5.3 MILLION
PEOPLE REACHED THROUGH DIGITAL AD CAMPAIGNS
27,326
PEOPLE REACHED THROUGH THE BLOG
186,302 PEOPLE REACHED THROUGH THE WEBSITE
4.2 MILLION PEOPLE REACHED THROUGH ORGANIC SOCIAL MEDIA
This year we were able to reach, and even exceed, our goals in many areas despite an unprecedented number of challenges and unexpected projects. We saw increased applications and enrollments overall, and we began the process of implementing new initiatives to help us increase these numbers even more in the years to come, setting a strong foundation for reaching the ambitious goals set for 2023.
We saw improvements in app > admit > enrollment rates across the board following a large marketing push in spring 2022. Those improvements lasted through spring and summer; there were still slight improvements in fall 2022, but it was clear the effects had started to wane. The only metric that didn’t show year-to-year improvement was in enrollments for fall 2022, despite having more applications and admits for fall 2022 than in 2021.
In addition to continuing to provide support for our longtime non-credit programs, we took on new responsibilities and challenges in 2022, including supporting the development of new degree programs and adjusting current systems to streamline processes and promote efficiency.
• Reached more than 1.7 MILLION people with advertising campaigns for non-credit programs
• Completed 1500+ projects related to design work, content production, web edits and more
• Conducted a major redesign and content strategy adjustment for the Lean Institute website
In 2022, the marketing department facilitated communication between faculty, staff, and students through regular newsletters and internal communication efforts. These newsletters were often sent on a weekly, monthly, or quarterly basis.
• Reached 1450+ people with 37 Student Newsletters and informational emails
• Facilitated the transfer of webpages to other OU areas during departmental transitions
• Reached 800+ people with 10 Faculty Communications Colloquia Emails
• Reached 200+ people with 8 Staff Newsletters and 3 Faculty Newsletters
• Partnered with the Office of the Vice President for Research and Partnerships to promote University of Oklahoma research initiatives
• Strengthened partnerships with key departments like OU Online, MarComm, and OU Research
• Coordinated with the OU web team to ensure that PACS news is featured prominently in OU News, making it more widely available to the OU community
In 2022, the college created five new adult degree completion programs to increase access to the University of Oklahoma and make it possible for more adult learners to complete their degrees. These programs were developed in a very short timeframe and required multiple departments to work together in new ways.
FOR MARKETING’S PART, WE:
• Conducted market research to determine student and workforce demand for proposed degree programs
• Worked with the Curriculum Services and OU Online teams to synthesize that market research for use in the application for program approval
• Developed website content in partnership with OU Online
• Created assets for landing pages and advertising campaigns
• Sent a press release in cooperation with OU Online and MarComm
A hallmark of 2022 was the need to reduce costs while continuing to provide extraordinary service to our students and clients. To that end, the marketing team:
• Implemented a new ticketing system to replace the former JIRA system
• Reduced promotional spending with Sooner Sports Properties
• Began the shift to Evoq for our website CMS, transitioning away from the costly OCMS system
• Reduced our subscription levels for services like Shutterstock and Mailchimp.
These efforts are expected to save the department more than $210,000 annually.
