Cost Effective Ways To Market Programs And Have Faculty Singing Your Praises! March 19, :30am NCMPR Las Vegas

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1 Cost Effective Ways To Market Programs And Have Faculty Singing Your Praises! March 19, :30am NCMPR Las Vegas

2 Meet The Presenters Carol Velasco Moraine Park Technical College, Advertising And Social Media Associate Manager, Erica Plaza Northeast Wisconsin Technical College, Marketing And Recruitment Director, Rhonda Schaefer San Juan College, Sr. Director Of Marketing And PR, Kathi Swanson, Ph.D. CLARUS Corporation, President,

3 The Marketing Department Never Advertises My Program

4 Issues To Address Ways To Work With Faculty To Define Audiences For Program Campaigns Leveraging Digital To Expand Reach For Program Campaigns Sharing ROI For Program Campaigns To Key Stakeholders At The College Digital Trends For 2018 Things To Think About

5 Working With Faculty To Define Audiences

6 Moraine Park Technical College Wisconsin

7 Digital Marketing At Moraine Park Variation Of Campaign Types Program Specific Enrollment Focused Event Promotion Targeted Demographic Promise Program Major Takeaways Future Goals For Digital

8 Defining Audiences With Faculty Demographic/ Geographic Characteristics Gender Age Current Income Full-Time/ Part-Time School Job or Previous Jobs Place of Residence Education Level Marital Status Nationality Veteran Status Others? Personality/ Interests Activities/ Hobbies Shopping Habits Restaurants Visited Regularly Social Media Sites Visited Mobile Apps Used Websites Visited Magazines Read Movies/ Television Shows Watched Type of Music Preferred Others?

9 Program Specific - HVAC Goal Increase Enrollment Tactics Demographic Targeting Search Terms Geofence Workforce Centers Veterans (Purchased List) HVAC Companies

10 Program Specific - HVAC

11 Major Takeaways Be Transparent Involve Deans, Associate Deans And Faculty Educate The College About What Digital Marketing Is Consider Multi-faceted Approach Digital, Social, Traditional,

12 Major Takeaways Create A Reporting Structure How And When To Pull Analytics Who To Report It To If You Can Get Buy-In From Staff You Can Save Big $$

13 Future Goals Integrate With CRM CTA/Lead Forms Moving People Down The Funnel Clearer Picture Of ROI Align Promotions With Program Demand Model

14 Leveraging Digital To Expand Reach For Program Campaigns

15 Northeast Wisconsin Technical College

16 Background Trades And Engineering Teams Were Low In Enrollments Going Into Fall 2017 Few Of Our Traditionally Strong Programs Were Experiencing Program Declines So What Happens? PANIC Spreads Among The Team And Marketing Gets The Phone Call Marketing Meets With Them To Review And Listen To Their Concerns

17 Background After Hearing Their Concerns, We Develop Our Communications Brief To Make Sure We Are All On The Same Page And Outline The Expected Action Plan

18 Communication Brief Background/ Overview Primary Objective Target Audience Focus Timing Other Action Items

19 Trades Campaign Digital And Traditional Geofencing Campaign - $2,400 Targeted County Fairs, Local Racetracks, Businesses, And Non-Converted Prospects Focused Heavily On One Of Our More Rural Communities Ran Campaign For 1 Month 331,522 Ads Were Delivered 477 Clicks On The Ad 195 People Took Action

20 Trades Campaign YouTube Preroll/ AdWords - $2,000 Primarily Targeted Younger Males Increased Presence Within One Of Our Rural Communities Small Station Radio Ad - $2,500 (Paid For By Learning Department) Worked With The Smaller Stations That Have A Rural Connection Print Ads In The Local Papers - $500

21 Trades Campaign Results Started The Summer At 53 FTE During The Month Of The Campaign Gained 45 FTE Had A Personal Note From The Dean To The President Thanking Us For Working With Them To Increase FTE Spent $7,500 If I Had To Prioritize Based On Funding Would Choose Geofencing And Combination Of YouTube And AdWords

22 Trades Campaign Results Direct Entrance Website Traffic Increased By Over 3000%

23 Key Takeaways Learning Teams Panic They Want To Know We Are Listening Be Incredibly Transparent In Communications Follow Up After All The Meetings With A Communication Brief Or Summary Dig Into The Hard Questions About Demographics It Is No Longer A One Size Fits All Solution

24 Key Takeaways Involve Them In The Process Of Making It Work They Don t Get To Hand Over The Silver Problem Platter And Expect You To Fix It All Stay Proactive In Communicating With Them After All Meetings Inquire About The Matriculants It Isn t Just About The Applicants What Is Happening In The Enrollment Funnel? What Is Preventing Enrollment?

25 Key Takeaways Transparency Is KEY To Changing Attitudes Solicit Feedback Regularly I Meet Individually With All Deans At Least Quarterly More For My More Challenging Deans!

26 Sharing ROI For Program Campaigns

27 San Juan College Located In Farmington, New Mexico Current Enrollment 7,223 Offers More Than 100 Programs

28 Uh Oh now what? Vet Tech Program Typically Great Enrollment, But Just A Few Prior To Thanksgiving We Found Out... Houston, We Have A Problem! We Got To Work! Worked Closely With Vet Tech Coordinator Determined Demographics And Goals

29 Vet Tech Program Goals Support Vet Tech Efforts To Fill Tier 1 & 2 Classes For Spring Semester 2017 Target: Vet Tech Students Enrolled In Fall 2016, Not Yet Enrolled In Spring 2017 Applied But Not Yet Enrolled In Spring, 2017 Lackland Air Force Base And Ft. Sam Houston Military Base

30 Vet Tech Program Tactics Used For Campaign Vet Tech Program Engaged In Calling Campaign Geofenced Home Addresses Of Students And Area Surrounding Military Bases Timeline December 22 To January 13 Budget $1,500 For 196,825 Impressions

31 Ads For Vet Tech Current Students

32 Ads For Vet Tech Military Bases

33 Results For Vet Tech Campaign Vet Tech Students Enrolled In Fall, Not Yet Enrolled In Spring Clicks; % CTR Vet Tech Students Applied But Not Enrolled - 98 Clicks; % CTR Military Bases 150 Clicks; % CTR Received 37 New Applications For Program

34 Results For Vet Tech Campaign Vet Tech Staff Personally Engaged With 31 Students Who Clicked On Digital Ads (Enrolled, Were Advised, Etc.) Vet Tech Filled Both Tiers! Filled 8 Tier 1 Classes 280 Students! Filled 3 Tier 2 Classes 100 Students! Saw A Noticeable Increase In Interest From Military Bases (Avg. 70 Students!) Beyond Those Targeted!

35 Web Results - Vet Tech Campaign Current Students: 204 Page Views 163 Unique Page Views User Spent An Average Of 2:15 Mins On The Page Users On Average Went To 1.5 Other Pages Military Bases: 240 Page Views 165 Unique Page Views User Spent An Average Of 1:30 Mins On The Page Users On Average Went To 1.5 Additional Pages In The Site

36 Gained Tail Wagging Benefits We Reached Our Goal And Exceeded Expectations Board And Administration Appreciated ROI Attitudes Changed! Campaign Encouraged Other Faculty And Deans To Be More Engaged In Campaigns

37 Tricks of the Trade Get Faculty, Deans, Coordinators Involved In The Campaign Ask Them For Assistance In Determining Targets Participate In Direct Contact With Students Such As Calling Campaigns, s Build Relationships With Specific Industry Sharing Results

38 Digital Trends For 2018 And Beyond!

39 Connected TV Consumer Are Cord Cutting Eliminating Cable TV In Favor Of Smart TVs, Streaming, And Set Top Boxes (Roku, Apple TV, Play Stations) Video Ads Are More Engaging And All For More Advanced 15 And 30 Second Pre And Mid Roll Inventory Growing Targeting

40 The End Of Typing: VOICE The Norm Will Not Only Be Talking To Our Phones And Devices There Will Be More Than 30 Million Voice-Activated Digital Assistants In US Homes By The End Of This Year By 2020, Voice Is Expected To Drive Half Of All Searches On Mobile While Mobile Is Expected To Drive Half Of All E-commerce Transactions When You re Calling Out For Alexa To Add Milk To Your Shopping List, She May Simply Respond Confirming The Best Options Based On Price

41 Amazon Awakening Amazon Is The Most Important Emerging Platform For Digital Advertising, And Might Soon Rival Google And Facebook

42 Ad Blockers Consumers Are Fed Up With Inaccurate Targeting And High Repetition Chrome And Safari Are Responding And Making Changes To Their Browsers With Blocking As A Default Setting To Block Advertisements Deemed As Most Annoying By The Interactive Advertising Bureau (IAB)

43 Artificial Intelligence (AI) AI Marketing Applications Search Today s Search Is After Much Smarter And Improved Capacity Helps Consumers Find The Right Products On Amazon, The Right Movies On Netflix, And More Answers To Search Will Be Machine Based Recommendation Engines Amazon s Book Or Product Recommendations Are Excellent But Netflix Is Analyzing Which Movies Are Watched Multiple Times, Rewound, Fast-forwarded, Etc. And These Myriad Behaviors Are Correlated And Assessed Over Millions Of Other Users To Coax Out The Best Recommendations

44 Artificial Intelligence (AI) Programmatic Advertising The Automated Process Of Buying And Selling Ad Inventory Through An Exchange, Connecting Advertisers To Publishers Artificial Intelligence Technologies Have Algorithms That Analyze A Visitor s Behavior Allowing For Real Time Campaign Optimizations Towards An Audience More Likely To Convert Programmatic Companies Have The Ability To Gather This Audience Data To Then Target More Precisely, Whether It s From 1st Party (Their Own) Or From A 3rd Party Data Provider

45 Artificial Intelligence (AI) Image Recognition/ Machine Vision In The Relatively Near Future, It May Be Possible For Consumers On The Web Or On Mobile To Search For Products (Or Similar Products) To Images This Might Be As Simple As Snapping A Photo Of A Pair Of Shoes You Want To Buy, Or Using A Web App To Select A Certain Image That You Found Within A Google Search

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