Marketing Dashboard Summer/Fall 2020

Summer/ Fall 2020

THE MARKETING DASHBOARD Fall Registration Campaign Authentic messaging to address these uncertain times with COVID was used in the fall campaign. The goal was to inspire students not to wait and pursue their dreams, regardless of what’s happening in the world that may cause fear or uncertainty.

I-95 Outdoor Billboard (featuring Khalil)

Fall Registration Postcard (featuring Mitzi)

Instagram Post (featuring Holly)

Instagram Post (featuring Chrystal)

Fall Web Banner (featuring Yonatan) More Fall 2020 Registration Assets Pg 2 g

1

SUMMER/FALL REGISTRATION 2020 Summer 2020 Registration Our Summer 2020 registration campaign featured Reynolds students.

The message pivoted to classes online in the wake of remote learning as a result of COVID. Instagram Post (featuring Tyquan)

Postcard

Summer and Fall Registration Guide (featuring Elianna) I-95 Outdoor Billboard (featuring Samuel)

Twitter Post (featuring Daniel)

Web Banner (featuring Kelsie)

Fall 2020 Registration (continued from Page 1)

I-95 Outdoor Billboard (featuring Asia)

Facebook Post (featuring Nanette)

Twitter Post (featuring Timothy)

2

SUMMER/FALL REGISTRATION 2020 Paid Advertising for Registration

Customer Relationship Management (CRM) Messaging and Launch

Radio spots aired during open registration weeks from April 6 through the start of summer classes May 18. Then again, beginning in July through the start of fall classes August 24.

In partnership with Communications, Department of Technology, and Enrollment Services, Reynolds marketing team launched a Customer Relationship Management (CRM) strategy this summer to scale up targeted messages to future and current students.

Over six months, we created a communications strategy focused on the entire student experience and less transactional messaging. Two campaigns rolled out this summer with a focus on re-enrollment and ensuring new students who attended SOAR made it to day one of classes.

A New Digital-First Marketing Strategy The marketing team developed a “digital-first” marketing strategy post-COVID to address the need to provide students current and compelling content in a virtual-only environment.

Performing our work through a lens that optimizes online access (“digital-first”) to Reynolds, especially during COVID and limited on-campus time. The goal is to create a meaningful and interactive student experience virtually. The increased digital media investment for fall also reflects the shift from traditional advertising to match consumer behavior.

The team is using an automated marketing platform in tandem with the CRM to create highly designed emails.

The CRM database is a tool that provides data automation that “nudges” students along their journey. We are seeing success with increased open rates and student engagement.

Radio Summer Paid Media Mix

Bill

Radio

s

ard

bo

Digital

rds

boa

Bill

Print Ads Fall Paid Media Mix

Digital

Radio

s

ard

bo

Bill

Print Ads

3

RECRUITMENT SUPPORT New Recruitment Materials

Perkins Grant - Nursing

Print and digital recruitment guides were produced for the adult and high school markets. The guides can be viewed and downloaded on the Reynolds website under Future Students. A guide to help students learn about the basics of paying for college was also produced and is available in print or digitally.

Funded by the Perkins Grant, a digital display advertising and pay-per-click (PPC) campaign focusing on recruiting men in nursing and was conducted throughout mid-May until the end of June.

Adult Learner Recruitment Brochure

• The native campaign delivered over 600k impressions with a 0.25% click through rate.

• We saw over 2,200 clicks generated between the two campaigns.

• The search campaign ended with a click through rate of 9.75 and 3x the national average.

• After users clicked on the ads, 414 people clicked on the apply button, 246 visited the 6 Easy Steps page, and 147 visited the request info page.

Reynolds Nursing Video (Featuring Andrew - Reynolds Nursing Graduate)

Pay for College Guide

High School Students Brochure

4

COLLEGE-WIDE SUPPORT

Website banner to attract visiting transfer market

Get ready to

S•O•A•R New Student Orientation and Registration SOAR_Postcard_Fall2020_5x7.indd 1

SOAR Postcard

3/17/20 8:46 AM

Instagram Post for Virtual Open House

Family & Friends Orientation Promotion

Financial Aid Grow Your Green campaign

Admissions Virtual Information Sessions Web Banner Post

5

COMMUNITY AWARENESS Back to Work Campaign

The Kitchens Opening

A $50k grant from The Community Foundation to help local employees displaced by COVID resulted in a Back-to-work Training campaign.

The campaigns is running August through October and consists of print and e-brochures, including digital and radio advertising, direct mail postcards targeting local zip codes, outdoor billboards in the City, and radio ads

To build excitement and interest, a “coming soon” postcard was mailed in April to 52,000 households in Richmond’s East End.

Better Housing Coalition

Equity Through Action Marketing worked with a local radio partner in the urban market, on Juneteenth, along with Communications and the President’s Office to sponsor a virtual conversation about Equity Through Action at Reynolds.

Dr. Pando and Dr. Sass were the featured guests, sharing what Reynolds is doing to close the achievement gap in this area.

The interview ended with Dr. Sass reading a live excerpt from her powerful and personal Juneteenth reflection. The Facebook live stream post reached more than 4,000 people, and resulted in about 400 “engagements” with the post. reynolds.edu/equity

Back-to-work Facebook Post

I-95 Outdoor Billboard

Real Opportunities Six outdoor billboards are strategically located in the City in targeted neighborhoods and near public transportation

6

WEBSITE & SOCIAL STATISTICS Website Activity Summer/Fall Registration April 6 - August 23, 2020 Top 10 Pages

715,882 Site Visits

193,721

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

Home Page Technology Support Class Schedule Programs A-Z Nursing AAS 6 Easy Steps Transcript and Grades Bookstore New Student Orientation (SOAR) Employment

Top 10 Locations* 1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

Richmond 15% Virginia Beach 12% Tuckahoe 8% Mechanicsville 6% Glen Allen 5% East Highland Park 4% Laurel 3% Bon Air 3% Woodlake 2% Wyndham 2%

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

Devices New Site Visitors

Mobile 45%

Desktop 53%

3:17

Tablet 2%

Browsers

All others 4% Duration of Average Visit

Chrome 43%

Safari 42%

IE 3% Edge 5%

(in minutes)

User Demographics

Campaigns

Instagram The Marketing Office manages the college Instagram account with image-forward messages celebrating the Reynolds experience.

To encourage students involvement and excitement around this years virtual commencement, we launched an Instagram campaign asking graduates to share photos of their decorated mortar boards. A total of 25 students participated and the posts each received dozens of “likes.”

We also launched a Program Spotlight campaign which highlights one academic program per post and drives people to more information on our website. Followers on Instagram continue to grow, up to 826 compared to 519 at the end of December 2019.

7

Firefox 3%