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Marketing Report. February 2016. Purpose. The purpose of this report is to show trend information for recruitment and marketing programs at all University of Mount Olive locations .
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Marketing Report February 2016
Purpose The purpose of this report is to show trend information for recruitment and marketing programs at all University of Mount Olive locations. Where possible, comparisons over time are shown. Marketing and recruitment activities differ for traditional and nontraditional programs, so some comparisons are not appropriate. This is not an enrollment report.
Introduction • The following data is gathered from inquiry calls/visits, contact forms, applications, and SSRS reports. • Recruitment activities, purchased media, website traffic, and other promotional and marketing efforts help drive students to our website and other points of contact. • Information is used to track what kinds of advertising prompts action for various audiences.
1st Time Contacts to Traditional Admissions: Feb 2016 There were 738 unique first time contacts to traditional admissions in February 2016. Their primary means of contact was via an application; however, some first time contacts used email, reply cards, private visits, athletic questionnaires and other forms of contact.
Traditional Admissions Recruitment Activities: Feb 2016 The traditional admissions team visited many high schools during February following up applications received. Their visits usually include contact with the guidance counselor, who helps set up times for them to visit with applicants. The counselors also help to get transcripts so that acceptance decisions can be made on site in some cases. Other activities included phone calls, texts and email blasts to connect with students planning to attend the admitted student days scheduled starting in April. Students must be accepted and have paid their deposit in order to attend ASD.
Source Information for Traditional Admissions Prospective students mentioned multiple sources of information to connect them with UMO. The final group of Ag fest inquiries (high school freshmen), which occurred during fall term, were recorded in the info system during February, and the Cappex website was a popular mention.
Cappex Marketing Program: Traditional Admissions • During February 2016, the Cappex Campaign sent over 93,000 messages on behalf of UMO. • The core states campaign produced 109 inquiries; the bio/phys sci campaign produced 26 new contacts, and the business admin campaign brought 49 new prospects. • The fine arts campaign produced 28 new inquiries.
1st Time Contacts to Trad Admissions by Curriculum Preference There were 588 1st time contacts to traditional admissions in Feb 2016 who are undecided about their academic major in college; 150 prospects provided their curriculum preferences. Biology, education, business, recreation and criminal justice were mentioned frequently.
Applications to Traditional Admissions: Feb 2016 There were 177 applications to traditional admissions during February 2016, with the majority (24) being undeclared. Applicants who have already decided what to study chose agriculture, education, business, psychology, RLS, criminal justice and biology and others shown on the graph below.
1st Time Contacts to Nontraditional Programs During the month of February 2016, there were 340 first time contacts to nontraditional locations. The graph below shows their curriculum preferences in total.
Hobson’s Nontrad Marketing Program: Feb 2016 • The Hobson’s Nontrad Marketing program continues to drive new leads to UMO’s locations and online programs. • This month there were 137 new leads, with the most going to RTP (39) and Evening College (37). The Online Programs received 12 of these leads in February, and over the time we have had this program, 182 leads in total have gone to online programs. (see details on next page)
1st Time Contacts to Evening College: Feb 2016 • There were 77 first time contacts to evening college during February 2016. • There were multiple sources of information listed by these prospects as they connected with UMO, with Hobson’s Nontrad being the most frequently mentioned. • The curriculum preferences for these prospects included ECE, HCM and business management, as well as others. • There were 51 applications received during February, with ECE being the most popular curriculum preference. See graphs on following pages
1st Time Contacts to Jacksonville • In February, the Jacksonville location received 46 first time contacts who were interested in HCM, business management, ECE and others. • Multiple sources were cited as ways first time contacts heard about UMO with word of mouth being the most frequently mentioned. • There were 33 applications received in February 2016; the highest number of apps received were for HCM, business management and cjc. (see graphs on next pages)
1st Time Contacts to New Bern: Feb 2016 • The New Bern Location received 19 first time contacts in February • The curriculum preferences listed most frequently were ECE, business management and HCM. • The sources of information for these prospects included word of mouth, billboards, radio and Hobsons. • There were 18 applications received at New Bern in February: ECE, business management and HCM were popular. (See graphs on following pages)
Contacts to Online Programs: Feb 2016 • 1st Time Contacts to the Online Programs for MBA, Nursing, CJ and general studies mentioned word of mouth as a popular source of information. • The MBA received the most 1st time contacts seeking info about the online program, followed by cjc, general studies and nursing during the month of February 2016. • There were 76 apps received for online programs in February, with the most coming for the MBA, followed by cj, general studies and nursing. (see graphs on the following pages)
1st Time Contacts to Online Programs by Curriculum Preference
Contacts to RTP: Feb 2016 • During February 2016, there were 54 first time contacts to the RTP location • Multiple information sources were mentioned, with Hobson’s nontrad marketing program being mentioned most often • Curriculum preferences included HCM, business management, ECE and others • There were 29 applications received during February at RTP, with HCM, business management and ECE occurring most often. (see following pages for graphs with details)
1st Time Contacts to RTP by Curriculum Preference: February 2016
Contacts to SJ: Feb 2016 • There were 21 unique 1st time contacts to the SJ location in February 2016 • There were undecided prospects in the first time contact group, as well as those interested in business management, general studies and HRM. • There were 22 applicants, with undeclared being the most frequently chosen preference. (see graphs on pages following for details)
Contacts to Washington: Feb 2016 • There were 18 first time contacts to Washington in February, 2016 • The info source mentioned most often was word of mouth, followed by website, radio, TV and mail. • Washington received 13 applications in February including business management, HCM, ECE, and others. (see graphs on following pages for details)
Contacts to Wilmington: Feb 2016 • There were 43 unique first time contacts to Wilmington in February • Hobson’s Nontrad was the most frequently noted source of information • The most popular curriculum mentioned was HCM, followed by ECE and business management (see following pages for details)
Applications to Future Grad Programs: Feb 2016 UMO has already received 7 applications for the recently submitted graduate programs in nursing and education. The programs are not being advertised since they have not been approved by SACS or the Dep of Education for federal funds. No action can be taken until approval has been granted.
Phone Calls to UMO In February 2016 UMO received 297 phone calls related to recruitment from 234 unique callers. Most calls were received at the reception area and sent to the appropriate extension.
Historical Summary of Applications Received in February While February is usually a slow month in the world of admissions, UMO’s overall total applications received has gradually increased as shown by the summary below. Despite the rise in applications, we must remember that we have added online programs, to include graduate degrees in this same time period.
Traffic to umo.edu In February 2016 traffic to the web site was driven by search engines, primarily Google, referrals from other websites and direct traffic to umo.edu Traffic was up versus the most recent months, with the average visit being over 2 minutes, the pages viewed per visitor averaging about 2. About 1/3 of the visitors to the site were first timers ( see graph with details on next page)
