Rethinking Digital Tactics

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[av_heading heading=’Rethinking Digital Tactics For Summer & Fall Enrollment Campaigns’ tag=’h2′ style=’blockquote modern-quote modern-centered’ subheading_active=’subheading_below’ show_icon=” icon=’ue800′ font=” size=’30’ av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” subheading_size=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=” icon_size=” av-medium-font-size-1=” av-small-font-size-1=” av-mini-font-size-1=” color=” custom_font=” icon_color=” margin=” margin_sync=’true’ padding=’10’ icon_padding=’10’ link=” link_target=” id=” custom_class=” template_class=” av_uid=’av-kgl8o9rv’ sc_version=’1.0′ admin_preview_bg=”]
RESPONDING TO COVID-19
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Recent events are making it clear that this situation is entirely unprecedented. No one knows for certain how the next few weeks and months will evolve. But we do know that after securing the health and safety of our families and colleagues, we need to provide new solutions to assist our community colleges in minimizing the potential enrollment impacts on Summer and Fall.

It is imperative at this time to remain focused on filling classes, either online or on site, in the Summer and Fall. Addressable geofencing of the homes of current and prospective students is a perfect way to reach those audiences of key importance.

See below for more detailed strategies, tactics and ideas. If you have any questions, please contact us.

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[av_heading heading=’New Strategies, Tactics, And Ideas To Minimize Any Disruption In Summer & Fall Enrollment’ tag=’h3′ link=” link_target=” style=’blockquote modern-quote modern-centered’ size=’24’ subheading_active=’subheading_below’ subheading_size=” margin=” padding=’10’ color=” custom_font=” custom_class=” id=” admin_preview_bg=” av-desktop-hide=” av-medium-hide=” av-small-hide=” av-mini-hide=” av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=” av_uid=’av-dlajj5′][/av_heading]

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[av_heading heading=’Communication With Current Students ‘ tag=’h3′ link=” link_target=” style=’blockquote modern-quote modern-centered’ size=’24’ subheading_active=’subheading_above’ subheading_size=” margin=” padding=’10’ color=” custom_font=” custom_class=” id=” admin_preview_bg=” av-desktop-hide=” av-medium-hide=” av-small-hide=” av-mini-hide=” av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=” av_uid=’av-cmxeht’]
GOAL
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Common Method: Geofencing Campus

ALTERNATIVES:

Using addressable geofencing to target individual homes of students to provide support for other communication channels being used regarding COVID-19 updates; also to encourage Summer and Fall registration
Development of custom audience of current students on social media platforms to target information to current students and reinforce organic posts

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[av_heading heading=’Promotion Of Open Houses’ tag=’h3′ link=” link_target=” style=’blockquote modern-quote modern-centered’ size=’24’ subheading_active=’subheading_above’ subheading_size=” margin=” padding=’10’ color=” custom_font=” custom_class=” id=” admin_preview_bg=” av-desktop-hide=” av-medium-hide=” av-small-hide=” av-mini-hide=” av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=” av_uid=’av-al8ky9′]
GOAL
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ALTERNATIVES:

Create virtual Open Houses using Facebook Live or another tool and promote digitally to a lookalike audience who matches characteristics of current students by geofencing individual homes
Utilize optimized audiences interested in education and training and geofencing their homes
Create lookalike audiences in social media who match current student profiles

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[av_heading heading=’Guest Students – Four-Year Colleges & Universities’ tag=’h3′ link=” link_target=” style=’blockquote modern-quote modern-centered’ size=’24’ subheading_active=’subheading_above’ subheading_size=” margin=” padding=’10’ color=” custom_font=” custom_class=” id=” admin_preview_bg=” av-desktop-hide=” av-medium-hide=” av-small-hide=” av-mini-hide=” av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=” av_uid=’av-9eyt01′]
GOAL
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ALTERNATIVES:

Using lists of 2019 and 2018 seniors, select any that are not current students and geofence their individual homes
Target URL’s of university websites to capture students logging onto portals and learning management systems
Target university students (specific college affiliations) via Facebook/ Instagram and Snapchat

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[av_heading heading=’Communication With High School Seniors For Summer & Fall Enrollment’ tag=’h3′ link=” link_target=” style=’blockquote modern-quote modern-centered’ size=’24’ subheading_active=’subheading_above’ subheading_size=” margin=” padding=’10’ color=” custom_font=” custom_class=” id=” admin_preview_bg=” av-desktop-hide=” av-medium-hide=” av-small-hide=” av-mini-hide=” av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=” av_uid=’av-886t6p’]
GOAL
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ALTERNATIVES:

Purchasing the ACT or SAT lists (especially if all students in your high schools have to take them) and geofencing individual homes reaching high school students and parents
Using an audience builder tool, target individual homes with high school students in residence and deliver ads
Target URL’s of websites like FAFSA, Fastweb, scholarship sites, high school websites, etc. to capture high school students
Utilize custom audiences from high school student lists in social media platforms to serve ads (Instagram, Snapchat, and Spotify)
Even though we cannot currently place ads in TikTok, maintain a presence on TikTok with your College account

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[av_heading heading=’Unemployed/ Underemployed Adults’ tag=’h3′ link=” link_target=” style=’blockquote modern-quote modern-centered’ size=’24’ subheading_active=’subheading_above’ subheading_size=” margin=” padding=’10’ color=” custom_font=” custom_class=” id=” admin_preview_bg=” av-desktop-hide=” av-medium-hide=” av-small-hide=” av-mini-hide=” av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=” av_uid=’av-6040bl’]
GOAL
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ALTERNATIVES:

Target URL’s of job search websites (Indeed, Snagajob, Monster, state sites, etc.) and state unemployment websites to capture individuals looking for a new job or having to file for unemployment
Using an audience builder tool, develop a lookalike profile to match current students’ socioeconomic characteristics and target homes and deliver ads to individual homes
Build a lookalike audience based on current students and deliver ads through social media
Note: May be an excellent time to reach the audience who may be frustrated with not having a professional job they could be doing from home

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[av_heading heading=’Program Marketing’ tag=’h3′ link=” link_target=” style=’blockquote modern-quote modern-centered’ size=’24’ subheading_active=’subheading_above’ subheading_size=” margin=” padding=’10’ color=” custom_font=” custom_class=” id=” admin_preview_bg=” av-desktop-hide=” av-medium-hide=” av-small-hide=” av-mini-hide=” av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=” av_uid=’av-3tud4x’]
GOAL
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ALTERNATIVES:

Use behavioral targeting to define and deliver to personas most like students currently enrolled in specific programs
Build lookalike audiences on social media based on current students

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[av_heading heading=’Brand/ Awareness’ tag=’h3′ link=” link_target=” style=’blockquote modern-quote modern-centered’ size=’24’ subheading_active=’subheading_above’ subheading_size=” margin=” padding=’10’ color=” custom_font=” custom_class=” id=” admin_preview_bg=” av-desktop-hide=” av-medium-hide=” av-small-hide=” av-mini-hide=” av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=” av_uid=’av-2bocip’]
GOAL
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ALTERNATIVES:

CTV/ OTT ads to an audience based on the socioeconomic characteristics of surrent students—ideal for reaching individuals currently at home streaming on non-cable devices
Using Spotify to reach an audience with similar socioeconomic characteristics of current students
Build a lookalike audience based on current students and deliver ads through social media

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[av_heading heading=’What Are Other Colleges Doing?’ tag=’h3′ link=” link_target=” style=’blockquote modern-quote modern-centered’ size=’30’ subheading_active=’subheading_below’ subheading_size=” margin=” padding=’10’ color=’custom-color-heading’ custom_font=’#ffffff’ custom_class=” id=” admin_preview_bg=” av-desktop-hide=” av-medium-hide=” av-small-hide=” av-mini-hide=” av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=” av_uid=’av-28ge4x’]
EXAMPLES
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