Highbrid Media Case Study For St. Peters College
- 1. St. Peter’s College Case Study Challenges • Past 5-6 years media buys in abundance but no way to gauge where most responses where coming from • School Programs were presented as one in messaging but needed to be separated to decide which programs were most attractive to students • Potential students being lost due to the length of time between prospect showing interest and school responding to prospect (college fairs) • Needed to bridge gap between recruitment and retention
- 2. Objectives Put in Place a metric to measure effectiveness of OOH Campaigns in creating prospects and driving traffic to Open House events. Gauge which discipline within the school was garnering the most attention from prospective students Have the ability to contact any prospective student who showed interest in the school or a specific discipline within 24-48hrs. Bridge the wide gap St. Peter’s had between recruitment and retention
- 3. Campaign Highlights • A Customized SMS platform geared towards building a database of prospective students • 14 Different keywords attached to several types of OOH media and print publications • Keywords specific to different disciplines • Each keyword had a customized reply message that spoke to a specific discipline • Reply message included link to mobile optimized website where prospective student could enter more information • Cloud hosted spreadsheet where prospective students who “opted in” to database information was hosted for easy access by Saint Peter’s undergraduate and graduate admissions staff
- 4. Evaluation • 139 OPT-INS to SMS Database in an 8 month period • Bus Shelters/Mall Ads/ Trade Print Publications generated the most responses and more resources will be dedicated to these mediums moving forward. • Print ads in local news papers generated little to no response use of this medium will be evaluated moving forward • Disciplines in which prospective students showed most interest were: Criminal Justice, Liberal Arts, and Nursing • 20% of students who opted in to database answered qualifying questions when contacted by admission reps • 15% of prospective student’s who opted in to SMS database also gave more information via mobile optimized landing pages. • Office of admissions staff had an average 36 hr turnaround from time prospective student showed interest and the time they were contacted by an admissions rep.
- 6. Client Feedback For the 2011-12 cycle, Saint Peter’s College was seeking a way to develop a metric on how effective our outdoor campaign was in creating prospects and driving potential invitations to campus events. Roughly 30%-40% of our budget is dedicated to bus shelter posters and mass transit advertisement, so it was important to understand who was paying attention to our messages. . After an extensive search, Highbrid Media provided SMS solutions that allow us to target our outdoor marketing approach. Highbrid Media worked very closely with our agency of record to custom craft texting codes and forms that would help connect Saint Peter’s College to those interested prospects at the graduate and undergraduate level. Highbrid’s flexibility to change codes based on performance and their creativity to meet our needs has been much appreciated by my team. - Terence, Vice President for Enrollment Management and Marketing