2015 Enrollment Campaign
Summer & Fall Campaign Overview
Campaign Objectives
Create an integrated campaign that will:
- Generate awareness, excitement and urgency for Spring Enrollment among all audiences
- Position STLCC as vested partner to help achieve academic goals by speaking to students in a tone of encouragement
- Optimize messaging by reaching target audiences at appropriate intervals via appropriate mediums to help drive enrollment for the Spring ‘16 semester
Target Audiences
Primary: current students; district-wide
Secondary: new and lapsed students
Tertiary: faculty and staff
Key Dates
Priority registration: 10/28/15
Registration: 11/4/15
Payment due: 12/11/15
Drop For Non-Payment: 1/6/16
Classes begin: 1/19/16
Web registration ends: 1/25/16
12-week late-start classes begin: 2/8/16
7 & 8-week late-start classes begin: 3/21/16
Key Features
- strong call to action
- features current STLCC students
- specific support created for three key communication windows
- drives to stlcc.edu/spring2016
- #gotthis to encourage social engagement
Campaign Summary
Integrated campaign including media, campus signage, web, email campaign, social media (paid & organic), SEM, phone outreach
Email Campaigns
Social Media
Visually connected all campus and district Facebook and Twitter pages with consistent profile pictures and “You Got This” campaign cover images.
Running targeted video and static image ads across Facebook and Twitter to reach users who are likely current STLCC students
- Targeting users aged 18-30 who are engaged with STLCC district and/or campus Facebook pages
- Using geo-targeting to serve ads to users in top
- 30 enrollment zip codes with secondary targeting to STL +25 mile radius
- Targeting users aged 18-30 who follow with STLCC district and/or campus handles and/or handles associated with STLCC student media
- Using geo-targeting to serve ad to users in top 30 enrollment zip codes
Web Support
Campus Signage
Door Clings, Table Tents, Digital Displays, Computer Backgrounds