The Road to Xavier Accepted Student Web Site Jesuit Advancement Association June 2007.

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Presentation transcript:

The Road to Xavier Accepted Student Web Site Jesuit Advancement Association June 2007

Road to Xavier

Road to Xavier: Engaging

Road to Xavier: Interactive

Road to Xavier: Rewarding

Road to Xavier: Personal

Road to Xavier: Customized

Road to Xavier: Focused

Road to Xavier: Creative

Overview Business Goal: Increase deposits from students accepted for undergraduate admission. Strategy: Strengthen Xavier’s image and better engage accepted applicants and influencers through interactive and peer-to-peer marketing. Tactic: Create customized, user-driven web site that’s interactive and fun, connects prospective students to one another and current Xavier students, and sells Xavier.

Chief Components Your Space: social networking tool (with incentives) Blue Tube: view & rate videos from current students Learn from current students: video introductions, IM Prompts from personal admission and FA counselors Review financial aid information and tools, including payment option calculator and more loan information Prompts campus visits Provides dynamic and static information on campus

Marketing Mix Announced to students through blast and postcard Weekly messages generated: generic and customized; within site and external; electronic and paper Communications tied to individual aid packages, scholarship opportunities, visit opportunities, majors and orientation, contest winners Cross-promoted by counselors and through standard communications

Communications

Metrics

Outcomes 56% accepted students use site 93% all deposited students used site Average visits: 10 all students, 18 deposited students 55% all users created a personal profile Freshman class of 2005: 757 students Freshman class of 2006: 813 students Freshman class of 2007: 865 students

Collaborative Marketing Admission IT/data Vendor: Hanson Dodge Creative Students

Marketing the Power of X

The Road to Xavier Accepted Student Web Site Jesuit Advancement Association June 2007

Marketing the Power of X