Services

Marketing & Public Relations

 

Issue

Marketing and public relations support

The new District Director of Marketing, Public Relations & Governmental Affairs was a one-person shop responsible for two dynamic colleges serving approximately 25,000 students in the San Francisco East Bay Area.

She needed a support team to quickly ramp up marketing and public relations activities. She contracted with 25th Hour Communications to help her create a robust marketing plan designed to generate enrollment and create and implement a public relations plan focused on community awareness and engagement.

 

Strategy

Support, manage and create micro campaigns

  • Performed image and enrollment research

  • Crafted a public relations strategy to counter negative rumors

  • Created and implemented a robust marketing strategy

  • Supported the work to pass a $950 million facilities bond

  • Created and implemented comprehensive recruitment and awareness general and micro campaigns

  • Designed ads and bought, placed and tracked all media

  • Created program and admissions collateral – print and digital

  • Manage social media on a daily basis and during crises

  • Perform special projects as designated by Director and Chancellor

 

Results

Consistent enrollment increase

  • Working closely with the new Director we created a powerful marketing department that serves both colleges and the District

  • Helped increase marketing budget

  • Instituted research as a standard practice

  • All marketing and public relations strategies are data driven and tracked for ROI In Enrollment and headcount have consistently increased while colleges around them are down

  • Positive public perception led to the passage of a $950 million general obligation facilities bond