2022 Summer-Fall Marketing Dashboard

Registration Recap

The summer and fall registration campaign canvased multiple media channels, both paid and organic. The campaign ran April 4 through Aug. 22 during 20 weeks of open registration.

Marketing Team WIG

Our team’s 4DX Wildly Important Goal (WIG) is centered around capturing marketing support requests by outcomes that align with the college-wide WIGs: guided pathways, recruitment, enrollment, and completion. Team members track the percentage of time spent on each category to establish a benchmark during the full academic year enrollment cycles. This allows us to track the “whirlwind” of other requests not aligned with these strategic outcomes to help prioritize.

Paid Search

Our marketing strategy consists of both traditional and new media to capture a diverse audience. We continue to invest in a year-round presence in Google Search ads to capture local people searching for colleges and programs that we offer to ensure they find Reynolds easily.

Paid Social

Media buys include paid digital ads on Facebook, Instagram, and TikTok.

Paid Radio

Partnering with community radio stations serving targeted markets for both traditional-age and adult learners allows us to increase our reach among a diverse service region.

SHOUT OUT TO OUR CAMPUS PARTNERS

Admissions: Drip Campaign

on a digital form and they receive an email communication

24 hours. To date, 1,677 prospective students

been entered in the CRM. Once a prospective student completes the college application, they receive an email with a motivational video message from Dr. Pando. To date, a total of 7,516 emails have been delivered to this target audience. Admitted students also receive a series of emails encouraging them take the next step to enroll. To date, 21,678 emails have been delivered for this targeted drip campaign. The goal of both of these campaigns is enrollment conversions and completion at Reynolds.

Advising: Advising Month

In partnership with faculty and staff advisors, we continued our second annual Advising Month to set students up for success before spring registration opened Oct. 31. A targeted campaign introducing Reynolds Ambassadors included trivia questions that focused on advising tips and prizes.

The Admissions and Marketing teams collaborated this summer to create dynamic messaging for prospective and new students using our Customer Relationship Management (CRM) database and automated marketing platform. These efforts allow a potential student to submit their interest

within

have

Nudge email for future student interested. New applicants receive an inspiring video. After student applies the next step is sent.

SHOUT OUT TO OUR CAMPUS PARTNERS

Student Life : Find Your Flock Messaging

Thanks to a robust partnership with the Office of Student Life, and marketing requests submitted months in advance of student events, the Red Hawk is able to make regular appearances to engage students. Student Life funds also allowed the marketing team to hire the Reynolds Spirit Squad this summer and provide students who serve as the mascot or mascot handler during appearances.

Financial Aid: Money Talk Series

Colleagues in the Office of Financial Aid are always willing to participate in fun, purposeful videos with the marketing team that help make difficult financial topics easier to understand for students. By submitting requests for specific Financial Aid milestones or key dates, we are able to plan ahead for video production that resonates with students and performs better than any other content created in print.

SHOUT OUT TO OUR CAMPUS PARTNERS

Flying Squirrels

For more than a decade, the Flying Squirrels have provided Reynolds the opportunity to advertise with a local audience of thousands at every baseball game and community event at The Diamond.

This summer, Reynolds sponsored Teacher Appreciation Nights to target local high school teachers who are influencers among students considering college in our service region. The partnership included on-air interviews during the game by Admissions Recruiter Jessica Anderson and President Paula Pando.

Squirrels mascots Nutzy and Nutasha have been instrumental in helping Reynolds launch the Reynolds Red Hawk, sharing best practices to develop an exciting mascot program.

Respiratory Care Week

An outstanding partnership with Respiratory Therapy Program Head Nakia Austin and college partner VCU Health resulted in leveraging Respiratory Care Week into an opportunity to share alumni success stories for recruitment purposes.

A marketing request submitted in July allowed our team to plan ahead for the October week of awareness, and produce a series of five videos featuring Reynolds grads working at VCU Health. The videos feature the critical partnership of respiratory care between Reynolds and VCU Health that provides work-based learning for Reynolds students.

50TH ANNIVERSARY LAUNCHED

It takes a village to plan and execute a college’s 50th anniversary. Led by Special

is an awesome opportunity to increase awareness about the Reynolds mission and impact of more than 300,000 alumni in the

The marketing team creates dozens of assets required to inform the community about this, including launching a website in June, weekly social media posts for #ThrowbackThursdays, and campus-wide signs to commemorate the special milestone anniversary.

Events Manager Ariel Cole, the milestone celebration

community.

Drone photo by Joe Schilling

#ThrowbackThursdays Social Media Post

MASCOT LAUNCH

Red Hawks fever is in the air! This fall the Reynolds Spirit Squad was hired to bring the college mascot to life. Opportunities to market the spirit of Reynolds students, faculty, and staff have resulted in a new energy on campus. Next in flight...Red Hawks signage at the Downtown Campus. The Goochland Campus parking lot is also canvased with Red Hawks flag pole banners to show their mascot pride. The Red Hawk has by fly-by appearances at all four campuses this fall, including The Kitchens.

Creating the First-ever Reynolds Mascot is a major undertaking for a marketing team of our size. The purpose of launching a student-driven mascot program is to create a sense of belonging, and include all Reynolds stakeholders to showcase their Reynolds pride. Introducing a mascot that embraces an identity that embodies the spirit of our students, staff, and faculty, is helping Reynolds provide a more traditional college experience. The Red Hawk is a win-win for all!