enrollment campaign case study
DESCRIPTION
Presentation for UCDA National Conference held in Minneapolis, October 2-5, 2010.TRANSCRIPT
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EnrollmEntCampaign
Case study
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Dan WoyChiCkWoyChiCk design
Chris rahillMagnet Marketing
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NortheasterN state UNiversit y
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oNe UNiversit y. three campUses.
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Since 2005, enrollment had been declining.
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-16%
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$600,000 re venue
Shortfall projec ted
2007 2008 2009
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then things got worse.
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so Here’s
WHatWe DiD.
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objECtivEs
drive enrollment for fall 2009. Get undecided prospects to
inquire about nSu.
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targEt auDiEnCEs
traditional undergrad prospects for tahlequah campus
adult and part-time prospects for all three campuses
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Campaign stratEgy
late deciders are overwhelmed by choices.> Make their lives easier by being
a readily-available resource.
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nSu is not well-known outside of the region.> focus on shoring up their base.> use multiple communication channels.
Campaign stratEgy
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provide incentive for prospects to engage nSu.> Increase interest and drive
measurable response.
Campaign stratEgy
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use personality to appeal to young adults.> Be friendly, direct, helpful – and fun!
Campaign stratEgy
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focus on limited set of key benefits.> flexible course delivery options> close student-faculty relationships> Best value in the region
Campaign stratEgy
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positioning
nSu has the right answers for you.
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mEDia stratEgy
diverse mix to reach prospects throughout their day
radio was the anchor medium> Most cost-effective> Best reach/frequency in demographic
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mEDia stratEgy
Key tactical support included:> television spots> Google, facebook, web banner ads
direct mail and email to known prospects
limited newspaper
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incentive Q&a sweepstakes
> Grand prize: $2,500 tuition waivers> First prize: iPods> Daily winners: t-shirts
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WEbsitE
© Northeastern State University, All Rights Reserved. 1-800-722-9614
Can I get a Student Job at NSU? ▲
What kind of financial aid can I get? ▲
What kind of activities are on campus? ▲
QUESTION OF THE DAY ARCHIVE ▲
NSUanswers.com
As someone considering colleges, you have a lot of questions. And you’re not alone. We help people just like you every day get the right answers to questions big and small, whether about NSU in particular, or college in general. Who knows? In the end, you may find out that NSU is the right answer for you.
Post a question and you could win one of our daily, free “Question Of The Day” T-shirts. Plus we’re having special drawings where you could win a free iPod, or even our grand prize: a free $2,500 NSU tuition grant!
When do Fall 2010 class schedules come out?JANE, SALLISAW, OK
Brad, The summer and fall course schedules release together and should be available just prior to spring break! Please look online at http://www.nsuok.edu/Schedules.aspx for more details.MORE ▲
ADMISSIONS ▲ TUITION & AID ▲ MAJORS & COLLEGES ▲ LIFE AT NSU ▲ FALL COURSES ▲
QUESTION OF THE DAY
WILL I FIT INAT NSU?
POST YOUR QUESTION
First Name* Last Name*
E-mail*
Address*
City* State* Zip Code*
Required Fields*
Question*
SEND
Current Student* Future Student*
NSU AT A GLANCE ▲
TAHLEQUAH ▲
BROKEN ARROW ▲
MUSKOGEE ▲
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raDioN S U
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tElEvision
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DirECt mail
9,000 alreaDY Do.
tHe oDDs are in Your
Favor.
Will i Fit inat nsu?
Nonprofit Org.
U.S. PostagePAID
Tahlequah, OKPerm
it No. ???
Go to nsuanswers.com
/tQW
in a $2,500 tuition Waiver!
Northeastern State University600 North Grand AvenueTahlequah, OK 74464
Win a $2,500 tuition Waiver!Send us a question, enroll for Fall semester, and you
could win a $2,500 tuition waiver, or an iPod. And every
day we’re awarding a T-shirt to the person who sends
the best Question of the Day. Contest details online.
Check it out now at nSuanswers.com/Ba.
You’ve got questions about college.Will my credits transfer? Can I finish my degree part time?
How will I fit in? Not to mention: Where do I go for answers?
At Northeastern State University, we handle these kinds of
questions every day. And now we have a website where you
can get prompt and thorough answers. Who knows? In the
end, you may find out that NSU is the right answer for you.
nSuanswers.com/Ba
HoW Will i
PaY For College?
Winning$2,500
Would Be a niCe Start.
Win a $2,500 tuition Waiver!Send us a question, enroll for Fall semester, and you
could win a $2,500 tuition waiver, or an iPod. And every
day we’re awarding a T-shirt to the person who sends
the best Question of the Day. Contest details online.
Check it out now at nSuanswers.com/Ba.
end, you may find out that NSU is the right answer for you.
nSuanswers.com/BanSuanswers.com/Ba
Nonprofit Org.
U.S. PostagePAID
Tahlequah, OKPerm
it No. ???
Go to nsuanswers.com
/BaW
in a $2,500 tuition Waiver!
Northeastern State University3100 E. New
Orleans StreetBroken Arrow
, OK 74014
Does nsu oFFer
classes on niGHts anD WeeKenDs?
Yes.anD Decent coFFee, too.
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aDvErtising
questions about college?go togo to nsunsuanswers.comanswers.com
How will i
Pay For College?
winning$2,500would be a niCe start.
What if i What to Major iN?
We’ve got
56 Degree PrograMs.
aND You’ve got PleNtY of tiMe.
Nsuanswers.com
You’ve got questions about college. Which school is the right fit for me? Where will I live? Will I receive financial aid? Not to mention: Where do I go for answers? At Northeastern State University, we handle these kinds of questions every day. And now we have a website where you can get prompt and thorough answers. Who knows? In the end, you may find out that NSU is the right answer for you.
WiN a $2,500 tuitioN Waiver! Send us a question, enroll for Fall semester, and you could win a $2,500 tuition waiver or an iPod. And every day we’re awarding a T-shirt to the person who sends the best Question of the Day. Contest details online.
Check it out now at Nsuanswers.com.
DoN’tKNoW
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WorD-of-mouth
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rEsponsE managEmEnt
nSu monitors submitted questions and picks “Question of the day.”
nSu enrollment team answers all questions by email within 24 hours.
Weekly follow-up to all responders encouraging further dialog and application to nSu.
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results enrollment up 5.5%
> First-time freshman and graduate students up 12%
credit hours up 4.8%> up on all three campuses
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EngagEmEnt
over 10,000 clicks via facebook and Google ads (> $1/click).
over 1,000 questions from new prospects on the microsite.
Strong conversion of uncommitted applicants and attrition risks.
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EnrollmEnt
april 30 May 15 May 30 june 15 june 30 july 15 july 30 august 15 august 30
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
late aprIldown 600+
2008 2009
auGuSt 5ahead of 2008
May 18campaign Begins
auGuSt 10campaign ends
fall 2009up 483
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$1 MillionneW revenue
enrollment Growth =
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Five-Fold return on investMent
CaMpaign Costs
inCreased revenue
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kEys to suCCEss
campaign integration direct response incentive database management and follow up
collaboration
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Questions?
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Dan WoyChiCkwoychickdesign.com
twitter: woychick
Chris rahillmagnet-force.com
763-529-9114