Mobile Marketing for Millennials

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Explore the key trends and concepts that are driving higher education admissions marketers to reach millennial students in new more mobile ways. A specific focus on Blackboard ConnectTxt for 2-way SMS …

Explore the key trends and concepts that are driving higher education admissions marketers to reach millennial students in new more mobile ways. A specific focus on Blackboard ConnectTxt for 2-way SMS marketing and the results of this tool at Westminster College.

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  • Small Private Liberal Arts College500 Freshman200 TransferTotal Undergraduate base of 2500Total Grad enrollment is 800
  • 55% use cell phone users go online. (24% increase since 2009). 31% of cell internet users say it’s their primary device for browsing.45% of 18-29 year olds use their mobile device to do most of their online browsing

Transcript

  • 1. MOBILE MARKETING FOR MILLENNIALS Dana Simmons E-Marketing and Outreach Director Westminster College
  • 2. 22 --Jamie Turner, Go Mobile “Mobile marketing isn’t just about evolutionary new technology; it’s a revolutionary technology.”
  • 3. 33 MOBILE MARKETING • Quick-Response Codes • Location-based Marketing • SMS/MMS Texting • Mobile Social Marketing • Mobile Paid Search • Mobile Website • Applications • Gaming
  • 4. [http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies] 234 million Americans age 13 and older use mobile devices
  • 5. 91% of mobile phone users have their phones within arms reach 24/7 Go Mobile, Jeanne Hopkins and Jamie Turner, 2012
  • 6. SURVEY Do you sleep with your cell phone next to you? 684210 YES 684211 NO 684212 Sometimes Text to 37607
  • 7. • 75% Sending text messages • 50% Downloading apps • 63% Checking the weather • 33% Gaming • 36% Accessing social networks What are we doing on our phones? [http://www.webpronews.com/comscore-may-2012-report-on-mobile-market-share-2012-07]
  • 8. 9[http://pewinternet.org/Reports/2012/Cell-Internet-Use-2012.aspx] 90% Smartphone owners say that they use their phone to go online or check email.
  • 9. The percentage of American adults who say they have texted while driving. 27% The percentage of 16 and 17 year olds who say they have texted while driving. 26% [http://pewinternet.org]
  • 10. U.S. adults spend 10.1% of their total media consumption time with mobile, but only .9% of total ad spend is dedicated to mobile. GoMobile, Jeanne Hopkins & Jamie Turner
  • 11. [http://pewinternet.org/] Teen Data • 14% of all teens say they talk daily with friends on a landline, down from 30% from 2009. • Nearly a third (31%) of teens say they never talk on a landline with friends (or report that they cannot do so). • 26% of all teens say they talk daily with friends on their cell phone, down from 38% from 2009. • 63% of all teens say they exchange text messages every day with people in their lives.
  • 12. Who Is Westminster?
  • 13. SMS Campaigns
  • 14. [http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies ] 91% of text messages are read within 3 minutes
  • 15. Push to Pull Marketing with Two-way Messaging …a conversation
  • 16. 1 Incomplete Application • 48% Response rate • 53% Yes or Maybe
  • 17. Transfer Incomplete App • 24.6% Responded Yes or Maybe
  • 18. Summer BBQ • 31 RSVP’d • 61% Attended
  • 19. Deposit Campaign • 24% Response Rate • 30% Yes or Maybe • 70% No • 61% told us where they were going
  • 20. Facebook 2016 • 15% New Fans
  • 21. Transfer Incentive Award
  • 22. Transfer Incentive Award • 52 Responses • 49 Yes or Maybe • 608 Visitors to Landing Page
  • 23. • Campus Visit Programs • High School Visits • Summer Melt • Retention • Fundraising Other Campaigns
  • 24. [http://pewinternet.org/~/media//Files/Reports/2012/Real%20Time%20Charitable%20Giving.pdf] 1 in 10 American adults have texted a charitable donation from their phones.
  • 25. SURVEY How many of you have clicked on a QR code? 684363 YES 684364 NO 684365 Sometimes Text to 37607
  • 26. QR Codes Admissions Materials Westminster Videos Postcard about Transfer Scholarship Special Landing Page With more information Postcard to High School Seniors Facebook Page for Incoming Students
  • 27. Location-based Marketing “Claim Your School”
  • 28. Location-based Marketing FOURSQUARE • We have 12 buildings set up as venues. • 3,726 check ins on campus (all venues) • 1,486 check ins at flagship building (Converse Hall) DEMOGRAPHICS
  • 29. SCVNGR
  • 30. Recent Noel Levitz E-Expectations Reports shows 76% of students surveyed use Facebook via mobile device. [ww.noelevitz.com]
  • 31. http://www.jeffbullas.com/
  • 32. 3[http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies] There are 5 times as many cell phones as there are PC’s.
  • 33. Mobile Search
  • 34. Mobile search up 400% [http://pewinternet.org] 91% of adults use search engines to find information on the Web, including 59% who do so on a typical day.
  • 35. 28% of cell owners use phones to get directions or recommendations based on their current location. [http://pewinternet.org]
  • 36. 52% of students went to a college’s mobile website
  • 37. Voice Messaging
  • 38. [http://pewinternet.org/] Teen Data • According to the Pew Internet Project’s 2011 Survey 87% of teens 14-17 have a cell phone • 31% of teens ages 14-17 have a smartphone • 91% of teen smartphone ownership use social networking sites • 49% of teens who with a mobile phone have gone online in the last 30 days; 92% of teen smartphone owners have gone online in the 30 days
  • 39. • Get Creative. • Know your Audience. • Plan. • Measure. • Resources & Budget.
  • 40. For a free demo of Blackboard ConnectTxt Text DEMO to 97178