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MOBILE MARKETING FOR
MILLENNIALS
Dana Simmons
E-Marketing and Outreach Director
Westminster College
22
--Jamie Turner, Go Mobile
“Mobile marketing isn’t just
about evolutionary new
technology; it’s a
revolutionary technolo...
33
MOBILE MARKETING
• Quick-Response Codes
• Location-based Marketing
• SMS/MMS Texting
• Mobile Social Marketing
• Mobile...
[http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies]
234 million Americans
age 13 and older use
mo...
91% of mobile phone
users have their phones
within arms reach 24/7
Go Mobile, Jeanne Hopkins and Jamie Turner, 2012
SURVEY
Do you sleep with your cell phone next to you?
684210 YES
684211 NO
684212 Sometimes
Text to 37607
• 75% Sending text messages
• 50% Downloading apps
• 63% Checking the weather
• 33% Gaming
• 36% Accessing social networks...
9[http://pewinternet.org/Reports/2012/Cell-Internet-Use-2012.aspx]
90% Smartphone owners say that they use
their phone to ...
The percentage of American
adults who say they have
texted while driving.
27%
The percentage of 16 and 17
year olds who sa...
U.S. adults spend 10.1% of their
total media consumption time with
mobile, but only .9% of total ad
spend is dedicated to ...
[http://pewinternet.org/]
Teen Data
• 14% of all teens say they talk daily with friends on a
landline, down from 30% from ...
Who Is Westminster?
SMS Campaigns
[http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies ]
91% of text messages are
read within 3 minut...
Push to Pull Marketing
with Two-way Messaging
…a conversation
1
Incomplete Application
• 48% Response rate
• 53% Yes or Maybe
Transfer Incomplete App
• 24.6% Responded Yes or
Maybe
Summer BBQ
• 31 RSVP’d
• 61% Attended
Deposit Campaign
• 24% Response Rate
• 30% Yes or Maybe
• 70% No
• 61% told us where they
were going
Facebook 2016
• 15% New Fans
Transfer Incentive Award
Transfer Incentive Award
• 52 Responses
• 49 Yes or Maybe
• 608 Visitors to Landing Page
• Campus Visit Programs
• High School Visits
• Summer Melt
• Retention
• Fundraising
Other
Campaigns
[http://pewinternet.org/~/media//Files/Reports/2012/Real%20Time%20Charitable%20Giving.pdf]
1 in 10 American adults have
te...
SURVEY
How many of you have clicked on a QR code?
684363 YES
684364 NO
684365 Sometimes
Text to 37607
QR Codes
Admissions Materials
Westminster Videos
Postcard about Transfer
Scholarship
Special Landing Page
With more inform...
Location-based Marketing
“Claim Your School”
Location-based Marketing
FOURSQUARE
• We have 12 buildings set up as venues.
• 3,726 check ins on campus (all venues)
• 1,...
SCVNGR
Recent Noel Levitz E-Expectations
Reports shows 76% of students
surveyed use Facebook via mobile
device.
[ww.noelevitz.com]
http://www.jeffbullas.com/
3[http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies]
There are 5 times as many
cell phones as the...
Mobile Search
Mobile search up 400%
[http://pewinternet.org]
91% of adults use search
engines to find information on
the Web, including ...
28% of cell owners use
phones to get directions or
recommendations based on
their current location.
[http://pewinternet.or...
52% of students went to a college’s mobile website
Voice Messaging
[http://pewinternet.org/]
Teen Data
• According to the Pew Internet Project’s 2011 Survey
87% of teens 14-17 have a cell p...
• Get Creative.
• Know your Audience.
• Plan.
• Measure.
• Resources & Budget.
For a free demo of
Blackboard ConnectTxt
Text DEMO
to 97178
Mobile Marketing for Millennials
Mobile Marketing for Millennials
Mobile Marketing for Millennials
Mobile Marketing for Millennials
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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 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 of "Mobile Marketing for Millennials "

    1. 1. MOBILE MARKETING FOR MILLENNIALS Dana Simmons E-Marketing and Outreach Director Westminster College
    2. 2. 22 --Jamie Turner, Go Mobile “Mobile marketing isn’t just about evolutionary new technology; it’s a revolutionary technology.”
    3. 3. 33 MOBILE MARKETING • Quick-Response Codes • Location-based Marketing • SMS/MMS Texting • Mobile Social Marketing • Mobile Paid Search • Mobile Website • Applications • Gaming
    4. 4. [http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies] 234 million Americans age 13 and older use mobile devices
    5. 5. 91% of mobile phone users have their phones within arms reach 24/7 Go Mobile, Jeanne Hopkins and Jamie Turner, 2012
    6. 6. SURVEY Do you sleep with your cell phone next to you? 684210 YES 684211 NO 684212 Sometimes Text to 37607
    7. 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. 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. 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. 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. 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. 12. Who Is Westminster?
    13. 13. SMS Campaigns
    14. 14. [http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies ] 91% of text messages are read within 3 minutes
    15. 15. Push to Pull Marketing with Two-way Messaging …a conversation
    16. 16. 1 Incomplete Application • 48% Response rate • 53% Yes or Maybe
    17. 17. Transfer Incomplete App • 24.6% Responded Yes or Maybe
    18. 18. Summer BBQ • 31 RSVP’d • 61% Attended
    19. 19. Deposit Campaign • 24% Response Rate • 30% Yes or Maybe • 70% No • 61% told us where they were going
    20. 20. Facebook 2016 • 15% New Fans
    21. 21. Transfer Incentive Award
    22. 22. Transfer Incentive Award • 52 Responses • 49 Yes or Maybe • 608 Visitors to Landing Page
    23. 23. • Campus Visit Programs • High School Visits • Summer Melt • Retention • Fundraising Other Campaigns
    24. 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. 25. SURVEY How many of you have clicked on a QR code? 684363 YES 684364 NO 684365 Sometimes Text to 37607
    26. 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. 27. Location-based Marketing “Claim Your School”
    28. 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. 29. SCVNGR
    30. 30. Recent Noel Levitz E-Expectations Reports shows 76% of students surveyed use Facebook via mobile device. [ww.noelevitz.com]
    31. 31. http://www.jeffbullas.com/
    32. 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. 33. Mobile Search
    34. 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. 35. 28% of cell owners use phones to get directions or recommendations based on their current location. [http://pewinternet.org]
    36. 36. 52% of students went to a college’s mobile website
    37. 37. Voice Messaging
    38. 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. 39. • Get Creative. • Know your Audience. • Plan. • Measure. • Resources & Budget.
    40. 40. For a free demo of Blackboard ConnectTxt Text DEMO to 97178

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