- Nichols College
- Location: Dudley, Massachusetts
- School Size: 1,400
- Program Type: Business and Liberal Arts
- Students Served: Undergraduate and Graduate
Why Nichols College Chose uConnect
Marketing support for a small staff
Headed into the 2016 calendar year, the staff at the Nichols College Career and Professional Development Center (CPDC) had a big goal in mind: raise their profile on campus and in their community to increase engagement and make career services a bigger part of the student experience.
With a full-time staff of only three, and no one dedicated to marketing, the CPDC staff recognized they didn’t have a lot of resources and needed to do more with that they had. They knew they needed to be more efficient when promoting their resources, services and programming to students. To that point, promoting events was time consuming and not as effective as they had hoped. Doing everything without a dedicated marketer had left the CPDC staff sharing responsibilities managing student lists, sending email campaigns and posting on social media to connect their students with career resources but engagement continued to be a challenge.
Targeted Communications that Save Time
In January of 2016, Nichols implemented uConnect’s career services marketing and student communications platform. The goal was to increase engagement with the resources, services and programs they already had at the CPDC, while streamlining staff workflow. First, the goal was to simplify engagement. Career resources lived in their website, as well as across different portals and apps, making it hard to find for students, and sometimes even staff. During implementation, the CPDC was able to consolidate the full range of career resources into a single, publicly-accessible interface. They incorporated direct links and online navigation to events and jobs from their Handshake CSM, a wide range of career planning and interview tools, appointments calendars for CPDC advisors, and much more.
In the back-end dashboard, they imported their student lists and set up automated (yes, automated) alerts for students based on their academic major and graduation year. With the full ability to segment students communications based on their interests, they were able to add an important layer of personalization to their communications. In addition to alerts, uConnect helped the staff cross-promote on popular social media platforms like Twitter and Facebook to make sure the broader community was aware of important day-to-day happenings in the career center.
“Before we had uConnect, I was manually setting up social media and email pushes to our students. Now I let uConnect do the bulk of that work for me.”
Recruitment and Marketing Coordinator, CPDC, Nichols College
Streamlined Workflow, Increased Student Engagement
The uConnect platform has saved valuable time for the CPDC’s staff, reportedly eliminating 12 hours of work from marketing efforts each month, while increasing marketing and communications activity, across more channels. In addition, Jenna Parker, Recruitment and Marketing Coordinator at the CPDC, tells us that the team has received “great feedback” on the look of the emails sent via automated email alerts. Referring to the workflow that uConnect has enabled, Jenna says,
“we are updating and changing practices as we need to, and uConnect makes it very seamless as these changes occur.”
From a usage standpoint, the CPDC website had 32,000 visits from January-May 2017, a 213% increase from their visits during the same period in 2016. Over 1,500 people subscribe to monthly CPDC emails (the College has a population of 1,200) and about 950 are subscribed to emails that are targeted to their specific major and/or career area of interest.
- The Nichols CPDC improved their marketing and communications to students and important stakeholders by expanding their reach and adding personalization
- CPDC leveraged uConnect’s marketing technology to automate the delivery of email alerts and social media posting
- The successful marketing activities resulted in increased student engagement and community awareness
Since launching With uConnect, Nichols College has saved time while increasing student engagement