Manoeuvring the Marketing Mix2011 SEMM ForumDecember 2011
Flow for the hour• Introduction• Canadian media landscape• Review of tactical opportunities• Looking ahead
Who is this guy?• I’ve been in marketing for almost 20 years• Done the ‘big’ agency thing and worked for Nikon and Molson in marketing/sales roles• Set up ‘marketing consultancy’ business in 2007• Work within a variety of industries• Higher Education is a big focus within business – Worked for StFX University – Consulted with a US based higher education consulting company for over 2 years – Working for Noel-Levitz (WSS) since Oct. ’10• Work directly with several institutions
What I’m hoping to achieve this morning1. Outlines some Canadian specific ‘media’ data2. Offer insights and suggestions to support recruitment efforts
What’s the biggest issue orconcern you have in yourmarketing and advertisingplanning?
Here’s what’s happening withthe Canadian media landscape
TV is still very persuasive 57.5 11.3 12.6 8.0 4.1 1.4 Television Radio Newspaper Magazines Internet Out of homeQ: Which ONE of the following media carries advertising that you believe to be the most persuasive? Source: BBM Analytics OmniVU May 2011 – Adults 18+
Impact shifts when its a younger audience 54.1 21.2 10.0 9.6 3.7 0.5 Television Radio Newspaper Magazines Internet Out of homeQ: Which ONE of the following media carries advertising that you believe to be the most persuasive? Source: BBM Analytics OmniVU May 2011 – A18-34
TV and online is where we go for news 45.2 22.4 14.3 15.5 0.8 0.0 Television Radio Newspaper Magazines Internet Out of home Q: Which ONE of the following media is your primary source for News? Source: BBM Analytics OmniVU May 2011 – Adults 18+
Online beats TV with the younger demo 36.9 34.7 12.1 13.4 1.1 0.0 Television Radio Newspaper Magazines Internet Out of home Q: Which ONE of the following media is your primary source for News? Source: BBM Analytics OmniVU May 2011 – A18-34
What does this all mean to thosein the post-secondary category?
Research, re-evaluate and revise• Recognize that media consumption has changed – Are you using the right media channels that do or could produce results?• While traditional media still works, it has to be used differently – Integrate and link with non-traditional• Get to understand and use the ‘new’ tools that your audience uses to interact with you – They no longer sit still long enough to list to a 30 second message or read a print ad• Look online as a key part of your marketing mix – Your audience lives there
A multi-media campaign with results• Launched early 2010 - just before the Super Bowl• Over 33 million YouTube views and 4 billion total impressions• Within 3 months, volume of body wash shot up by 40%• Business now at an all-time high for the brand2011 P&G Annual Report
Some suggestions on approachinga ‘new’ advertising plan
Broadcast still has a part to playTV - Spot buys, Radio – Use the YouTube – Brandedsingle partner right station(s) channel, TV ads andand online and partner images to radio
Outdoor isn’t just big boardsTransit – Inside, Digital and mobile Movies – Captiveexterior and bus signage – Locations in audienceshelters very public locations
Find the right print Magazines – Pick and own the key ones (i.e. Macleans) Community papers – People want hear about local content Dailies – Look to online versions
Online advertising IS effectiveAd networks – Variety offeredwith areas specialization (i.e.Gorilla Nation)Search Engine Marketing –Ads aligned with key wordsusing Google, Bing, etc.Social Media Ads – Facebook,YouTube, LinkedIn, etc.‘Local’ sites – Kijiji, sportsspecific, urban weeklies, etc.
You can ‘sell’ in social mediaContent – campusactivity is content(can’t just be PRmessages)Customize – Look tocustom apps toengage and collectdataAdvocates – Posts byfaculty and studentshave meaning
PR is marketingMedia List – Releases – Promote Voices – Use facultyCollect a mix of unique activity in and students asmedia contacts mix of channels experts (locally andand engage them nationally)
6 things I’d recommend you do(If you haven’t already)