In this interactive session, let’s talk about how to be strategic and organized in testing, measuring, and improving our multi-channel comm flows. This session will be a mixture of examples, strategies for analysis and improvement (plus tools to help), and collaborative work to get our creativity going!

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Communications Track
Communicating at Our
Highest Level

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“Best Practices”
They’re a myth
 There is no one-size-fits-all
 Don’t copy ideas, learn processes
 Avoid “Shiny Objects”
 At best – A starting point for
change
 At worst – Distract from new ideas
 Test, learn, adapt
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You can find ideas that might adapt
Be true to your brand
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Build Your
Framework

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YourAudience Needs
You To Be…
Strategic
User-Centric
Personalized
Authentic
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Strategic
Have clear and measurable goals
Don’t make users guess
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Set goals based upon internal or industry
benchmarks
Benchmark: 3.5% internal, 2.4% industry
Goal: 5%
Inquiries Conversion: 4.8%
Application Conversion: 2.6%
Overall CTR: 7.4%

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Strategic
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User-Centric
Content should be about their needs
Answer questions, educate, solve problems
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10. What your audience wants
outranks
what you want to say

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User-Centric
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User-Centric
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Personalized
Use what you know
More than merging names
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Personalized
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Personalized
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1. Who are they?
2. What is their priority?
3. What is a barrier for them?
Survey your audience
(online or off)
For Example:
1. Are you a current
student, faculty, or
staff?
2. What areas of the app
do you use most often?
3. What’s something you
can’t do in the app
that you want to?
Creating Personas

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Authentic
Reduces “calling out”
Stay true to brand and community
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Authentic
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Authentic
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20. Create
Test
Analyze
Optimize
(Repeat)

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Content
Creation
Avoid assumptions
Try new things
Answer questions and
provide value
Customize to the medium
and audience/persona
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Test
If it’s not measurable, it’s not manageable
Google Optimize
HotJar
Rival IQ
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Add a footer

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Focus on defined goals
Native analytics
Google Analytics
Google Data Studio
BI Software
Analyze

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AnalyzeAnalysis is never easy
What were the goals and KPIs?
Two similar Facebook
posts, each could be
called the “winner”
Post #1
- Higher reach
- More social actions
Post #2
- More photo views
- More clicks
- Higher engagement
rate (~4x)

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Analysis
Consider multiple metrics
Users, Sessions, Bounces, Events, Conversions, etc.

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Source Attribution
Universal tracking language
Source – The referral, you define (site, ad
type, etc)
Medium – Marketing type (cpc, email,
referral, social)
Campaign – Your campaign name
Content – Variant name, for your
reference
UTM Codes Query Strings
Simple tracking within analytics
Append “?” and an identifier to a URL
Useful for differentiating in
optimization tests or when multiple
links on a page point to one target
https://www.case.org/?utm_source=facebook&utm_medium=cpc&utm_campaign=CASE&utm_content=UTM
https://www.case.org?QueryTest

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Optimize

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Let’s get creative!
Team up and try this
framework to build a
campaign
How is it
 Strategic?
 User-Centric?
 Personalized?
 Authentic?
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ThankYou
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Will Patch
wdpatch@manchester.edu
@will_patch

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for session evaluations.