MARKETING & COMMUNICATION

The Office of Marketing & Communication combined Graduate and Online advertising budget lines to increase impressions and conversions to applications.

UNDERGRADUATE AD BUDGET ALLOCATION:

50% paid search, 31% CTV/OTT (digital TV), 9% paid social media, and 9% print.

GRADUATE/ONLINE AD BUDGET ALLOCATION:

27% paid search, 23% CTV/OTT (digital TV), 17% TV, 14% YouTube, 11% radio, 4% paid social media, and 4% programmatic.

New Advertising Campaigns

New advertising campaigns included focus on the Passport to Purpose theme, using student and alumni testimonials sharing their individual paths to success and purpose. Performance metrics slated increased engagement—the highest we’ve seen in the last four years.

Social Media

% 10.2

INCREASE IN CROSS-CHANNEL AUDIENCE

SOCIAL MEDIA % 5.7 INCREASE OF APPLICATIONS THROUGH THE WEBSITE

APPLICATIONS

CSU’s social media cross-channel audience increased by 10.2% in 2022-23. This put us at the 3rd highest growth rate in comparison to our competition. As for the website, MarComm surpassed one of our Wildly Important Goals of increasing applications through the website by 5% for the year—we hit 5.7% year over year! This can be attributed to increased organic reach through the launch of the blog, an improvement with site speed, and increased engagement and click-through from digital ad and social video campaigns.

Overall Success

Overall, Team MarComm succeeded in all areas, having completed the Passport to Purpose printing project, newly branded road signs and campus light pole banners, audits of marketing materials around campus, refreshed enrollment materials, management of the campus TV system, and so much more!