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Review hot topics that we have presented nationally about changing trends in the community college market. If you missed any of Kathi’s presentations at any of the conferences and would like a copy, please download below.

2017 Presentations

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Missouri Community College Association, Branson, Missouri
November 1-3, 2017

Maximizing Mobile and Digital Techniques


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NCMPR District 4 Regional Conference, Dallas, Texas
October 26, 2017

Maximizing Mobile and Digital Techniques


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NCMPR District 7 Regional Conference, Bend, Oregon
October 18, 2017

Maximizing Mobile and Digital Techniques


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NCMPR District 1 Regional Conference, Philadelphia, Pennsylvania
October 10, 2017

Maximizing Mobile and Digital Techniques


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NCMPR Districts 3 & 5 Regional Conference, Davenport, Iowa
October 3, 2017

Maximizing Mobile and Digital Techniques


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ACCT Leadership Congress, Las Vegas, Nevada
September 27, 2017

Unintended Consequences: Reversing Declining Enrollment


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PRIMA Annual Conference, Wilmington, North Carolina
September 15, 2017

How Not To Be A Marketing Dinosaur


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TACCM Annual Conference, Austin, Texas
June 20, 2017

Generations X, Y and Z: What Do They All Mean to Marketers?


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CCPRO Annual Conference, Anaheim, California
April 21, 2017

Beyond Geofencing: Beacons, the Newest Trend in Mobile Marketing


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NCMPR National, Charleston, South Carolina
March 28, 2017

Best Practices for Mobile Phone Advertising


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NCMPR National, Charleston, South Carolina
March 29, 2017

How to Avoid Becoming a Marketing Dinosaur 

2016 Presentations

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Fall 2016 NCMPR District 1, Newport, RI

Mobile Phone Advertising – What a Marketing Director Needs to Know Before Starting Campaigns

This session pairs savvy marketing directors who have been using mobile phone advertising as a key part of their colleges’ successful marketing
programs and an industry expert that has analyzed dozens of community college mobile phone campaigns. Learn from the marketing directors:
• What marketing directors need to know to set up mobile campaigns and questions to ask vendors to ensure that you get the best representation
• What has been working and not working with various audiences for them in mobile campaigns – what audiences are responding the best
• What you should expect for campaign results – what is realistic for click through rates (CTR) and conversions for various community college
audiences – and what you should expect for reports from your vendors
The marketing directors will share their experiences with mobile campaigns to help illustrate the best practices in using mobile, and participants will
be engaged using their own mobile phones in parts of the presentation.

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Fall 2016 NCMPR District 4, Santa Fe, NM

What Every Marketing Director Should Know

This session pairs a savvy marketing director who has been using mobile phone advertising as a key part of her college’s successful marketing
programs and an industry expert that has analyzed dozens of community college mobile phone campaigns. Learn:
• What marketing directors need to know to set up mobile campaigns and questions to ask vendors to ensure that you get the best representation
• What has been working and not working with various audiences in mobile campaigns – what audiences are responding the best
• What you should expect for campaign results – what is realistic for click through rates (CTR) and conversions for various community college
audiences – and what you should expect for reports from your vendors
The marketing director will share her experiences with mobile campaigns to help illustrate the best practices in using mobile, and participants will
be engaged using their own mobile phones in parts of the presentation.

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Fall 2016 NCMPR District 2, Pensacola Beach, FL

Session A: Geo-fencing & Beyond

Learn how geo-fencing and the next generation of targeted digital ads can help improve and expand your messaging to selected audiences.

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Fall 2016 NCMPR District 3, Ann Arbor, MI

Build A Marketing Plan In A Day (or Two)

For marketing directors to do their very best jobs, they should have a marketing plan. And that marketing plan should flow from the College’s strategic plan, strategic enrollment management plan, and recruiting plan. But in many of today’s community colleges, there may not be an enrollment or recruiting plan, and everyone at the college is doing their own thing. It is very difficult for a marketing director to develop a marketing plan for the college in any area other than branding if the enrollment services department has not developed enrollment targets.

So what to do? This roundtable will present a strategy for developing a written marketing plan based on the current activities of the marketing department that will allow for ROI measurement of the department’s activities – a written plan can be presented to the college’s leadership. A template will be provided that will jump start the development of the marketing plan. This session will also will also provide strategies for working with enrollment services to clearly define enrollment targets to inform the marketing plan, creating a win-win situation for all!

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Fall 2016 NCMPR District 3, Ann Arbor, MI

Achieving Positive Enrollment: Best Practices Driving Colleges Whose Enrollments Are Up!

Five years ago, community colleges were enjoying record enrollments, but in the last few years enrollments have been in a freefall, with many community colleges seeing losses of more than 15 percent. Today, simply being able to maintain last year’s enrollment is the goal for community colleges. But there are community colleges that have continued to increase enrollments while the majority of colleges are down. What do these community colleges have in common? What makes them different? What are the strategies they are using to maintain steady growth rates of 2 percent to 5 percent each year? This session will showcase two community colleges on opposite coasts of the United States and explore the methods they are using to continue to increase enrollments. Marketing directors should take away strategies that can be implemented in their own colleges to stop the enrollment slide.

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Fall 2016 NCMPR District 3, Ann Arbor, MI

Mobile Phone Advertising – What A Marketing Director Needs To Know Before Starting Campaigns!

The question every savvy marketing director is asking is “How can I maximize the use of mobile phone advertising as a part of my
marketing campaign? What do I need to know?”
This session pairs savvy marketing directors who have been using mobile phone advertising as a key part of their colleges’ successful
marketing programs and an industry expert that has analyzed dozens of community college mobile phone campaigns. Learn from the
marketing directors:
• What marketing directors need to know to set up mobile campaigns and questions to ask vendors to ensure that you get the best
representation
• What has been working and not working with various audiences for them in mobile campaigns – what audiences are responding the
best
• What you should expect for campaign results – what is realistic for click through rates (CTR) and conversions for various community
college audiences – and what you should expect for reports from your vendors
The marketing directors will share their experiences with mobile campaigns to help illustrate the best practices in using mobile, and
participants will be engaged using their own mobile phones in parts of the presentation.

Download

Fall 2016 NCMPR District 5, Kansas City, MO

Mobile Phone Advertising – What A Marketing Director Needs To Know Before Starting Campaigns!

This session pairs savvy marketing directors who have been using mobile phone advertising as a key part of their colleges’ successful marketing programs and an industry expert that has analyzed dozens of community college mobile phone campaigns. Learn from the marketing directors:

• What marketing directors need to know to set up mobile campaigns and questions to ask vendors to ensure that you get the best representation
• What has been working and not working with various audiences for them in mobile campaigns – what audiences are responding the best
• What you should expect for campaign results – what is realistic for click through rates (CTR) and conversions for various community college audiences – and what you should expect for reports from your vendors

The marketing directors will share their experiences with mobile campaigns to help illustrate the best practices in using mobile, and participants will be engaged using their own mobile phones in parts of the presentation.

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TACCM 2016, Corpus Cristi, TX

Reaching An ROI Of 19,000% – Impossible?

Today’s community college students, both current and prospective, are technologically savvy and have a smartphone with them 24/7. This session explored trends in mobile phone usage as it relates to community college marketing and then examined how to advertise on smartphones using geofencing, clustering, and other techniques for targeting audiences; gave examples of how some community colleges are using mobile phone marketing for recruitment, retention and branding; and offered ways to use mobile phone advertising in your own college’s marketing mix and do it cost effectively.

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CCPRO 2016, Santa Rosa, CA

Reaching An ROI Of 19,000% – Impossible? with Mark Posner

Today’s community college students, both current and prospective, are technologically savvy and have a smartphone with them 24/7. This session explored trends in mobile phone usage as it relates to community college marketing and then examined how to advertise on smartphones using geofencing, clustering, and other techniques for targeting audiences; gave examples of how some community colleges are using mobile phone marketing for recruitment, retention and branding; and offered ways to use mobile phone advertising in your own college’s marketing mix and do it cost effectively.

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NCMPR 2016, St. Louis MO – Roundtable

Creating a Marketing Plan in a Day – Or Two!

For marketing directors to do their very best jobs, they should have a marketing plan. And that marketing plan should flow from the College’s strategic plan, strategic enrollment management plan, and recruiting plan. But in many of today’s community colleges, there may not be an enrollment or recruiting plan, and everyone is doing their own thing. It is very difficult for a marketing director to develop a marketing plan for the College in any area other than branding if the Enrollment Services Department has not developed enrollment targets. So what to do? This roundtable presented a strategy for developing a written marketing plan based on the current activities of the Marketing Department that will allow for ROI measurement of the Department’s activities – a written plan that can be presented to the College’s leadership. This session also provided strategies for working with Enrollment Services to clearly define enrollment targets to inform the marketing plan, creating a win-win situation for all!

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Download our marketing plan template here!

Creating a Marketing Plan in a Day – Or Two!

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NCMPR 2016, St. Louis MO – Breakout Session

Marketing in Their Hands

Today’s community college students, both current and prospective, are technologically savvy and have a smartphone with them 24/7. This session explored trends in mobile phone usage as it relates to community college marketing and then examined how to advertise on smartphones using geofencing, clustering, and other techniques for targeting audiences; gave examples of how some community colleges are using mobile phone marketing for recruitment, retention and branding; and offered ways to use mobile phone advertising in your own college’s marketing mix and do it cost effectively.

2015 Presentations

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NCMPR District 3, Fort Wayne, IN
Using Smartphones For Recruitment And Marketing

Today’s potential community college students are technologically savvy and are increasingly using mobile technology (data and communications) to connect with potential colleges. This session explored the trends in mobile usage as it relates to community college marketing, specifically examining:
• Profiles of smartphone users
• Smartphone use of community college students, and potential community college students
• The need for community colleges to have mobile websites and mobile friendly landing pages
• How to utilize mobile marketing and advertising in the College’s marketing mix and actually advertise on smartphones
Smartphones are providing new channels for community colleges to more closely connect with potential students and current students through integrated technology and mobile communications. This session focused on how Marketing Directors should be changing their advertising mix to more closely align with the way potential students are using mobile applications.

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NCMPR District 4, Galveston, TX
Using Smartphones For Recruitment And Marketing

Today’s potential community college students are technologically savvy and are increasingly using mobile technology (data and communications) to connect with potential colleges. This session explored the trends in mobile usage as it relates to community college marketing, specifically examining:
• Profiles of smartphone users
• Smartphone use of community college students, and potential community college students
• The need for community colleges to have mobile websites and mobile friendly landing pages
• How to utilize mobile marketing and advertising in the College’s marketing mix and actually advertise on smartphones
Smartphones are providing new channels for community colleges to more closely connect with potential students and current students through integrated technology and mobile communications. This session focused on how Marketing Directors should be changing their advertising mix to more closely align with the way potential students are using mobile applications.

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NCMPR District 2, Biloxi, MS
Using Smartphones For Recruitment And Marketing

Today’s potential community college students are technologically savvy and are increasingly using mobile technology (data and communications) to connect with potential colleges. This session explored the trends in mobile usage as it relates to community college marketing, specifically examining:
• Profiles of smartphone users
• Smartphone use of community college students, and potential community college students
• The need for community colleges to have mobile websites and mobile friendly landing pages
• How to utilize mobile marketing and advertising in the College’s marketing mix and actually advertise on smartphones
Smartphones are providing new channels for community colleges to more closely connect with potential students and current students through integrated technology and mobile communications. This session focused on how Marketing Directors should be changing their advertising mix to more closely align with the way potential students are using mobile applications.

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NCMPR Districts 6 & 7, Las Vegas, NV
Using Smartphones For Recruitment And Marketing

Today’s potential community college students are technologically savvy and are increasingly using mobile technology (data and communications) to connect with potential colleges. This session explored the trends in mobile usage as it relates to community college marketing, specifically examining:
• Profiles of smartphone users
• Smartphone use of community college students, and potential community college students
• The need for community colleges to have mobile websites and mobile friendly landing pages
• How to utilize mobile marketing and advertising in the College’s marketing mix and actually advertise on smartphones
Smartphones are providing new channels for community colleges to more closely connect with potential students and current students through integrated technology and mobile communications. This session focused on how Marketing Directors should be changing their advertising mix to more closely align with the way potential students are using mobile applications.

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NCMPR District 5, Lincoln, NE
Using Smartphones For Recruitment And Marketing

Today’s potential community college students are technologically savvy and are increasingly using mobile technology (data and communications) to connect with potential colleges. This session explored the trends in mobile usage as it relates to community college marketing, specifically examining:
• Profiles of smartphone users
• Smartphone use of community college students, and potential community college students
• The need for community colleges to have mobile websites and mobile friendly landing pages
• How to utilize mobile marketing and advertising in the College’s marketing mix and actually advertise on smartphones
Smartphones are providing new channels for community colleges to more closely connect with potential students and current students through integrated technology and mobile communications. This session focused on how Marketing Directors should be changing their advertising mix to more closely align with the way potential students are using mobile applications.

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Texas Association of Community College Marketers (TACCM)

Using Smartphones For Recruitment And Marketing

Today’s potential community college students are technologically savvy and are increasingly using mobile technology (data and communications) to connect with potential colleges. This session explored the trends in mobile usage as it relates to community college marketing, specifically examining:
• Profiles of smartphone users
• Smartphone use of community college students, and potential community college students
• The need for community colleges to have mobile websites and mobile friendly landing pages
• How to utilize mobile marketing and advertising in the College’s marketing mix and actually advertise on smartphones
Smartphones are providing new channels for community colleges to more closely connect with potential students and current students through integrated technology and mobile communications. This session focused on how Marketing Directors should be changing their advertising mix to more closely align with the way potential students are using mobile applications.

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2015 NCMPR National Conference

 Using Smartphones For Recruitment And Marketing

Today’s potential community college students are technologically savvy and are increasingly using mobile technology (data and communications) to connect with potential colleges. This session explored the trends in mobile usage as it relates to community college marketing, specifically examining:

  • Profiles of smartphone users

  • Smartphone use of community college students, and potential community college students
  • The need for community colleges to have mobile websites and mobile friendly landing pages
  • How to utilize mobile marketing and advertising in the College’s marketing mix and actually advertise on smartphones

Smartphones are providing new channels for community colleges to more closely connect with potential students and current students through integrated technology and mobile communications. This session focused on how Marketing Directors should be changing their advertising mix to more closely align with the way potential students are using mobile applications.

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2015 NCMPR National Conference

 Exhibitors’ Roundtable

2014 Presentations

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NCMPR District Conferences.

 Exploring Mobile Marketing

Today’s potential community college students are technologically savvy and are increasingly using mobile technology (data and communications) to connect with potential colleges. Smartphones are providing new channels for community colleges to more closely connect with potential students and current students through integrated technology and mobile communications. This session explored the trends in mobile usage as it relates to community college marketing and how Marketing Directors should be changing their advertising mix to more closely align with the way potential students are using mobile applications, specifically examining:

  • Profiles of smartphone users
  • Smartphone use of community college students and potential community college students
  • The need for community colleges to have mobile websites and mobile friendly landing pages
  • How to utilize mobile marketing and advertising in the College’s marketing mix and actually advertise on smartphones
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    American Association of Community Colleges (AACC), Washington D.C.
     Targeting Segments For Success: Both Institutional And Student Success
    with Tim Wynes, President of Inver Hills Community College (MN); Cheryl Roberts, President of Chemeketa Community College (OR); and Joanne Truesdell, President of Clackamas Community College (OR)

    Community colleges are in a chaotic time, with enrollments dropping, accountability increasing, and unprepared students. In this session, participants explored the question, can a community college maximize institutional and student success? They learned to utilize metrics defined in voluntary  framework of accountability (vfa) to segment their market, identify market opportunities, and create targeted programs for those defined segments. They also learned first-hand experiences from three colleges who defied the market conditions and increased enrollments.

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    CCPRO 2014, Santa Cruz, CA

    Explore Mobile Marketing

    This session explored the impact of cell phones and smartphones on a college’s marketing strategies. Participants examined trends in:

    • Smartphone user profiles
    • Smartphone use of our students
    • Need for mobile websites
    • Mobile marketing and advertising

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    Advancement Affinity, Toms River, NJ

    Students’ Media Preferences
    The session explored today’s increasingly complex media landscape for the lifecycle of the student as well as the impact of cellphones and smartphones on media usage.
    Participants examined trends in:
    • Obtaining  News
    • Social Media
    • Listening To Music
    • Watching Television/ Videos

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    NCMPR National Conference, New Orleans, LA

    Mobile Surveys: Capturing Insights Out of the Hands of Students

    In 2014 and beyond, data and research are key to developing content. And the more we know about our current students, the better our insight into potential students. But as response rates to all methods of surveys decline, it is critical to provide engaging, well written surveys through methods that reflect changing communications patterns. Our students and potential students have gone mobile. The vast majority of our students and potential students own a mobile phone, a majority with Internet access. As more of our markets use smartphones, communications patterns will change. The result of these trends is that mobile surveys is and will be a key way of collecting real-time data from current and future students. The goal of this session is to explore the use of mobile phone surveys to provide marketing directors a real-time research advantage for refining their communications and content. In this session, participants:

    • Explored the do’s and don’ts of mobile survey design
    • Learned the mechanics of utilizing mobile surveys
    • Understood how mobile surveys can be used with student and applicants to provide real-time marketing information to craft marketing messages
    • Participated in a mobile survey during the session and experiencde the real-time analysis of the survey

2013 Presentations

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NCMPR District 3, Columbus, OH

Mobile Surveys: Capturing Insights Out of the Hands of Students

In 2013 and beyond, data and research are key to developing content. And the more we know about our current students, the better our insight into potential students. But as response rates to all methods of surveys decline, it is critical to provide engaging, well written surveys through methods that reflect changing communications patterns. Our students and potential students have gone mobile. The vast majority of our students and potential students own a mobile phone, a majority with Internet access. As more of our markets use smartphones, communications patterns will change. The result of these trends is that mobile surveys is and will be a key way of collecting real-time data from current and future students. The goal of this session is to explore the use of mobile phone surveys to provide marketing directors a real-time research advantage for refining their communications and content. In this session, participants:

• Explored the do’s and don’ts of mobile survey design
• Learned the mechanics of utilizing mobile surveys
• Understood how mobile surveys can be used with student and applicants to provide real-time marketing information to craft marketing messages
• Participated in a mobile survey during the session and experienced the real-time analysis of the survey

Download

NCMPR District 7, Coeur d’Alene, ID

Mobile Surveys: Capturing Insights Out of the Hands of Students

In 2013 and beyond, data and research are key to developing content. And the more we know about our current students, the better our insight into potential students. But as response rates to all methods of surveys decline, it is critical to provide engaging, well written surveys through methods that reflect changing communications patterns. Our students and potential students have gone mobile. The vast majority of our students and potential students own a mobile phone, a majority with Internet access. As more of our markets use smartphones, communications patterns will change. The result of these trends is that mobile surveys is and will be a key way of collecting real-time data from current and future students. The goal of this session is to explore the use of mobile phone surveys to provide marketing directors a real-time research advantage for refining their communications and content. In this session, participants:

• Explored the do’s and don’ts of mobile survey design
• Learned the mechanics of utilizing mobile surveys
• Understood how mobile surveys can be used with student and applicants to provide real-time marketing information to craft marketing messages
• Participated in a mobile survey during the session and experienced the real-time analysis of the survey

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Changing Your Enrollment Picture: “Give Me Three Percent”

Opportunities to beat enrollment declines when your president says, “I need three percent!”

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NCMPR District 1, Mystic, CT

Mobile Surveys: Capturing Insights Out of the Hands of Students

In 2013 and beyond, data and research are key to developing content. And the more we know about our current students, the better our insight into potential students. But as response rates to all methods of surveys decline, it is critical to provide engaging, well written surveys through methods that reflect changing communications patterns. Our students and potential students have gone mobile. The vast majority of our students and potential students own a mobile phone, a majority with Internet access. As more of our markets use smartphones, communications patterns will change. The result of these trends is that mobile surveys is and will be a key way of collecting real-time data from current and future students. The goal of this session was to explore the use of mobile phone surveys to provide marketing directors a real-time research advantage for refining their communications and content. In this session, participants:

• Explored the do’s and don’ts of mobile survey design
• Explained the mechanics of utilizing mobile surveys
• Discussed how mobile surveys can be used with student and applicants to provide real-time marketing information to craft marketing messages
• Participated in a mobile survey during the session and experienced the real-time analysis of the survey

Download

NCSD Conference, Tampa, FL

Revamping Student Affairs For The Future To Improve The Student Experience with Kenneth Ray, Ph.D., Vice-President Student Services, Hillsborough Community College

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NCMPR District 4, Lubbock, TX

Mobile Surveys: Capturing Insights Out of the Hands of Students

In 2013 and beyond, data and research are key to developing content. And the more we know about our current students, the better our insight into potential students. But as response rates to all methods of surveys decline, it is critical to provide engaging, well written surveys through methods that reflect changing communications patterns. Our students and potential students have gone mobile. The vast majority of our students and potential students own a mobile phone, a majority with Internet access. As more of our markets use smartphones, communications patterns will change. The result of these trends is that mobile surveys is and will be a key way of collecting real-time data from current and future students. The goal of this session was to explore the use of mobile phone surveys to provide marketing directors a real-time research advantage for refining their communications and content. In this session, participants:

• Explored the do’s and don’ts of mobile survey design
• Explained the mechanics of utilizing mobile surveys
• Discussed how mobile surveys can be used with student and applicants to provide real-time marketing information to craft marketing messages
• Participated in a mobile survey during the session and experienced the real-time analysis of the survey

Download

NCMPR District 6, Tempe, AZ

Mobile Surveys: Capturing Insights Out of the Hands of Students

In 2013 and beyond, data and research are key to developing content. And the more we know about our current students, the better our insight into potential students. But as response rates to all methods of surveys decline, it is critical to provide engaging, well written surveys through methods that reflect changing communications patterns. Our students and potential students have gone mobile. The vast majority of our students and potential students own a mobile phone, a majority with Internet access. As more of our markets use smartphones, communications patterns will change. The result of these trends is that mobile surveys is and will be a key way of collecting real-time data from current and future students. The goal of this session was to explore the use of mobile phone surveys to provide marketing directors a real-time research advantage for refining their communications and content. In this session, participants:

• Explored the do’s and don’ts of mobile survey design
• Explained the mechanics of utilizing mobile surveys
• Discussed how mobile surveys can be used with student and applicants to provide real-time marketing information to craft marketing messages
• Participated in a mobile survey during the session and experienced the real-time analysis of the survey

Download

NCMPR District 5, Minneapolis, MN

Mobile Surveys: Capturing Insights Out of the Hands of Students

In 2013 and beyond, data and research are key to developing content. And the more we know about our current students, the better our insight into potential students. But as response rates to all methods of surveys decline, it is critical to provide engaging, well written surveys through methods that reflect changing communications patterns. Our students and potential students have gone mobile. The vast majority of our students and potential students own a mobile phone, a majority with Internet access. As more of our markets use smartphones, communications patterns will change. The result of these trends is that mobile surveys is and will be a key way of collecting real-time data from current and future students. The goal of this session is to explore the use of mobile phone surveys to provide marketing directors a real-time research advantage for refining their communications and content. In this session, we will:

• Explore the do’s and don’ts of mobile survey design
• Explain the mechanics of utilizing mobile surveys
• Understand how mobile surveys can be used with student and applicants to provide real-time marketing information to craft marketing messages
• Participate in a mobile survey during the session and experience the real-time analysis of the survey

Download

CCPRO Conference, Santa Ana, CA

What Every President’s Marketing Officer Should Be Sharing: Marketing Metrics And Marketing’s ROI with Clarence Brown, Director of Marketing and Public Affairs, Mt. San Antonio College

Community colleges are facing increased scrutiny from the public for every public dollar spent.  Subsequently, presidents must to be able to justify and prove in some cases, their marketing budgets  Chief marketing officers are being asked to continue to do more with less, justify all marketing dollars spent, prove results, and still communicate effectively with increasingly complex markets – all while remaining competitive and continuing to recruit students. The secret to this balancing act is with data – having it and using it appropriately.   The purpose of this session is to examine the data-driven marketing metrics that community college marketing directors should be using to measure their return on marketing investment and the questions presidents should be asking of their chief marketing directors.

Download

NCMPR National Conference, Chicago, IL

Building a Marketing Plan That Can Be Measured with Robin Duncan, Vice-President of Marketing and Communications, Mt. Wachusett Community College

Community college marketing directors are increasingly being asked to show return on investment (ROI), especially in this tough economic climate in which stakeholders are demanding more accountability. But first, you need to build a marketing plan with objectives that are actually measurable, rather than trying to add in objectives at the back end of the process. This presentation covers the components needed to build a successful marketing plan that will easily lend itself to measurement; the key marketing metrics that every community college marketing director should be using to measure ROI; and how to communicate ROI to constituents, especially your president, executive management team and governing board.

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High School Market Segments: First Choice, Backup, Maybe If, and No Way

Today, many community colleges are filled to the brim with students – but will it last? Nationally, the major increase in enrollments in the community college market has been a result of more high school students choosing to attend their local community college. But with national population forecasts indicating a decline in the number of high school graduates over the next decade, will your community college be able to maintain your current market share among those high school students? This presentation explored the characteristics of the four primary market segments in the high school market:

  • “First Choice” segment that actually chooses your community college as a first choice
  • “Back-Up” segment that chooses your college as the back-up plan to another institution or no college
  • “Maybe, If” segment who will attend – maybe, if they do not get scholarships, if they do not get into their first choices, if …
  • “No Way” segment that will “never” attend a community college – they are too smart and too good

Participants learned how to reach each of these segments with new and innovative marketing strategies and understand the marketing messages and media that will most effectively win them over to your college!

Download

ACCCA Conference in Monterey, CA

What Every President’s Marketing Officer Should Be Sharing: Marketing Metrics And  Marketing’s ROI with Clarence Brown, Director of Marketing and Public Affairs, Mt. San Antonio College

Community colleges are facing increased scrutiny from the public for every public dollar spent.  Subsequently, presidents must be able to justify – and prove in some cases – their marketing budgets. Chief marketing officers are being asked to continue to do more with less, justify all marketing dollars spent, prove results, and still communicate effectively with increasingly complex markets – all while remaining competitive and continuing to recruit students. The secret to this balancing act is data – having it and using it appropriately.   The purpose of this session was to examine the data-driven marketing metrics that community college marketing directors should be using to measure their return on marketing investment and the questions presidents should be asking of their chief marketing directors.