Welcome
Increasing Enrollments
with Social Media
Alison Adair
This session
Case study – how it worked for us
Why social media works
What we are doing now
Strategies to implement
Questions
What is Social Media
What is Social Media
Social - conversation, engagement
Media - instrument used to communicate.
How a social media and emarketing
campaign increased enrollment in a
10-year old program @cstudies by 163%
in 3 months for less than $500!
Project Management
Project Management is one of
Continuing Studies at Western’s
long-standing programs
Project Management
• Offered for 10 years
• Average enrollment 20
• Last time we filled a course
… September 2003
Fall 2010
Capacity
maximum #
students
Registrations
Courses
offered in
Fall Term
Marketing
70
40
2
$4500
Project Management
• There is a demand for Project
Managers
• Increased requests for customized
programs
But enrollment has stalled
How can we increase the
number of registrations
in this program?
Additional
Challenge
Fall 2011
Capacity
maximum #
students
Registrations
Courses
offered in
Fall Term
Marketing
70
40
2
$4500
3
?
+1
No increase
105
+ 35
?
Previous Marketing Strategy
95% Print
• Occasional ads in local business
magazines
• Industry publication
• University newspaper
• 3-page spread in our Course Calendar
How students found
our program
Brochure
Friend or Colleague
Taken a course previously
Web search
Website
Word of mouth
Ad in publication/newspaper
Radio
13%
13%
11%
47%
13%
2%
0
0
60% of our student found our
programs via the internet
Advantages
eMarketing Strategy
•
•
•
•
•
•
•
Global reach
Lower cost
Trackable, measurable results
Personalisation
Openness
Social currency
Improved conversion rates
Disadvantages
eMarketing Strategy
• Time consuming
• Labour intensive
Our eMarketing Strategy
•
•
•
•
Google Ads
eNewsletter
Website
Twitter
Google Ads
•
•
•
•
Customization
Fully control your ad budget
Easily create and edit your ads
See your ads on Google within minutes of
creating them
Google Ads
Keywords
eNewsletter
Meet Jeff
Project Management student
Food and Beverage Manager
Husband
Father of two
Adult Learner
Web
Jeff on our homepage
Web
Twitter
Twitter
Listen
Connect
Share
Twitter
Linking to a story:
It’s been called the recession proof profession. You might think of it as a
skill for the construction or IT industry ...
9-Jun
... or you have heard the term on Celebrity Apprentice.
http://ow.ly/5zPkC
9-Jun
Twitter
To celebrate accomplishments:
Congratulations to Professional Certificate in Project Management graduate
Brandon Ager on his promotion! http://ow.ly/5tjQN
29-Jun
Twitter
To show the programs popularity
After one day of registrations, what are adult learners taking this year? Project
Management, Leadership and Management top the list!
2-Jun
After a month of registrations, what are adult learners taking this year? Project
Management, Leadership and In... http://fb.me/Ng2gj7hX
28-Jun
There are 5 spots left in intro to pm course! http://ow.ly/6iY3M
29-Aug
Intro to Project Management - in class is now full! We have a few spaces left in
the online offering, register soon. http://ow.ly/6iY3M
1-Sep
Twitter
Real World Applications:
Are you responsible for bringing projects in on-time, on-target and on-budget? Seem
impossible? Learn how! http://ow.ly/4XtOy
9-Jun
Your boss pats you on the back and says, “Congratulations! You’re managing this
project.” Now what? http://ow.ly/5VbbF
4-Aug
Twitter
Word of mouth … or should we say the
power of retweet!
Almost done! RT @mona_a_80: I just registered for the 6/7 course for my Project
Management certificate. Business Administration! @cstudies
8-Aug
@aaron_robb The plan is to go get my Project Management Cert. and a few others...
with a more "biz focus".
29-Aug
There 5 spots left in intro to pm course "@amcgowanca The plan is to go get my
Project Management Cert. and a few others"
29-Aug
woot! “@coachg: Yay! Books for have arrived for the Project Management &
business courses :) Woot. Let the learning begin!”
30-Aug
Results
Google Ads
June and July
•833 clicks
•1,847,011 impressions
•Daily budget decreased Aug 1st
eNewsletter
The newsletter went online
July 13, 2011
Views of the eNewsletter
Jul:
Aug:
95
827
Web
Registering online for a
Project Management course
2010
25%
2011
75%
Manually registered 30
students in 2010, but only
26 in 2011!
Twitter
Followers
June 1st
July 1st
August 1st
60
177
231
In three months our emarketing
campaigned has increased our
registrations by 163% and saved
us more than $4,000 in
advertising costs.
We filled two courses
and almost filled the third
Capacity
maximum #
students
Registrations
Courses
offered in
Fall Term
Marketing
Fall 2011
105
103
3
$398.17
Fall 2010
70
40
2
$4500
Difference
+ 35
+ 63
+1
- $4101.83
Why social media works
Connection
Real-time
Social media for business
Gives your brand a voice
Personality
Improve customer service
Loyalty
What are we doing now?
Twitter
Tweet an average of 10 times per day.
Followers increased by 570% this year.
Facebook
Post once or twice a week.
Likes increased by 400% this year.
What are we doing now?
Linkedin
Instructors
Students
Pinterest
Strategies
If you only do two things …
Don’t stop
Campaigns and contests
Increase exposure and followers
Day to day
Builds loyalty and relationships
Photos
Marketers are reporting double the
engagement when they share photos
on their Facebook Pages and Twitter,
instead of text or links.
Photos
You don’t need to hire a professional
Personal – puts a face to your brand
Where we are
To say thanks
To entice
To inform
To celebrate
In our community
The rebrand
?
Questions