2. Welcome Increasing Enrollments with Social Media Alison Adair

3. This session Case study – how it worked for us Why social media works What we are doing now Strategies to implement Questions

4. What is Social Media

5. Social - conversation, engagement Media - instrument used to communicate.

6. How a social media and emarketing campaign increased enrollment in a 10-year old program @cstudies by 163% in 3 months for less than $500!

7. Project Management

8. Project Management is one of Continuing Studies at Western’s long-standing programs

9. Project Management Offered for 10 years Average enrollment 20 Last time we filled a course … September 2003

10. Fall 2010 Capacity maximum # students RegistrationsCourses offered in Fall Term Marketing 70402$4500

11. Project Management There is a demand for Project Managers Increased requests for customized programs But enrollment has stalled

12. How can we increase the number of registrations in this program?

13. Additional Challenge

14. Fall 2011 Capacity maximum # students RegistrationsCourses offered in Fall Term Marketing 70402$4500 1053? + 35?+1No increase

15. Previous Marketing Strategy 95% Print Occasional ads in local business magazines Industry publication University newspaper 3-page spread in our Course Calendar

16. How students found our program Brochure13% Friend or Colleague13% Taken a course previously11% Web search47% Website13% Word of mouth2% Ad in publication/newspaper0 Radio0

17. 60% of our student found our programs via the internet

18. eMarketing Strategy Global reach Lower cost Trackable, measurable results Personalisation Openness Social currency Improved conversion rates Advantages

19. eMarketing Strategy Time consuming Labour intensive Disadvantages

20. Our eMarketing Strategy Google Ads eNewsletter Website Twitter

21. Google Ads Customization Fully control your ad budget Easily create and edit your ads See your ads on Google within minutes of creating them

22. Google Ads Keywords

23. eNewsletter Meet Jeff Project Management student Food and Beverage Manager Husband Father of two Adult Learner

24. Web Jeff on our homepage

25. Web

26. Twitter

27. Listen Connect Share

28. Twitter Linking to a story: It’s been called the recession proof profession. You might think of it as a skill for the construction or IT industry... 9-Jun... or you have heard the term on Celebrity Apprentice. http://ow.ly/5zPkC 9-Jun

29. Twitter To celebrate accomplishments: Congratulations to Professional Certificate in Project Management graduate Brandon Ager on his promotion! http://ow.ly/5tjQN 29-Jun

30. Twitter To show the programs popularity After one day of registrations, what are adult learners taking this year? Project Management, Leadership and Management top the list! 2-Jun After a month of registrations, what are adult learners taking this year? Project Management, Leadership and In... http://fb.me/Ng2gj7hX 28-Jun There are 5 spots left in intro to pm course! http://ow.ly/6iY3M 29-Aug Intro to Project Management - in class is now full! We have a few spaces left in the online offering, register soon. http://ow.ly/6iY3M 1-Sep

31. Twitter Real World Applications: Are you responsible for bringing projects in on-time, on-target and on-budget? Seem impossible? Learn how! http://ow.ly/4XtOy 9-Jun Your boss pats you on the back and says, “Congratulations! You’re managing this project.” Now what? http://ow.ly/5VbbF 4-Aug

32. Twitter Word of mouth … or should we say the power of retweet! Almost done! RT @mona_a_80: I just registered for the 6/7 course for my Project Management certificate. Business Administration! @cstudies 8-Aug @aaron_robb The plan is to go get my Project Management Cert. and a few others... with a more "biz focus". 29-Aug There 5 spots left in intro to pm course "@amcgowanca The plan is to go get my Project Management Cert. and a few others" 29-Aug woot! “@coachg: Yay! Books for have arrived for the Project Management & business courses :) Woot. Let the learning begin!” 30-Aug

33. Results

34. Google Ads June and July 833 clicks 1,847,011 impressions Daily budget decreased Aug 1 st

35. eNewsletter The newsletter went online July 13, 2011 Views of the eNewsletter Jul: 95 Aug: 827

36. Web Registering online for a Project Management course 2010 25% 2011 75% Manually registered 30 students in 2010, but only 26 in 2011!

37. Twitter Followers June 1 st 60 July 1 st 177 August 1 st 231

38. In three months our emarketing campaigned has increased our registrations by 163% and saved us more than $4,000 in advertising costs.

39. We filled two courses and almost filled the third

40. Capacity maximum # students RegistrationsCourses offered in Fall Term Marketing Fall 2011 105 1033$398.17 Fall 201070402$4500 Difference+ 35+ 63+1- $4101.83

41. Why social media works Connection Real-time

42. Social media for business Gives your brand a voice Personality Improve customer service Loyalty

43. What are we doing now? Twitter Tweet an average of 10 times per day. Followers increased by 570% this year. Facebook Post once or twice a week. Likes increased by 400% this year.

44. What are we doing now? Linkedin Instructors Students Pinterest

45. Strategies If you only do two things …

46. Campaigns and contests Increase exposure and followers Day to day Builds loyalty and relationships Don’t stop

47. Photos Marketers are reporting double the engagement when they share photos on their Facebook Pages and Twitter, instead of text or links.

48. Photos You don’t need to hire a professional

49. Personal – puts a face to your brand

50. Where we are

51. To say thanks

52. To entice

53. To inform

54. To celebrate

55. In our community

56. The rebrand

57. ? Questions