Marketing Report July-August 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. This report shows cumulative FY 2014-15 data (July and August) as well as some other periods of time where data is available. Marketing and recruitment activities differ for traditional and nontraditional programs, so some comparisons are not appropriate. Application information is provided in this report, but this is not an enrollment report.

Marketing and Recruitment data Marketing and recruitment data is used to track the types of marketing programs designed to prompt action from target audiences Inquiry calls and visits, contact forms, applications, and SSRS reports (generated from PowerCampus) Recruitment activities, purchased media, website traffic come from reports generated by marketing partners and admissions personnel

Inquiries July-August 2014 = 1,210

Nontraditional Inquiries and Apps by Location and Program The chart shows inquiries by location and program type for July-August 2014. The Criminal Justice program had the greatest number of program contacts; nearly half of these came for the online program. Nontraditional Inquiries and Applicants by Program & Location: July-August 2014 Wash Wil NB JAX EC RTP RN to BSN Online Programs July - August 2014 Totals Accounting 4 3 1 11 5   27 BusMgt 13 7 12 10 25 79 HCM 15 8 28 86 MIS 2 14 CJC 9 46 92 Religion ECE 18 62 Gen Studies 6 16 49 HRM 32 55 61 Other Teacher Licensure 19 Other/Undeclared 23 Total All 83 45 53 143 82 559

Top Ad Sources: July-August 2014 N = 1,386 multiple source mentions Top mentions for all nontrad locations: Hobson’s Nontrad Online Marketing Program (105) Friend Referral (107) Base Education Office (SJ)(54) Top Sources for Traditional Admissions: SAT & ACT Score Reports (146) Cragmont Summer Camp Recruitment Visits—OFWB (81) Athletic Online Questionnaires (74)

Purchased Advertising Radio, TV, billboards and print ads produced 92 mentions for July and August, 2014.

Top Traditional Admissions Ad Sources by Type: July-August 2014 N = 620

Recruitment Activities at Nontraditional Locations: July - August N = 560 Nontraditional recruitment activities include various events and actions: community relations events, email blasts and mass mailings, drop off UMO materials at businesses or agencies, presentations, recruiting visits, fair/expo table/booth presence

Hobson’s Nontrad Marketing Program The most recent Hobson’s marketing program (we have had several iterations), began in March 2014; it has produced 556 inquiries!

Web Analytics: March – August 2014 Since the launch of www.umo.edu in March 2014, direct traffic, search engine traffic and referrals from other websites have generated 297,718 visits! The average visit length was 2-3 minutes, the average number of pages visited was 2, and the proportion of new visits was about 30-40% per month.

Website Traffic Search Engines help drive traffic to www.umo.edu

August 2014: Unique Callers = 198 Phone Inquiries 844.UMO.GOAL & 855.MOC.GOAL* August 2014: Unique Callers = 198 *855.MOC.GOAL is being phased out.

Cappex Partnership The Cappex company sends thousands of marketing messages on behalf of UMO to prospective high school students in targeted interest groups and geographical regions. The Admissions team follows up all inquiries.

Applications Received July-August 2014 N =666

Conclusions: July-August 2014 Cumulative Results Substantial search engine traffic increase for July-August due to fall semester start; about 1/3 visits from newcomers Over 1/3 of incoming phone calls originating from out of state; probably due to larger than usual # of new students in traditional population for Fall semester Increase in apps for online/virtual programs (101/666=15% of total apps); CJ accounted for 92 first time contacts for nontrad programs Large number (360) off campus visits and presentations made by nontraditional location admissions reps

Recruitment and Marketing Information Providers Admissions Representatives at nontraditional locations Ken Davis, SSRS reports from PowerCampus Jennifer Merritt, web analytics and other outside reports Georgette Prichard, Phone Call summaries, PowerCampus Liaison Data summaries, charts and graphs: Barbara Kornegay Let us know if you have a question.