Digital Marketing presentation, City University London - Lifestyle

1. Use London as your canvas...
Alanna Henry
Martyn Hayes
Michelle Tierney
Paolo Nencini

2. Who we are
• An innovative, young and practical undergraduate art college
that fosters creativity and equips graduates with the vocational
skills to build their career.
• Unique Place: industrial, urban site in the heart of arty hub
Shoreditch.
• Our brand combines perfectly the two aspects of being fresh,
young and creative with the more institutional side of teaching
and education.

3. What we do
• We provide unique, niche art and media courses covering the
latest cutting edge industry developments.
• We will provide an emphasis on the career path of our courses
and the quality of our teachers (already artists or media
experts)
• Original Teaching: will take place in artists studios at the
college site.

4. The Customer Lifecycle

5. Customer Personahttps://www.youtube.com/watch?v=i-UtXc6GjrI Time: 07secs – 1.07mins

6. Digital Marketing Strategy Model

7. The website
• Design to suit target audience
• Not stuffy or formal
• Use of modern web trends (box designs)
• Ease of navigation
• Quick links to core information
• Rotating carrousel for key updates

8. The website
• Use of celebrity endorsements
• Testimonial at bottom of page
• Advertising celebrity guest lecture
• Capturing emails
• Inviting none students to sign up to attend
guest lecture
• 'Book now' option for open days
• Youtube video detailing what "life is like" on
campus
• Images featuring our target demographic

9. Content page
• Image featuring our target demographic
• Quick links on the right to key information
• Celebrity credentials through "Notable guest
lectures"
• Link to open day
• Capture email address through online booking
• Good copywriting
• Use of media names (Channel 4, Guardian etc)
• Quote from former student
• Slideshow gallery for students work

10. Search Engine Optimisation
• Good use of copywriting
• Appropriate URL
• Keywords: digital, art, urban, practical,
culture, community, vocational , expert,
quality, renown artists, successful,
contemporary

11. Search Engine Optimisation
• Good use of copywriting
• Appropriate URL
• Correct layout
• Image on the right
• Regularly updating content
• Images
• Quotes
• Guest lectures etc
• Links to page from partners
• External websites
• External newsletters
• Links from social media

12. Blogs
• Guest lectures
• students
• Ex students
• Content
• Short tips and techniques
• Why study with us?
• Insight into the world of digi arts
• Links
• From bloggers' sites
• From associates' sites
• Advertisements
• To guest lectures
• To open days
Photographer: Corrine Day

13. Viral marketing
Series of Youtube videos created by
students.
All shot with in a comedy style, depicting
60 seconds of films if they were set in
London.
E.g. Terminator in London, Predator in
London etc. All with Cockney accents
and British references.
DigiArts logo will feature at the end.

14. At least 1 post a day
Build the number of ‘Likes’ – Voucher offer for Art Shop
Encourage sharing links – conversation and feedback
Content –
• Glimpse into the lives of students and lecturers
• College and external events
• Alumni and student news
• Careers advice & updates
• Info on local area – restaurant/bar review of the week
• Competitions and Promos such as voucher for art shop
• Tips and tutorials

15. • 2-3 (re) tweets per day
• Follow and interact with artists,
designers, online magazines, bloggers,
industry events etc.
• Highlight interesting student, alumni
and lecturer stories and successes
• Use retweet to run student
competitions
• Post thought provoking content on
current design, media and arts issues
and developments

16. • Post a few times a week
• Users slightly younger than
Pinterest (18-29)
• Allows for more amateur
photos – taken by students
• Monthly competitions –
post picture, win voucher
• Behind the scenes images
of local area, the college,
lectures
• Promote college events and
exhibitions
• Brand page
• Join industry related
communities
• Build circles by being a one
stop shop for insights and
academic highlights
• Showcase campus life and
events
• Include insights into our
cutting edge studies and
techniques
• Allows alumni to network
• Used to improve google
ranking
• Upload monthly
• Virtual tour of campus and
Shoreditch
• How to videos – applying,
producing a portfolio
• Interviews with honorary
fellows, alumni and guest
lecturers
• Exhibitions and shows
• Student videos for course
work

17. Online PR & Affiliates
 Lecturers guest blogging on
student art blogs and influencers:
The student room. The Student Art
Guide
 DigiArt Representative or a
celebrity endorsement for the
college – Radio broadcast on
Blogtalk radio, BBC radio (Start the
Week) and local radio
 Current digital media courses and
niche art foundation courses
advertised in THE, newspapers and
journals

18. Affilliates
 Celebrity Endorsements - Tracey
Emin, Kelvin Okafor
 Expert Endorsements
 Local Business Partnerships e.g
materialmaterial.com – specialist
art supplies store, web design
agencies
 International partnerships – Pixar,
World Press Photo

19. Email Communications Plan – E-CRM

20. Email Campaign Example

21. E-Newsletter Example

22. E-Newsletter Example cont...

23. Off-line Marketing

24. Mobile Marketing
• Smart Phone and Tablet adapted site.
• App for students and teachers to share
information, give feedback to lessons,
administrative services.
• Text reminders to students about
upcoming events, lessons, exams.

25. Digital Marketing Objectives and Measurement Framework

26. Google analytics
• Dashboard measures
• Daily visits
• Traffic types – referral, direct, email etc
• Time on site
• Geography origin

27. End of Presentation
And thank you for listening.