City College of San Francisco 2015 Marketing Overview For the PGC. Pamela Cox-Otto, Ph.D. - Interact Communications
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2 City College of San Francisco 2015 Marketing Overview For the PGC Pamela Cox-Otto, Ph.D. - Interact Communications
3 Fall 2015 Marketing Future Focused.
4 Fall 2015 Marketing: Audiences General Audience Prospective Students Recent High School Graduates Transfer Students Targeted Audiences Current Students Stop-Outs Applied but not Registered
5 Fall 2015 Campaign Specifics Campaign Overview 70+ overall marketing pieces and placements blasts, postcards, radio ads, billboards, transit & shelter ads, campus posters, campus banners, web slider ads, SFMTA interior card ads Television spots General Audience Materials TV Radio Print (digital billboards, bus and transit ads, poster, flyer, web slide ads) Digital Ads (Facebook, Google, YouTube, Hulu, Pandora, etc.) Targeted Audience Materials Postcards Blasts Digital Ads (Facebook, Google, YouTube, Hulu, Pandora, etc.)
6 Fall 2015 Marketing: Media Buy TRADITIONAL & DIGITAL CAMPAIGN RESULTS SUMMARY 79,037,142 impressions purchased: Digital (Facebook, Google, YouTube, Xbox, Pandora) 17,938,496 Outdoor 24,061,484 Cable & TV 36,016,362 Radio 1,020,800 Budget distribution 26% digital (Facebook, Xbox, YouTube, Google Search) 18% radio (Pandora radio and iheart internet radio included) 22% outdoor 10% newspaper 24% cable (note: included in radio category) Estimated 275 GRPs/week against CCSF audience; approximately 93% reach (against CCSF audience) at average frequency of 2-3 per week Budget and media weight distributed evenly across all advertising weeks
7 Fall 2015 Marketing: Media Buy
8 Fall 2015 Marketing: Media Buy
9 Fall 2015 Marketing: Media Buy
10 Fall 2015 Marketing: Media Buy
11 Fall 2015 Marketing: Media Buy
12 Fall 2015 Marketing: Media Buy Schedule
13 terials_fall15 Fall 2015 Marketing Campaign
14 Summary of Fall (1) Campaign Overview (What We Did) 70+ overall marketing pieces and placements Campaign: blasts, Robocalls, texting, postcards, radio ads, billboards, transit & shelter ads, campus posters, campus banners, web slider ads, SFMTA interior card ads, Cable, Facebook, Google, YouTube, Digital Radio Impressions (Who Saw It) 79,037,142 impressions purchased: Digital (Facebook, Google, YouTube, Xbox, Pandora) 17,938,496 Outdoor 24,061,484 Cable & TV 36,016,362 Radio 1,020,800
15 Summary of Fall (2) Outcome (Did it Work?) Advertising: 79,037,142 impressions purchased (Can t show efficacy for traditional media) Digital (Facebook, Google, YouTube, Xbox, Pandora) 17,938,496 Measureable Media are Digital: 44,917 Click-Throughs Our Rate is 2.5 clicks per thousand Industry Rate is.6 clicks per thousand Campaigns 20 Flights to 6 Audiences (Current/Stop Out/Applied not Registered/HS/Not Paid/GED)
16 Spring 2016 Campaign
17 Spring 2016 Marketing: Audiences General Audience Prospective Students Targeted Zip-Codes Recent High School Graduates Soon to Graduate HS Students Targeted Audiences Current Students Stop-Outs Applied but not Registered Non-Credit ESL
18 Spring 2016 Marketing: Audiences Updates and New for Spring 2016 Current Student Retention: Assist CCSF in retaining students from term to term Additional s to Current Students Non-Credit Course Advertising: Digital Traditional Print and Posters for ESL Neighborhood Newspaper Ads Connecting CCSF s Facebook Page to Marketing Campaign Instagram Advertising
19 Spring 2016 Campaign Specifics Campaign Overview blasts, postcards, radio ads, billboards, transit & shelter ads, web slider ads, SFMTA interior card ads General Audience Materials TV Radio Print (digital billboards, bus and transit ads, poster, flyer, web slide ads) Digital Ads (Facebook, Google, YouTube, Instagram, Hulu, Pandora, etc.) Targeted Audience Materials Postcards Blasts Digital Ads (Facebook, Google, YouTube, Instagram, Hulu, Pandora, etc.)
20 terials_spring16_approved/ Spring 2016 Marketing Campaign
21 Where We Are Continuing Student Enrollment Volatile Open Enrollment Starts December 3 rd... Where New Students Can Register Monitoring and Responding Critical Question How can we retain current students Asked Faculty to Engage with Students with 1-1 reminder Failure to Return / Failure to Appear Study in Spring. Significant Focused Pushes
22 interactcom.com youtube.com/interactcom facebook.com/interactcom twitter.com/interact
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