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<p>Most marketing campaigns are multi-faceted and are integrated, with multiple elements working together. For example, for fall 2019, the marketing campaign included advertising on television, on top of television or OTT (reaching viewers who stream shows on devices), commercial radio, internet radio, outdoor (billboard), digital advertising, outbound calling, event support, and direct mail.</p>
<p>Each tactic is evaluated based on the message and the audience. For example, for open house, marketing programs are targeted to high school students and their parents, while the spring campaign is targeted to the adult learner.</p>
<p>Marketing decisions are as data driven as possible. For instance, the marketing team evaluates ratings in the most recent time periods for TV and radio. For digital advertising, marketing will look at current usage trends among the target, as well as the performance of recent MCC digital campaigns. Direct mail and outbound calling programs provide excellent historical data. Marketing can analyze which prospects were contacted and see who enrolled to determine how effective the program was.</p>
<p>Messaging is as targeted as possible. Six different prospect types were contacted by outbound calling over the summer. Each group received a unique message that related to their situation. The same is true of direct mail: targeted direct mail drops to multiple audiences, from "cold" lists of purchased prospects who match certain parameters related to age, income, level of education, and ZIP Code, to "warm" lists of prospects who applied to MCC in the past, but never attended MCC or any college.</p>
<p>Digital marketing allows MCC to target prospects based on interests and lifestyle. A typical digital campaign will include advertising on Facebook, Instagram, YouTube, and Google paid search. Google paid search is based upon the search terms entered in Google. Our recent Google campaign included specific messaging on certificates, technical programs, credit for experience, and online learning. MCC also runs display ads - digital ads that appear on web pages based upon the prospect's browsing activity. Retargeting ads follow visitors to monroecc.edu, inviting them to return to the website.</p>
<p>In addition to paid advertising campaigns, monroecc.edu is an important recruitment tool. The website receives an average of 3,053 users per day. Marketing works closely with Web Development to constantly update the site and improve the user experience.</p>
<p>MCC's own social media channels are another important tool. Our Facebook page has over 16,000 followers and is an excellent way to build community engagement among our students. MCC's Twitter feed has over 6,000 followers and is often used to highlight the success of our students and faculty.</p>
<p>As you may know, Enrollment Management recently worked with Gray Associates to help define which programs to grow, start, and market. Gray's partner, Paskill Stapleton and Lord (PSL), evaluated MCC's digital and social media presence. The marketing team is currently using the results from Gray and PSL to inform our marketing going forward.</p>
<p>As stated previously, marketing is always underway at MCC. Six distinct direct mail postcards dropped in recent days. A digital advertising campaign for current student retention is running right now, targeting the specific locations of Brighton and Downtown Campuses with digital ads directed to current students. A radio campaign for our adult information sessions starts October 24. Digital advertising for open house will begin next week. You'll soon see TV and radio ads as well.</p>

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MCC Daily Tribune

Marketing and Web

You may not realize that marketing for student recruitment is a year-round effort at MCC. The annual campaigns for fall open house, spring recruitment, and fall recruitment are the most visible marketing programs, but marketing runs throughout the year.

Most marketing campaigns are multi-faceted and are integrated, with multiple elements working together. For example, for fall 2019, the marketing campaign included advertising on television, on top of television or OTT (reaching viewers who stream shows on devices), commercial radio, internet radio, outdoor (billboard), digital advertising, outbound calling, event support, and direct mail.

Each tactic is evaluated based on the message and the audience. For example, for open house, marketing programs are targeted to high school students and their parents, while the spring campaign is targeted to the adult learner.

Marketing decisions are as data driven as possible. For instance, the marketing team evaluates ratings in the most recent time periods for TV and radio. For digital advertising, marketing will look at current usage trends among the target, as well as the performance of recent MCC digital campaigns. Direct mail and outbound calling programs provide excellent historical data. Marketing can analyze which prospects were contacted and see who enrolled to determine how effective the program was.

Messaging is as targeted as possible. Six different prospect types were contacted by outbound calling over the summer. Each group received a unique message that related to their situation. The same is true of direct mail: targeted direct mail drops to multiple audiences, from "cold" lists of purchased prospects who match certain parameters related to age, income, level of education, and ZIP Code, to "warm" lists of prospects who applied to MCC in the past, but never attended MCC or any college.

Digital marketing allows MCC to target prospects based on interests and lifestyle. A typical digital campaign will include advertising on Facebook, Instagram, YouTube, and Google paid search. Google paid search is based upon the search terms entered in Google. Our recent Google campaign included specific messaging on certificates, technical programs, credit for experience, and online learning. MCC also runs display ads - digital ads that appear on web pages based upon the prospect's browsing activity. Retargeting ads follow visitors to monroecc.edu, inviting them to return to the website.

In addition to paid advertising campaigns, monroecc.edu is an important recruitment tool. The website receives an average of 3,053 users per day. Marketing works closely with Web Development to constantly update the site and improve the user experience.

MCC's own social media channels are another important tool. Our Facebook page has over 16,000 followers and is an excellent way to build community engagement among our students. MCC's Twitter feed has over 6,000 followers and is often used to highlight the success of our students and faculty.

As you may know, Enrollment Management recently worked with Gray Associates to help define which programs to grow, start, and market. Gray's partner, Paskill Stapleton and Lord (PSL), evaluated MCC's digital and social media presence. The marketing team is currently using the results from Gray and PSL to inform our marketing going forward.

As stated previously, marketing is always underway at MCC. Six distinct direct mail postcards dropped in recent days. A digital advertising campaign for current student retention is running right now, targeting the specific locations of Brighton and Downtown Campuses with digital ads directed to current students. A radio campaign for our adult information sessions starts October 24. Digital advertising for open house will begin next week. You'll soon see TV and radio ads as well.

Debra Davis
Student Services Office
10/31/2019