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Inbound in the Integrated Marketing Framework @ Emerson College: Course Wrap Up

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This is a summary of one of the first hybrid college courses called "Inbound in the Integrated Marketing Framework," a partnership between Emerson College, HubSpot and SafeRide. This is a new type of applied, hands-on college course where students had the opportunity to learn Inbound and how it works in an Integrated Marketing context, and earn HubSpot Software Certification by building a live Inbound Campaign for a client with a real business need.

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Inbound in the Integrated Marketing Framework @ Emerson College: Course Wrap Up

  1. 1. MK371-05: Inbound in the Integrated Marketing Framework Spring 2017 – Course Wrap Up A Partnership…
  2. 2. The MK371 Team “A-Players & Pioneers” Sam Ho Hantzley Audate Paige Niler Milo Goodman Lindsey Di Costa Amber Hughes Catalina Nguyen Kennedy Kelley Max Fallows Jamie Wong Emily Schnider Not Shown: Nick Kitsos
  3. 3. Highlights & Milestones HubSpot Office Visit & Kickoff Project Organization: Teams Two/Competitive One Class Team Functional Teams/ Organized by Practicum Inbound – Class Outbound – EmComm Project Tracker & Program Management Inbound Certification Course HubSpot Software Certification Course & Practicum Engage with HubSpot Jon Gettle Class Visit #1 Overview: HubSpot Tools Jon Gettle Class Visit #2 Conversion Path Deep Dive Jon Gettle Check In Call Final Touches Steve Sheinkopf/Yale Appliance Class Visit SafeRide Class Visit
  4. 4. The Work…
  5. 5. The Core MESSAGE enables … “Micro-Communities” of Friends Looking Out for Each Other in Transit
  6. 6. Introducing Our Personas…
  7. 7. Practicum Elements Criteria Status Update GOALS Input a custom monthly goal in your HubSpot dashboard. DONE PERSONAS Specify how many personas your business has and include a link to one of those complete persona profiles in the Persona tool. That profile must have all fields filled out and at least 5+ sentences in the "Story" section. DONE KEYWORDS Add at least 300 keywords to the Keywords tool. DONE BLOG (reference Blog tab) Publish or have scheduled to publish at least 10 blog posts to be live within a 45-day period. You must specify in the comments section the time period in which posts were published. DONE CONTENT (reference Content tab) Include links to 3 content offers (NOT including blog posts or website pages). You must include links to these live content offers or the landing page in which they live. DONE LANDING PAGES (reference Content tab) Create at least 3 landing pages that are live on your website. One of your landing pages must have at least 100 views and a 20% conversion rate. DONE; waiting for performance metrics FORMS (reference Content tab) Build at least 3 different forms that are live on your website. One of your forms must have at least a 20% submission rate and at least 100 views on that form for the last 120-days. DONE; waiting for performance metrics THANK YOU PAGES (reference Content tab) Create at least 3 thank you pages that are live on your website and link to another offer. You must provide the URLs of your Thank You Pages. DONE CALLS-TO-ACTION (reference Content tab) Create at least 3 calls-to-action that are live on your website. At least one of your CTAs must have a 2% or higher click-through rate for the last 120-days. DONE; waiting for performance metrics SOCIAL PUBLISHING Using the HubSpot Social Publishing tool, post at least 15 social media updates within a 7-day period, or have them scheduled to post in HubSpot's Social Publishing tool. Only posts published or scheduled via the HubSpot tool will be assessed. DONE EXTRAS (does not need to be prioritized for Practicum) The Practicum
  8. 8. The Blog Persona Ideas/Working Title Author Editor Draft Completed Photos Added SEO Comple (Amber) Transfer/Commuters Safety Tips for Evening Commuters Amber Transfer/Commuters How to Make Friends as a Transfer Student Amber Transfer/Commuters 5 Tips to Make the Most of Your Commute Milo X X Freshman 7 ways to decorate your dorm suite on a budget Sam Milo X X X Freshman Surviving Your Freshman Year of College Jamie Emily X X X Freshman What I Wish I Knew as a College Freshman Emily Milo X X Freshman Tips for Move-in Day Jamie Emily X X X Freshman Dining Hall Alternatives: Top 10 Boston Food Trucks Milo Emily X X X Freshman Dining Hall Alternatives: Best Restaurants Near Emerson College Milo Emily X X X Frats How to Know if You're in the Right Frat Emily Milo X X X Frats Top 5 Sober Event Ideas For Boston-Area Fraternities Milo Emily X X X Frats Staying Safe at House Parties Milo Emily X X X LGBTQ What It Means to Go to the Most LGBTQ-Friendly School in the U.S. Emily Milo X X X LGBTQ Top Scholarships for LGBTQ+ Students Milo Jamie X X X LGBTQ LGBTQ+ Student Statistics and Safety Milo Jamie X X X LGBTQ The Best Apps for LGBTQA+ Students Milo Emily X X X General How to Get Around Uber Surge Pricing Milo Emily X X General Ride-Sharing and Taxi Safety Tips: Read Ours and Submit Yours! Milo Emily X X X General The 5 Best Life Hacks to Unwind After a Long Day Amber Milo X X X General Ride-Sharing Alternatives to Uber and Lyft Milo Emily X X X General Cheap Things to Do in Boston On a Rainy Day Milo Emily X X X General Ride-Sharing Etiquette: Top 4 Things Drivers Want You to Know Hantzley General 50 Sweet Discounts For College Students Milo Emily X X X Tinder 10 Best Places to Go on a Tinder Date Jamie Emily X X X Tinder The Top 5 Tips for Safely Using Dating Apps Milo Emily X X X Tinder How to Stay Safe on a Tinder Date Jamie Emily X X X INTL Survival Guide for International Students in Boston Max Milo X X X INTL Visa Requirements Kennedy INTL ELA Campus: Hot Spots Walking Distance from Campus Max Milo X X X INTL Where & How to Watch the UEFA Championships League Max Milo X X X INTL Best Restaurants in Boston By Cuisine Max X INTL Top 5 Safety Tips That Students Traveling Abroad Need to Know Milo Emily X X X INTL 21+ Bars & Stores Carrying INTL Brands Max Milo X X
  9. 9. Content Offers
  10. 10. Conversion Paths Content Offer Content status Design + Format status File Assets status Landing Page status LP SEO + links complete? (Amber) Form Thank You Page Status TYP SEO + links complete? (Amber) Email + Fulfillment Status CTA Know Your Rights Guide DONE DONE cover uploaded; guide uploaded DONE DONE Name + Email DONE DONE DONE DONE Safety Awareness Meeting Guide DONE DONE DONE DONE DONE Name + Email DONE DONE DONE DONE Travel Packing Checklist DONE DONE checklist uploaded DONE DONE Name + Email DONE DONE DONE DONE Lyft Gift Card w/ App Download n/a n/a n/a DONE DONE Name + Email DONE DONE DONE DONE Lyft Gift Card Contest w/ Safety Tips Submission n/a n/a n/a DONE DONE Submit Your Safety Tips DONE DONE DONE DONE App Download n/a n/a n/a n/a n/a n/a n/a n/a n/a DONE
  11. 11. Content Offer Example
  12. 12. Initial Preliminary Results (1st Weeks)
  13. 13. Thanks To All That Helped Make This Unique Learning Opportunity Happen! HubSpot Jon Gettle Isaac Moche Mark Kilens HR Team Emerson Dr. Brenda Wrigley SafeRide Greg Czarnowski Russell Pergament Yale Appliance Steve Sheinkopf

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