Internet MarketingUNIVERSITY OF COLORADO BOULDEROnline GraduateEngineering ProgramsA select set of flexible graduate progr...
synergy
From Silo to IntegratedSynergistic Strategy• Build brand awareness and   name recognition     –   Sustainable competitive ...
baseline & goal
Baseline & Goals• CAETE – 400 base enrollments   – 2012: 40 new enrollments• EMP (576 distance students for fall  2010, sp...
brand
Brand Hierarchy•   High quality graduate    education from CU-Boulder•   Program part of a select    set of flexible optio...
Competitive Brand & PositionPositioning ―distance education‖   • CAETE, EDGE, LOGin, UNITE   • University name online e.g....
message strategy
[key message grid]            Use                       Steps          Final Document                 ApplicationThe Key M...
Leadership, Business Performance, Project                                    Management, R&D Management                   ...
generationlead   cultivation       conversion
Lead Generation ProcessLeadGeneration                            Name goesActivities        Fill out               intoRef...
Lead Management Process FlowPhase 1: Generation & Cultivation    Phone                                                    ...
Lead Management Process FlowPhase 2: Admission                                                                            ...
Prospect Communication Process                                                             Prospect option to Opt-Out     ...
project planning
July - Dec 2011             Marketing Strategy & Tactics 2010                                     2011                    ...
Jan - July 2012        Marketing Strategy & TacticsJan              Feb             March                  April          ...
research & developmenttesting | webinars | data management | multimedia development
Communication Funnel                                                                      Emails & Info Sessions: Fall 201...
Email Tests & Online Info SessionsOctober | November | December                                E-mail #1                  ...
SWE & Ball AerospaceWebinar | Kick Off Mtg• Theme ―Continuing  education‖• Focus: Graduate  engineering education  with em...
Multimedia Development             Photography
Multimedia Development                                         Video B-roll and interviews • Purpose: Use in series of vid...
June 2009-Jan 2012       Multimedia Development                                  Html > CMS for EMP                     Ja...
Database Development & Lead Management                        Customer Relations Management System | salesforce.com•   Cen...
Drip Messaging as part of CRM                                    Email 2                     ETC                          ...
internet marketing
Internet Marketing                                      Go global > Capture their data > Convert• Purpose and message:   •...
Internet Marketing       Landing Pages
Internet Marketing•   PPC Campaign with a $0.72 bid price                        Facebook•   Flight: 3/13/12 – 5/31/12•   ...
Internet Marketing                                                                                                        ...
Internet Marketing                                                                Banner Ads•   Demo Targeting: Adults 25-...
Animated Banner Ads   Internet MarketingAerospace                         Banner AdsEMPDEP                            Bann...
Animated Banner Ads        Internet MarketingAerospace                                    Banner AdsEMPDEP                ...
Landing page                           Internet Marketing                                         How it works…Banner ad  ...
reporting
Reporting & AdjustingTypes of Reports•    Banner performance using audience     science•    Pay-Per-Click performance•    ...
Reporting & AdjustingBanner Ad ReportBanner Ad Report (2 week snapshot)                                     What matters  ...
Reporting & AdjustingOverall Campaign ReportCampaign Report (2 week snapshot)                                    What matt...
Reporting & AdjustingKey Term ReportKey Words and Key Phrases (2 week snapshot)                       What matters        ...
Reporting & Adjusting  Cost per Click & Social MediaKey Words and Key Phrases (2 week snapshot)
Reporting & Adjusting          Google Analytics                 1 year snapshot      Google Analytics       • Unique visit...
Reporting & Adjusting          Google Analytics                 1 year snapshot      Google Analytics       • Unique visit...
Progress ReportFall 2012 Measurable •    10% increase in enrollments and      new students for 2012 met •    20+ new appli...
Internet Marketing Campaign Sample: Graduate Distance Engineering Education
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Internet Marketing Campaign Sample: Graduate Distance Engineering Education

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This is a sample Internet marketing campaign for the University of Colorado's distance-delivered graduate programs including the Lockheed Martin Engineering Management Program and the Interdisciplinary Telecom program, among others. The campaign duration was June 2011-June 2012 and was led by Rebecca Moss(Cooney) and Marcie Gorman-Smith.

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  • Worse case scenarioWe have numbers we can’t achieve but because we’ve designed our marketing efforts around metrics – we’ll have better information to know why were not successful.CAETE – 400 base enrollments2012: 40 new enrollmentsEMP (576 distance students for fall 2010, spring/summer 2011)35 new enrolled for fall/spring 201130 new applicants for Oct 15 deadlineITP (227 distance students for fall 2010, spring/summer 2011)DLP (444 distance for Aero, Civil, Computer Science, Electrical & Computer, Mechanical and Business for fall 2010, spring/summer 2011)Digital Energy – 2011On campus masters: 3 fall, 7 spring Distance masters: 3 fall, 7 springCertificates: 3 fall, 7 springDigital Energy – 2012On campus masters: 16 fall, 20 spring Distance masters: 16 fall, 23 springCertificates: 13 fall, 16 spring
  • Worse case scenarioWe have numbers we can’t achieve but because we’ve designed our marketing efforts around metrics – we’ll have better information to know why were not successful.CAETE – 400 base enrollments2012: 40 new enrollmentsEMP (576 distance students for fall 2010, spring/summer 2011)35 new enrolled for fall/spring 201130 new applicants for Oct 15 deadlineITP (227 distance students for fall 2010, spring/summer 2011)DLP (444 distance for Aero, Civil, Computer Science, Electrical & Computer, Mechanical and Business for fall 2010, spring/summer 2011)Digital Energy – 2011On campus masters: 3 fall, 7 spring Distance masters: 3 fall, 7 springCertificates: 3 fall, 7 springDigital Energy – 2012On campus masters: 16 fall, 20 spring Distance masters: 16 fall, 23 springCertificates: 13 fall, 16 spring
  • Internet Marketing Campaign Sample: Graduate Distance Engineering Education

    1. 1. Internet MarketingUNIVERSITY OF COLORADO BOULDEROnline GraduateEngineering ProgramsA select set of flexible graduate programsavailable in the classroom, from adistance or both. 24/7 distance access ispowered by the Center for AdvancedEngineering and Technology EducationEngineering Management ProgramInterdisciplinary Telecom ProgramElectrical, Computer and Energy EngineeringComputer ScienceDigital Energy ProgramAerospace Engineering SciencesRenewable Energy Sep 2011-May 2012 A Case Study
    2. 2. synergy
    3. 3. From Silo to IntegratedSynergistic Strategy• Build brand awareness and name recognition – Sustainable competitive positioning – Key messaging• Increase sales (increase enrollments) – In order to increase enrollments, you need lead generation and lead nurturing May 2011 – May 2012 • Marketing = lead generation • Situation analysis • Sales = lead cultivation • SWOT • Advising = lead conversion • Four P‘s analysis• Metrics: accountability for established conversion points • Target audience • Current condition • Competitive landscape • Fiscal goals • Product development • Infrastructure • Market research • Business development • Marketing strategy • Lead generation • Internet marketing • Digital media creation • Materials strategy 1/8/2013 DRAFT Marketing Plan.. work in progress
    4. 4. baseline & goal
    5. 5. Baseline & Goals• CAETE – 400 base enrollments – 2012: 40 new enrollments• EMP (576 distance students for fall 2010, spring/summer 2011) – 35 new enrolled for fall/spring 2011 – 30 new applicants for Oct 15 deadline• ITP (55 new on campus students 8 new distance students for 2010-11, entering this fall 35 new 2011)• DLP (444 distance for Aero, Civil, Computer Science, Electrical & Computer, Mechanical and Business for fall 2010, spring/summer 2011) 1/8/2013 DRAFT Marketing Plan.. work in progress
    6. 6. brand
    7. 7. Brand Hierarchy• High quality graduate education from CU-Boulder• Program part of a select set of flexible options available in person, from a distance or both University of Colorado Boulder• From the highly ranked College of Engineering and Applied Science Program
    8. 8. Competitive Brand & PositionPositioning ―distance education‖ • CAETE, EDGE, LOGin, UNITE • University name online e.g. Acronyms provide little value in ASUOnline marketing • College/School name online Online can be confused with IEEE e.g. Engineering for and other “association” professional Professionals (Purdue) training • Associated with professional studies and or continuing Separate from College of education e.g. Stanford Engineering but raises the question, Center for Professional is it equal? Studies Is it the real deal – lesser quality than those who earn their graduate degree on campus?
    9. 9. message strategy
    10. 10. [key message grid] Use Steps Final Document ApplicationThe Key Message Grid isused by all individualswho are involved in The ―final‖ Grid is apreparing and distributing living, breathingany messaging for an document - one thatorganization. 10 Steps from evolves and is added to Upon completion - the over time. evaluation to Grid is the primary toolThis includes execution for a writer creating • Leadership The core of the content materials for multiple • those who answer the in the Grid should not mediums phone change unless the • administrators overall mission and • web site authors vision of the • vendors organization changes. • employees who serve on committees A process to achieve Maintain Voice andOne Voice Empowerment in message consistency consistency
    11. 11. Leadership, Business Performance, Project Management, R&D Management Tags • Lead the future ofThe Lockheed Martin Engineering ManagementEngineering Management • Manage your highlyProgram at the University of successful careerColorado-Boulder provides a • The growing alternative forhigh quality graduate-level engineers in businessacademic curriculum established • The MBA for the technicalto serve working engineers and mindtechnical professionals whereverthey are.
    12. 12. generationlead cultivation conversion
    13. 13. Lead Generation ProcessLeadGeneration Name goesActivities Fill out intoReferrals Cultivation Close online form database >1:1 marketing prospectSEOPurchasednamesInternet mkg Auto e-mail Customized Multiple touch points Try before you apply personal email Register Advising meetings Phone calls Apply Response emails CREATE CONVERSIONS Positioning | Key messaging | Virtual Info Sessions | Web content | Materials
    14. 14. Lead Management Process FlowPhase 1: Generation & Cultivation Phone Personalized ―thank you,‖ Yes Send applicable welcome email; <CAETE Front Desk ECOT 206> Auto elevator speak, & <Admissions Dir, Email invitation email with Has lead 2 week turnaround> applicable attachments or Walk-in Inquiry Sources applied or letter with 6x9/one-pager; answer specific questions registered? & refer specific questions Send applicable follow-up E-mail to the appropriate grad email; CRM advisor No <Admissions Dir, <Front Desk, 2 week turnaround> <Front 24 hr turnaround> Events Desk> Two-week follow-up email Campaigns re: benefits of program & invitation to take action Collect attendance (visit on-site or virtual, Will receive all webinar or info session, information emails from apply, register <Front Desk> CAETE office <Admissions Dir,> Eighteen-week follow-up Twelve-week follow-up Sixteen-week follow-up Eight-week follow-up email Four-week follow-up email email re: information email re: application email re: why CU & re: employment re: alumni connection & session / experience and/or registration & invitation to take action opportunities & invitation invitation to take action webinar & invitation to invitation to take action (visit on-site or virtual, to take action (visit on-site (visit on-site or virtual, take action (visit on-site or (visit on-site or virtual, webinar or info session, or virtual, webinar or info webinar or info session, virtual, webinar or info webinar or info session, apply, register session, apply, register apply, register session, apply, register apply, register <Admissions Dir,> <Admissions Dir,> <Admissions Dir,> <Admissions Dir,> <Admissions Dir,> 14
    15. 15. Lead Management Process FlowPhase 2: Admission Phase 3: Acceptance Follows registration Admitted = Grad Advisor Decline = Grad Advisor procedures, non-degree sends acceptance letter sends survey to student re:Converted Leads students receive with deadline to accept, why they opted not to registration confirmation decline, or defer attend from CAETE Registrar Registered or Ready to Register Defer = Grad Advisor send Admitted deferment letter or Denied Applied or Ready to CRM Apply Grad Advisor sends link to Accepted = Grad Advisor application form & follows sends admission paperwork up until application to Registrar (CEPS or main received Denied = Grad Advisor campus) & sends letter and sends denial letter promotional item to student Enroll (registration) = Grad No Show = Grad Advisor Advisor sends letter & sends survey to student re: promotional item why they opted not to attend Phase 4: Attend & Retain Attend = Grad Advisor sends letter & promotional item 15
    16. 16. Prospect Communication Process Prospect option to Opt-Out Benefits-Focused Emails Personal call or email by Auto email marketing 2 3 4 5 6 7 8 9 10 (within 48 hours) Info entered in database Answer or lead generic • Online meetings management questions tool • Email response • Phone calls • Face to face meetings • Web updates, videos Refer specific • Marketing materials questions to adviser • Strategic personal touch by marketing • Online chat
    17. 17. project planning
    18. 18. July - Dec 2011 Marketing Strategy & Tactics 2010 2011 2012July Aug Sep Oct Nov Dec Jan Feb Mar April May June July Aug Sep Oct Nov Dec Jan Get familiar with EMP, ITP, DEP, CAETE, CEAS and CU Boulder – students, faculty, staff and internal bridge-building Website analytics, SEO Competitive Analysis Distance programs ITP, DEP, EMP and the rest…. SWOT in process Current Condition - EMP Enrollment stats, strengths, weaknesses, barriers, opps Advertising & Military Fairs CRM– Lead EMP Manageme Access EMP Image, Brand – nt Process Dbase Market Research – Focus Groups Logos, key messages, Strategic Plan Gradschools.com listing, banners, pay-per-click Collateral materials, PowerPoints, Web, Creative Assets Print publications, merchandising, landing pages, EMP web overhaul/CMS, photography, video capture, features Synergy Marketing Current Condition – ITP, DLP Goals, analytics, internet mkg, lead gen, Enrollment stats, strengths, weaknesses, barriers, opps proj man Email & Online Meetings Digital Energy Business Development Pilot – Ball launch plan Aerospace, NREL, SWE
    19. 19. Jan - July 2012 Marketing Strategy & TacticsJan Feb March April May June July Business Development Pilot – Ball Aerospace, NREL, SWE CRM launch + prospect email “drip” campaign Websites – EMP, ITP Local radio – NPR Internet marketing (Landing pages, email template, banner ads) Creative Assets 1-pagers; Degree & Certificate Sheets; Faculty Profiles; Research and Student Projects; Courses Video Testimonials – Students, Faculty and Alumni Publicity – 3-5 articles Conversion process continual improvement+ Weekly Analytics & Reporting
    20. 20. research & developmenttesting | webinars | data management | multimedia development
    21. 21. Communication Funnel Emails & Info Sessions: Fall 2011 Day-to-day program engagement: emails, phone calls, web searches, advising Remove from prospect list (KL/PT) Opt Out 4-6 weeks later 4-6 weeks later receive follow up 1 receive follow up 2 email from KL/PT email from KL/PTE-mail No Response 4-6 weeks later Thank you - check Sign up – Attend receive follow up out spring class Email sent with email from KL/PT Signs up for Info Info Session log in Session info Sorry we missed Sign up – Do Not you Invite to next Attend session Goals for Marketing • Test drive the process • Learn • Adjust • Try again
    22. 22. Email Tests & Online Info SessionsOctober | November | December E-mail #1 • Theme: ―Thank you for Connecting with Us‖ • Call to action – sign up for info session and pick a course that starts in the spring • Email drops Sep 30 • Follow ups with info session log in info • Follow ups post info sessions (per program) Oct Info Session • Focus: Background and features of program • Program features: length, pricing, degrees, certificates, calendar items • Program flexibility – distance and on campus • Who is the program, why this program • Next steps – start a class now, connect with advisor
    23. 23. SWE & Ball AerospaceWebinar | Kick Off Mtg• Theme ―Continuing education‖• Focus: Graduate engineering education with emphasis on CAETE programs• Listening and learningWebinar-Specific Notes • Two faculty, 1 current student, 1 alumni (Marcie/Rebecca facilitate) • November webinar • 10% discount • One hour lunch and learn • Live format with Q&A • Taped for future viewing • Invites will go local, regional and national
    24. 24. Multimedia Development Photography
    25. 25. Multimedia Development Video B-roll and interviews • Purpose: Use in series of videos to be produced for web, advertisements, email • Goal: Library of generic footage for 2-3 year use • Key messages to convene • Graduate-level EMP video: Grant Beverage, alumnus • Anytime, anywhere with mobility • Breadth and depth of region • CU statistics and rankingsShot List • Campus • Boulder • Denver • Interlocken EMP video: MaryKate O’Brien, student
    26. 26. June 2009-Jan 2012 Multimedia Development Html > CMS for EMP Jan 2012+
    27. 27. Database Development & Lead Management Customer Relations Management System | salesforce.com• Central management for all incoming leads• Qualify leads – A (Alpha) interested, timing, tuition on track – B (Beta) interested, not committed in timing or tuition Create an ―ideal‖ for the prospect—one – Z (Zeta) non responder for 24 months that plays to our• Drip Messaging particular strengths. – Develop a high quality steady flow of  I want to get a communications, with program specific master‘s degree information, with calls to action to keep  I want to start the prospect engaged in order to deliver next fall a positive brand experience.  My company has education – Thematic emails that cover important benefits topics relating to distinctive program benefits and features as well as critical issues to resolve when selecting your program.
    28. 28. Drip Messaging as part of CRM Email 2 ETC Email 3 Beta Status Email 10 Email 4 BETA status changes to ALPHA when prospect clicks “I’m ready to connect” Email 9 Email 5 Email 8 Email 6 Email 7
    29. 29. internet marketing
    30. 30. Internet Marketing Go global > Capture their data > Convert• Purpose and message: • Increase enrollment • Build awareness • Engage prospects when they Components are actively thinking about • Banner ads returning to school for one of • Adwords these areas of study • Skyscraper ads • Landing pages • Encourage them to enroll in a • Monitor, class now and apply later. reporting, analytics Goals • 4% increase in applications • 10% increase in enrollment
    31. 31. Internet Marketing Landing Pages
    32. 32. Internet Marketing• PPC Campaign with a $0.72 bid price Facebook• Flight: 3/13/12 – 5/31/12• Targeting: Detailed on following slides by program Total Facebook Investment: $7,760 gross
    33. 33. Internet Marketing LinkedInITP, DEP, CS ECEE, AERO EMPCPC Campaign with a $3.65 bid price CPC Campaign with a $3.65 bid price • CPC Campaign with a $3.65 bid priceFlight: 3/13/12 – 5/31/12 Flight: 3/13/12 – 5/31/12 • Flight: 3/13/12 – 5/31/12Estimated Target Audience: 61,442 Estimated Target Audience: 67,077 • Estimated Target Audience: 128,770Adults: 25-34 Adults: 25-34 • Adults: 25-34Selected Locations Selected Locations • Selected Locations • Colorado, California, Texas • Colorado, California, TexasSelected Industries Selected Industries • Colorado, California, Texas, Georgia, Massachusetts, Alabama, • Computer & Network Security • Computer & Network Security New York, Arizona, Washington • Computer Hardware • Computer Hardware DC, Washington • Information Technology and Services • Information Technology and • Selected Industries • Telecommunications Services • Telecommunications • Computer & Network Security • Mechanical or Industrial EngineeringSelected Job Functions • Mechanical or Industrial • Computer Hardware Engineering • Information Technology and • Information Technology • Aviation & Aerospace Services • Engineering Selected Job Functions • Telecommunications • Information Technology • Mechanical or Industrial • Engineering Engineering • Aviation & Aerospace • Selected Job Functions • Information Technology • Engineering Total Linked In Investment: $7,760 gross
    34. 34. Internet Marketing Banner Ads• Demo Targeting: Adults 25-34, College Graduates• Behavioral Targeting: Increase awareness and drive enrollment by targeting users who are actively performing behaviors related to your ideal audience. (see definition of Education Seekers on following slide)• Geo Targeting: Colorado, California, Texas• Channel Targeting: ‗News & Information, ‗Education‘, ‗Science‘• Keyword Targeting: Include all of the relevant Undergrad programs that associate with ITP, DEP, EMP, AERO, ECEE & CS• Site Retargeting: Continue to reach users who have visited your site across a network of sites through pixel tracking. Site re-messaging allows CU to remain top of mind with a valuable audience who has already expressed intent, increasing the opportunity to drive enrollment.
    35. 35. Animated Banner Ads Internet MarketingAerospace Banner AdsEMPDEP Banner Ad Flash | 160x600
    36. 36. Animated Banner Ads Internet MarketingAerospace Banner AdsEMPDEP Banner Ad | 300x250 Banner ad | 728x90
    37. 37. Landing page Internet Marketing How it works…Banner ad Auto thank you email Why CU page
    38. 38. reporting
    39. 39. Reporting & AdjustingTypes of Reports• Banner performance using audience science• Pay-Per-Click performance• Campaign Summary• Search term report• Google Analytics o Unique visitors o Form visits o Referring search engines and sites o Keywords o Top visited sites o Visitor loyalty o Visitor reach 1/8/2013 DRAFT Marketing Plan.. work in progress
    40. 40. Reporting & AdjustingBanner Ad ReportBanner Ad Report (2 week snapshot) What matters • Impressions: How many times the banner appeared • Clicks: How many times a user clicked-through to the landing page • CPC: Associated cost each time the banner is clicked on • Conversion: Number of individuals who clicked on the banner and went to landing page
    41. 41. Reporting & AdjustingOverall Campaign ReportCampaign Report (2 week snapshot) What matters • Impressions: How many times the program key words were searched • Clicks: How many times a user clicked- through • Average position: Where the program showed up on a search engine list • Conversion: Number of individuals who submitted the request info form
    42. 42. Reporting & AdjustingKey Term ReportKey Words and Key Phrases (2 week snapshot) What matters • Ad Group: Category assigned to the various graduate program • Campaign: Name of campaign affiliated with graduate program • Impressions: Number of time key word or phrase appeared on a search or affiliate site • Clicks: Performance of the key term • CPC: Cost affiliated with key term based on performance • Conversion rate: % of time key term led to a click through to the landing page
    43. 43. Reporting & Adjusting Cost per Click & Social MediaKey Words and Key Phrases (2 week snapshot)
    44. 44. Reporting & Adjusting Google Analytics 1 year snapshot Google Analytics • Unique visitors • Form visits • Referring search engines and sites • Keywords • Top visited sites • Visitor loyalty • Visitor reach
    45. 45. Reporting & Adjusting Google Analytics 1 year snapshot Google Analytics • Unique visitors • Form visits • Referring search engines and sites • Keywords • Top visited sites • Visitor loyalty • Visitor reach
    46. 46. Progress ReportFall 2012 Measurable • 10% increase in enrollments and new students for 2012 met • 20+ new applicants for spring 2013 • 2,000+ new prospects • Increase of on campus students Other Benefits • Increased awareness • Increase to consistency of message • Improved ranking in search engines • Solid brand for affiliation with CU Boulder 1/8/2013 DRAFT Marketing Plan.. work in progress
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