1. Marketing Presentation 4/18/14

2. The ever-changing world of communications People are overwhelmed. Need to send multiple messages via multiple avenues Need to communicate with targeted audiences & people who influence their decisions

3. How targeted audiences get info Smart phones rule – 80% targeted audiences Social media dominate – Facebook #1 but losing ground to Instagram & Twitter Music big – Pandora #1 Texts in, email out unless over 25 Cable – On-demand impact still viewed sports/news Internet Ads – 90% use Internet primary source of info Mail – less clutter in mailboxes postcards making comeback

4. Fall 2014 Marketing Plan Fall 2014 Marketing Plan Limited Budget, Targeted Resources Cable Television – Comcast, Cablevision, FiOS March – September 1 Messages: Open Houses, Summer & Fall Registration Target ads Walter Rosario Dennis

5. Direct Mail -- high school students & parents October Open House Top 10 Reasons Parents Brochure Transfer After RVCC Parents Brochure Early Credits Postcard Great Value Parents Brochure Success Postcard 1 Spring Open House postcard NJ STARS postcard Affordability Postcard 1 Success Postcard 2 Ride the Bus Postcard 1 May 29 Open House Late Deciders Affordability Postcard 2 Early Credits Postcard Success Postcard 1 Special August Info Session Early Credits Postcard Ride the Bus #2 Postcard Applied, Not Enrolled Postcards 1&2 9/25/13 Class of 14 & 15 10/23/13 Class of 14 & 15 11/19/13 Class of 14 & 15 12/3/13 Class of 14 & 15 1/13/14 Class of 14 & 15 2/17/14 Class of 14 3/7/14 Class of 14 & 15 3/12/14 eligible students 4/1/14 Class of 14 4/16/14 Class of 14 & 15 4/28/14 Class of 15 along bus route 5/8/14 Class of 14 & all prospects 5/15/14 Class of 15 5/20/14 Class of 15 & 16 6/5/14 Class of 15 7/2/14 Class of 14 & all prospects* 7/10/14 Class of 15 & 16 8/1/14 Class of 14 along bus routes July & August applied, not enrolled *Recommendation to Admissions to schedule this event

6. Fall Marketing Plan Direct Mail to all households November 15, 2013 February 28, 2014 May 9, 2014 Internet Advertising & Pandora Google, Facebook, Pandora & sites frequented by prospective students December/January July/August Social Networking Prospective Students Check Out Social Media Daily posts: Facebook, Twitter Active on Instagram, YouTube & LinkedIn Next: Google+ & Pinterest

7. Fall Marketing Plan Monthly Electronic Newsletters Transitions – high school administrators, counselors & prospective students Express – businesses Create Your Own Info Packets 1400 created since April 2013 Career Coach Over 2700 users since October 2013 launch

8. Key Messages Affordable: Avoid Huge College Debt 7 out of 10, US college seniors in 2012 owed college debt. Average debt $29,400 Compare The Savings

9. Key Messages Quality Success stories Transfer opportunities National awards Small class sizes College Your Way Online Day, evening, weekends Career programs complete in a year or less

10. Challenges Shrinking pool of prospective students High school graduating classes declining Unemployment rate declining Increased competition For profits school spending record marketing amounts – more than all community colleges in US Seizing ownership community college message – job training People expect 24/7 customer service and mobile access

11. Opportunities Expansion of Science Building New Workforce Building & programs Former RVCC students dropped out after few classes GED First Generation ESL

12. Suggestions More recruitment events on campus Follow-up plan for inquiries/applicants - Personal attention - Review all correspondent to make more customer friendly Enhance retention efforts High quality, personalized customer service Spread the word in the community April 29 Webinar: 7 Obstacles to Recruiting