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OptimizeYour Multi-Channel Campaigns for Maximum Impact
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OptimizeYour Multi-Channel Campaigns for Maximum Impact

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Transcript

  • 1. Optimize Your Multi-channel Campaigns For Maximum Impact
  • 2. What you can track, youcan measure.What you canmeasure, you can improveupon.
  • 3. What are you trying to achieve?Define it.
  • 4. Events CampaignsMicro-level Micro-level Goals Departmental goals Macro-level Micro-level Macro-level Institutional goals
  • 5. EventsBlack Tie Presidential Campaigns Event Mailing Campaign Goals Increase Annual Departmental goals Fund Contributions Increase Donations Institutional goals
  • 6. Email Postcard Facebook Website Letter Alumni Magazine TwitterYour Marketing Hub
  • 7. Determine• Landing page• Desired action• How success will be measured – Confirmation page – Form submission – Download PDF
  • 8. Set Up Google Analytics Goals
  • 9. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
  • 10. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund What is the source in which this link appears?
  • 11. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund What is the medium/channel in which this link appears?
  • 12. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund What is the name of the campaign?
  • 13. Send people to landing page.• Bit.ly/Goo.gl• QR Code• Redirect goo.gl/K7Z3jwww.convergeconsulting.org/contact-us/request-analytics-consultation/?utm_source=powetpoint&utm_medium=qr%2Bcode&utm_campaign=maximum%2Bimpact%2Bpresentation
  • 14. Analyze results in Google Analytics
  • 15. Compare/Analyze • Campaigns • Sources • Mediums
  • 16. Make changesReallocate funds to what is workingEliminate what is not
  • 17. RecapTrackSet up GoalsUse Campaign TrackingAnalyzeMake Changes
  • 18. Questions?Go to http://goo.gl/K7Z3j tosign up for a free, 20-minuteanalytics consultation.