Campaign Report
July 2019
-Year College Experts 2 Los Angeles Community College District
South Texas College
Campaign Report July 2019 Los Angeles Community College District
August 15, 2019
550 Seagaze Dr. #L105, Oceanside, CA 92056 • 608.781.8495 • fax 608.781.8496 2yearexperts.com Los Angeles Community College District
Table of Contents
Progress Report July 2019………………………………………………………………………………..3
Cumulative Data July 2019 ……………………………………………………………………………….9
Campaign Highlights July 2019………………………………………………………………………....11
Campaign Data July 2019………………………………………………………………………………..12
550 Seagaze Dr. #L105, Oceanside, CA 92056 • 608.781.8495 • fax 608.781.8496 2yearexperts.com
2-Year College Experts St Main 502 c c c c COMPLETED enrollment. for awarenessbudget the impactadvertising greateston and Marketing’s possible public PRdigital wellas activities, leverage and as media, and to traditional relations strategies. and branding The marketing new brand, College Communications to hired Interact Texas South Ju Report Progress
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2019 . • • • • • • • • • • • • • • • • , 3rd Floor, La Crosse, WI 54601
• • • • • Student SatisfactionSurvey completed CommunicationsAudit completed Research Brand Report completed § 5Emotional Resonance Focus complete Groups Prefs Media Survey Phone completed § 11completed, FocusGroups the week 10 ofSept. Qualitative Online Survey completed14 Sept. Marketing presented plan approved and Strategy formulated Revisedfor newcontract brand collateral Interact presentfor on O w Established in Completed Reviewedapproved and Project
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Brand Updated Presentation wordmark Brand treatment and revised approved and Messaging Brand and Strategy wordmark Brand treatment and created Brand Roll Out #1 Additional 6 Additional 12
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2-Year College Experts St Main 502 c
Creative Creative . • • • • • • • , 3rd Floor, La Crosse, WI 54601
New Brand Brand New onNewspaper wrap bondsuccess Editorial Calendar § § Ads Radio § § § § § § § § § § § § § § § § § Articlescomplete Nursing Vocational createdad CalendarEditorial presented
§ § § § § § § § Reads createdWild 30Four CyberGrantSecurity computing/Cloud computer program Scholarship MEDA Roboticscamps program enrollment Dual Technology Womenand and Arts Culture at TexasSouthCollege article Applied Technology article SWAT Culinary article Arts VictoriaQuitanilla profile Apprenticeship program profile: Board Gary Gurwitz Recap (draftBond forfuture use) CyberandSecurity sidebar tipson Allied Health articl DayVeterans article
Ads(2, Print 2 plus digital) and Digital Social Ads (7) Billboards static Pandora (28)ads ads Radio Rollout Brand video updated Shade Car design T - shirt design shirt
• • • • • • for Spring 2019 - Collateral
second ads, including ads, one in second Spanish Digital (56) Digital remarketing/static YouTube (3) Facebook/Instagram(28) One 15 30
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2-Year College Experts St Main 502 c c
Media Campaigns Media Buying . • • • • • • • • • • • • • • • , 3rd Floor, La Crosse, WI 54601
For Spring 2019 For Spring Summer/Fall2019 MediaBuying Television Plan presented and approved Summer/FallOutdoor Buying presentedPlan and approved Summer/Fall 2019 Summer/Fall 2019 Summer/Fall Interact 2019 Spring MediaBuyingTelevision Plan presented and approved Outdoor Spring Buying Plan presented and approved 2018 Spring 2019 Spring 2019 Style Brand Guide finalized sponsorship HEB ads templates Brand New § § § § § § § § § § § § § § § § § §
- 2019 Buying (TexasPlan Print Doctors)Mega Business and approved
Radio, Nov. Radio, 12, 19,2018 2019 toJan. PPC Geofencingcampaign Retargeting Instagram& Socialcampaignsfor Snapchatfilter campaignfor Dec. 1,2018 OutdoorNov.media, 12, 5,20182019 toJan. Brochure BannerRetractable Card Rack PowerPoint Flyers Shuttle wrap T template Shade Car D Social Billboard template Video template Googleprofessional Day, developmentopportunity - igital templates igital shirt template shirt • •
campaign Radio Media Buying MediaBuying Radio Plan SocialMedia and Digital Buying Plan Digital Digital and SocialMedia Buying Plan
templates _UBAuN https://drive.google.com/open?id=1DrKfeX9A35CfMGnnUrF4tw3oz9 Aircheck: interviewSTC
Radio Media Buying Plan MediaBuying Radio SocialMedia and Digital Buying Plan
•
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enrollmentcontinuing: YouTube, Facebook, p
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2-Year College Experts St Main 502
. • , 3rd Floor, La Crosse, WI 54601
For Summer/Fall 2019 ForSummer/Fall § § § § § § § § § § § § § § § § §
Print: P Snapchatfor Commencement, May TelemundoInterview, Accesso Total( TelemundoInterview, Accesso Total( TelemundoInterview, Accesso Total(May May TV, toAugust Outdoor,toAugust May May Pandora, toAugust April Radio, April Campaign, Dual campaign PPC continues Geofencingcampaign Retargeting Instagram& Socialcampaignsfor Spring enrollment continuing: YouTube, Facebook, P Dec. 10, TV, 2018 toJan. Pandora, rint: rint: • • • • • • • • •
TexasBorder Business and DoctorMega (continuing) MonitorNewspaper Spadea Texas Digital ads includedads Digital for both TBB and DoctorMega Ud9 https://drive.google.com/file/d/1RDtKc85tVDI2MHZ2BbQVkqADhY iW8ebARX9ywfGTfGICk1/view?usp=sharing https://drive.google.com/file/d/1bVLyUhJ_4nh 2019 LiveMedia104/iHeartremote on Pecanbroadcast Campus, August WY0tzc3pGXzFDTjc4/view?usp=sh https://drive.google.com/file/d/0B8NiwnyyiuyWLTl3SzdnclVLc3d3elh (JuneAircheck 2019) VOFLw/view?usp=sharing https://drive.google.com/file/d/1NtTkOHEUlo6SrWqCmZ2XGeyBX (May2019):Aircheck includedads Digital for both TBB and DoctorMega TelemundoInterview, 16 Jan. fromLive campus broadcast Nov.12, 2018 19, 2019 toJan. -
h/view?usp=sharing toAugust
BorderBusiness and DoctorMega (continuing)
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2-Year College Experts St Main 502 c c PROGRESS IN
Media Campaigns Creative . • • • • • • • • • , 3rd Floor, La Crosse, WI 54601
Fill the Bus Bus the Fill Retargeting Socialcampaignsfor springenrollment continue: YouTube,Facebook, Instagram & campaign Dual continues campaign PPC continues Geofencingcampaign Texas Print: Business Mega and Doctors Landing Pagesunder development a Monthly Program
§
Production Production
Video rticlesin progress
Sponsorshipin August s
underway
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continues 608.781.8495
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continues
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2-Year College Experts St Main 502 2019 July South Texas CollegeValue Added Ju South Texas College Budget ly
2019 . , 3rd Floor, La Crosse, WI 54601
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2-Year College Experts St Main 502 Ju South Texas College ly
2019 . , 3rd Floor, La Crosse, WI 54601
Cumulative Data
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2-Year College Experts St Main 502 theironaddisplay mobile geoin phone a - - - - Highlights Campaign Conversions AllDigital Total - ke thesewe ads, remarketed your withwebsite traffic - - AllDigital Overview of Ju Digital
Tracked Droveof total a A Droveof total a Drove Drove1. Droveof total a ep in front offront in ep students potential that visited already veragelengthcall ly
201 . , 3rd Floor, La Crosse, WI 54601 more than 7 1
9 32 millionimpressions static ofvideo and adsads, ads.text Of thosewhosaw ofany
Campaign Campaign
people that stepped footpeople onto onethat of the campusesSTC from being served a 126 2 12,
52 2 76 133
is4:33 formfromsubmissions PPC the calls , 000completed video through views YouTube,Facebook Display and
visits to the websitevisitsto the from the PPC campaign
minute Campaign Highlights
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2-Year College Experts St Main 502 Overview Campaign Social Media:Facebook & Instagram • • • •
. 182,381completed video views Drove527 engagements (likes, comments & shares) Delivered471,897 impressions Drove5,579 visitstothe website , 3rd Floor, La Crosse, WI 54601
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608.781.8495
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Campaign
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2-Year College Experts St Main 502 Overview Campaign Social Media:Facebook & Instagram • • •
. Drove66 engagements(likes, comments& shares) Delivered97,379 impressions Drove574 visits to thewebsite , 3rd Floor, La Crosse, WI 54601
• 608.781.8495
• fax 608.781.8496
Conversion Campaign Conversion
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2-Year College Experts 2-Year College Experts St Main 502 Overview Campaign YouTube • • • • • •
. Benchmarks Industry YouTube clicks210 to thewebsite 37%Women35% Men/ Averagecost per 36%Over completed video view rate 38,518completed video views Served105,706 video impressions , 3rd Floor, La Crosse, WI 54601 • •
Averagecost per completed view is 10 Averagecompleted video view rateis 15% English
completedvideo view is $0.07
Campaign Campaign
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2-Year College Experts 2-Year College Experts St Main 502 Overview Campaign YouTube • • • • • •
. Benchmarks Industry YouTube clicks138 to thewebsite 42%Women44% Men/ Averagecost per completed video view is $0.07 43%Over completed video view rate 14,045completed video views Served32,358 video impressions , 3rd Floor, La Crosse, WI 54601 • •
Averagecost per completed view is 10 Averagecompleted Spanish
Campaign Campaign video view rateis 15%
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2-Year College Experts St Main 502 Overview Campaign P ay Per Click Per ay • • • • •
Top . Google Industry Benchmarks Averagecost per contact is$17 Averagecost per visit $2.04 Generated 158 calls& form96 submits Drove2,210 clicks towebsite, 11.08% CTR Delivered19,945 impressions , 3rd Floor, La Crosse, WI 54601 PagesVisited • • •
AverageCTR is 3.5% Averagecost per contact is$72 Averagecost per visit is $3.40
Campaign Campaign
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608.781.8495
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2-Year College Experts St Main 502
. , 3rd Floor, La Crosse, WI 54601
• 608.781.8495
• fax 608.781.8496
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2-Year College Experts St Main 502 Overview Campaign P ay Per Click Per ay • • • • •
TopPagesVisited . Google Industry Benchmarks Averagecost per contact is$16 Average Generated 61 calls& form14 submits Drove728 clicks towebsite, 12.33% CTR Delivered5,904 impressions , 3rd Floor, La Crosse, WI 54601 • • •
AverageCTR is 3.5% Averagecost per contact is$72 Averagecost per visit is $3.40 costper visit $1.65
Competitor Competitor
•
608.781.8495
Campaign Campaign
• fax 608.781.8496
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2-Year College Experts St Main 502
. , 3rd Floor, La Crosse, WI 54601
• 608.781.8495
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2-Year College Experts St Main 502 Campaign Display • • • •
. AverageCPM is $4.62 45,496completed Drove1969 clicks towebsite Delivered584,033 impressions , 3rd Floor, La Crosse, WI 54601
Overview
Campaign Campaign
video views
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2-Year College Experts St Main 502
. , 3rd Floor, La Crosse, WI 54601
• 608.781.8495
• fax 608.781.8496
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2-Year College Experts St Main 502 Overview Campaign Geo • • •
- . Generated 132 campusvisits Drove725 clicks towebsite Delivered365,130 impressions Fencing , 3rd Floor, La Crosse, WI 54601 Campaign Campaign
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2-Year College Experts St Main 502 of695 Est. total TV Pandora endcampaignof * of Est. total 100% at “STC01904_Spanish” X of Est. total “STC01903_Workforce #3: Audience” at 33.3% #2: “STC01902_Traditional Student” at 33.3% #1: “STC01901_General Audience” at 33.3% KBFM of Est. total “STC01903_Workforce #3: Audience” at 33.3% #2: “STC01902_Traditional #1: “STC01901_General Audience” at 33.3% KKPS of Est. total Radio NewspaperSpadea T 2peradsdigital month (value added) ads 2print per month Texas Print Advertising theseare estimated numbers he he Monitor H AVO
99.5 Border and Mega Border and 104.1 . , 3rd Floor, La Crosse, WI 54601
101.5
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646 491 408 1,545 , KTEX
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2-Year College Experts St Main 502 Estimatedweekly Impressions: 315,942 Location: of Est. total 9 Billboards Out *theseare of Est. total 6/1 KVEO of Est. total 6/1 4 Channel CBS/Valley KGBT of Est. total 6/1 KFXV of Est. total 6/1 KRGV of Est. total 6/1 KCWT of Est. total 6/1 KTLM
locations – – – – – – -
6/30: Angela 15 6/30:Josh 30 6/30:Josh Obed 15; 30 6/30: Angela 15; Obed 30 6/30:Josh Josh 15; 30 6/30:Jay 15; 30Angela of
/NBC /ABC TV FOX Network TVFOX /CW Net Telemundo Telemundo . , 3rd Floor, La Crosse, WI 54601 - Home Exp. 83, At Hutto83,Exp. Rd.At Donna, TX estimatednumbers, will getaccurate ones at theend of campaign
2,406,961 2,406,961 45 100 249 61 138 102
(:15’s) (:15’s and :30’s) and (:15’s x x
x x x x (:15’s and :30’s) and (:15’s spots spots
spots spots spots spots
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impressionsper month * * * *
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608.781.8495
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2-Year College Experts St Main 502 Estimatedweekly Impressions: 198,100 Location: Estimatedweekly Impressions: 202,574 Location: Estimatedweekly Impressions: Location: Estimatedweekly Impressions: 323,851 Location: . , 3rd Floor, La Crosse, WI 54601 SS EXP 83 550' W/O CONWAY, RD MISSION LOSEBANOS 83790' W/O EXP NS RD, ALAMO TOWER 83 1300’ EXP E/O NS Exp US . 83, At 1 At 83, st
St., 0.3 mi. E/O Hutto Rd. Donna, TX 394,859
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MISSION
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2-Year College Experts St Main 502 Estimatedweekly Impressions: 358,548 Location: Estimatedweekly Impressions: 78,259 Location: Estimatedweekly Impressions: 225,720 Location: . , 3rd Floor, La Crosse, WI 54601 NS EXP 83 700' W/O MCCOLL LHR MCA MCA MCCOLLLHR 83700' W/O EXP NS RGC REDWOOD E/O 83.3MI EXP NS SS EXP 83 W/O MI 1 EAST RD,
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MERCEDES MERCEDES
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2-Year College Experts St Main 502 Estimatedweekly Impressions: 309,108 Location: . , 3rd Floor, La Crosse, WI 54601 NS EXP 83 1500’ E/O AMERICAN AUTOWAY, AL AUTOWAY, AMERICAN 83 1500’ EXP E/O NS
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Alejandra Navarro Director of Communications [email protected] 760.777.2839