Hampton U -Online - Annual Report 2021

Annual Report
Hampton U Online 2021

Building a Framework and Foundation for Capacity

“It is not the beauty of the building you should look at: it’s the construction of
the foundation that will stand the test of time.” – David Allen Coe

Annual Report — Hampton U Online 2021

Building a Framework and Foundation for Capacity

~‘lt is not the beauty of the building you should look at: it’s the construction of
the foundation that will stand the test of time.” — David Allen Coe

Introd uction

When constructing an edifice of great magnitude, engineers and architects will express the
importance of having the proper foundation and framework. The larger the building the more
time is spent planning, developing, and implementing/strengthening for its formation. With a
goal to obtain 10,000 by 2023, this past year was spent building a framework and foundation that
would support that goal. Despite the impacts of the Covis-19 pandemic, this report will present
valiant efforts that were implemented toward constructing a foundation that would meet future
capacity demands. There were three goals that were established: Streamline the admission
process, improve service to students and increasing enrollment.

Innovations

New Web and Social Presence
One of the most attractive things about Hampton University is the beautiful campus and location.
The web site and the social media presence for Hampton U Online were redeveloped to match
the physical beauty of the campus.

Hampton U Online Website
There was a total reconstruction of the website to make our information and access to the
application more appealing and accessible to our students. Efforts such as these usually take
more than a year to complete. The reconstruction of the web site, with the help of the CenLer
for Information Technology, was done in three months.

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Soda Media Presence
Hampton U Online engaged with Ammunition to develop a professional social presence (on
Faceboook, Instagram and Linkedin) for Hampton U Online. Appendix A — Ammunition Wrap
Report provides details of this effort.

Ellucian Recruit CRM
Ellucian CRM Recruit is a comprehensive solution that supports the entire recruiting and
admissions lifecycle. The system, at its optimal capacity allows the university to build
and maintain relationships with potential students while also managing the entire A
recruitment CRM (candidate relationship management) system is a tool that allows hiring
professionals to build and maintain relationships with job candidates while
simultaneously managing the entire recruitment process.

Prior to 2020, Recruit was mainly used as a application repository and was not optimized to used
the relationship management features. During the past year, the Hampton U online has
identified and partially implemented features that have greatly impacted our ability to maintain
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features include the ability to run reports on student statuses and integration with Banner. For
full optimization, we have engaged with a consultant for full optimization to Hampton U Online’s
needs. The full optimization plan and schedule for implementation is located as Appendix B —
CRM Optimization Schedule and Implementation Plan.

Booker I—Al ChatBot

In an effort to improve customer service to our students, Hampton U Online deployed a new

artificially intelligent chatbot, Booker T, guide and support students 24/7 through the admissions 4
and enrollment process. The use of the bot freed Hampton U Online staff to focus on answering

more detailed questions posed by our students. Over 2,000 users have asked questions to

Booker T since August 2020. Notes from the Strategic Program Review are located in Appendix

C —AdmitHub Strategic Program Review. In April 2021, Hampton U Online further engaged with

Admit Hub to offer retention services to current students by Nudge students when they need it

and helping them hit key enrollment and retention deadlines.

Call Center Implementation
The Hampton U Online Contact Center was fully prepared for implementation for Fall 2020. The
Hampton U Online staff spent over 80 hours with the vendor, Five9, to set up and deploy the

4

system for use. However, due to the restrictions caused by the pandemic and ability to acquire
students to work in the center this effort was put on hold.

Faculty Recruitment and Hiring
The desire to increase enrollment necessitated the increase in the number of Adjunct Faculty
pool. Hampton U Online adopted lnterfolio Faculty Search platform, to be able to better recruit
and assess candidates for adjunct faculty positions. The centralized, digital approach streamlined
tasks that were previously tedious and time-consuming. It has eliminated the pains of manually
managing the application and approval processes and increased the speed at which faculty can
be hired to support new programs.

Number of Positions Posted 22
Number of Applications Recived 35
Number of Interviews Conducted 8
Number of Recommendations for 6
Hire

Increased Support for Veterans and Military
Military Student Online Community — Virtual Veterans Success Center
The Virtual Veterans Success Center was launched in Blackboard to assist military affiliated
students in their matriculation at Hampton U Online.

VA Catalog Approval
Hampton U Online received renewed approval to offer programs to military affiliated students.
This approval was past due and had not been conducted in several years.

SCO file alignment
A complete internal audit of the files of military affiliated students was conducted and to ensure
compliance to government mandates.

New Programs/Partnerships
Under the advisement of the Hampton U Online Committee, Hampton U Online developed new
programs offerings

• *Home Health Aide
* Phlebotomy Technician
* Phlebotomy with EKG Technician

• B.A. Psychology (accepting applications of interest awaiting SACS acknowledgement,
curriculum attached in Appendix 3 — New Program Curricula)

• B.S. Computer Information Systems - (accepting applications of interest awaiting SACS
acknowledgement, curriculum attached in Appendix D — New Program Curricula)

*These are non-credit courses that will be offered by an agreement with Condensed
Curriculum International (CCI). These courses will be available no later than June 30, 2021.

Organizational Memberships
Memberships in national organizations allow institutions to keep abreast of current trends in the
field and also positions them as innovators in the distance learning space. In 2020, Hampton U
Online joined three important organizations:

• University Professional and Continuing Education Association (UPCEA) is an American
non-profit association for professional, continuing, and online higher education.

• Online Learning Consortium (OLC) is the leading professional organization devoted to
advancing quality online learning by providing professional development. The Director
of Hampton U Online was able to attend the virtual Leadership in Online Learning 7
Mastery Series which focused on organizational structure, policy, and common funding
models related to online learning programming at the institutional level.

• WCET brings together colleges and universities, higher education organizations, and
companies to collectively improve the quality and reach of e-learning programs. WCET’s
mission is to accelerate the adoption of effective practices and policies, advancing
excellence in technology-enhanced teaching and learning.

Enrollment Data
In summary, enrollment for Hampton U Online had a downward trend from Spring 2020. This
can be attributed to several factors including the discontinuation of the automatic enrollment
process and the CoVidl9 pandemic. However, the updating of business processes related to the

7

CRM and the revision of the admission process for graduate programs, the numbers of students
in the programs for Summer began a trend of recovery based on last Summer of enrollment of
184 and this Summer’s enrollment of 260 students. Detailed enrollment data, which includes
major counts, can be found in Appendix E— Enrollment Data Spring 2020—Summer 2021. Note:
The enrollment data was captured from the Active Student enrollment report in Argos.

Spring 2020 367
Spring 2021 330
Fall 2020 358
Summer 2020 184
Summer 2021 260

Appendix A – Ammunition Wrap Report

BUILDING THE FO
OF EDUCATION’S

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

OUNDATION
S FUTURE.

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 EN

NROLLMENT

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,

Daytona Beach DMA, Chicago DMA, Detroit DMA, Savannah D
• Target Audiences:

• Primary: Graduate degree applicants
• Secondary: Undergraduate applicants
• Plan Considerations:
• Program needed to generate overall awareness and drive
• Degree programs needed to generate leads and drive ap
• Identify new geo-location enhanced opportunities to tar
• Create a fluid environment to optimize investment towar

, Charlotte NC DMA, Atlanta DMA, Houston DMA, Orlando-
DMA, Baltimore DMA, Washington DC DMA, New Jersey, New York

e demand
pplications
rget both audience segments
rds 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 CLIC
7/8 - 7/14
7/15 - 7/21 417,638 1,1
7/22 - 7/28 496,557 82
7/29 - 8/4 378,492 97
8/5 - 8/12 622,514 2,3
406,036 1,7
TOTAL 369,262 1,6
GOAL 2,690,499 8,7
44,000 1,1

CKS CTR CONVERSIONS
11
172 0.25% 3
24 0.30% 100
79 0.48% 84
389 0.38% 88
790 0.44% 78
644 0.45% 364
798 0.38% -
100 0.73%
7

FACEBOOK // CAMPAIGN PERFORMANCE

• Facebook turned out to be an extremely strong lead generatio
from the platform alone

• Clicks and impressions surpassed campaign goals within the f
higher when developing click + impression goals for the next c

• The CTR for the campaign maintained between a range of 0.30
0.45% goal for the next campaign (more in line with Education

• The CPL for Facebook wrapped at $70.18 - which is much lowe
benchmark expectations

• NY, Atlanta, and Washington DC remained our top engagemen
and D.C. competing for 2nd highest market WoW

• Our primary age group was ages of 25-34 years old with slight

on source for Hampton UO’s Fall 2020 Campaign with 364 leads
first two weeks, indicating that we can set the bar quite a bit
campaign
0-0.48% throughout the campaign indicating a more realistic
n benchmark)
er than at the launch of the campaign and surpasses
nt markets throughout the length of the campaign with Atlanta
tly more engagement from women

8



9

LINKEDIN // CAMPAIGN PERFORMANCE

7/1 - 7/7 IMPRESSIONS CLIC
7/8 - 7/14 64,386
7/15 - 7/21 79,460 45
7/22 - 7/28 123,165 34
7/29 - 8/4 5,073 94
8/5 - 8/12 1
272,084 Budge
TOTAL 180,000 Budge
GOAL 1,7
1,1

CKS CTR CONVERSIONS
0
54 0.71% 2
47 0.88% 4
40 0.76% 1
18 0.35%
et Reallocated to Facebook 7
et Reallocated to Facebook -
759 0.68%
100 0.35% 10

LINKEDIN // CAMPAIGN PERFORMANCE

• LinkedIn proved to be a platform better served to increase awa
align with the goals of this specific campaign

• That said, impressions and clicks surpassed the goals for the
targeting was spot on and garnering valuable views and engag

• The CTR for LinkedIn outperformed our goal of 0.35% at 0.68%
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, fol
• 28% of our audience was entry level employees

areness vs. lead generation, hence the budget reallocation to
campaign within the first few weeks, indicating our audience
gement
%, indicating a high level of interest in clicking through to learn
llowed by Chicago, Washington DC, and Houston

11



12

LANDING PAGE // CAMPAIGN PERFORMANCE

• Engagement Metrics
• Users: 3,441
• Sessions: 3,873
• Pages / Session: 1.21
• Avg. Time on Page: 02:41
• Bounce Rate: 81.41%

• Acquisition
• The majority of website views came from LinkedIn
• Facebook drove the second highest number of website v
important to keep in mind that we updated FB to in-platf
halfway through the campaign
• Instagram and Organic Social media each drove 1 click t

• Conversion Metrics
• Goal Conversion Rate: 8.37%
• Clicks to the Hampton U Online Website: 135
• Benefits Carousel Clicks: 14
• Form Submissions: 175

Certificate
13%

Doctorate Associate
20% 16%

Masters Bachelor's
13% 38%

visits, although it’s
form leads about
through to the site

13

EXPANDING HUO’S

SOCIAL PRESENCE

14





SOCIAL MEDI

IA STRATEGY

16

HAMPTON U ONLINE: SOCIAL MEDIA PLAYBOOK // GOALS

• Highlight Hampton U Online in a way that demonstra
• Build a sense of community among current students
• Reach prospective students with enrollment informa
• Increase awareness of Hampton U Online among pr
• Develop a unique brand personality that humanizes

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

• Liberty University
• SNHU

ates a clear difference from competitors
s in an effort to drive brand engagement
ation, program descriptions, degree benefits, etc.
rospective students and their influencers
s “Hampton U Online” while creating a consistent,
rs

17

HAMPTON U ONLINE: SOCIAL MEDIA PLAYBOOK // OBJECTIVES

HOW WE WILL CALCULATE SUCCESS
Use KPIs to put a tangible performance measurement on our
social media efforts

Use awareness metrics to examine brand lift, conversion metrics
to determine how our audience is engaging with our social
channels, and conversion metrics to see if our social content is
driving users toward an action

KEY PERFORMANCE INDICATORS
• New Followers
• Impressions + Reach
• Engagement Rate
• Click-Through Rate
• Website Visits

18





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

VOICE Proud
Smart
Friendly

TONE Inspirational
Elevated
Helpful

CHARACTER Aspirational
Conversational
Engaging

E + CHARACTER
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