Priority #2: Marketing and Recruitment. I-Situation analysis. Market review

Transcription

1 Pririty #2: Marketing and Recruitment I-Situatin analysis Market review New Paltz enrllment numbers Trend last ten years fr grad schl Trends by schl/department Shw relative imprtance Schl f Ed. Full time versus part time Cmpetitive Envirnment- Analyze prgrams Marketing activity Refer t Scarbrugh educatinal envirnmental scan- Cmpetitin in educatin Prgram gaps Delivery methds II-Objectives Utilize an Integrated Marketing Apprach Develp a segmented and targeted recruitment/marketing plan brken dwn by: Schl, department and prgram Identify and develp key recruitment tls and have a separate plan fr each Campus visits/infrmatin Sessins: Open huse Recruitment Fairs Faculty cntact/invlvement Media/utreach Other Vika Shck

2 Pririty #2: Marketing and Recruitment III-Strategic Initiatives A-Brand Image and Identity Fcus n specific prgrams rather than grad schl, units/ schls r even departments Acknwledge that grad students are nly interested in their prgram Use Empire State as a guide in ffering ppular prgrams Psitin The Graduate Schl as a leadership Institutin Identify leading prgrams t supprt the leadership image Capitalize n star prfessrs Highlight leadership pprtunities in all PR, internal prmtin and utreach Fcus n successful grads, career results, testimnials where apprpriate Emphasize Academic Quality and value prpsitin rather than cst advantage Prgram Outcmes Distinctive Qualities Faculty Attributes/Accmplishments Added Benefits: Access t [e.g. Literacy Clinic, Samuel Drsky Museum f Art (SDMA), etc.] Grant pprtunities Hudsn Valley Writing Prject (HVWP) Institute fr Disaster Mental Health (IDMH) Maintain cnnectin with New Paltz institutin and capitalize n upward trajectry f reputatin Rankings, Yur public university, etc B-Imprtance f web site updated by prgram The Graduate Schl s website is its fundamental marketing vehicle. All f ur marketing materials and advertisements lead prspective students t ur website t learn mre abut us. Currently, ur website is need f a face lift. With the assistance f the Web Cmmunicatin ffice, we culd refcus the purpse f the website t illustrate ur graduate prgrams distinctive qualities, highlight ur faculty, engage with current students and alumni and make applying easier. A few changes wuld include: Prgrammatic Apprach Highlight different prgrams thrughut the year Faculty Sptlight Feature a different graduate faculty member with links t faculty prfile and sample curses. Vika Shck

3 Pririty #2: Marketing and Recruitment Rbust Event Calendar Advertise Applicatin Deadlines Infrmatin Sessins/Open Huse Prgrammatic Events (e.g. Lectures, Petry Readings, Cnferences, etc.) Prgrammatic webinars r nline advising sessins Applying t a graduate prgram Graduate Funding Opprtunities Online Infrmatin Sessins New Student Orientatins Graduating Infrmatin Sessins Glbal Apprach Offer translated versins f website Expand infrmatin fr internatinal students Applicatin prcedures Newly admitted student infrmatin C-Define prspective student target ppulatins New Paltz undergrads Develp a cncerted recruitment plan Stay at Hme Campaign Implement an internal marketing plan Prmte Five-year prgrams External prspects (recruitment fairs, walk-ins, etc.) Implement prspect cmmunicatin plan (see Appendix ) Online/Scial Media prspects Seek assistance frm the New Paltz Scial Media Manager t develp and maintain a scial media advertising apprach New Paltz Alumni Increase utreach t UG Alumni thrugh direct mail, , etc. Stay cnnected with GR Alumni Stay engaged and prmte graduate pprtunities Graduate nn-cmpleters Re-engage this ppulatin f students int their graduate prgrams Nn-matriculated graduate students Nn-degree certificate prgrams Lcal Cmmunity/cmmuters/emplyers Develp pathways/crprate spnsrship Advertise special prgrams that Vika Shck

4 Pririty #2: Marketing and Recruitment Teachers/Educatin Reach ut t lcal superintendents Capitalize n ur relatinships with teacher centers (e.g. Rckland Teacher Center, etc.) Internatinal Target specific majrs that are attractive t the internatinal market Translate marketing materials and website int the target language Educate agencies abut ur prgrams and applicatin prcess Demystify the prcess fr securing husing (e.g., nline resurces, reputable real estate agents, ther graduate students, etc.) D-Determine academic prgrams t be prmted Establish criteria t qualify fr prmtin Demand-what des market want Grwth ptential Lss leader/hal prgrams that might be at capacity-cmm. disrders Institutinally selected by Dean/prvst Enrllment flexibility Distinctive quality New r revised prgram Wrk with departments t ascertain which prgrams they wuld like t prmte and which marketing venues wuld best meet their needs E-Develp faculty utreach and advisr rle t enhance student centered apprach Educate faculty n the imprtance f clse attentin/relatinship with grad students Persnal accuntability in the success and health f their prgram Faculty/Dean (yield) s and phne calls if necessary Faculty/Dean marketing activity by prgram IV-Review f current prmtinal activity Currently, we attempt t market all f ur graduate prgrams equally. We engage in fur main marketing campaigns: Overarching Campaign all year Advertises all f ur graduate prgrams and events via WAMC, Ggle Ad Wrds, Yah behaviral marketing and graduateguide.cm Recruitment Fair Campaign fall semester Prmtes all f ur graduate prgrams via targeted s and campus newspaper Vika Shck

5 Pririty #2: Marketing and Recruitment advertisements the week prir t a campus visit Open Huse Campaign spring semester Publicizes ur pen huse event via WAMC ads, graduate schl website, tile ad n the main New Paltz webpage, Ggle Ad Wrds, Yah Behaviral marketing, internal marketing (ecards, signage, etc.) Internatinal Campaign all year Highlight prgrams that are appealing t ur internatinal markets in China and India. In China, we prmte the MS in Cmputer Science and Electrical Engineering, the MBA in Business Administratin and Public Accuntancy, the MS in Music Therapy and the MSEd in Secnd Language Educatin (TESOL cncentratin). Our Indian market is interested in ur MS in Electrical Engineering and Cmputer Science and the MBA. The MFA prgrams are appealing t ur Eurpean, Chinese, Krean and Japanese markets. We utilize ur agencies in China and India and supplement this effrt thrugh a scial media campaign with zinch.cm. Assessment Limited Resurces Our current level f funding desn t allw us t adequately prmte all f ur graduate prgrams effectively. Therefre, we plan t change ur apprach t marketing by nly prmting prgrams that meet criteria (see sectin D abve). This prgrammatic apprach will enable us t fcus n specific prgrams and better tell ur stry. Additinally, this theme will be carried thrugh in ur website and graduate viewbk. Return n Investment (ROI) Currently, we cannt ascertain the ROI n ur WAMC advertisements, r print media purchases. Hwever, we receive click thrugh data fr ur ed campaigns and we can track the referral traffic t all f ur web pages using Ggle Analytics. In this way, we are able t track the effectiveness f ur nline media buys like graduateguide.cm and zinch.cm. Additinally, the Ggle Ad wrds campaign and Yah Behaviral targeting prvides us with detailed reprts. Prmtinal Budget Our plan includes a reginally-based radi campaigns, direct marketing campaigns, attendance at dmestic and internatinal recruitment fairs, and an aggressive web presence. Our survey research with prspective students tells us that the majrity f dmestic students learn abut The Graduate Schl and ur events (e.g. Open Huse) frm nline resurces. We plan t increase ur web presence thrugh ppular sites such as gradschls.cm, Yah, Facebk, LinkedIn, Pandra, iheart Radi and Ggle (via Ggle AdWrds) and internatinally via zinch.cm. With the exceptin f ur radi ads, we will be able t track each media buy that has been utlined abve using Ggle Analytics. A detailed marketing and recruitment budget may be fund in the appendix. V-Recmmendatins Redesign the Graduate Schl website Cntinue an nging marketing cmmittee Vika Shck

6 Pririty #2: Marketing and Recruitment Offer marketing wrkshps in schls/departments Develp webinars/shrt vides t prmte prgrams and events n campus Prvide assistance/infrmatin fr btaining husing Create a graduate viewbk, translate it fr internatinal markets, and make it web friendly Emply graduate students t increase invlvement with specific prgrams and schls t aid in recruitment/prmtin/web updates Increase prmtinal budget fr enhanced media relatins, translatin services and t prmte news, events, as well as general prmtin Use utside help t develp SEO, scial media Examine cnversin rates and practices by department/prgram t assess return n inquiry Create metrics t assess and evaluate activity Vika Shck