Campaign

Fall Enrollment Campaign

Marketing & Public Information
QUICK GUIDE
Billboards I Radio I Email I Direct Mail I Social I Online
DESCRIPTION : FALL ENROLLMENT 2014
PREPARED FOR : SPC STAFF
PROJECT NO. : 14-0272
DATE : 5/30/2014
CAMPAIGN OVERVIEW
The Fall 2014 enrollment campaign is a multi-faceted approach to reach prospective and current
students. With fall registration opening April 21, campaign messaging has begun and will continue
through the end of summer on billboards, radio, social media, online, direct mail and through
email blasts to prospective and current students. The call to action throughout the campaign is
aimed at getting prospects to start the process of applying at St. Petersburg College or for current
students to register and pay.
+ PROJECT DESCRIPTION
+ PROJECT OBJECTIVE
The ofering of bachelor's degrees in nine diferent areas of study is the main message to
prospects. Through billboards, radio and online promos, residents of both Pinellas and
Hillsborough counties will learn of SPC's four-year degrees and the high-demand felds the degrees
are tailored to. Messaging to current students will be prevalent to aide in retention and enrollment
in the fall term.
Beginning in mid-April, :15 and :30 radio spots have been playing during drive time on Clear
Channel, CBS and COX radio stations. Spots were developed to push the tuition savings of an SPC
education coupled with quality academic programs and a culture that fosters success. Additionally,
radio DJ endorsements on WQYK and WLLD air daily. The spots currently airing can be accessed via
the following links:
General :30 General :15 WQKY Endorsement Spot 1:00
IT Field :30 IT Field :15 WLLD Endorsement Spot 1:00
Healthcare Field :30 Healthcare Field :15
+ ONLINE/SOCIAL MEDIA
Throughout the summer, a series of web and social media posts on Twitter, Facebook and LinkedIn
will push the fall enrollment period. These posts will be developed to create a sense of urgency
with prospective and current students to register for classes or start the enrollment process.
Promoted posts on Facebook and LinkedIn will target a larger audience beyond our subscription
base to increase virality. Promos also will feature SPCs bachelor's degrees.
+ RADIO
+ QUESTIONS? CONTACT US
CAMPAIGN OVERVIEW
+ WEB AND SOCIAL MEDIA POSTS FOR CURRENT STUDENTS
Banner ads appear on the homepage of spollege.edu as well as on MySPC and Angel. Social media
posts appear on Facebook, Twitter, Instagram and Pinterest.
727-341-3274 + MARKETING & PUBLIC INFORMATION
CAMPAIGN OVERVIEW
+ WEB BANNERS FOR PROSPECTIVE STUDENTS
Banner ads appear on the homepage of spollege.edu as well as on MySPC and Angel. Social media
posts appear on Facebook, Twitter, Instagram and Pinterest.
+ QUESTIONS? CONTACT US
CAMPAIGN OVERVIEW
+ OUTDOOR ADVERTISEMENT
In mid-May, Pinellas and Hillsborough County residents will begin seeing billboards on digital and
poster-sized displays featuring SPC students in four, high-demand bachelor degree programs.
These align with programmatic opportunities for fall as identifed by the Institutional Research and
Efectiveness team.
727-341-3274 + MARKETING & PUBLIC INFORMATION
CAMPAIGN OVERVIEW
+ OUTDOOR ADVERTISEMENT
BILLBOARDS CONTINUED
POSTER BILLBOARDS
+ QUESTIONS? CONTACT US
POSTER BILLBOARDS
CAMPAIGN OVERVIEW
In early April, currently enrolled students received direct mail postcards notifying them of their
date to register for fall classes. Early registration dates were ofered to students based on their
classifcation.
+ DIRECT MAIL TO CURRENT STUDENTS
Get the perfect
class schedule.
Register for the
fall term early.
FIRST LAST
ADDRESS
ADDRESS 2
CITY STATE ZIP
iiiiiiiii
cont_id gpd_id**************AUTO**endorse
0000
ENROLLMENT SERVICES ST PETERSBURGCOLLEGE
PO BOX 13489
ST PETERSBURGFL 33733-3489
14-0183-03_1
Fall registration starts April 21
Registering online for classes is easy.
My Learning Plan will help you:
Build a schedule
View classes that youve completed
View outstanding graduation requirements
Guarantee your perfect schedule
SPC has guaranteed scheduling so no class will be canceled
once it is posted. View fall course schedule today and start
planning your perfect schedule!
www.spcollege.edu/fall14
Need help? Call 727-341-4772
Register online
NONPROFIT ORGANIZATION
US POSTAGE PAID
ST PETERSBURG COLLEGE
In mid-May, students who have attended SPC in the past but have not enrolled in recent semesters
received a postcard encouraging them to return to SPC for the summer or fall semester. The
message to these students focused on a network of support available to help them fnish what they
started and earn a degree.
+ DIRECT MAIL FOR NOT RECENTLY ENROLLED STUDENTS
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Register today
ST PETERSBURG COLLEGE
PO BOX 13489
ST PETERSBURG FL 33733-3489
Contact us today
at 727-302-6454
or spcollege.edu/enroll
to see how we can help you
fnish your degree.
We know that life
can get in the way
of fnishing your
degree.
Thats why we have so
many resources to help
you get back on track.
Second Summer 8-week classes start June 2
Fall classes start Aug. 18
14-0274-05
FIRST LAST
TITLE
COMPANY
ADDRESS
ADDRESS2
CITY STATE ZIP

cont_id gpd_id**************AUTO**endorse
0000
NONPROFIT ORGANIZATION
US POSTAGE PAID
ST PETERSBURG COLLEGE
727-341-3274 + MARKETING & PUBLIC INFORMATION
+ DIRECT MAIL TO PAST ASSOCIATE GRADUATES
CAMPAIGN OVERVIEW
The prospects who receive this postcard have applied to St. Petersburg College but have yet to
enroll for classes and selected fall 2014 as a preferred start date. Each recipient will be sent contact
information and a greeting from a dedicated pre-admissions advisor.
Associate degree graduates of the past four terms will receive this postcard informing them of the
more than 20 bachelor's degrees available to help them advance in their careers. Next steps will be
listed to get started in a bachelor's program at SPC.
Hi, First name!
Nice to meet you.
My name is Brad Clark
and Im here to help you.
PRE-ADMISSIONS ST PETERSBURGCOLLEGE
PO BOX 13489
ST PETERSBURGFL 33733-3489
14-0268-05
FIRST LAST
ADDRESS
ADDRESS2
CITY, ST ZIP
cont_id gpb_id**************AUTO**endorse
0000
NONPROFIT ORGANIZATION
US POSTAGE PAID
ST PETERSBURG COLLEGE

Clark.Brad@spcollege.edu
727-341-3400
spcollege.edu/apply
+ DIRECT MAIL TO APPLIED BUT NOT ENROLLED STUDENTS
+ QUESTIONS? CONTACT US
CAMPAIGN OVERVIEW
+ DIRECT MAIL TO PROSPECTIVE STUDENTS
Prospects of the past 12 months will receive a postcard tailored to their selected area of interest
informing them of the diferent bachelor's degrees ofered.
727-341-3274 + MARKETING & PUBLIC INFORMATION
CAMPAIGN OVERVIEW
+ DIRECT MAIL TO PROSPECTIVE STUDENTS
POSTCARDS CONTINUED
+ QUESTIONS? CONTACT US
CAMPAIGN OVERVIEW
+ DIRECT MAIL TO PROSPECTIVE STUDENTS
POSTCARDS CONTINUED
727-341-3274 + MARKETING & PUBLIC INFORMATION
+ EMAIL TO CURRENT STUDENTS
In early April, every currently
enrolled student received an email
notifying them of their priority
date to register for fall classes.
Early registration dates were
ofered to students based on
their classifcation. An emphasis
in the message was placed on
fexible options for students
to immediately pay for their
classes. Additionally, step-by-
step instructions were provided
for students to register through
MySPC.
@
+ QUESTIONS? CONTACT US
+ EMAIL TO CURRENT STUDENTS
As the universal due date
approaches, a series of
communications will be sent
to students who have yet to
pay for classes informing them
of the potential of losing their
seat in classes if payment is not
received by the universal due date.
Information on the interest-free
payment plan as well as other
fexible payment options will be
featured prominently in the email.
@
727-341-3274 + MARKETING & PUBLIC INFORMATION
CAMPAIGN OVERVIEW
As the universal due date approaches, a series of communications will be sent to students who
have yet to pay for classes informing them of interest-free payment plans available as well as other
fexible payment options.
+ EMAIL TO CURRENT STUDENTS
@
+ QUESTIONS? CONTACT US
CAMPAIGN OVERVIEW
An email blast will be sent to
prospects who've applied to
St. Petersburg College but not
yet enrolled for classes and
selected Fall 2014 as a preferred
start date. Each recipient will be
sent contact information and
a greeting from a dedicated
recruiter. The list of prospects
will be divided among seven SPC
pre-admissions advisors.
+ EMAIL TO APPLIED BUT NOT ENROLLED STUDENTS
@
727-341-3274 + MARKETING & PUBLIC INFORMATION
+ EMAIL TO APPLIED BUT NOT ENROLLED
An email blast will be sent to
prospects who've applied to St.
Petersburg College but not yet
to enrolled for classes. The email
will take prospects to a landing
page where they can fll out a
brief survey on what's keeping
them from registering. The data
collected will allow pre-admissions
advisors to make contact with
them and ofer guidance based
on what's keeping them from
registering.
@
+ QUESTIONS? CONTACT US
CAMPAIGN OVERVIEW
+ EMAIL TO PROSPECTIVE STUDENTS
Prospects of the past 12 months will
receive an email tailored to their
selected area of interest informing
them of the diferent bachelor's
degrees ofered.
@
727-341-3274 + MARKETING & PUBLIC INFORMATION
Associates degree graduates of the
past four terms will receive an email
informing them of the more than 20
bachelor's degrees available to help
them advance in their careers. Next
steps will be listed to get started in
a bachelor's program at SPC.
CAMPAIGN OVERVIEW
+ EMAIL TO PROSPECTIVE STUDENTS
@
+ QUESTIONS? CONTACT US
FALL ENROLLMENT PUSH
+ CAMPUS MATERIALS
Several promotional items are available to assist campuses with promoting the upcoming fall term. The
materials shown below will be sent to each campus provosts ofce for distribution to staf, faculty and
students.
YARD SIGNS
1 3/4 BUTTONS
DOOR HANGERS
727-341-3274 + MARKETING & PUBLIC INFORMATION