CELEBRATION 2021
https://www.linnbenton.edu/aboutlbcc/news/2021/oregon-celebrates-cte-month.php
PROJECT OBJECTIVES
Career and Technical Education (CTE) Month was designed to serve two Benton Community College: bring awareness to the local community about the unbelievable CTE programs that LBCC has to offer and gain support from the Linn and Benton representatives to fully fund community colleges. This was part of a larger statewide plan for CTE Month.
STRATEGIES AND TACTICS
We felt the best strategy to achieve our goals was to provide content focused on CTE month in as many formats as possible. To this end, we utilized student and faculty stories on our website, videos of CTE faculty and facilities, and short, skimmable visuals and stories. Our local legislators were sent a weekly enewsletter that included all of the written stories and information like the average salaries in Oregon for careers that our CTE programs lead to. All of our content was made available to viewers on our website’s CTE landing page and social media channels. By providing multiple avenues to engage with the CTE Month content, even passively by browsing social media, we saw a significant increase in engagement rates when compared to the previous year.
RESULTS - In addition to positive anecdotal feedback, we saw the following engagement throughout the month:
> Workforce Wednesday eNewsletter
● Higher education averages: Open Rate 19.55%, Click Through Rate/CTR 7.94%
● Healthcare/Week 1: Open Rate 36%, CTR 22.2%
● Bus/Info/Comms/Visual Arts Week 2: Open Rate 63.6%, CTR 19%
● Indus/Auto/Manufacturing Week 3: Open Rate 60%, CTR 38.1%
● Ag/Animal Tech/Culinary Week 4: Open Rate 60%, CTR 14.3%
• 604 pageviews (up 4%)
• 35 page likes (up 52%)
• 36 new page followers (up 64%)
• 3,854 people reached (up 35%)
• 1,252 post engagements - (up 264%)
Website (In February)
● 819 accounts reached (up 65.7%)
● 514 content interactions (up 301.5%)
● 9,297 impressions (up 265.3%)
● 307 profile visits (up 67.7%)
● 22 website taps - aka clicks to the "link in our bio" (up 1,000%)
● Oregon Celebrates CTE Month main landing page/directory:
431 total pageviews; 334 unique pageviews: 1 min 41 sec average time on page
● Week 1: Healthcare landing page:
282 total pageviews; 177 unique pageviews; 1 min 27 sec average time on page
● Week 2: Business/Communication landing page:
160 total pageviews; 91 unique pageviews; 1 min 10 sec average time on page
● Week 3: Industrial/Manufacturing landing page:
168 total pageviews; 105 unique pageviews; 2 min 40 sec avg time on page
● Week 4: Ag/Culinary landing page:
136 total pageviews: 87 unique pageviews: 1 min 11 sec avg time on page
MEDIA COVERAGE
● 1,509 profile visits (up 49%)
● 32 mentions from other accounts (up 88%)
● 32 total Tweets
● 11.9k Tweet impressions (down 6.5%)
● https://ktvz.com/community/community-billboard/2021/02/01/oregons-community-colleges-celebrate-cte-month/
● https://chrissylynnv.blogspot.com/2021/02/cte-program-celbration-at-linn-benton.html
● https://www.facebook.com/OregonCommunityCollegeAssociation/posts/5401740989866613