Marketing Report

2017

Introduction

• The following data is gathered from inquiry calls/visits, applications, and various reports.

• Recruitment activities, purchased media, website traffic, and other promotional and marketing efforts help drive students to our website and other points of contact.

• Information is used to track what kinds of advertising prompts action for various audiences.

Purpose

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.

Traditional Recruitment Activities: June 2017

During the month of June, traditional admissions representatives scheduled and talked with families visiting the campus, and made contact with individuals planning to attend the last admitted student day planned on July 14.

Cappex Inquiries June 2017

The Cappex Campaign is designed to help UMO reach more traditional students in specific core states, and students with interest in the sciences, music, art and graphic design. There were 17,709 messages sent on behalf of UMO to our core states and 88 new leads generated via Cappex.

Traditional Apps June 2017There were 72 traditional applications submitted in June 2017; undeclared, management and RLS were popular choices. The graph below shows the variation of curriculum preference of incoming new students.

Traditional Applicant Profile: June 2017

• The gender mix of traditional apps for June was 54% female.

• There were 6 applicants with military affiliation: 1 active duty, 3 dependents, 1 retiree and 1 veteran.

• Fifty-six of the traditional apps (78%) are from NC, and the remainder (16) are from out of state or country.

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16

Home Residency of Traditional Apps: June 2017 N = 72

NC Out of state

Source Mentions for Traditional Applicants

Most traditional applicants who mentioned the source of their info about UMO, said they first heard through word of mouth, web searches, college/educational fairs and other sources.

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How Traditional Apps First Heard at UMO: June 2017 N = 72

Nontrad Recruitment Activities: June 2017

Admissions Reps at the nontrad locations completed over 370 recruitment activities in June, with Wilmington continuing to carry the most visits. Material drop off, table/booth presence and community events helped to round out these promotional events at all locations.

Katana (formerly Hobson’s) Nontrad Leads

During the month of June, the Katana online marketing campaign produced 179 nontrad leads. The graph below depicts 13 months of activity.

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Katana Nontrad Leads: June 2016 to June 2017

Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-17

Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17

Nontrad Applications to UMO: June 2017

UMO received 264 nontraditional applications during the month of June, with the largest number coming from prospects interested in the general education, HCM, MBA and ECE programs. The graph below demonstrates the distribution of curriculum preferences for June 2017 applicants.

Gender Mix of Nontrad Applicants: June 2017

About 75% (200) of the applicants to nontrad programs, including graduate level, were female. Sixty-eight of the applicants were male.

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Gender Mix of Nontrad Apps: June 2017 N = 268

UMO is Military Friendly

UMO has been designated a “military friendly” university inrecent years. Our promotional pieces as well as our websitecarry this award designation. Below is a photo which appears in some of our marketing pieces letting military prospects know that they and their families can find special attention here.

Nontrad Applicants with Military Affiliation: June 2017

UMO’s nontrad programs continue to serve members of the military and their relatives. There were 47 applicants in the June applicant pool. Seymour Johnson AFB had the largest group (14), most of whom are on active duty. Jacksonville had 12 applicants; however, there was a good mix of active duty, dependents, reservists, veterans and retirees in that group. There were no military affiliations in the applicant pool for MSN/MEd and Washington programs.

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Military Affiliation of Nontrad Apps: June 2017 N = 47

How June 2017 Nontrad Applicants First Heard about

UMONontrad applicants got their information about UMO in various ways, with word of mouth (75), radio (34), web searches (25), online ads (21) and billboards (20); other modes of communication were also listed.

Evening College/JCC Applicant Profile: May 2017

• There were 55 applications to Evening College/JCC, including 3 individuals who have military affiliation

• Females outnumbered males, 44 to 14.

• Programs with high numbers of interest included HCM, and business management, and general studies. Teacher licensure and ECE were also popular.

• Word of mouth, billboards and other forms of communication were this group’s source of first heard information about UMO.

Jacksonville Applicant Profile: June 2017

• There were 29 applications to the Jacksonville site in June, with 12 having military connections

• There were 18 female applicants and 11 males.

• The top programs of interest were ECE management and HCM.

• Most applicants heard about UMO via tv and radio ads, word of mouth and online ads.

New Bern Applicant Profile: June 2017

• There were 14 applicants to the New Bern location in June, with 2 having military affiliation.

• There were 14 females and 1 male applicant.

• The program interest varied, with HCM being the most popular.

• Most New Bern applicants heard about UMO for the first time via word of mouth and radio TV.

RTP Applicant Profile: June 2017

• The RTP location had 39 applications during June. Five (5) applicants had some affiliation with the military.

• Thirty (30) of the applicants were female and 9 were male.

• Most applicants got their information via word of mouth, radio and online ads.

• Programs mentioned most often included ECE and management.

SJ Applicant Profile: June 2017

• There were 16 applications to the SJ location in June, with 14 having military affiliation.

• Twelve (12) applicants were male and 4 were female.

• Most applicants heard about UMO via word of mouth and various other modes of communication.

• Some SJ applicants were undeclared, while others had varying interests but no majority: accounting, HCM, Management, CIS, business admin (UG), and general studies.

Washington Applicant Profile: June 2017

• The Washington location had 18 applications in June, with no military affiliations.

• Three (3) applicants were male and 15 were female.

• Most of these applicants first heard about UMO via word of mouth and radio ads.

• HCM, HRM and ECE are the programs with the highest level of interest.

Wilmington Applicant Profile: June 2017

• There were 16 applications to the Wilmington location, with 14 females and 2 males.

• Three (3) applicants have military affiliation.

• Applicants first heard about UMO via WOM, radio and other sources.

• Management, ECE and HCM were the most popular curriculum preferences.

First Heard about UMO for Online Applicants: June 2017

• UMO offers the MBA, BSN, CJ and associate degree programs fully online. There were 28 applications to the MBA program in June, 14 for general studies, 18 for the RN to BSN, and 10 for the CJC program.

• Twenty-one (21) of the MBA applicants were female and 7 were male. Of the 42 undergrad online programs, there were 33 females and 9 males.

• Three (3) of the MBA apps have military affiliation, and 5 of the undergrad apps have military affiliation.

• MBA apps found their info about UMO via web searches, word of mouth, online ads, radio and other sources. Undergrad apps first heard about UMO via word of mouth, web searches and radio.

• MBA apps were mostly from NC; one (1) was from out of county and one (1) was from out of state. All undergraduate online applicants were from NC.

MEd and MSN Applicant Profile: June 2017

• There were 2 MEd and 5 MSN apps during the month of June.

• All Applicants were female.

• No applicants had military affiliation.

• These applicants first heard about UMO via word of mouth and other sources.

Traffic to umo.edu• There were over 52,000 visits to umo.edu in June 2017.About 31% of the visitors were newcomers, 68% were female and about 1/3 were ages 18 to 24 years.

• About 23% of the viewers were ages 25-34, and about 20% were ages 35-44.

• The average visit length of time was about 2.5 minutes and the number of pages viewed averaged about 2 each.

• About 70% of the views were via desktop computers, about 26% were mobile views and the remainder were viewers using tablets.

Phone Calls Received

During the months of June 2017 UMO admissions phone lines received 212 calls from 169 unique callers. Over half of the calls went directly to the switchboard, about 20% went to the traditional admissions office, and the remainder went to nontrad locations. In the six month period, January to June 2017, there were 1,465 calls from 1,085 unique callers. About 60% of the calls went to traditional admissions.

Six Month Comparisons: Jan-June 2017—Apps Received

During the first six months of 2017, UMO received 2,560 applications, 1,721 (67%) nontrad and 839 traditional. The greatest number of apps received occurred in January, with a total of 535 (342 nontrad and 193 trad). The lowest number of apps received occurred in June 2017.

Jan Feb Mar Apr May June

Nontrad 342 267 261 259 324 268

Trad 193 148 174 134 118 72

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Six Month Apps Rec'd Comparison: Jan-June 2017 N = 2560

Nontrad Trad

Six Month Comparison: Applicant Gender Mix—Jan to June 2017

• In the first half of 2017, UMO received 2,560 applications, with 68% being from women.

825, 32%

1735, 68%

Gender Mix All Applicants: Jan - June 2017 N = 2560

Males

Females

Six Month Comparison: Gender Mix Nontrad Apps Received—Jan-June

2017

Women continue to outnumber men in the nontrad applicant pool. During the first half of 2017, there were 1279 female (74%) and 442 male applicants to nontrad programs.

Jan Feb Mar Apr May June

Nontrad Male 87 66 71 69 81 68

Nontrad Female 255 201 190 190 243 200

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Six Month Gender Comparison--Nontrad Apps: Jan to June 2017 N = 1721

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Six Month Gender Comparison: Trad Students—Jan to June 2017

During the first half of 2017, UMO received 839 traditional applications, 54% of which were women. The most apps were received in the month of January.

Jan Feb Mar Apr May June

Trad Male 79 69 84 60 58 33

Trad Female 114 79 90 74 60 39

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Six Month Gender Mix--Trad Apps: Jan -June 2017 N = 839

Trad Male Trad Female

UMO Receives College of Distinction Designation

For the second year, UMO has been recognized as a college of distinction. To be designated a “college of distinction,” a school’s curriculum must emphasize such core competencies as critical thinking, writing, oral skills, research, and global perspectives.

Conclusions: June 2017

1. UMO continues to attract a greater percentage of women applicants vs. males, with the nontrad programs providing the greater ratio difference.

2. Word of mouth (WOM), web searches, radio, billboards and online ads, along with other forms of communication, demonstrate that the UMO target audience of nontrads get their information from variable sources. Traditional students also rely on word of mouth and web searches; however, college fairs and other sources also provided info to this target group.

3. UMO continues to be known as a military friendly institution where veterans, retirees, active duty, dependents and reservists can find the right program fit, dependable services and special advisors to help them afford a college education.

4. Undecided majors continue to fill the traditional applicant pool, and the online undergraduate program.

5. Nontrad programs with the greatest popularity continue to be general studies, HCM, MBA online, ECE, CJC, Management and RN to BSN.

6. Visitors to umo.edu mostly use desktops to view the page, but the number of tablet and cell phone devices has increased.

Thanks

Thanks to Jennifer Merritt, Georgette Prichard and UMO admissions representatives for their help in compiling the information for this report.