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Cost-Effective Adult Ed Student Recruitment Campaigns: Join the National Movement with #MoveAheadWithAdultEd

College enrollment nationwide dropped 30% during the fall of 2020, as they scrambled to take their courses online in response to the pandemic, according to the National Student Clearinghouse Research Center (NSCRC) annual report. Compared that to a 1% percent decline the year before. In response to COVID-19 and declining student enrollments, Full Capacity Marketing […]

College enrollment nationwide dropped 30% during the fall of 2020, as they scrambled to take their courses online in response to the pandemic, according to the National Student Clearinghouse Research Center (NSCRC) annual report. Compared that to a 1% percent decline the year before. In response to COVID-19 and declining student enrollments, Full Capacity Marketing (FCM) partnered with the Coalition on Adult Basic Education (COABE) and the National Association of State Directors of Adult Education to create a national campaign called #MoveAheadWithAdultEd.

To jumpstart efforts in 2020, FCM developed a campaign toolkit that contained four essential communication tools to help adult educators with their student recruitment efforts; the campaign vision for 2021 is expanding.

2021 #MoveAheadWithAdultEd Campaign Vision

Adult education providers’ budgets fall woefully short in terms of the funding needed to recruit students and enroll them successfully. Additionally, they commonly use communication tactics that are often outdated and not effective in today’s pandemic environment, such as catalogs and mailers. Using automation, social media and lead capture forms could drastically expand reach to new potential students and increase enrollments.

COABE CEO Sharon Bonney explains that with limited funding and knowledge of how to effectively use digital mediums, it’s no wonder that adult education is the best-kept secret.

“Our vision for the 2021 #MoveAheadWithAdultEd campaign creates highly effective options for student recruitment campaigns with our marketing partner FCM,” Bonney said.

We’re teaming up to:

  1. Create a student-focused national campaign to elevate awareness about the value of adult education among prospective adult learners through a national web portal.
  2. Use digital advertising and public relations to increase enrollments in adult education offerings across the nation.
  3. Build the capacity of adult educators to effectively target prospective students likely to enroll within their service area.

The main page of the campaign portal will contain COABE’s zip code locator map to help students locate the nearest participating school. As an initial launch, FCM will create and maintain #MoveAheadWithAdultEd Facebook and Instagram pages to drive traffic to the locator map. These social media platforms also will support FCMin hosting digital ads and compelling content to build awareness about adult education programs.

“COABE has always been mission-focused to support adult educators through as many free resources and tools to build capacity in the field,” FCM CEO/Founder Celina Shands said. “While the campaign portal will help increase awareness among students, nationally, about their options, our agency can then run cost-effective local lead generation campaigns for schools that want a more tailored #MoveAheadWithAdultEd effort in their local area.”

For those schools that want to drive student leads to their local programs at 35-45% less than benchmark average costs, FCM creates a six-week lead generation campaign targeted to prospective students within their service area.

There are two options for local campaigns:

Option 1 is designed for a single school or regional clusters of schools (up to 5) that want to build a robust online presence to attract new students throughout the year. This option includes:

  • A student recruitment #MoveAheadWithAdultEd campaign web page in the national portal, hosted by FCM for one year and branded with the school’s logo.
  • Ads to promote adult education to prospective students in specific zip codes in the school’s service area.
  • Six weeks of digital marketing, deploying ads through Facebook and Instagram.
  • A student leads report delivered weekly.
  • A social media toolkit to promote the campaign from the school/district social media pages.
  • Entrance into the #MoveAheadWithAdultEd community, including a monthly e-newsletter that includes strategies to keep the campaign momentum, national best practices and access to FCM’s subject-matter experts.

Option 2 is designed for schools with an extremely limited budget and includes all of the items in Option 1, with the exception of the hosted webpage and entrance into the #MoveAheadWithAdultEd community of practice.

Bonney added, “FCM has been a great partner for our national advocacy efforts, helping us earn six international Davey Awards that resulted in $268 million in additional funding for adult education through the Educate & Elevate campaign launched in 2017. The new #MoveAheadWithAdultEd consumer-focused campaign will help schools with cutting-edge tactics that attract new students into adult ed, while elevating awareness at the national level.”

If you’d like to be added to COABE’s zip code locator map contact COABE. If you want to learn more about the options for a local campaign to drive enrollments to your school contact FCM.

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Website Maintenance – What Does it Mean?

Launching a website can feel like the culmination of a long journey! You have likely spent months working with a team on strategy, user experience, development and testing before you launch. It is tempting to think this is the end of the journey and that you can step back and let your customers/clients/audience use the […]

Launching a website can feel like the culmination of a long journey! You have likely spent months working with a team on strategy, user experience, development and testing before you launch. It is tempting to think this is the end of the journey and that you can step back and let your customers/clients/audience use the site without any additional work. This is a common mistake.

Websites, even the simplest ones, require continued care like almost anything else worthwhile. This includes consistent monitoring for issues, security updates, accessibility issues and site performance challenges. Each of these impact the way your users, partners and even search engines interact with your site. How do you prevent a negative user experience? The answer is website maintenance.

What is Involved in Website Maintenance?

Every time someone comes to your website (including a search engine) it is an opportunity for you to present them with the experience they deserve. Website maintenance is the process of ensuring that your website is doing exactly that on every visit.

  1. Maintaining a Delightful Consumer Experience

The consumer experience starts the moment they land on your homepage and continues until the user hopefully finds what they are looking for. Over time, as you update the content on your website and as technology changes, it can be easy for links to stop working, pages to slow down and functionality to completely break. A good maintenance plan covers continual checks for these types of problems and allows them to be resolved proactively. If you let small issues pile up, they can become difficult and costly to repair, but if they are handled on a week-by-week, month-by-month basis, they are typically quick and simple to find and fix.

2. Maintaining Security

Some of the most common issues that poorly maintained sites will experience are security vulnerabilities. While your site may start its life using the most state-of-the-art systems and technology, the web is constantly evolving and your digital experience needs to keep up to remain safe. Out-of-date webservers, content management systems and development frameworks are constantly being targeted by hackers and other malicious actors. Even if you are not the subject of a direct attack, using out-of-date software can cause other tools (browsers, search engines, firewalls) to flag your website as a security vulnerability. Like everything else, the best solution is also the simplest: weekly and monthly maintenance can keep your website up-to-date and ensure the security vulnerabilities are addressed promptly to minimize risks to your brand and your clients.

3. Maintaining an American with Disabilities Act (ADA)-Compliant Website

Maintaining ADA compliance is not just a regulatory requirement, but also a large part of presenting a quality experience to your consumers. Designing and developing for accessibility ensures all users of your website have a delightful experience regardless of how they consume your content. It also ensures that tools like screen readers and search engines are able to consume all of your content.

Unfortunately, most people think ADA compliance is as simple as running a couple of checks after they launch their website. However, every time your website is updated it is important to ensure the content and functionality continue to be in compliance with accessibility best practices. The best way to achieve this is through regular audits and site reviews focused on frequently changing parts of your website. Accessibility fixes, if done regularly, are typically quick and inexpensive, however if you let them pile up they can be costly both from a resolution perspective but also from a regulatory perspective.

Get Elite Results From Your Website

Most people treat website maintenance as an afterthought, something you can revisit sometime in the future, after you have been able to enjoy your new website for a few months. Instead, it is better to think about maintenance like the food a high-performing athlete consumes. If you want elite results from your website, it needs to be kept in tip-top shape with the best food/maintenance available.

Full Capacity Marketing offers full service maintenance solutions for all of our clients. Whether we’re building a new website for you or you have an existing website that needs better maintenance to achieve peak performance, we can help you get it there. Contact us for a consultation.

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