community college campaign

FY11 Community College Strategy

1

FY11 Marketing Strategy and PrioritiesP

riorit

y #1 Shatter the

myth; enhance brand reputation P

riorit

y #2 Deepen

relationships; foster com-munity and conversation P

riorit

y #3 Accelerate

organic inquiry generation

Prio

rity

#4 Drive further inquiry optimization

Drive Operational Marketing Efficiencies

Marketing as a Competitive Advantage

Elevate the Brand Improve Inquiry Efficiency

% Marketing as % of Revenue: 12% by 2012

2

Community College Strategy fits in with Overall Marketing Strategy.

FY11 Community College StrategyP

riorit

y #1

Shatter the myth; enhance brand reputation

Prio

rity

#2 Deepen relationships; foster community and conversation

Elevate the Brand

3

Advertising and collateral will combine to build awareness and improve brand perception among community college students.

AACC engagement will help influence the influencers.

Outreach efforts will facilitate relationship building and articulation agreement.

Events, both at the community colleges and at DVU, foster one-on-one interaction with prospective students.


riorit

y #3

Accelerate organic inquiry generation

Prio

rity

#4

Drive further inquiry optimization

Improve Inquiry Efficiency

4

Drive web traffic through ads and collateral materials.

Use data from inquiry form to help refine tactics and target schools.


riorit

y #1 Shatter the

myth; enhance brand reputation

Prio

rity

#2 Deepen relationships; foster more community and

conversation Prio

rity

#3 Accelerate organic inquiry generation

Prio

rity

#4 Drive further inquiry optimization

Marketing as a Competitive Advantage

Elevate the Brand Improve Inquiry Efficiency

% Marketing as % of Revenue: 12% by 2010

Consistent approach streamlines everything from planning to production.

Fewer, Bigger, Better collateral pieces simplify the story for prospective students and results in efficient use of both human and financial resources.

Drive Operational Marketing Efficiencies

Influence the Influencers

6

•Build Advocacy

GOAL

•Develop partnership with CC Transfer Coordinators, Faculty, and Administrators•D

VU can help them fulfill their mission of preparing students for further education and careers.

STRATEGY

•American Association of Community Colleges•Advertise

in publications and on website

•Participate in national meeting April 2011

•Sponsor local CCA chapters•Sponsor

local events

•Advertise in local chapter newsletters.

•Hold annual partnership breakfast

TACTICS

•Bachelor’s and Master’s degrees.

•Quality -- Regionally accredited and reciprocity with WASC, SACS, etc.

•Affordability -- DVU is competitively priced and has scholarship opportunities.

•Accessibility -- Courses available onsite (94 locations) and online leading to faster degree completion and entry to career.

•Career Focus –•National system

meaning the DVU degree is recognized across the country by employers.

•Lifetime career services available to DVU graduates.

KEY MESSAGES

Prospective Students

7

•Develop brand awareness and perception

•Generate inquiries and enrollments

GOALS

•Advertise across multiple channels.

•Initiate conversations.

STRATEGY

•National online advertising.

•On-campus advertising.

•College newspaper advertising.

•E-mail blasts.

•Coffee sleeves and café tabling events.

•Transfer fairs.

TACTICS

•Affordability -- DVU is competitively priced and has scholarship opportunities.

•Accessibility --•Courses

available onsite (94 locations) and online

•DVU transfer credit policies and processes ease transition to bachelor’s degree programs.

•Career Focus –•National system

meaning the DVU degree is recognized across the country by employers.

•Lifetime career services available to DVU graduates.

KEY MESSAGES

Landing Page needs to provide the information students are looking for:• Transferring Credits• Scholarships/Financial Aid• Accreditation• Programs and locations• Career Services

FY11 Community College Strategy

Three-Pronged Approach

1. National Component• OLA will cover ALL metros, will drive to community college landing page where

we can capture inquiries and evaluate opportunities by school.• American Association of Community College campaign – print, web, show

• Will start to generate awareness and build brand perception with key influencers

2. Metros with Community College Focused Outreach• Media flexibility:

• Print and e-mail are customizable• Coffee sleeves coupled with tabling events• More focused poster campaign• Sponsorship of local chapters of community college administrators

3. Other Metros• Standardized media components will build awareness, develop brand

perception, and generate inquiries via the landing page.

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Responsibilities

9

Marketing Outreach DEM Other?

Newspaper advertising

Develop relationships with CC staff Staff events

PR/Partnerships for guest speakers

On campus advertising

Develop articulation agreements

Work inquiries and write

applications

MLA – work events

OLA advertising Schedule events and secure DVU staffing

Academics – manage

articulations

Inquiry tracking and reporting

AACC National Meeting strategy

Metro leaders – support and

brunch & learns

Website enhancements

Staff AACC National Meeting

Collateral development and

production

Consult on creative development and marketing

strategy

Open doors for metro leaders to meet CC Admin

Market Coverage – Gap Fill

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Inquiry Gap New Location Opportunity Schools Creative Newspapers PostersMedia Boards

Fixed Outdoor

Kiosks E-MailCoffee Sleeves

Café Tabling

Com Col Transfer

FairsLocal AACC

Sponsorships Local Radio

Long BeachCerritos, El Camino, Long

Beach CityPerfect Storm 6 FP/4C

50/campus 3 flightts

3/campus 3 flights

6 months 4 blasts 3 months2 events/

2 cafes$3,000

Pomona Chaffey, Mt. SAC Perfect Storm 6 FP/4C50/campus

3 flightts3/campus 3 flights


1 café$2,000

Sherman Oaks Santa Monica Perfect Storm 6 FP/4C50/campus


4 blasts 3 months2 events/

1 café$1,000

DenverArapahoe, Aurora, Front

Range6 FP/4C


3/campus 3 flights


1 café$3,000

2 3-wk flights traffi c tags

Phoenix Glendale Glendale, Mesa, Phoenix 6 FP/4C50/campus


6 months 4 blasts 3 months $3,0002 3-wk flights

traffi c tags

Houston GreenspointHouston, Lone Star, N

Harris Montgomery, NW College

6 FP/4C50/campus


4 blasts $4,0002 3-wk flights

traffi c tags

Addison COD, Elgin, Harper 6 FP/4C50/campus


4 blasts $3,000

ChicagoTruman, Wright, Lake Cty,

Morton, Oakton6 FP/4C


3/campus 3 flights


1 café$5,000

Dallas Cedar HillNorth Lake, Richland,

Tarrant (5)6 FP/4C


3/campus 3 flights

4 blasts 3 months $5,000

Bay AreaChabot, San Fran, Ohlone,

Las PositasPerfect Storm 6 FP/4C


3/campus 3 flights


2 cafes$4,000 $10,000

Atlanta

Atlanta Tech, Chattahoochee, Dekalb,

Georgia Perimeter, Griffi n, Gwinnett

6 FP/4C50/campus


4 blasts $6,000

OrlandoBrevard, Valencia,

SeminolePerfect Storm 6 FP/4C


3/campus 3 flights

4 blasts $3,000

MiramarBroward, Lake Sumter,

Miami Dade (4)Perfect Storm 6 FP/4C


3/campus 3 flights

4 blasts $5,000

Seattle LinwoodCascadia, Green River,

Highline, Pierce, ShorelinePerfect Storm 6 FP/4C


3/campus 3 flights


2 cafes$5,000

Tier 3

Strategies Specifics Tactics

Tier 1

$10,000

Tier 2

$10,0002 3-wk flights

traffi c tags

Community college program will be a component of other marketing initiatives – i.e., gap fill and new locations.

Market Coverage – Opportunity

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Inquiry Gap New Location Opportunity Schools Creative Newspapers PostersMedia Boards

Fixed Outdoor


Café Tabling

Com Col Transfer

FairsLocal AACC

Sponsorships Local Radio

Tinley ParkJoliet, Moraine Valley,

Prairie State6 FP/4C


3/campus 3 flights

4 blasts $3,000

ColumbusCentral Ohio Tech,

Columbus State, Marion Tech

NA50/campus



New JerseyBrookdale, Middlesex, Ocean County, Bergen,

Passaic6 FP/4C


3/campus 3 flights


Queens New YorkCUNY Bronx, CUNY LaGuardia, CUNY Queensborough

6 FP/4C50/campus



PhiladelphiaBucks County,

Philadelphia, Montgomery6 FP/4C


3/campus 3 flights


Washington, DC N. Virginia, Montgomery 6 FP/4C50/campus



Lenexa Kansas CityJohnson County, KC KS,

Metropolitan (5)6 FP/4C


3/campus 3 flights


Dayton Clark State, Sinclair 6 FP/4C50/campus


4 blasts $2,000

MinneapolisNormandale, Minneapolis,

St. Paul6 FP/4C


3/campus 3 flights

4 blasts $3,000

Vegas Southern Nevada Perfect Storm 6 FP/4C50/campus



San Antonio NE Lakeview, San Antonio 6 FP/4C50/campus



Other Campus Markets

covered in Addison/Chgo

Emerging Metros

Strategies Specifics Tactics

Community college program allows us to start developing opportunities in markets where metro leadership is ready.

FY11 Budget - $1.5 million

Community college plan is currently coming in under budget. However, the addition of 2 schools in Florida, 2 schools in New Jersey, and 3 schools in Minneapolis will boost the spend.

Recommendations for the remaining $:• Increase OLA which covers all markets.

• Support new initiatives that become available.

• Expand existing initiatives – i.e., more e-mail, more tabling events, etc.

• Add more local AACC sponsorships for markets with staff to facilitate that effort.

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Newspapers PostersMedia Boards

Fixed Outdoor


Café Tabling

Com Col Transfer

FairsLocal AACC

Sponsorships Local RadioTotal

$315,647 $47,000 $33,370 $58,430 $112,992 $94,936 $36,000 $84,000 $30,000 $160,000 $972,375Production $1,685 $1,095 $2,780

Subtotal Local $975,155Other Costs Landing Page $40,000 OLA $200,000

Promo Items $10,000 AACC Pubs $22,200 Collateral $5,000 AACC Web $7,500 Local Outreach $30,000 AACC Meeting $15,000

$85,000 Subtotal National $244,700GRAND TOTAL (incl other) $1,304,855

Tactics

Marketing Calendar

Timing to coincide with critical points in community college academic year and national media schedule.

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Tactic JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN

NewspapersPostersMedia BoardsOutdoor Kiosks*E-MailCoffee Sleeves*Café Tabling Events*Transfer FairsLocal Radio*

OLAAACC Pubs CC Times Website CC JournalAACC Meeting* Select markets where available.

LOCAL

NATIONAL

Creative Assets

Asset Status Deadline

Landing page Brief complete, job submitted w/o 7/5 September

URL card Brief complete, job submitted w/o 7/5 September

AACC print ad Brief complete, job submitted w/o 7/5 September

AACC OLA banner Brief complete, job submitted w/o 7/5 September

AACC show materials Needs project brief 3Q

Newspaper ads Tweak RT ads October

Posters/Media Boards Tweak RT assets October

Outdoor kiosks Needs project brief 2Q

Coffee sleeves Needs project brief 2Q

E-mail templates/copy Tweak existing November

OLA banner Tweak existing September

Radio traffic tags Needs project brief 3Q14

FY10 Community College Pilot Program

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Community College Pilot Markets

16

Seattle:• Bellevue CC• Green River CC• Pierce CC• Highline CC

Bay Area:• Skyline CC• College of San

Mateo• Chabot CC• Ohlone CC• Mission CC

Los Angeles:• Long Beach CC• Santa Monica

CC• Mt. SAC CC

Austin:• Austin

CC

Dallas:• Tarrant CC• Richland CC

Columbus:• Columbus State• Central Ohio CC• North Central Ohio

CC• Marion Tech

Miami:• Miami Dade

CC • Broward CC

Atlanta:• Georgia Perimeter• Chattahoochee

Tech• Gwinnett Tech• DeKalb Tech• Atlanta Tech

Perfect Storm

Community College Media Strategy

Reach and frequency campaign utilizing multiple channels while maintaining a consistent on-campus presence.

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1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24OLA

2 million impressions/ month for 3 months on unique ed network

Dept. Mailing

Letter w/posters to dept heads at all community colleges in market

Newspapers3 insertions - Feb-Mar-Apr

Table Tents2 runs in cafeterias, lounges, libraries, etc.

Kiosks3-D structure, 5'7" tall, 1 each in transfer office & career services office

Posters

8'1/2 X 11, 4C, on bulletin boards

Media PostersSize 18 X 24, 4C, stand-alone locations (i.e., near ATMs)

E-mail1 e-mail blast

February March April May

Community College Demand Capture - Web Page

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Call to Action in text and tile link to the community college landing page.

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New Field – will be accessible via notes field in CRM

Leveraging “Big Bang” language to drive mix/match volume

Demand Capture – Landing Page

Persistent source codes allow us to track the campaign.

20

Community College Creative: Perfect Storm

Kiosk

Poster

21

Community College Budget for the Pilot

MIAMI AUSTIN DALLAS LOS ANGELES BAY AREA COLUMBUS SEATTLE ATLANTA TOTAL

OLA $2,400 $1,200 $4,500 $9,300 $5,700 $1,200 $3,600 $2,400 $30,000

Dept. Mailing $625 $625 $625 $625 $625 $625 $625 $625 $5,000

Newspapers $4,820 $8,861 $15,700 $11,580 $18,351 $0 $6,755 $0 $73,025

Table Tents $5,037 $1,989 $2,382 $4,450 $2,564 $1,817 $1,132 $4,485 $25,919

Kiosks $1,780 $890 $1,780 $2,670 $3,560 $3,560 $1,780 $0 $19,580

Posters $3,778 $1,491 $1,787 $3,337 $1,924 $1,377 $848 $2,704 $19,171

Media Posters $2,085 $825 $990 $1,830 $1,080 $765 $465 $1,560 $11,919

E-mail $2,784 $1,077 $1,348 $2,904 $1,439 $1,000 $621 $1,243 $13,057

Market Total $23,309 $16,959 $29,112 $36,697 $35,244 $10,344 $15,827 $13,017 $197,671

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Community College Creative: General

23

Community College Campaign

September – November 28, 2010

24


riorit

y #3

Accelerate organic inquiry generation

Prio

rity

#4

Drive further inquiry optimization

Improve Inquiry Efficiency

Drive web traffic through ads and collateral materials.

Use data from inquiry form to help refine tactics and target schools.

25

Community College Program - MySpace

Community College Program - OLA-MySpace

VisitsPage

ViewsSeptember 17 85October 2410 4482November 2435 4365Total 4892 8932

Impressions Clicks CTR Spend Inquiries CPI

Oct 7,346,263 6,123 .083% $16,067 140 $115

Nov 3,201,033 3,443 .108% $6,994 93 $75

Total 10,547,296 9,566 .091% $23,061 233 $99

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Community College Program - Facebook

Community College Program - OLA-Facebook

VisitsPage

ViewsSeptember 2 8

October 1610 5012

November 2959 7777

Total to Date 4571 12797

Impressions Clicks CTR Spend Inquiries CPI

Oct 14,016,095 3,634 .026% $16,819 163 $103

Nov 14,243,654 3,469 .024% $15,344 231 $66

Total 28,259,749 7,103 .025% $32,163 394 $82

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Community College Program – Coffee Sleeve V1

Community College - Coffee Cup Sleeve 1

Visits Page ViewsSeptember 12 187October 100 2800November 0 0Total to Date 112 2987

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Community College Program – Coffee Sleeve V2

Community College - Coffee Cup Sleeve 2


29

Community College Program – College Newspaper

Community College Program - Newspapers


30

Community College Program – Poster, Media Kiosk

Community College Program - Poster, Media Kiosk


31

Community College Program – devry.edu/college-transfer

FY10 Community Colleges Visits Page ViewsSeptember 44 374October 34 264November 56 503Total to Date 134 1141

Team of DVU community college outreach, MMD’s, and brand team members met and decided that information will live on the DeVry.edu website and that printed collateral will consist of a card to be handed out to prospective students to drive them to that content.

32

Community College Program – Email Campaign

Visits

Community College Program - Email Campaign Visits Page ViewsSeptember 0 0October 0 0November 3136* 3210*Total to Date 3136 3210

* Metrics Calculated Using Google Analytics

09/15 09/22 09/29 10/06 10/13 10/20 10/27 11/03 11/10 11/170

250

500

750

1,000

1,250

1,500

1,750

2,000

# Sent Opens Clicks To Inq Form To Trsf Stdt Page

694,235 59,472 10,142 3,734 4,820

8.6% 1.5% 36.8% 47.5%

Source: Campus Media

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Community College Program – Form Landing Page

DeVry2.com/landing42 Visits Page ViewsSeptember 897 1160October 629 823November 3463 3708Total to Date 4989 5691

Spike in traffic to Community College & Transfer Student landing page on 11/14 due to email drop.

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Inquiry Mix and Performance

Sep-05-

2010

Sep-12-

2010

Sep-19-

2010

Sep-26-

2010

Oct-03-2010

Oct-10-2010

Oct-17-2010

Oct-24-2010

Oct-31-2010

Nov-07-

2010

Nov-14-

2010

Nov-21-

2010

0

20

40

60

80

100

120

140

Events

Internet

Inquiries Apps Inq/App Students Inq/Student

Events 252 6 2.4% 0 0.0%

Internet 510 60 11.8% 20 3.9%

Total 762 66 8.7% 20 2.6%

Note: Inquiries shown here are those we can trace directly to a community college source code. As can be seen on previous slides on web traffic, prospects are viewing many pages of the site and may not be completing the dedicated community college inquiry form reducing our ability to track them.

35

Inquiry Performance by Region

Inquiry Count Application Count Conv New Student Count Inquiry Count Application Count Conv New Student Count

Event 94 1 1.06% 0

Internet 35 3 8.57% 2

Total 129 4 3.10% 2

Event

Internet 16 3 18.75% 1

Total 16 3 18.75% 1

Event 148 4 2.70% 0

Internet 92 12 13.04% 2

Total 240 16 6.67% 2

Event 4 1 25.00% 0

Internet 55 6 10.91% 3

Total 59 7 11.86% 3

Event

Internet 265 29 7

Total 265 29 10.94% 7

Event 6 0 0.00% 0

Internet 19 1 5.26% 0

Total 25 1 4.00% 0

Event

Internet 28 6 21.43% 5

Total 28 6 21.43% 5

Event 252 6 2.38% 0

Internet 265 29 10.94% 7 245 31 12.65% 13

Total 265 29 10.94% 7 497 37 7.44% 13

DeVry US Online DeVry US Onsite

California

Mountain

North Central

North East

- 1 -

Online

South Central

South East

Total

9/5/2010 - 11/29/2010

community college campaign

Education

community

lifetime career

community

strategies

community

build awareness

tabling events

inquiry form