Fall 2014 Campaign Quick Guide

8/12/2019 Fall 2014 Campaign Quick Guide

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Campaign

Fall Enrollment CampaignMarketing & Public Information

QUICK GUIDE

Billboards I Radio I Email I Direct Mail I Social I Online

DESCRIPTION : FALL ENROLLMENT 2014PREPARED FOR : SPC STAFFPROJECT NO. : 14-0272DATE : 5/30/2014


2/20

CAMPAIGN OVERVIEW

The Fall 2014 enrollment campaign is a multi-faceted approach to reach prospective and current

students. With fall registration opening April 21, campaign messaging has begun and will continuethrough the end of summer on billboards, radio, social media, online, direct mail and throughemail blasts to prospective and current students. The call to action throughout the campaign isaimed at getting prospects to start the process of applying at St. Petersburg College or for currentstudents to register and pay.

+ PROJECT DESCRIPTION

+ PROJECT OBJECTIVE

The oering of bachelor's degrees in nine dierent areas of study is the main message toprospects. Through billboards, radio and online promos, residents of both Pinellas andHillsborough counties will learn of SPC's four-year degrees and the high-demand elds the degreesare tailored to. Messaging to current students will be prevalent to aide in retention and enrollment

in the fall term.

Beginning in mid-April, :15 and :30 radio spots have been playing during drive time on Clear

Channel, CBS and COX radio stations. Spots were developed to push the tuition savings of an SPCeducation coupled with quality academic programs and a culture that fosters success. Additionally,radio DJ endorsements on WQYK and WLLD air daily. The spots currently airing can be accessed viathe following links:

General :30 General :15 WQKY Endorsement Spot 1:00IT Field :30 IT Field :15 WLLD Endorsement Spot 1:00Healthcare Field :30 Healthcare Field :15

+ ONLINE/SOCIAL MEDIA

Throughout the summer, a series of web and social media posts on Twitter, Facebook and LinkedInwill push the fall enrollment period. These posts will be developed to create a sense of urgencywith prospective and current students to register for classes or start the enrollment process.Promoted posts on Facebook and LinkedIn will target a larger audience beyond our subscriptionbase to increase virality. Promos also will feature SPCs bachelor's degrees.

+ RADIO

+ QUESTIONS? CONTACT US
https://soundcloud.com/jerpeplow/30-spcfall14-general-revisedhttps://soundcloud.com/jerpeplow/15-spcfall14-general-revisedhttps://soundcloud.com/jerpeplow/wlld-radio-host-endorsementhttps://soundcloud.com/jerpeplow/30-spcfall14-ithttps://soundcloud.com/jerpeplow/15-spcfall14-ithttps://soundcloud.com/jerpeplow/wlld-radio-host-endorsement-1https://soundcloud.com/jerpeplow/30-spcfall14-healthcarehttps://soundcloud.com/jerpeplow/15-spcfall14-healthcarehttps://soundcloud.com/jerpeplow/wlld-radio-host-endorsement-1https://soundcloud.com/jerpeplow/wlld-radio-host-endorsementhttps://soundcloud.com/jerpeplow/15-spcfall14-healthcarehttps://soundcloud.com/jerpeplow/15-spcfall14-ithttps://soundcloud.com/jerpeplow/15-spcfall14-general-revisedhttps://soundcloud.com/jerpeplow/30-spcfall14-healthcarehttps://soundcloud.com/jerpeplow/30-spcfall14-ithttps://soundcloud.com/jerpeplow/30-spcfall14-general-revisedhttps://soundcloud.com/jerpeplow/15-spcfall14-healthcarehttps://soundcloud.com/jerpeplow/30-spcfall14-healthcarehttps://soundcloud.com/jerpeplow/wlld-radio-host-endorsement-1https://soundcloud.com/jerpeplow/15-spcfall14-ithttps://soundcloud.com/jerpeplow/30-spcfall14-ithttps://soundcloud.com/jerpeplow/wlld-radio-host-endorsementhttps://soundcloud.com/jerpeplow/15-spcfall14-general-revisedhttps://soundcloud.com/jerpeplow/30-spcfall14-general-revised


3/20

CAMPAIGN OVERVIEW

+ WEB AND SOCIAL MEDIA POSTS FOR CURRENT STUDENTS

Banner ads appear on the homepage of spollege.edu as well as on MySPC and Angel. Social media

posts appear on Facebook, Twitter, Instagram and Pinterest.

727-341-3274+ MARKETING & PUBLIC INFORMATION


4/20

CAMPAIGN OVERVIEW

+ WEB BANNERS FOR PROSPECTIVE STUDENTS

Banner ads appear on the homepage of spollege.edu as well as on MySPC and Angel. Social media

posts appear on Facebook, Twitter, Instagram and Pinterest.



5/20

CAMPAIGN OVERVIEW

+ OUTDOOR ADVERTISEMENT

In mid-May, Pinellas and Hillsborough County residents will begin seeing billboards on digital and

poster-sized displays featuring SPC students in four, high-demand bachelor degree programs.These align with programmatic opportunities for fall as identied by the Institutional Research andEectiveness team.



6/20

CAMPAIGN OVERVIEW

+ OUTDOOR ADVERTISEMENT

BILLBOARDS CONTINUED

POSTER BILLBOARDS



7/20

CAMPAIGN OVERVIEW

In early April, currently enrolled students received direct mail postcards notifying them of their

date to register for fall classes. Early registration dates were oered to students based on theirclassication.

+ DIRECT MAIL TO CURRENT STUDENTS

Get the perfectclass schedule.

Register for thefall term early.

FIRST LASTADDRESS

ADDRESS 2

CITY STATE ZIP

iiiiiiiii

cont_id gpd_id**************AUTO**endorse

0000

ENROLLMENT SERVICES ST PETERSBURG COLLEGE

PO BOX 13489

ST PETERSBURG FL 33733-3489

14-0183-03_1

Fall registration starts April 21Registering online for classes is easy.

My Learning Plan will help you:

Build a schedule

View classes that youve completed

View outstanding graduation requirements

Guarantee your perfect schedule

SPC has guaranteed scheduling so no class will be canceled

once it is posted. View fall course schedule today and start

planning your perfect schedule!

www.spcollege.edu/fall14

Need help? Call 727-341-4772

Register online

NONPROFIT ORGANIZATION

US POSTAGE PAID

ST PETERSBURG COLLEGE

In mid-May, students who have attended SPC in the past but have not enrolled in recent semestersreceived a postcard encouraging them to return to SPC for the summer or fall semester. Themessage to these students focused on a network of support available to help them nish what theystarted and earn a degree.

+ DIRECT MAIL FOR NOT RECENTLY ENROLLED STUDENTS

Youveworke

d

hardalready.

Letushelpyoufnish

whatyoustar

ted.

Register today


PO BOX 13489


Contact us today

at727-302-6454orspcollege.edu/enrollto see how we can help you

finish your degree.

We know that life

can get in the way

of finishing your

degree.

Thats why we have so

many resources to help

you get back on track.

Second Summer 8-week classes start June 2

Fall classes start Aug. 18

14-0274-05

FIRST LAST

TITLE

COMPANY

ADDRESS

ADDRESS2

CITY STATE ZIP

cont_id gpd_id**************AUTO**endorse

0000


US POSTAGE PAID




8/20

+ DIRECT MAIL TO PAST ASSOCIATE GRADUATES

CAMPAIGN OVERVIEW

The prospects who receive this postcard have applied to St. Petersburg College but have yet to

enroll for classes and selected fall 2014 as a preferred start date. Each recipient will be sent contactinformation and a greeting from a dedicated pre-admissions advisor.

Associate degree graduates of the past four terms will receive this postcard informing them of themore than 20 bachelor's degrees available to help them advance in their careers. Next steps will belisted to get started in a bachelor's program at SPC.

Hi, First name!

Nice to meet you.

My name is Brad Clark

and Im here to help you.

PRE-ADMISSIONS ST PETERSBURG COLLEGE

PO BOX 13489


14-0268-05

FIRST LASTADDRESS

ADDRESS2

CITY, ST ZIP

cont_id gpb_id**************AUTO**endorse

0000


US POSTAGE PAID


[email protected]

727-341-3400

spcollege.edu/apply

+ DIRECT MAIL TO APPLIED BUT NOT ENROLLED STUDENTS



9/20

CAMPAIGN OVERVIEW

+ DIRECT MAIL TO PROSPECTIVE STUDENTS

Prospects of the past 12 months will receive a postcard tailored to their selected area of interestinforming them of the dierent bachelor's degrees oered.



10/20

CAMPAIGN OVERVIEW


POSTCARDS CONTINUED



11/20

CAMPAIGN OVERVIEW


POSTCARDS CONTINUED



12/20

+ EMAIL TO CURRENT STUDENTS

In early April, every currently

enrolled student received an emailnotifying them of their prioritydate to register for fall classes.Early registration dates wereoered to students based ontheir classication. An emphasisin the message was placed onexible options for studentsto immediately pay for theirclasses. Additionally, step-by-step instructions were providedfor students to register through

MySPC.

@



13/20

+ EMAIL TO CURRENT STUDENTS

As the universal due date

approaches, a series ofcommunications will be sentto students who have yet topay for classes informing themof the potential of losing theirseat in classes if payment is notreceived by the universal due date.Information on the interest-freepayment plan as well as otherexible payment options will befeatured prominently in the email.

@



14/20

CAMPAIGN OVERVIEW

As the universal due date approaches, a series of communications will be sent to students who

have yet to pay for classes informing them of interest-free payment plans available as well as otherexible payment options.

+ EMAIL TO CURRENT STUDENTS@



15/20

CAMPAIGN OVERVIEW

An email blast will be sent to

prospects who've applied toSt. Petersburg College but notyet enrolled for classes andselected Fall 2014 as a preferredstart date. Each recipient will besent contact information anda greeting from a dedicatedrecruiter. The list of prospectswill be divided among seven SPCpre-admissions advisors.

+ EMAIL TO APPLIED BUT NOT ENROLLED STUDENTS@



16/20

+ EMAIL TO APPLIED BUT NOT ENROLLED

An email blast will be sent to

prospects who've applied to St.Petersburg College but not yetto enrolled for classes. The emailwill take prospects to a landingpage where they can ll out abrief survey on what's keepingthem from registering. The datacollected will allow pre-admissionsadvisors to make contact withthem and oer guidance basedon what's keeping them fromregistering.

@



17/20

CAMPAIGN OVERVIEW

+ EMAIL TO PROSPECTIVE STUDENTS

Prospects of the past 12 months will

receive an email tailored to theirselected area of interest informingthem of the dierent bachelor'sdegrees oered.

@



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Associates degree graduates of the

past four terms will receive an emailinforming them of the more than 20bachelor's degrees available to helpthem advance in their careers. Nextsteps will be listed to get started ina bachelor's program at SPC.

CAMPAIGN OVERVIEW

+ EMAIL TO PROSPECTIVE STUDENTS@



19/20

FALL ENROLLMENT PUSH

+ CAMPUS MATERIALS

Several promotional items are available to assist campuses with promoting the upcoming fall term. The

materials shown below will be sent to each campus provosts oce for distribution to sta, faculty andstudents.

YARD SIGNS

3/4 BUTTONS

DOOR HANGERS



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Fall 2014 Campaign Quick Guide

Documents

Transcript of Fall 2014 Campaign Quick Guide