Campaign Quick Guide: Countdown to Spring 2015

8/10/2019 Campaign Quick Guide: Countdown to Spring 2015

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COUNTDOWN TO SPRING 2015QUICK GUIDE

CAMPAIGN

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14 -0 8 4-1 0

Spring 2015 - Term 0495

RADIO DIRECT MAIL EMAIL SOCIAL PUBLICATIONS DISPLAY


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RESULTS33

2,000

1

292,536

500+

88,720

Number ofemails sent

Number of radio ads /across number of stations

Direct mailpieces sent

Social Media

Number of tuition due andpurge communications

Print Ads

ACTUAL AND PROJECTED IMPRESSION

B Y

T H E

N U M B E R S

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5/3147,70014

Number ofwebsites digitalads appeared on

50,554

Radio Ads

Estimated number of targeted 18-35 males andfemales who hear SPC radio ads each time played

Estimated social reach of every spring enrollmentmessage posted on Facebook

Email

DirectMail

Digital Ads

Beginning in early October 2014,the Marketing and StrategicCommunications departmentdeveloped a number of messagestargeting key areas that driveenrollment.

Among many traditional and digitalchannels, prospective students,current students, graduates andnot recently enrolled students werereached with targeted messaging.

The timeline on page 3-4 of thisbrochure is a snapshot of thosecommunications. On page 5-6 is acomplete list across each medium.

4.2 MILLIONNumber of current and prospective students thatrecieved a direct mail piece promoting springenrollment

Total combined circulation of publications thatfeatured an ad from St. Petersburg College

Number of current and prospective studentsthat recieved email messages promoting springenrollment

Estimated number of impressions gained fromSPC display ads on Google Display Network


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2

November 2013 386 Incoming requests for Infomation

November 2014 655Incoming requests for Infomation

69.7%

SPC Homepage, Nov. 2013

SPC homepage, Nov. 2014

Huge gains in the number of requests for information were received during the monthof November when compared to the same month, 2013. This is attributed to addingthe request for information form directly to the homepage.

Pre-AdmissionsMetrics for spring 2015

PRE-ADMISSIONS REPORT

665 customized welcomepackets mailed toinquiries

250 inbound callsreceived fromprospective students

Engaged in 1,667 outbound calls toprospective students

Pre-Admissionssupported 38 recruitment events

November 2014

A year-over-year correspondingmonth increase of


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E m a i l H e a l t h I n f

o

S e s s i o n s E ma i l p ro

mo t i ng

Ve t Tec h a nd

Hea l t h p rog ra m i n f

o

se s s io n s i n O

c to be r

Sen t Oc t. 6

O C T O B E R 6 1 4

2 0 2 4 2 9 3 1

N O V E M B E R 3

W e l co m e

M e s s a g e s

E v e nt s

P h o to s

B r o w s e

Fi nd F ri en d s

F rie n ds P o s t

S e ar ch

U p d a t e S t a t u s

A d d P h o t o s/ V i d e o

I t s t i me t o u pd a te

y o u r s t a t u s... ; - )

F i r s t L a s t

D M a n d E m a i l U p d a t e

Y o u r

S t a t u s Po s tca rd a

nd e ma i l

to s t ude n t s w ho

a t te nded S PC d u r i n

g

s p r i ng o f 2 01 4 b u t

d id no t a t te nd i n t h

e

fa l l o f 2 01 4 a nd ha v

e

no acade m ic ho ld s

DM - sen t No v. 3

Email - sen t No v. 5

D M a n d E m E n r o l l P r o

g t o I n q u i r i e

Po s tca rd s a n

t ho se w ho h

i n E n v i ro n m

I T, Ma n u fac

A l so, a po s

to pa s t A.A

e nco u rag i

p u r s ue a

a t S PC. Sen t No v

A d W e e k l y

C h a l l e n g e r

Ha l f - page (1 0. 5 x 1 0

) ad

Publi shed Oc t. 2 4 , No

v. 1 3 & 20

YOUR success is our success

St.PetersburgCollegeoffersaninnovativenetworkofsupporttailoredtoyourneedsbecauseour onefocusisyou .

> Complimentarycareer planning> Freetutoring> Learningcenters

14-0712-10

> Individualizedlearningplans> Smallclasssizes> One-on-oneattention

Register nowfor spring

727-341-3400 | spcollege.edu

E m a i l C B S R a d i o

c a m p a i g n

L i s t s ge ne ra ted b y C B S

a nd se n t to 1 0 0, 0 0 0

s u b sc r i be r s o n a rea

s o f

B u s i ne s s, E ng i nee r i

ng,

I T a nd E n v i ro n me n t

a l

Sc ie nce s

Sen t Oc t. 29

G o o g l e D i s p l a y :

L o w E n r o l l

P r o g r a m P u s h

D i s p la y ad s

re ma r ke t i ng to lo w

e n ro l l p rog ra m s s uc

h

a s E n v i ro n me n ta l

Sc ie nce s

Oc t. 31

COUNTDOWN TO SPRINGCommunications TimelineOct. 2014 -Jan. 2015

A d T B B J

W o r k f o r c e Wo r k fo rce

Ad v i so r y

s p read 1/ 4 page

ad

Publi shed Oc t. 1 4

D i s p l a y A d s

S P C W e b s i t e a n d

S o c i a l p r o g r

a m

s p e c i f c P ro mo s fo

r lo w e n ro l l

p rog ra m s s uc h a s

E n v i ro n me n ta l Sc ie

nce s,

I T, Ma n u fac t u r i ng, A

.A.

& Bac he lo r s

Oc t. 31

@

@

@

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R a d i o : 3 0 a nd :1

5 s po t s

Oc t. 1 On goin g

FIRS T N AM E,

The timeline below is a snapshot of messages targeting

key areas that drive enrollment. On page 5-6 of thisbrochure is a complete list across each medium.

D M a n d E m a i l

T i m e t o R e g i s t e r

Po s tca rd s to c u r re n

t

s t ude n t s i n fo r m i ng

t he m o f ea r l ie s t

e n ro l l me n t da te

DM - sen t Oc t. 20

Email - sen t Oc t. 2 4


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Countdown to Spring Action Plan Radio Ads --------------------------------------------------------------------------------------------------------- 10/1/14Production of :30 and :15 radio spots

Direct Mail: Time to Enroll Postcard ------------------------------------------------------------------ 10/20/14Postcards to current student population informing them of earliest enrollment date

Direct Mail: Transient Students Save Here Postcard ----------------------------------------------- 10/31/4Postcard to fall 2014 transient students encouraging them to stay as a permanent student atSPC and apply and register for the spring term

Direct Mail: Update Your Status Postcard ------------------------------------------------------------- 11/3/14Postcard to students who attended SPC during spring of 2014 but did not attend in the fall of2014 and have no academic holds preventing them from registering for spring 2015Direct Mail: Low Enroll/High Priority Program Postcards ---------------------------------------- 11/3/14Postcards to those who have inquired about Environmental Sciences, IT, Manufacturing andA.A. transfer degrees. Also, a postcard was sent to past A.A. graduates encouraging them topursue a bachelors degree with SPC.

Direct Mail: Your Future has Arrived Mailer --------------------------------------------------------- 11/15/14Flip-out mailer to high school prospects yet to request information from SPC

Direct Mail: Tuition Due Letters ------------------------------------------------------------------------- 11/17/14

Tuition balance due letters sent to nancial aid and non- nancial aid students who have yet topay for the classes theyve registered forDirect Mail: Wishing you a Happy New Year Postcard -------------------------------------------- 12/1/14Postcard campaign to those who applied in 2014 but did not enroll for classes during thesummer or fall term and have yet to enroll for the spring 2015 term

Direct Mail: Ready for Spring? New Online Policy Postcard ------------------------------------ 12/1/14Postcard sent to those who enrolled late for the fall term and have yet to enroll for the springterm advising them of a new deadline to register for online classes before the rst day of theterm

Direct Mail: New Year, New Career Postcard -------------------------------------------------------12/19/14Postcard sent to the entire inquiry database notifying them of the opportunity to start a newcareer through the many workforce o erings of SPC

Email: Vet Tech Open House ------------------------------------------------------------------------------ 10/6/14Email promoting Vet Tech open house on 10/15/14Email: Health Program Open House ------------------------------------------------------------------- 10/6/14Email for 10 health program open houses occuring throughout the month of OctoberEmail: CBS Radio Email Campaign --------------------------------------------------------------------- 10/29/14Lists generated by CBS and sent to 100,000 subscribers who have expressed interest in thearea of Business, Engineering, IT and Environmental SciencesEmail: Time to Register ------------------------------------------------------------------------------------ 10/31/14Email to current student population informing them of earliest enrollment date organizedinto three groupsEmail: Update Your Status -------------------------------------------------------------------------------- 10/31/14Email to students who attended SPC during spring 2014 but did not attend in fall 2014 andhave no academic holds preventing them from registering for spring 2015Email: Wishing you a Happy New Year --------------------------------------------------------------- 10/31/14Email campaign to those who applied in 2014 but did not enroll for classes during the summeror fall term and have yet to enroll for the spring 2015 termEmail: Low Enroll /High Priority Programs ---------------------------------------------------------- 10/31/14Email to those who have inquired about Environmental Sciences, IT, Manufacturing and A.A.transfer degrees. Also, an email was sent to past A.A. graduates encouraging them to pursue abachelors degree.

Email: Transient Students Save Here ------------------------------------------------------------------ 10/31/14Email to fall 2014 transient students encouraging them to stay as a permanent student at SPCand apply and register for the spring 2015 term

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Email: Transfer Degree Scholarship Opportunities ------------------------------------------------- 11/714Email to current SPC sophomores and recent A.A. graduates notifying them of transfer degreescholarships available from SPC and other organizations like the Jack Kent Cooke ScholarshipFoundationEmail: Your Future has Arrived -------------------------------------------------------------------------- 11/15/14Email to high school prospects yet to request information from SPCEmail: Ready for Spring? New Online Policy ------------------------------------------------------- 11/18/14Communication to all current students informing them of a new policy where online classescannot be added past the day prior to when classes start. (Jan. 12)Email: Elite Educator Info Session ---------------------------------------------------------------------- 11/21/14Email for Elite Educator open house on Dec. 11

Email: New Year, New Career ----------------------------------------------------------------------------- 12/1/14Email sent to the entire inquiry database notifying them of the opportunity to start a newcareer through the many workforce o erings of SPC

Email: Payment Plan ------------------------------------------------------------------------------------------ 12/1/14Email targeting students who have enrolled for the spring semester but have yet to pay theirtuition balance

Email: Tuition is Due ------------------------------------------------------------------------------------------ 12/1/14

Email targeting students who have enrolled for the spring semester but have yet to pay theirtuition balanceEmail: Accept your Financial Aid ------------------------------------------------------------------------- 12/1/14Email targeting students who were o ered nancial aid and have yet to register for classes andaccept thier nancial aid

Email: Daily Purge -------------------------------------------------------------------------------------------------------Daily tuition due emails to registrants after the Dec. 5 purge

Email: Time is Running Out ------------------------------------------------------------------------------- 12/19/14Email to students who attended during spring 2014 but did not attend in the fall and have noacademic holds

Google Display: Low Enroll /High Priority Program Push ---------------------------------------10/31/14

Display ads promoting the low interest / high priority program of Environmental SciencesGoogle Display: Reasons campaign --------------------------------------------------------------------10/31/14Display ads promoting 10 reasons to choose SPC

MySPC Promo: New Online Policy --------------------------------------------------------------------- 11/12/14Small promo promoting new policy to register for online classesHomepage Spotlight: Register Now, Tuitions is Due, Payment Plan ----------------------- 12/14/14Spotlight and homepage updates based on related direct mail and email campaigns

Social: Low Enroll /High Priority Program Push --------------------------------------------------- 10/31/14Promos for low enroll programs such as Environmental Sciences, IT, Manufacturing and A.A.transfer degreesSocial: Payment Plan ------------------------------------------------------------------------------------------ 12/1/14Payment plan reminder posts via Facebook and Twitter

Social: Tuition Due Reminder ------------------------------------------------------------------------------ 12/1/14Tuition reminder targeting those who have enrolled in spring but yet to pay tuition

Ad: TBBJ Workforce -----------------------------------------------------------------------------------------10/14/14Workforce Advisory 1/4 page ad in Tampa Bay Business JournalAd: Weekly Challenger ------------------------------------------------------------------------------------- 10/24/14Half-page ad in The Weekly Challenger editions of Nov. 6, 13 and 20Ad: Osceola High School Newsletter ----------------------------------------------------------------- 11/21/14Ad in Osceola High School newsletter mailed to subscribers in October and November

(Action Plan Continued)


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Documents

Campaign Quick Guide: Countdown to Spring 2015