A high overview of coordinated communication activities that take place in UK's Enrollment Management. Combined and coordinated approach for traditional and digital means of communications.

1. C O O R D I N A T E D C O M M U N I C A T I O N S I N
E N R O L L M E N T M A N A G E M E N T

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AGENDA
• Communications and Marketing Mix
•Social Media & Digital Communication
• CRM and Data Driven Communications
•Email, Text/SMS, & Web Communications
• Analytics/Measurement
• Targeted Strategies
•Future Direction
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COMMUNICATIONS MIX
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SMS/TEXT
Text messaging using Mozeo, sending
messages directly to a handheld
device/phone
WEB COMMUNICATIONS
Drupal. Internet based communications
using department specific websites and
technologies
SOCIAL MEDIA
Facebook, instagram, twitter &
tumblr. Ads, posts, pictures and
videos
DIRECT MARKETING
Letters, postcards, view books,
brochures, invites, specialty mailers
AUTOMATED CALLS
Service like ‘Call -em-All’ which can
leverage a recorded voice with a desired
audience
EMAIL
Targeted emails that are responsive
to users devices
DATA/CRM

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Measurement/Analytics
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SMS/TEXT
Usage reports from sms/text
message read rates
WEB COMMUNICATIONS
Google Analytics, Chartbeat,
mouseflow, etc.
SOCIAL MEDIA
Tagboard, social media
listening, advanced analytics
DIRECT MARKETING
EM’s home grown integrated
strategic comm database
AUTOMATED CALLS
In depth usage reports on calls made
EMAIL
litmus email analytics
DATA/CRM

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Social Media Channels
References:
http://en.wikipedia.org/wiki/Facebook
http://en.wikipedia.org/wiki/Instagram
http://en.wikipedia.org/wiki/Twitter
http://en.wikipedia.org/wiki/Tumblr
http://adage.com/article/digital/facebook-s-mobile-revenue-hits-2-5-billion-prices-soar/296869/
http://www.theguardian.com/technology/2014/oct/23/tumblr-yahoo-revenues-2015-ads-nsfw
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FACEBOOK
Multi-modal
• 11 years old (2001)
• 1.45 Billion Users
• Advertising revenue
$2.5 billion
INSTAGRAM
Photo/Video platform
• 5 years old (2010)
• 300 million users
• Advertising revenue:
unknown
TWITTER
140 Characters or Less
• 9 years old (2006)
• 284 million users
• Advertising revenue
$800 million
TUMBLR
Microblogging
• 8 years old (2007)
• 225 million users
• Advertising revenue
$100 million

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BEST TIME TO POST?
• Posts published on Sundays
have the greatest interaction
per cost (2.72)
• Yet post published at night get
the most interactions
• source: https://www.slideshare.net/TrackMaven/when-to-
postslidesharepdf
POPULARITY?
• 1st with 1.45 billion accounts
• Teens say:“Facebook is something
we all got in middle school because
it was cool but now is seen as an
awkward family dinner party we
can't really leave.”
• source: https://medium.com/backchannel/a-teenagers-view-on-social-media-1df945c09ac6
• Multimedia postings
• Granular Advertising platform
• Groups functionality
• Facebook messenger
WHAT’S UNIQUE?
4 1 , 0 0 0 P O S T S E V E R Y S E C O N D
2 . 4 M I L L I O N P O S T S E V E R Y M I N U T E

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• Peak: Thursday (17.4%) tweets
posted
• 284 million active users
• 100 million daily
• Average time spent on twitter: 170
minutes
• Instant Communication
• Brand response time
• Hashtag organization
6 , 0 0 0 T W E E T S A S E C O N D
3 5 0 , 0 0 0 T W E E T S P E R M I N U T E
5 0 0 M I L L I O N T W E E T S P E R D A Y
2 0 0 B I L L I O N T W E E T S P E R Y E A R
source:https://blog.dlvrit.com/2013/08/how-many-facebook-posts-are-made-each-minute-infographic/
BEST TIME TO POST? POPULARITY? WHAT’S UNIQUE?

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7 0 M I L L I O N P H O T O S A D A Y
2 . 5 B I L L I O N L I K E S A D A Y
1 0 0 0 C O M M E N T S A S E C O N D
• Monday during the day.
• Photos, anytime
• Videos, from 9PM - 8AM
• +900% growth from Jan 2013
• More growth than any other
platform in this time period
• 41% of Instagram users are between
the ages of 16-24
• Photo and video sharing only
• Photo manipulation
• Community
• Hashtag trends
BEST TIME TO POST? POPULARITY? WHAT’S UNIQUE?

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• Saturday and Sunday are the most
active days
• Nights maintain the most activity
with 42% of posts taking place
from 5p - 1a.
https://blog.dashburst.com/infographic/best-tumblr-posting-times/
• Fastest growing platform - outpacing
Instagram and twitter
• Active users jumped 95% in 2014,
with Pinterest right behind
• Multi-modal platform (videos,
text, images, audio, etc.)
• Followers, community, multiple
bloggers
• Convenient - ask feature
• Hashtags
3 8 , 1 9 4 P O S T S E V E R Y M I N U T E
3 8 5 M I L L I O N P O S T S P E R W E E K
2 0 B I L L I O N P O S T S P E R Y E A R
BEST TIME TO POST? POPULARITY? WHAT’S UNIQUE?

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#Hashtags
Hashtag
A word or phrase preceded by a hash or pound sign (#) and used to identify messages on a specific
topic.
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tagboard at events…

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CRM
CRM = Constituency
Relationship Management
System
•Prospective Student
Database
•Email management system
•Events management system
•List generation for data
driven communication
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EMAIL
•Nearly all seniors and their parents will open
an email from a campus they are
considering.*
•Mondays are best for email read rates
•Personalized subject lines are 22.2% more
likely to be opened (e.g. The Deadline has
been extended, Tyler!)
•In 2013-14 cycle Enrollment Management
sent over 2.4 million emails
• Changes in gmail, exchange and yahoo
inboxes significantly affect read rates
•Mobile first, responsive emails based on the
user device
•In February 2015, 61.5% email read rates
sourced from a mobile reading environment
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EMAIL COMMUNICATIONS
*https://www.noellevitz.com/papers-research-higher-education/2014/2014-e-expectations-report

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Analytics
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WEB COMMUNICATIONS
3.5 Billion Google Searches per day
1.2 Trillion Google Searches a year

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Web Communications
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•Drupal 6 and 7-based websites
•1.5 million sessions on
www.ApplyUK.com
•4.7 million page views received on
applyuk.com
•Average 25-30 visitors on our pages at
any given time
• Over 3,000 pages of information
across all EM websites
•Desktop, tablet and mobile device
ready
•9/10 seniors have access to a
mobile device*
*https://www.noellevitz.com/papers-research-higher-education/2014/2014-e-expectations-report

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STYLES
Analytics
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Direct Marketing/Publications
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•Significant print and direct
marketing efforts
•21 Preview Nights
•Invites, postcards, etc.
•360 Out of State Events
•470 Events in KY
•Targeted direct mail
•View books, postcards, letters,
brochures, etc.
•Refreshed, rebranded and updated
each cycle

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AUTOMATED CALLS/TEXTING
Texting & Calling
•Reinforcement of email/letter
•Dates and deadlines
•Event invite calls/texts
•Reminders - day before/day of
•61,000 phone calls generated from our call
center efforts, all student staffed
•Over 4,000 text messages sent in 2013-14 cycle
•205,000 automated calls made in 2014-15 cycle
•More than half of students and parents are
willing to receive text messages from
campuses.*
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*https://www.noellevitz.com/papers-research-higher-education/2014/2014-e-expectations-report

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Process
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Future Directions
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• Mobile first communications/information
• Measuring direct marketing efforts via USPS data
• Information delivered by Mobile app (iOS, Android)
• Relational Web Communications - Custom Content
Delivery System
• Continue to explore targeted ads on social networking
• New platforms and services for delivering information on
a mass scale
• Enhanced measurement and analytics

22. QUESTIONS?