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Mixed Marketing Presenation For Ache

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How to implment and manage a successful mixed media portfolio

How to implment and manage a successful mixed media portfolio

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  • This simplified process must be explained in terms of tracking components…
  • SEO – discuss relevant (e.g., lending vs. borrowing)
  • PPC – targeted phrases and impact on targeted clicks The way Google Instant works is much the same way that the auto-fill feature works. As you type, the auto-fill database presents you with the most popular searches that begin with a single letter, a syllable or word. As you keep typing, the suggestions become increasingly targeted. The Google Instant feature replaces the auto-fill feature with actual search engine results, both paid and organic, with the most popular searches that begin with a single letter, a syllable or word. For example, for the image below, a partial search for “online ed…” will result in top search engine results for each of the first search phrase listed as you continue to type. The problem: if you’re searching for “online editing” the first suggestion that will display search engine results for the partial search “online ed” is “online education”. This search will trigger both organic and paid search engine results for “online education”, increasing the overall number of impressions or total number of times a result (including a paid listing) is shown. However, the probability of someone clicking on every paid search result display as a result of a possible permutation of letters, syllables and words associated to a search phrase is small.   Google is currently assuming that an increased number of impressions will result in an increased number of clicks, and therefore higher click revenues. I doubt it. But, we should wait and see how this rolls out. I feel many consumers are likely to find this feature annoying. Should this happen, and if Google is slow to react, other search engines will have the change to regain some market share from Google.   Search engine marketing writers are assuming that organizations are going to go out of their way to rank as high as possible for the letters and or syllables with which their brands start. Currently, IKEA ranks first for the letter “I” and IBM ranks first for the letters “IB” in terms of search phrase popularity. Do you think these two organizations are going to invest resources to outrank each other for the letter I? I just don’t see it… but there may be an scenario when this type of online competition is likely.   As for “Post University” and “Post University Online”, you should know that we’re currently the second and ninth option after typing “post” in Google’s search. For a search of “post “ (with a space after post) we’re the number 3 option, and for “post u” we represent all ten of Google’s suggestions.
  • This simplified process must be explained in terms of tracking components…
  • Transcript

    • 1.  
    • 2. Stir up a great marketing mix The right ingredients make all the difference Vince Giambalvo Regional Vice President PlattForm Higher Education
    • 3. How to get from here… Traditional Media Interactive
    • 4. … to here?
    • 5. Advantages of Integrating Your Online and Offline Marketing
      • More than 50% of Post University enrollments come from inquiries directly attributable to online sources
      • Jupiter Research indicates that nearly 70% of consumers report searching for the company name, product or service, or advertising slogan that they saw in offline marketing
      • Integrated marketing consumer behavior
        • Awareness
        • Search behavior
        • Goal Oriented / call-to-action
        • Content/ Information acquisition
        • Enrollment
        • Repeat visit (remarketing)
        • Word of mouth (social networking/referrals)
    • 6. Start with the End in Mind
      • What are your enrollment goals?
      • Do you have goals by program?
      • Do you have goals by location?
      • What is your expected CPE?
      • What does that include?
      • Do you have goals by program?
      • Do you have goals by location?
      • What is your marketing budget?
      • How many admissions reps do you have?
      • How many inquiries are optimal for an admissions rep to work?
      • What is your competition doing?
      • How many competitors do you have in your market?
      • How much are they spending?
      • What is your unique selling point, message, and brand?
    • 7. The Facts - Interactive
      • Average cost-per-lead for CPL programs?
      • Average cost-per-lead for PPC programs?
      • Average conversion from L-E for CPL programs?
      • Average conversion from L-E for PPC programs?
      • Average conversion from L-E for website leads?
      • Average cost-per-lead from banners?
      Campus Online $45 $60 $110 $125 3% 1.5% 7% 4% 12% 8% *These are for undergraduate programs.
    • 8. Let’s Do the Math
      • Enrollment goal of 100
      • CPL leads 2000 x $60 = $120,000
      • PPC leads 600 x $125 = $75,000
      • Website leads 300 x $10 = $3,000
      • Total cost = $198,000
      • 2000 CPL leads @ 1.5% conversion = 30 enrollments
      • 600 PPC leads @ 4% conversion = 24 enrollments
      • 300 Website leads @ 8% conversion = 12 enrollments
      • Total number of enrollments = 66
      • Cost per enrollment = $3,000
      $4000 $3125 $250
    • 9. First Thoughts
      • These guys don’t know what they are talking about
      • … wait maybe they do?
      • My boss is going to fire me if I show them this!
      • What should you be thinking?
      • Where do my other 34 enrollments come from?
      • What if I improved conversions by as little as 1%?
      You over sit your starts because you just enrolled 107 new students. You lowered your CPE from $3,000 to $1,850 . You keep your job, get a promotion and a raise. *And you are so excited you buy Marcelo and Brad a new car
    • 10. Funnel Management
      • The bulk of all inquiries will be received electronically
      • Depending on the marketing channel, there are a number of metrics that must be monitored
      • For the purpose of measuring education inquiry conversion, the most critical metrics are:
        • Cost-per-lead
        • Cost-per-enrollment
        • Reach
        • Inquiry-to-start conversion
      Visitors Impressions New enrolled students Inquiries conversion rate Applications Integrated Campaign
    • 11. Predictable ROI – Marketing and Sales Must Be Integrated
    • 12. Quality and Process… …critical for Success!
    • 13. Inquiry Response Time is Key!
    • 14. Interactive Marketing Options: Search Engine Optimization (SEO)
    • 15. Interactive Marketing Options: Search Engine Optimization (SEO)
      • The education landscape is highly crowded and competitive – in order to maximize the institution’s share-of-voice, SEO must be a component of an integrated interactive marketing strategy
      • Keyword optimization continues to be incorrectly perceived as the main/key component of SEO
      • Trust/authority of host domain, link popularity, and anchor text of external links are critical components of a well executed SEO campaign
      • Other SEO components include:
        • Search-engine-friendly web design
        • Use of meta/title tags
        • Content relevancy (e.g., consumers search for borrowing, refinance, not lending)
        • Social media metrics
    • 16. Interactive Marketing Options: Paid Search (PPC)
      • PPC is an effective way to gain share-of-voice when organic rankings are not present
      • Effectiveness of campaign is dependant on targeted search phrases
        • Broad search phrase results in high impressions, low number of clicks, and non-targeted click-throughs
      • Targeted landing pages are critical to visitor-to-inquiry conversion
        • Ad copy sets the visitor’s expectations
        • Each targeted search phrase must be considered in terms of landing page content
      Integrated Campaign Both SEO and PPC listings for the same search phrase increases overall click-through rates
    • 17. Interactive Marketing Options: Affiliate Marketing (A.K.A. Aggregators)
      • Aggregators are an effective way to maximize share-of-voice and an affordable source of targeted inquiries
      • CPI ranges from $35 to $120, depending on factors such as how the inquiry is transferred to an admissions center, or the degree program being promoted (e.g. undergrad vs. grad)
      • While CPI is, and should be an initial point of cost-to-market reference, overall conversion and cost-per-enrollment should be the key metrics used to measured ROI
        • For example, inquiries at a high CPI that convert higher than average are more desirable than low CPL inquiries that hardly convert…more is not always better!
      • Depending on a number of variables, aggregator inquiries convert anywhere from 1% to 4%
    • 18. Industry Marketing Trends
      • Increasing marketing and sales costs
        • Aggregator’s organic traffic is being affected by Google’s algorithm resulting in CPL increases and lower conversions
        • Aggregators seeking to make up organic inquiry flow are aggressively pursuing increases in paid search traffic, resulting in CPC increases
      • Ongoing shift to awareness-based advertising strategies
        • Challenge: Cannot generate large volume of inquiries, but significantly increases conversion over time
      • Schools adjust marketing funnels targeting higher-quality programs that have better graduation / placement rates
    • 19. Tracking Media
      • Traditional media (e.g., broadcast & print) can be an important component of an integrated interactive marketing plan
        • Effective call-to-actions can drive highly targeted traffic to a specific, unique URL , or to call a unique 800 number
        • Challenge: Are you reaching the right demographic?
      • Awareness campaigns are effective at increasing both paid search and organic traffic
        • Brand awareness is likely to drive traffic away from the intended action
        • Challenge: It is not always possible to track all traffic to a specific buy
    • 20. Adding in Traditional Media Directly Attributable Kind of Attributable Not Attributable Facts Television Television High CPL-Good Conversions Radio Radio High CPL Newspaper Newspaper High CPL-Declining source Direct Mail Direct Mail High CPL-Good Conversions Outdoor Outdoor
    • 21. Cross Channel Tracking
      • Tracking of media effect on online traffic
      • Consistent creative messaging
      • Assists campaign analysis
      "Advertising on television changes what people search for. We use more branded keywords and fewer generic keywords," said Ken Wilbur, a marketing professor at Duke.
    • 22. Integrated Approach 73 inquiries interacted with a different source prior to becoming an inquiry "Right now, most marketers have one agency for TV, and a different agency for online searches. They should seriously consider integrating those two functions," said Wilbur. "In elasticity terms, the effect of TV advertising on consumers' choice of branded keywords is about as large as its effect on sales." http://www.youtube.com/watch?v=zQaIa274DWU
    • 23. Let’s Make it Confusing
    • 24. The End in Mind Students are enrolling students http://www.youtube.com/watch?v=Ru8NqeKYABE&feature=fvst
    • 25. It’s More Than Just Facebook
    • 26. Conversational Marketing: Who’s Driving the Conversation?
      • Marketing (both internet and traditional) has evolved from a transaction-based effort to a conversation
        • That conversation is often a 3-way discussion
      • Peer-to-peer feedback is highly sought and perceived as unbiased by prospective students
        • It is not the selling proposition, it is what current/former students have to say about their experience with the university
      • The fear factor – When researching online education options, most prospective students look for assurances
        • Highly crowded, democratic landscape confuses students
        • Students want to know:
          • “ Are you a real university?”
          • “ Are you accredited?”; “What does it mean?”
      • MOST STUDENTS SEEK FOR ANSWERS FROM THEIR PEERS THROUGH SOCIAL MEDIA CHANNELS
    • 27. Conversational Marketing: Who’s Driving the Conversation?
      • Social media has become an important source of peer-to-peer feedback about products and services
        • Opens communications with both current and prospective students
          • Challenge: negative postings! There is such thing as disgruntled students
          • Opportunity: address problems and concerns as they arise, resulting in an improved brand image
        • Students looking for information are more likely to post a question on a social network than to call the university directly
          • No room for big brother here! Student participation decreases when monitoring is perceived, however, it is at times expected
        • To effectively integrate social media as part of a conversational marketing strategy, institutions must:
          • Ignite and engage in conversations
          • Offer customer service via social media
          • Provide a platform for conversations? Blogs!
    • 28. Conversational Marketing: Blogs – Drive the Discussion!
      • The most important conversation is not between the university and the prospective students, but rather between the prospect and current students/alumni
      • Conversational content – What are prospects looking for?
      • Ignite the conversation!
        • Post relevant questions and see what happens
          • Are online universities real?
          • What makes an online university “real”?
          • What’s a degree mill?
          • - Measurable ROI: generates inquiries, brand awareness/equity, and improves search engine rankings

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