Marketing Strategy BOARD OF TRUSTEES MEETING April 16, 2018 Board - - PowerPoint PPT Presentation

Marketing Strategy

BOARD OF TRUSTEES MEETING April 16, 2018

Board of Trustees Agenda/Marketing & Communications - April 16, 2018 Page 1 of 12

Goals

Raise awareness for El Camino Community College District in South Bay and within the region by improving Brand Recognition to:

• Increase enrollment
• Improve high school and transfer partnerships
• Expand industry partnerships
• Develop collaboration between ECC and nonprofits
• Support fundraising goals

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Analysis

Challenges and Opportunities

• New-to-the-college

marketing tools and strategies

• Clunky website experience
• Lack of on-campus

messaging and wayfinding

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Competitive Analysis - ongoing

Enrollment Experience, Web Presence, Best Practices

Santa Monica College LA Harbor College College of the Canyons

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Targeted Strategies

First Phase – Content Creation

• Understand the consumer and where in the conversation he or she is seeking information

about educational opportunities

• Build out the digital channels where information is found

Second Phase – Deployment Stories Built for all Channels!

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Channels

Website

• Expanded content
• Develop library of video, blog posts
• Address mobile responsiveness
• Improve homepage messaging

Advertising

• Current – Transactional Messaging
• Develop long-range, coordinated, targeted traditional

and digital advertising campaign using CTAs

Email Marketing

• Create robust e-marketing strategy

─ to tell our story and grow database with CTAs ─ deploy email acquisition campaign to grow database

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Channels

Social Media

• Develop multiple social media campaigns

– campus initiatives and community partner support – grow engagement to better connect to those in

• ur community to share new programs
• Calendar of strategic posts

– promote new features of site – goals of college, programs – student and faculty stories

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Channels

Media Relations

• Tell ECC story and be the source

Publications

• Evaluate current print vehicles for

effectiveness

• Employ surveys, measure readership,

interest in content

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Timeline

April – June

• Promotion of Summer Sessions – retargeting, stories
• Bridging Study Results Available

─ Community Survey, Key Messages, Taglines

• Wayfinding

June – August

• Website Improvements
• ECC Story banners and Masterplan renderings
• Promotion of Fall Registration
• Launch of image advertising/tagline/messaging

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Measurement

Success of strategy and tactics evaluated on:

• Meeting enrollment goals
• Growing engagement in social, website,

showing people acted

• Media relations impressions
• Outreach Event Attendance

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Recent Successes

Jan – Feb 2018

Twitter

2,268 Total Engagements – 84% increase

• 404 Likes – 24% increase
• 102 Retweets – 15% increase

696,258 Reach –11% increase 198,579 Organic Impressions – 6% increase Added 102 Twitter Followers Total followers now at 8,519

Facebook

1,367 Total Engagements – 37% increase 741,351 Impressions – 17% increase 494,041 Facebook Users Reached – 13% increase

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Questions?

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