GRADUATE ENROLLMENT MARKETING PLAN

1. GRADUATE ENROLLMENT MARKETING PLAN WORKING VERSION 3.0

2. RECENT IMPLEMENTATION & ACCOMPLISHMENTS • Conducted a brand perception and program analysis study • Assessed market position in terms of marketing spend • Connected our systems for better data and tracking throughout student journey • Refreshed lead nurturing campaigns for all graduate programs • Engaged new 24 hour outreach strategy • Added new communication channels • Launched a streamlined graduate application • Developed more robust yield communication strategy • Exceeded spring graduate goals by 61%

3. 2019 GOALS PRIMARY • Arrest the decline of graduate enrollment trend by increasing enrollment by 39.5% or 311 students over Fall 2018 baseline SECONDARY • Enhance Dominican’s reputation with prospective students by 2% as measured by brand perception survey • Activate brand ambassadors to expand Dominican’s reach in key geographic and influencer markets

4. OVERVIEW

5. Media Strategy • Goal: increase prospective student inquiry volumes • Cross-funnel approach • Bid on branded graduate keywords as well as programmatic keywords to capture a student no matter their stage. • Largest investment in the middle of the funnel to generate inquiries from students actively researching through paid search. • These prospects are typically deeper in their searches and have higher intent.

6. Media Strategy • Multi-layered approach • Paid Search (PPC) • Social Media Ads • Display/Retargeting • Support how people search for information online • Test, test, test • Use analytics to inform next steps

7. Rationale • The shift from program ads to brand ads comes from a careful analysis of media performance to date • The chart to the right shows the percentage of total inquiries by school generated by each type of ad • Across all schools and colleges, brand ads outperformed program ads and drove more inquiries at a lower cost • In order to reach our aggressive Fall goals, it’s important to shift strategy based on performance

8. BRAND ADVERTISING • Diversify media mix to maximize visibility with prospects and influencers at the top of the funnel. • Paid search, paid social, display, remarketing • Billboards along major arteries • Bus wraps and transit ads to reach commuter population • Highly-targeted audio and banner ads on Pandora and Spotify. • High visibility print placements • Elevate brand perception with promotion of recent U.S. News rankings and career-focused graduate degrees Sample bus back ad

9. PROGRAM ADVERTISING • Optimize for inquiries through paid search • Leverage alumnae/i discount through direct mail, email, SMS • Convey value through print ads in select industry publications • Expand pipeline with purchased email databases

10. OTHER KEY OBJECTIVES • Grow the pipeline with strategic outreach to niche audiences • Promote pathways to increase undergraduate to graduate conversion • Enhance web content and email outreach for improved inquiry-to-application conversion • Activate friends of the University to serve as brand ambassadors

11. ANTICIPATED RESULTS

12. Learn More • The full graduate marketing plan is available in the Vice President for Enrollment Management and Marketing’s office. • Please contact Genaro Balcazar to arrange picking up a copy.