Marketing Strategy Review Summer/Fall

Transcription

1 Marketing Strategy Review Summer/Fall

2 MARKETING STRATEGY Objective: Generate brand awareness and enrollment growth Strategy Advertising (online & print) Social media (ads) Direct mail/ Collateral (printed materials) Apply Market Research Data results to Marketing Strategy Current Student Survey Results (Media preferences) Feeder High School Research Results (In progress: current enrolled students focus groups)

3 MARKETING STRATEGY Metrics of success: 25% increase in student headcount (as of Dec 2016) Distributed 76 press releases, 48 Picked-up by media Media analytics included in respective sections (enclosed) Case study: Social media campaign success Facebook ad campaign for Chabot focused on personal enrichment classes Campaign started/end- 7/25-8/23, spent $1,000 total 6,000+ click-throughs 174 new enrollments with FTES in that period

4 MARKET RESEARCH CLPCCD 2016 Current Student Survey Goal: Understand student behavior and media preferences

5 Working Adults Chabot Pursuing a degree, certification, or career advancement % of enrolled students at Chabot: 54% 22% of these students are previous students Pursuing 4 year degree: 56% Working toward Associates: 26% Also attending Las Positas: 13% Areas of Study: Nursing (12%), Early Childhood Development (9%), Business (8%) Online Classes: 61%, Hybrid 29% How heard about Chabot: Campus is nearby (39%), Family/friends (33%), they are a former student (22%), Web search (12%), Advertising (3%) Other options considered: 4 year university (41%), Another community college (36%), 27% - None Top reason for choosing Chabot: Convenient location (58%), Low cost (46%), Ability to apply credits to 4 yr degree (30%) Programs attracting them: Early Childhood Development (10%), Nursing (10%) Business (7%) Communication preference: (95%), Text (29%), Mail (24%) % using public transit: 14% Most likely activities: Social Media (90%), TV shows (65%), Music streaming (58%), Video Streaming (57%), Online News (57%), Broadcast Radio (52%), Magazines (20%), Newspapers (17%) 73% yrs 63% Latino White Asian 37% 26% 15% African American Filipino 13% 8% 66%/35% mobile 56% 52% / 32% mobile 48% 39% 24% 23% 16% 15% 15% n=948 48% 42% 35% 5

6 Working Adults Las Positas Pursuing a degree, certification, or career advancement % of enrolled students at Las Positas: 46% 20% of these students are previous students Pursuing 4 year degree: 51% Working toward Associates: 27% Also attending Chabot: 20% Areas of Study: Early Childhood Development (9%), Nursing (8%), Business (8%), Psychology (8%) Online Classes: 55%, Hybrid 33% How heard about Las Positas: Campus is nearby (36%), Family/friends (33%), they are a former student (20%), Web search (11%), Advertising (3%) Other options considered: 4 year university (35%), Another community college (33%), 33% - None Top reason for choosing Las Positas: Convenient location (61%), Low cost (39%), Ability to apply credits to 4 yr degree (27%) Programs attracting them: Early Childhood Development (9%), Business (6%), Psychology (6%), Nursing (5%) Communication preference: (95%), Text (26%), Mail (21%) % using public transit: 6% Most likely activities: Social Media (86%), TV shows (69%), Video streaming (59%), Online News (57%), Music Streaming (56%), Broadcast Radio (49%), Magazines (22%), Newspapers (14%) 68% yrs 55% White Hispanic Asian 52% 30% 8% African American Filipino 5% 4% 65%/37% mobile 47% 47% / 33% mobile 51% 39% 18% 25% 23% n=609 55% 31% 50% 6

7 Recent H.S. Grads Chabot Not yet fully employed % of enrolled students at Chabot: 25% <22yrs Latino Asian White 38% 27% 22% African American 56% 100% Filipino Pursuing 4 year degree: 75% Working toward Associates: 21% Also attending Las Positas: 13% Areas of Study: Nursing (10%), Business (6%), Psychology (6%), Computer Science (6%) Online Classes: 42%, Hybrid 22% How heard about Chabot: Family/friends (53%), HS counselor/teacher (52%), Campus is nearby (44%); Current or past student (29%), Web search (12%), Advertising (4%) Other options considered: 4 year university (62%), Another community college (34%), 19% - None Top reason for choosing Chabot: Convenient location (60%), Low cost (61%), Ability to apply credits to 4 yr degree (33%) Programs attracting them: TAG (6%), Nursing (6%), Business (5%) Communication preference: (96%), Text (36%), Mail (27%) % using public transit: 25% Most likely activities: Social Media (96%), Video streaming (69%), Music Streaming (68%), TV shows (64%), Online News (48%), Broadcast Radio (41%), Magazines (10%), Newspapers (9%) 16% 8% 73% 66%/40% mobile 65%/44% 51%/28% 40% mobile mobile 33%/44% mobile 31% 31% 18% 17% 16% n=438 43% 42% 33% 7

8 Recent H.S. Grads Las Positas Not yet fully employed % of enrolled students at Las Positas: 34% 61% 100% Pursuing 4 year degree: 77% Filipino Working toward Associates: 19% 8% 5% Also attending Chabot: 11% Areas of Study: Business (9%), Psychology (7%), Nursing (6%) Online Classes: 41%, Hybrid 25% How heard about Las Positas: Family/friends (53%), HS Counselor/teacher (48%), Campus is nearby (36%), Current or past student (31%), Web search (9%), Advertising (4%) Other options considered: 4 year university (61%), Another community college (28%), 24% - None Top reason for choosing Las Positas: Low cost (64%), Convenient location (57%), Ability to apply credits to 4 yr degree (45%) Programs attracting them: TAG (12%), Psychology (8%) Communication preference: (96%), Text (33%), Mail (25%) % using public transit: 8% Most likely activities: Social Media (95%), Video streaming (74%), Music Streaming (73%), TV shows (73%), Online News (49%), Broadcast Radio (37%), Magazines (13%), Newspapers (10%) <22 yrs White Latino Asian 53% 22% 17% African American 76%/47% mobile 75%/55% mobile 70% 55%/37% 44% 43%/33% 39% 34% 15% 14% mobile mobile 13% 12% 67% 39% 58% n=450 8

9 MARKET RESEARCH CLPCCD High School Counselor Interviews Goal: Understand what counselors say, or not, about our Colleges to prospective high school students

10 ADVERTISING STRATEGY ONLINE/ TV /RADIO Pandora Facebook Direct TV Ad Radio - Wild 94.9 PRINT Print & Digital New ads Stoneridge Mall Skybanner Transit Buses Hacienda Movie Theater

11 TV ADS: COMCAST CSCA - in Oakland A's games

12 TV AD Chabot College (Spring) Las Positas College Advertising Zone Hayward Area Tri-Valley Area Target Adult Adult Frequency Avg. 23x per week Avg. 25x per week Program Focus General Overview General Overview

13 FACEBOOK AD Number of clicks to websites: - LPC: 18,025 - Chabot: 13,681 Target Audience: Ages with interests related to programming and activities at the Colleges.

14 PANDORA AD Number of Clicks to websites Chabot: 65,746 Las Positas: 63,028

15 ONLINE (Newspaper) ADS Where: Tracy Press Livermore Independent Pleasanton Weekly Bay Area News Group websites

16 STONERIDGE MALL SKYBANNER More than 1 million mall visitors during time Skybanner was displayed.

17 STONERIDGE MALL SKYBANNER More than 1 million mall visitors during time Skybanner was displayed.

18 SAN FRANCISCO (LIVERMORE) PREMIUM OUTLETS--2016

19 PRINT ADS

20 BUS ADS

21 PUBLIC RELATIONS Distributed 76 press releases. 48 Picked-up by media

22 DIRECT TO STUDENTS s sent to students who (example) who had not returned for more than one semester who had applied but not enrolled Major events and/or campus news Messages included: reminder to enroll for classes, or return, information on student services, and more

23 OTHER MARKETING COLLABORATIONS Highlights: Admissions Summer/Fall Class Schedule Partnership coordination (i.e. = Wheels) College Folder Design College Website re-design Design program ads or brochures (i.e. = financial aid LPC) Athletics public relations coverage and photography Smaller marketing campaigns (i.e. = PE for Chabot)

24 UPCOMING MARKETING ACTIVITIES & COLLABORATIONS Advertising Fast Track Classes University newspapers, Facebook, Pandora (in progress) Spring Marketing Campaign (to begin November 1) Spring class schedule production (in progress) New marketing collateral and more!

25