Hampton U Online Annual Report

BUILDING THE FOUNDATION
OF EDUCATION’S FUTURE.

x

May, 21 2021 | Ammunition x Hampton U Online - Work Highlights

TABLE OF CONTENTS

3 Driving Enrollment
14 Expanding HUO’s Social Presence
38 Amplifying Brand Awareness
45 Framework for the Future
58 Creative Appendix

DRIVING ENROLLMENT

3

PLANNING PARAMETERS

• Media Spend: $36,385 placement
• Campaign Live Dates:

• Recommendation: 7/1 - 8/12 (6 weeks)
• Geography: Virginia, Columbia, SC DMA, Augusta-Aiken DMA, Charlotte NC DMA, Atlanta DMA, Houston DMA, Orlando-

Daytona Beach DMA, Chicago DMA, Detroit DMA, Savannah DMA, Baltimore DMA, Washington DC DMA, New Jersey, New York
• Target Audiences:

• Primary: Graduate degree applicants
• Secondary: Undergraduate applicants
• Plan Considerations:
• Program needed to generate overall awareness and drive demand
• Degree programs needed to generate leads and drive applications
• Identify new geo-location enhanced opportunities to target both audience segments
• Create a fluid environment to optimize investment towards higher performing campaigns

4

TARGETING DETAILS

• Behaviors
• High school graduates
• Military families
• Military spouses
• Partially completed degrees
• Persons interested in career advancement
• Persons interested in in a career change

• Demographics
• Age range 18 - 45
• HHI > $30,000 / year

• Budget Allocation
• Career Advancers: 75%
• Undergraduates: 25%

5

6

FACEBOOK // CAMPAIGN PERFORMANCE

7/1 - 7/7 IMPRESSIONS CLICKS CTR CONVERSIONS
7/8 - 7/14 11
7/15 - 7/21 417,638 1,172 0.25% 3
7/22 - 7/28 496,557 824 0.30% 100
7/29 - 8/4 378,492 979 0.48% 84
8/5 - 8/12 622,514 2,389 0.38% 88
406,036 1,790 0.44% 78
TOTAL 369,262 1,644 0.45% 364
GOAL 2,690,499 8,798 0.38% -
44,000 1,100 0.73%
7

FACEBOOK // CAMPAIGN PERFORMANCE

• Facebook turned out to be an extremely strong lead generation source for Hampton UO’s Fall 2020 Campaign with 364 leads
from the platform alone

• Clicks and impressions surpassed campaign goals within the first two weeks, indicating that we can set the bar quite a bit
higher when developing click + impression goals for the next campaign

• The CTR for the campaign maintained between a range of 0.30-0.48% throughout the campaign indicating a more realistic
0.45% goal for the next campaign (more in line with Education benchmark)

• The CPL for Facebook wrapped at $70.18 - which is much lower than at the launch of the campaign and surpasses
benchmark expectations

• NY, Atlanta, and Washington DC remained our top engagement markets throughout the length of the campaign with Atlanta
and D.C. competing for 2nd highest market WoW

• Our primary age group was ages of 25-34 years old with slightly more engagement from women

8

9

LINKEDIN // CAMPAIGN PERFORMANCE

IMPRESSIONS CLICKS CTR CONVERSIONS
64,386 0
7/1 - 7/7 79,460 454 0.71% 2
7/8 - 7/14 123,165 4
7/15 - 7/21 5,073 347 0.88% 1
7/22 - 7/28
7/29 - 8/4 272,084 940 0.76% 7
8/5 - 8/12 180,000 -
18 0.35%
TOTAL 10
GOAL Budget Reallocated to Facebook

Budget Reallocated to Facebook

1,759 0.68%

1,100 0.35%

LINKEDIN // CAMPAIGN PERFORMANCE

• LinkedIn proved to be a platform better served to increase awareness vs. lead generation, hence the budget reallocation to
align with the goals of this specific campaign

• That said, impressions and clicks surpassed the goals for the campaign within the first few weeks, indicating our audience
targeting was spot on and garnering valuable views and engagement

• The CTR for LinkedIn outperformed our goal of 0.35% at 0.68%, indicating a high level of interest in clicking through to learn
more, but a lack of overall conversion on the landing page

• We saw 7 applications from LinkedIn with a CPL of $869.36
• NY remained the largest market throughout the campaign, followed by Chicago, Washington DC, and Houston
• 28% of our audience was entry level employees

11

12

LANDING PAGE // CAMPAIGN PERFORMANCE

Certificate
13%

• Engagement Metrics

• Users: 3,441 Doctorate
20%
• Sessions: 3,873 Associate
16%
• Pages / Session: 1.21

• Avg. Time on Page: 02:41 Masters

• Bounce Rate: 81.41% 13%

• Acquisition Bachelor's
38%
• The majority of website views came from LinkedIn

• Facebook drove the second highest number of website visits, although it’s
important to keep in mind that we updated FB to in-platform leads about
halfway through the campaign

• Instagram and Organic Social media each drove 1 click through to the site

• Conversion Metrics

• Goal Conversion Rate: 8.37%

• Clicks to the Hampton U Online Website: 135

• Benefits Carousel Clicks: 14

• Form Submissions: 175

13

EXPANDING HUO’S SOCIAL PRESENCE

14



SOCIAL MEDIA STRATEGY

16

HAMPTON U ONLINE: SOCIAL MEDIA PLAYBOOK // GOALS

• Highlight Hampton U Online in a way that demonstrates a clear difference from competitors
• Build a sense of community among current students in an effort to drive brand engagement
• Reach prospective students with enrollment information, program descriptions, degree benefits, etc.
• Increase awareness of Hampton U Online among prospective students and their influencers
• Develop a unique brand personality that humanizes “Hampton U Online” while creating a consistent,

relevant, and entertaining experience for our followers
• Aspirational Brands:

• Liberty University
• SNHU

17

HAMPTON U ONLINE: SOCIAL MEDIA PLAYBOOK // OBJECTIVES

HOW WE WILL CALCULATE SUCCESS KEY PERFORMANCE INDICATORS

Use KPIs to put a tangible performance measurement on our • New Followers
social media efforts • Impressions + Reach
• Engagement Rate
Use awareness metrics to examine brand lift, conversion metrics • Click-Through Rate
to determine how our audience is engaging with our social • Website Visits
channels, and conversion metrics to see if our social content is
driving users toward an action

18



HAMPTON U ONLINE: SOCIAL MEDIA PLAYBOOK // BRAND VOICE, TONE + CHARACTER

VOICE Proud
Smart
Friendly

TONE Inspirational
Elevated
Helpful

CHARACTER Aspirational
Conversational
Engaging

20



HAMPTON U ONLINE: SOCIAL MEDIA PLAYBOOK // AUDIENCE DEFINITION

PROSPECTIVE STUDENTS Platforms: Facebook, LinkedIn, Instagram, Twitter
Messaging Objective: Drive enrollment, increase awareness

PROSPECTIVE STUDENT INFLUENCERS Platforms: Facebook
Messaging Objective: Increase awareness

CURRENT STUDENTS Platforms: Facebook, LinkedIn, Instagram, Twitter
Messaging Objective: Build a sense of community, encourage engagement, drive affinity

ALUMNI Platforms: Facebook, LinkedIn, Instagram
Messaging Objective: Build a sense of community, encourage engagement, drive affinity

FACULTY + STAFF Platforms: Facebook, LinkedIn
Messaging Objective: Encourage engagement

22



HAMPTON U ONLINE: SOCIAL MEDIA PLAYBOOK // CONTENT CATEGORIES

DRIVE ENROLLMENT NEWS, EVENTS + INFO INSPIRATION HBCU CATEGORY LEADER

Educating our target Promotion of awards the brand Highlighting alumni who have Showcase what makes
audiences on why Hampton U has won, job fairs, class built successful careers based Hampton U Online unique and
Online is the right choice for outstanding among HBCU’s.
schedule changes, donation on their Hampton U Online
their higher education. drives, etc. degree, current student
experience, etc.



HAMPTON U ONLINE: SOCIAL MEDIA PLAYBOOK // CUSTOMIZED MESSAGING STRATEGIES

• Leverage user generated content from students and faculty in an effort to increase organic engagement
and build out a deep creative resource bank

• Use culturally relevant news/topics to inform content calendars
• Introduce branded hashtags:

• #HamptonUOnline
• #HamptonyoU
• #HBCU
• #WhereWillYouGoFromHere

26



ORGANIC SOCIAL MEDIA REVIEW // REPORTING

INSTAGRAM HAMPTON U ONLINE HAMPTON U ONLINE % CHANGE
FACEBOOK April 2020 April 2021 49.42%
LINKEDIN 264 394 6.35%
TWITTER 5,300%
2,411 2,564 17.5%

0 53 28

40 47

*Follower counts pulled 4/17/20 and 4/19/21.

ORGANIC SOCIAL MEDIA // KEY TAKEAWAYS

• Platforms now have a signature Hampton UO look and feel. By introducing “brand guidelines” to organic
platforms, we’ve developed a unique look and feel that becomes associated with Hampton UO

• Creative is now sized for each platform to ensure that imagery is poised for the highest user engagement
on each channel

• Content Calendars are leveraged in order to ensure that we are varying content categories and keeping our
audience engaged across all platforms

• Traffic to the website has increased more than 200% YoY
• Campaign URLs are used for each post in order to gain insight into acquisition sources from organic social

media channels to the Hampton U Online website
• Posting is no longer sporadic and follows a regular cadence across social channels

29

INSTAGRAM - BEFORE INSTAGRAM - AFTER

30

SOCIAL MEDIA REPORTING

• Instagram
• Our average “like” count has increased from 2 to 12 likes
• We have more than 130 new followers
• Engagement rates are up more than 50%
• We see the highest engagement with posts that celebrate HBCU’s and what makes Hampton U
Online a unique place to earn a degree

31

FACEBOOK - BEFORE FACEBOOK - AFTER

32

SOCIAL MEDIA REPORTING

• Facebook
• Pageviews are up 212%
• Post reach is up 342,991%
• Post engagement is up 8,531%
• More than 100 new followers in the past year
• Our highest engagement comes from posts where we share helpful tips + information with students
and perspective students

33

LINKEDIN - BEFORE LINKEDIN - AFTER

34

SOCIAL MEDIA REPORTING

• LinkedIn
• Reactions are up 200%
• We have created a strong follower base of 53 from 0
• We are getting solid traffic from a Military based audience interacting with our content
• Top engagement comes from posts that center around the idea of career advancement

35

TWITTER - BEFORE TWITTER - AFTER

36

SOCIAL MEDIA REPORTING

• Twitter
• Average tweets per month is up to 6
• Tweet impressions have increased to more than 2,500 per tweet - almost 350%
• We send about 100 clicks through from Twitter to the website per month on average
• The top performing tweets are informative or drive followers to the Hampton Website for more
information about an opportunity

37



AMPLIFYING BRAND AWARENESS

39

PLANNING PARAMETERS

• Geography: USA (National)
• DMA’s will be optimized based on performance throughout the campaign
• We will break the campaign into regions as needed in order to adjust budget in order to increase performance based
on metrics throughout the campaign’s flight

• Target Audiences:
• Primary: Career advancers
• Secondary: Undergraduate applicants

• Plan Considerations:
• Program needed to generate overall awareness and drive traffic to the Hampton UO Website
• Media assets should encourage engagement and push users closer to applying to Hampton UO
• Identify new geo-location enhanced opportunities to target both audience segments
• Create a fluid environment to optimize investment towards higher performing campaigns

40

TARGETING DETAILS

• Behaviors
• High school graduates
• Military families
• Military spouses
• Partly completed degrees
• Persons interested in career advancement
• Persons interested in in a career change

• Demographics
• Age range 18 - 34
• HHI > $30,000 / year
• Entry Level Employees

• Budget Allocation
• Career Advancers: 70%
• Undergraduates: 30%

41

42

MEDIA REPORTING // BRAND AWARENESS

LINKEDIN REACH CLICKS CTR
FACEBOOK 247,527 131 0.04%
783,036 1,833 0.11%
TOTAL 1,030,563 1,964 0.08%

Metrics cover 4/15/21 - 5/12/21. 43

MEDIA REPORTING // BRAND AWARENESS- FACEBOOK Age

Gender

Men 18-24
70% 41%

Uncategorized 25-34
1% 59%
Women
29%

Metrics cover 4/15/21 - 5/12/21. 44
Metrics based on ad reach

45

FRAMEWORK FOR THE FUTURE

46

MARKETING AUTOMATION

47

MARKETING AUTOMATION CAMPAIGN GOALS

PROGRAM OBJECTIVES

• Leverage high-level brand creative that uniquely positions Hampton University Online to be able to
connect with today’s incoming college students, career changers, and career advancers

• Track engagement and content consumption to ensure that we are communicating the right
message with our target audiences during each inflection point of their interactions with
Hampton University Online

• Deliver content that provides our audiences with the education they need to learn more, the CTA’s
to help guide them towards a conversion (application with Hampton), and ongoing messaging to
help current students and alumni connected with Hampton University Online

• Leverage automated email and adtech systems to maximize audience engagement and to
cultivate and generate meaningful applications to increase student enrollment

48

MARKETING AUTOMATION CAMPAIGN GOALS

We aim to guide our target audiences through their unique brand interaction from
initial point of awareness, through to a conversion/enrollment, and beyond.

Awareness Consideration Presenting + Happily
+ Qualification Closing Endorse
(Post-Close)

OUR APPROACH // RECOMMENDED TECH STACK

In order to gain the necessary data to power this program, the following technology platforms will be utilized as the foundation of our engagement, providing the
insights and analytics to create this highly personalized creative and dynamic messaging for each prospect

Tracks user behavior, powers all forms, Delivers personalized ads based on user’s Tracks user behavior on all digital properties
enables email automation campaigns desires/needs Tracks performance of media efforts

Central database to which all platforms sync 50
Compiles and manages all user data in “nurture” lists

Enables Hampton UO to manage prospective, and current
students’ profiles