CUPRAP 2014 ANNUAL CONFERENCE ROWAN UNIVERSITY COLLEGE OF GRADUATE & CONTINUING EDUCATION.

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Presentation transcript:

CUPRAP 2014 ANNUAL CONFERENCE ROWAN UNIVERSITY COLLEGE OF GRADUATE & CONTINUING EDUCATION

ROWAN UNIVERSITY  Public Institution founded in 1923 located in Southern New Jersey  Approximately 12,000 undergraduate students and 2,000 graduate students  Established College of Professional & Continuing Education and entered the Online market in 2007  Merged Professional & Continuing Education with the Graduate School and became the College of Graduate & Continuing Education (CGCE) in 2010

CGCE in Fall 2010 Offered undergraduate degree completion and graduate programs in all delivery modes Portfolio now made up of 50+ programs including these additional areas: Behavior Analysis Clinical/Mental Health Counseling Communication Computer Science Criminal Justice History Math Music Evolution of CGCE CPCE in Fall 2009 Offered undergraduate degree completion and graduate programs that were online, off-campus, or hybrid only. Portfolio was made up of 15 programs in the following areas of study: Education Nursing Business Engineering Liberal Studies

Target Market Adult Student M arket

Building Campaigns Branding Promotes CGCE, it’s offerings by degree level and available delivery modes. Targeted campaigns by area study These campaigns are typically industry specific and include multiple programs. Program specific campaigns Despite affiliation with an area of study, for some programs there are very specific segments of the target market. We also try to identify media outlets that will allow us to be as targeted as possible and reach individuals that would be both qualified and interested in our programs. Three Tiers

Tier 1: Branding Media Mix  Print  Newspaper  Mag azine  Digital  Banner ads  Broadcast  Television  Radio  Signage  Outdoor (e.g.,billboards, transit)  Indoor (posters, flyers)  Digital Signs

Tier 2: College/Area of Study Media Mix  Print  Industry Magazines  Digital  Banner ads on industry sites  Search Engine Marketing (SEM)  Broadcast  Television  Radio  Direct Mail  Postal  Electronic  Signage  Outdoor (billboards)  Indoor (posters, flyers)  Digital

Tier 3: Program Specific Media Mix  Print  Industry Magazines  Digital  Industry Site Banner ads  Pay-per-lead education portals  Search Engine Marketing (SEM)  Direct Mail  Electronic

Media Percent of Budget

RU Online Student Profile Fall 2007Fall 2013 Undergraduate None Undergraduate Average Age = 42 89% Female 96% within the State of NJ 77% White/Non-Hispanic Graduate 40 years old 71% Female White/Non-Hispanic (74%) 96% within the State of NJ Graduate Average Age = 36 69% Female 65% White/Non-Hispanic 91% within the State of NJ

Online vs. Face-to-Face Course Enrollment

Projected Media Percent of Budget