Graduate Inquirer Communication PlanExecutive Summary

Justina Gaddy

annenberg.usc.edu

Agenda• Strategic

Goals • Stakeholders• Environment• Implementati

on• Metrics

annenberg.usc.edu

Strategic Effect: Case Context

• Introduction of new lead-capture form created 130% increase in inquirers

2012-13

2013-14

0 500 1000 1500 2000 2500

931

2145

Graduate Inquirers

annenberg.usc.edu

Strategic Effect: Case Context

• Despite significant increase in inquirers only a 10% applicant yield*

10%

90%

2013-14 Graduate Inquirers

AppliedDid not apply

annenberg.usc.edu

Communication Goals and Strategic Effect

Convert more inquirers into

applicants

Develop targeted

messaging

Convey org.

unique value

proposition

Update comm.

channels for current

tech

Develop prospect goals and optimize for those

goals

annenberg.usc.edu

Stakeholder AnalysisStakeholder Most Concerned

AboutBest Channels Important

Because

Deans & Directors

Yield; messages; strategic planning; student quality; funding

Dean’s Director’s meetings; email

Determine the criteria for admission; program ambassadors

Faculty Admission Committees

Yield; applicant quality; time commitment

Email; admission committee meetings; faculty staff meetings

Review applications; involved in recruitment

Domestic Inquirers

Financial aid; job placement/ROI; reputation

Constant Contact; webinars; information sessions; print material; grad fairs

Determine yield; rarer with more options;

International Inquirers

Safety; Cost; Visa requirements language testing

Constant contact; webinars; virtual fairs

Determine yield; not competing for federal aid

annenberg.usc.edu

Stakeholder Analysis: Attitudes & Impact

Attitudes

Impact

high

low

positivenegative Intl. Inquirers

Dom./ Local Inquirers

Faculty Adm. Committees

Dean’s & Dir.

annenberg.usc.edu

Stakeholder Research: Case Studies

Female Local AppliedAge: 29Ethnicity: Filipina-AmericanCity, State: Los Angeles, CAFirst Contact: Formstack 7/31/2013Inquiry Degree Interest(s): SJ 2014Email Engagement: 131Social Engagement: Yes 2/2014Attendance: Grad Visit Day + Grad PreviewProgram Applied: MSJOURDate Applied: 1/4/2014Status: Admitted 2/14/2014 CERT

Male Domestic AppliedAge: 28Ethnicity: WhiteCity, State: Basking Ridge, NJFirst Contact: Formstack 10/20/2013Inquiry Degree Interest(s): CMGT 2014Email Engagement: 88Social Engagement: Yes 2/2014Attendance: NoneProgram Applied: CMGTDate Applied: 12/5/2013Status: Admitted 2/27/2013 CERT

Female Local No AppAge:?Ethnicity: North AfricanCity, State: La CrescentaFirst Contact: Formstack 7/16/2013Inquiry Degree Interest: CMGT, GLOB, PUBD, JOUR, SJ - 2014Email Engagement: 11Social Engagement: N/AAttendance: Grad Fair 10/25/12Program Applied: None

annenberg.usc.edu

Environment: Situational Analysis

Weaknesses• No support staff = low time/capacity

• No CRM and outdated non-optimized website

• No historical data on enrolled admission experience

• Competition for attention w/ broad ASCJ interests

Opportunities• Highly digital literacy in primary demo

• Multiple low-cost new comm. channels

• Student emphasis on job placement• Few higher ed institutions using CRO

strategies in admission goals

Threats• Globalized higher ed market

• Undergraduate student loan debt – impacts grad school option

• High competition for student attention in saturated market

• Access to comm. Expertise• Strong University branding• Control of current comm. channels• Multiple sources of demographic and

use data on inquirers and prospects• Strong ASCJ social media presence

Strengths

annenberg.usc.edu

Environment: Landscape“Tips” on picking a Graduate School. Toss a wide net: Start out with a large number of options on

your grad school list and check out each one. - US News and World Report

– Test the admissions office: Choose an important question you don't have the answer to, and cannot find the answer for, on the school's website – US News and World Report

– Divide and (hopefully) conquer: We recommend dividing potential graduate schools into categories based on your chances of admission, just as you did when applying to undergrad.- Princeton Review

– Make personal connections: To get the real scoop on a school, turn off your computer and pick up the phone. Better yet, hop in a car or get on a plane. – Princeton Review

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Environment: LandscapeWhat Works

annenberg.usc.edu

Environment: LandscapeWhat Doesn’t Work

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Environment: LandscapeIndustry Averages

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Environment: Collaborators

USC Grad Admissions

Public Affairs

WebTechFaculty

Media Vendors

Manages ASCJ, Marketing, Brand and Outreach

Builds and manages website

Brand ambassadors

driving admission process

Develops collateral and

advertising

First contact; regulation;

disseminates decisions

annenberg.usc.edu

Implementation: Themes & Messages

Annenberg Advantage(Unique Value Prop.)

• Synergetic disciplines in a converged media space

• Real-world relevance; civic engagement

• Global reach• Powerful networks

Optimized Admissions(Continuous Optimization)

(Goal Optimization)(Targeted messaging)

• Data Driven Decision-making

• High touch= High Impact

• Need for continuous optimization

• Communication pipeline through the admission funnel

• Competitive Timing

Future Forward(Unique Value

Prop.)

• Prepare today for the field tomorrow

• New building. New Era.

• Digital literacy leadership in a communication revolution

annenberg.usc.edu

Implementation: TacticsAction Objective Message Stakeholder Channel/ Time

Review data sources by degree program

Share applicant and inquirer profile

Data-driven decision-making;

Dean’s & Directors

Meeting /June 2014

Present timeline of inquiry, application, decision and events

Demonstrate the need for timeliness; show effective and ineffective tactics

Competitive timing; continuous optimization

Dean’s & Directors; Faculty admission committees

Meeting/ August 2014

Autoresponder series of email messages to inquirers

Convey unique value prop; targeted messaging

Synergies; Global Reach; Networks; real world

Domestic/ International Inquirers

Email Marketing/ July 1, 2014 - July 1, 2015

annenberg.usc.edu

Implementation: TacticsAction Objective Message Stakeholder(s) Channel/ Time

Assign each comm. channel a unique purpose

Update comm. channels for current tech; Optimize for Goals

Synergies; Global Reach; Networks; real world; prepare; digital literacy; new era

Domestic & International Inquirers

Leadcapture; Email; Mail; Events / June 1 2014

Develop actionable universal goals(pipeline) for all Inquirers

Optimize for prospect goals

Continuous optimization

Dean’s & Directors; Faculty admission committees; Inquirers

Meetings, Email / July 1 2014

annenberg.usc.edu

Implementation: Timeline

Develop Communication Calendar

Share Communication objectives

Implement and test

Analyze and Optimize

Summer 2014

Summer/Fall 2014

Fall 2014

Fall 2014

annenberg.usc.edu

Implementation: Metrics

Social Listening•ASCJ Social•ADM Social•Competitor Social

Live Feedback•Recruitment Fairs

•Event Surveys

Web Analytics•Formstack•Constant Contact

•Grad Database•RSVP Data

Application Data

annenberg.usc.edu

References• 2012 Insider Higher Ed Survey of College & University Admissions Directors• http://

www.businessweek.com/articles/2014-01-16/student-loans-the-next-big-threat-to-the-u-dot-s-dot-economy

• http://cgsnet.org/ckfinder/userfiles/files/Intl_I_2014_report_final.pdf• http://

www.nagap.org/documents/2012ReportonMastersLevelMarketingandStudentRecruitmentPracticesv2.pdf

• http://unbounce.com/conversion-rate-optimization/rulebook/• http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/• http://

press.kaptest.com/research/kaplan-test-preps-2012-survey-of-graduate-school-admissions-officers

• http://www.usnews.com/education/best-graduate-schools/articles/2012/04/06/7-critical-steps-to-find-the-right-grad-school

• http://www.nextscientist.com/choose-graduate-school-program/• http://www.princetonreview.com/grad/choosing-a-school.aspx• http://annenberg.usc.edu/AboutUs/Leadership/~/

media/PDFs/ASCJ_StrategicPLan_FinalDraft121010.ashx • http://www.aprimo.com/tdresources/seize-the-sale.pdf