New Media

&

Marketing Strategies

Old Main (1926), Mercyhurst College

The Marketing Model of Influence

Retention

Advocates / Ambassadors

Recruitment

Example of College Fair ad

Explanation of Prospective Student Marketing and Communication

• Because we have the SAT/ACT list and know 1) who is interested in us and 2) who we are interested in we are able to directly mail or email the students (and subsequently their parents).

• We continue our presence at College Fairs and high school visits where students can learn more about the college or become interested in the college.

• We continue to build our online presence through Web, online search forums, online advertising and social media.

Example Student Portal

Example Hot Sheets

Example Orientation Website

A brief view of

Marketing Strategiesin 2011

@the present time…• Office of Marketing Public Relations, 7 staff + 2 interns

Marketing Advertising Web & Social Media

InternalComm.

Graphic Design

PublicRelations

Direct mail Television Web site CMS Morning Buzz Serves all internal audiences

Media pitching

Virtual tours Radio Portal project email policies Graphic Design Press releases

Positioning /messaging

Online Social mediause

Customer Service initiatives

Photography Media counseling & training

Research Outdoor Design Magazines and newsletters

Logo creation Some event staging

Strategic planning

New media & video

Online tracking / analytics

Speechwriting/ memo writing

Advertising creation

Media tracking

Branding Vehicles

ProspectiveStudents –

seniors (erieregion)

Prosp. Students Parents (erie

region)

Erie Regional Community

ProspectiveAdults in Erie

Region

ProspectiveGraduate

students in Erie Region

Cable – Erie region (90 miles)

X X

Network TV-prime time

X X X

Outdoor X X X X

Magazine X X X

Social Media X X X X X

Goerie.com X X X

Newspaper X X X

Social Media• Posting

Social Media

• Purchasing Ads

YouTube, Vimeo

Sophomores

Initial

Inquiry

• Welcome email

1 Day• “Why Mercyhurst” card and letter

30 Days• E-Postcard #1: College 101 (size, location, cost)

75 Days• Academic Life

120 Days• Student Life

Aug 1 before JrYear

• Visiting Colleges

Juniors

Initial

Inquiry

• Welcome email | General Info Packet

7 Days• Junior Teaser email

21 Days• Campus visit e-brochure

42 Days• Location e-postcard

Aug 1 before Senior Year

• Visiting Colleges

Off track: fall open house

Measurements

Thanks to Megan Corbin and the Comm dept faculty for contributing.