Proposed Committee Action No Action Required Information Only. Background Information. Integrated Marketing Budget Year-End Summary

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1 AGENDA ITEM: VI B Florida Polytechnic University Board of Trustees Strategic Planning Committee June 2, 2014 Subject: Integrated Marketing Year-End Review Proposed Committee Action No Action Required Information Only Background Information On August 26, 2013, Florida Polytechnic University s Board of Trustees approved the addition of $1,090,000 to the FY14 Marketing and Communications budget (for a total of $2,171,622) to support the University s then newly proposed Integrated Marketing Strategy. This Integrated Marketing Strategy focused intently on recruitment and included efforts like the Poly Premiere movie, redesign of the University s main website, production of the University s Be The Next viewbook and promotional material and rebranding for the 2014/15 recruitment year. Based on actual expenditures through May 2014 and projected expenditures through the remainder of the fiscal year, the Marketing and Communications department expects to have a surplus $146, from this special budget approval. ADVERTISING Integrated Marketing Budget Year-End Summary Budget Actual Projected Surplus (Deficit) Billboards $165, $185, $0.00 (20,034.00) Newspaper and Magazine Advertising $39, $26, $0.00 $12, Movie Theatre $35, $26, $0.00 $8, Inbound Marketing (352) $60, $55, $5, $0.00 Social Media-Paid Advertising $11, $1, $0.00 $9, TV and Internet Radio Ads $125, $0.00 $0.00 $125, Advertising TOTAL $435, $294, $5, $135, CREATIVE SERVICES Creative Services $20, $160, $0.00 $140, Promotional Items $30, $21, $0.00 $8, Videos $125, $92, $0.00 $32, Agenda Item VI B: Integrated Marketing Year-end Review 1

2 Media Consultant $55, $45, $0.00 $9, Printing and Mailing $50, $66, $0.00 -$16, University Website $150, $86, $0.00 $63, Branding $225, $83, $88, $53, Creative Services TOTAL $655, $556, $88, $10, TOTAL $1,090, $850, $93, $146, It s important to note that some of the proposed tactics were delayed or canceled due to purchasing process requirements (e.g., RFP and ITN processes) and transitions in department leadership. OBJECTIVES RESULTS a. The objectives of the Integrated Marketing Strategy, outlined in August 2013, were to: i. Increase awareness of the University ii. Increase understanding of the University iii. Increase engagement with the University b. The priorities of the Integrated Marketing Strategy were: i. Attract high achieving and diverse students ii. Build and increase University/Industry Partnerships iii. Create awareness in Florida about Florida Poly c. Execution i. The tactics included in the University s Integrated Marketing Strategy are outlined in the chart below. The original proposal has been updated to include targeted student advertising on college database sites, an industry partnership brochure and branded mobile apps. Currently, 29 out of 35 (83%) of planned tactics have been executed. We have strategically determined not to move forward with TV Spots, Public Transportation, Internet-based Radio or Branded Apps this year, but Internet-based Radio and Branded Apps are still a consideration for next year. Agenda Item VI B: Integrated Marketing Year-end Review 2

3 d. Awareness and Understanding (Objectives #1 and #2, Priorities #1-3) i. Based on market research conducted in January and February 2014 as part of the University s brand development project, 1.7% of students throughout the Southeastern states (Florida, Georgia, Alabama, Mississippi, Louisiana and the Carolinas) expressed unaided awareness of Florida Polytechnic University, naming Florida Polytechnic as a known STEM college or university along with established institutions like Georgia Tech, University of Florida, Florida State, MIT, UNC and Harvard. While that percentage is small, it is impressive for a brand new university that has done very little in-state advertising and no out-of-state advertising. It is evidence that efforts like direct marketing, feet-on-the-street recruitment, public relations (news media coverage), targeted social media advertising and a variety of promotional events are impactful. ii. Florida Polytechnic met its priority of attracting high-caliber students through its branding, messaging and targeted outreach efforts. The average scores for accepted students are 1750 on the SAT, 25 on the ACT and a 3.9 GPA, far above the University s Admissions requirements. Agenda Item VI B: Integrated Marketing Year-end Review 3

4 iii. Efforts to build general brand awareness like online advertising, billboards, public relations and paid advertising in select state and trade publications (e.g., Florida Trend, Florida High Tech Magazine, etc.) is helping to grow awareness among potential donors, community and state leaders and potential industry partners. The University has attracted more than 50 industry partners since signing its first agreement with Harris Corporation in November iv. Between August 2013 and May 2014, prospective student leads were influenced most by referrals (word of mouth) from friends, relatives and teachers (29%), guidance counselors (17%), marketing and recruitment (both 12%) and the University s website (11%). Paid advertising (web, social media and outdoor), collectively influenced 6% of leads, and public relations (news media coverage) influenced 7%. v. It s important to note that Florida Polytechnic University has invested relatively little in paid advertising this fiscal year. To increase brand awareness from its current 1.7% will likely require strategic and targeted advertising in coming years. Leads by Source August May 2014 Recruitment 12% University Website 11% Billboards 2% 12% Social Media 1% Home Mailing 6% Guidance Counselor 17% Word of Mouth 29% News Media 7% Online Ads 3% e. Engagement (Objective #3) i. Traffic to the University s main website increased significantly from August 2013 to May 2014 with fewer than 16,000 total visits in August 2013 to a peak of more than 48,000 visits in March 2014 shortly after launching the website redesign. Approximately 45% of that traffic has Agenda Item VI B: Integrated Marketing Year-end Review 4

5 been organic (unpaid search and referrals), and 47% has been direct (i.e., the user visited the URL directly). ii. In February, the University launched its first Google AdWords campaign, focused primarily on increasing brand awareness. The campaign resulted in more than 3,000,000 impressions and more than 5,000 additional visits to the University website. Recent market research showed that learning about academic programs on a university s website is the second most preferred method of conducting college research by both students (58.3%) and parents (81.7%). The primary preferred method is through a campus tour or visit. iii. Florida Polytechnic s Facebook following has grown by 967% since August 2013 to more than 4,000 followers, and its Twitter following has grown 208% to more than 740 followers. The University has also ramped up its presence on Google+ and LinkedIn to improve SEO and target industry audiences. Supporting Documentation: None Prepared by: Crystal L. Lauderdale, Director of Marketing and Communications Agenda Item VI B: Integrated Marketing Year-end Review 5