Johns Hopkins Engineering for Professionals Strategic Marketing Plan April 2, 2014
introduction
the marketing, communications, and recruitment team Ken Schappelle marketing, communications, and recruitment manager Maureen Punte Alexandra Raver Alyssa Vetro design and communications recruitment and marketing communications and marketing specialist specialist specialist
agenda ■ goals ■ strategies ■ tactics ■ Q & A
goals
goals ■ Increase inquiries from prospective students ■ Increase applications from prospective students ■ Increase new enrollments from highly qualifjed applicants ■ Increase traffjc to web pages/forms with higher marketing value ■ Consistently improve social media presence ■ Strengthen the brand Strategic Goal #2 : Attract highly qualifjed and accomplished students who aspire and are driven to solve complex and challenging problems. Engineering for Professionals
strategies
strategies ■ Expand marketing efforts at the local, national, and international levels ■ Host information sessions for prospective/current students ■ Increase presence at external recruitment events ■ Enhance and increase online presence ■ Design and leverage new print and digital marketing materials ■ Collect and evaluate new data to determine the most effective ways to recruit new students and faculty Engineering for Professionals
tactics
tactics ■ advertising ■ information sessions ■ events ■ pita committee ■ research ■ social media ■ website refresh & redesign ■ print & display materials
tactics ■ advertising ■ information sessions ■ events ■ pita committee ■ research ■ social media ■ website refresh & redesign ■ print & display materials
online advertising Advertising Focus Advertising Reach program-specifjc general jhep local national international Google.com Adwords Google.com Ad Network Bing.com WashingtonPost.com/WP+ Engineering.com GlobalSpec.com DCMilitary.com EnvironmentalNewsNetwork.com IEEE.org HRMagazine.com Monster.com CareerBuilder.com EngineeringJobs.com WTOP .com Facebook.com LinkedIn.com Faculty Recruitment Chronicle.com HigherEdJobs AcademicKeys.com
print & radio advertising Advertising Focus Advertising Reach program-specifjc general jhep local national international PRINT BWI billboards San Jose (or other target market airport) Express newspaper INCOSE Insight I95 magazine Recorder/Enterprise/ Independent/Tester CSSC Asset magazine APG News JHU Engineering magazine US Cybersecurity magazine Fort Meade Alliance RADIO WTOP-FM/Federal News Radio WBAL-FM/98 Rock
Engineering for Professionals
tactics ■ advertising ■ information sessions ■ events ■ pita committee ■ research ■ social media ■ website refresh & redesign ■ print & display materials Engineering for Professionals
information sessions Engineering for Professionals hosted a series of successful information sessions in fall 2013 , which led to 120 applicants, 99 of whom were admitted with 67 enrolling. Fifteen of the seventeen programs participated. Engineering for Professionals
Fall 2013 Information Session Data online on-site at APL 23 4 9 0 Applied Biomedical Engineering Applied and Computational 34 6 5 1 Mathematics 13 2 Applied Physics 2 1 0 4 1 Civil Engineering 0 30 117 16 CS/Cyber/ISE 8 Electrical and Computer 32 5 9 3 Engineering Environmental Engineering 54 7 4 0 Programs 0 10 6 Mechanical Engineering 0 56 4 6 Systems Engineering 3 5 1 37 9 Technical Management 17 380 50 80 Subtotal no. of RSVPs no. of attendees who enrolled after going through the admissions process
Fall 2013 Information Session Data totals for online and on-site 59 % of the attendees submitted an application 83 % 68 % 45 % of the people who of the people who were submitted an application accepted enrolled were accepted in the spring 2014 term of the people who RSVP d attended
Of the 205 people who attended an information session, 67 people enrolled for the spring semester. all data as of 2/28/14
information sessions Throughout spring 2014 , Engineering for Professionals is hosting a series of online and on-site information sessions. All twenty programs will be participating. Engineering for Professionals
Spring 2014 Information Sessions Applied Biomedical Engineering Engineering Management Tuesday, March 4 TBD Applied and Computational Environmental Engineering Programs Mathematics Wednesday, March 19 Wednesday, March 26 Materials Science and Engineering Applied Physics Tuesday, March 18 Wednesday, April 30 Mechanical Engineering Chemical and Biomolecular Tuesday, March 25 Engineering Space Systems Engineering Thursday, March 27 TBD Civil Engineering Systems Engineering Thursday, March 13 Tuesday, March 11 Computer Science, Technical Management Cybersecurity, and Thursday, March 6 Information Systems Engineering Thursday, April 3 On-site at the Applied Physics Laboratory Electrical and Computer Wednesday, April 9 Engineering Wednesday, March 12
tactics ■ advertising ■ information sessions ■ events ■ pita committee ■ research ■ social media ■ website refresh & redesign ■ print & display materials Engineering for Professionals
events Recruitment staff attends graduate fairs and industry conferences each year. Grad Fair Date No. of Prospects Naval Air Station (NAS) Patuxent River 6/29 30 2013 Aberdeen Proving Ground 9/18 18 Millersville University 10/4 5 Southern Maryland Higher Education Center 11/7 5 Naval Surface Warfare Center at Carderock 2/12 21 Southern Maryland Higher Education Center 3/20 TBD Southern Maryland Higher Education Center 6/26 TBD 2014 University Center TBD TBD University Center ( JHEP -specifjc event) TBD TBD Naval Air Station ( NAS ) Patuxent River TBD TBD Idealist TBD TBD
events In 2013–2014 , we attended (or will attend) the following events to engage with prospective students and industry leaders: Conference Date(s) Participation Level Exhibitor/Sponsor INCOSE 6/24–6/27 Cyber MD Challenge Exhibitor 2013 10/8–10/9 Society of Women Engineering Exhibitor 10/24–10/26 Cyber Education Symposium Exhibitor 11/19–11/20 United States Cyber 4/29–5/2 Exhibitor Crime Conference Exhibitor/Sponsor INCOSE 6/30–7/3 Biomedical Engineering Society 10/22–10/25 Exhibitor Annual Meeting 2014 Society of Women Engineers 10/23–10/25 Exhibitor Cyber MD Challenge 10/29–10/30 Exhibitor Society of Hispanic Exhibitor 11/5–11/9 Professional Engineers NDIA SE Conference TBD TBD
tactics ■ advertising ■ information sessions ■ events ■ pita committee ■ research ■ social media ■ website refresh & redesign ■ print & display materials Engineering for Professionals
The marketing, recruitment, and communications team has partnered with the admissions and registration team to create a committee called PITA . Engineering for Professionals
pita committee The goal of PITA (Prospect/Inquiry to Applicant) is to assess and fjne-tune the student recruitment process. Three action items have stemmed from this committee so far: 1. Select and set-up a Customer Relationship Management system (CRM) 2. Follow-up on incomplete applications 3. Reach out to “stop outs” and non-enrollees Engineering for Professionals
tactics ■ advertising ■ information sessions ■ events ■ pita committee ■ research ■ social media ■ website refresh & redesign ■ print & display materials Engineering for Professionals
Successful marketing and recruitment cannot be achieved without understanding your audience and marketplace. Engineering for Professionals
research We have conducted extensive primary and secondary research to inform marketing and recruitment activities. Audience ■ Engineering for Professionals is currently conducting the following surveys: Graduating Student Survey, Newly Enrolled Student Survey, Info Session Attendee Survey, Web Habits Survey, Stop-Out Survey, and Non-Enrolled Survey. Engineering for Professionals
research Marketplace ■ To improve brand positioning within the part-time higher education marketplace, we’ve conducted secondary research looking at local and online competition . ■ We’ve reviewed data from the U.S. Bureau of Labor Statistics to gain a better understanding of the current and future marketplace for jobs in engineering and the applied sciences. Engineering for Professionals
tactics ■ advertising ■ information sessions ■ events ■ pita committee ■ research ■ social media ■ website refresh & redesign ■ print & display materials Engineering for Professionals
Prior to 2013 , Engineering for Professionals’ only social media activity was a Twitter page that served a small following. Engineering for Professionals
social media ■ Frequency and relevance of the posts on Twitter ■ Facebook, LinkedIn, Google+, and YouTube pages are launched Engineering for Professionals
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