Atlantic Cape Community College Paragon Awards #39, Online Advertising
Online Advertising 100% Online Degrees Campaign Objective: Faced with a trend of declining enrollment at Atlantic Cape Community College due to a number of factors, including decreased high school population and severe economic hardship due to the closure of several casinos in the Atlantic City region, the college’s marketing department decided to look outside Atlantic and Cape May counties for prospective students by promoting our 100% online degree programs. Target Audience: With the help of Atlantic Cape’s Institutional Research department, the marketing department examined the profile of a typical online student and determined where the majority of those people resided, along with the most popular online degree programs and courses. Armed with resulting research, the marketing department launched a campaign to prospective students in New Jersey, New York, Pennsylvania, Maryland, Delaware, Virginia and North Carolina, to run April 1 through July 31, 2015. Use: Working with a local agency, South Jersey Media Group, a digital plan using the following components were developed: - Advanced Audience Targeting – Using third-party data segments to identify and reach our exact target audiences geo-targeting specific ZIP codes - Contextual Targeting – Using keywords/phrases for online degrees recruitment to reach highly specific audiences in our consuming customdefined topics Additional marketing components were also created to augment the digital components: - Press Releases – distributed to media outlets in Atlantic and Cape May counties - Social Media – posts promoting 100% online degree programs on Atlantic Cape’s social media outlets - Atlantic Cape website/homepage ad – Atlantic Cape’s website was updated with new 100% online degree program information and an ad was created for the homepage - Email – Email blasts to prospective credit students, stop-outs and continuing education students promoting 100% online degree programs Evaluation: For Summer 2015 Term, online credits increased 9% and heads increased 5.5% over the previous year.
5100 Black Horse Pike Mays Landing, NJ 08330-2699 College Relations Office (609) 343-4907
Contact person: Stacey Clapp FOR IMMEDIATE RELEASE
May 19, 2015 Atlantic Cape Named One of ‘50 Best’ Online Community Colleges MAYS LANDING—Atlantic Cape Community College was named one of the 50 Best Online Community Colleges by Best Value Schools. Atlantic Cape offers 12 degrees entirely online, as well as credits toward any of the college’s nearly 50 degree programs. Atlantic Cape was the first community college in the state to create opportunity by offering a full degree program at a distance, to accommodate the 24-hour schedules of casino and tourism employees. Courses are accessible 24/7, so students can log on and work on coursework at their convenience. “The courses are particularly convenient for parents of young children, those in the military, police officers, firefighters, the disabled, those recovering from illness and those who have flexible work schedules,” said Michelle Perkins, director of instructional technology. Online degree programs at Atlantic Cape include: Associate in Science: •Business Administration •Computer Information Systems •General Studies Associate in Applied Science: •Business Administration •Computer Programming •Computer Systems Support •Database Design and Development Option (Computer Programming) • Office Systems Technology Associate in Arts degrees in Liberal Arts with options in: •History •English •Psychology •Social Science -(more)-
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Online Marketing Targets and URLS New Jersey: URL – www.atlantic.edu/fall?NJonline Atlantic and Cape May counties- zips - 08234, 08205, 08330, 08401, 08037, 08204, 08210, 08232, 08215, 08244, 08225, 08201, 08406, 08251, 08226, 08260 Gloucester - zips - 08062, 08094, 08080, 08028, 08344, 08093, 08322, 08096, 08344, Camden county - zip - 08021, 08002, 08089, 08004, 08081, 080078, 08084, 08043 Cumberland- zip - 08332, 08302, 08361, 08360, Ocean- zip - 08087, 08701, 08758, 08724, 08755, 08753, 08008 Burlington- zip - 08088- 08224, 08052, 08046, 08055, 08019, 08016, 08053, 08075, Essex - zip - 07052, 07039, 07106, 07052 Bergen- 07646, 08226, 07071, 07410, 07417, 07676, 07446, Monmouth- zips - 07753, 08535, 07712, 08736, 07726, 08501, Salem- 08318 Hudson- 07002, 07086 PA- URL – www.atlantic.edu/fall?PAonline State College - 16801, 16802, 16803 University Park- 16801, 16802 Philadelphia - 19115, 19116, 19128, 19139, 19145, 19148, 19154 Wynnewood- 19096 Blue Bell - 19422 Bryn Mawr - 19010 Kennett Square - 19348 Berwyn - 19312 Saint Marys - 15857 Johnstown - 15905 Landenberg - 19350 Brookhaven - 19015 Boyertown- 19512 Harrisburg - 17110 Norristown - 19403 Chester - 19013 West Chester - 19382 Pittsburgh - 15241 Pottstown - 19464 Newtown Square - 19073 NY URL – www.atlantic.edu/fall?NYonline Plainview - 11803 Sleepy Hollow - 10591 Pleasantville - 10570 Great Neck - 11020 Armonk - 10504 Hopewell Junction - 12533 Rockville Centre - 11570 New York - 10028 Yorktown Heights - 10598 Niskayuna - 12309 North Salem - 10560 DE - URL – www.atlantic.edu/fall?DEonline Newark - 19702 Milton - 19968 Bear - 19701