M2 roadshow europe donald mc leod uni of herts

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  • 1. Extending our online strategy into Mobile
  • 2. Background Up to 2008 - traditional Key drivers 1. Data Collection 2. Enhanced experience 3. Efficiencies
  • 3. Mobile timeline 2008-2009 2008 2009 Blyk SMS SMS
  • 4. Blyk – SMS, MMS, WAP and HTML HTML email
  • 5. Data Collection Paper forms Passed to admissions for data input > Human error, delay in processing etc > Prospectus sent out > No further tracking iPhone collection Wap form developed (rendered for iPhone viewing) > automated email sent including link to digital prospectus and CRM account registration > Follow up dependent on CRM account creation
  • 6. iphone app - data
  • 7. Mobile timeline 2008 2009 2010 Blyk SMS SMS SMS
  • 8. Uherts.mobi • Built for international market • Course page feed • 24 pages of content • Data collection function
  • 9. Uherts.mobi • Quick response codes linking through to mobile content • Full analytics • 2011 Mini prospectus o 275 – mobile site o 214 – YouTube video
  • 10. Uherts.mobi - analytics 22 January to 28 September 2010 • Visits 17,505 • Visitors 12,740 • Impressions 38,416
  • 11. Orange World – April & May 2010 • Display • Animated gifs • engage with audience – incorporate responses • open day campaigns directed to mobile landing page Campaign Targeting Page Clicks CTR Dates Impressions 26.04.2010 Age & 355,400 2232 0.63 % 26.05.2010 Geographical Avg. Mobile CTR – 0.48%
  • 12. MyHerts.info Web app – to reach maximum number of students – 67% use phone to access internet & 80% have functionality Audience: current students Key functions - bus times, campus maps, news & events feeds, social media feeds, & promotions
  • 13. myherts.info screen shots
  • 14. Mobile timeline 2008 2009 2010 2011 Blyk SMS SMS SMS SMS – enquiries and applicants activity More bespoke web apps
  • 15. Donald McLeod Head of Marketing Services d.g.mcleod@herts.ac.uk