CROWDSOURCING                          A BRAND CAMPAIGNSarah Sykora                             Gene BeginChief Marketing ...
WHAT IS CROWDSOURCING?  A process that involves outsourcing tasks to a distributed group of people…an     undefined public...
BABSON COLLEGE• Small, private business college 14 miles west of Boston• #1 in entrepreneurship for 19 and 15 consecutive ...
CAMPAIGN GOAL & OBJECTIVESIncrease brand awareness, engagement, and adoption for Babson, the educatorfor Entrepreneurship ...
CONSTITUENCY MAP                             Granting                          Organizations                              ...
TYPICAL HIGHER ED DECISION JOURNEY                                        GoodConsider   Evaluate        Buy          Luck...
DECISION JOURNEY LEVERAGING ADVOCACY                                     Enroll                                      Hire ...
OUR INTEGRATED MIX                                      Pubs/                                     Collateral              ...
CAMPAIGN REACHPaid Media Markets:Primary= Boston, SanFranciscoSecondary:Washington DC, NewYork City, MiamiDigital reach vi...
PAID MEDIA: REDEFINE CAMPAIGN CHANNELS            BOS, SFO            Airports
PAID MEDIA : PRINT
PAID MEDIA : OUTDOOR
PAID MEDIA : DIGITAL                                                             Engagement = 2583 CTs &                  ...
EARNED MEDIA
OWNED MEDIA: ENGAGEMENT HUBdefine.babson.edu                     • Context video                     • Definition submissi...
DEFINE.BABSON.EDU : V2• 1-step form with 7 fields, including definition - 1.4% video submissions• 2-step form with video &...
DEFINE.BABSON.EDU REACH• Since November launch, there have been more than 104,000 unique visitors to   define.babson.edu• ...
SOCIAL SHARING
SOCIAL SHARING         Babson student!
WHAT’S NEXT? REIMAGINE THAT CONTENT!
WHAT’S NEXT? EXTEND TO OTHER INST. GOALS
QUESTIONS?Sarah Sykora                           Gene BeginChief Marketing Officer                Digital Marketing Direct...
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Crowdsourcing a Brand Campaign

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Redefining a word can be overwhelming and so can be facilitating an institutional branding campaign. Combine them both with a crowdsourcing microsite at its core and you have Babson College’s Redefining Entrepreneurship campaign. From strategy and implementation to feedback and results, this presentation will showcase an institutional branding campaign integrating multiple channels to increase brand awareness, engagement, adoption and advocacy with your target constituencies. To view the microsite at the heart of the campaign, visit define.babson.edu.

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  • In our case, we wanted to engage the marketplace in redefining the word entrepreneurship to be a more inclusive term and activityStrategic Goal: Cause versus the CollegeStarting with internal community, and especially alumni, to drive advocate marketing as the fuel to engine the crowdsourcing campaign
  • Crowdsourcing a Brand Campaign

    1. 1. CROWDSOURCING A BRAND CAMPAIGNSarah Sykora Gene BeginChief Marketing Officer Digital Marketing DirectorBabson College Babson College
    2. 2. WHAT IS CROWDSOURCING? A process that involves outsourcing tasks to a distributed group of people…an undefined public rather than a specific body, such as paid employees. *Benefits• Connection to your audience• Collaboration and competition• Simultaneous market research and testing• Lower cost *Wikipedia
    3. 3. BABSON COLLEGE• Small, private business college 14 miles west of Boston• #1 in entrepreneurship for 19 and 15 consecutive years• Approximately 2000 undergraduate and 1300 graduate students, representing more than 74 countries – Undergraduate program (top 25 in business) – Graduate program - MBA and MS degrees (top 40 in business) – Executive education program (top 10 U.S. and top 15 in the world for custom programs) – Babson Global, which works with corporate, university, government, and foundation partners to advance entrepreneurship education and Entrepreneurial Thought and Action® worldwide
    4. 4. CAMPAIGN GOAL & OBJECTIVESIncrease brand awareness, engagement, and adoption for Babson, the educatorfor Entrepreneurship of All Kinds™.In doing so:• Augment pride and engage our community.• Expand Babson’s application base, in turn expanding and enhancing our student and alumni base.• Generate more corporate relationships.• Create greater attention with academic institutions, foundations and grants organizations, and the policy community.
    5. 5. CONSTITUENCY MAP Granting Organizations Executive Development Education & Foundations AlumniGovernance HR Developers Parents Centers/Institutes Working Babson Global Professionals Policy Ugrad Makers/ Influencers Educators/ Graduate Academic Institutions Guidance Counselors Students (Prospective & Current)
    6. 6. TYPICAL HIGHER ED DECISION JOURNEY GoodConsider Evaluate Buy Luck? Alumni Apply Enroll Engage Register Sign a contract Hire Give
    7. 7. DECISION JOURNEY LEVERAGING ADVOCACY Enroll Hire Sign a contract GiveAware Consider Evaluate Buy Apply Bond-PROMOTE-Bond Engage Enjoy Attend Participate Partner Share
    8. 8. OUR INTEGRATED MIX Pubs/ Collateral Public Digital Relations channels Social Campus/ Media Environ Engagement Word of Print Mouth Sponsor & Partner- Radio ships Digital Advertising Out of / Search Home
    9. 9. CAMPAIGN REACHPaid Media Markets:Primary= Boston, SanFranciscoSecondary:Washington DC, NewYork City, MiamiDigital reach viacampaign:engagement hub,social media , digitalcontests
    10. 10. PAID MEDIA: REDEFINE CAMPAIGN CHANNELS BOS, SFO Airports
    11. 11. PAID MEDIA : PRINT
    12. 12. PAID MEDIA : OUTDOOR
    13. 13. PAID MEDIA : DIGITAL Engagement = 2583 CTs & 37 definitions Engagement = 1049 votes Reach = 70,083 unique viewers of the post Engagement = 304 users, 257 clicks generating 64 stories
    14. 14. EARNED MEDIA
    15. 15. OWNED MEDIA: ENGAGEMENT HUBdefine.babson.edu • Context video • Definition submission • Data capture (name, email, country, zip, occupation) • Interactive search elements • Liking • Sharing • Contests • Direct marketing
    16. 16. DEFINE.BABSON.EDU : V2• 1-step form with 7 fields, including definition - 1.4% video submissions• 2-step form with video & definition on step 1 and remaining 6 fields on step 2 - 12.2% video submissions• 45% completion rate of entire form
    17. 17. DEFINE.BABSON.EDU REACH• Since November launch, there have been more than 104,000 unique visitors to define.babson.edu• Visitors are from all 50 states as well as 147 countries• Top 10 states outside of MA: CA, NY, FL, TX, NJ, VA, MD, GA, PA and NC• Top 10 countries outside of US: India, UK, Philippines, Mexico, Canada, Bulgaria, Brazil, Germany, Chile, and China• Traffic to www.babson.edu (443 visits) led to more engagement than non-define visitors • 4.25 pages per visit (up 4%) • 6:24 (up 16%)
    18. 18. SOCIAL SHARING
    19. 19. SOCIAL SHARING Babson student!
    20. 20. WHAT’S NEXT? REIMAGINE THAT CONTENT!
    21. 21. WHAT’S NEXT? EXTEND TO OTHER INST. GOALS
    22. 22. QUESTIONS?Sarah Sykora Gene BeginChief Marketing Officer Digital Marketing DirectorBabson College Babson College@ssykora @gbegin

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