Impact of Marketing and Collaboration for New Student Orientations
Presentation Overview
• USCard Summary
• What we did before
• Objectives
• Changes
• Results• What are we planning to do in the future?
About USC• Located in Los Angeles, CA
• Founded in 1880
• Total Enrollment: 45,500
–Undergraduate 19,000
–Grad/Professional 26,500
• Total Employees: 27,429
About USCard
• 12 Full-Time Staff
• 7-10 Student workers
• University Park customer service center and an off-campus administrative location
• Health Science Campus One Stop customer service center – provides mail and ticket service
• Satellite CSC for Fall and Spring Registration
USCard FY16-17 Transactions
Total Cards Produced
Student ID’s # of Deposits Amount of Deposits
TotalMeal Plans per term
45,758 26,565 43,625 $4,144,250 7,208
What we did before?
• ID only prior to 2014
• ID card/Family card 2014-2015
• Coin envelope
• Q&A session with parents during orientation’s breakout sessions
• Distribution of the ID card from card office
Motivation for Change• Declining discretionary deposits
• Low customer service satisfaction scores from prior year breakout sessions
• Orientations surveys: “we were unavailable to answer questions for students and parents”
• Did our marketing fit the university-wide initiative of the Trojan Experience?
Objectives
• Enhance the Trojan Experience
• Increase brand awareness of the ID card office
• Partner with Orientation Programs
• Convey what the ID can do
• Increase discretionary deposits
• Increase USCard and Tapingo mobile app downloads
Know who your students are….
• Social media savvy
• Confident and achieving
• Team oriented
• FOMO
Started with Something Small• Business card idea
• Utilize our existing partnerships and current resources
• Postcard design
• Fit the university-initiative
• Create a post-worthy experience
Evolution
Partner with Orientation Programs• Improve attendance at Student Services Expo
• USCard to “train” student orientation advisors (OA’s)
– OA received a $25 discretionary deposit to demonstrate to new students how to use discretionary
• USCard presentation during revamped breakout sessions for parents and students
Breakout Sessions
• Presented to parents about how their student will use their student ID
• Meal Plan Q & A
• Discretionary Q & A
• How to load funds to discretionary
Photo Submission
• Easy for this selfie generation
• Decrease foot traffic and wait times
• Proactive communication
–Emailed minimum 3 times prior to orientation
• Achieved 94% submittal acceptance rate
Our “Oscars”
• Packaged in an envelope personalized with the student’s name
• Student ID and Parent Card
– Explains the function of both cards
• Advertise our two apps
–USCard and Tapingo
• Explains how to add discretionary dollars
What we did during orientation days• Instagram raffle (@myuscard)
• Distribute IDs at student services fair
• One Stop Shop
Student Services FairBefore students arrive
Student Services FairStudents arrive to pick-up ID card
Student Services Fair
New additions to the Trojan Family
Results – FY16 vs FY17
• Cash discretionary deposits increased 40%
• Credit Card deposits increased 8% (+$73k)
• USCard App Downloads increased 158%
– 660 to 1,709
• Tapingo mobile app - 1,578 new registrations
• Instagram followers increased from 50 to 400+
Lessons Learned
• Postcard success! Students and parents were excited about receiving their cards that made them a part of the Trojan Family.
• Individualized, memorable and transformative experience for our students and their families.
• Partnerships make a difference
• Deposit growth slow but opportunities remain
Additional Opportunities
• Expand to graduate programs
• Scavenger hunts
• Advertise in Daily Trojan/University Trams
• Optimize for social media
• Present to staff breakfast forum
Additional Opportunities
• ID card awareness is a year-round endeavor
Questions?