Billboards I Radio I Email I Direct Mail I Social I Online
Campaign
QUICK GUIDE
Fall Enrollment Campaign Marketing & Public Information
DESCRIPTION : FALL ENROLLMENT 2014 PREPARED FOR : SPC STAFF PROJECT NO. : 14-0272 DATE : 5/30/2014
CAMPAIGN OVERVIEW + PROJECT DESCRIPTION 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 continue through the end of summer on billboards, radio, social media, online, direct mail and through email blasts to prospective and current students. The call to action throughout the campaign is aimed at getting prospects to start the process of applying at St. Petersburg College or for current students to register and pay.
+ PROJECT OBJECTIVE The offering of bachelor's degrees in nine different areas of study is the main message to prospects. Through billboards, radio and online promos, residents of both Pinellas and Hillsborough counties will learn of SPC's four-year degrees and the high-demand fields the degrees are tailored to. Messaging to current students will be prevalent to aide in retention and enrollment in the fall term.
+ RADIO 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 SPC education 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 via the following links: General :30 IT Field :30 Healthcare Field :30
General :15 IT Field :15 Healthcare Field :15
WQKY Endorsement Spot 1:00 WLLD Endorsement Spot 1:00
+ ONLINE/SOCIAL MEDIA Throughout the summer, a series of web and social media posts on Twitter, Facebook and LinkedIn will push the fall enrollment period. These posts will be developed to create a sense of urgency with 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 subscription base to increase virality. Promos also will feature SPC’s bachelor's degrees.
+ QUESTIONS? CONTACT US
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.
+ MARKETING & PUBLIC INFORMATION
727-341-3274
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.
+ QUESTIONS? CONTACT US
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 identified by the Institutional Research and Effectiveness team.
+ MARKETING & PUBLIC INFORMATION
727-341-3274
CAMPAIGN OVERVIEW + OUTDOOR ADVERTISEMENT BILLBOARDS CONTINUED
POSTER BILLBOARDS
+ QUESTIONS? CONTACT US
CAMPAIGN OVERVIEW + DIRECT MAIL TO CURRENT STUDENTS In early April, currently enrolled students received direct mail postcards notifying them of their date to register for fall classes. Early registration dates were offered to students based on their classification. ENROLLMENT SERVICES – ST PETERSBURG COLLEGE PO BOX 13489 ST PETERSBURG FL 33733-3489
Get the perfect class schedule. Register for the fall term early.
NONPROFIT ORGANIZATION US POSTAGE PAID ST PETERSBURG COLLEGE
Fall registration starts April 21 Registering online for classes is easy. My Learning Plan will help you: • Build a schedule • View classes that you’ve 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!
FIRST LAST ADDRESS ADDRESS 2 CITY STATE ZIP
Register online
www.spcollege.edu/fall14 Need help? Call 727-341-4772
cont_id gpd_id**************AUTO**endorse 0000
14-0183-03_1
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+ DIRECT MAIL FOR NOT RECENTLY ENROLLED STUDENTS In mid-May, students who have attended SPC in the past but have not enrolled in recent semesters received a postcard encouraging them to return to SPC for the summer or fall semester. The message to these students focused on a network of support available to help them finish what they started and earn a degree.
rked o w e You’v eady. lr hard a
finish u o y help Let us u started. yo what Register today
We know that life can get in the way of finishing your degree.
ST PETERSBURG COLLEGE PO BOX 13489 ST PETERSBURG FL 33733-3489
NONPROFIT ORGANIZATION US POSTAGE PAID ST PETERSBURG COLLEGE
• Second Summer 8-week classes start June 2 • Fall classes start Aug. 18
That’s why we have so many resources to help you get back on track. cont_id gpd_id**************AUTO**endorse
Contact us today
FIRST LAST TITLE COMPANY ADDRESS ADDRESS2 CITY STATE ZIP
at 727-302-6454 or spcollege.edu/enroll to see how we can help you finish your degree. 14-0274-05
+ MARKETING & PUBLIC INFORMATION
727-341-3274
0000
CAMPAIGN OVERVIEW + DIRECT MAIL TO APPLIED BUT NOT ENROLLED STUDENTS 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 contact information and a greeting from a dedicated pre-admissions advisor.
Hi, First name! Nice to meet you.
PRE-ADMISSIONS – ST PETERSBURG COLLEGE PO BOX 13489 ST PETERSBURG FL 33733-3489
NONPROFIT ORGANIZATION US POSTAGE PAID ST PETERSBURG COLLEGE
My name is Brad Clark and I’m here to help you. cont_id gpb_id**************AUTO**endorse
Clark.Brad@spcollege.edu 727-341-3400 spcollege.edu/apply
FIRST LAST ADDRESS ADDRESS2 CITY, ST ZIP
0000
14-0268-05
ii
+ DIRECT MAIL TO PAST ASSOCIATE GRADUATES Associate degree graduates of the past four terms will receive this postcard informing them of the more than 20 bachelor's degrees available to help them advance in their careers. Next steps will be listed to get started in a bachelor's program at SPC.
+ QUESTIONS? CONTACT US
CAMPAIGN OVERVIEW + DIRECT MAIL TO PROSPECTIVE STUDENTS Prospects of the past 12 months will receive a postcard tailored to their selected area of interest informing them of the different bachelor's degrees offered.
+ MARKETING & PUBLIC INFORMATION
727-341-3274
CAMPAIGN OVERVIEW + DIRECT MAIL TO PROSPECTIVE STUDENTS POSTCARDS CONTINUED
+ QUESTIONS? CONTACT US
CAMPAIGN OVERVIEW + DIRECT MAIL TO PROSPECTIVE STUDENTS POSTCARDS CONTINUED
+ MARKETING & PUBLIC INFORMATION
727-341-3274
@
+ EMAIL TO CURRENT STUDENTS
In early April, every currently enrolled student received an email notifying them of their priority date to register for fall classes. Early registration dates were offered to students based on their classification. An emphasis in the message was placed on flexible options for students to immediately pay for their classes. Additionally, step-bystep instructions were provided for students to register through MySPC.
+ QUESTIONS? CONTACT US
@
+ EMAIL TO CURRENT STUDENTS
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 the potential of losing their seat in classes if payment is not received by the universal due date. Information on the interest-free payment plan as well as other flexible payment options will be featured prominently in the email.
+ MARKETING & PUBLIC INFORMATION
727-341-3274
@
+ EMAIL TO CURRENT STUDENTS
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 other flexible payment options.
+ QUESTIONS? CONTACT US
@
CAMPAIGN OVERVIEW
+ EMAIL TO APPLIED BUT NOT ENROLLED STUDENTS
An email blast will be sent to prospects who've applied to St. Petersburg College but not yet enrolled for classes and selected Fall 2014 as a preferred start date. Each recipient will be sent contact information and a greeting from a dedicated recruiter. The list of prospects will be divided among seven SPC pre-admissions advisors.
+ MARKETING & PUBLIC INFORMATION
727-341-3274
@
+ EMAIL TO APPLIED BUT NOT ENROLLED
An email blast will be sent to prospects who've applied to St. Petersburg College but not yet to enrolled for classes. The email will take prospects to a landing page where they can fill out a brief survey on what's keeping them from registering. The data collected will allow pre-admissions advisors to make contact with them and offer guidance based on what's keeping them from registering.
+ QUESTIONS? CONTACT US
@
CAMPAIGN OVERVIEW + EMAIL TO PROSPECTIVE STUDENTS
Prospects of the past 12 months will receive an email tailored to their selected area of interest informing them of the different bachelor's degrees offered.
+ MARKETING & PUBLIC INFORMATION
727-341-3274
@
CAMPAIGN OVERVIEW + EMAIL TO PROSPECTIVE STUDENTS
Associate’s degree graduates of the past four terms will receive an email informing them of the more than 20 bachelor's degrees available to help them advance in their careers. Next steps will be listed to get started in a bachelor's program at SPC.
+ QUESTIONS? CONTACT US
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 provost’s office for distribution to staff, faculty and students.
YARD SIGNS
(INSIDE)
1 3/4” BUTTONS
FOLD-OUT SLICK
+ MARKETING & PUBLIC INFORMATION
DOOR HANGERS
(OUTSIDE)
727-341-3274
