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    Website hub Website hub Presentation Transcript

    • Jessica KrywosaDirector of WebCommunicationSuffolk University, Boston
    • Agenda● A little about me / A lot about you● Setting the tone: the basics● Importance of Sticking to a Strategy● Measurement via Your Website● Optimization for Insight & Results
    • Hi! I’m Jess…● Originally from Upstate NY (Lewis County)● Degrees in Communication and Integrated Marketing● 11 years in education communication/marketing● NCLB grant, MA DOE college access campaign, local and national college access and education reform work● Special expertise in college access for underserved audiences
    • …Where am I?● Originally hired as Director of Electronic Marketing for Enrollment, Retention and International Programs (one division)● Moved 2 years ago internally to newly formed Office of University Communications (separate division)● Still primarily focused on enrollment/retention projects● Work closely on other university projects for electronic strategy, measurement & integration
    • Where Do You Sit?● Politics can be a major hindrance● Do you currently work from a marketing strategy?● School Vs. Department● Focus: Admissions Marketing
    • Happy with your website?...Neither are we….
    • Your Site = Communications Hub
    • Affecting Change● The Big Picture. Find it.● What’s important? Measure that.● What works? Do more of it.● ‘We’ > ‘Us’ > ‘Me’
    • What Questionsare you asked…
    • About effectiveness: “DID IT WORK?”
    • About web traffic:“HOW IS THE WEBSITEDOING?”
    • About ‘campaigns’:“DID THEY READ OUREMAIL?”
    • Marketing Solves aProblem…..A Specific One
    • Finding a Solution● Define the problem● Research the audience● Build the tactic● Measure & adjust
    • Strategy+ Measurement+ OptimizationSuccess
    • Strategy+ Measurement+ OptimizationSuccess
    • Does anyone reallycare?
    • Defining Success● Benchmark● Deadlines● Flexibility● Learning
    • Stick to (& maintain)a Strategy
    • Who are We?● What are our institutional goals?● How does our dept support these?● What problems do we currently face?● What tactics are pushing to the .edu? Why?
    • Maintenance● Is your strategy dusty?● Does everyone work from it?● Have we shared our current reporting on it?● What needs to be changed?
    • Strategies are notstatic: we can adjustthem at any time
    • Measurement
    • Tactic Audit● What types of tactics are you using most often?● What will success mean for each tactic?● How will you measure each channel?● What kind of ROI are you going to calculate?
    • Tactics & Channels Together● How do they intersect● How do they differ● Are we looking at the total package● Define both tactic and channel measurements
    • KPI’s or ‘Big Picture’● Outcomes ○ Conversions ○ Engagement ○ ROI● Specific to Admissions ○ Downloads (specific audience goals) ○ Clicks to external pages (applications, etc.) ○ Visit registration ○ Dept of visit ○ New visits/locations ○ Travel
    • For Admissions:Applications & Enrolls
    • For Admissions:Applications & Enrolls○ Engagement○ Downloads○ Visits○ Email Opt in○ Social Media
    • Set Google Analytics Goals● Downloads● Clicks● Plays● Engagement● Registrations● Payments
    • Use Advanced Segments● International● Mobile● Social Media● Organic Search
    • Use Annotations● Campaign start● Campaign end● Changes?
    • What works?● Analyze tactics● Uncover hidden strengths/weaknesses● Set specific increases (%)● Change affected?● Note time of year, year over year
    • Monitor & Update
    • Testing & Optimization● Email● Online Ads● Web pages● Landing Pages● Social Media & Other Referrers
    • Offline Redirects:Do people use them?
    • Don’t Forget: Events!
    • Don’t Forget:Surveys!
    • Let’s Focus on Two…Email & Landing Pages
    • Optimizing: Email● Subject Lines● Body Copy● Buttons for CTA● Placement● Images● Mobile
    • Optimizing: Landing Pages● Form length● Buttons for CTA● Body Copy● Images● Simplicity
    • A/B Split or Multivariate● A/B ○ Simple – A or B (and sometimes C) ○ Software (ESP) or Self● Multivariate ○ More complex – A1, A2, A3, and B1, B2, B3, and C1….. ○ More likely software
    • Testing & Optimization
    • Testing & Optimization
    • Testing is never‘one and done’
    • Do You Report Findings?● Who receives reports● How are they used● What format should they take● How often should they be updated● What type of information should they include
    • Let’s Continue…
    • Further Discussion? Anything else?If not….Thanks!