2022 SPRING MARKETING DASHBOARD Spring Registration Recap Here is a visual recap of the spring registration campaign on multiple media channels. The campaign reflected our new strategic direction and commitment to creating a culture where every student belongs.
Digital-First Marketing Strategy Spring Paid Advertising Mix At
REYNOLDS
the future belongs to everyone.
Radio Digital Ads TV/Video
Billboards
REGISTRATION GUIDE • SPRING 2022
Social media post
Registration Guide
Paid Search
Marketing Collaboration with Other College Units
Marketing Requests 0ct.2021 – Mar. 2022 45 40 35
We have a robust digital-first marketing strategy that reflects our budget spend in paid ads. We have invested in a yearround presence in Google Search ads to capture local people searching for colleges and programs that we offer to ensure they find Reynolds easily.
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Paid Advertising
25
Paid Social Media ads appear on Facebook, Instagram, and TIk Tok.
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Partnering with community radio stations serving targeted markets for both traditional-age and adult learners allow us to increase our reach among a diverse service region.
15 10 5 0
Oct. 2021
Nov. 2021
Dec. 2021
Jan. 2022
Feb. 2022
Mar. 2022
TOTAL REQUESTS 153 3.75 X HIGHER THAN THE PREVIOUS YEAR
WEBSITE & SOCIAL STATISTICS Expanding into Instagram Reels
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Posts
5,158 Total views
1,031
Average views per post Website Activity Spring Registration Activity November 1, 2021 - January 9, Top 10 Pages
656,393 Site Visits
1. Home 2. Class Schedule
1. Facebook 74.82%
3. About MyReynolds
2. LinkedIn 18.84%
4. Academic Calendar
3. Twitter 3.08%
5. Course Descriptions
4. Instagram 2.90%
6. MAJORS A-Z
5. Other 0.36%
7. Search Results 8. Steps To Get Started
88,868
10. Majors by Career
1. Richmond 2. Tuckahoe 3. Laurel 4. Mechanicsville
2:59 Duration of Average Visit
*This tracks Reynolds.edu site visits from these social platforms.
9. Contact Information
Top 5 Locations* New Site Visitors
Social Network Referrals to Reynolds Websites*
5. Washington, DC *Based on trackable data – users must have location enabled.
Top 5 Languages* 1. English used in 279,140 visits 2. Spanish used in 924 visits 3. Chinese used in 483 visits 4. Portuguese used in 309 visits 5. French used in 173 visits *Based on language codes used by Google Translate. English includes Great Britain, Canada, Australia, and India. Spanish includes US, Europe, and Latin American countries.
Devices Used to View Reynolds.edu
(in minutes) This is 27.40% above the industry average.
Desktop 52.03%
Mobile 46.73%
Tablet 1.24%
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RECRUITMENT SUPPORT G3: Get Skilled. Get A Job. Get Ahead. Recruitment for G3 programs continued on social media. Virtual Information Open House Get Skilled. Get a Job. Get Ahead.
Thursday, December 9 7–8 p.m. on Zoom Join us for the G3 tuition assistance program Open House! • Learn if you may be eligible for low-to-no-cost college tuition. • Talk to G3 faculty teaching G3 programs in high-demand career paths. • Speak with academic advisors who will help you get started. • Find out about short-term training that is available in less than a year. • No-cost online application takes less than 20 minutes to complete. The G3 tuition assistance program is for students looking to enter into one of these five high-demand career areas: Healthcare, Information Technology, Manufacturing and Skilled Trades, Early Childhood Education, and Public Safety.
Reserve your spot today!
For more information contact the Office of Admissions recruitment@reynolds.edu (804) 523-5789 reynolds.edu/g3
The future of Reynolds belongs to everyone.
Social media post
Social media post
Social media post
G3 Open House flyer
Virtual Open Houses Support for the Virtual Open House hosted by Admissions on November 17, 2021. Fall 2022 Open House: Promotion and paid advertising resulted in 245 guests registering. This included 143 high school students or recent graduates, and 101 adult learners. That evening, 85 of those registered checked in virtually.
OPEN HOUSE Wed., Nov. 17 at 7 p.m. on Zoom
SAVE THE DATE In-person and Virtual Open House ---Wednesday, April 13 5:30 - 8:30 p.m. Parham Road Campus
Yes, life has changed. Your goals have not. The Reynolds Virtual Open House is 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. • Sessions focused on adults • Explore over 80 program offerings • Get the scoop on guaranteed transfer to 4-year colleges • Interact with awesome faculty and staff
RESERVE YOUR SPOT TODAY!
• Learn about G3 programs & tuition assistance
reynolds.edu/openhouse
• College and financial aid application help
reynolds.edu | Parham Road • Downtown • Goochland • The Kitchens at Reynolds • Online
Flyer for adult market
Billboard
High School Counselor E-Newsletter
Summer Bridge Experience We created a visual identity for a new strategic enrollment effort known as Summer Bridge Experience. The 3-week college prep program in July will target recent high school graduates in Richmond Public Schools and the east end of Henrico County.
Gain Con
YOU CAN E • • • • • •
SUMMER
Small gro Take Stud Build con Find your Learn fro Book sch
HOW IT WO
BRIDGE
• • • • • •
EXPERIENCE
JULY 11-28
Apply onl Attend an Come to Transport Receive y Create yo
Visit reyn
DOWNTOWN CAMPUS
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COLLEGE-WIDE SUPPORT Student Services Promotion
Kitchens at Reynolds With The Kitchens now open we are focused on supporting strategic outreach for enrollment. This static billboard campaign canvased local neighborhoods and high visibility areas between The Kitchens and our Downtown Campus, and around the city.
We continue to promote critical wrap around services that help remove barriers for students, like the Reynolds Food Pantry, and allow them to focus on their classes. The Reynolds Food Pantry and a new 24/7 virtual mental health services known as timely care joins a list of free resources designed for students.
Billboard on Arthur Ashe Boulevard and Broad St.
Inaugural Advising Month in October
In partnership with faculty and staff advisors, we launched our first-ever Advising Month to set students up for success before spring registration opened in November. Fun events and food were used to engage students and increase awareness about why meeting with an advisor is important to stay on track.
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MASCOT DEVELOPMENT
November 2021: Students nominated 100+ unique mascots and indicated why their choice represented Reynolds. January – February 2022: Mascot Steering Team made up of alumni, faculty, staff, and students was co-led by the student president of Phi Theta Kappa and Marketing Director Kelly Smith. Other partners helping to launch the first-ever Reynolds mascot include Dean of Student Affairs Jeff Allen and the Office of Student Life. March 21- April 4, 2022: Top student nominations were pushed out to a community-wide vote during Mascot Madness. May 15, 2022: Winning mascot will be announced at graduation!
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