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
CONFIDENTIAL
Audience
Orientations Admitted students
Distinguished Speaker Area teachers and administrators (MA, NH), new teachers, current students, prospects (general,
alumni), staff
CONFIDENTIAL
Audience
Facebook fan demographic Average GCE Facebook
viewer Female
25 – 34 years old
From Fitchburg area
Speaks English
CONFIDENTIAL
Marketing Timeline
Semester Marketing Fall
Winter/Spring
Summer
Social Marketing
New Programs/existing programs
Special Events
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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
CONFIDENTIAL
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%
CONFIDENTIAL
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
CONFIDENTIAL
Return on Investment
2013 Marketing Budget expended - $221,535.94 Revenue generated – $5,524,359.90 Marketing to revenue ratio – 1 to 25
CONFIDENTIAL
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
CONFIDENTIAL