Hampton U Online Annual Report

IMPLEMENTATION IMPACT

IMPLEMENTATION IMPACT // MEDIA ASSETS

We have worked together to develop a media plan that takes into account the different and necessary communication buckets aimed to help drive users further
down the funnel and closer to a conversion/enrollment.

TARGET AUDIENCE SEGMENTS Prospective Student Awareness Goal: Drive Interest
Create awareness among
Entering college for the first time Print, Direct Mail, Collateral, Social
Media, Emails, SEM target audience(s)
Career Changer
Consideration + Qualification Goal: Educate, Drive Demand
Looking to change their existing career Explore Hampton UO
Website, Retargeting, Brochures, and learn more
Career Advancer Videos
Goal: Drive Enrollment Intent
Wants to reach the next step in their Presenting + Closing Generate quality applications to
career through education
Online Retargeting, Social Retargeting, Hampton UO
Drip Campaigns, Website
Goal: Create Loyalty
Happily Endorse (Post-Close) Stay connected with Hampton

Website, Social Media, Drip Campaigns UO and share their story

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IMPLEMENTATION IMPACT // WEBSITE OPTIMIZATION

• CRM + Email Marketing Set Up: Establish a MailChimp account in oder to manage prospective students,
applications, accepted students, current students, and alumni

• Entry Points: Identify opportunities to capture users' information in order to add them as a prospect
within MailChimp

• Form Handlers: Ensure all forms / lead capture opportunities are integrated with MailChimp so users are
being imported into the CRM in real-time for follow-up communication

• Form Fields: Audit existing forms to develop a form field strategy designed to segment users based on
their audience type, program of interest, and any other relevant details

• Event Triggers: Introduce communication points associated with triggers (backed by automation rules,
custom URL redirects, and form handlers) for our audience to self-identify where they are within their
unique brand experience with Hampton UO

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FRAMEWORK + MESSAGING RECOMMENDATIONS

CAMPAIGN FRAMEWORK // AWARENESS

AWARENESS CAMPAIGN FRAMEWORK

Prospects who have submitted their contact information through a
website form, career fair/event, social media, or other entry point.

Email 1
We Are Hampton University Online

Email 2
Introduction to Our Programs

Email 3
Why an HBCU Might Be Right For You

Email 4
What Makes Hampton UO Different

Email 5
Apply Today

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CAMPAIGN FRAMEWORK // CONSIDERATION

CONSIDERATION CAMPAIGN FRAMEWORK

Prospects who have submitted an application for enrollment with
Hampton University Online.

Email 1
Thank You For Your Application

Email 2
Explore Our Academic Catalog

Email 3
Financing Help + Planning

Email 3
Transferring? We Can Help

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CAMPAIGN FRAMEWORK // INCOMING STUDENT

INCOMING STUDENT CAMPAIGN FRAMEWORK

Applicants who have been accepted into Hampton University’s Online
program for the upcoming semester.

Email 1
Welcome to Hampton UO!

Email 2
Meet Your Advisor

Email 3
Register for Classes

Email 4
Get Set Up On Blackboard

Email 5
Tuition Questions

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CAMPAIGN FRAMEWORK // LOYALTY

LOYALTY CAMPAIGN FRAMEWORK

Students who have graduated or completed a program with Hampton
University Online.

Email 1
ConGRADulations!

Email 2
Share Your Story

Email 3
Keep in Touch

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CREATIVE APPENDIX

























ONWARD.
TOGETHER.