coordinated communications in enrollment management | 2015.03.17

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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<www.applyuk.com | #seeblue

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/Analyt ics

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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



• Advertising revenue $800 million

TUMBLR

Microblogging



• Advertising revenue $100 million

http://adage.com/article/digital/facebook-s-mobile-revenue-hits-2-5-billion-prices-soar/296869/

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<www.applyuk.com | #seeblue 6

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

https://www.slideshare.net/TrackMaven/when-to-postslidesharepdf

https://medium.com/backchannel/a-teenagers-view-on-social-media-1df945c09ac6

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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?

http://blog.dlvrit.com/2013/08/how-many-facebook-posts-are-made-each-minute-infographic/

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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


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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


https://blog.dashburst.com/infographic/best-tumblr-posting-times/

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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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11tagboard 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

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*



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CLICK TO EDIT MASTER TEXT

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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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

QUESTIONS?

coordinated communications in enrollment management | 2015.03.17

Technology