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Extending our online strategy
into Mobile
Background

Up to 2008 - traditional

Key drivers

1. Data Collection

2. Enhanced experience

3. Efficiencies
Mobile timeline 2008-2009
        2008      2009



        Blyk




        SMS




                  SMS
Blyk – SMS, MMS, WAP
and HTML




                       HTML email
Data Collection
Paper forms
Passed to admissions for data input >
Human error, delay in processing etc >
Prospectus sent o...
iphone app - data
Mobile timeline   2008   2009   2010



                  Blyk



                  SMS


                         SMS



...
Uherts.mobi
  • Built for international market
  • Course page feed
  • 24 pages of content
  • Data collection function
Uherts.mobi

• Quick response codes linking through to
mobile content

• Full analytics

• 2011 Mini prospectus
     o 275...
Uherts.mobi - analytics

22 January to 28 September 2010

• Visits        17,505
• Visitors      12,740
• Impressions   38...
Orange World – April & May 2010

    • Display

    • Animated gifs

    • engage with audience – incorporate responses

 ...
MyHerts.info

Web app – to reach maximum
number of students – 67% use
phone to access internet & 80%
have functionality


...
myherts.info
screen shots
Mobile timeline
         2008     2009   2010   2011


         Blyk




         SMS


                  SMS    SMS    SM...
Donald McLeod
Head of Marketing Services

d.g.mcleod@herts.ac.uk
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M2 roadshow europe donald mc leod uni of herts

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Transcript of "M2 roadshow europe donald mc leod uni of herts"

  1. 1. Extending our online strategy into Mobile
  2. 2. Background Up to 2008 - traditional Key drivers 1. Data Collection 2. Enhanced experience 3. Efficiencies
  3. 3. Mobile timeline 2008-2009 2008 2009 Blyk SMS SMS
  4. 4. Blyk – SMS, MMS, WAP and HTML HTML email
  5. 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. 6. iphone app - data
  7. 7. Mobile timeline 2008 2009 2010 Blyk SMS SMS SMS
  8. 8. Uherts.mobi • Built for international market • Course page feed • 24 pages of content • Data collection function
  9. 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. 10. Uherts.mobi - analytics 22 January to 28 September 2010 • Visits 17,505 • Visitors 12,740 • Impressions 38,416
  11. 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. 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. 13. myherts.info screen shots
  14. 14. Mobile timeline 2008 2009 2010 2011 Blyk SMS SMS SMS SMS – enquiries and applicants activity More bespoke web apps
  15. 15. Donald McLeod Head of Marketing Services d.g.mcleod@herts.ac.uk
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