1. Enrollment & Marketing Update

2. To be effective, mktg has to:
Prioritize Plan Leverage Gather data Track ROI

3. Our reality
Very finite resources Competing priorities Diluted messaging Limited paid media Can’t control earned media
Very finite resources – time, $
Competing priorities
Diluted messaging (progs, bldgs, enroll, CBIZ)
Limited mass media (TV, radio)

4. Focus, focus, focus
Right people Right message Right place Right time

5. Event & activity planning

7. Try, try, try
Build for the future, work in the now Not all ideas will work Align initiatives Coordinate efforts
Just because you don’t see our ads doesn’t mean we’re not doing anything
Saying too much, you say nothing

8. Email & social messaging

9. Print & outdoor

10. Outreach activities

11. Leverage resources
IAM & IHUM Grants Intermediary Grant WIOA HS Relations

12. Data, data, data
Mine sources for contacts Refine target demographics Enrollment & program data analysis

13. Track & measure
campaigns Social media engagement Postal mail targeting Event effectiveness Registration survey

14. Old contacts can still yield results but get harder to reach

15. Engagement history

16. Scholarship app campaign
s/fb
App increase
App demo breakdown

17. Separate audiences

18. Ad & message variations
Target audience
Ad & message variations

19. We moved the needle
65% increase

20. Enrollment messaging

21. Retention messaging

22. Y2Y Event attendance 40% increase 220% increase segments & objectives
Direct sell: on-campus events, high school outreach
Soft sell: community outreach, event-as-service
On-campus events
Tater Toss, Art Festival, Shootout, Family Mondays, IMT Day, Sci & Math Day, Monster Mash, Clark Co. Testing Day, College Goal Day, career days, visiting K12 team ball games, health careers fair
Community events
Steamboat Days, Rodeo, movie nights, football nights, STEMFest

23. Spring registration survey
How did you learn about registration?
, signage, Hawknet, instructor, students
Most effective to get you to register?
, signage, Hawknet, instructor, text
How was online registration process?
Easy-peasy: 48% Fine: 42%
Rate the help you received
Fabulous: 83% Ok: 14%
597 respondents (24% total headcount)

24. Next steps
Refine contact mgt processes Program marketing analysis More current student communications Incorporate & measure tracking data
Redesign prospect comm mgt (fewer letters; more postcards, s & texts)
Program marketing analysis (measure capacity, retention, graduation rates)
Schedule events more strategically (coordinate planning, tie events to decision milestones)
Expand current student communications (support resources, registration, financial aid, engagement activities)
Incorporate & measure tracking data (contact gathering, targeting, communications, engagement)