Digital Marketing for Modern Demographics​

The goals of this project are multifaceted and include enhancing targeted outreach to undergraduate students, address the observed decline in student engagement, sustain campus engagement and outreach efforts with decreasing personnel staffing, and effectively leverage strategic enrollment management tactics. Chico State has adopted a student-centered approach that incorporates principles of positive deviance, aiming to identify and amplify successful strategies already present within these student populations. This intervention operates exclusively during the academic year, aligning with a funding model for digital advertising through Google Ads, utilizing a pay-per-click structure. Consequently, our department's visibility will be consistently enhanced through these digital marketing efforts, while we strategically allocate additional funds during critical timeframes such as the first six weeks of the semester, course registration periods, and examination weeks. By pinpointing moments of heightened student need and strategically targeting our outreach efforts, we aim to increase visibility and accessibility for students, particularly during pivotal points in their academic journey. In broad terms, engaging with preidentified student populations to provide advising not only address+C7es their unique needs but also harnesses the innovative solutions and successful behaviors exhibited by positive deviants within these communities. This approach is anticipated to reduce timeto-degree, thereby producing cost savings for students' degree completion.