Taking It To The Streets: Low Cost, High Impact Marketing
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- Pages: 45
Taking it to the Streets: Low Cost, High Impact Marketing Demetrios Lambros Assistant Director, Marketing & Communications
Overview • • • •
Marketing/Alternative Marketing Online Solutions Offline Solutions Snapshots
Prospectives Profile
Class of 2013 Beloit College Mindset List www.beloit.edu/mindset
• • • • • • • •
They have never used a card catalog to find a book. Salsa has always outsold ketchup. Tattoos have always been very chic and highly visible. Chocolate chip cookie dough ice cream has always been a flavor choice. Text has always been hyper. American students have always lived anxiously with high-stakes educational testing. Women have always outnumbered men in college. There has always been a Cartoon Network.
What is marketing? Marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. - As defined by the American Marketing Association Board of Directors
What is Alternative Marketing? It’s NOT: – Billboards – Newspaper ads – Magazine ads – Radio spots – Viewbooks – Static
What is Alternative Marketing? • It IS: – – – – – – –
Engaging Interactive Surprising Transparent Authentic Personal Low cost (mostly)
• Allows you to engage in dialogue with those who matter most to you
Why Use Alternative Marketing? • • • • •
Your brand belongs to… Get ahead of the conversation Manage the message (good and bad) Qualify prospects Improves business process
Alternative Marketing Requires… • Successful Dialogue – Initiate Conversation – Listen – Ask Questions – Build on answers
Forms of Alternative Marketing (sampling)
Digital • WOM • UGC • Mobile/Text/Chat • PURL
Offline • WOM • Event Marketing • Guerrilla Marketing
CRM
WOM • • • • • •
Word of Mouth #1 Answer to “How did you hear about GGC?” Works online and offline…BUT Online has a longer shelf-life AND Can be tracked efficiently Consistent Message Echo™
• Transition to “What did you hear about GGC?”
So How Do I Get People to Talk? • • • • • •
Say “Hello.” Do something. Anything. No, really. Anything. Then, tell someone. How do students know there’s a party on Saturday night?
UGC or CGM or UCC • • •
User Generated Content Consumer Generated Media User Created Content – Any content created or produced by endusers
• Examples: Blogs, Photos, Videos, Games, Fansites, Tweets, Forums, Wikis, IMs
Why Use UGC? • • • •
You have fans – they LOVE you. Show them that you love them, too! Help your fans make new fans. Make new friends and keep in touch to turn friends into fans • “At DePauw University, 25 percent of incoming freshmen say they used Facebook to decide which college to attend.” Ashley Petry for Custom Publications, IndyStar.com
Not Convinced?
360i November 2009 State of Search White Paper
How About Now?
GGC Student Video
Facebook Advertising • You determine: – – – –
Cost Demographics Maximum impressions Maximum click-through
• Clicks: 5,996 Impressions: 23,662,956 CTR: 0.025% Average CPC: $0.71 Total spent on campaign: $4,232.14
September 2009 Results Bucket 1
Bucket 2
US
% of Impressions
% of Clickers
CTR
100.00%
100.00%
0.03%
F
13-17
18.14%
20.29%
0.03%
F
18-24
41.13%
38.26%
0.02%
F
25-34
6.22%
4.95%
0.02%
F
35-44
2.71%
2.33%
0.02%
M
13-17
8.67%
10.84%
0.03%
M
18-24
14.07%
17.09%
0.03%
M
25-34
3.68%
1.75%
0.01%
M
35-44
2.29%
1.24%
0.01%
Unknown
13-17
0.38%
0.66%
0.05%
Unknown
18-24
1.62%
1.53%
0.03%
Unknown
25-34
0.77%
0.58%
0.02%
Unknown
35-44
0.33%
0.51%
0.04%
0.41%
0.00%
0.00%
99.59%
100.00%
0.03%
Unknown us
Georgia
Mobile/Text/Chat • RU ReD 4 dis? – Only 160 characters – Immediate messaging (Free pizza!) – Great for emergency communications – May be one-sided – http://www.lingo2word.com/
• Chat/IM (Instant Messaging) – Instant communication/feedback – Talk with a live person/people
Mobile/Text/Chat • Twitter – Communicate to a wide audience – Users can opt-in and opt-out – Only works if what you say is interesting/relevant • Remind prospects about admissions deadlines
– Tweets force you to be concise
Top 10 by Number of Accounts
College
# of Accounts
University of Florida
24
University of Georgia
22
Carnegie Mellon University
17
George Washington University
17
University of Michigan–Ann Arbor
16
Indiana University–Bloomington
16
Yale University
16
Michigan State University
15
Columbia University
15
Texas A&M University–College Station 15
http://universitiesandcolleges.org/top-100-colleges-twitter/
How Colleges Use Texting • Class cancelled/professor absent • GGC – – Professors answer questions – Class assignments
• • •
Emergency Communications Libraries – IM research assistants Chat – Group study
PURL • Personalized URL – Speaks directly to prospects by name – Customized to match their interests – Can assign faculty/recruiters to individuals – Track campaign success – Best when combined with Variable Data Printing – Better when it includes a call to action
• Janedoe.college.edu
What’s Needed? (Digital) • Human Resources – – – –
Conversationalists – staff/students/faculty Web design Writers Some $ (most tools are free)
• Only works when: – – – –
Update frequently (old = dead) Conversation is relevant to prospects/students Message is easily communicated (KISS) You have clear goals
Offline Alternative Marketing • Event Marketing – two types: – Host • • • • •
Open House Graduation Speaker/film series Sports Tour Bus
– Guest • • • •
College Fairs HS Visits Festivals Malls
Guerilla Marketing • • • • •
Unexpected Unconventional Low cost Could be an event (flashmob) Or street advertising (Logo magnets placed on all parked cars) • Or random (Pay for Pizza) • Difficult to track success • Things could go wrong… (CN)
CRM • Customer Relationship Management – How you manage your conversations • E-mail, mail, phone, campus tour, visits, autoreply, information desk, event, etc.
– –
Foundation for all types of Alternative Marketing Focus on each point of contact with prospects and current students • • • • •
Are you sending the right message at the right time? Is each message consistent? Are there missed opportunities? Listen to responses Where do students drop off/out?
CRM • Analyze and collect data at each point of contact • Look for trends • Software can help … • But you need a solid strategy, staff training, and significant resources
Snapshots
The Wrong Approach SRJC threatens to sue students, faculty over private e-mail accounts By NATHAN HALVERSON THE PRESS DEMOCRAT Published: Friday, May 8, 2009 at 3:00 a.m. Santa Rosa Junior College is threatening to sue several hundred students and faculty members who have created private e-mail addresses that use the college’s name without permission. The college is attempting to stamp out Yahoo, Google and other e-mail accounts that include the letters “SRJC” or the words “Santa Rosa Junior College” in the user’s name, such as [email protected]. [email protected]. Critics say the endeavor is a waste of time and a local attorney said the college’s legal threat is without merit. Rachel Hamilton, a SRJC student, said the college was meddling in other people’s business. “It’s not up to the college to mandate what your e-mail is,” Hamilton said. “That’s just silly.” But administrators said using the college’s name in e-mail addresses could potentially confuse people. “Unless they have been given permission to use that, we are asking them not to use it,” said Ken Fiori, director of computing services at the college. Fiori created the policy to make it easy for people to distinguish between official college e-mails and ones from people who were simply using its acronym. While he has not received any complaints about people trying to use the acronym maliciously to trick people, the possibility existed for that to happen, Fiori said. The college offered little explanation when it announced the crackdown in e-mail messages sent to all faculty Tuesday and people it had identified as violators of its new policy. To enforce the policy, administrators cited an obscure educational code they said makes it “illegal” for students and faculty to use the school’s acronym without permission. The college threatened legal action against anyone who doesn’t comply.
Wilkes University
What’s the Point? • • • • •
Engage with your audience Listen to what they’re saying React – Change/Modify or Adapt Let them share Gets people talking … About Your College
How do you know it works? • • • •
Data Data Data Use baseline measurements from previous year(s)/semester(s) • Set Goals • Collect new measurable data – – – – –
Online analytics Response card rates Demographics New student admissions Retention
I Started the Dialogue… Now it’s your turn. Demetrios Lambros [email protected] 678.407.5076
• • •
http://www.facebook.com/georgiagwinnett http://twitter.com/georgiagwinnett http://www.youtube.com/georgiagwinnett
Overview • • • •
Marketing/Alternative Marketing Online Solutions Offline Solutions Snapshots
Prospectives Profile
Class of 2013 Beloit College Mindset List www.beloit.edu/mindset
• • • • • • • •
They have never used a card catalog to find a book. Salsa has always outsold ketchup. Tattoos have always been very chic and highly visible. Chocolate chip cookie dough ice cream has always been a flavor choice. Text has always been hyper. American students have always lived anxiously with high-stakes educational testing. Women have always outnumbered men in college. There has always been a Cartoon Network.
What is marketing? Marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. - As defined by the American Marketing Association Board of Directors
What is Alternative Marketing? It’s NOT: – Billboards – Newspaper ads – Magazine ads – Radio spots – Viewbooks – Static
What is Alternative Marketing? • It IS: – – – – – – –
Engaging Interactive Surprising Transparent Authentic Personal Low cost (mostly)
• Allows you to engage in dialogue with those who matter most to you
Why Use Alternative Marketing? • • • • •
Your brand belongs to… Get ahead of the conversation Manage the message (good and bad) Qualify prospects Improves business process
Alternative Marketing Requires… • Successful Dialogue – Initiate Conversation – Listen – Ask Questions – Build on answers
Forms of Alternative Marketing (sampling)
Digital • WOM • UGC • Mobile/Text/Chat • PURL
Offline • WOM • Event Marketing • Guerrilla Marketing
CRM
WOM • • • • • •
Word of Mouth #1 Answer to “How did you hear about GGC?” Works online and offline…BUT Online has a longer shelf-life AND Can be tracked efficiently Consistent Message Echo™
• Transition to “What did you hear about GGC?”
So How Do I Get People to Talk? • • • • • •
Say “Hello.” Do something. Anything. No, really. Anything. Then, tell someone. How do students know there’s a party on Saturday night?
UGC or CGM or UCC • • •
User Generated Content Consumer Generated Media User Created Content – Any content created or produced by endusers
• Examples: Blogs, Photos, Videos, Games, Fansites, Tweets, Forums, Wikis, IMs
Why Use UGC? • • • •
You have fans – they LOVE you. Show them that you love them, too! Help your fans make new fans. Make new friends and keep in touch to turn friends into fans • “At DePauw University, 25 percent of incoming freshmen say they used Facebook to decide which college to attend.” Ashley Petry for Custom Publications, IndyStar.com
Not Convinced?
360i November 2009 State of Search White Paper
How About Now?
GGC Student Video
Facebook Advertising • You determine: – – – –
Cost Demographics Maximum impressions Maximum click-through
• Clicks: 5,996 Impressions: 23,662,956 CTR: 0.025% Average CPC: $0.71 Total spent on campaign: $4,232.14
September 2009 Results Bucket 1
Bucket 2
US
% of Impressions
% of Clickers
CTR
100.00%
100.00%
0.03%
F
13-17
18.14%
20.29%
0.03%
F
18-24
41.13%
38.26%
0.02%
F
25-34
6.22%
4.95%
0.02%
F
35-44
2.71%
2.33%
0.02%
M
13-17
8.67%
10.84%
0.03%
M
18-24
14.07%
17.09%
0.03%
M
25-34
3.68%
1.75%
0.01%
M
35-44
2.29%
1.24%
0.01%
Unknown
13-17
0.38%
0.66%
0.05%
Unknown
18-24
1.62%
1.53%
0.03%
Unknown
25-34
0.77%
0.58%
0.02%
Unknown
35-44
0.33%
0.51%
0.04%
0.41%
0.00%
0.00%
99.59%
100.00%
0.03%
Unknown us
Georgia
Mobile/Text/Chat • RU ReD 4 dis? – Only 160 characters – Immediate messaging (Free pizza!) – Great for emergency communications – May be one-sided – http://www.lingo2word.com/
• Chat/IM (Instant Messaging) – Instant communication/feedback – Talk with a live person/people
Mobile/Text/Chat • Twitter – Communicate to a wide audience – Users can opt-in and opt-out – Only works if what you say is interesting/relevant • Remind prospects about admissions deadlines
– Tweets force you to be concise
Top 10 by Number of Accounts
College
# of Accounts
University of Florida
24
University of Georgia
22
Carnegie Mellon University
17
George Washington University
17
University of Michigan–Ann Arbor
16
Indiana University–Bloomington
16
Yale University
16
Michigan State University
15
Columbia University
15
Texas A&M University–College Station 15
http://universitiesandcolleges.org/top-100-colleges-twitter/
How Colleges Use Texting • Class cancelled/professor absent • GGC – – Professors answer questions – Class assignments
• • •
Emergency Communications Libraries – IM research assistants Chat – Group study
PURL • Personalized URL – Speaks directly to prospects by name – Customized to match their interests – Can assign faculty/recruiters to individuals – Track campaign success – Best when combined with Variable Data Printing – Better when it includes a call to action
• Janedoe.college.edu
What’s Needed? (Digital) • Human Resources – – – –
Conversationalists – staff/students/faculty Web design Writers Some $ (most tools are free)
• Only works when: – – – –
Update frequently (old = dead) Conversation is relevant to prospects/students Message is easily communicated (KISS) You have clear goals
Offline Alternative Marketing • Event Marketing – two types: – Host • • • • •
Open House Graduation Speaker/film series Sports Tour Bus
– Guest • • • •
College Fairs HS Visits Festivals Malls
Guerilla Marketing • • • • •
Unexpected Unconventional Low cost Could be an event (flashmob) Or street advertising (Logo magnets placed on all parked cars) • Or random (Pay for Pizza) • Difficult to track success • Things could go wrong… (CN)
CRM • Customer Relationship Management – How you manage your conversations • E-mail, mail, phone, campus tour, visits, autoreply, information desk, event, etc.
– –
Foundation for all types of Alternative Marketing Focus on each point of contact with prospects and current students • • • • •
Are you sending the right message at the right time? Is each message consistent? Are there missed opportunities? Listen to responses Where do students drop off/out?
CRM • Analyze and collect data at each point of contact • Look for trends • Software can help … • But you need a solid strategy, staff training, and significant resources
Snapshots
The Wrong Approach SRJC threatens to sue students, faculty over private e-mail accounts By NATHAN HALVERSON THE PRESS DEMOCRAT Published: Friday, May 8, 2009 at 3:00 a.m. Santa Rosa Junior College is threatening to sue several hundred students and faculty members who have created private e-mail addresses that use the college’s name without permission. The college is attempting to stamp out Yahoo, Google and other e-mail accounts that include the letters “SRJC” or the words “Santa Rosa Junior College” in the user’s name, such as [email protected]. [email protected]. Critics say the endeavor is a waste of time and a local attorney said the college’s legal threat is without merit. Rachel Hamilton, a SRJC student, said the college was meddling in other people’s business. “It’s not up to the college to mandate what your e-mail is,” Hamilton said. “That’s just silly.” But administrators said using the college’s name in e-mail addresses could potentially confuse people. “Unless they have been given permission to use that, we are asking them not to use it,” said Ken Fiori, director of computing services at the college. Fiori created the policy to make it easy for people to distinguish between official college e-mails and ones from people who were simply using its acronym. While he has not received any complaints about people trying to use the acronym maliciously to trick people, the possibility existed for that to happen, Fiori said. The college offered little explanation when it announced the crackdown in e-mail messages sent to all faculty Tuesday and people it had identified as violators of its new policy. To enforce the policy, administrators cited an obscure educational code they said makes it “illegal” for students and faculty to use the school’s acronym without permission. The college threatened legal action against anyone who doesn’t comply.
Wilkes University
What’s the Point? • • • • •
Engage with your audience Listen to what they’re saying React – Change/Modify or Adapt Let them share Gets people talking … About Your College
How do you know it works? • • • •
Data Data Data Use baseline measurements from previous year(s)/semester(s) • Set Goals • Collect new measurable data – – – – –
Online analytics Response card rates Demographics New student admissions Retention
I Started the Dialogue… Now it’s your turn. Demetrios Lambros [email protected] 678.407.5076
• • •
http://www.facebook.com/georgiagwinnett http://twitter.com/georgiagwinnett http://www.youtube.com/georgiagwinnett
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