E-Marketing in Education


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  • E-Marketing in Education

    1. 1. Image and Marketing 2005-2006 A Mid-Year Report
    2. 2. Fall 2005 <ul><li>New undergraduate recruitment publications </li></ul><ul><li>Advertising (print) </li></ul><ul><li>Video production </li></ul><ul><li>Viral marketing concept and production </li></ul><ul><li>Web site enhancement </li></ul><ul><li>Graduate School open house and search materials </li></ul>
    3. 3. Undergraduate recruitment publications <ul><li>Search (150,000) and travel (50,000) brochures </li></ul><ul><li>Viewbooks and envelopes (60,000) </li></ul><ul><li>Acceptance package folders and guts (10,000) </li></ul><ul><li>Undergraduate fact sheets </li></ul><ul><li>Admissions Web site (in production) </li></ul>
    4. 4. Advertising <ul><li>Print: Strategy—large ads in hometown papers, 8 consecutive weeks, raise visibility, drive to Web </li></ul><ul><ul><li>Niagara Gazette (circ. 51,539) </li></ul></ul><ul><ul><li>Batavia Daily , (circ. 14,000) Livingston Co. News (circ. 6,800) </li></ul></ul><ul><ul><li>Rochester area </li></ul></ul><ul><ul><ul><li>13 Messenger Post papers (Sunday/weekly subscription, 79,000) </li></ul></ul></ul><ul><ul><ul><li>City Newspaper (103,000 readers each week) </li></ul></ul></ul><ul><ul><li>Syracuse area </li></ul></ul><ul><ul><ul><li>Eagle papers, 15 Central NY papers (54,635 paid circ., 158,441 readers) </li></ul></ul></ul><ul><ul><li>Buffalo area </li></ul></ul><ul><ul><ul><li>ArtVoice (63,000 copies, 280,000 readers each week) </li></ul></ul></ul><ul><ul><ul><li>North Buffalo Rocket , West Side Times , Riverside Times (40,000 copies) </li></ul></ul></ul><ul><ul><ul><li>Bee newspapers (38,000 copies, 108,000 readers) </li></ul></ul></ul><ul><ul><li>Others: NextStep magazine, Transfer Guide ; Peterson’s Guide; </li></ul></ul><ul><ul><li>music educators publications </li></ul></ul>
    5. 5. Video production <ul><li>High visibility project; three 2-minute videos for high-demand programs (education, forensic chemistry, interior design); focus on the academic strength and competitive advantages; these will be delivered via the Web; also cut down to 30-second television spot (image, visibility), drive people to the Web </li></ul><ul><li>L&P Media, Troy, NY: On-campus visit in September; outline of features developed with faculty members; scheduled shoot </li></ul><ul><li>Filmed more 50 people over 52 hours in 4 days, on campus and off (Campus West, Visual and Performing Arts, Niagara County Crime Lab) </li></ul><ul><li>Audio files completed by end of November, video editing in December </li></ul><ul><li>Will be able to track downloads, forwards </li></ul>
    6. 6. Viral marketing <ul><li>Viral marketing (e.g., see something interesting on a Web site, pass it along) Word-of-mouth marketing (tell a friend) </li></ul><ul><li>www.womma.org </li></ul><ul><li>Goal: Create a Flash segment to be delivered on the Web targeting 13- to 18-year olds, promoting the unique aspects of the college </li></ul><ul><li>Hired Andy Beedle (Franklin and Marshall, Kettering University projects) in June; visited campus in October </li></ul><ul><li>Concept and script in November; expect comps for review in December </li></ul><ul><li>Launch date to be determined </li></ul><ul><li>Will be able to track downloads, forwards </li></ul>
    7. 7. Web: Most important marketing tool <ul><li>Chronicle of Higher Education , chronicle.com </li></ul><ul><li>To Size Up Colleges, Students Now Shop Online (June 10, 2005) </li></ul><ul><li>National Association for College Admission Counseling, www.nacacnet.org </li></ul><ul><li>State of College Admission Report (2005) </li></ul><ul><li>Art & Science Group, StudentPOLL , www.artsci.com/studentonline.htm </li></ul><ul><li>The Use of Technologies in College Choice (January 29, 2003) </li></ul><ul><ul><li>No Digital Divide (April 17, 2003) </li></ul></ul><ul><li>Lipman Hearne, www.lipmanhearne.com/resources </li></ul><ul><li>Web Site Effectiveness Study (2002) </li></ul><ul><li>Harris Interactive, The Harris Poll ( Trends & Tudes), harrisinteractive.com/news/newsletters_k12.asp </li></ul><ul><li>How Do High School Students Select a College? (January 2005) </li></ul><ul><li>Generation M: Media in the Lives of 8- to 18-Year Olds (May 2005) </li></ul><ul><li>American Advertising Federation, Higher Education Marketing Newsletter , Communication Arts </li></ul>
    8. 8. Web: Most important marketing tool <ul><li>New features (last 6 months) </li></ul><ul><ul><li>Accepted students site and electronic bulletin board ( http://wwwu.buffalostate.edu/forum/index.php?act=idx ) </li></ul></ul><ul><ul><li>Google-Mini, new search engine </li></ul></ul><ul><ul><li>Student mail page ( http://webmail.buffalostate.edu/ ) </li></ul></ul><ul><ul><li>Student computing section ( http://www.buffalostate.edu/computing.xml ) </li></ul></ul><ul><ul><li>Student quick polls ( http://www.buffalostate.edu/students.xml ) </li></ul></ul><ul><ul><li>Podcasting ( http://www.buffalostate.edu/podcasts.xml?podcatid=15 ) </li></ul></ul><ul><ul><li>Blogs ( http://blog.buffalostate.edu/theater/ ) </li></ul></ul>
    9. 10. Web metrics <ul><li>http://www2.buffalostate.edu:9999/ </li></ul><ul><ul><li>Login: guest; password: guest </li></ul></ul><ul><li>2004-2005: average 356,348 “sessions” per month; daily average 11,715 visitor sessions </li></ul><ul><ul><li>A ‘session' is defined as a series of clicks on your site by an individual visitor during a specific period of time. A session is initiated when the visitor arrives at your site, and it ends when the browser is closed or there is a period of inactivity. </li></ul></ul><ul><li>September 490,707; October 588,784; November daily visitor sessions average 21,089 </li></ul>
    10. 11. Web metrics <ul><li>October 2004 </li></ul><ul><ul><li>365,315 total visitor sessions </li></ul></ul><ul><ul><li>226,832 visitors NOT from Buffalo State IP </li></ul></ul><ul><li>October 2005 </li></ul><ul><ul><li>588,784 total visitor sessions </li></ul></ul><ul><ul><li>354,356 (60%) visitors NOT from Buffalo State IP address </li></ul></ul><ul><ul><ul><li>Examples of specific data available: </li></ul></ul></ul><ul><ul><ul><ul><li>From ECC: 324, from UCLA: 324; from Buffalo General Hospital: 255; from U.S. military: 744 </li></ul></ul></ul></ul>
    11. 12. Web metrics
    12. 13. Web metrics Ability to track response to postcard mailings
    13. 14. Web metrics: lots of data available
    14. 15. Web: Final word <ul><li>Constantly assessing and improving the Web experience </li></ul><ul><ul><li>Web usability studies </li></ul></ul><ul><ul><li>Online user survey ( http://www.buffalostate.edu/spotlights.xml#163 ) </li></ul></ul><ul><ul><li>Continual client (faculty, chairs, students) feedback </li></ul></ul><ul><li>SUNY, regional, national recognition </li></ul><ul><ul><li>2005 University & College Designers Association Award of Excellence </li></ul></ul><ul><ul><li>2005 CASE District II Bronze; 2004 CASE District II Silver </li></ul></ul><ul><ul><li>Recognition on national sites: 11/14/05: Slate has listed Buffalo State in its “ Podcast Roundup ” along with schools like Harvard and Stanford . Find out more about publishing your own podcast or downloading Buffalo State podcasts—like WBNY's All-Talk Monday shows or campus poetry readings—through Apple's iTunes Music Store today! </li></ul></ul><ul><ul><li>Dartmouth used our CMS plan as a model </li></ul></ul>
    15. 16. Spring 2006 <ul><li>Advertising (print, tv, outdoors): March </li></ul><ul><ul><li>Viral marketing launch </li></ul></ul><ul><ul><li>Videos available on the Web site; promotion </li></ul></ul><ul><li>Yield campaigns </li></ul><ul><ul><li>Mug mailing </li></ul></ul><ul><ul><li>Postcards to accepted communication, forensic chemistry, criminal justice, and education majors </li></ul></ul><ul><li>Outreach and visibility in high schools </li></ul><ul><ul><li>Pennants(!) </li></ul></ul><ul><li>Graduate School </li></ul>
    16. 17. Advertising <ul><li>Print (8 weeks, mid-February through mid-April) </li></ul><ul><ul><li>Same style ads </li></ul></ul><ul><ul><li>Same media outlets as fall plus </li></ul></ul><ul><ul><ul><li>Criterion </li></ul></ul></ul><ul><ul><ul><li>Long Island ( Newsday [5], Long Island Press ) </li></ul></ul></ul><ul><ul><ul><li>Community college papers or local papers in selected regions </li></ul></ul></ul><ul><ul><ul><li>Buffalo News [5], NACAC college fair guide </li></ul></ul></ul>
    17. 18. Advertising <ul><li>Television (mid-March) </li></ul><ul><ul><li>30-second spot ads for 2-week period </li></ul></ul><ul><ul><ul><li>Buffalo Niagara region </li></ul></ul></ul><ul><ul><ul><li>Rochester region </li></ul></ul></ul>
    18. 19. Advertising <ul><li>Outdoors (March) </li></ul><ul><ul><li>Third medium for reach and frequency (high visibility) </li></ul></ul><ul><ul><li>5 large boards on major highways in WNY </li></ul></ul><ul><ul><ul><li>290 E, 33 E, 33 W, 190 N (by NCCC), Milestrip Road (by ECC South) </li></ul></ul></ul>
    19. 20. Yield direct mail campaigns <ul><li>Communication, criminal justice, forensic chemistry (continued from last year) </li></ul><ul><li>Education </li></ul><ul><li>General mailing to accepted students </li></ul><ul><ul><li>Reduce premiums in package; possibly tie to yield events </li></ul></ul>
    20. 21. Outreach and visibility in high schools <ul><li>Orange felt Buffalo State pennants for guidance counselors </li></ul><ul><li>Possibility: Series of posters (working with 2 concepts) </li></ul><ul><ul><li>May also be used in community colleges </li></ul></ul>
    21. 22. Graduate School <ul><li>Spring 2006 </li></ul><ul><li>Open house or information sessions </li></ul><ul><ul><li>Print, radio, direct mail? </li></ul></ul><ul><li>Fall 2006 </li></ul><ul><li>Comprehensive information brochure </li></ul><ul><ul><li>Replacement for fact sheets, fall 2006 </li></ul></ul><ul><li>Program-specific marketing (e.g., SPA, Creative Studies, Museum Studies) </li></ul><ul><ul><li>Purchase lists, direct mail, advertising </li></ul></ul>
    22. 23. Planning for 2006-2007 <ul><li>Considering the cost and effectiveness of replacing undergraduate fact sheets with a series of more substantial brochures that could double as direct-mail pieces (working on prototype) </li></ul><ul><li>New Admissions and Graduate School Web sites </li></ul><ul><li>Continue to raise awareness and build image in Buffalo Niagara, Rochester, Central NY, and Long Island through advertising </li></ul><ul><li>2007-2009 Undergraduate viewbook and collateral materials: update and reprint, make some design and copy changes, or completely redesign? </li></ul><ul><li>Intellectual Foundations requirements: need all new materials </li></ul><ul><li>E-mail search campaigns </li></ul>
    23. 24. Planning for 2006-2007 <ul><li>Need to make decisions, begin creative process, production and placement decisions six- to 12-months in advance of implementation </li></ul><ul><ul><li>150+ other publications and projects on CR list, need to prioritize </li></ul></ul><ul><li>How can you help? </li></ul><ul><ul><li>Keep College Relations informed: </li></ul></ul><ul><ul><ul><li>Events, research projects, awards, interesting student and alumni stories </li></ul></ul></ul><ul><ul><ul><li>Anything that speaks to the academic excellence of our faculty, students, and programs: Need to demonstrate academic excellence, not just say, “we’re good” </li></ul></ul></ul><ul><ul><ul><li>Proud Points on the home page, articles for Insider , 1300 Elmwood , items for undergrad admissions materials </li></ul></ul></ul><ul><ul><li>Keep Web sites up to date (we’ll help!) </li></ul></ul><ul><ul><li>Let us know how we can help you, but we need lots of advance planning and production time! </li></ul></ul>