Coordinated Communications in Enrollment Management | 2015.03.17
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A high overview of coordinated communication activities that take place in UK's Enrollment Management. Combined and coordinated approach for traditional and digital means of communications.
Coordinated Communications in Enrollment Management | 2015.03.17
- 1. C O O R D I N A T E D C O M M U N I C A T I O N S I N E N R O L L M E N T M A N A G E M E N T
- 2. > < www.applyuk.com | #seeblue AGENDA Communications and Marketing Mix Social Media & Digital Communication CRM and Data Driven Communications Email, Text/SMS, & Web Communications Analytics/Measurement Targeted Strategies Future Direction 2
- 3. > < www.applyuk.com | #seeblue COMMUNICATIONS MIX 3 SMS/TEXT Text messaging using Mozeo, sending messages directly to a handheld device/phone WEB COMMUNICATIONS Drupal. Internet based communications using department specific websites and technologies SOCIAL MEDIA Facebook, instagram, twitter & tumblr. Ads, posts, pictures and videos DIRECT MARKETING Letters, postcards, view books, brochures, invites, specialty mailers AUTOMATED CALLS Service like Call -em-All which can leverage a recorded voice with a desired audience EMAIL Targeted emails that are responsive to users devices DATA/CRM
- 4. > < www.applyuk.com | #seeblue Measurement/Analytics 4 SMS/TEXT Usage reports from sms/text message read rates WEB COMMUNICATIONS Google Analytics, Chartbeat, mouseflow, etc. SOCIAL MEDIA Tagboard, social media listening, advanced analytics DIRECT MARKETING EMs home grown integrated strategic comm database AUTOMATED CALLS In depth usage reports on calls made EMAIL litmus email analytics DATA/CRM
- 5. > < www.applyuk.com | #seeblue Social Media Channels References: http://en.wikipedia.org/wiki/Facebook http://en.wikipedia.org/wiki/Instagram http://en.wikipedia.org/wiki/Twitter http://en.wikipedia.org/wiki/Tumblr http://adage.com/article/digital/facebook-s-mobile-revenue-hits-2-5-billion-prices-soar/296869/ http://www.theguardian.com/technology/2014/oct/23/tumblr-yahoo-revenues-2015-ads-nsfw 5 FACEBOOK Multi-modal 11 years old (2001) 1.45 Billion Users Advertising revenue $2.5 billion INSTAGRAM Photo/Video platform 5 years old (2010) 300 million users Advertising revenue: unknown TWITTER 140 Characters or Less 9 years old (2006) 284 million users Advertising revenue $800 million TUMBLR Microblogging 8 years old (2007) 225 million users Advertising revenue $100 million
- 6. > < www.applyuk.com | #seeblue 6 BEST TIME TO POST? Posts published on Sundays have the greatest interaction per cost (2.72) Yet post published at night get the most interactions source: /TrackMaven/when-to- postslidesharepdf POPULARITY? 1st with 1.45 billion accounts Teens say:Facebook is something we all got in middle school because it was cool but now is seen as an awkward family dinner party we can't really leave. source: https://medium.com/backchannel/a-teenagers-view-on-social-media-1df945c09ac6 Multimedia postings Granular Advertising platform Groups functionality Facebook messenger WHATS UNIQUE? 4 1 , 0 0 0 P O S T S E V E R Y S E C O N D 2 . 4 M I L L I O N P O S T S E V E R Y M I N U T E
- 7. > < www.applyuk.com | #seeblue 7 Peak: Thursday (17.4%) tweets posted 284 million active users 100 million daily Average time spent on twitter: 170 minutes Instant Communication Brand response time Hashtag organization 6 , 0 0 0 T W E E T S A S E C O N D 3 5 0 , 0 0 0 T W E E T S P E R M I N U T E 5 0 0 M I L L I O N T W E E T S P E R D A Y 2 0 0 B I L L I O N T W E E T S P E R Y E A R source:https://blog.dlvrit.com/2013/08/how-many-facebook-posts-are-made-each-minute-infographic/ BEST TIME TO POST? POPULARITY? WHATS UNIQUE?
- 8. > < www.applyuk.com | #seeblue 8 7 0 M I L L I O N P H O T O S A D A Y 2 . 5 B I L L I O N L I K E S A D A Y 1 0 0 0 C O M M E N T S A S E C O N D Monday during the day. Photos, anytime Videos, from 9PM - 8AM +900% growth from Jan 2013 More growth than any other platform in this time period 41% of Instagram users are between the ages of 16-24 Photo and video sharing only Photo manipulation Community Hashtag trends BEST TIME TO POST? POPULARITY? WHATS UNIQUE?
- 9. > < www.applyuk.com | #seeblue 9 Saturday and Sunday are the most active days Nights maintain the most activity with 42% of posts taking place from 5p - 1a. https://blog.dashburst.com/infographic/best-tumblr-posting-times/ Fastest growing platform - outpacing Instagram and twitter Active users jumped 95% in 2014, with Pinterest right behind Multi-modal platform (videos, text, images, audio, etc.) Followers, community, multiple bloggers Convenient - ask feature Hashtags 3 8 , 1 9 4 P O S T S E V E R Y M I N U T E 3 8 5 M I L L I O N P O S T S P E R W E E K 2 0 B I L L I O N P O S T S P E R Y E A R BEST TIME TO POST? POPULARITY? WHATS UNIQUE?
- 10. > < www.applyuk.com | #seeblue #Hashtags Hashtag A word or phrase preceded by a hash or pound sign (#) and used to identify messages on a specific topic. 10
- 12. > < www.applyuk.com | #seeblue CRM CRM = Constituency Relationship Management System Prospective Student Database Email management system Events management system List generation for data driven communication 12
- 13. > < www.applyuk.com | #seeblue EMAIL Nearly all seniors and their parents will open an email from a campus they are considering.* Mondays are best for email read rates Personalized subject lines are 22.2% more likely to be opened (e.g. The Deadline has been extended, Tyler!) In 2013-14 cycle Enrollment Management sent over 2.4 million emails Changes in gmail, exchange and yahoo inboxes significantly affect read rates Mobile first, responsive emails based on the user device In February 2015, 61.5% email read rates sourced from a mobile reading environment 13 EMAIL COMMUNICATIONS *https://www.noellevitz.com/papers-research-higher-education/2014/2014-e-expectations-report
- 15. 15 WEB COMMUNICATIONS 3.5 Billion Google Searches per day 1.2 Trillion Google Searches a year
- 16. > < www.applyuk.com | #seeblue Web Communications 16 Drupal 6 and 7-based websites 1.5 million sessions on www.ApplyUK.com 4.7 million page views received on applyuk.com Average 25-30 visitors on our pages at any given time Over 3,000 pages of information across all EM websites Desktop, tablet and mobile device ready 9/10 seniors have access to a mobile device* *https://www.noellevitz.com/papers-research-higher-education/2014/2014-e-expectations-report
- 17. > < www.applyuk.com | #seeblue CLICK TO EDIT MASTER TEXT STYLES Analytics 17
- 18. > < www.applyuk.com | #seeblue Direct Marketing/Publications 18 Significant print and direct marketing efforts 21 Preview Nights Invites, postcards, etc. 360 Out of State Events 470 Events in KY Targeted direct mail View books, postcards, letters, brochures, etc. Refreshed, rebranded and updated each cycle
- 19. > < www.applyuk.com | #seeblue AUTOMATED CALLS/TEXTING Texting & Calling Reinforcement of email/letter Dates and deadlines Event invite calls/texts Reminders - day before/day of 61,000 phone calls generated from our call center efforts, all student staffed Over 4,000 text messages sent in 2013-14 cycle 205,000 automated calls made in 2014-15 cycle More than half of students and parents are willing to receive text messages from campuses.* 19 *https://www.noellevitz.com/papers-research-higher-education/2014/2014-e-expectations-report
- 21. > < www.applyuk.com | #seeblue Future Directions 21 Mobile first communications/information Measuring direct marketing efforts via USPS data Information delivered by Mobile app (iOS, Android) Relational Web Communications - Custom Content Delivery System Continue to explore targeted ads on social networking New platforms and services for delivering information on a mass scale Enhanced measurement and analytics
- 22. QUESTIONS?