Marketing Report July 1 to September 30 2014

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.

Increase in Inquiries Inquiries increased by 56% from August to September Unique Inquiries July-Sep 2014 July-Aug total # July - Sep total # # change in one month % change in one month Total inquires traditional 577 1139 562 97% Total SJ Inquiries 74 100 26 35% Total Nontrad Site Location Inquiries 559 651 92 16% Total all 1210 1890 680 56%

Unique Inquiries by Location: 7/1/14 to 9/30/14 N = 1,890

Recruitment Activities Nontraditional Location Recruitment Activities include community relations events, email blasts and mass mailings, drop offs for regional businesses and agencies, special recruitment visits, and career/expo fair booths.

Top Sources: Traditional Admissions College fairs were the highest ranked source of information for traditional college prospects during the first quarter. These fairs, as well as private campus visits, make up the most important recruitment events traditional admissions representatives conduct in the fall of the year. Athletic questionnaires, ACT score reports sent to the institution, and other types of off site visits also help to spread the word about UMO to high school students.

Top Sources: Nontrad Admissions Hobson’s Nontrad Marketing Campaign, various referrals and media ads were most often mentioned as info sources about UMO by adult students. All advertising drives traffic to www.umo.edu.

The Hobson’s Nontrad Online Marketing Campaign has become an excellent recruitment tool for adult students. The data provided below shows results since March 2014.

Visits to umo.edu Direct traffic to the website continues to bring new students to the University of Mount Olive. All advertising directs traffic to umo.edu

Visits to umo.edu Search Optimization via Google, combined with other search engines, brings increasing numbers of visitors to umo.edu.

Social Media

Phone Inquiries There were 826 calls to all UMO locations from July 1 to Sep 30, 2014 via the 800 Goal numbers. The Switchboard fielded 482 of these calls. Out of state calls = 146. 800 Calls to UMO: July 1 to Sep 30, 2014 Unique Callers Total Calls Mount Olive*, Evening College, Online, Virtual 405 756 Jacksonville 8 12 New Bern 10 13 RTP 20 21 Washington 9 Wilmington 15 All Locations 464 826

Cappex The Cappex campaign is designed to send multiple messages to high school students as they explore colleges and careers. The UMO campaign has focused on religious preference as a theme; academic careers of focus have been in agribusiness, agriculture education and science.

Applications Received 1st Quarter Total—1,053 applications received 7/1/14 to 9/30/14 357 received since 9/1/14 (54% overall)

Conclusions Good news… Continued Concerns University name change marketing efforts may be kicking in--Inquiries at all locations increased from August to Sep by 56% overall; applications increased by 54% overall in same time period. Comprehensive University appeal brings more inquiries and apps for online and graduate level programs Search Optimization via Google, combined with other search engines, brings increasing numbers of visitors to umo.edu Interest in agriculture programs continues to bring additional inquiries and campus visits to traditional UMO; expect greater increases in October due to fall fest concert attraction Additional inquiries from new Leadership program roll out in January 2015 are expected; excellent transfer-friendly option Continued Concerns Nontrad locations: Yield from inquiries to apps to enrolled not at the rate needed to meet Fall 2014 enrollment goals; new Leadership program already attracting new prospects Election ads taking prime time TV spots from UMO thus reducing nontrad exposure; other media options being used Admissions Rep turnover puts newcomers in the field; more frequent training needs.