Digital Marketing Plan - Lead Generation


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High level Marketing Plan to generate leads utilizing a mix of channels to reach a very specific target and optimize the spend / results.

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  • Overall, our goal is to deepen our collaboration with you and your team and to field ever more effect marketing that grows Rutgers Online.
  • Focus on Program Specific Strategy to support the launch of Rutgers Online with the LSI Masters Degree Program (Phase I)As new Programs commit, expand the marketing efforts to build a broader base of awareness, motivate consideration, drive prospective students to RFI LP (Phase II)Fine tune our strategy as we learn what is delivering the resultsContinually improve the web experience to drive higher conversion across programs
  • Focus on Program Specific Strategy to support the launch of Rutgers Online with the LSI Masters Degree Program (Phase I)As new Programs commit, expand the marketing efforts to build a broader base of awareness, motivate consideration, drive prospective students to RFI LP (Phase II)Fine tune our strategy as we learn what is delivering the resultsContinually improve the web experience to drive higher conversion across programs
  • Summary to be developed based on collective findings form Discovery – Kiosk completing media and SALT the creative.[MH] Notes: Degree specific advertising, both banners and SEMDegree specific landing pagesInteresting to note that many are putting the number of required credit hours and Penn State goes so far as to put the cost per credit, so you can find out what the cost of your education will be. We believe that this will improve the quality of leads that come through the landing pages, since those that would be discouraged by price will self-select out.UNC has demographic search criteria on their online offerings (“for life long learners” “for military” etc)Interesting that UNC uses exclusivity in their MBA ads… The online MBA you probably won’t get into – Bold statement, but necessary?
  • Kiosk to provide.
  • Projected #s will be plugged into this chart. The point of this chart is to get the universe down to the most likely target to be interested, attracted to Rutgers LSI Program.
  • Media = Focus being planned for search to launch messaging quicklySupplement SEM with direct email campaign to highly targeted listAdd Linkedininmail to librarians who do not have secondary degreesUtilize trade publication sites to reach targeted audienceUse Paid Leads from select lead generation sites to provide pre-qualified leadsCreative = Simple, direct; SEM does NOT really allow for “campaigns” due to limited character countsWeb = Job #1 conversion to funnel
  • Margo would like to present two concepts?
  • Linda pulling creative / messaging review together.
  • Digital Marketing Plan - Lead Generation

    1. 1. 0Marketing PlanSeptember, 2012
    2. 2. 1Marketing Plan ComponentsWhat we’ll be covering today1. Campaign Objectives2. Campaign Organizing Principles3. Competitive Analysis4. Rutgers Online Branding5. Rutgers Online Marketing Plan6. Analytics Requirements7. Next Steps
    3. 3. 2Campaign ObjectivesEstablish foundation for successIncrease awareness of Rutgers Online• Baseline awareness• Perceptions• Vs. competitionDrive qualified leads• MLIS Program Launch 9/15• New programs as added• Test creative/messaging/media• Leverage analyticsImprove touch point conversions• Marketing• Web experience• RFI-enrollmentPR/Social(Earned)Ad/DR(Paid)WebRFI –Enroll
    4. 4. 3Marketing ApproachExecutive Overview
    5. 5. 4Campaign Organizing PrinciplesOptimize steps in student journey to enrollmentDR AdvertisingWebRFIApplyAwarenessActionDesireInterestPearson / SALTRutgersPearson / ITKRutgers + Pearson / ITKFocus of Today’sConversation
    6. 6. 5Campaign Organizing PrinciplesNear-term focus on program-specific tactics2012-2013 Launch• Program-specificlaunch• Master of Library andInformation Science2013-2014 Expand• Program-specificexpansion• Master of Library andInformation Science• Master of ?• Master of ?• Master of ?2014 – 2015 Evolve• Explore “onlineportfolio” approach• Requires robust portfolioof 10+ programs
    7. 7. 6Campaign Organizing PrinciplesTie media levels to key enrollment periodsSpike 90-120days beforeapp due dateLaunch attest levelsReturn tomaintenancelevelsSpike 90-120days beforeapp due date Return tomaintenancelevelsMLIS??Sep Oct Nov Dec Feb Mar JunMayJan Apr JulAug Aug SepCampaignCadenceProgramOnboarding
    8. 8. 7Campaign Organizing PrinciplesLeverage data to optimize resultsBenchmark•IndustryStandards•Past CampaignResults•AnalyticsCapabilitiesExecute•Target•Media•Message•Creative•OfferAnalyze•Test Cells•Impressions•Site Visits•RFIs•Apps•EnrollsOptimize•Update models•Expand successfulefforts•Identify newexperiments
    9. 9. 8Competitive Analysis
    10. 10. 9Competitive AnalysisMethodologyCompetitors BenchmarkedFactors Analyzed• Creative: Key messages, campaign themes• Media: Media mix, timing, key markets• Web: UX, content, calls to action, flow to applicationNote: Competitive creative examples can be found in the appendix
    11. 11. 10Competitive AnalysisSummary of findingsCampaign Themes• Most master’s programs focus on program-specific themes• Few true “campaign-able ideas” that extend over timeCampaign Messaging• Good amount of degree-specific promotion• A lot of one-off, generic messages• Many focus on simply selling the category – online• Value messaging prevalent• Better job, achievement, excellenceCampaign Design• Little that is truly distinctive or own-able• Most have multiple visual design solutions• Mostly color blocks or stock type imageryCampaign Calls to Action• Most drive to request for more information
    12. 12. 11Competitive AnalysisSummary of findingsCampaign Media Strategy• Search and banner ads are main means of advertising• Most focus heavily on search• Syracuse and University of Illinois – Urbana focus exclusively on search for their onlineuniversities• TV and outdoor not used by any competitors over the last year and half• Seasonal spikes are in September, October and March, April and May• Highest spend in April and October• Drexel and Penn State have the highest spend overall in advertising onlinedegree programs.• Drexel has a diverse mix across multiple media to increase reach – onlyuniversity to use some paper and magazine advertising
    13. 13. 12Rutgers Online Branding
    14. 14. 13Rutgers Online BrandingIdentity and visual languageOnlineIdentity• Recommend launching withRutgers Online• Delivers clear “online” proposition• Allows for evolution to “onlinecampus” or other constructovertime as portfolio expands• Aligns with all-up identity standardsVisual Language• Recommend working withinexisting visual identitystandards• Current system provides clearrecognition and brand equity• System is flexible enough to allowfor creative experimentation
    15. 15. 1414Rutgers Online BrandingAll-up online positioningPursueWhat’sNextLeadingResearchUniversityWorld-RenownedFacultyCollaboration,and InnovationMaster FocusedGlobal ReachAll-up positioning informs tone, manner, and style of ourcommunications as well as competitive differentiation
    16. 16. 15Rutgers Online Marketing Plan• Key Planning Considerations• Target Audience• Target Geographies• Media Strategy• Messaging Strategy• Creative Strategy• Web Strategy• Analytics Strategy
    17. 17. 16Key Planning ConsiderationsBrand Power- High regionalawareness- Limited nationalawareness- No online awareness- Rebranding inprocessWeb Presence- No central onlineportal- Online offering notclearly delineated onprogram pages- No strong call toactionProgram Offering- Limited portfolio- Launching with MLIS- Program onboardingschedule unclear- Programs are forvery targetedaudiencesCompetition- Broader portfolios- More maturemarketing programs- Stronger webpresence- Varying awareness
    18. 18. 17Target AudiencePrimary = Library Professionals (400,000 in US)Residing in NewJerseyin PrimaryCompetitiveMarketsMSAs with highconcentration ofLSI ProsStates with TopRated ProgramsTotal USUniverse of LSIProsInformation sources include 2005-2012 Rutgers cohort study and American Library Association statisticsWho are they? Where are they?Age: 21-39 (40%)Gender: 75-80% FemaleEducation: College DegreeOccupation: Library services
    19. 19. 18Target GeographiesReaching New Jersey and Surrounding RegionPrimary• New Jersey– 94% of allstudents areresidents– North NJ hashighest percentof students• Pennsylvania• New York
    20. 20. 19Media StrategyMedia mix and weight38%SEM3%DirectMail8%Display15%Linkedin36%PPL
    21. 21. 2020Messaging StrategyThe MLIS differencePowering thePower ofInformationIndustryrecognizedfacultyNexus ofpeople,information,technologyPath tocutting edgecareerProgramranks 6th inUSALAAccreditedDigital focus
    22. 22. 21• Immediately create aninterim Landing Page forthe MLIS Program for RFI• The LP will reinforce thereasons to choose Rutgersand provide theprospective student theinformation they considerthe most important tomaking their decision toapply• If RFI form cannot becompleted for the launch9/15, the LP will direct thestudent to learn more bycalling a 1-800-# (hostedby ITK)Creative StrategySEM
    23. 23. 22Analytics StrategyImprove attributable marketing investmentGoogle AnalyticsAdd another instance of GA for online only pages• Allows AdWords Account to be linked to relevant pages• Allows us to set Goal Conversions to:• RFI thank you page(s)• Application thank you page(s)Google AdWordsCreate AdWords account for Rutgers Online• Linked to GA account for optimizationEnrollment Reporting• Receive monthly pipeline reports (from ITK, Rutgers and Pearson)• Deliver reports on “top of funnel” quarterly_gaq.push([_setAccount, UA-XXXXX-1],[_trackPageview],[b._setAccount, UA-XXXXX-2],[b._trackPageview]);
    24. 24. 23Next Steps
    25. 25. 24Next Steps• Plan approval• Finalizing RFI form / process / hosting• MLIS Landing Page approval• Media plan recommendations 9/7
    26. 26. 25Appendix
    27. 27. 26Drexel UniversityOnline Campaign & Messaging
    28. 28. 27Drexel UniversityOnline Landing Page & MLIS Page
    29. 29. 28University of Illinois – UrbanaOnline Landing Page & Master’s Landing Page
    30. 30. 29Penn StateOnline Landing Page & MIS Page
    31. 31. 30Penn StateOnline Campaign & Messaging
    32. 32. 31Syracuse UniversityOnline Landing Page & MLIS Page
    33. 33. 32Syracuse UniversityOnline Campaign & Messaging*Unable to find text ads for Syracuse
    34. 34. 33University of North CarolinaOnline Landing Page & MSLS Page
    35. 35. 34University of North CarolinaOnline Campaign & Messaging