Marketing Report November 2014

Purpose The purpose of this report is to show trend information for recruitment and marketing programs at all University of Mount Olive locations. Where possible, comparisons over time are shown. Marketing and recruitment activities differ for traditional and nontraditional programs, so some comparisons are not appropriate. This is not an enrollment report.

Introduction The following data is gathered from inquiry calls/visits, contact forms, applications, and SSRS reports. Recruitment activities, purchased media, website traffic, and other promotional and marketing efforts help drive students to our website and other points of contact. Information is used to track what kinds of advertising prompts action for various audiences.

1 st Time Contacts Received UMO received 6,753 first time contacts from July to November 2014; 5,577 were for traditional programs and 1,203 were for nontraditional locations and online programs. The graph depicts program interest of these prospects.

1 st Time Nontrad Contacts by School

Applications Received The 5-month year total (July to November 2014) of undergraduate applications received = 1,816, with 769 or 42% going to traditional admissions. This is an all time high as far as we know since we began collecting data for the undergraduate program. The number of apps received at some nontrad locations is down compared to previous recent years. The graph below provides the number of apps received by location/program.

Nontraditional Admissions Recruitment Activities The recruitment activities conducted by nontraditional admissions representative help to promote the University in their local regions. These include community relations events, presentations and recruiting visits, and materials distribution. The nontrad Ad Reps also participate in career fairs at community colleges and businesses. Much of what they do includes first time efforts to get UMO’s name out into the public. The chart below demonstrates their activities during the month of November. Recruitment Activities by Nontrad Location/Type November 2014 Activity at UMO Commu nity Relation s Blast Mass Mailing Dropoff Material Presenta tion Recruiting Visit Table/B oothTotal First time efforts % of efforts new Evening College % Jacksonville % New Bern % RTP % Washington % Wilmington % Total %

Hobson’s Nontrad Marketing Campaign The Hobson’s Nontrad Marketing Program is being evaluated. The chart below shows results 5/14 to 11/14. October was a really good month with 140 inquiries, but November showed only 57 total inquires. Hobson's Nontrad Marketing CampaignMar-14Apr-14May-14Jun-14Jul-14Aug-14Sep-14Oct-14Nov-14 Total by Location Mount Olive Jacksonville New Bern RTP Washington Wilmington Online Smithfield TOTALS

Top Sources for Traditional Admissions Prospects The top sources of information for traditional admissions prospects (6,732 mentions) included the college fairs in various states: NC, SC, VA and others. This is up from previous years, due to the recruitment activities and expanded travel territories adopted by the trad admissions team via the strategic plan. High school visits, to include the mid-November app week, also provided many interest cards and applications. Athletic questionnaires and referrals by UMO and high school coaches, high school teachers, and guidance counselors also provided significant leads. The graph on the next page shows the top sources for the last 5 months, July to November 2014.

Top Sources for Traditional Student Prospects

Top Sources: Nontrad Admissions Adult first time contacts mentioned various places and formats where they heard about UMO’s nontraditional programs in November Referrals from UMO related individuals = 50 Referrals from outside UMO = 55 Hobson’s Nontrad = 22 TV, radio and billboard ads = 31 All others = 52 During the 5 month period, there were 1,857 source mentions (we track multiple mentions, thus unique individuals can mention more than one source of information), with outside referrals and Hobson’s Nontrad holding the lead. In November, all sources showed a dip probably due to the recent elections and holidays.

Top Sources: Virtual Programs There were 111 ad source mentions from first time contacts looking at the RN to BSN program from 7/1/14 to 11/30/14. The majority were referrals from friends and students currently in the program. New students, beginning in January 2015, will be enrolled in the Cap Ed platform, and the virtual RN to BSN program will be phased out.

Top Sources: SJAFB The main source of information for first time contacts coming into the SJ programs is the base education office. Recently, with more concentrated physical advertising off base (we are working to attract more civilians), and faculty and evening college reps helping to promote the SJ programs, we are seeing a few mentions of commercial advertising in addition to referrals.

Web Analytics Google continues to out do all other search engines in driving traffic to umo.edu

The average visit length in minutes to was 2-3 minutes during the March to November 2014 time period. The average pages per visit was 2.07 About 1/3 of the visits were from newcomers There were 5,662 Facebook friends recorded by 11/30/14.

This summary… was prepared using various SSRS reports developed by Ken Davis and generated from the PowerCampus system. Other reports are provided by Jennifer Merritt, Georgette Prichard, and admissions representatives. Submitted by Barbara Kornegay, VP for Enrollment

Conclusions Interesting changes this month – There were more first time contacts interested in programs offered by the School of Arts and Sciences (54%) than TSB (43%). This trend has been showing up for a few months. – Traditional applications for the 5-month period were up to 769—a record for this time period, which included a successful visitation day, the CFNC state application week, and many college fairs and private visits by traditional admissions reps. – The number of first time contacts and applications for nontraditional programs were not at the levels needed to make enrollment goals for the year.