Marketing Report: July 2014Purpose : The purpose of this report is to show trend information for recruitment and marketing programs at all University of Mount Olive locations. Where possible, comparisons over time are shown. Marketing and recruitment activities differ for traditional and nontraditional programs, so some comparisons are not appropriate. This is not an enrollment report.

Introduction: Recruitment activities, purchased media, website traffic and other promotional and marketing efforts provide visibility for the University of Mount Olive. Some campaigns help to drive prospective students to our website and other points of contact for enrollment purposes. Our information system, PowerCampus, is used to track where inquiries and applications originate, when and where phone calls commence, and what kinds of advertising prompts action for various audiences. This information is gathered from inquiry and contact forms, applications and from SSRS reports.

July 2014 Statistics and Comparisons

First-time Contacts to UMO: Inquiries and applications that come to the university from various sources are considered to be first time contacts. Their delivery comes in the form of email, walk in visit, phone message, online contact and athletic forms as well as online applications. The information below shows the number of contacts by program and location received during the months of July 2011 – July 2014.

Program/Location July 2011 July 2012 July 2013 July 2014

ACCT (begin F13) 0 0 6 10BusMgt 83 75 64 37HCM 80 99 85 41MIS 8 17 11 7CJC 45 61 43 53Rel/MRM 8 8 7 9

ECE: with/without licensure 62 79 51 28GenStd(HP) 73 57 43 26

HRM (began 1/1/12) 0 35 17 18

Virtual/Nursing (began 1/1/12) 0 43 45 38

Other Teacher Licensure 0 10 2 10

Other/Undeclared 2 20 6 6Total All 361 504 380 283

1

Notice that July 2012 appears to have been the strongest month for receiving first time contacts over the four-year monthly comparison. During that year we added new programs in HRM online, RN to BSN online, and teacher licensure. ECE had a very strong showing that year as did HCM and business management. In July of 2014 the strongest program was CJC, which might have been increased by advertising done by Capital Education, the company partnering with UMO for the online CJ program. UMO usually sees increases in first time contacts when we expand our reach (online CJ is an example) in territory and/or to add new programs as we did in 2012. The University name change might also be expected to make more impact on prospective students in future.

Applications Received: One way we are able to measure the appeal of UMO to prospective students is to take a look at the number of applications received by location over time. The chart and graph below show the number of applications received in the months of July 2011-July 2014 by location.

July 2012 was a great year, overall, for applications with 437 received at all locations.

We picked up new online programs in 2014, so we see only one year for these programs; however, that was 29 students we probably would not have gotten any other way.

While there were fewer traditional applications in July 2014, we think that the cycle of applications for this population might be hitting earlier than in previous years.

Apps received by location JULY 2011 JULY 2012 JULY 2013 JULY 2014

Mount Olive Traditional 79 96 103 72

Evening College 62 57 56 51

Jacksonville 10 36 29 14

New Bern 19 40 27 23

RTP 62 66 46 28

Washington 30 36 25 34

Wilmington 39 38 27 24

Goldsboro/SJ 16 39 41 39

Online Programs 0 0 0 29

VirtualRNtoBSN start Jan2012 0 29 32 31

Total 317 437 386 345

2

Mount Olive

Trad

itional

Evening C

ollege

Jackso

nville

New Bern RTP

Washingto

n

Wilmingto

n

Goldsboro/SJ

Online P

rograms

VirtualR

NtoBSN sta

rt Jan

20120

40

80

120

Apps received by Location July 11 - July 14

JULY 2011 JULY 2012 JULY 2013 JULY 2014

Phone Inquiries: Calls to 844.UMO.GOAL and 855.MOC.GOAL came to UMO from all over the US in July. There were 303 calls, with 175 unique callers totaling over 900 minutes. Most of the calls came to the UMO Mount Olive location (269); at least 75 of the callers originated out of state. This is not really surprising since the out of state traditional population had a big jump this year, and July was the time when many of these new students were finalizing their class schedules if they could not travel to UMO for admitted student day programs.

Top Sources for Referrals to UMO: The top 4 referrals sources for nontraditional locations included friend referrals, Hobson’s Nontraditional online marketing program, TV, radio, and other referrals sources.

Location

Top App/Inquiry Sources July 2014

Rank Order Washington Wilmington New Bern JAX

Evening College RTP

1Friend referral Friend referral

Friend Referral

Friend referral

Hobson's Nontrad

Hobson's Nontrad

2 OtherOther/employer

referralHobson's Nontrad Other

Friend referral Other

3

Previous UMO

studentHodson's

Nontrad/WOM TV

previous UMO

student Other

Previous UMO

student

4Hobson's Nontrad TV/Radio

Previous UMO student/Alumni

referral

drove past

location

Previous UMO

studentRelative referral

3

The top sources of referrals for the RN to BSN program came from friends, magazine ads and mailed information, relatives, and other word of mouth (WOM) sources. Friends, the UMO website and TV were the major sources of inquiries for the online programs (CJ and MBA). At the Seymour Johnson AFB location in Goldsboro, the Base Education office and various other referrals were the best sources of enrollment leads.

In the traditional program, ACT score reports provided many new inquiry names, as did two visits to the OFWB youth camp at Cragmont.

Top App/Inquiry Sources July 2014 July 2014 July 2014

V/RN/BSN Online Programs Goldsboro/SJ MOC Trads

Friend referral Friend Referral Base Ed Office Referral ACT score reports

magazine ad/mailer Other employer/co-worker referral Cragmont Camp

relative referral UMO website relative/friend referral Friend referral

WOM TV Other Other

Purchased Media: UMO uses media advertising via TV, radio, billboards and print to provide visibility and generate new interest in the University. Recently our ads have focused on the name change. The chart below shows that TV, radio, billboard and print are still an important part of the mix to gain recognition in our markets, especially adults, but the inquiries resulting from these programs are lower than in previous years. However, we have diversified our advertising dollars so that we can also work with other forms of media (Hobson’s, Cappex and other online projects) which are not included in the media comparisons below. Diversification allows us to find more inquiries, and it also helps us to avoid depending on traditional media during holidays and election campaigns.

Purchased Media Responses by Type All Locations JULY 2012 JULY 2013 JULY 2014

TV 49 38 20

Radio 19 7 7

Billboards 22 22 11

Print Media 12 13 10

Total all media 102 80 48

4

Web Banners: To increase awareness of our name change as well as the overall awareness of our programs, a recent newspaper online media campaign has been initiated. See below for one of the banner ads from the Goldsboro Daily News.

New Billboards: Our marketing team, in partnership with our advertising company, ViaMark, has recently put together new billboards with the new university logo. There are different versions all around the state, promoting all programs and locations.

5

New Signage is up at all locations! And new stationery, business cards and other print media has been completed.

6

Cappex: The Cappex company has partnered with the traditional admissions program to help qualify leads from purchased name lists. Each lead is sent a postcard where the respondent can note interest areas; then the admissions team follows up to contact them individually. We had 31 fewer inquiries from Cappex in the month of July than we did in June. However, in June we received a higher number of inquiries than usual. The graph below demonstrates the success of this nationwide campaign and how it has successfully generated qualified leads in various programs over the last few months.

Mar-14

Apr-14

May-14

Jun-14

Jul-14

0 5 10 15 20 25 30 35 40

20

19

31

11

18

Cappex Campaign Traditional Inquiries Received: March 2014-July 2014

Free inquiries receivedAg inquiries receivedHS Graduate inquiries received Religious affiliation preference inquiries receivedScience inquiries received

Hobson’s Nontraditional Recruitment Program: Though we had a fewer inquiries than last month, our numbers are still good. We are starting to see a more even distribution of leads between our locations due to some changes we’ve made and hope to see numbers continue to climb.

Mar-14 Apr-14 May-14 Jun-14 Jul-140

10

20

30

40

50

60

Mount OliveJacksonvilleNew BernRTPWashingtonWilmingtonOnlineSmithfield

Month

num

ber i

nqui

ries

7

Recruitment Activities: Nontraditional admissions representatives did a great job of getting out into their communities for “feet on the street” promotions and recruitment visits. The Washington location tallied 92 recruitment activities in July 2014, with 89 of them being first time ever efforts! Evening College did a total of 96 events, with 61 being first time efforts. Overall, there were 313 special efforts dedicated toward recruitment from the nontraditional locations! In the admissions monthly phone sessions, our admissions reps share what they are doing to increase visibility and enrollment. These efforts have already had a very positive impact on enrollment for Fall 2014!

Recruitment Activities by Location/Type July 2014

Activity at UMO

Community Relations

Email Blast

Mass Mailing

Drop off Material

Presen-tation

Recruiting Visit Table/Booth Total

First time

effortsEVENING COLLEGE 0 9 0 2 41 1 38 5 96 61

JACKSONVILLE 4 22 0 0 6 0 4 1 37 23

NEW BERN 0 1 0 1 21 0 1 0 24 13

RTP 1 4 7 0 11 0 0 1 24 6

WASHINGTON 0 2 16 21 53 0 0 0 92 89

WILMINGTON 4 3 1 1 10 3 18 0 40 23

Total 9 41 24 25 142 4 61 7 313 215

Traditional Admissions representatives spent their time doing many on campus visits as well as working with Student Affairs to carry out the last Admitted Student Day event. Their activities also included two admissions teams visiting at the OFWB Cragmont summer camp to do UMO presentations.

Virtual RN to BSN recruitment was quite busy during July also. Many inquiries came to UMO from Duke’s nurses, who like other nursing professionals nationwide, have been challenged to find programs that will help them achieve the BSN due to the hospital mandate to have at least 80% of their nursing staff at the four year degree level.

8

Applications Received: The number and timing of applications received helps admissions teams to gauge how effective their work is because an application shows a serious level of interest. The chart below shows the number of apps received by location during the months of July 2012 to July 2014. July 2012 continues to stand out as a strong month for the overall total apps.

Mount Olive

Trad

itional

Evening C

ollege

Jackso

nville

New Bern RTP

Washingto

n

Wilmingto

n

Goldsboro/SJ

Online P

rogra

ms

VirtualR

NtoBSN sta

rt Jan

20120

40

80

120

Apps received by Location July 2011 - July 2014

JULY 2011 JULY 2012 JULY 2013 JULY 2014

The chart below shows that July 2013 was a great month for new applications in the traditional program; however, in the overall admissions cycle for Fall 2014 we saw more applications coming in earlier in the year so the total in July should be a little lower than in previous years. The chart also shows the effect of adding the online programs to our mix.

Apps received by location

JULY 2011

JULY 2012

JULY 2013

JULY 2014

Mount Olive Traditional 79 96 103 72Evening College 62 57 56 51

Jacksonville 10 36 29 14

New Bern 19 40 27 23

RTP 62 66 46 28

Washington 30 36 25 34

Wilmington 39 38 27 24

Goldsboro/SJ 16 39 41 39Online Programs 0 0 0 29VirtualRNtoBSN start Jan2012 0 29 32 31

Total 317 437 386 345

Traffic to UMO.EDU: Search engine traffic to umo.edu was the greatest generator of interest in July 2014, with director traffic coming in second. The graph below demonstrates how search engine and direct traffic change over time, with April being a time of many direct hits to the site.

9

Mar-14 Apr-14 May-14 Jun-14 Jul-140

5,000

10,000

15,000

20,000

25,000

30,000

35,000

www.umo.edu web stats: Mar 2014 to Jul 2014

Search engines Direct traffic to www.moc.edu Referrals from other websites

The average visit length to the site was about 3 minutes during July 2014, which was up slightly from previous months. The average number of pages per visit, 2.26, was also up a bit from previous months. About 1/3 of the visits were from newcomers in July 2014.

Facebook Friends continue to show increases as demonstrated by the chart below, which shows March 2014 – July 2014 results.

Month

Mar-14 Apr-14 May-14 Jun-14

Jul-14

Facebook friends 4,753 4,856 4,933 5,025

5,114

Coming next month: More information on new programs, materials and other marketing initiatives.

The information provided in this report is compiled from SSRS reports prepared by Ken Davis, admissions reports compiled by Georgette Prichard and location admissions representatives, and special marketing ventures analyzed by Jennifer Merritt.

Barbara Kornegay, VP for Enrollment

10