Enrollment Services - Communication and Marketing

Transcription

1 UNIT REPORT Enrollment Services - Communication and Marketing - FY19 Assessment Plan Generated: 9/19/18, 3:36 PM Enrollment Services - Communication and Marketing ESCM Mission Statement To provide strategic communication and marketing support to all departments within the Enrollment Services suite as well as the university community to support student recruitment, retention, and student success operations and initiatives. ESCM Vision Statement ESCM aspires to be the "go-to" department for communication and marketing support for all departments within the Enrollment Services suite and provide the following services 1) e-commuication, 2) web content strategy, 3) print publications and special projects, 4) marketing and outreach efforts. 1 Goal 1: Create an Online Project Management System Create an online project management system that allows the ESCM team to provide a more efficient and user friendly process to service our internal client project needs. Project leads will be tasked to do weekly client check-ins to ensure that assigned projects are progressing according to schedule and are completed to client standards. Accomplished: The form is currently active in SharePoint and being used by clients and the team with positive feedback. Since implementing the online project management system our projects and project requests have been filled and completed in a consistent manner. Project leads are in constant communication with the project requestors in order to fulfill jobs on time and according to specifications. Although the online project management system is still new to our department, we are making great strides the accuracy and response times in our work-flow and meeting the needs of our clients. 1 Assessment Activity 1: Online Project Management System 2 Goal 2: Develop User Friendly E-Communications Develop user friendly digital, print, and e-communication call-to-action marketing campaigns that are simple and easy for students to understand and respond to. Our e-communications marketing campaigns have improved tremendously. We've been able to create more targeted messaging compared to last year which resulted in fewer s being sent out and better open/click rate ratios. 3 Assessment Activity 3: Marketing and E-Communication Content Strategies - CRM System 3 Goal 3: Admissions Collaboration Participate in consistent collaborative meetings and engagement opportunities with the admissions and recruitment team (and sub-teams) to plan, execute and deliver strategic marketing initiatives that will support recruitment and enrollment goals as well as increase student success. We will do this by partnering with UH admissions, alumni association members, local and regional external community partners. We will also track all activity and event participation data and metrics as well as follow up with assessment tools such as small focus groups as well as with direct survey response tools. 1/6

2 Three of the ESCM team members meet with various groups of the Admissions team (recruitment, Prospective and New Student Groups, and IT) at least two to three times per week to have a better understanding of goals and expectations to be proactive in problem-solving via , social media, print pieces, digital marketing, hashtag development, data, lists, etc. We operate as a unit and it has been easier to guide the prospective student experience as we have a handle on what the data calls for from a marketing perspective. 4 Goal 4: Incorporate Interactive New Media Incorporate interactive New Media communication and marketing strategies and content using images and videos, blogs, and Snap Chat to enhance current social media channels and platforms. With the addition of a new communications coordinator, our social media content marketing along with our digital strategy has improved tremendously from last year. 2 Assessment Activity 2: New Media Content Strategy Methods 5 Goal 5: Develop Marketing Outreach Campaigns Develop and implement comprehensive marketing outreach campaigns and strategies using collaborative partnerships with high school counselors, community organizations, and university alumni groups to target prospective student audiences. These collaborative partnership marketing tactics will include: (1) Direct Mail and Digital Messaging, (2) UH Promotional Item Distribution Bridge Program, and (3) Satellite Alumni Network Groups. We will assess this goal by recording and documenting the outcomes of campaign strategies, and utilizing student response survey tools to evaluate activities. Student response survey tools will be used to record and monitor these activities. Our focus in this area has shifted from prospective students to concentrating on creating collaborative marketing initiatives and promotional events that support all areas within the Enrollment Services suite as well as for other campus campus partners. With the addition of a new Program Manager added to the team in late 2017, we have an opportunity to become more involved with campus activities. 4 Assessment Activity 4: Marketing Outreach Strategies 6 Goal 6: Promotional Outreach Create a centralized internal and external partner promotional branding outreach and fulfillment program that supports the Enrollment Services suite and other university partner events and initiatives - i.e., on/off campus recruitment events, student orientation events and, special recruiting events through the Office of the Provost and President. The outreach request and fulfillment system has been activated and successful in getting items out to various levels of students and different community groups in a timely manner. Our marketing manager maintains an order form, response system via , and spreadsheet that provides details on what items have been sent to who. The new goal moving forward will be to quantify the return on investment and cultivate those relationships based on where they are in the funnel (for students) and how much engagement is necessary for other influencers/constituent groups. Resource management through Admissions will be key to if this system will be maintained for FY18. 1 Assessment Activity 1: Online Project Management System Department/Program Assessment Contact(s) (in addition to the director): Mark Smith Learning Outcome/Assessment Activity We will learn how increasing and tracking project response time and accuracy of work-flow will create a more efficient way of meeting the needs of departments we support. To assess the accuracy of communication and marketing project requests. Method of Assessment: Survey Observation Method of Assessment 2/6

3 Project leads will be tasked to do monthly client check-ins to ensure that assigned projects are progressing according to schedule and are completed to client standards. Monthly Activity Theme: Customer Service Action to be taken as a result of the activity: Since implementing the online project management system our projects and project requests have been filled and completed in a consistent manner. Project leads are in constant communication with the project requesters in order to fulfill jobs on time and according to specifications. Although the online project management system is still new to our department, we are making great strides the accuracy and response times in our work-flow and meeting the needs of our clients. 2 Assessment Activity 2: New Media Content Strategy Methods Department/Program Assessment Contact(s) (in addition to the director): Mark Smith Learning Outcome OR Program Objective: Learning Outcome Learning Outcome/Assessment Activity While incorporating new media (e-blogs, videos, social media) platforms into our marketing and communication strategies, we will attempt to grow our student follower and engagement base as well as increase collaborative efforts with our campus partners. Measure the effectiveness of all e-communication and digital campaign initiatives including : messaging, call-to-action campaigns, digital signage, digital advertising campaigns, videos and social media. Method of Assessment: Survey Data Analysis Observation Method of Assessment 1. Record and document e-communication message add/click rates. 2. Document and evaluate e-communication campaign ROI. 3. Evaluate digital signage call-to-action campaigns. 4. Record and document social media engagement metrics and data. 5. Utilize student response survey tools to evaluate activities. Actions steps 1&2 will be used to develop better call-to-action messages eliminating the process of sending unnecessary messages. Action step 3 will be used to reach a larger student audience throughout campus Action step 4 will be used to gauge and track our social media presence and to increase our followers Action step 5 used to better evaluate our events and activities to reach out to students. Quarterly Activity Theme: Marketing/Communications Results: Enhanced content on social media channels that already existed, but no new media was implemented. Action to be taken as a result of the activity: The results of these activities will help design more effective marketing and communication campaigns. 3 Assessment Activity 3: Marketing and E-Communication Content Strategies - CRM System Department/Program Assessment Contact(s) (in addition to the director): Mark E. Smith Learning Outcome OR Program Objective: Learning Outcome Learning Outcome/Assessment Activity To learn the effectiveness or ineffectiveness of our current communications strategies when they are developed using a new CRM system. To develop and implement system functionality that helps form relationships between our Admissions Counselors and prospective students, prospective students parents, and counselors. Method of Assessment: Data Analysis 3/6

4 Observation Evaluation Method of Assessment Partner with Campus Solutions Services (CSS) and the Office of Admissions to track CRM-related goals and metrics. Evaluate prospect communication plan to track engagement with prospects (including conversions to inquiries and applicants). Quarterly Activity Theme: Process Effectiveness Results: Though the goal was developed earlier this year, the results are not available because goal was not completed. Contact for this goal does not work in the CRM. 4 Assessment Activity 4: Marketing Outreach Strategies Department/Program Assessment Contact(s) (in addition to the director): Mark Smith Learning Outcome OR Program Objective: Program Objective Learning Outcome/Assessment Activity Create on-campus marketing campaign programs and events for enrollment service partners. Monitor and track all activity and tactics of marketing outreach strategies (1) Direct Marketing (2) Digital Marketing, (3) Promotional Event and Campus Engagement. Assessing these activities will help us determine the effectiveness of our efforts to support student success and engagement. The purpose of the assessment activity is to gauge the effectiveness of ESCM department on-campus engagement tactics and initiatives that are geared towards student success. Method of Assessment: Survey Focus Group Evaluation Method of Assessment The Communication and Marketing department will use the following methods to assess activities. 1. Direct and Digital Messaging 2. Campus Engagement 3. Marketing Campaigns and Events Quarterly Activity Theme: Marketing/Communications Results: Method 1: Direct and Digital Messaging We stepped up our efforts to increase our direct and digital messaging presence by creating marketing campaigns and events that support our campus partners (OUR, SFA and SBS). We were able to assist these groups market their services to a number students through campaigns and events i.e., Schedule Planner, Hurricane Harvey Relief Fund, and the Enrollment Services Peak Hours campaign. Method 2: Campus Engagement We continued to utilize marketing tactics such as campus flags, yard signs, tabling events and digital screen messaging to keep students informed as well as help educate them in areas of class schedule planning, important dates and deadlines, and financial literacy. We also able to conduct a small focus group session with several students. This information gave us some insight as to how our campus engagement tactics are working (or not working) and how we should move forward in the future with these types of activities. Method 3: Marketing Campaigns and Events We developed an Integrated Marketing and Communications (IMC) plan that would help guide our mission and vision to be the go-to department for our campus partners marketing and communications needs. Although this plan is still a working document we were able to present the following campaigns to our partners: Schedule Planner, Welcome Center Peak Hours, Hurricane Harvey Relief Fund, and Register For Classes Action to be taken as a result of the activity: 4/6

5 When asked, we felt that we were able to create great digital campaigns for our campus partners. We will continue to seek out more of these opportunities in the future. 5/6

6 6/6