swag pilot project financial aid and scholarship communication
TRANSCRIPT
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SWAG Pilot Project
Financial Aid and Scholarship Communication
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Communication is changing
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From one to one, to many to many
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CCC Social Web Action Group
▪ Public Affairs
▪ Web
▪ ASG
▪ Student Leadership
▪ Athletics
▪ The Print
▪ Distance Learning
▪ Foundation
▪ Enrollment Services
▪ Student Services
▪ Campus Services
▪ Facilities
▪ Call Center
▪ Campus Safety
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SWAG goal: to effectively communicate our messages through digital channels
▪ Think strategically about communication: How do we support CCC priorities?
▪ Coordinate among team members to ensure cross promotion of content , activities and information for optimal awareness
▪ Increase recall of messages
▪ Reinforce core messages
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Our pilot project
Financial Aid Scholarship Information campaignA three-pronged approach
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The situation and the strategy
▪ Imagine Clackamas survey of more than 1100 people found finances is the biggest obstacle for students.
▪ Foundation gives $500,000 in scholarships to students each year.
▪ Only 42 scholarship applications received when we started.
▪ Concentrated marketing/communication push to get people to financial aid information and apply for scholarships.
▪ Support fall recruitment and enrollment.
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Financial Aid/Scholarship Newsletter
For the first time we purchased email contacts for high school juniors and seniors, and teachers/counselors.
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Financial Aid Scholarship and Information Center landing page
Created a landing page to drive eblast recipients and others to.
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Online ad campaign: Facebook & Google
Created a series of about 20 Facebook and Google ads targeted to high school juniors and seniors in our district in their parents.
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So what are the results so far?
Landing page• 287 unique page views• Average time on page
01:43Online ad campaign• 374,296 impressions
(4/4)• 81 click throughsEblast• Open rate so far 3.2%
▪ Finaid landing page
▪ Facebook/Google ads
▪ Eblasts to students/teachers/counselors