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  • Fueled by Gannett, a $5b media powerhouse.
  • 82 news providers, 23 TV stations....Not just access to the media you need ... we OWN the media you need!
  • Information and insights that allow us to create ideas and advertisingthat inspire people to action… To shop, to call, to buy...Advertising and ideas that are motivating and memorable...
  • Such strategic plans in higher education will continue to be strained during the next several years as a result of changing market dynamics. 
  • Such strategic plans in higher education will continue to be strained during the next several years as a result of changing market dynamics. 
  • Such strategic plans in higher education will continue to be strained during the next several years as a result of changing market dynamics. 
  • Such strategic plans in higher education will continue to be strained during the next several years as a result of changing market dynamics. 
  • Godin also asserts that most colleges and universities have become,“…mass marketers have chosen to sell above average education to above average masses of students.” Elizabeth Scarborough, a higher education consultant, recently developed a word cloud of almost 1,000 college and university taglines that highlights common words perhaps indicative of a mass market approach.
  • It’s helpful to higher education marketers to understand which social media tools have been adopted across the field, it is of even greater value to understand which social media tools have been most useful to our various constituents (prospective students, current students, alumni, etc.) Although the adoption of a social media channel might be a popular marketing tactic, it does not constitute strategic marketing.
  • It’s helpful to higher education marketers to understand which social media tools have been adopted across the field, it is of even greater value to understand which social media tools have been most useful to our various constituents (prospective students, current students, alumni, etc.) Although the adoption of a social media channel might be a popular marketing tactic, it does not constitute strategic marketing.
  • It’s helpful to higher education marketers to understand which social media tools have been adopted across the field, it is of even greater value to understand which social media tools have been most useful to our various constituents (prospective students, current students, alumni, etc.) Although the adoption of a social media channel might be a popular marketing tactic, it does not constitute strategic marketing.
  • Seemlessly delivered through the most effective media channel...Broadcast, digital, mobile, social…That makes your story most meaningful...
  • How do we move them from Awareness to Advocacy?These are all of the different products we use to support our higher EDU clients generate leads and move prospects through the pipeline.What solutions are you currently using that you don’t see here?
  • It’s helpful to higher education marketers to understand which social media tools have been adopted across the field, it is of even greater value to understand which social media tools have been most useful to our various constituents (prospective students, current students, alumni, etc.) 
  • It’s helpful to higher education marketers to understand which social media tools have been adopted across the field, it is of even greater value to understand which social media tools have been most useful to our various constituents (prospective students, current students, alumni, etc.) 
  • It’s helpful to higher education marketers to understand which social media tools have been adopted across the field, it is of even greater value to understand which social media tools have been most useful to our various constituents (prospective students, current students, alumni, etc.) 
  • Major tactics – The campus virtual tour. Tie in to the video stories, the student page and more.
  • Gannett corporate commissions Borrell and Associates for custom research studies at the national and local level. EXAMPLE: Data for this table is for colleges and universities in the Four-County Des Moines area.They have developed a “Recommended Media Mix” for EDU marketers and has a specific media mix for Des Moines Area colleges and universities.Needs Evaluation question: How does your overall media mix compare and contrast with this recommended plan?Notes on their Methodology:MethodologyTwo inputs: Revenues received by local media companiesAmounts spent on advertising by local businesses.Their statistical model is used by more than 1,000 media companies in North America and has been under continuous development since 1990.The methodology is based on the concept that advertising expenditures are essentially equal to advertising receipts at the national level. The heart of the methodology is the manner in which these totals are allocated across business categories, media types and individual counties.Online advertising analysis is founded on two databases: Database 1: An estimate of ad spending by all 15 million U.S. companies — by size and by Standard Industrial Code (SIC) — across all media channelsDatabase 2: An estimate of online ad receipts by ALL U.S. media companiesThe model separates ad spending that is coming into a market from ad spending that is going out of the market. This enables us to measure ad spending that is:Generated and spent in a given market Directed to a market from elsewhere Generated in a market but spent elsewhere
  • Branding and marketing strategy developed specifically to meet defined goals.
  • It’s helpful to higher education marketers to understand which social media tools have been adopted across the field, it is of even greater value to understand which social media tools have been most useful to our various constituents (prospective students, current students, alumni, etc.) Although the adoption of a social media channel might be a popular marketing tactic, it does not constitute strategic marketing.
  • It’s helpful to higher education marketers to understand which social media tools have been adopted across the field, it is of even greater value to understand which social media tools have been most useful to our various constituents (prospective students, current students, alumni, etc.) Although the adoption of a social media channel might be a popular marketing tactic, it does not constitute strategic marketing.
  • Powerful Platform. BAM 2.0 is the most innovative, comprehensive and flexible social advertising platform. The BAM 2.0 is fueled by BLiNQ Media’s LiFT: Likes. Interests & Fan TargetsTM, identifies and ranks global audiences with the highest propensity to engage with brands before the ad spend.Facebook Preferred Marketing Developer. One of a handful of companies globally with both Facebook Ads and Insights Badges.Break-through Results. Unprecedented targeting, performance and scale in social ad campaigns.
  • Potential major tactic: Gannett developed the app for other colleges to provide a highly effective mobile experience for those in the consideration phase of the journey.Along the same lines, Gannett is actively developing other specialized tools for use in higher education marketing – such as a “virtual college fair” focused on colleges with the ability of the college to do live presentations with Q&A sessions with potential students.

Lorascollege presentation 031213 Lorascollege presentation 031213 Presentation Transcript

  • Not just access to the media you need... Gannett OWNS the media you need!Local and Specialty Media…National NewsProviders… Television Stations…
  • 82 News Providers, 23 TV Stations andOther Owned Resources…Plus Research and Resource Partners…
  • From national to local, Gannett knows people.Research, information, the pulse ofevery local market...Unparalleled insights that drive ourplans...
  • Higher Education Marketing Challenges
  • There are Dramatic Shifts in Higher Education as We Approach 2020
  • “The business of higher educationis going to change as much in the next decade as newspapers did in the prior one.” - Seth Godin, Marketer, author of “Purple Cow”
  • Higher Education Marketing isSuffering from an “Identity Crisis”
  • The Problem of “Sameness”…“That‟s billions of dollars of media to bereiterative… stop telling people the samething they‟re not hearing.” - Clive Sirkin, Senior marketing officer, Kimberly Clark
  • Elizabeth Scarborough, a highereducation consultant, recently developed a word cloud of almost 1,000 college and university taglines that highlights common words perhaps indicative of a mass market approach.
  • At the top of the “word cloud” list:World, excellence, success, future, learning, life, minds, realSameness = Identity Crisis
  • What is thefundamentaltest of abrandposition?
  • Is it believable and can you own it? Case Study:Southern New Hampshire University
  • 2003: A modest school when Le-Blanc joined as president…it’s online program was:“a sleepy operation on a nondescriptcorner of the main campus. I thought it was squandering an opportunity.”Now: SNHU‟s Center for Online and Continuing Education (COCE), the largest online-degree provider in New England with 10,600 students enrolled in 120 graduate and undergraduate programs and specialties. Source: http://stateimpact.npr.org/new-hampshire/2012/03/07/why-a-business-magazine- named-snhu-one-of-worlds-most-innovative-companies/
  • http://www.snhustories.com/
  • Common misconception that marketing should be primarily focused on the function of admissions.*Source: A 2020 Perspective on Higher Education – themarketingprof.com
  • Consider the lifetime value chain of a student from prospect to advocate.*Source: A 2020 Perspective on Higher Education – themarketingprof.com
  • Students will often have even greater value to the institution as alumni.*Source: A 2020 Perspective on Higher Education – themarketingprof.com
  • Connect the links in the chain withintegrated marketing communication to capitalize on considerableopportunities to advance the institution.*Source: A 2020 Perspective on Higher Education – themarketingprof.com
  • “(findings highlight) a real need to go beyond the „social media checklist‟ tactic and adopt a more strategic and measurable approach in higher education” - Karine Joly, collegewebeditor.com
  • ? Integrated Consistent Audience Appeal Reinforces Brand Website Connected
  • Call-to-Action
  • Higher Education Marketing Meeting the Challenges
  • A Need for Research“Unknowns” Make the Work of Marketing Harder
  • Targeting, messaging and media mix:• What segment to target now, next and later?• When, where and how often to reach each audience?• How does the message resonate with each audience?Internal/external factors:• Understanding how the internal college offerings (programs/curriculum) impact goals• Understanding how the uncontrollable external market factors impact goals
  • Target Audience, Media and Message in Sync
  • The Education Consumer JourneyAwareness ConsiderationPrint PrintDigital Video Social MediaSocial Media Audience Targeted BannerSection Targeted Banner Ads Ads(mobile + desktop) (mobile + desktop)Rich Media Enabled Banner ReputationAds Management/MapsHigh Impact Ad Units E-mailIntent PurchasePrint PrintSEM/SEO Pay-per-click/SEOE-mail Content/Behavior TargetingBehavior Targeting Banner Ads Banner AdsRe-Targeting Banner Ads Re-Targeting Banner AdsHigh Impact Ad Units High Impact Ad UnitsSocial Media Social MediaReputation Management/Maps AdvocacyLoyalty E-mail MarketingE-mail Marketing ReputationSocial Media Management/Maps
  • Social Media: Content Plan andStrategy Audit• Content Marketing Plan• Marketing-integrated• Targeting Audiences• Reinforces Brand?• Website Integration• Call-to-Action
  • Visual Social Audit• Consistent across platforms• Audience appeal• Brand tenets/ message present• Pages optimized
  • Our Philosophy and Work “Armed with the true intelligence, we can begin the Creative Process, and it doesn‟t start with clever words andpretty pictures. It begins with strategy.”
  • We Believe
  • Ragbrai Brand TenetsIndividual Challenge Iowa - Food Fun - Entertainment The Ride
  • The NewBranded SiteRAGBRAI, over 40 years old, isthe oldest, largest and longesttouring bicycle ride in the world.
  • “Critical to the success of any BrandCampaign is how well you know youraudience(s).” - GCS Philosophy This is what GCS was able to do with the most recent Bankers Trust campaign…
  • Target: The Transition PlannersSegment experiencing major transitions – new baby, buying a home,wedding, retirement, etc. – who are more likely to switch financialinstitutions.
  • Mapping by Audience SegmentTransition Planners - Where do they live?
  • The Data Intelligence ToolsThe campaign was developed following an audience segmentation study.GCS created customer segments using secondary research tools from Nielsen (Claritas, Prizm andConsumerpoint) and used PitneyBowes’ MapInfo®Software to demonstrate the geographic location segments by household. 4
  • BankersTrust• Brand Shift• Research• Dynamic Creative• Results
  • Developing Personas
  • Sue - Shop When INeed It Nicole - I’m Not My Mother Shopping Behavior DiffersTheresa - My by AudienceFurniture ChoiceDefines Me Segment…
  • Nicole (25-34 yrs) - I’m Not My Mother Total Population: 187,744Being very technologically Total Shoppers: 34,926savvy, her peer group is most Total Buyers: 20,881likely on social networkingsites and she may researchpurchases online before evervisiting a store.Nicole tends to have an activelifestyle, choosing to live nearparks, golf courses & shoppingmalls.While price conscience, herdeciding factors of a purchase Nicole represents 27% of the totalwill likely be style. Once Nicole population in the DMA. Only 16% of thefalls in love with the Nicole’s come into Homemakers to shop.Homemakers brand, she could When she does come in, Nicole buys 60%be a shopper for life. of the time.
  • Nicole(25-34 years)
  • The right product, price,media meets the right campaign… The campaign featured creative that elicited anemotional reaction and was relatable to the target audience persona: Nicole.
  • GCS used a Moderated Message Board to understand and measure audience perceptions of campaign logo, messaging, images and change in Ministry Health’s campaign overall.
  • Moderated Message Boards
  • Gannett = Data Intelligence• Gannett Data includes subscriber and household data for zips codes across the United States.• Gannett has access to Claritas/Prizm (by partner Nielsen Research) – providing the comprehensive consumer behavior household data in the world.• Gannett also obtains tons of purchased business data.
  • How We Can Help: Now & Beyond • RESEARCH/EXPLORE – RAM Panel>>Advertising campaign, Consumer behavior knowledge>>Targeted audiences, market intelligence>>Competitive landscape>>Borrell EDU data • BRANDING/STRATEGY – Brand positioning, goals (short term and three-year), messaging, core strategy, major tactics • DYNAMIC CREATIVE – Either to evolve current campaign or to depart from, depending on what the research says • SOCIAL MEDIA – Content and platform strategy, tactics, marketing sync/training for contributors (staff, student, marketing), Blinq Media • MEDIA – Television, print, behaviorally targeted digital, outdoor, email blast, out-of-home, mobile sponsorship, social, integrated media plan • MEASUREMENT/ANALYTICS – RAM panel (analyze and measure campaigns), data capture/media analytics (PointRoll), social media analytics (Blinq Media)
  • Borrell 2012 Data: Digital MediaMix EXAMPLE: Digital budget distribution for Colleges and Universities in 4-County Des Moines Area (Polk, Warren, Dallas, Story). Percent Share 29% Paid Search 28% ROS Display 24% Targeted Display 13% Online Video* 4% Email* 1% Audio *Online video is being under utilized by 12% and Email by 10% compared 2012 Projection: $69.69 to higher education nationally. 2017 Forecast: $213.31 $ in Millions Percent Change: 206%
  • Aligning Outcomes with Goals:Business, Strategic, TacticalBusiness goal examples• Total annual revenue to exceed ?? million in 2013-2014• Total class enrollments to exceed ?? in 2013-2014Strategic goal examples• Maintain greater than 98%?? customer satisfaction• Elevate brand value by increasing Brand (BAV) factors• Develop a robust content strategy to support tenetsTactical goal examples• Achieve 140?? testimonials, 75?? PR mentions in 2013• Develop innovative “personal branding” training program prof. (headshots, using social media, interviewing, etc)• Execute a dynamic creative, impactful, data-rich ad program• Expert speaker series or other to promote startup program• Launch Campus Virtual Tour Mobile App
  • Creative Results Founded inResearch
  • StrategicContentMarketing
  • ENGAGE StrategicCONSUMERSBUiLD SocialBRANDS Advertising
  • Powerful Platform. BAM 2.0 is the mostinnovative, comprehensive and flexible social advertisingplatform. BAM 2.0 is fueled by BLiNQ Media’s LiFT: Likes.Interests & Fan TargetsTM, identifies and ranks globalaudiences with the highest propensity to engage withbrands before the ad spend.Break-through Results. Unprecedentedtargeting, performance and scale in social ad campaigns.
  • Mobile Solutions:Ads, Apps & Sites Success Starts Here Career Family Development Personal Opportunity EnrichmentCampus Virtual Tour
  • Collaborating with Gannett:RESOURCES – Increase capabilities of your marketingteam, bringing a wealth of Gannett assets and resources tothe marketing solutionOUR SCOPE – Your Gannett team will complement yourmarketing team to make things easier and expand thecapabilities of staff.• Increase bandwidth of your marketing team to conduct research, develop marketing strategy, create content, provide social/content training and other execution tasks• Produce dynamic creative expertly designed for rich media and digital with data-capture in mind• Add an outside perspective to the development of strategy, big ideas and major tactics
  • “You don‟t win an Olympic gold medal with a fewweeks of intensive training. There‟s no such thingas an overnight opera sensation. Great law firms ordesign companies don‟t spring up overnight… everygreat company, every great brand, and every greatcareer has been built in exactly the same way: bitby bit, step by step, little by little.” - Seth Godin Gannett would love to help with your journey!
  • What’s Needed and Next Steps: Discuss
  • How We Can Help: Now & Beyond • RESEARCH/EXPLORE – RAM Panel>>Advertising campaign, Consumer behavior knowledge>>Targeted audiences, market intelligence>>Competitive landscape>>Borrell EDU data • BRANDING/STRATEGY – Brand positioning, goals (short term and three-year), messaging, core strategy, major tactics • DYNAMIC CREATIVE – Either to evolve current campaign or to depart from, depending on what the research says • SOCIAL MEDIA – Content and platform strategy, tactics, marketing sync/training for contributors (staff, student, marketing), Blinq Media • MEDIA – Television, print, behaviorally targeted digital, outdoor, email blast, out-of-home, mobile sponsorship, social, integrated media plan • MEASUREMENT/ANALYTICS – RAM panel (analyze and measure campaigns), data capture/media analytics (PointRoll), social media analytics (Blinq Media)