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Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
Implementing Technology with an Eye on ROI
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Implementing Technology with an Eye on ROI

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This is a presentation I gave at the Stamats Integrated Marketing conference, November 2008

This is a presentation I gave at the Stamats Integrated Marketing conference, November 2008

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  • 1. Eye on the Prize Implementing Technology with an Eye on ROI Karlyn Morissette karlyn@karlynmorissette.com www.karlynmorissette.com www.doteduguru.com
  • 2. Return on Investment: the magic number that will make you look like a golden god
  • 3. What is the difference between Marketing and Communications ?
  • 4. “Communications makes marketing tactics tangible”
  • 5. Cartoon
  • 6. Steps of Marketing 1. Set Goals 2. Plan your communications 3. Execute 4. Assess your results
  • 7. Set Goals ⇒ What does success look like? ⇒ Marketing goals should relate back to the business goals of the institution ⇒ Make sure they are measurable
  • 8. Plan Your Communications ⇒ What medium is the best way to articulate your message? ⇒ What is the strategy for the communication?
  • 9. Time is Money Planning not only includes strategy, but also infrastructure. Will an in-house solution or an outsourced one be more cost effective?
  • 10. Step One: Employee’s Salary + 1/3 Salary (benefits) ================== Total Salary Step Two: Total Salary / 2080 =============== Hourly Wage Step Three: Hourly Wage X Number of Staff Hours ================== Internal Cost
  • 11. Execute your communications
  • 12. Assess your results ⇒ What was achieved as a direct result of the communication? ⇒ Did that conversion result in a return? ⇒ What can I do better next time?
  • 13. Example: Email Marketing Set up tracking for an email that is sent out to prospects, encouraging them to fill out an online application for admissions.
  • 14. Set Up Tracking Two Key Tools: ⇒ Goals ⇒ URL Builder
  • 15. Step One: Set up a Goal / Funnel
  • 16. Step Two: Build a Campaign URL http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
  • 17. Step Three: Put the Two Together Kyle’s Tool: http://doteduguru.com/stamats/urlbuilder
  • 18. Step Three: Put the Two Together Goal Conversion
  • 19. Example: Email Marketing Figure out ROI on an email campaign that sent out 3,000 emails, had 358 click throughs, resulting in 130 applications. The email took 2 hours to complete, at the cost of $40/hr staff time and $0.015/per email.
  • 20. ROI Calculator http://www.marketingtoday.com/tools/roi_calculator.htm
  • 21. Dollarize Everything Assigning a monetary value to your results gives you a common denominator to compare costs to outcomes
  • 22. Assigning Value Cost of Tuition: $20,000/year Conversion rate from application to enroll: 20% 20% of $20,000 is $4,000 $4,000 is our “average profit per sale”
  • 23. Values for the Calculator ⇒ Number of Pieces: 3,000 ⇒ Total Program Costs: ($0.015 X 3,000) + ($40 X 2) = $125 ⇒ Response Rate: 358 clicks/3,000 = 11.93% ⇒ Conversion Rate: 130 apps/358 = 36.31% ⇒ Average Profit Per Sale: $4,000
  • 24. ROI Results
  • 25. Share Your Success ⇒ Make it tangible ⇒ Give it context ⇒ Offer recommendations
  • 26. Breaking Down Tactics
  • 27. The dirty little secret of e-marketing
  • 28. Email Marketing: What it’s good for ⇒ Increase online applications ⇒ Register online for an event ⇒ Bring in online gifts ⇒ Start a conversation
  • 29. Facebook Ads
  • 30. Facebook Ads: What are they good for?
  • 31. Facebook Ads: What are they good for?
  • 32. Facebook Ads: What are they good for?
  • 33. Facebook Ads: How you measure ROI ⇒ Use a Google Analytics campaign URL ⇒ Set up a goal or create a unique landing page to track conversion. ⇒ Assign a value and use the ROI calculator.
  • 34. Facebook Ads: How you measure ROI ⇒ Number of pieces: The total number of impressions ⇒ Program costs: The total amount paid for the ads, plus staff time. ⇒ Response rate: The percent of people who clicked on the ad ⇒ Conversion rate: The percent of people fulfilled the call-to-action ⇒ Average profit per sale: The value you assign to them fulfilling the action
  • 35. Facebook Ads: How you measure ROI
  • 36. Blogs
  • 37. Blogs: What are they good for? ⇒ Provide authentic stories of the student experience ⇒ An opportunity for interaction with current students ⇒ Make institutional announcements and calls-to-action ⇒ Gain insight into the minds of your audience
  • 38. Blogs: How can you measure ROI? ⇒ Conversion, if you have a call to action ⇒ Readers: Cost of advertising in a similar content channel ⇒ Comments: Cost of a focus group, if it provides insight ⇒ Anecdotal: Take it on a case-by-case basis
  • 39. Social Networks
  • 40. Social Networks: What are they good for? ⇒ Allowing your audience to become a friend/fan/follower of your institution ⇒ Engaging incoming students over the summer to prevent “sugar off” ⇒ Giving alumni volunteers a way to interact with each other and share tips
  • 41. Social Networks: How you measure ROI ⇒ Easy dissemination of information: What would it cost you in over mediums? What was your conversion rate with calls-to-action? ⇒ Ease sugar off: Did the percentage of summer sugar off go down? How much value does that translate into? ⇒ Support alumni volunteers: Where your volunteers more successful as a result? What value does that translate into?
  • 42. Bottom Line on Measurement How much did achieving my goals relate directly back to the bottom line of my institution?
  • 43. Key Takeaways ⇒ Start with bottom-line related goals, not with the technology ⇒ Measure everything ⇒ Dollarize your results to calculate ROI ⇒ Always ask what you can do better next time
  • 44. Questions? www.karlynmorissette.com www.doteduguru.com Email: karlyn@karlynmorissette.com Twitter: www.twitter.com/karlynm

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