OIA Fall 2015 Enrollment Marketing & Promotions

Transcription

1 Napa Valley College Board of Trustees August 13, 2015, Regular Meeting Agenda Item 8.5. OIA Fall 2015 Enrollment Marketing & Promotions (updates: 8/10/15; 7/6/15, 5/15/1; original created April 1, 2015) developed and reported by OIA Director Lissa Gibbs with oversight by President Ron Kraft VINE Bus Advertisement year round beginning in May 2015 Routes to/from Solano County and along Highway 29 (American Canyon to Calistoga, through city of Napa) Face Book Boosted post during months of March, April, May, June, & July Tweeted March, April, May, & June NVC Fall 2015 Schedule of Classes 43,000 bulk mailed directly to all Napa County residential addresses and to residential addresses within Sonoma County that fall within the Napa Valley Community College District boundaries 2,000 distributed on NVC campus (Welcome Center) and to Napa County libraries, coffee shops, senior centers, and non profit cultural and educational centers (with NVUSD campuses closed for the summer, copies were distributed on a limited basis to area high schools). Copies were distributed to students who came to the NVC Mega Orientation sessions on June 18 & 19 Paid Advertisement La Voz (monthly) Half page ad in bilingual newspaper: June (without Best Colleges graphic), July, & August. Circulation of 60,000 distributed to Marin, Sonoma, Napa, Mendocino, Lake, and Solano counties. Additional weekly bi monthly La Voz Facebook posts 1 Page 1 of 14

2 August 13, 2015, Regular Meeting Orientation & Early Registration Sessions Included as advertisement within bulk mailed NVC Class Schedule (late May) PeachJar bi lingual posting to all NVUSD high school households, teachers, counselors, administrators, and staff (May) Mass ing to Friends of NVC list (approximately 4,500 contacts) Face Book Boosted post (May & June) Tweeted (May & June) Sandwich Board sign in front of 1300 Building Media Release covered by NV Register & Vallejo Herald Times NVC Homepage HOT TOPIC (May and June) Community Event: Downtown Napa s Fourth of July Parade Participation of both 2015 Valedictorians and a small group of NVC staff volunteers Personal distribution of 500 BE A SMARTIE! Enroll to get YOUR College Degree! Fall Classes Begin August 17 flyers with candy 2 Page 2 of 14

3 August 13, 2015, Regular Meeting Napa Cinemark Movie Theater Paid Advertisements On all screens of local Cinemark theater as part of rotating order of previews Daily rotation of 15 second NCM produced spots begins May 2015 continuing (with slight changes in copy to reflect each semester s start date) through May 2016 Estimated weekly viewing depends on scheduled films box office fluctuations BestColleges.com Recognition Media Release front page coverage by NV Register Paid Advertisement (by NVCF) NV Register Half page print advertisement in mid July (Napa County, print circulation of 12,000) Online banner advertisement (50,000 impressions) Mass ing to Friends of NVC linked to enrollment promotion list (approximately 4,500 contacts) 3 Page 3 of 14

4 August 13, 2015, Regular Meeting Twitter & Instagram (June, July, & August) Face Book Boosted post (July & August) NVC Homepage Banner & HOT TOPIC (starting in July 2015)and continuing through to July 2016) Sample at left: 23,123 views, 30 shares, 7 day campaign 4 Page 4 of 14

5 Face Book August Boosted 13, 2015, Regular Posts Meeting (Paid Advertisements delivered to targeted audiences) General Summer and Fall Enrollment (combined) General Fall Enrollment Specific Course Enrollment: Foreign Language, VWT courses, STEM courses, Geology, Criminal Justice Training, Physical Education, Dance, Visual Arts, Performing Arts (theater and music), Astronomy, Creative Writing, Poetry Workshop, Welding, and Philosophy VWT courses are also boosted on the NVC Estate Wines FB page (for which OIA has administration rights) Other departments have created their own FB pages but use them for a range of communication purposes to much smaller FB followings (typically followers only) 52 campaigns ranging in length from 1 day to 7 days, reaching 64,606 FB users from April to August, 2015 (budget range per campaign $20 $200 each) Screenshot of Summary Report of FB Manage Ads Page Showing Activities 5 Page 5 of 14

6 Screenshot August Samples 13, 2015, of boosted Regular Meeting FB post for Foreign Languages courses (2,207 people reached) and VWT course (6,075 people reached) Screenshot Sample of Equivalent Twitter Posting (for VWT Course) 989 Tweets since January 2015 (multiple daily Tweets) 385 Followers (as of August 10, 2015) 6 Page 6 of 14

7 Screenshot August Sample 13, 2015, of Regular Equivalent Meeting napavalleycollege Instagram Feed with Equivalent Postings (for BestColleges.com, VWT Course, Astronomy Course, Foreign Languages) 135 Posts since March 2015 (multiple weekly postings) 391 Followers (as of August 10, 2015) 7 Page 7 of 14

8 Napa County August 13, Office 2015, of Regular Education Meeting (NCOE) Back to School Supplement 2015 Newspaper insert (paid for by NCOE) for Thursday August 13, in the Napa Valley Register, American Canyon Eagle, St. Helena Star and Weekly Calistogan delivered to 16,500 home. Additional 3,000 distributed at Napa County libraries, community centers, and public schools. Direct NVC Staff to New/Prospective Student Enrollment via Campus Visits, Off Campus Fairs & Tablings, and Special Programs These activities are overseen by the NVC Outreach Committee, chaired by the Vice President of Student Services, Oscar De Haro in coordination with OIA, Student Services Departments, NVC EWD, and NVC Counseling. Please see the MONTHLY NVC Strategic Communications Report to the Board of Trustees and individual department updates on activities for a regular account of these year round outreach activities and include the NVC Welcome Center, HSI STEM Program High School Campus Presence (weekly during school year) & HSI Summer Bridge Program (which ran in July of 2015), Office of Financial Aid, and CTE/EWD high school outreach and summer youth programs (YEP, Ag Entrepreneurship, HEOC Careers). 8 Page 8 of 14

9 August 13, 2015, Regular Meeting Direct s, Texts, and Pre Recorded Phone Messages to NVC Students for Fall 2015 Enrollment Coordinated with NVC Admissions & Records through Datatel, NVC Communicate, and contracted dialing service Priority Registration Reminders (per priority level and priority registration calendar starting in April) Direct one on one communication from NVC program staff for Priority Zero 1,024+ students Reminder to each Priority Registration according to registration schedule 6,698 (continuing students A D); 2,035 (new students E); 3,844 (returning students F) General Registration Reminder NVC Communicate text and to all NVC students who have not yet enrolled for Fall 2015 but who were previously enrolled in Spring 2015, excluding most, but not all, 2015 graduates (early August) 2,618 Reminder to Students with 3 6 units to consider enrolling in additional courses and with link to the list of currently open courses which is updated daily on WebAdvisor start page (early August) 1,480 students Communications to Waitlisted Students (August, 2015) Direct and pre recorded phone call acknowledging their waitlist status, thanking them for enrolling, and encouraging them to consider enrolling in an alternative courses and/or meet with a counselor via a walk in appointment to identify appropriate alternative course/s and where to find the list of currently open courses (list updated daily) 724 students Schedule & Flow of Enrollment Outreach Promotions and Paid Advertisements Fall 2015 Enrollment April May June July August September Vine Bus Ads Launch Vine Bus Ads continue Vine Bus Ads continue Vine Bus Ads continue Vine Bus Ads continue Vine Bus Ads continue Updates to NVC webpages Priority Registration Schedule for Fall Updates to NVC webpages Fall enrollment banner Homepage highlights Schedule of Classes (online) Updates to NVC webpages Homepage highlights Updates to NVC webpages Homepage highlights Updates to NVC webpages Homepage highlights Daily updated posting of current open classes Updates to NVC webpages Homepage highlights: Late Start Priority Registration Schedule for spring 2016 Production of Printed Fall Schedule of Classes Bulk mailing of Printed Fall Schedule of Classes Cinemark Ads for Summer & Fall Launch Community distribution of Printed Fall Schedule of Classes Cinemark Ads for Summer & Fall Continued community distribution of Printed Fall Schedule of Classes Cinemark Ads for Summer & Fall Continued community distribution of Printed Fall Schedule of Classes Cinemark ads for Fall & Late Start and Spring Cinemark Ads for Fall Late Start & Spring 9 Page 9 of 14

10 August 13, 2015, Regular Meeting April May June July August September Paid Print Advertisements La Voz NV Register How to Choose Guide College & Career Fairs at Local High Schools Paid Print Advertisements La Voz College & Career Fairs at Local High Schools continue continue 2016 continue & NEW 2016 (continuing to November, then revision) Paid Print Advertisements La Voz NV Register Sticky Ad Summer Youth Programs Begin CTE YEP HSI Summer Bridge Paid Print Advertisements La Voz NV Register BestColleges ad Summer Youth Programs continue HEOC YEP Paid Print Advertisements La Voz NCOE Back to School Guide Summer Youth Programs conclude Ag Entrepreneurship NVC Transfer Day STEM & General Outreach on high school campuses Regular Campus Tours FB, Twitter, Instagram Boosted & nonboosted posts priority reg. reminders for Summer & Fall Early Registration & Orientation Enrollment in General STEM & General Outreach on high school campuses Campus Tours as needed Participation as speaker in High School Scholarship Ceremonies in Napa County FB, Twitter, Instagram boosted & nonboosted posts Priority Reg reminders for Fall Early Registration & Orientation Enrollment in general Early Registration & Orientation Sessions Campus Tours as needed Participation as speaker in High School Scholarship Ceremonies in Napa County FB, Twitter, Instagram daily posts Fall enrollment (general) Campus Tours as needed Fourth of July Parade Participation with Be a Smartie flyers FB, Twitter, Instagram daily posts Specific courses Specific programs BestColleges.com New Faculty Campus Tours as needed Tabling at Napa Saturday Farmer s Market (staffing dependent) FB, Twitter, Instagram posts Specific courses Specific programs BestColleges.com New Faculty STEM & General Outreach on high school campuses Regular Campus Tours Relaunch Tabling at Napa Saturday Farmer s Market (staffing dependent) FB, Twitter, Instagram posts Late start courses New faculty PeachJar Bilingual Communications to NVUSD Dual Enrollment PeachJar Bilingual Communications to NVUSD Early Registration & Orientation PeachJar Bilingual Communications to NVUSD Late Start & Spring Page 10 of 14

11 August 13, 2015, Regular Meeting April May June July August September Editorial Cultivation Media Release re: Fall Priority Registration Dates NVC Communicate & Datatel Communications Editorial Cultivation Commencement Figures Valedictorians Student success stories NVC Datatel Communications Editorial Cultivation Student success stories NVC Datatel Communications Constant Contact mass ings Constant Contact Mass ing Walk In Enrollment Best Colleges.com Editorial Cultivation: BestColleges.com Student success stories NVC Datatel Communications Constant Contact mass ings Editorial Cultivation Media Release re: Fall Priority Registration Dates Student Success stories First day of classes NVC Communicate & Datatel Communications Constant Contact mass ings Editorial Cultivation New faculty Special programs or classes Datatel Communications Constant Contact mass ings Pre recorded messages to waitlisted students Campus monitors Campus monitors Campus monitors Campus monitors Sandwich board signage Late start Identified Audiences, Key Messages, & Platforms for Messaging Target Audience & Reach Key Message(s) Platform(s) General Public & Prospective Students Fall Session great offerings, lots of courses Low Student to Teacher Ratio small classes with exceptionally qualified instructors How to enroll (and when) New Opportunities & New Relationships Start at NVC NVC as transfer and career pathway Start Your Future NOW at NVC NVC offers accessible, affordable, high quality opportunities for career, educational, and personal advancement Be a Smartie, Get YOUR Degree NVC Website Homepage (and individual department pages) Abridged Class Schedule VINE Bus Ads Paid Print Advertisements (NV Register, La Voz, & Sonoma State Star) NV Register s How to Choose Guide & NCOE s Back to School Supplement Social Media Postings (Face Book, Twitter, & Instagram) Promoted Face Book Postings Twitter 11 Page 11 of 14

12 Target August Audience 13, 2015, & Regular Reach Meeting Key Message(s) Platform(s) NVC success rate Value of enrolling at NVC BestColleges.com Rates NVC #1 Two Year College in CA NVC is recognized nationally & internationally for excellence NVC is a smart investment NVC faculty and programs are exceptionally effective E Blast E mailings (to full list of Friends of NVC: 4,500 contacts) Highway Signage NapaBroadcasting.com Local Farmer s Markets (staffing dependent) Editorial Coverage in NV Register & Vallejo Herald Times NVC PAC Events Commencement on the Green 2015 Ceremony Campus Tours Returning & Continuing NVC Students High School Students & Parents Priority Registration Dates Fall Session Offerings great, lots of courses Open courses Consider increasing unit load alternative courses for waitlisted students BestColleges.com Rates NVC #1 Two Year College in CA NVC is recognized nationally & internationally for excellence NVC is a smart investment NVC faculty and programs are exceptionally effective Per Unit Credit Enrollment Waived for Concurrently Enrolled High School Students NVC is a GREAT Deal Jumpstart College Degree as a High School Student easy, smart, affordable way to complete college prerequisites and requirements Fall Session Offerings great offerings, lots of courses Low Student to Teacher Ratio small classes with exceptionally qualified instructors BestColleges.com Rates NVC #1 Two Year College in CA NVC is recognized nationally & internationally for NVC Website Daily updated list of open classes (via WebAdvisor start page and printed materials) Signage (highway, sandwich boards, campus monitors) Pre recorded reminder calls Posters in Classrooms Announcements by Instructors Counseling provided support materials flyer with list of open courses identifying alternative courses that fulfill CSU & UC transfer plans Direct to Students NVC Communicate Text Notifications Social Media Postings Flyerette of Priority Registration Dates Pre recorded phone reminders NVC Website Homepage (and individual department pages) Abridged Class Schedule (mailing 43,000) NV Register s How to Choose Guide & NCOE s Back to School Supplement Social Media Postings (Face Book, Twitter, & Instagram) Promoted Face Book Postings Flyerette with Priority Registration Dates NVUSD PeachJar (bilingual) Movie Theater Ads in Napa Cinemark On Site Tablings at High Schools (including college & 12 Page 12 of 14

13 Target August Audience 13, 2015, & Regular Reach Meeting Key Message(s) Platform(s) High School Principals & Counselors High School Teachers excellence NVC is a smart investment NVC faculty and programs are exceptionally effective Safe and Accessible Campus Many Online and Hybrid Learning Options How to Enroll (and when) Walk in and High School Registration Date Per Unit Credit Enrollment Waived for Concurrently Enrolled High School Students Jumpstart College Degree as a High School Student easy, smart, affordable Fall Session Offerings great offerings, lots of student support How to Enroll (and when) Where to Find (and how to use) NVC Dual Enrollment Form BestColleges.com Rates NVC #1 Two Year College in CA NVC is recognized nationally & internationally for excellence NVC is a smart investment NVC faculty and programs are exceptionally effective Per Unit Credit Enrollment Waived for Concurrently Enrolled High School Students Jumpstart College Degree as a High School Student easy, smart, affordable Fall Session Offerings great offerings, lots of courses BestColleges.com Rates NVC #1 Two Year College in CA NVC is recognized nationally & internationally for excellence NVC is a smart investment NVC faculty and programs are exceptionally effective How to Enroll (and when) career fairs) Campus Tours Summer Youth Programs on Campus (STEM Summer Bridge, Careers in HEOC, YEP, Ag Entrepreneurship) Editorial Coverage in NV Register & Vallejo Herald Times High School Scholarship Ceremonies Direct Conversations with Counselors & Principals NVC High School Breakfast P 16 Council s Success After High School Direct E mailings from NVC Vice Presidents Direct Personal Conversations NVUSD PeachJar Social Media postings (especially for registration dates) NVC Website Homepage (and individual department pages) Abridged Class Schedule Distribution of Dual Enrollment Forms NVUSD PeachJar P 16 Council s Success After High School NVC Early Registration & Orientation Sessions On Site Tablings at High Schools During School Hours Campus Tours NVC Website Abridged Class Schedule (mailed) 13 Page 13 of 14

14 Target August Audience 13, 2015, & Regular Reach Meeting Key Message(s) Platform(s) Outstanding Instruction at NVC (small classes, supportive student learning environment) First Generation Spanish Speaking Students (and their parents) Commuting Students NVC is accessible and supportive to first generation students and families A college degree is important to opening doors to many new opportunities in life and income NVC is a designated Hispanic Serving Institution (HSI) BestColleges.com Rates NVC #1 Two Year College in CA NVC is recognized nationally & internationally for excellence NVC is a smart investment NVC faculty and programs are exceptionally effective Fall Session great offerings, lots of courses Low Student to Teacher Ratio small classes with exceptionally qualified instructors How to enroll (and when) NVC is VINE Transportation Hub (direct service from American Canyon, Sonoma, & Fairfield) La Voz (advertisements & Face Book postings) PeachJar bilingual postings to NVUSD KBBF bilingual PSA s Latino Youth Leadership Conference (canceled for 2015) Dreamers Conference (is this confirmed for 2015) Community meetings VINE Bus Ads Radio Spots (exploring Pandora costs) Highway Signage Editorial Coverage in publications of adjacent communities Social Media Postings Place making flags (NVC is here, notice us) Social media postings 14 Page 14 of 14