Word of Mouth Marketing Campaign IMC Professionals' Master's Program

Project Team – The Graduates! Belinda Alvarado – IMC08 Dan Buescher – IMC07 Catherine Kraus – IMC07 Lisa Spengler – IMC07

Belinda Alvarado – IMC08

Dan Buescher – IMC07

Catherine Kraus – IMC07

Lisa Spengler – IMC07

Objective and Desired outcome Key principles for IMC Graduates: Simplify the decision and application process for prospective students Offer real advice on positive experience/benefits of the part-time program From the prospective student point of view : Wow – what a great program. Didn’t know I could pursue a Master’s in marketing instead of getting an MBA part-time in downtown Chicago. Wow - I can get real work experience working on major brands and consulting projects. I apply!

Key principles for IMC Graduates:

Simplify the decision and application process for prospective students

Offer real advice on positive experience/benefits of the part-time program

From the prospective student point of view :

Wow – what a great program. Didn’t know I could pursue a Master’s in marketing instead of getting an MBA part-time in downtown Chicago.

Wow - I can get real work experience working on major brands and consulting projects.

I apply!

IMC Professionals' Master's Program Targets working professionals in marketing and communication industry

Targets working professionals in marketing and communication industry

Word of Mouth Campaign The Five Ts of Word of Mouth Marketing Talkers – find people who will talk Topics – give people a reason to talk Tools – help the message spread Taking Part – join the conversation Tracking – measure Adapted from Word of Mouth Marketing: How Smart Companies Get People Talking by Andy Sernovitz. © 2006 Andy Sernovitz

Talkers – find people who will talk

Topics – give people a reason to talk

Tools – help the message spread

Taking Part – join the conversation

Tracking – measure

1. Talkers Students Dan Buescher, Belinda Alvarado, Lisa Spengler, Catherine Kraus Alumni Annie, Agnes, Megan IMC Staff Anne Fennway, Lois Farley Shuford

Students

Dan Buescher, Belinda Alvarado, Lisa Spengler, Catherine Kraus

Alumni

Annie, Agnes, Megan

IMC Staff

Anne Fennway, Lois Farley Shuford

2. Topics MBA vs. MSIMC Relationships and Networking Prestige of Northwestern Keeping the Network Active Application Tips

MBA vs. MSIMC

Relationships and Networking

Prestige of Northwestern

Keeping the Network Active

Application Tips

3. Tools E-mail

E-mail

3. Tools Newsletter

Newsletter

3. Tools Youtube

Youtube

3. Tools Blog http://nuimc.blogspot.com/

Blog

http://nuimc.blogspot.com/

3. Tools Online survey

Online survey

3. Tools Info Session

Info Session

3. Tools Slideshare

Slideshare

4. Taking Part Info Session Alumni Panel Business Cards E-mail Conversations Blog Post/Comments including: NU WOM Dirty Dishes and Chaos IMC Resource Slideshare Presentation Vault Survey

Info Session Alumni Panel

Business Cards

E-mail Conversations

Blog Post/Comments including:

NU WOM

Dirty Dishes and Chaos

IMC Resource

Slideshare Presentation

Vault Survey

5. Tracking Info Session Participants Talked with 9 attendees YouTube 34 views Blog Analytics 104 pageviews, 48 visits, 13 unique visitors (Aug. 6-12) Slideshare 93 views, 6 downloads (as of 1 p.m., Aug. 13) Survey NUIMC Web site pages - Ambassadors, Testimonials, IMC Homepage, etc.

Info Session Participants

Talked with 9 attendees

YouTube

34 views

Blog Analytics

104 pageviews, 48 visits, 13 unique visitors (Aug. 6-12)

Slideshare

93 views, 6 downloads (as of 1 p.m., Aug. 13)

Survey

NUIMC Web site pages

- Ambassadors, Testimonials, IMC Homepage, etc.

5. Tracking SEO

SEO

Future Recommendations Apparel or premiums Northwestern IMC (not Medill School of Journalism) Global perspectives/Chicago perspectives Alumni/Students as ambassadors Administer survey to: identify messaging identify talkers Tracking of WOM Refer a student mechanism Priority status with graduate referral Application fee waiver with graduate referral Audit a class after graduation

Apparel or premiums

Northwestern IMC (not Medill School of Journalism)

Global perspectives/Chicago perspectives

Alumni/Students as ambassadors

Administer survey to:

identify messaging

identify talkers

Tracking of WOM

Refer a student mechanism

Priority status with graduate referral

Application fee waiver with graduate referral

Audit a class after graduation

Thank you. Spread the word.