Districtwide Marketing Efforts to Increase Enrollment
The Los Rios colleges' marketing team is constantly updating and evolving our marketing efforts to increase access to our colleges in these unprecedented times.
We are focused on growing enrollment at all four colleges and creating a public face for our institutions that reflects our commitment to student success, equity, and inclusion. In 2022, the old marketing "playbook" – flyers, posters, and the like – doesn't work by itself, and so we are responding to the changing times by expanding our reach in new and creative ways.
We are prioritizing the Los Rios' commitment to providing a student-focused experience for anyone seeking educational opportunities in our region despite the ever-changing environment.
Our strategy is to position Los Rios and its four colleges as the path "for everyone's future" to break down the real and perceived barriers to entry and create a sense of community when many need it most. To ensure an impactful campaign, our advertising is translated for cultural competency in both English and Spanish. Advertising platforms we use include social media, email, billboards, and radio.
This approach shows our communities that Los Rios is for every student – the working mom, the young activist, the recently unemployed, the anxious teenager, the historically underrepresented. We have solutions for everyone; therefore, the Los Rios colleges are for everyone and their future.
Marketing Campaign Examples
The following are examples of campaigns we are actively working on in partnership with 3fold Communications.
For Every Future (FEF) General Recruitment and Career Education Recruitment
- Increase the number of Black and Latino/a students.
- Increase the number of units students take in general.
- Encourage all students to enroll full-time.
- Remind existing students that Los Rios is there to serve them and provide sustained wraparound support.
- Reach audiences where they are most by focusing on "and" not "or" marketing.
- Facebook (paid and organic)
- Instagram (paid and organic)
- Snapchat (paid and organic)
- TikTok (paid and organic)
- Social media "takeovers"
- Google Responsive Display
- Google Search
- College, district, and specific campaign websites
- Direct Mail
- "Acceptance" letters to regional high school graduates
- Posters and signage
- Outbrain (Native Content)
- Multilingual marketing
- English and Spanish radio
- Digital radio (including Pandora)
- College-specific billboards and signage
- Terrestrial radio (English and Spanish)
- Event sponsorships:
- El Panteón Latino Center for Culture and Arts
- Raley's and Sacramento Kings: "Shop Like a King" and "Eat Like a King"
- Virtual focus groups
- Virtual student interviews
Handshake Platform Recruitment
- Ensure Los Rios students and alumni have access to jobs, careers, internships, and volunteer opportunities by spotlighting the Handshake platform.
- Get the attention of students who are too busy to activate their Handshake profiles by showing them that the platform serves as a one-stop-shop.
- Creative assets are in development and set to launch in February/March 2022.
Calling Campaign Examples
We are leveraging our new Call Center – a collaboration between the four Los Rios colleges launched during the pandemic – to reach out to students directly via text and phone.
The Call Center staff is multilingual and trained to help students get the information they need to get – and stay – enrolled.
Career Education Re-Enrollment
2,985 Outgoing Calls
- To re-enroll Career Education students who were unable to take courses because of the pandemic by issuing a notification of return of courses and offering help to them re-enroll.
Drops for Non-Payment
5,196 Outgoing Calls
- To contact students at risk of being dropped for non-payment.
Spring 2022 General Enrollment
16,398 Outgoing Calls
- To reach out to students whose priority registration dates have passed but who have not enrolled.
Spring 2022 Second 8-Week Enrollment
2,048 Outgoing Calls
- To reach out to students previously enrolled in second 8-week courses who have not yet enrolled.
1,030 Outgoing Calls
- To contact students who have applied through CCCApply but have not completed their application.
Community-Based Organization Outreach
It's not enough to interview students, build ads around them, and use those ads to encourage new students to enroll or current students to register for the next semester. We know that to engage our audience, we need to authentically connect one-on-one with them and their influencers.
To do this, we form important alliances with community-based organizations (CBOs) working locally to repair disparities and bridge the information gap.
California Afterschool Network
California Afterschool Network (CAN) is a CBO whose mission is to provide professionals, advocates, and community members the tools and resources necessary to build high-quality, out-of-school time programs in California. CAN is hosting a flagship event on June 14 through 17 for the state's afterschool programs and will be largely attended by coordinators and program directors. This is an opportunity to get in front of people who serve hard-to-reach students and their parents that utilize afterschool programs.
Latino Center for Arts & Culture
Los Rios engaged in the Latino Center for Arts & Culture's Día de Los Muertos "El Panteón de Sacramento 2021" event on October 28 through 30, 2021. The centuries-old tradition of Día de Los Muertos (Day of the Dead) was celebrated this year on the grounds of the Latino Center of Art and Culture. The annual LCAC event, El Panteón de Sacramento, featured the recreation of a candlelit Mexican cemetery and chapel accompanied by live performances from The Lico Music Academy, a 24-piece music group from Los Angeles.
Los Rios was a premier sponsor of the event, earning public praise for its Los Rios Promise program. Additionally, a local artist commissioned an "ofrenda alter" on behalf of Los Rios to raise the profile of public education and community access. Attendees who were spoken to on behalf of Los Rios included Councilmember Eric Guerra and General Consulate of Mexico Lilliana Ferrer.
Raley's and the Sacramento Kings: Eat Like a King
Eat Like a King is an annual Sacramento Kings event where the Kings invite nonprofits to fill a table of ten (10) with people from the community who use that nonprofit service (for example, Boys and Girls Club, WEAVE, and YMCA) to have a hosted holiday meal by the Sacramento Kings and an opportunity to meet and greet with the players. This event was held on December 6, 2021, and Los Rios sponsored by providing materials on the Los Rios Promise and utilizing co-branding opportunities for public awareness.
Raleys and Sacramento Kings: Shop Like a King
Shop Like a King is an opportunity to directly impact socioeconomically disadvantaged Sacramento families. The holiday season brings a heightened awareness to those with and those without and Raleys and the Sacramento Kings seek to close that gap. The event's intention is to bring hope to families without it and to lift the burden of food insecurity for families. This event was held on Thursday, December 16, 2021, and Los Rios included material about the Los Rios Promise within each grocery bag of food provided to selected families.
Our marketing team is pursuing additional community activations, including partnerships with:
- Pivot Sacramento
- Harrison Barnes Foundation
- Sierra Health Foundation
We never know when new students are considering starting their educational journey at Los Rios, so our campaign is "always on." This means marketing exists throughout our region during the entire calendar year and investments deepen during peak enrollment periods.
We are also leveraging outreach efforts underway at our colleges to focus on key initiatives like Los Rios Colleges Online (LRCO), parent and community outreach and awareness, and more.