1. Marketing Report
April 2016
2016

2. 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.

3. 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.

4. 1st Time Contacts to UMO Nontrad Programs by Curriculum Interest: April 2016
There were 405 1st time contacts to UMO nontrad locations during April HCM received the largest number of inquiries (73), 26 to Evening College, 16 to RTP, 12 to Washington, 8 to Jacksonville, 6 to Wilmington, 4 to New Bern, and 1 to SJ. There were 52 inquiries about the general studies
program and CJC and ECE received 49 inquiries each. Evening College received the largest number of 1st time contacts (117), and the online programs received 96.
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5. ============================
Curriculum Interest of 1st Time Contacts to Evening College: April 2016
There were 117 first time contacts to Evening College, with HCM, ECE and business management being the top 3.
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6. Source Info Evening College
The Evening College location had multiple sources mentioned by the 1st time contacts in April, with Hobson’s Nontrad marketing program and word of mouth being the most often mentioned.
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7. Curriculum Interest of 1st Time Contacts to Jacksonville
First time inquiries to the Jacksonville location = 43 for April 2016, with the top program of interest being ECE (14) followed by HCM (8).
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8. Source Info for Jacksonville
The Hobson’s nontrad marketing program was the most often mentioned source of info for April first time contacts to Jacksonville, with word of mouth being second.
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9. Curriculum Interest of 1st Time Contacts to New Bern
In April 2016 there were 29 1st time contacts to the New Bern location, with management (9), CJC (6) and HCM (4) being the top programs of interest.
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10. Source Info for New Bern
The New Bern location 1st time contacts mentioned word of mouth and other/unknown as their major sources of info. =====================================

11. Curriculum Interest of 1st Time Contacts to Online Programs
There were 96 first time contacts to the online programs in April. The MBA program attracted 32 new prospects, and CJC and general studies attracted 24 each. The RN to BSN program attracted 16 new contacts.
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12. Source Info for Online Programs
The 1st time contacts to online programs mentioned word of mouth most frequently for their source of info about UMO in April There were also 15 mentions of Hobson’s nontrad, 10 from radio and 6 from billboards. Most of them made contact with UMO via an application.
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13. Curriculum Interest of 1st Time Contacts to RTP
The RTP location received 61 new prospects during April, with the highest count (16) having interest in HCM.
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14. Source Info for RTP ================================
The Hobson’s nontrad program was the most often mentioned source of info (27) for the April 1st time contacts to RTP. Word of mouth was mentioned by 11 inquiries.
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15. Curriculum Interest of 1st Time Contacts to Seymour Johnson
The SJ program received 11 first time contacts in April.
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16. Source Info for SJ
The first time contacts to Seymour Johnson mentioned word of mouth and other/unknown.
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17. Curriculum Interest of 1st Time Contacts to Washington
Thirty-three (33) new prospects contacted the Washington location in April, with the largest number (12) having interest in HCM.
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18. Source of Info for Washington
Word of mouth and other/unknown were the most often cited sources of info for 1st time contacts to the Washington location in April.
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19. Curriculum Interest of 1st Time Contacts to Wilmington
There are 15 newcomers to the Wilmington location, with 6 having interest in HCM.
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20. Source Info to Wilmington
The most often mentioned source of info at the Wilmington location was word of mouth.
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21. Hobson’s Nontrad Marketing Campaign
The April leads for Hobson’s nontrad marketing program exceeded March leads by 3 prospects. As the summer continues, these numbers will increase. Since March 2014 this campaign has yielded 2,927 leads. ============================================

22. Nontraditional Recruitment Activities
Nontraditional admissions personnel at the locations completed 341 various recruitment and promotional activities during the month of April. Over 200 of these activities were first time efforts. See the next page for a graph of these events.
Recruitment Activities by Nontrad Location/Type Apr 2016
Activity at UMO
Community Relations
Blast
Mass Mailing
Dropoff Material
Presentation
Recruiting Visit
Table/Booth
Total
First time efforts
Evening College 1 29 57 4 6
103 38
Jacksonville 10 18 16
New Bern 34 7 8 50
RTP 3 9 SJ 2
Washington 71 74 40
Wilmington 5 66 85 77 83
211 11 21
341
208

23. # Recruitment Activities
Nontrad Recruitment Activities, 1st Time Contacts and Apps Received Apr 15 to Apr 16
Nontraditional admissions personnel will gladly tell anyone who will listen that in order to increase enrollment, the groundwork has to be laid with recruitment efforts that produce contacts and applications. The chart below, and graphs following, demonstrate the relationship and upturn we have begun to see over the last 13 months. These changes are also beginning to positively affect the number of new student applicants.
Month/Year
# Recruitment Activities
# 1st Time Contacts
# Apps
April 2015
147
333
311
May 2015
235
394
322
June 2015
433
364
297
July 2015
398
392
439
Aug 2015 97
450
473
Sep 2015
136
350
264
Oct 2015 83
321
278
Nov 2015
143
365
282
Dec 2015
249
340
281
Jan 2016
220
442
362
Feb 2016
258
289
Mar 2016
313
396
312
April 2016
341
405
343
Totals
3053
4892
4253

24. Nontraditional Recruitment Activities: April 2016

25. Nontrad Recruitment Activities and 1st Time Contacts

26. Nontrad 1st Time Contacts and Apps Rec’d: Apr 15 to Apr 16

27. Nontrad Recruitment Activities and Apps Received

28. First Time Contacts for Traditional Admissions
There were 118 first time contacts to traditional admissions who identified a curriculum preference, and there were 410 who inquired for the first time ever who were undecided in their major. The large number of undecided students means that we must continue to coordinate efforts after these students arrive on campus to help them make a decision about a major. The graph on the next page demonstrates the type of interest for the students who told us which program is of interest to them, with biology, management recreation and criminal justice showing the larger numbers.

29. Curriculum Preference of 1st Time Contacts to Trad Admissions

30. Source Info for 1st Time Contacts to Trad Admissions: April 2016
Traditional students showing an interest in UMO for the first time contacted the admissions office via applications (133), standardized test scores (194), athletic questionnaires (29), info cards to admissions reps (153) and messages (7).
The top sources of info in April came from out of state college fairs in Maryland, SC and other states, as well as NC fairs. The graph on the next page gives more details.

31. Multiple Sources of Info: Traditional 1st Time Contacts

32. Cappex Inquiry Summary
The Cappex company sends multiple messages to traditional prospects on behalf of UMO, in order to recruit students who are in UMO’s target populations: core states, biology/physical science, music, art and graphic design. The graph below demonstrates the magnitude of messages needed to bring inquiries to UMO.
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33. Traditional Admissions Recruitment Events
During the month of April, traditional admissions personnel visited high schools, arranged campus visits and planned and led two admitted student day events for new freshmen and their families. On April 16 and 30, with the help of all campus offices and departments, a total of 118 new freshmen attended, received their UMO ID cards and were pre-registered for their Fall 2016 classes. This compares favorably to 2015 when there were 116 new students in attendance for the first two admitted student days. Two more events, on June 17 and July 15, are scheduled. About new transfer students, readmits and non-degree seeking students were also registered for Fall 2016.

34. Applications Received April 2016
There were 490 applications received at all locations and
programs in April 2016 vs. 498 received in April Thirteen (13) applications for the planned MSN and MEd programs in Fall 16 are included in this count.
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35. 800 UMO Phone Calls
In April, UMO personnel fielded 230 phone calls, with over ¾ of the calls going to the main switchboard number at UMO. There were 185 unique callers making 230 calls.

36. Transfer Friendly Programs
Over the last two semesters, many efforts to improve the transferability of community college graduates’ courses to UMO have been enacted. The goal of these efforts has been to make UMO programs transfer friendly. This project has involved the review and re-organization of certain TSB programs and courses in order to make a better fit for community college course transfer, as well as a more open policy regarding experiential learning credit.
In addition to signing the statewide comprehensive articulation agreement between NC private institutions and the NC Community Colleges for AA and AS degree transfer of credit, UMO has developed articulation agreements with community colleges for AAS graduates. Programs such as criminal justice, business administration, accounting, early childhood, nursing and agriculture technology have benefited by the crosswalk conversations and agreements in place. The chart on the following page demonstrates our progress thus far on this project.

37. AAS Articulation Agreements
Community College AAS Articulation Agreement Summary
AAS Articulation agreements N = 11
Sign Date
Craven Community College
4/7/2015
James Sprunt Community College
5/26/2015
Brunswick Community College
6/22/2015
Lenoir Community College
Bladen Community College
7/2/2015
Beaufort Community College
7/30/2015
Wayne Community College
8/28/2015
Sampson Community College
9/2/2015
Robeson Community College
2/11/2016
South Piedmont Community College
2/27/2016
Martin Community College
5/25/2016
Meetings held,Crosswalks in Process N = 15
Date of last contact
Central Carolina Community College
1/1/2016
Carteret Community College
3/18/2016
Durham Tech Community College
4/4/2016
Wake Tech Community College
Pamlico Community College
4/7/2016
Johnston Community College
4/13/2016
Central Piedmont Community College
4/27/2016
Mitchell Community College
4/28/2016
Pitt Community College
Vance Granville Community College
Southeastern Community College
Wilkes Community College
Cape Fear Community College
4/29/2016
Piedmont Community College
Sandhills Community College

38. Web Analytics
There were over 30,000 visits to the umo.edu website via search engines, led by Google, in April This exceeds the 26,000 received in April 2015 and the April 2014 visits of nearly 21,000. Direct traffic to the site = over 24,000 hits. The average visit length was about 2:30 minutes and the average number of pages visited was 2. ===============================================

39. Conclusions
There has been a slight upturn in contacts and interest in nontraditional programs. Multiple efforts, from academics to marketing and admissions has helped to move this initiative forward.
The traditional program continues to move forward with high interest in education, management and biology remaining on the top of the curriculum preference list; however the large number of undecided students entering UMO requires the institution as a college community to help them settle on a major so that they can identify with a group of professors and students as early as possible. This will have a positive impact on retention.
Website visits continue to increase. This uptick should continue into the summer and early fall.
Agreements with outside vendors such as Cappex, Hobson’s, TWG, Viamark, Blue Tone and others help to increase the visibility of UMO as well as enable a one-person marketing director to manage many programs.

40. Thanks
Thanks to Jennifer Merritt, Georgette Prichard, Ken Davis and UMO admissions representatives for their help in compiling the information for this report.