Summer 2016 GCCCD Marketing Campaign...Bus King Ads. Campaign Components. Daily Aztec Ad. Campaign...
Transcript of Summer 2016 GCCCD Marketing Campaign...Bus King Ads. Campaign Components. Daily Aztec Ad. Campaign...
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Summer 2016 GCCCD Marketing CampaignPresented by Anne KruegerCommunications and Public Information Director
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2016 Summer Marketing Campaign
Breakfast of Champions
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2016 Summer Marketing Campaign
Just Do It
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2016 Summer Marketing Campaign
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Campaign components
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Campaign Components
Bus Wrap
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Campaign Components
Bus King Ads
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Campaign Components
Bus King Ads
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Campaign Components
Daily Aztec Ad
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Campaign Components
Direct Mail
• Distributed to 25,000 former students
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Campaign Components
Targeted Email Distribution
• Distributed to 24,000 current students and 100,000 East County residents
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Campaign Components
Social Media Campaign
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Campaign Components
AdWords
• Geotargeted• Keywords
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Campaign Components
Also…
• Press release• Website• Email newsletter• GUHSD newsletter
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Landing page
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Landing Page
www.gcccd.edu/now
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Apply and Enroll Pages
Grossmont & Cuyamaca Apply & Enroll Pages
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How we’re going to track results
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How We’re Going to Track Results
Analytics
Tracking through:
• Google Analytics and AdWords• Facebook Analytics• Email open and click-thru rates• Enrollment!
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Results So Far
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Results So Far
• Student email (24,000+ sent)• 11,332 opened (47.4%)• 693 clicks (6.1%)
• Community email (100,000 sent)• 11,076 opened (11.08%)• 2,344 clicks (2.34%)
Emails
Note: Bus ads began May 9 and Google/Facebook ads are ongoing Data range from April 26-May 16
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Results so far
• 548,878 impressions• Reached 116,881 people• Generated 2,594 clicks• Total of 12 ads running, reaching
different targets
Facebook/Instagram Ads
Data range from April 26-May 16
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Results so far
• 50,828 impressions• Generated 873 clicks• CTR: 3.47%• Average Ad Position: 1.3• 29 ads running
Google Ads
Data range from April 26-May 16
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Results so far
• Unique Pageviews: 5,115• Average Time on Page: 4:16
What we know about those visiting our page:
Now Page
Data range from April 26-May 16
Age Location Gender18-24 27.5% San Diego 37.5% Male 54.1%25-34 33.5% El Cajon 14.5% Female 45.8%35-44 15.5% Chula Vista 6.11%45-54 12.5% Santee 3.6%56+ 11% La Mesa 3.5%
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Results so far
Enrollment Cuyamaca:• Target: 370 FTES• 65% fill rate, ahead of last year• 35 of 120 sections full• 12 sections +80% full Grossmont:• Target: 780 FTES• 70% fill rate, ahead of last year• 95 of 300 sections full• 32 sections +80% full
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What’s Next
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2016-17 Marketing
• Same theme as summer: We’re here for you• Analyze results from summer• Talk to summer students• Explore new advertising methods: radio, YouTube• Input from PR and Marketing committee
Marketing for 2016-17 Academic Year
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Questions?We’re here for you!