APPROACH & SOLUTIONS
Phase 1: Research and Analysis
We gained an in-depth understanding of their Communications team, their roles and responsibilities as well as what role their team played on the college stage in context of acquisition of new leads and the development of new programs.
Through multiple deep dive sessions, focus groups and discovery sessions, we wanted to map our current processes to identify gaps and opportunities for prospective students to fall out of their enrollment funnel.
Through extensive time with their research team, we gained a firm understanding of the composition of their student enrollment and their needs.
From this data gathering, we provided extensive findings and recommendations that lead to the restructuring to a Strategic Marketing and Student Services model. Some of these recommendations included:
Restructuring of the Communications Department to build a strategic marketing department; charged with elevating the brand position for the institution within the service area.
Engaging in Enrollment Management Consulting that ensures that each enrollment cycle is laser focused on re-enrollment of existing students and the acquisition of new/prospective students.
Developing process maps and strategic Communications Plans, as they implement a new ERP.
Redesign their website, to a user friendly look and feel, designed to convert perspective students.
Phase 2: Implementation
With their infrastructure in place to being implementation of
transformative work, Swim partnered with RCC to:
List harvesting for prospective students who have never applied to RCC before
Developing communication and intervention strategies for students along the entire lifecycle of the enrollment funnel
Digital marketing strategies that are catered to students and prospects based on their current status within the enrollment funnel
Text message and phone call campaigns for students
The development of “user-friendly,” “interactive,” “modern,” and “easy to edit” website that can serve as a marketing tool as well as a lasting first impression for potential students. Keeping in mind that this site would be the primary marketing tool for RCC, laying out a solid framework for the website design was an important first step for this project. Elements of the website include (but not limited to):
Website Hosting Recommendations
Create and Edit Calendars
News and Media Center