Stop the Bleeding: Rebuilding Master Level Enrollments

January 2014Hawaii International Conference on Education, 12th

Annual Conference

Susan Cramer, PhDDean of Graduate Studies

University of Wisconsin OshkoshOshkosh, WI (USA)

What is the problem?

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 20130

200

400

600

800

1000

1200

1400

1600

1800

Headcount Enrollment

Our Solution: AdvertisingIt was time to stop our tradition of being

“the best kept secret”

Shhhhhh……Shhhhhh……

Shhhhhh……

Shhhhh

h……

Why Advertising?• Advertising let’s people know that you have

something important to offer. • When advertising two key points to remember are:

– It takes 7 “touches” to sell something– The student life-cycle is: (1) awareness, (2) inquiry, (3)

application, (4) acceptance, (5) enrollment, (6) retention, and (7) alumni.

• The purpose of this project our Fall 2013 Media Blitz is to increase our visibility. With increased visibility it is anticipated that graduate program inquiries, applications and enrollment will increase.

Outdoor Advertising(to drive viewers to our website)

Why these locations?(Here’s Wisconsin)

https://en.wikipedia.org/wiki/File:Wisconsin_in_United_States.svg

We are in Northeast Wisconsin

https://upload.wikimedia.org/wikipedia/commons/thumb/9/9d/Wisconsin_Population_map.jpg/766px-Wisconsin_Population_map.jpg

*

• Build awareness• 7 touches• Even with

online programs students select schools that are geographically close.

Motion media: Local, 30 Second Adshttp://www.uwosh.edu/gradstudies/student-profiles/01-meet-our-students

• Movie Theatres• TimeWarner cable • At&T Uverse Monday & Tuesday Night Football

Online ads(all advertising was designed to drive people to our website)

• Banner ads (targeted demographics)• Search Engine ads (Google, Yahoo, Bing)• Facebook • Websites reviewed for key word searching

Sample search on December 26Paid advertising for top hits….

Click and you get --

http://www.uwosh.edu/gradstudies/achieve-more/new-year-new-degree/a-new-degree-for-a-new-year?utm_source=Google%20Adwords&utm_medium=cpc&utm_content=new%20years&utm_campaign=Graduate%20Studies%202014%20Marketing%20Campaign&gclid=CMXu3eawzrsCFVBgMgodrgkAHg

Website Revisions• Key word searching• Web optimization • Mobile friendly (traffic coming from desktop

computers is down almost 1% and mobile visits up 104%)

• Call to Action buttons and links• Information reorganized to reflect audience

needs

See site

http://www.uwosh.edu/gradstudies

Collecting Contact Information

• “Request Information” prominently displayed• Constant Contact

Is the campaign working? YESGraduate campaign, Green Bay to Fond du Lac (the past 6 weeks compared to same timeframe last year): (November 19, 2013 email)• Overall web traffic is up 10%• Traffic from regions we're advertising in: Green Bay

up 15%, Appleton up 9%, Oshkosh up 10%, Neenah up 36%, Fond du Lac up 96%

• Our Google and Facebook ads are driving a lot of traffic, which seems to be offsetting the general decline we're seeing in our normal channels (Google search, people typing in our URL)

Website visits….

~ Dec 5 no online ads, PA left, credit cards reissued

http://go2mobi.com/blog/wp-content/uploads/2013/07/mobile-device-

recognition.jpg

Enrollments, Applications, Admissions(November 29, 2013)

Fall 2012 Fall 2013

Enrollments 1,112 1,279

Applications 321 362

Admissions 209 251

How did we obtain the funding?(It’s been a long process)

• In conjunction with our Integrated Marketing Department, we developed a Marketing Plan

• Within the plan we utilized data from our Strategic Planning efforts and our market research study.

• We had a pretty good idea of why students were selecting our campus.

• We surveyed current graduate students, program coordinators and administrators to create our new “look” (Brand Image).

We tie all our efforts to our Strategic Plan(approved by Graduate Council, May 2010)

Vision • The University of Wisconsin Oshkosh will be recognized as the

premier provider of graduate education north of Madison. Mission • Graduate education at …fosters scholarly activities that develop

leaders who think creatively and analytically. Our graduate students and alumni contribute to the intellectual vitality of their communities by not only creating knowledge but by applying that knowledge.

Opportunities to strengthen graduate education on campus:• Increase visibility of graduate education on campus• Communicate our scholarly leadership and research expertise• Enhance external relations• Go forth• Optimize enrollment

Leadership• The campus invested in resources to strengthen graduate

education.• A Graduate Development Task Force was established in

Fall 2009 to create the Strategic Plan.• One recommendation from the Task Force was the hiring

of a Dean (full-time, ¾ time, or ½ time). • A half-time Dean of Graduate Studies was hired in

Summer 2012.• The Dean, in conjunction with the Office of Graduate

Studies staff, and Integrated Marketing, with the approval of the Graduate Council and university administration, worked tirelessly to make this campaign a reality.

Next Steps….• Continue online advertising presence for Spring and Summer

2014 semesters.• Work to identify a long term, sustainable budget and marketing

strategy.• Recognize that all targets are continually moving!

• Presentation available athttp://www.uwosh.edu/facstaff/cramer

• Ideas/comments? email me -- Cramer@uwosh.edu