Spring
2021
THE MARKETING DASHBOARD Spring Registration Recap As we gear up for summer and fall registration beginning April 5, here is a visual recap of the spring registration campaign on multiple media channels. The inspirational hashtag theme recognizes that while life has changed for all of us in the pandemic the tenacity and dreams of our students remain strong. I-95 Outdoor Billboard (#keeplearning)
Spring Registration Postcard (#unstoppable)
Twitter post (#momentum)
Paid Advertising
Digital-First Marketing Strategy
Radio and TV spots aired during open registration weeks November 2, 2020–January 10, 2021 before start of classes January 11.
Spring Paid Advertising Mix
TV & Online Streaming
Radio
Digital
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lbo
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WEBSITE & SOCIAL STATISTICS Website Activity Spring Registration November 2, 2020–January 11, 2021
314,026 Site Visits
Top 10 Pages
Top 10 Social Networks*
1.
1.
Home Page
Facebook 84%
2. Technology Support
2. Twitter 11%
3. Re-Employing Virginians
3. Instagram 2%
4. Class Schedule
4. LinkedIn 1%
5. Programs A-Z
5. Weebly 1%
6. Calendars
6. Instagram Stories 0.5%
7.
7.
6 Easy Steps to Get Started
8. Course Descriptions
YouTube 0.5%
*Identifys the networks and communities where people engage with our content.
9. HR Employment 10. Nursing
Top 5 Locations*
83,045
1.
Richmond 21%
2. Virginia Beach 12% 3. Tuckahoe 8% 4. Mechanicsville 5% 5. Glen Allen 5%
New Site Visitors
*Based on trackable data – users must have location enabled.
Devices
3:08 Duration of Average Visit (in minutes)
Mobile 44%
Desktop 54%
Tablet 2%
Browsers
All others 3% Chrome 47%
Safari 40%
IE 2% Edge 5%
Firefox 3%
Website Redesign COVID-19 has forced us to rethink our traditional marketing techniques and how we present content on the web. We have adopted this new strategy which we are calling Digital-First Marketing. Over the last several months, we have conducted a series of usability tests with our student and staff population to understand better how they engage with our external website. As we begin to think about redesigning our reynolds.edu homepage with a Digital-First mindset, we will use the information we collect from usability tests to inform our site design, content, and web navigation decisions.
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RECRUITMENT SUPPORT Re-Employing Virginians (REV) The Governor’s announcement that Virginia is allocating $30 million in federal Coronavirus Aid, Relief, and Economic Security (CARES) Act dollars, to help Virginians whose employment had been impacted by the COVID-19 crisis, yielded lots of interest for current and future students. Marketing launched reynolds.edu/REV to simplify the messaging of potential tuition coverage for workforce training in high-demand fields. The new Re-Employing Virginians (REV) initiative offers one-time grants to eligible individuals who enroll in a workforce or community college program in five essential industries, including health care, information technology, skilled trades, public safety, and early childhood education.
REV Web banner
Visiting Transfer Students I-95 Outdoor Billboard
Virtual Super Saturday Facebook post
November Open House Fall 2020 Open House attracted 84 guests to hear about all Reynolds has to offer. Multiple session breakouts highlighted nine career and academic paths, including a look at Reynolds student support services. A bonus session concluded the evening with a virtual “meet up” with staff from admissions, advising services, and financial aid to answer questions and help future students get to their next enrollment step. Save the date for Spring 2021 Virtual Open House on April 21!
REYNOLDS COMMUNITY COLLEGE
OPEN HOUSE Wednesday, November 18 7–8 p.m.
Virtual Open House I-95 Billboard
The Reynolds Virtual Open Houses are a chance to connect your passion with a career path and learn how to get started! Our knowledgeable staff will be available after the program to answer questions. • Explore over 80 program offerings • Get the scoop on guaranteed transfer • College and financial aid application help • Interact with awesome faculty and staff • Session on scholarships related to COVID job loss
RESERVE YOUR SPOT TODAY!
reynolds.edu/openhouse
reynolds.edu | Parham Road • Downtown • Goochland • The Kitchens at Reynolds • Online
Virtual Open House flyer Virtual Open House Web banner
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COLLEGE-WIDE SUPPORT
The Writing Studio Web banner
Thanksgiving Luncheon Twitter post
Drive-up Food Pantry Facebook post
First-gen Campaign In addition to celebrating National First Gen Day, a new web page of resources launched at reynolds.edu/firstgen to help this critical market succeed at Reynolds. First-gen student and colleague testimonials are also featured to inspire others.
First-gen Instagram Post
First-gen Landing Page
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