Creating Online Visibility for Community College: Locally, Nationally & Beyond 2013 How Do...

Creating Online Visibility for Community College:Locally, Nationally & Beyond

2013

How Do Students Choose a College?

The American Association of Community Colleges (AACC), AboutEdu (a nonprofit online education consumer group) and online leaders from community colleges across the country came together to collaborate & form the foundation of the OCC.

OnlineCommunityColleges.org (OCC) - a student-focused, trusted, searchable website featuring the online degree and certificate programs of community colleges. The OCC creates online visibility for CC through online marketing strategies.

The LeCroy Center (part of the DCCCD) – through the RFP process was chosen to be the operational manager of the OCC.

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The Start

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Why the Need?

TargetsOnline students – displaced workers, traditional students, low income, unemployed, skills enhancement and 2nd/3rd careers

Providing a trusted and affordable option – students are too often guided to online education providers with the largest marketing budgets and the higher tuitions.

Customer ServiceAssisting students in the next step in their education – phone, email, request form, live chat & texting

Together - The 10 OCC member colleges…

• Serve more than 600,000 students nationwide• Have an inventory in excess of 2,000 online courses

Collaboratively

Student-Focused Website

Online Ads/FocusAds across national sites and keyword search (YouTube, Best Buy, USA Today and beyond)

Print (minimal)Newsweek – Best of Colleges & Universities Special Edition

*Print is primarily used for college/member recruitment

Marketing to Students

National marketing efforts began in March 2012,

these include display advertising and keyword search.

In such a short amount of time, the OCC is already

Achieving AMAZING results! To date:

- 15,000,000 impressions(the amount of times the OCC ads were viewed on national websites by prospective online students)

- 50,000 visits to the website(clicks/visits to the OCC website)

These numbers will continue to grow!

Marketing to Students

Display Ad Example

Email & Social Media

Theresa Roffino, OCC/LeCroy, troffino@dcccd.edu

Kathy McFatter, OCC, kmcfatter@dcccd.edu

For more information on OnlineCommunityColleges.org

Email or call toll free

1-855-A to Z OCC (286-9622)

Q&A