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E - marketingbrownbag


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E - marketingbrownbag

E - marketingbrownbag

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  • 1. E-Marketing Update Tara Myers E-Marketing Director x. 5656
  • 2. Agenda E-Marketing Role E-Marketing Initiatives Marketing & WDO Collaboration Policies 2003 Web Priorities Q&A 2 Worcester Polytechnic Institute
  • 3. Why E-Marketing? WPI had not concentrated marketing efforts online, yet realized its increasing importance. Web is pre-eminent information source – Web site is often the front door for prospective students. (69% of students find colleges online.) – Other Web sites and search engines build awareness for WPI – Targeted email is cost-effective and can build relationships and promote WPI programs. Need to ensure that online communication is just as strategic as other communications – and is integrated with other marketing efforts. 3 Worcester Polytechnic Institute
  • 4. E-Marketing Director Role Marketing across all online channels, including: – WPI Web site – E-mail Newsletters and Promotions – Other Web sites (advertising) – Search Engines 4 Worcester Polytechnic Institute
  • 5. E-Marketing Director Role Institutional Internet marketing strategy – Determine strategy and content for home page, top-level pages • Analyze traffic to Web site • Conduct research about user behavior • Explore primary research with target audiences – Search engine optimization – Explore awareness campaigns 5 Worcester Polytechnic Institute
  • 6. E-Marketing Director Role Internal consultant for individual Web Site, E- Mail Marketing and Online Media Purchases – Strategy – Architecture – Content/features (e.g. brainstorming, editing) – Metrics analysis Maximize communication with key audiences online – Tie-in communications with institutional campaign 6 Worcester Polytechnic Institute
  • 7. E-Marketing Director Role Project manager for online initiatives for Category I sites (e.g. Admissions, Continuing Education) – Track projects and coordinate deliverables between University Marketing, Web Development Office and campus clients. – Lead weekly Web Committee meetings – Develop processes 7 Worcester Polytechnic Institute
  • 8. Focus Areas Home page content 1. Opportunities to increase awareness 2. E-mail marketing 3. Web site development process 4. 8 Worcester Polytechnic Institute
  • 9. Home Page 9 Worcester Polytechnic Institute
  • 10. Home Page 70K external visitors/month Where are they coming from? – Google, MSN, Yahoo Where are they going? (From most to least visited) – Academics – Admissions – Student Life & Athletics – Administration & Services – People Search – Locations & Visiting – About the University – The WPI Difference – Alumni & Friends – News & Events Which content will best meet our marketing objectives? 10 Worcester Polytechnic Institute
  • 11. Home Page University in Focus – Features key to mission, shows diversity, links to deeper content – News Headers – Getting more traffic than old headers – Next step: new content About the University – New menu name – The WPI Difference 11 Worcester Polytechnic Institute
  • 12. Online Institutional Marketing Newsletter sponsorships – U.S. News & World Report First Stop: College – Princeton Google keyword purchases (currently 2.8% CTR) More to come in 2003 12 Worcester Polytechnic Institute
  • 13. Newsletter Sponsorship 13 Worcester Polytechnic Institute
  • 14. Google AdWords 14 Worcester Polytechnic Institute
  • 15. E-Mail Marketing Phase I: Ability to send HTML email – Create HTML template for email broadcasts – Create policies for mass e-mail Phase II: Enhanced functionality, measurement – Develop new email marketing strategies, testing, etc. Alumni Relations Newsletter in plain-text Consultation: text e-mail, outside vendors for HTML e-mail 15 Worcester Polytechnic Institute
  • 16. The Bridge: Alumni E-Newsletter 16 Worcester Polytechnic Institute
  • 17. Marketing/WDO Roles Marketing WDO Lead Category I Site Lead Category II Development Site Development Strategic Lead Web Policy consultation Development – Copy and Design Usability, technical – Architecture consultation – Metrics analysis Web design Link design to Maintain, update institutional identity sites 17 Worcester Polytechnic Institute
  • 18. Web Development Process Categorization for Web site re-design – Category I sites 3-6 month lead time (e.g. Admissions, Alumni Relations) – Category II developed more independently by WDO Strategic documentation – Sets strategy, scope, measurement criteria, time line Measurement/Research – Metrics analysis – Industry data 18 Worcester Polytechnic Institute
  • 19. Web Policies New Web Site Launched in April 2002 with new “look and feel” Web Policies established in August. Policy objectives: – Definition of visual elements that can be used on Web sites – Consistency across the entire WPI Web Site – Integration of online communications with other communications (i.e. advertising, brochures, etc.) – Maximize site usability for visitors View Web Policies at: 19 Worcester Polytechnic Institute
  • 20. Technological Humanist Award 20 Worcester Polytechnic Institute
  • 21. ADLN 21 Worcester Polytechnic Institute
  • 22. Bioengineering Institute 22 Worcester Polytechnic Institute
  • 23. Athletics 23 Worcester Polytechnic Institute
  • 24. 2003 Web Priorities led by Marketing Home Page and Top-Level Marketing Pages Research at the University Adult Learners – Corporate Education – Grad Admissions – Continuing Education Undergraduate Admissions – Admissions (July) – Financial Aid University Relations – Alumni Relations – Marketing – Giving to WPI – External & Government Relations – Corporate Relations Global Studies (IGSD) 24 Worcester Polytechnic Institute
  • 25. 2003 Priorities led by WDO Academic Departments and Programs Physical Education & Athletics (ongoing) Student Affairs IT Division Registrar's Office/Projects Program Payroll Research Centers 25 Worcester Polytechnic Institute
  • 26. Questions? 26 Worcester Polytechnic Institute