Marketing Report
January 2016
Introduction
• The following data is gathered from
inquiry calls/visits, contact forms,
applications, and SSRS reports.
• Recruitment activities, purchased
media, website traffic, and other
promotional and marketing efforts
help drive students to our website and
other points of contact.
• Information is used to track what
kinds of advertising prompts action for
various audiences.
Traditional Admissions
Recruitment Events
During the month of January 2016, traditional admissions representatives prepared for and
led the second visitation day for Fall 2016 new freshmen and their parents. Over 100
students and their parents attended. The agenda included information sessions about
admissions and financial aid, an academic fair, meetings with athletic coaches, and campus
tours. It was a great day of cooperation on the part of all areas of the University.
Church night, which was held at the end of January to encourage OFWB and other churches
to bring their youth to UMO, brought an arena full of fans to the UMO basketball games
which were televised nationally.
The Make a Wish Foundation also granted a wish that evening. It was a great night for
recruiting new students, with cooperation with athletic, admissions and other divisions of
the University.
Cappex Outreach to
Traditional Students
The Cappex campaign, which is an outreach online program
that messages traditional students to introduce them to
UMO, reached out to over 122,700 new prospects in January
2016. During this month, 225 prospects became inquiries to
UMO via this messaging format.
1st Time Contacts to Traditional
Admissions: Jan 2016
There were 851 first time contacts made to traditional admissions in January
2016. The majority of these high school students are undecided about a
major, so many (642) are listed as undeclared. The chart below
demonstrates the large categories of academic preferences in the inquiry
pool, excluding the 209 undeclared prospects. CJ, business management,
biology, and psychology had the most mentions.
1st Time Contacts to Trad Admissions by Curriculum Interest
(excluding 642 undecided) January 2016 N = 209
# unique 1st time contacts
30
25
20
15
10
5
0
How Trad Admissions Prospects
Learned about UMO: Jan 2016
There are many ways traditional high school students learn about
UMO. In January 2016, there were 851 unique first time contacts
who learned about UMO via the Cappex website, Ag fest (high school
freshmen just being added to database), word of mouth, college
fairs, billboards, mailed info and various others. At UMO, we track
multiple sources, so the chart below includes all sources mentioned.
1st Time Contact Multiple Sources Trad Admissions: Jan 2016
350
300
250
200
150
100
50
0
Jan 2016 1st Time Traditional
Contacts by Type of
Communication
Traditional high school students made contact with the
Admissions office via application, campus visitation day,
submission of standardized test scores, athletic questionnaires
and email messages. See the chart below for details.
1st Time Contact by Type for Trad Admissions: Jan 2016
0%
1%
1%
3%
4%
Private Campus visits
Image Piece reply
11%
Card recd by ad rep
Email
44%
13%
Transcript recd
Athletic questionnaire
ACT/SAT Score recd
Campus Visit Day
23%
App recd
Nontraditional Recruitment Activities
Admissions representatives and other location staff complete
recruitment activities in their communities to help generate
leads for enrollment. These visits include presentations to
employee groups, table presence at career fairs and expos,
chamber of commerce events, board memberships, community
college transfer fairs and classroom presentations, parades and
festival presence and many others depending on the region of
location. See graph on next page for this activity for January
2016
Nontrad Recruitment
Activities at Locations
Nontrad Recruitment Activities Jan 2016 N = 220
1%
1%
2%
6%
14%
3%
Activity at UMO
Community Relations
4%
Email Blast
Mass Mailing
Dropoff Material
Presentation
Recruiting Visit
Table/Booth
69%
Nontrad Recruitment Activities from
Wilmington Location: Jan 2016
The Wilmington location completed 104
recruitment activities in January. These
activities included 87 drop in visits where
recruitment materials were left. See the
graph for more details.
Recruitment Activities for Jan 2016 at Wilmington N = 104
1% 2% 2% 4%
4%
4%
Activity at UMO
Community Relations
Email Blast
Mass Mailing
Dropoff Material
Presentation
83%
Recruiting Visit
Hobson’s Nontrad Marketing
Program
The Hobson’s nontrad marketing campaign is a
strong tool for recruiting adult students. The
graph below shows the success over time this
program has for generating leads for the
nontraditional programs.
Hobson's Nontrad Leads: Mar 2014 to Jan 2016 N = 2503
250
200
195
162
159
150
140
100
73 73
87
76
88
135
132
133
119 112 125
130
111
96
84 89
57 60
50
67
Jan-16
Dec-15
Nov-15
Oct-15
Sep-15
Aug-15
Jul-15
Jun-15
May-15
Apr-15
Feb-15
Mar-15
Jan-15
Dec-14
Nov-14
Oct-14
Sep-14
Aug-14
Jul-14
Jun-14
May-14
Apr-14
Mar-14
0
1st Time Contacts to Nontrad Locations
by Curriculum Interest: Jan 2016
There were 442 first time contacts to the nontrad
locations in December, with the greatest interest being
in early childhood, healthcare management, criminal
justice and business management.
1st Time Contacts to All Nontrad Locations by Curriculum
Interest: January 2016 N = 442
90
# unique 1st time contacts
80
70
60
50
40
30
20
10
0
Top Information Sources for
Nontraditional Prospects:
Evening College
There were 114 unique 1st time contacts to Evening College in
January 2016, with the majority coming from Hobson’s Nontrad
as the source of information. We track multiple source mentions.
Prospects made contact via the online application for the most part.
Multiple Source Info from Evening College for 1st
Time Contacts: January 2016
60
50
40
30
20
10
0
source type
Source Information for
Jacksonville: Jan 2016
The Jacksonville location received multiple source contacts with
Hobson’s Nontrad being the greatest source mention. The most
frequently used form of contact was the online application.
Billboard, 2
RADIO, 4
Hobson's Nontrad,
18
Other/Unknown, 10
WOM, 10
JAX 1ST TIME CONTACT MULTIPLE SOURCES INFO: JAN 2016
Source Info for New Bern
Programs: Jan 2016
Source information for the New Bern location in January
included word of mouth, TV, radio as well as other sources.
Billboard, 2
RADIO
,4
Hobson's
Nontrad, 18
Other/Unknown, 10
WOM, 10
JAX 1ST TIME CONTACT MULTIPLE SOURCES INFO: JAN 2016
Source Info for 1st Time Contacts to
Online Programs: Jan 2016
Online program prospects got their information from
radio, TV ads, billboards and other sources. The most
often used contact method was the online application.
HOBSON'S
NONTRAD, 1
COL FDTN, 1
MAIL, 1
BILLBD, 4
TV AD, 4
WOM, 20
RADIO, 7
OTHER/UNKNOW
N, 16
Source Info for 1st Time Contacts
to RTP: Jan 2016
RTP 1st time contacts got their info about UMO via
Hobson’s nontrad, TV and radio ads and admissions
presentations. The most often used method of first
time contact was the online application.
CAREER
PANDORA, 1
TV, 2
RAIR/EXPO, 1
ADMISSIONS
PRESENTATION, 5
RADIO, 8
OTHER/UNKNOW
N, 10
HOBSON'S
NONTRAD, 51
WOM, 12
RTP 1ST TIME CONTACT MULTIPLE SOURCE MENTIONS: JAN 2016
Source Info to SJ Location: Jan 2016
The Seymour Johnson AFB location
receives a lot of walk in traffic, and word
of mouth is a strong source of info also.
OTHER/UNKNO
WN, 6
WOM, 12
SJ 1ST TIME CONTACT MULTIPLE SOURCE MENTIONS: JAN 2016
Sources of Info for 1st Time Contacts
to Washington: Jan 2016
The Washington location received the most of its first time
contacts via WOM, Hobson’s and various other sources. The
most prevalent mode of contact was the online application,
followed by email and walk in meetings.
BILLBD, 2
CAREER
FAIR/EXPO, 1
HOBSON'S
NONTRAD, 5
WOM, 14
TV, 3
OTHER/UNOWN,
11
RADIO, 1
WASHINGTON 1ST TIME CONTACTS MULTIPLE SOURCE MENTIONS:JAN 2016
Info Sources of 1st Time Contacts
to Wilmington: Jan 2016
The Wilmington location received 1st time contacts
from many sources: Hobson’s Nontrad was the source
of the greatest number of 1st time contacts.
BILLBD, 3
COWORKER, 1
FRIEND, 1
WOM, 5
RADIO, 9
HOBSON'S
NONRAD, 16
OTHER/UNKNOW
N, 14
Applications to UMO
Locations: January 2016
There were 567 applications to all UMO locations
during January 2016. Traditional admissions received
205, Evening College received 79, RTP received 42, and
Wilmington received 40. The chart below shows the
full distribution.
Applications Received at UMO: Jan 2016 N = 567
250
200
150
100
50
0
Apps Received at Nontrad
Locations: January 2016
The nontrad locations received
261 (46%) of the apps in January.
Apps Received at Nontrad Locations: Jan 2016 N = 261
90
80
# Apps Received
70
60
50
40
30
20
10
0
Series1
Evening
College
Jax
New Bern
RTP
SJ
79
29
16
42
18
Washingto Wilmingto
n
n
37
40
Apps Received for Online
Programs: Jan 2016
Online programs received 101
(18%) of UMO’s apps in January.
Grad Prgm
Virtual, 7
Online Gen
Studies, 21
Online Criminal
Justice, 28
Online Graduate,
25
Online Nursting,
20
Apps Received for Online Programs: Jan 2016 N = 101
Apps to Traditional
Admissions: Jan 2016
The traditional admissions office received 205 online applications in
January 2016. Twenty-eight applicants are interested in education,
and at least 30 are undeclared or UMO does not have their desired
program. Criminal justice was mentioned by 24 applicants, and
business management was noted by 23 applicants. Seventeen
applicants are interested in biology as a major.
24
25
23
19
20
17
14
15
10
9
7
7
5
1
0
23
1
1
2
3
6
4
2
1
9
8
1
2 2
1 1
2 2
3
7
2
1
Traditional Applicant Profile:
January 2016 N = 205
The profile of the January traditional
applicants is similar to profiles in
previous months:
1. Sixty percent (122) are female, 40%
are male;
2. Sixty-one percent (126) plan to be
residential students; and
3. Sixty-eight percent (140) are from
NC, 60 are from out of state and 5
are from out of country.
UMO Phone Calls
There were 273 unique callers to the switchboard and
admissions offices in January 2016.
The majority of the calls (245) came to the receptionists, who
then forwarded them to the appropriate location.
Web Analytics
Traffic to umo.edu via search engines like Google, Yahoo,
Bing and others help visitors to get connected to UMO.
Google continues to drive the most traffic to umo.edu.
The average visit length was just over 2 minutes in January
2016, and the average number of pages visited was 2.
About 1/3 of the visitors were newcomers to the site.
Search Engine Traffic to UMO.EDU March 2014 to Jan 2016
30,000
20,000
Google
15,000
Yahoo
10,000
Bing
Others
5,000
Jan-16
Nov-15
Sep-15
Jul-15
May-15
Mar-15
Jan-15
Nov-14
Sep-14
Jul-14
May-14
0
Mar-14
# visitors
25,000
Calendar Year 2015 review: Nontrad
1st Time Contacts and Applications
While the nontrad recruitment cycle is not an annual one like trad admissions,
the graph below is a snapshot of leads (1st time contacts) to applications for
calendar year 2015 (excludes online programs). The conversion of leads to
applications is a very important piece in the recruitment of students.
For most months, leads and apps follow a similar track, but there are some
deviations. In February 2015 (a short month), apps received were at the lowest
in the year. And in March, they spiked to highest in the year. We will be
watching the Feb-March time frame for 2016 to see if this pattern is repeated.
There were 4,226 1st time contacts received for nontrad locations vs. 3,670
apps received in CY 2015.
Total 1st Time Contacts and Apps Rec'd at
Nontrad Locations: CY 2015
500
400
300
200
100
0
Jan
Feb
Mar
Apr
May
June
1st Time Contacts
July
Aug
Sep
Apps received
Oct
Nov
Dec
The January 2016 marketing information demonstrates that
interest and applications are tracking similarly compared to
January of 2015.
1. The total applications received at all locations in January
2016 slightly exceeded the number received in January
2015 (567 vs. 522).
2. Hobson’s Nontrad marketing campaign continues to be a
strong generator for leads in the nontraditional program.
3. The Cappex marketing program continues to convert
traditional interest to leads and applications.
4. Graduate and online programs have brought more
interest, applications and enrollment to UMO.
5. Recruitment events in both traditional and nontraditional
forms, help to increase name recognition of UMO. January
was a very good month, with national TV, and the launch
of a radio campaign for a nontrad scholarship.
Thanks to Jennifer Merritt,
Georgette Prichard, Ken Davis and
UMO admissions representatives
for their help in compiling the
information for this report. Thanks
to all employees for making UMO
a friendly, caring place for
students and employees.