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Rowan University COLLEGE OF GRADUATE & CONTINUING EDUCATION

Rowan University COLLEGE OF GRADUATE & CONTINUING EDUCATION. CUPRAP 2014 ANNUAL CONFERENCE. ROWAN UNIVERSITY. Public Institution founded in 1923 located in Southern New Jersey Approximately 12,000 undergraduate students and 2,000 graduate students

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Rowan University COLLEGE OF GRADUATE & CONTINUING EDUCATION

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  1. Rowan UniversityCOLLEGE OF GRADUATE & CONTINUING EDUCATION CUPRAP 2014 ANNUAL CONFERENCE

  2. ROWAN UNIVERSITY • Public Institution founded in 1923 located in Southern New Jersey • Approximately 12,000 undergraduate students and 2,000 graduate students • Established College of Professional & Continuing Education and entered the Online market in 2007 • Merged Professional & Continuing Education with the Graduate School and became the College of Graduate & Continuing Education (CGCE) in 2010

  3. Evolution of CGCE

  4. Target Market Adult Student Market

  5. Building Campaigns Three Tiers

  6. Tier 1: Branding Media Mix • Print • Newspaper • Magazine • Digital • Banner ads • Broadcast • Television • Radio • Signage • Outdoor (e.g.,billboards, transit) • Indoor (posters, flyers) • Digital Signs

  7. Tier 2: College/Area of Study Media Mix • Print • Industry Magazines • Digital • Banner ads on industry sites • Search Engine Marketing (SEM) • Broadcast • Television • Radio • Direct Mail • Postal • Electronic • Signage • Outdoor (billboards) • Indoor (posters, flyers) • Digital

  8. Tier 3: Program Specific Media Mix • Print • Industry Magazines • Digital • Industry Site Banner ads • Pay-per-lead education portals • Search Engine Marketing (SEM) • Direct Mail • Electronic

  9. 2012-2013 Media Percent of Budget

  10. RU Online Student Profile

  11. Online vs. Face-to-Face Course Enrollment

  12. Projected Media Percent of Budget

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