Persona-Driven Marketing: Integrating Community Outreach, Student Recruitment and Advancement
Upcoming SlideShare
Loading in...5
×
 

Persona-Driven Marketing: Integrating Community Outreach, Student Recruitment and Advancement

on

  • 1,694 views

Higher Education institutions rely heavily on both fiscal contributions as well as other forms of support from their communities to help build and maintain a high standard of educational and ...

Higher Education institutions rely heavily on both fiscal contributions as well as other forms of support from their communities to help build and maintain a high standard of educational and institutional excellence. Creating dynamic marketing personas that are easy to identify, relevant and engaging empowers a diverse group of students, parents, community leaders and partners to give back and support your institution's brand.
Taking a very different approach to a large public institution's comprehensive fundraising campaign, EMG identified and applied best practices from other industries such as entertainment, healthcare and consumer packaged goods to yield incredible results through a messaging-focused, persona-driven web marketing campaign for the University of California, Irvine.

From this Webinar You Will Learn How To:
1. Develop your own personas that are relevant to your brand and target audience
2. Integrate persona-driven marketing with fundraising, student recruitment and public relations
3. Use social media tools to optimize word of mouth marketing and build a community around your specific campaign
4. Measure the success of your personas and evolve them accordingly
5. Craft engaging personalized content

Statistics

Views

Total Views
1,694
Views on SlideShare
1,694
Embed Views
0

Actions

Likes
0
Downloads
37
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Margie Images
  • MB

Persona-Driven Marketing: Integrating Community Outreach, Student Recruitment and Advancement Persona-Driven Marketing: Integrating Community Outreach, Student Recruitment and Advancement Presentation Transcript

  • Persona Marketing in Higher Education Webinar | Slide 1 Persona-Driven Marketing: IntegratingCommunity Outreach, Student Recruitment and Advancement Presented by: Damien Navarro 06/29/2011
  • Persona Marketing in Higher Education Webinar | Slide 2About EMG & Core Competencies• Full-service interactive marketing agency• Headquartered in Orange County, CA• Established in 1999• Clients Include: STRATEGY EXPERIENCE PERFORMANCE RELATIONSHIPS TECHNOLOGY Research, Personalization, Campaigns, Awareness, Influ Development, Planning & Engagement & Testing & ence & Social Customization Analysis Entertainment Intelligence Marketing & Integration
  • Persona Marketing in Higher Education Webinar | Slide 3Welcome!About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Links to be sent to attendeesPresentation posted to EMG Knowledge Center View slide
  • Persona Marketing in Higher Education Webinar | Slide 4Presenter Introduction • Background in cross-channel marketing, online advertising, enterprise technology, social media, brand awareness and all things digital • Focused on helping clients to think strategically and to maximize internal and external resources • SME in technology innovations and marketing, and behavioral marketing trends • Experienced industry thought leader, public speaker and author • Highly respected executive in the field on interactive marketing for his vision of the future of integrated marketing, advertising and communications • Works with clients in multiple verticals: Higher Education, Financial Services and Entertainment View slide
  • Persona Marketing in Higher Education Webinar | Slide 5Presentation Agenda1. Defining Personas & Their Advantages2. Understanding How Brand Leads to Personas3. Developing Brand & Personas4. Persona Marketing for UCI Capital Campaign5. Questions & Answers
  • Persona Marketing in Higher Education Webinar | Slide 6 Think About the Complexity of Your AudienceYoung Adults & Teens Family Households Alumni & Donors International Boomers & Seniors Multicultural/lingual Urban, Suburban & Rural Community Leaders 6
  • Persona Marketing in Higher Education Webinar | Slide 7Persona Definition1. Personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way2. Personas are useful in considering the goals, desires, and limitations of your audience and web users in order to help to guide decisions about their interaction online such as features, content, call-to-actions, and visual design.
  • Persona Marketing in Higher Education Webinar | Slide 8Advantages to Using Personas1. Defining personas helps the organization to have a shared understanding of the real users in terms of their goals, capabilities and contexts.2. Helps prevent "self referential design" when we may unconsciously project our own mental models on the web “experience” which may be very different from that of the target audience3. Features can be prioritized based on how well they address the needs of one or more personas.4. Provides a human "face" so as to focus empathy on the persons represented by the demo and psychographic.5. Data about the groups can be put in a proper context and can be understood and remembered in coherent stories.
  • Persona Marketing in Higher Education Webinar | Slide 9Traditional Demographic ProfilingIncludes age bands, gender, income, social class, education, location, relationship status, etc.
  • Persona Marketing in Higher Education Webinar | Slide 10Psychographic & Ethnographic Research & Profiling1. Live user data and analytics2. Accounts for life experience and interests3. Determines likes, neutral and dislikes4. Looks at unique cultural differences and preference5. Explores real-world influencers and responses
  • Persona Marketing in Higher Education Webinar | Slide 11 Online Engagement, Influence & Lifecycle Framework Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8 Initiator or Introduction Research and Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty Follower to Idea & Self + Brand Search Research, On-Site, Seeking or Awakening Influencer Identification Experience, Examination Disengaged of Needs Opinion Community of Sentiment Cost, Payment & Reputation Donate/ Adopt/ Member /Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention Vulnerable and Emotional Educated and Influenced The flow of influence from “fans” and “friends” can be just as impactful.
  • Persona Marketing in Higher Education Webinar | Slide 12Thinking of Day in the Life of Your Audience• 3 Sample Personas for Same Non-Profit – The Advocate – The Learner – The Awakener12
  • Persona Marketing in Higher Education Webinar | Slide 13The Advocate• Cares passionately about animal welfare and advocacy and the adoption of animals over the purchase of them• Longtime member the organization and volunteers at a local shelter• Always telling friends and family and anyone who will listen (in a nice way) about the wonders of shelter animals and why purchasing a pet is simply an antiquated and inhumane idea (you CAN, after all, find all types of purebreds in shelters if you look)• Possibly: – Grew up in a family that advocated shelter animals – Purchased a purebred from a puppy mill that ended up with all sorts of medical problems (and bills for her) and vowed to never do that again and bring light upon the harm of puppy mills – Watched DogTown on the National Geographic Channel and was motivated to take action against the cruelty inflicted upon an animal• Whatever the trigger, she’s a member, a fan and ready to be an advocate (for free!)13
  • Persona Marketing in Higher Education Webinar | Slide 14The Learner #1• Rescued a dog, Bud, from a shelter a few months ago and is having trouble getting the dog to behave• Doesn’t want to give Bud back, so he’s looking for tips on how to train him, to help keep Bud at his “forever home”• Conducting research online and a link for the organization came up in his search results. He clicks through to the site and finds invaluable tips in the “You and Your Pet” section of the website.• After implementing some of these tips, he sees that Bud’s behavior is improving, and feels uplifted and positive about keeping Bud.• Months later, this learner remembers how helpful the organization’s website was, and returns to the site for more information about caring for bud, now his best friend.• Donates14
  • Persona Marketing in Higher Education Webinar | Slide 15The Learner #2• Has been a financial supporter of the organization for years, and has finally decided to give her time and not just her money by volunteering• Visits the website to seek out the volunteer opportunities that are out there and finds the organization’s Network• Signs up and works at the LA Super Pet Adoption and loves the experience• Continually uses the network to find more opportunities and learn more about what different charities and campaigns are doing, following the efforts and seeing where she can help15
  • Persona Marketing in Higher Education Webinar | Slide 16The Awakener• Never heard of the organization before a few weeks ago. He found out about it because a friend had shared a piece of news from the organization’s website on Facebook• He was intrigued and read about Zoom, a brave and forgiving Pit Bull who, despite the hand he’s been dealt, can’t help but just lick the next hand that shows him some love.• Pokes around the website, learning more and more about the organization’s mission• His family always had dogs from a breeder and he had never even thought twice about it. As he learns more and reads more, he takes notice.• Not quite ready to do anything yet, but is seriously considering adopting his next dog from a shelter. He wants to ask his friends first, as he’s a little wary and thinks that shelter dogs might be more difficult to train.• Curious and open, yet cautious16
  • Persona Marketing in Higher Education Webinar | Slide 17Messaging & Branding Priorities that Crossover17
  • Persona Marketing in Higher Education Webinar | Slide 18Approaching Brand & Persona Development
  • Persona Marketing in Higher Education Webinar | Slide 19Approaching Brand & Persona Development • What promises is a brand making? Brand Identity • What are the core values backing a brand? • What narratives and stories does a brand share? • What quantitative data exists on the brand? Insights • What are the conversations surrounding a brand? • What demographic profile of the brand exists? • What channels deliver the brand story? Communication • How are brand values conveyed visually? • Does user experience support the brand narrative?
  • Persona Marketing in Higher Education Webinar | Slide 20Approaching Brand & Persona Development • What promises is a brand making? Brand Identity • What are the core values backing a brand? • What narratives and stories does a brand share? • What quantitative data exists on the brand? Insights • What are the conversations surrounding a brand? • What demographic profile of the brand exists? • What channels deliver the brand story? Communication • How are brand values conveyed visually? • Does user experience support the brand narrative?
  • Persona Marketing in Higher Education Webinar | Slide 21Approaching Brand & Persona Development • What promises is a brand making? Brand Identity • What are the core values backing a brand? • What narratives and stories does a brand share? • What quantitative data exists on the brand? Insights • What are the conversations surrounding a brand? • What demographic profile of the brand exists? • What channels deliver the brand story? Communication • How are brand values conveyed visually? • Does user experience support the brand narrative?
  • Persona Marketing in Higher Education Webinar | Slide 22Approaching Brand Redevelopment Brand Identity Brand Identity Insights Insights Communication Communication Does it all align? We say, “We are committed to sustainability.” They perceive, “You are committed to sustainability.”
  • Persona Marketing in Higher Education Webinar | Slide 23Approaching Brand & Persona Development • What promises is a brand making? Brand Identity • What are the core values backing a brand? • What narratives and stories does a brand share?
  • Persona Marketing in Higher Education Webinar | Slide 24Approaching Brand & Persona Development • What quantitative data exists on the brand? Insights • What are the conversations surrounding a brand? • What demographic profile of the brand exists? St. Cloud State University University of Minnesota Duluth Minnesota State University, Mankato
  • Persona Marketing in Higher Education Webinar | Slide 25Approaching Brand & Persona Redevelopment • What quantitative data exists on the brand? Insights • What are the conversations surrounding a brand? • What demographic profile of the brand exists? Benchmark Mention Volume: 30 DaysMSU, Mankato 988 U of M Duluth 2316St. Cloud State 3262 0 500 1000 1500 2000 2500 3000 3500
  • Persona Marketing in Higher Education Webinar | Slide 26Approaching SCSU Brand Redevelopment • What quantitative data exists on the brand? Insights • What are the conversations surrounding a brand? • What demographic profile of the brand exists? Mainstream Media Forum Titles 90 90Days Days Social Networks 90Days
  • Persona Marketing in Higher Education Webinar | Slide 27Approaching Brand & Persona Redevelopment • What quantitative data exists on the brand? Insights • What are the conversations surrounding a brand? • What demographic profile of the brand exists? Mainstream Media Forum Titles 90 90Days Days Social Networks Social Networks 90 30Days Days
  • Persona Marketing in Higher Education Webinar | Slide 28Approaching Brand & Persona Redevelopment • What channels deliver the brand narrative? Communication • Visually how is a brand narrative conveyed? • Does user experience support the brand narrative? 4%
  • Persona Marketing in Higher Education Webinar | Slide 29Developing Brand & Persona Development
  • Persona Marketing in Higher Education Webinar | Slide 30Developing Brand & Persona DevelopmentPersona Attribute Brand & Marketing Creation of Theme &Discovery and Card Strategy Scoring Matrix “Mood” BoardsSorting Exercise 4% Brand Identity Deliverable: Persona Playbook
  • Persona Marketing in Higher Education Webinar | Slide 31Developing Brand & Persona DevelopmentCrowdsourcing & Social Video Documentation of Remote Focus Groups &Listening Target Audience Virtual Testing; Lifestyles Stakeholder Interviews 4% Insights Deliverable: “A Day in the Life of…” Brand Identity
  • Persona Marketing in Higher Education Webinar | Slide 32Developing Brand & Persona Development Strategy Insights Web User Experience Brand Identity
  • Persona Marketing in Higher Education Webinar | Slide 33Executing Brand & Persona DevelopmentWebsite Requirements Rollout Marketing & Creative & ContentDocument Communications Plan Campaign Launch Strategy Communication Plan 4% Insights Brand Identity
  • Persona Marketing in Higher Education Webinar | Slide 34Executing Brand & Persona Development Measurement & Optimization Execution Strategy Communication Plan 4% Insights Brand Identity
  • Persona Marketing in Higher Education Webinar | Slide 35Persona Driven Marketing for UCI
  • Persona Marketing in Higher Education Webinar | Slide 36Persona Identification• Shaping The Future of Health• Leadership for a New Global Community• Shaping the Future of Our Planet• Shaping the Frontier of Learning• Supporting Scholarships & Fellowship36
  • Persona Marketing in Higher Education Webinar | Slide 37 Created & Syndicate Branded Original Content• Thinking like a publisher - demand for “edutaining” content is growing• Integrates across, and supports, student recruitment and public relations• Drive the casual observer to awaken to the greater need• Make the brands impact more accessible (mobile to global)• Unprecedented opportunity to re-use and syndicate content via technology
  • Persona Marketing in Higher Education Webinar | Slide 38 Powering Up the Community•Harness “celebrities” and “ambassadors” to lead•Utilize niche and searchable content•Authenticity and visibility is critical•Challenge the community to engage•Huge multidisciplinary opportunity•Challenge the community to create and share•Call-to-actions and content targeting is critical
  • Persona Marketing in Higher Education Webinar | Slide 39 Own and BRAND the Knowledge Center•Contributes extensively with SEO & online brand equity•Harvest ideas, external factors and popular trends•Works well with highly niche content•Increases visibility and relevancy online•Lead with authenticity and transparency
  • Persona Marketing in Higher Education Webinar | Slide 40User Generated Content & App Promotions •Enable the “fans” of the campaign to battle the naysayers •Grow digital real-estate and brand equity •Sharing extends the reach further •YouTube gives accessibility to national audience
  • Persona Marketing in Higher Education Webinar | Slide 41 $600 Million Milestone! UCI launched the Shaping the Future campaign in JulyPerformance to Date 2005 (ends in 2015) and is proud have achieved $609M of the campaigns overall $1 billion goal.
  • Persona Marketing in Higher Education Webinar | Slide 42Performance to Date The campaign has touched virtually every aspect of the campus, including: Doubling UCIs endowed chairs200+ new student awards and 2,000+ scholarships and fellowships Establishing and naming new schools, facilities and programs Enhancing alumni and student engagement and philanthropy with more than 128,000 gifts made to the university during the campaign Successful community and government relations programs and relationships Opening of the UC Irvine Douglas Hospital; completion of the $50 million hospital campaign Setting historic annual fundraising records and significantly increasing the universitys endowment
  • Persona Marketing in Higher Education Webinar | Slide 43Questions?• We’d love to hear from you. Let us know if you have any questions!
  • Persona Marketing in Higher Education Webinar | Slide 44Q&A Thank You! Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s persona to help you get started! Toll Free: (866) 62-EARTH www.visitemg.comFULL WEBINAR AVAILABLE TOMORROW AT: Youtube.com/earthboundmediagroup Earthboundmediagroup.com/emg/home/ knowledge-center/webinars.htmlSTAY CONNECTED WITH EMG: STAY CONNECTED WITH EKTRON: Twitter.com/EMGtheAgency Twitter.com/Ektron Facebook.com/earthboundmediagroup Facebook.com/Ektron.Inc
  • Persona Marketing in Higher Education Webinar | Slide 45 Thank You For Your Time! Damien NavarroManaging Partnerdnavarro@visitemg.com 949.857.4000 x 101