2. FY11 Marketing Strategy and Priorities
Community College Strategy fits in with Overall Marketing Strategy.
Marketing as a
Competitive Advantage
% Marketing as % of Revenue: 12% by 2012
Accelerate
organic
inquiry
generation
Priority #4
Deepen
relationships;
foster community and
conversation
Improve Inquiry Efficiency
Priority #3
Shatter the
myth;
enhance
brand
reputation
Priority #2
Priority #1
Elevate the Brand
Drive further
inquiry
optimization
Drive Operational Marketing Efficiencies
2
3. FY11 Community College Strategy
Priority #2
Priority #1
Elevate the Brand
Shatter the myth;
enhance brand reputation
Advertising and collateral will combine
to build awareness and improve brand
perception among community college
students.
AACC engagement will help influence
the influencers.
Deepen relationships;
foster community and
conversation
Outreach efforts will facilitate
relationship building and articulation
agreement.
Events, both at the community
colleges and at DVU, foster one-onone interaction with prospective
students.
3
4. FY11 Community College Strategy
Priority #4
Priority #3
Improve Inquiry Efficiency
Accelerate organic inquiry
generation
Drive further inquiry
optimization
Drive web
traffic
through
ads and
collateral
materials.
Use data
from inquiry
form to help
refine
tactics and
target
schools.
4
5. FY11 Community College Strategy
Marketing as a
Competitive Advantage
% Marketing as % of Revenue: 12% by 2010
Accelerate
organic inquiry
generation
Priority #4
Deepen
relationships;
foster more
community and
conversation
Improve Inquiry Efficiency
Priority #3
Shatter the
myth; enhance
brand
reputation
Priority #2
Priority #1
Elevate the Brand
Drive further
inquiry
optimization
Drive Operational Marketing Efficiencies
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.
6. Influence the Influencers
GOAL
STRATEGY
TACTICS
KEY
MESSAGES
• Build Advocacy
• Develop partnership with CC Transfer Coordinators, Faculty, and
Administrators
• DVU can help them fulfill their mission of preparing students for further education
and careers.
• 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
•
•
•
•
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.
6
7. Prospective Students
GOALS
STRATEGY
TACTICS
KEY
MESSAGES
• Develop brand awareness and perception
• Generate inquiries and enrollments
• Advertise across multiple channels.
• Initiate conversations.
•
•
•
•
•
•
National online advertising.
On-campus advertising.
College newspaper advertising.
E-mail blasts.
Coffee sleeves and café tabling events.
Transfer fairs.
Landing Page needs to provide the
information students are looking for:
•
•
•
•
•
Transferring Credits
Scholarships/Financial Aid
Accreditation
Programs and locations
Career Services
• 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.
7
8. 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.
8
9. Responsibilities
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
9
10. Market Coverage – Gap Fill
Community college program will be a component of other marketing
initiatives – i.e., gap fill and new locations.
Strategies
Inquiry Gap
New Location
Long Beach
Specifics
Opportunity
Schools
Cerritos, El Camino, Long
Beach City
Tactics
Creative
Newspapers
Perfect Storm
6 FP/4C
Pomona
Perfect Storm
6 FP/4C
Sherman Oaks
Tier 1
Chaffey, Mt. SAC
Santa Monica
Perfect Storm
6 FP/4C
Denver
Arapahoe, Aurora, Front
Range
6 FP/4C
Glendale
Glendale, Mesa, Phoenix
6 FP/4C
Greenspoint
Houston, Lone Star, N
Harris Montgomery, NW
College
6 FP/4C
COD, Elgin, Harper
6 FP/4C
Phoenix
Houston
Addison
Chicago
Tier 2
Dallas
Cedar Hill
Bay Area
Atlanta
Tier 3
Orlando
Miramar
Seattle
Linwood
Truman, Wright, Lake Cty,
Morton, Oakton
North Lake, Richland,
Tarrant (5)
Chabot, San Fran, Ohlone,
Perfect Storm
Las Positas
Atlanta Tech,
Chattahoochee, Dekalb,
Georgia Perimeter, Griffin,
Gwinnett
Brevard, Valencia,
Perfect Storm
Seminole
Broward, Lake Sumter,
Perfect Storm
Miami Dade (4)
Cascadia, Green River,
Perfect Storm
Highline, Pierce, Shoreline
6 FP/4C
6 FP/4C
6 FP/4C
6 FP/4C
6 FP/4C
6 FP/4C
6 FP/4C
Posters
50/campus
3 flightts
50/campus
3 flightts
50/campus
3 flightts
50/campus
3 flightts
50/campus
3 flightts
Media
Boards
3/campus
3 flights
3/campus
3 flights
3/campus
3 flights
3/campus
3 flights
3/campus
3 flights
Fixed
Outdoor
Kiosks
E-Mail
Coffee
Sleeves
6 months
4 blasts
3 months
6 months
4 blasts
3 months
4 blasts
3 months
4 blasts
3 months
4 blasts
3 months
6 months
50/campus 3/campus
3 flightts
3 flights
50/campus
3 flightts
50/campus
3 flightts
50/campus
3 flightts
50/campus
3 flightts
3/campus
3 flights
3/campus
3 flights
3/campus
3 flights
3/campus
3 flights
50/campus 3/campus
3 flightts
3 flights
50/campus 3/campus
3 flightts
3 flights
50/campus 3/campus
3 flightts
3 flights
50/campus 3/campus
3 flightts
3 flights
Café
Tabling
2 events/
2 cafes
2 events/
1 café
2 events/
1 café
2 events/
1 café
Com Col
Transfer
Fairs
$2,000
$10,000
$1,000
2 3-wk flights
traffic tags
2 3-wk flights
traffic tags
$3,000
$3,000
4 blasts
2 3-wk flights
traffic tags
$4,000
$3,000
4 blasts
3 months
4 blasts
3 months
4 blasts
3 months
2 events/
1 café
Local Radio
$3,000
4 blasts
6 months
Local AACC
Sponsorships
$10,000
$5,000
2 3-wk flights
traffic tags
$5,000
2 events/
2 cafes
$4,000
4 blasts
$6,000
4 blasts
$3,000
4 blasts
$10,000
$5,000
4 blasts
3 months
2 events/
2 cafes
$5,000
10
11. Market Coverage – Opportunity
Community college program allows us to start developing opportunities
in markets where metro leadership is ready.
Strategies
Inquiry Gap
New Location
Specifics
Opportunity
Tinley Park
Columbus
New Jersey
Other
Campus
Markets
Queens
New York
Schools
Joliet, Moraine Valley,
Prairie State
Central Ohio Tech,
Columbus State, Marion
Tech
Brookdale, Middlesex,
Ocean County, Bergen,
Passaic
CUNY Bronx, CUNY
LaGuardia, CUNY
Queensborough
Tactics
Creative
Newspapers
6 FP/4C
4 blasts
Café
Tabling
Com Col
Transfer
Fairs
$3,000
50/campus 3/campus
3 flightts
3 flights
4 blasts
3 months
6 FP/4C
50/campus 3/campus
3 flightts
3 flights
4 blasts
3 months
50/campus 3/campus
3 flightts
3 flights
4 blasts
3 months
4 blasts
3 months
$3,000
4 blasts
3 months
$2,000
4 blasts
3 months
$5,000
Bucks County,
Philadelphia, Montgomery
6 FP/4C
N. Virginia, Montgomery
6 FP/4C
Kansas City
Johnson County, KC KS,
Metropolitan (5)
6 FP/4C
Dayton
Clark State, Sinclair
6 FP/4C
Minneapolis
Normandale, Minneapolis,
St. Paul
6 FP/4C
Vegas
Southern Nevada
San Antonio
NE Lakeview, San Antonio
Perfect Storm
covered in Addison/Chgo
$3,000
50/campus 3/campus
3 flightts
3 flights
Local Radio
$5,000
6 FP/4C
Local AACC
Sponsorships
$3,000
Washington, DC
Emerging
Metros
E-Mail
Coffee
Sleeves
NA
Philadelphia
Lenexa
Media
Posters
Boards
50/campus 3/campus
3 flightts
3 flights
Fixed
Outdoor
Kiosks
6 FP/4C
6 FP/4C
50/campus
3 flightts
50/campus
3 flightts
50/campus
3 flightts
50/campus
3 flightts
50/campus
3 flightts
50/campus
3 flightts
3/campus
3 flights
3/campus
3 flights
3/campus
3 flights
3/campus
3 flights
3/campus
3 flights
3/campus
3 flights
4 blasts
$2,000
4 blasts
$3,000
4 blasts
3 months
$1,000
4 blasts
3 months
$2,000
11
12. 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.
Tactics
Newspapers
$315,647
Production
Other Costs Landing Page
Promo Items
Collateral
Local Outreach
Posters
$47,000
$1,685
$40,000
$10,000
$5,000
$30,000
$85,000
Media
Boards
$33,370
$1,095
Fixed
Outdoor
Kiosks
$58,430
E-Mail
$112,992
Coffee
Sleeves
$94,936
Café
Tabling
$36,000
Com Col
Transfer
Fairs
$84,000
Local AACC
Sponsorships
$30,000
Total
Local Radio
$160,000
Subtotal Local
OLA
AACC Pubs
AACC Web
AACC Meeting
Subtotal National
GRAND TOTAL (incl other)
$972,375
$2,780
$975,155
$200,000
$22,200
$7,500
$15,000
$244,700
$1,304,855
12
13. Marketing Calendar
Timing to coincide with critical points in community college academic
year and national media schedule.
Tactic
JUL
AUG
SEP
OCT
NOV
DEC
LOCAL
JAN
FEB
MAR
APR
MAY
JUN
Newspapers
Posters
Media Boards
Outdoor Kiosks*
E-Mail
Coffee Sleeves*
Café Tabling Events*
Transfer Fairs
Local Radio*
NATIONAL
OLA
AACC Pubs
CC Times
Website
CC Journal
AACC Meeting
* Select markets where available.
13
14. 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
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
3Q
3Q
14
16. Community College Pilot Markets
Seattle:
• Bellevue CC
• Green River CC
• Pierce CC
• Highline CC
Columbus:
• Columbus State
• Central Ohio CC
• North Central Ohio CC
• Marion Tech
Bay Area:
• Skyline CC
•
•
•
•
College of San Mateo
Chabot CC
Ohlone CC
Mission CC
Los Angeles:
• Long Beach CC
Dallas:
• Tarrant CC
• Richland CC
• Santa Monica CC
• Mt. SAC CC
Austin:
• Austin CC
Atlanta:
• Georgia Perimeter
•
•
•
•
Chattahoochee Tech
Gwinnett Tech
DeKalb Tech
Atlanta Tech
Miami:
• Miami Dade CC
• Broward CC
Perfect Storm
16
17. Community College Media Strategy
Reach and frequency campaign utilizing multiple channels while
maintaining a consistent on-campus presence.
1
February
8
15
22
1
8
March
15
April
22
29
5
12
May
19
26
3
10
17
24
OLA
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
Newspapers
3 insertions - Feb-Mar-Apr
Table Tents
2 runs in cafeterias, lounges,
libraries, etc.
Kiosks
3-D structure, 5'7" tall, 1 each in
transfer office & career services
office
Posters
8'1/2 X 11, 4C, on bulletin boards
Media Posters
Size 18 X 24, 4C, stand-alone
locations (i.e., near ATMs)
E-mail
1 e-mail blast
17
18. Community College Demand Capture - Web Page
Call to Action
in text and tile
link to the
community
college
landing page.
18
19. Demand Capture – Landing Page
New Field – will
be accessible via
notes field in CRM
Leveraging “Big Bang”
language to drive
mix/match volume
Persistent source codes allow us
to track the campaign.
19
24. FY11 Community College Strategy
Priority #4
Priority #3
Improve Inquiry Efficiency
Accelerate organic inquiry
generation
Drive further inquiry
optimization
Drive web
traffic
through
ads and
collateral
materials.
Use data
from inquiry
form to help
refine
tactics and
target
schools.
24
25. Community College Program - MySpace
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
Community College Program - OLAMySpace
Visits Page Views
September
17
85
October
2410
4482
November
2435
4365
Total
4892
8932
25
26. Community College Program - Facebook
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
Community College Program - OLAFacebook
Page
Visits Views
September
2
8
October
1610
5012
November
2959
7777
Total to Date
4571
12797
26
27. Community College Program – Coffee Sleeve V1
Community College - Coffee Cup Sleeve 1
September
October
November
Total to Date
Visits Page Views
12
187
100
2800
0
0
112
2987
27
28. Community College Program – Coffee Sleeve V2
Community College - Coffee Cup Sleeve 2
Visits
Page Views
September
4
26
October
6
77
November
3
34
Total to Date
13
137
28
29. Community College Program – College Newspaper
Community College Program - Newspapers
Visits
Page Views
September
4
24
October
32
249
November
30
288
Total to Date 66
561
29
30. Community College Program – Poster, Media Kiosk
Community College Program - Poster, Media Kiosk
September
October
November
Total to Date
Visits
15
206
24
245
Page Views
333
3358
269
3960
30
31. Community College Program – devry.edu/college-transfer
FY10 Community Colleges
Visits Page Views
September
44
374
October
34
264
November
56
503
Total 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.
31
32. Community College Program – Email Campaign
Visits
2,000
1,750
1,500
1,250
1,000
750
500
250
0
09/15
09/22
09/29
10/06
10/13
10/20
10/27
11/03
11/10
11/17
Community College Program - Email Campaign
Visits Page Views
September
0
0
October
0
0
November
3136*
3210*
Total to Date
3136
3210
* Metrics Calculated Using Google Analytics
# 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
32
33. Community College Program – Form Landing Page
Spike in traffic to Community College & Transfer Student
landing page on 11/14 due to email drop.
DeVry2.com/landing42
Visits Page Views
September
897
1160
October
629
823
November
3463
3708
Total to Date 4989
5691
33
34. Inquiry Mix and Performance
140
120
100
80
60
Events
Internet
40
20
0
Inquiries
Apps
Inq/App
S
tudents
Inq/S
tudent
Event s
252
6
2.4%
0
0.0%
Int ernet
510
60
11.8%
20
3.9%
Tot al
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.
34
35. Inquiry Performance by Region
DeVry US Online
Inquiry Count Application Count
California
Conv
DeVry US Onsit e
New S
tudent Count Inquiry Count Application Count
Conv
New S
tudent Count
E
vent
94
1
1.06%
0
Internet
35
3
8.57%
2
129
4
3.10%
2
16
3
18.75%
1
Tot al
16
3
18.75%
1
E
vent
148
4
2.70%
0
Internet
92
12
13.04%
2
Tot al
240
16
6.67%
2
E
vent
4
1
25.00%
0
Internet
55
6
10.91%
3
Tot al
59
7
11.86%
3
6
0
0.00%
0
Internet
19
1
5.26%
0
Tot al
25
1
4.00%
0
Internet
28
6
21.43%
5
Tot al
28
6
21.43%
5
Tot al
Mountain
E
vent
Internet
North Central
North E
ast
Online
E
vent
Internet
S
outh Central
S
outh E
ast
Tot al
265
29
Tot al
265
29
7
10.94%
7
E
vent
E
vent
Event
252
6
2.38%
0
Int ernet
265
29
10.94%
7
245
31
12.65%
13
Tot al
265
29
10.94%
7
497
37
7.44%
13
9/ 5/ 2010 - 11/ 29/ 2010
- 1-
35
