The Importance of Building Effective Communication Plans

Centenary College of Louisiana

Jennie Monk-BynogAssociate Director of Admission

Agenda

• About Your Presenter

• About Centenary

• Learning Objective

• The Past

• The Present

• The Future

• Q & A

About Centenary

• Private Liberal Arts College• 600 Undergraduate and Graduate Students• Shreveport, Louisiana

• My Role(s) @ Centenary:

• Associate Director of Admission• Territory- All Non-Traditional Categories

• Transfer, Military, International Students• Com Flow Coordinator

• Create a working Communication Flow for all Prospective Students• Create Communication that Attracts Prospective Students and Keeps

Admitted Students Engaged through Enrollment (Anti-Melt Tactics)• Help Design, proof, & approve all communications for Admission

• Other Duties as Assigned by the Director

Learning Objective

• Take you through the past, present and future of Centenary Comm Plans.• What our struggles, successes and our plan for our future

Communication Plans @ Centenary

• Past • Present • Future

The Past

• No staff member to coordinate

• Silos

• No thought as to timing of information• Communication plans were built around pieces that were designed as

events were created or approached.

• No set plan

Silos

The Present

• Mixture of silos and flows

• Use Case Messages to track Communication for Individual Student

• Developing a new brand

• Learning the ropes

• Examining results

FlowsJunior Communication Flow

Old Brand

Centenary New Brand“Do More”

http://www.centenary.edu/admission/publications

Future

• Developed a solid plan- Prospect to Deposit/Enrolled - Com Plan Coordinator - Role of all Admission Staff

• Personal approach- Focus on what makes us unique- What is the tip of the spear?- How much is too much/not enough

• Is our com plan sustainable? - Man power- Budget

Com Flow (Designing)

New Com Plan (Designing)

Com Flow Piece Order DayProspect Welcome Letter 1 0Online Inquiry Form Email 1.5 1Visit Post Card 2 2Visit Email 2.5 2Student Story-Katie 3 4Social Media Email 3.5 4Student Life-Leadership 4 7The Weekly Sign Up Email 4.5 7CIP Intro Email 5 10CIP Clips from Paris 5.5 10History & Traditions-Motto 6 14CIP Video Email 7 21Online Store 6.5 14Student Story-Kaitlyn #1 8 28Student Life-Greek 9 35Top 5-Faculty 10 42Student Story Email-New #1 11 49Student Life-Sports 12 56Student Story-Donovan 13 63Student Story-Tierra 14 70Academics Email-Chirhart 15 77Student Life-Service 16 84Student Story-Kaitlyn #2 17 91Athletics Email-Women's Soccer 18 98Student Story-Michael 19 105Arts-Museum 20 112Student Life-Arts 21 119Student Story Email-New #2 22 126Arts-Choir 23 133Top 5-Students 24 140History & Traditions-Homecoming 25 147Student Life-Relgious Life 26 154Academics Email-Hawkins 27 161Arts-Visual 28 168Student Story Email-New #3 29 175Student Story-Kayla 30 185Athletics Email-Swimming 31 189Student Story-Jeremy 32 196Arts-Theatre 33 203Top 5-Alumni 34 210History & Traditions-Brinner 35 217Student Story Email-New #4 36 224Athletics Email-Tennis 37 231

Questions?