1. How Branding Helped Transform a 2-Year Institution Into a 4-Year Success:
The Young Harris College Story
1/9/13

2. Summary
1. Listen and push hard when it comes to branding.
Lessons 2. Measurement is essential.
Learned 3. Embrace and encourage stealth applicants.
4. Focus on net revenue not discount rate.
2012 AMA Higher Education Marketer of the Year Webinar 2

3. Agenda
• Vision and Goals
• Our Approach
Agenda
◦ Branding
◦ Enrollment
◦ Paid Media & Inquiry Generation
• Results
2012 AMA Higher Education Marketer of the Year Webinar 3

4. Vision and Goals

5. Vision and Goals
• 2007: President Cathy Cox initiated plan to
transform from a 2-Year ―transition‖ school to a
4-Year liberal arts destination
• Master plan included:
◦ Establishing new, distinctive academic programs
◦ Improving and building new campus facilities
◦ Doubling enrollment
◦ Redefining the brand
2012 AMA Higher Education Marketer of the Year Webinar 5

6. Vision and Goals
Goals in redefining the brand:
• Stay true to the College’s foundational beliefs
• Leverage the best of the old and the necessities of the new
◦ Utilize innovative strategies for prospecting and recruitment
• Generate unprecedented new interest in YHC
◦ Ultimately, accelerated the campaign to meet targeted
enrollment goal of 1,200 students by 2015 (9 years early)
• Leverage strong collaboration between Admissions and
Communications & Marketing
2012 AMA Higher Education Marketer of the Year Webinar 6

7. Our Approach

8. The Virtuous Circle
BRAND ENROLLMENT
Position YHC in the Increase enrollment
minds of key audiences. of qualified, good-fit
(Get in the consideration set.) students.

9. Defining the YHC Brand
Key Brand Inputs
External
Perceptions
Internal
Perceptions
Core
BRAND
Institutional
Vision
Competitive
Analysis
Reasons
to Believe
2012 AMA Higher Education Marketer of the Year Webinar 9

10. Defining the YHC Brand
Defining the Young Harris Experience
Uncovered the essence of Young Harris College by speaking with
stakeholders during campus visit
• Overall, the ―Young
Harris Experience‖
was difficult to
describe by all
• However, everyone
was on-message and
used similar words or
phrases to describe
YHC’s unique essence
2012 AMA Higher Education Marketer of the Year Webinar 10

11. YOUNG HARRIS COLLEGE
BRAND
PLATFORM

12. PROOF
• Strong connection to global responsibility and citizenship (inspired by the Methodist foundation)
• Size creates: intimate relationships, widespread leadership opportunities, enduring bonds
YOUNG HARRIS COLLEGE
BRAND
• Appalachian setting with three ecosystems allows for unparalleled learning and extra curricular
opportunities
PLATFORM
• Unique programs such as Outdoor Leadership and Business/Public Policy have been created to
connect to world and changing education needs
• Leadership personifies Young Harris College and is central to the close-knit community
• History of being a stepping stone to success and notable achievements for its four-year grads
• Growing access to resources—natural, financial, human, athletic, academic, etc.
POSITIONING
For those daring enough to take the undiscovered path, Young Harris is the perfect
environment, deliberately adapting to the evolving world
MISSION
Young Harris believes in a lifelong drive to “Educate, Inspire, Empower.” Through its liberal arts
education and unique natural environment, YHC encourages intellectual curiosity and educate
the whole person, with diverse educational, recreational, social and cultural experiences. This will
help prepare students for the ever-changing world so they will exemplify environmental
awareness, stewardship and service to the community.

13. PAYOFF
“I have the confidence to
PERSONALITY challenge myself to take PLEDGE
The intelligent risk-taker and chances and succeed”
We are committed to
steward for change
providing an unexpectedly
personal and accepting
Characteristics:
environment that embraces
• Bold
exploration of all kinds
• Dedicated
• Enterprising
• Actively conscious
• Warm
PROOF
• Strong connection to global responsibility and citizenship (inspired by the Methodist foundation)
• Size creates: intimate relationships, widespread leadership opportunities, enduring bonds
YOUNG HARRIS COLLEGE
BRAND
• Appalachian setting with three ecosystems allows for unparalleled learning and extra curricular
opportunities
PLATFORM
• Unique programs such as Outdoor Leadership and Business/Public Policy have been created to
connect to world and changing education needs
• Leadership personifies Young Harris College and is central to the close-knit community
• History of being a stepping stone to success and notable achievements for its four-year grads
• Growing access to resources—natural, financial, human, athletic, academic, etc.
POSITIONING
For those daring enough to take the undiscovered path, Young Harris is the perfect
environment, deliberately adapting to the evolving world
MISSION
Young Harris believes in a lifelong drive to “Educate, Inspire, Empower.” Through its liberal arts
education and unique natural environment, YHC encourages intellectual curiosity and educate
the whole person, with diverse educational, recreational, social and cultural experiences. This will
help prepare students for the ever-changing world so they will exemplify environmental
awareness, stewardship and service to the community.

14. PAYOFF
“I have the confidence to
PERSONALITY challenge myself to take PLEDGE
The intelligent risk-taker and chances and succeed”
We are committed to
steward for change
providing an unexpectedly
personal and accepting
Characteristics: BIG IDEA environment that embraces
• Bold
exploration of all kinds
• Dedicated
• Enterprising
Venture
unconventionally
• Actively conscious
• Warm
PROOF
• Strong connection to global responsibility and citizenship (inspired by the Methodist foundation)
• Size creates: intimate relationships, widespread leadership opportunities, enduring bonds
YOUNG HARRIS COLLEGE
BRAND
• Appalachian setting with three ecosystems allows for unparalleled learning and extra curricular
opportunities
PLATFORM
• Unique programs such as Outdoor Leadership and Business/Public Policy have been created to
connect to world and changing education needs
• Leadership personifies Young Harris College and is central to the close-knit community
• History of being a stepping stone to success and notable achievements for its four-year grads
• Growing access to resources—natural, financial, human, athletic, academic, etc.
POSITIONING
For those daring enough to take the undiscovered path, Young Harris is the perfect
environment, deliberately adapting to the evolving world
MISSION
Young Harris believes in a lifelong drive to “Educate, Inspire, Empower.” Through its liberal arts
education and unique natural environment, YHC encourages intellectual curiosity and educate
the whole person, with diverse educational, recreational, social and cultural experiences. This will
help prepare students for the ever-changing world so they will exemplify environmental
awareness, stewardship and service to the community.

15. Expressing the YHC Brand
Big Idea Manifesto
We believe you should aspire to goals that others may think unattainable – to dare
yourself to embark on undiscovered paths. We believe in embracing uncertainty with
curiosity and intelligence, knowing that, if we don’t, what we risk most is letting our
true potential remain unrealized. We believe no one should live a life defined by ―What
if?‖
It is with this philosophy in mind that Young Harris forges ahead on its mission to
“Educate, Inspire and Empower.” To create an environment where close relationships
form, grow, and thrive, often in unexpected ways—and endure beyond our campus.
Where you feel the sort of support needed to risk and achieve—to become
decisive, self-assured and empathic leaders. An environment grounded in the belief
that educating the whole person isn’t just about academics, but also about developing
morals, integrity and humanity—qualities all too often overlooked in higher education.
This is Young Harris College. A place filled with infinite opportunities that asks only one thing in
return: your willingness to be bold, to risk greatness – to venture unconventionally.
2012 AMA Higher Education Marketer of the Year Webinar 15

16. Expressing the YHC Brand
Big Idea Manifesto
We believe you should aspire to goals that others may think unattainable – to dare
yourself to embark on undiscovered paths. We believe in embracing uncertainty with
curiosity and intelligence, knowing that, if we don’t, what we risk most is letting our
true potential remain unrealized. We believe no one should live a life defined by ―What
if?‖
It is with this philosophy in mind that Young Harris forges ahead on its mission to
“Educate, Inspire and Empower.” To create an environment where close relationships
form, grow, and thrive, often in unexpected ways—and endure beyond our campus.
Where you feel the sort of support needed to risk and achieve—to become
decisive, self-assured and empathic leaders. An environment grounded in the belief
that educating the whole person isn’t just about academics, but also about developing
morals, integrity and humanity—qualities all too often overlooked in higher education.
This is Young Harris College. A place filled with infinite opportunities that asks only one thing in
return: your willingness to be bold, to risk greatness – to venture unconventionally.
2012 AMA Higher Education Marketer of the Year Webinar 16

17. Expressing the YHC Brand
Creative Goals
Brought the YHC positioning and big idea to life in a way that:
• Conveys YHC’s key points of differentiation
• Communicates the personality and character
• Communicates how the College’s unique environment drives
personal exploration
• Builds awareness of YHC’s 4-year college status
• Connects with the target audience
2012 AMA Higher Education Marketer of the Year Webinar 17

18. Expressing the YHC Brand
Young Harris College Brand Messages
Key messages to be communicated:
• We believe the greatest risk is letting true potential remain
unrealized.
• Educating the whole person isn’t just about academics.
• The Enchanted Valley is our classroom.
• More than networking, our deep relationships are genuinely part of
who we are.
• Daring to risk greatness doesn’t end at graduation.
2012 AMA Higher Education Marketer of the Year Webinar 18

19. Expressing the YHC Brand
New Enrollment Materials
Creative Concept:
We believe the
greatest risk is letting
your true potential
remain unrealized.
Dare to _____.
Why study, teach, lead
here?
2012 AMA Higher Education Marketer of the Year Webinar 19

20. Expressing the YHC Brand
Road piece: What will you dare to be?
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21. Expressing the YHC Brand
Road piece: What will you dare to be?
We want you to
explore, experience and
accomplish everything you’d
expect at college—plus a few
things you’ve never thought of
before…We believe you should
aspire to goals others may
think unattainable. Dare to
embark on undiscovered paths.
Go beyond your comfort zone
and take a chance on yourself.
2012 AMA Higher Education Marketer of the Year Webinar 21

23. Expressing the YHC Brand
View book—The experience at YHC was
indescribable. Until now…
2012 AMA Higher Education Marketer of the Year Webinar 23

24. Expressing the YHC Brand
View book—The experience at YHC was
indescribable. Until now…
We believe the greatest risk is letting your true
potential remain unrealized. At Young Harris
College, it’s our goal to ensure that doesn’t
happen.
2012 AMA Higher Education Marketer of the Year Webinar 24

25. Expressing the YHC Brand
View book: Outside of the classroom
2012 AMA Higher Education Marketer of the Year Webinar 25

26. Expressing the YHC Brand
View book: Outside of the classroom
There’s a go-getter attitude on
campus, so it’s natural to lead or even
create your own organization.
2012 AMA Higher Education Marketer of the Year Webinar 26

27. Expressing the YHC Brand
View book—Dare To: Save the world one
person at a time
2012 AMA Higher Education Marketer of the Year Webinar 27

28. Expressing the YHC Brand
View book—Dare To: Save the world one
person at a time
―A small liberal arts school is not what I had in mind.
But now I realize any other place wouldn’t have been
me. My friends get lost at big state schools and don’t
have the closeness that I have here.‖
―I take on as much as I can handle – academically or
socially – because I’m interested in tasting a little of
everything. That’s what college is for, and that’s what a
liberal arts education does best.‖
2012 AMA Higher Education Marketer of the Year Webinar 28

29. Expressing the YHC Brand
View book—Dare To: Stay on top of my
game
2012 AMA Higher Education Marketer of the Year Webinar 29

30. Expressing the YHC Brand
View book—Dare To: Stay on top of my
game
―It all comes together here. My
coach, professors and teammates help me
balance academics with athletics so I can
maintain my 4.0 while we win a
championship...
No one would look out for me like the people at
YHC.‖
2012 AMA Higher Education Marketer of the Year Webinar 30

31. Expressing the YHC Brand
View book—Dare To: Embrace power
2012 AMA Higher Education Marketer of the Year Webinar 31

32. Expressing the YHC Brand
View book—Dare To: Embrace power
―I want to work on academic and policy
problems, then help implement…solutions.
I’ll take the responsibility to keep things in
balance.‖
―This place opens up new parts of my psyche.
I look off to the mountains and feel very much
alive and inspired to do anything.‖
2012 AMA Higher Education Marketer of the Year Webinar 32

33. Expressing the YHC Brand
View book—Dare To: Follow my dream to
the stage
2012 AMA Higher Education Marketer of the Year Webinar 33

34. Expressing the YHC Brand
View book—Dare To: Follow my dream to
the stage
―[Vienna is] my favorite place. The opera house is
gorgeous, and I know someday I’ll be back to
perform.‖
―Honestly if I’d gone anywhere else I wouldn’t be as
good as I am now. Young Harris brought out my true
talent and personality.‖
2012 AMA Higher Education Marketer of the Year Webinar 34

35. Expressing the YHC Brand
View book—Dare To: Venture out on my own
2012 AMA Higher Education Marketer of the Year Webinar 35

36. Expressing the YHC Brand
View book—Dare To: Venture out on my own
―My training translates to job
opportunities…Instead of taking
lavish vacations, Americans are
seeking thrills closer to home.
And they will hire me to lead
those rock-climbing or kayaking
adventures.‖
2012 AMA Higher Education Marketer of the Year Webinar 36

37. Extending the YHC Brand
Parents & Outcomes Brochures
2012 AMA Higher Education Marketer of the Year Webinar 37

38. Extending the YHC Brand
Print Advertising
2012 AMA Higher Education Marketer of the Year Webinar 38

39. Extending the YHC Brand
Website and Virtual Viewbook
2012 AMA Higher Education Marketer of the Year Webinar 39

40. Enrollment

41. Enrollment
Strong Admissions team
• Excellent leadership
• Solid Admissions funnel metrics
• Accurate predictability
Changing dynamics of student search
• Open to encouraging ―stealth applicants‖
Increasing retention
• On par with peer institutions despite recent shift to four year
college
Challenging discount rates
2012 AMA Higher Education Marketer of the Year Webinar 41

42. Enrollment
Addressing the Discount Rate
Carefully managing the discount rate to support enrollment
and revenue goals
• Focused on total net revenue, not discount rate
• Shaping the applicant pool academically and by ability to pay in
order to improve profile and manage the discount rate
• Designing a financial aid leveraging strategy that directly supports
enrollment and revenue goals
Need to build brand equity in order to increase willingness to
pay
• Looking to bring discount rate down over time
2012 AMA Higher Education Marketer of the Year Webinar 42

43. Paid Media & Inquiry Generation

44. Paid Media & Inquiry Generation
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45. Paid Media & Inquiry Generation
Digital is a key piece of college & university ad plans
• On average, digital is
50% of Lipman
Hearne’s clients’
media plans
• Maximize paid search
• Display complements
SEM
• Awareness/image
oriented media drive
website traffic
• SEO a key component
2012 AMA Higher Education Marketer of the Year Webinar 45

46. Paid Media & Inquiry Generation
Objectives
Increase attendance at Visitation Days
Generate inquiries
Media strategy
Use call-to-action messaging around key event dates by:
Inquiry • Leveraging behavioral targeting to reconnect with
students once they have visited YHC.edu
Generation Ad • Use high composition vehicles to efficiently target key
audiences
Campaign • Geo-target for better efficiencies
Media plan parameters
Primary target audience: Prospects
Geography
• State of GA: 80/20 N-S split for Display
• National: Search-only for signature programs
Timing
• Prior to Visitation Day events
2012 AMA Higher Education Marketer of the Year Webinar 46

47. Paid Media & Inquiry Generation
Inquiry Generation Ad Campaign
Media Channels
2012 AMA Higher Education Marketer of the Year Webinar 47

48. Paid Media & Inquiry Generation
Website Traffic
Steady increase in traffic year over year
Title of Image Slide-1
Source: Google Analytics 9/29/10 – 5/31/11 to 9/29/11 – 5/31/12
2012 AMA Higher Education Marketer of the Year Webinar 48

49. Paid Media & Inquiry Generation
Advertising Stats
Banners and clicks driving a significant amount of ―post-view/click‖
traffic
• And traffic from ―clicks‖ is turning into traffic on other pages
View Post View Post
re:fuel Thru Click Pandora Thru Click
Title homepage 480 Slide-1
of Image 10
visit campus 715 3,163 visit campus 1,347 13,419
homepage 560 33
admissions 55 8 admissions 69 29
degrees majors 25 4 degrees majors 28 17
request info 4 6 request info 5 8
application 10 3 application 13 6
page page
virtual tour 0 1 virtual tour 1 2
* view thru: when the user has seen an ad but not clicked on it and still ended up on the destination website within 30 days
* post click: when the user has clicked on an ad and ended up on the various pages in the destination website after clicking.
2012 AMA Higher Education Marketer of the Year Webinar 49

50. Paid Media & Inquiry Generation
Search Marketing
Google, Yahoo! & Bing hit their daily budget consistently suggesting opportunity
for increased spending
Grew traffic further by increasing budget just within Google
Source: Google Adwords
2012 AMA Higher Education Marketer of the Year Webinar 50

51. Paid Media & Inquiry Generation
Tracking Results
Developing comprehensive
―Marketing Dashboard‖ to track key
metrics
• Paid media activity (search
results, online ad performance)
• Website traffic and engagement
• Admissions results
(e.g., inquiries, apps, accepts, enrolled)
• Social media engagement
• Media relations influence
(mentions, reach, etc.)
For paid media, goal is to directly tie
ads to web traffic
and, ultimately, conversion
• Requires setting up appropriate coding
and tagging for ads and website
2012 AMA Higher Education Marketer of the Year Webinar 51

52. Results

53. Results
Increase in Visits to YHC.edu
Visits Increased by 21% Unique Visits Increased by 58%
245,912 140,603
150000
Title of Image Slide-1
240000
210000
203,696 130000
110000 89,167
180000 90000
150000 70000
50000
120000
Nov 2010 - Jun 2011 Nov 2011 - Jun 2012
Nov 2010 - Jun 2011 Nov 2011 - Jun 2012
Visits: calculates how many times a person comes to your site
Unique Visitors: calculates how many different people come to your site
Source: Google Analytics
2012 AMA Higher Education Marketer of the Year Webinar 53

54. Results
The Results
Increased Inquiry
• Prospective student visits up by 24% over the
previous year
• Record attendance at all visitation days
• 14% increase in total applicants
Increased Enrollment—2012-2013:
• Largest freshman class in YHC history – 437
• Total new students – 465
• Record total enrollment – 1,035
2012 AMA Higher Education Marketer of the Year Webinar 54

55. Results
The Results
Impact on Campus
• More student housing
• Orientation program incorporated Dare To
concept
• Increased awareness and buy-in from
students, faculty, and administration
Impact on Marketing
• Extremely positive reaction in the field
• Captures attention and initiates conversation
Impact on Future Goals
• Accelerated enrollment goal and increased
budget to support growth
2012 AMA Higher Education Marketer of the Year Webinar 55

56. Thank you.