CCNY 2015-16 Marketing PlanObjective: reach the tuition target for the next academic year and create a new digital marketing system for CCNY.

The problem: multiple budget cuts.➔ State Funding Reduction

($4.2M)

➔ CUNY Funding Reduction ($1.7M)

➔ CUNY Tuition target adjustment ($3.3M)

➔ CCNY Increased costs ($5.4M)

➔ Total Impact was $14.6M

➔ This plan is for the Tuition Target Adjustment.

$1.7M $3.3M $5.4M$4.2M

The solutionUse $20K of our $120k

annual marketing budget to invest in a digital marketing system that gets us back at least 30-40% of the $3.3M loss from our tuition target

adjustment.

High Schoolers, transfer students, graduate students, and parents need a way to be targeted online to increase tuition goals .

Step 1: Build Targeting

Who is the market?

Highschool StudentsHigh School seniors who will be graduating this

school year. Our primary target for this year should

be students in the Tri-state area.

Transfer StudentsCollege students mainly

enrolled in two year colleges that are going to

finish their associate's degree. Also, SUNY

students who come back after their 1st year.

ParentsParents of low income

households to help drive the majority of students who need financial aid to our college. Telling them

about our affordable education.

CCNY GraduatesTargeting recent alumni,

which is the easiest segment to hit. This is

another market we need so we can gain more

revenue.

Step 2: Measure Ads + Selling

The tactics & tools we will be using are:

Tools Platforms

● Buffer*● SEMRush● Ritetag/Social

Mention● Google Analytics*● Google Adwords● Facebook Ads/Pages● Instagram Ads● Twitter Ads● Trello

Instagram Google Adwords

TwitterFacebook

Snapchat

Buffer (Post Scheduling & A/B Testing)

Buffer enables us to:

● Schedule posts (Facebook does not favor these posts, however Twitter & LinkedIn does).

● Analyze post reach and engagement.

● Mainly convenient for late night posts: 11:30pm-3:00am (prime time for targeting).

SEMRush (For Keywords)

Keyword Research and targeting users through Google:

● Most tools allow you to infer what your intended customer is searching for on Google search engines.

● This SEMRush enables us to research and track competitive SEO.

● Giving us insights into which keywords we should be bidding for to have a leg up on our competition.

Google Adwords

Everyone uses Google to search for useful information.

Targeting keywords such as colleges in nyc, best colleges, when to apply to college, CUNY colleges, etc will give us a chance to show up Google’s search page if we bid for affordable ones that bring use the most ROI based on web traffic.

RiteTag/Social Mention (For Hashtags)

Social Mention allows you to track tags that are producing content that we can curate.

RiteTag allows us to see (using metrics) which hashtags we can utilize to optimize our organic campaigns.

The key idea to consider is: how do we use both tools to keep our organic content in competition with every other college’s?

Google Analytics (Tracking Conversions)

The most important part of this presentation...

Analytics allow you to:

● Track how users come to your site (referral traffic).

● How they travel through the site (event tracking).

● If they are actually complete the intended task you have for them (tracking conversions).

● How long they stay at the landing page you send them to (bounce rate).

Facebook Ads & Pages (Selling Content)

Facebook Ads

Allows us to specifically target students & parents that are interested in our competition. In this context we can consider that to be CUNY & SUNY schools.

We can target based on several factors. For an example see your handout.

Facebook Pages

Allows the target audience to connect with the college. We can share event pictures and videos, student stories, professor documentaries, etc.

The more we connect, the more they become interested.

We can use Boost posts mainly for registration deadlines & tour dates.

Facebook Ad Examples

Example of Parent Targeting

Twitter Ads (Selling Content)

A powerful ad platform similar to Facebook however we would only be targeting college students and parents here (high schoolers don’t care about Twitter).

You can even target specific people...specifically users who interact with our social media platforms (we can use tools such as Discover.ly to see if they use Twitter).

Instagram Ads (Selling Content)* & Snapchat competitions

*Note that the college does have to apply to use the ad platform on both Instagram & Snapchat. You can do so at Business.Instagram.com & directly contacting Snapchat.

Snapchat tactics:

Photo competitionsCampus life documentariesInterviews

Instagram tactics:

Follow users based on hashtag and geo location searches of high schools and community/SUNY college.

Then engage with the content they are providing while you post your own college revolving CCNY’s brand.

Trello (Tracking Progress)

Trello enables us to keep track of delegated tasks based on top level priority and KPIs (Key performance indicators).

We can use this tool in order to help see our overall progress and pivot our goals as our plans need to adapt to customer needs.

Step 3: Learning Analytics

Why now?

+92% teens regularly use social media daily.

Source: http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/

Source: Sprout Social

Source: Sprout Social

Source: Sprout Social

Budget Model

Priority Spending

Marketing Expenditures from $12,000 total

High school students4-5 years

CLV is primary.

Bring most value financially to the college.

Total budget: $6,000

Transfers/Grads

2-3 yearsCLV is secondary.

Brings less revenue into the school.

Parents

NodesPromote the brand.

We target for impressions only.

Note that percentages were based on highest expected customer lifetime value. We need the retention rate data for each group to see if the CLV changes.

Total budget: $5,000 Total budget: $1,000

Milestones/Goals

Nov. 2015Apply for instagram ads and create specific audience ads for FB & Twitter. Google analytics is installed on the website.

Dec.-Feb. 2016Ads are running & content is being A/B tested weekly.

March 2016Tracking data is being reported on to see how our ads are doing.

April-May 2016We compare our expected enrollment data to the current year.

Why us?

Kenny Soto, President

Provides data analysis, user

behavior, target system, and A/B

testing.

Tammie David, VP of Public Affairs

Helps with student outreach to see why

current students enjoy our college, this is to help

develop content.

Safiyyah Acosta, Senator

Creates headlines, call-to-action and approves

of final campaigns before each launch.

Conclusion:We need to market on the platforms that matter the most to our customers...that platform is the internet.All our team asks for from the $20K budget proposal for this plan is $8K service fee w/ a $6K retainer to implement it.

Thank You

The Undergraduate Student Government