Marketing Audit

Graduate and Continuing Education, Fitchburg State University

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Audience

Baseline characteristics Age – 24 to 54

Locations (prospects) Within a 25-mile radius of 01420

Worcester ZIP codes

Southern New Hampshire (primarily Nashua and Keene areas)

Online

Household income (prospects) $40K to $140K

Audience

Semester Marketing Current students, prospects (general, teachers, nursing, alumni)

New Programs Prospects – Identified by marketing plan

Information Sessions Prospects – general, teachers, nursing, alumni

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Audience

Orientations Admitted students

Distinguished Speaker Area teachers and administrators (MA, NH), new teachers, current students, prospects (general,

alumni), staff

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Audience

Facebook fan demographic Average GCE Facebook

viewer Female

25 – 34 years old

From Fitchburg area

Speaks English

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Marketing Timeline

Semester Marketing Fall

Winter/Spring

Summer

Social Marketing

New Programs/existing programs

Special Events

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Semester Marketing – Fall

April – Marketing material creation begins

June Registration reminder postcards – 11,500 to current students, prospects, and teachers

Negotiate and place media buy

Write script for radio ad and prepare text for digital and print ads

July Website update – Semester dates, tuition changes, new landing pages, and bulletin upload

Bulletin – 16- to 24-page mailing to 100,000 current students and prospects

Posters – Locations: CPS windows; A-frames and 11x17s for around campus

Print ads – MTA, Business Matters T&G

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Semester Marketing – Fall

July (continued) Course promotional flyers – program specific

Contact ad – promoting graduate school to alumni

Constant Contact emails – registration open, registration reminder, program-specific

August Radio ads – WXLO, Mix 104.1, WKLB 102.5, WSRS 96.1, WEEI

Online ads – metrowestdailynews.com, wickedlocal.com, wxlo.com, telegram.com, sentinelandenterprise.com, keenesentinel.com, nashuatelegraph.com, boston.cbslocal.com

Constant Contact emails – registration available, late fee, registration reminder

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Semester Marketing – Fall

September Welcome Back

Distribute FSU-branded stylus pens and bags

Representatives from Housing and OneCard Office present for students to obtain parking permits and OneCards

Chartwell’s donates coffee and cookies

Rock the Block – informing undergraduates about graduate programs, winter and summer sessions

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Semester Marketing – Winter/Spring

September – Marketing material creation begins October

Negotiate and place media buy

November Registration reminder postcards – 11,500 to current students, prospects, and teachers Website update – Semester dates, tuition changes, new landing pages, and bulletin upload Bulletin – 16- to 24-page mailing to 100,000 current students and prospects Print ads – Community and State University student newspapers (promoting winter session)

Bridgewater, Framingham, Salem, Worcester, Bristol CC, Cape Cod CC, Holyoke CC, MWCC, NECC, North Shore CC, Quinsigamond CC, Roxbury CC

Print ads – FSU Today, FSU Parent newsletter Constant Contact emails – registration open, registration available, program specific

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Semester Marketing – Winter/Spring

November (continued) Table tents – 100 cards promoting winter session; placed in commuter café, McKay café, dining

hall, and all common areas

December Posters – Locations: CPS windows; A-frames and 11x17s for around campus

Print ad – MTA, FSU Today

Civic Center electronic sign

Online ads – metrowestdailynews.com, wickedlocal.com, wxlo.com, telegram.com, sentinelandenterprise.com, keenesentinel.com, nashuatelegraph.com, boston.cbslocal.com

Course promotional flyers – program specific

Constant Contact emails – registration reminder, program specific

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Semester Marketing – Winter/Spring

December (continued) New teacher letter – information about licensure programs, spring semester, Distinguished

Speaker event

January Radio ads – WXLO, Mix 104.1, WKLB 102.5, WSRS 96.1, 98.5 Sports Hub Online ads – metrowestdailynews.com, wickedlocal.com, wxlo.com, telegram.com,

sentinelandenterprise.com, keenesentinel.com, nashuatelegraph.com, boston.cbslocal.com Welcome Back

Distribute FSU-branded stylus pens and bags

Representatives from Housing and OneCard Office present for students to obtain parking permits and OneCards

Chartwell’s donates coffee and cookies

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Semester Marketing – Summer

January – Marketing material creation begins

March Negotiate and place media buy

Website update – Semester dates, tuition changes, new landing pages, and bulletin upload

Summer postcards – 15,000 to purchased lists of college-aged students and teachers

Registration reminder postcards – 11,500 to current students, prospects, and teachers

Bulletin – 16- to 24-page mailing to 100,000 current students and prospects

Print ads – Community and State University student newspapers Bridgewater, Framingham, Salem, Worcester, Bristol CC, Cape Code CC, Holyoke CC, MWCC, NECC,

North Shore CC, Quinsigamond CC, Roxbury CC

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Semester Marketing – Summer

March (continued) Print ads – FSU Today, FSU Parent newsletter

Civic Center electronic sign

April Civic Center electronic sign

Table tents – 100 cards; placed in commuter café, McKay café, dining hall, and all common areas

Posters – Locations: CPS windows; A-frames and 11x17s for around campus

Print ad – MTA

Constant Contact emails – registration open, registration available

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Semester Marketing – Summer

May Online ads – metrowestdailynews.com, wickedlocal.com, telegram.com,

sentinelandenterprise.com, keenesentinel.com, nashuatelegraph.com

Constant Contact email – registration reminder

June Online ads – metrowestdailynews.com, wickedlocal.com, telegram.com,

sentinelandenterprise.com, keenesentinel.com, nashuatelegraph.com

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Social Marketing

Create social media content and interact with visitors

Platforms – Facebook, LinkedIn, Twitter, YouTube

Content items New programs

Featured events

Contests

Engagement content

Trivia Tuesday

Throwback Thursday

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New Programs/Existing Programs

Marketing template for new/existing programs

Developed with Department Chair/Graduate Program Chair/Committee

Defines target market and strategy

Marketing efforts include: Print ads

Posters with tear-offs

Direct mail

Videos

Targeted information sessions

Website

Social media

Journals

Conference sponsorships

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New Programs

Program: Online M.Ed. Special Education (Guided Studies, Moderate, Severe and Reading Specialist), Behavior Analyst certificate Launch Date: Fall 2014 Message Focus: Academic Excellence, Commitment to Student Success, Online, Convenient, Community of Learners, Technology, Affordable Strategy: Webpage - http://www.fitchburgstate.edu/academics/academic-departments/education-dept/graduate-programs-in-

education exists on Education department page, but includes all education programs – create new landing page Videos (incorporate into website, send in emails using Wistia (if we purchase it)) Mini-bulletin Digital ads Print ads in journals Organizations – websites, newsletters, calendars, list serves Promote at conferences, seminars, workshops Targeted information sessions at schools MBTA poster/tear-card

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Special Events

Information Sessions – August, January, April On-campus event for prospects

Learn about programs and speak with advisors, admissions, registrar, and financial aid

Goal - Have attendees apply and register

Direct Mail – Bulletin, Radio, Social, Constant Contact, Website, Digital ad

Orientations – August, January On-campus event for newly admitted students

Meet with advisor, obtain campus information and OneCard

Direct Mail - Letter, Email

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Special Events – Distinguished Speaker

Event scheduled for March July (prior year)

Fall Bulletin announcement Website update – Speaker information, dates, and cost

September (prior year) Posters – CPS and Readiness Center

October (prior year) Postcard – 10,000 to superintendents, teachers, principals, and alumni

November (prior year) Print ad – MTA Spring Bulletin announcement

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Special Events – Distinguished Speaker

November (prior year – continued) Winter/Spring Registration reminder postcard Posters with tear-offs – Mailed to principals and posted in McKay Social Web/Campus Events Calendar

January Mailing – new teachers Print ad – MTA Press release Constant Contact additional outreach to educators, assistant superintendents, principals

February Press release

March – date of event Alumni, Admissions involvement

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Assessment

Social marketing – Facebook Promotion to increase fan base

Constant Contact email on July 1, 2013

Target: 2900 current undergraduate and graduate students

406 opened, 147 clicked through

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Assessment

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Assessment

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Assessment

Campaign for online Special Education programs Radio and digital campaign

Radio – January 7 – 15, 2014

Digital – January 7 – 21, 2014

Directed listeners/viewers to online Special Education program landing page http://www.fitchburgstate.edu/offices/academic-offices/gce/special-education/

Results 464% increase in landing page visits

395% increase in landing page views

474% increase in unique visitors to landing page

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Assessment

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Assessment

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Assessment

Information Session attendance

Year Attendees (prospective

students)

% increase (year to year)

% increase (from 2009)

2009 97 -- -- 2010 128 32% 32% 2011 157 23% 62% 2012 229 46% 136% 2013 244 7% 152%

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Assessment

CBS Boston Takeover Takeover of

cbslocal.boston.com

Directed visitors to GCE homepage

Ran on January 3, 2014

Results Sent 437 visitors to

GCE homepage

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Return on Investment

2013 Marketing Budget expended - $221,535.94 Revenue generated – $5,524,359.90 Marketing to revenue ratio – 1 to 25

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Marketing Wants

Follow-up plan for Constant Contact prospects

HubSpot, Act-On, or some all-in-one marketing software to help drive traffic to our site (blogging, social media, search engine optimization tools), convert leads and gain customers (landing pages, email marketing)

Blogging

Editorial calendar for social media

Broadcast – Television

University Marketing Plan

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Combined Effort

Already joint-market with many University events CenterStage playbill

Contact magazine

Rock the Block

Desire to “piggyback” with University Marketing Plan

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