how branding helped transform a 2-year institution into a 4-year success: the young harris college...

How Branding Helped Transform a 2-Year Institution Into a 4-Year Success:

The Young Harris College Story

1/9/13

1. Listen and push hard when it comes to branding.

2. Measurement is essential.

3. Embrace and encourage stealth applicants.

4. Focus on net revenue not discount rate.

Summary

Lessons Learned

2012 AMA Higher Education Marketer of the Year Webinar 2

• Vision and Goals

• Our Approach

◦ Branding

◦ Enrollment

◦ Paid Media & Inquiry Generation

• Results

Agenda

Agenda


Vision and Goals

• 2007: President Cathy Cox initiated plan to

transform from a 2-Year “transition” school to a

4-Year liberal arts destination

• Master plan included:

◦ Establishing new, distinctive academic programs

◦ Improving and building new campus facilities

◦ Doubling enrollment

◦ Redefining the brand

Vision and Goals

5 2012 AMA Higher Education Marketer of the Year Webinar 5

Goals in redefining the brand:

• Stay true to the College’s foundational beliefs

• Leverage the best of the old and the necessities of the new

◦ Utilize innovative strategies for prospecting and recruitment

• Generate unprecedented new interest in YHC

◦ Ultimately, accelerated the campaign to meet targeted

enrollment goal of 1,200 students by 2015 (9 years early)

• Leverage strong collaboration between Admissions and

Communications & Marketing

Vision and Goals


Our Approach

Increase enrollmentof qualified, good-fit

students.

Position YHC in theminds of key audiences.(Get in the consideration

set.)

BRAND ENROLLMENT

The Virtuous Circle

Defining the YHC Brand

Key Brand Inputs

Competitive Analysis

InternalPerceptions

ExternalPerceptions

Core Institutional

Vision

Reasons to Believe

BRAND


Defining the Young Harris ExperienceUncovered the essence of Young Harris College by speaking with stakeholders during campus visit

Defining the YHC Brand

• Overall, the “Young Harris Experience” was difficult to describe by all

• However, everyone was on-message and used similar words or phrases to describe YHC’s unique essence


YOUNG HARRIS COLLEGEBRAND

PLATFORM

POSITIONINGFor those daring enough to take the undiscovered path, Young Harris is the perfect environment, deliberately adapting to the evolving world

PROOF• Strong connection to global responsibility and citizenship (inspired by the Methodist

foundation)• Size creates: intimate relationships, widespread leadership opportunities, enduring

bonds• Appalachian setting with three ecosystems allows for unparalleled learning and extra

curricular opportunities• Unique programs such as Outdoor Leadership and Business/Public Policy have been

created to connect to world and changing education needs• Leadership personifies Young Harris College and is central to the close-knit

community• History of being a stepping stone to success and notable achievements for its four-

year grads• Growing access to resources—natural, financial, human, athletic, academic, etc.

MISSIONYoung Harris believes in a lifelong drive to “Educate, Inspire, Empower.” Through its liberal arts education and unique natural environment, YHC encourages intellectual curiosity and educate the whole person, with diverse educational, recreational, social and cultural experiences. This will help prepare students for the ever-changing world so they will exemplify environmental awareness, stewardship and service to the community.


PLATFORM

PAYOFF

“I have the confidence to challenge myself to take chances and succeed”


PERSONALITYThe intelligent risk-taker and steward for change

Characteristics:• Bold• Dedicated• Enterprising• Actively conscious• Warm

PLEDGE

We are committed to providing an

unexpectedly personal and accepting

environment that embraces exploration of

all kinds










PLATFORM

PAYOFF

“I have the confidence to challenge myself to take chances and succeed”


PERSONALITYThe intelligent risk-taker and steward for change

Characteristics:• Bold• Dedicated• Enterprising• Actively conscious• Warm

PLEDGE

We are committed to providing an

unexpectedly personal and accepting

environment that embraces exploration of

all kinds








BIG IDEA

Venture unconventional

ly



PLATFORM

We believe you should aspire to goals that others may think unattainable – to dare

yourself to embark on undiscovered paths. We believe in embracing uncertainty

with curiosity and intelligence, knowing that, if we don’t, what we risk most is letting

our true potential remain unrealized. We believe no one should live a life defined by

“What if?”

It is with this philosophy in mind that Young Harris forges ahead on its mission to “Educate,

Inspire and Empower.” To create an environment where close relationships form, grow,

and thrive, often in unexpected ways—and endure beyond our campus. Where you feel

the sort of support needed to risk and achieve—to become decisive, self-assured

and empathic leaders. An environment grounded in the belief that educating the whole

person isn’t just about academics, but also about developing morals, integrity and

humanity—qualities all too often overlooked in higher education.

This is Young Harris College. A place filled with infinite opportunities that asks only one thing in

return: your willingness to be bold, to risk greatness – to venture

unconventionally.

Big Idea Manifesto

Expressing the YHC Brand

2012 AMA Higher Education Marketer of the Year Webinar15

We believe you should aspire to goals that others may think unattainable – to dare

yourself to embark on undiscovered paths. We believe in embracing uncertainty

with curiosity and intelligence, knowing that, if we don’t, what we risk most is letting

our true potential remain unrealized. We believe no one should live a life defined by

“What if?”

It is with this philosophy in mind that Young Harris forges ahead on its mission to “Educate,

Inspire and Empower.” To create an environment where close relationships form, grow,

and thrive, often in unexpected ways—and endure beyond our campus. Where you feel

the sort of support needed to risk and achieve—to become decisive, self-assured

and empathic leaders. An environment grounded in the belief that educating the whole

person isn’t just about academics, but also about developing morals, integrity and

humanity—qualities all too often overlooked in higher education.

This is Young Harris College. A place filled with infinite opportunities that asks only one thing in

return: your willingness to be bold, to risk greatness – to venture

unconventionally.

Big Idea Manifesto



Creative Goals

Brought the YHC positioning and big idea to life in a way that:

• Conveys YHC’s key points of differentiation

• Communicates the personality and character

• Communicates how the College’s unique environment drives personal exploration

• Builds awareness of YHC’s 4-year college status

• Connects with the target audience



Young Harris College Brand Messages


Key messages to be communicated:

• We believe the greatest risk is letting true potential remain unrealized.

• Educating the whole person isn’t just about academics.

• The Enchanted Valley is our classroom.

• More than networking, our deep relationships are genuinely part of who we are.

• Daring to risk greatness doesn’t end at graduation.


New Enrollment MaterialsCreative Concept:

We believe the greatest risk is letting your true potential remain unrealized.

Dare to _____.Why study, teach, lead here?



Road piece: What will you dare to be?



Road piece: What will you dare to be? We want you to explore, experience and accomplish everything you’d expect at college—plus a few things you’ve never thought of before…We believe you should aspire to goals others may think unattainable. Dare to embark on undiscovered paths. Go beyond your comfort zone and take a chance on yourself.



View book—The experience at YHC was indescribable. Until now…



View book—The experience at YHC was indescribable. Until now…

We believe the greatest risk is letting your true potential remain unrealized. At Young Harris College, it’s our goal to ensure that doesn’t happen.



View book: Outside of the classroom



View book: Outside of the classroom

There’s a go-getter attitude on campus, so it’s natural to lead or even create your own organization.



View book—Dare To: Save the world one person at a time



View book—Dare To: Save the world one person at a time

“A small liberal arts school is not what I had in mind. But now I realize any other place wouldn’t have been me. My friends get lost at big state schools and don’t have the closeness that I have here.”

“I take on as much as I can handle – academically or socially – because I’m interested in tasting a little of everything. That’s what college is for, and that’s what a liberal arts education does best.”



View book—Dare To: Stay on top of my game



View book—Dare To: Stay on top of my game


“It all comes together here. My coach, professors and teammates help me balance academics with athletics so I can maintain my 4.0 while we win a championship...

No one would look out for me like the people at YHC.”


View book—Dare To: Embrace power



View book—Dare To: Embrace power


“I want to work on academic and policy problems, then help implement…solutions. I’ll take the responsibility to keep things in balance.”

“This place opens up new parts of my psyche. I look off to the mountains and feel very much alive and inspired to do anything.”


View book—Dare To: Follow my dream to the stage



View book—Dare To: Follow my dream to the stage


“[Vienna is] my favorite place. The opera house is gorgeous, and I know someday I’ll be back to perform.”

“Honestly if I’d gone anywhere else I wouldn’t be as good as I am now. Young Harris brought out my true talent and personality.”


View book—Dare To: Venture out on my own



View book—Dare To: Venture out on my own

“My training translates to job opportunities…Instead of taking lavish vacations, Americans are seeking thrills closer to home. And they will hire me to lead those rock-climbing or kayaking adventures.”



Parents & Outcomes Brochures

Extending the YHC Brand


Print Advertising



Website and Virtual Viewbook



http://drupal.yhc.edu.php5-18.dfw1-2.websitetestlink.com/

http://www.yhc.edu/tour/

Enrollment

Enrollment

Strong Admissions team• Excellent leadership• Solid Admissions funnel metrics• Accurate predictability

Changing dynamics of student search• Open to encouraging “stealth applicants”

Increasing retention• On par with peer institutions despite recent shift to four year

college

Challenging discount rates


Addressing the Discount Rate

Carefully managing the discount rate to support enrollment and revenue goals • Focused on total net revenue, not discount rate

• Shaping the applicant pool academically and by ability to pay in order to improve profile and manage the discount rate

• Designing a financial aid leveraging strategy that directly supports enrollment and revenue goals

Need to build brand equity in order to increase willingness to pay• Looking to bring discount rate down over time

Enrollment


Paid Media & Inquiry Generation

Digital is a key piece of college & university ad plans

• On average, digital is 50% of Lipman Hearne’s clients’ media plans

• Maximize paid search

• Display complements SEM

• Awareness/image oriented media drive website traffic

• SEO a key component




Inquiry Generation Ad Campaign

ObjectivesIncrease attendance at Visitation DaysGenerate inquiries

Media strategyUse call-to-action messaging around key event dates by:• Leveraging behavioral targeting to reconnect with

students once they have visited YHC.edu• Use high composition vehicles to efficiently target key

audiences• Geo-target for better efficiencies

Media plan parametersPrimary target audience: ProspectsGeography• State of GA: 80/20 N-S split for Display• National: Search-only for signature programsTiming• Prior to Visitation Day events


Inquiry Generation Ad Campaign


Media Channels


http://www.lipmanhearne.com/projects/YHC/YHC_728x90_0927_cat2_alloy.html

http://www.lipmanhearne.com/projects/YHC/YHC_300x250_0927_ca2_alloy.html

Title of Image Slide-1

Website Traffic


Steady increase in traffic year over year

Source: Google Analytics 9/29/10 – 5/31/11 to 9/29/11 – 5/31/12



Advertising Stats


re:fuelView Thru

Post Click

visit campus 715 3,163

homepage 480 10

admissions 55 8

degrees majors 25 4

request info 4 6

application page

10 3

virtual tour 0 1

PandoraView Thru

Post Click

visit campus 1,347 13,419

homepage 560 33

admissions 69 29

degrees majors 28 17

request info 5 8

application page

13 6

virtual tour 1 2

Banners and clicks driving a significant amount of “post-view/click” traffic• And traffic from “clicks” is turning into traffic on other pages

* view thru: when the user has seen an ad but not clicked on it and still ended up on the destination website within 30 days* post click: when the user has clicked on an ad and ended up on the various pages in the destination website after clicking.


Google, Yahoo! & Bing hit their daily budget consistently suggesting opportunity for increased spending

Grew traffic further by increasing budget just within Google


Source: Google Adwords

Search Marketing


Tracking ResultsDeveloping comprehensive “Marketing Dashboard” to track key metrics• Paid media activity (search results,

online ad performance)• Website traffic and engagement• Admissions results (e.g., inquiries, apps,

accepts, enrolled)• Social media engagement• Media relations influence (mentions,

reach, etc.)

For paid media, goal is to directly tie ads to web traffic and, ultimately, conversion• Requires setting up appropriate coding

and tagging for ads and website



Results


Increase in Visits to YHC.edu

Results

Source: Google Analytics

Visits: calculates how many times a person comes to your siteUnique Visitors: calculates how many different people come to your site

Nov 2010 - Jun 2011 Nov 2011 - Jun 2012120000

150000

180000

210000

240000 203,696

245,912

Visits Increased by 21%

Nov 2010 - Jun 2011 Nov 2011 - Jun 201250000

70000

90000

110000

130000

150000

89,167

140,603

Unique Visits Increased by 58%


The ResultsIncreased Inquiry• Prospective student visits up by 24% over the

previous year• Record attendance at all visitation days• 14% increase in total applicants

Increased Enrollment—2012-2013:• Largest freshman class in YHC history – 437• Total new students – 465• Record total enrollment – 1,035

Results


The ResultsImpact on Campus• More student housing• Orientation program incorporated Dare To

concept• Increased awareness and buy-in from students,

faculty, and administration

Impact on Marketing• Extremely positive reaction in the field• Captures attention and initiates conversation

Impact on Future Goals• Accelerated enrollment goal and increased

budget to support growth

Results


Thank you.

how branding helped transform a 2-year institution into a 4-year success: the young harris college...

Marketing

young harris experience

year webinar

young harris college

year success

education needs leadership

year institution

liberal arts education

outdoor leadership