Reynolds Marketing Dashboard - Summer/Fall 2021

Summer/ Fall 2021

THE MARKETING DASHBOARD Summer/Fall Registration Recap This week kicks off spring registration. Here’s is a visual recap of the summer/fall registration campaign on multiple media channels.

During a lingering pandemic, messaging inspired students to start their next chapter by continuing at Reynolds or beginning here.

I-95 Outdoor Billboards

Digital Registration Guide

Digital-First Marketing Strategy Fall Paid Advertising Mix Postcard to currently enrolled students

Radio

Paid Advertising Radio spots aired during registration weeks between April 5 and August 23.

Digital lbo

Bil s

ard

Print

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WEBSITE & SOCIAL STATISTICS Tik Tok Account Launched

This summer Marketing staff teamed up with Admissions to launch the Reynolds Tik Tok account.

Videos focused on driving interest in G3 tuition assistance and REV (Re-Employing Virginians) funds.

Moving forward, more student voices and videos will be featured on the channel. Special shout out to Ambria Ingram for her energy, Tik Tok know-how, and upbeat Motown dance moves in these videos.

You won’t stop smiling watching them! Her creative approach has resulted in thousands of views and other community colleges nationally following the Reynolds account.

17

6,309

posts

370

total views

average views per post

Website Activity Spring Registration April 5 – August 23, 2021

640,713

Top 10 Pages

Top 3 Social Networks*

1.

1.

Home Page

2. Class Schedules

2. Twitter 11%

3. Programs A-Z

3. Instagram 2%

4. Course Descriptions

*Identifys the network and communities where people engage with our content.

5. Technology: About MyReyolds 6. Majors 7.

Site Visits

Top 5 Languages*

Technology: Login Help

1.

8. 6 Easy Steps to Get Started

English used in 202,127 visits

2. Spanish used in 697 visits

9. Degrees and Certificates

3. Chinese used in 358 visits

10. Academic Calendars

191,818

Facebook 84%

4. Portuguese used in 158 visits

Top 5 Locations*

5. French used in 145 visits

1.

*Based on language codes used by Google Translate.

English includes Great Britian, Canada, Australia, and India. Spanish includes US, Europe, and Latin American countries.

Richmond 16%

2. Tuckahoe 6% 3. Virginia Beach 5% 4. Mechanicsville 4% 5. Glen Allen 3%

New Site Visitors

*Based on trackable data – users must have location enabled.

Devices

3:17

Mobile 46%

Desktop 52%

Tablet 2%

Social Network Referrals (This tracks Reynolds.edu site visits from these social platforms)

Duration of Average Visit (in minutes) This is 34.77% above the industry average.

Instagram 1% Facebook 42%

Tik Tok 46%

LinkedIn 7%

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Twitter 3%

RECRUITMENT SUPPORT G3 Recruitment for G3 programs kicked into high gear this summer with more than 1,100 inquiries to date. Marketing staff embedded a lead generation form on the G3 web page for Admissions staff to follow up with prospects timely.

Social media post

Homepage web banner at reynolds.edu

Print flyer.

iPOWER HBCU-ish Sponsorship Reynolds was lead sponsor for IPower Radio’s HBCU-ish event in June, which included logo placement on all materials, radio spots, and social posts that aligned with the summer/fall registration campaign. Our own Admissions High School Recruiter Jessica Anderson was featured on a panel for local families.

Website banner of urban media partner Radio One.

Social media post by media partner Radio One.

NEW Look for Admissions Event Booth

Kings Dominion Partnership

Marketing produced a portable exhibit with literature holders and an iPad stand for Admissions to use at recruitment and community events.

This summer, the Admissions Team visited Kings Dominion to encourage employees to think about long-term careers and getting started at Reynolds.

Posters and digital signage continue to spread the word in the “back of house” areas of the park with a focus on G3 programs. Marketing staff created reynolds.edu/KD to capture leads from KD employees.

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One of five large posters for KD employees

COLLEGE-WIDE SUPPORT First On Campus Commencement It took a village and Marketing added to the festivities by producing masks, signage, and festive reusable ballons!

Welcome Back Campus Signage

Digital RAVE

We rolled out the red balloons for students, faculty, and staff this fall!

The digital Reynolds RAVE is sent out every other week to enrolled students and Reynolds employees. Since transitioning to an email version during the pandemic, we have been able to track engagement and measure the success of articles using Constant Contact analytics. For example, the average open rate during this registration period was 26%, above the average 22% for our industry.

Automotive Technology at the Parham Road Campus Coming soon signage for the new Automotive Technology facility at PRC.

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