Eunis2010 kion communication_builder

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Eunis2010 kion communication_builder

  1. 1. Bologna 4 Dicembre 2009
  2. 2. A University and its audiences … Present students Business Prospect students Alumni Foreign students Bologna 4 Dicembre 2009
  3. 3. Engage your communities in digital dialogues … Present students Business Prospect students Alumni Foreign students Bologna 4 Dicembre 2009
  4. 4. Many audiences, many media, one tool Bologna 4 Dicembre 2009
  5. 5. The tool… Contents Contacts Monitoring Media Campaigns Bologna 4 Dicembre 2009
  6. 6. …and some services Bologna 4 Dicembre 2009
  7. 7. Bologna 4 Dicembre 2009
  8. 8. Analysis Purpose: open a direct dialogue with interested potential students Collect their contact data Provide them with interesting information Constraints: Open day on July 22° Project start in June Summer holidays in August Bologna 4 Dicembre 2009
  9. 9. Project and realization Dedicated landing website Bologna 4 Dicembre 2009
  10. 10. Project and realization Dedicated landing website Targeted emails Bologna 4 Dicembre 2009
  11. 11. Project and realization Dedicated landing website Targeted emails Paper flyers at Open day Bologna 4 Dicembre 2009
  12. 12. Mediaplanning July 21st Upload contacts from Universo July 22nd Website online Invitation to Open Day and to website for Universo contacts Subscriptions from website start Bologna 4 Dicembre 2009
  13. 13. Mediaplanning July 23rd Open Day: flyers are given Open Day: contacts are manually gathered July 24th Invitation to website for Open Day contacts July 25th – Informative e-mails August 5th Bologna 4 Dicembre 2009
  14. 14. Outcome Monitoring KPI: Number of subscribers Visits from emails Feedback from questionnaire Number of enrolled subscribers Bologna 4 Dicembre 2009
  15. 15. Outcome Monitoring: Subscribers Sources for contacts Universo Web Open day Bologna 4 Dicembre 2009
  16. 16. Outcome Monitoring: Subscribers Contacts become subscribers 8,92% 67,32% 8,03% Bologna 4 Dicembre 2009
  17. 17. Sources for subscribers Contacts gathered through digital media are more active and willing to be engaged: 67,3% of contacts coming from the web turned into real confirmed subscriptions only 8% of contacts from other sources converted to actual subscribers Bologna 4 Dicembre 2009
  18. 18. Outcome Monitoring KPI: Number of subscribers Visits from emails Feedback from questionnaire Number of enrolled subscribers Bologna 4 Dicembre 2009
  19. 19. Outcome monitoring: Visits from emails During the campaign August-October Search engines: 9,6% E-mails: 35,20% Direct: 19,81% Direct: 11,33% E-mails: E-mails sent remain interesting 11,30% Referral: 59,29% Referral: 52,92% Bologna 4 Dicembre 2009
  20. 20. Ratio Emails sent/visits received Content is the key Invitation Invitation Info about Info about Holiday to Open to University Faculties closedown Day Universo contacts contacts Bologna 4 Dicembre 2009
  21. 21. Outcome monitoring KPI: Number of subscribers Visits from emails Feedback from questionnaire Number of enrolled subscribers Bologna 4 Dicembre 2009
  22. 22. Outcome Monitoring The users’ opinion Do you think this site is well organized? Bologna 4 Dicembre 2009
  23. 23. Outcome Monitoring The users’ opinion Do you think that consulting this site is useful to resolve your doubts? Bologna 4 Dicembre 2009
  24. 24. Outcome Monitoring KPI: Number of subscribers Visits from emails Feedback from questionnaire Number of enrolled subscribers Bologna 4 Dicembre 2009
  25. 25. Enrollment rate among subscribers Bologna 4 Dicembre 2009
  26. 26. New projects The same university is repeating the experience, but with an earlier start http://orientarsi.uniromatre.it Another university started a similar project, with the addition of a Facebook page and a Google AdWords campaign http://www.lumsaorienta.it Bologna 4 Dicembre 2009
  27. 27. Thanks for your attention! Bologna 4 Dicembre 2009

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