Marketing & Outreach Ideas from a fool Christopher Miller Heartland Community College 1500 W Raab Rd Normal, Il We are getting a report now…

Traditional Media Terrestrial Radio and Local Newspaper GOOD Program awareness Parent demographic Marketing Dept comfort BAD No metrics No students are there Costly for what it is Things I learned.. Go for smaller papers, once a week Run for about 2 weeks before start of semester Radio same time frame. COUNTRY MUSIC station Spot Light –paper 30 second ad hitting the program -radio

Next level Movie Theater Trailer Radio segment “focus on Heartland” what is going on around town

Hosted Information Night. Student and Parent Outreach Sent out fliers to all high school students Showcased all of the labs and new equipment Used an existing event and went full on the new programs Parents

Students Interest I did local school visits to talk to students interested in our programs at HCC Used funds to bus in technology students from local school to see our program and all of the new lab materials Focused on Freshmen and Sophomores Purchased ACT data for students that indicated HCC as a school choice. We are writing specialized letters to students interested in technology related programs Presented at HCC’c Developmental math class 20 minutes about math topic in the field

Reaching Faculty and Teachers We hosted and after hours event Invited all guidance counselors We wanted 40 We got 25 Diverse group, advisors, tutors Showcased hands on activities Gave all participants complete program and course materials Early on in grant ran an online course about online assessment. Invited all members or school to participate. Then told them of new program.

Youtube and Pandora To reach students you have to get to where they are at. Not easy, target moves. Focus on female and male audience Around the 18 year old range Local geography Things I have learned Spotify more be more popular than Pandora? Most feedback was from Pandora AdBlock software blocks ads /banners in Youtube? Not sure if Youtube ads are “watched”

How did we do with Pandora? Here is results from Pandora we did in Jan-Feb this year $5000 got us 350,000 impressions There was more inventory, so we got more impressions Of the 350,038 launches they clicked on the link 2,093 Ad Blocking will not be counted as a contact I heard back from my product team and they are not aware of an embedded ad product that gets around the ad blocking. If a user uses adblock, they will not receive an ad, thus it will not be counted, but when and how its implemented is based on a lot of variables, i.e. the app, browser user settings. -Paul from Pandora

Earth Day / Program Awareness Local station that serves 2 TAACCT school’s has ½ segment on what local companies are doing. Partnered with IGEN, ICC to do a complete ½ program Focused on TAACCT grant with IGEN Then ICC focused on their TAACCT program Finally HCC focused on our TAACCT program

Embedded App Marketing This was suggested to me by 14 year old on where I need to target students. Multiple ways to get marketing into games / apps iAd Workbench to get into Apple market iAd Admob (starting point) for Google market Admob Third party vendor We used Pantagraph they called it Digital ReachPantagraph Geotargeted Advanced audience – we went with mobile (17-25 M/F) Was seen in Game of Words Will get analytics by Sept 29 th. merediths-miracles.org

Costs El Paso Local Paper 3x4 color ad 2 week $ Pontiac and Lincoln Local Paper 3x4 color ad 2 week $1488 Good Company all 3 segments $1200 Magic Radio stations 3 stations M-Sa 5a-10a 3p-7p 40 30sec ad 75 ads for 3 weeks $1000 WBNQ and B104 2 stations M-Sa 5a-10a 3p-7p 40 30sec ad 50 ads for 3 weeks $2550 IROC Radio stations 3 stations M-Sa 5a-10a 3p-7p 40 30sec ad 120 ads for 3 weeks $1300 Movie Theater 30 second ad $ weeks 3 theaters 3 times during the preview window Youtube 15 second ad $ weeks 60,000 impressions Comcast 30 second ad $ week not sure how impressions ACT student data $267 Pandora 30 second ad $ Everywhere package, banners 6 week 750,000 impressions (Latest round)

Dedicated Letters to Students Students want to feel wanted Students feel that Community College is always there, last choice. My students said they would respond to a direct letter recognizing them. Used ACT material and got the VP and Prez on board to sign a letter form me

Media Support Good Company IGEN HCC ICCIGENHCCICC Youtube 2 minute overviewoverview Ad 15 sec Youtube15 sec Ad 30 sec Radio30 sec STEM Info Night postcardpostcard Pandora Banner AdAd Embedded App marketing prospectusprospectus

Parting points Do not waste time on newspaper or local radio Use existing digital media faculty to help make the marketing material Plan run dates specific to enrollment times and go full Use the outreach funds to make your program Digital embedded marketing is new for all of us, do not hesitate to get in Bring in the students and bring in counselors show what we have Take the initiative ( Ohhh Mike Rowe low 6 figures and needs 10k+ folks before he sniffs, and $10k will get an “Old Professor” or “Expert” to give a presentation-yeah right ) How did it work? For us, we are seeing growth.

Are we seeing results? I do not know Pantagraph articlearticle

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