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Uversity Director of Marketing Rebrand and Growth Summary

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A summary of my work at Uversity where I led a company-wide rebrand, lead generation, conferences, and web properties which generated 1/3 of company revenues.

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Uversity Director of Marketing Rebrand and Growth Summary

  1. 1. Hi my name is Brandon Wednesday, May 20, 15
  2. 2. In 2011 I joined Uversity to start their marketing team. Uversity helps connect college communities with custom applications built on the Facebook, iPhone, and Android platforms. We worked with over 150 US colleges and universities to reach over 3 million students with clients such as ASU, UCLA, UC Berkley and Gonzaga. Wednesday, May 20, 15
  3. 3. • marketing website • brand and creative • content strategy • lead generation • marketing automation • email marketing • conferences • webinars • community engagement My responsibilities included: Wednesday, May 20, 15
  4. 4. In 2013 we rebranded from to Wednesday, May 20, 15
  5. 5. to Wednesday, May 20, 15
  6. 6. Key Results Increased qualified leads 400% in year 1 (from 20 to 80 a month) Set record for 1 day sales close at a conference 50% of ops were marketing sourced in Q1 13 ($740,000) Generated 2,850 whitepaper downloads in 2012 Drove 1,500 Webinar signups in 2013 (up 400% year over year) Wednesday, May 20, 15
  7. 7. Content strategy for lead generation • Annual Social Admissions Report • Monthly webinars • 8 White papers • 8 Case studies • Blog Posts and Op-eds 1. Understand and explain student social media trends 2. Share admissions marketing best practices 3. Cover larger higher ed trends as they impact the industry Wednesday, May 20, 15
  8. 8. Annual Social Admissions Report Wednesday, May 20, 15
  9. 9. Infographic summary multiple times a day once a day once a week once a month every once in a while Like64% Wednesday, May 20, 15
  10. 10. Mashable and Inside Higher Ed Story Picked up by major industry outlets Wednesday, May 20, 15
  11. 11. Generated 2,850 whitepaper downloads in 2012 Wednesday, May 20, 15
  12. 12. Voted 2012 Hootsuite Presenter of the Year SXSWedu 2012 - Social Media in Higher Ed STAMATS Marketing Conference 2011/2012 2012 Ed Social Media Summit 2012 National Conference on Student Recruitment, Marketing and Retention 2012 AMA Higher Ed Symposium 2011-2012 High Ed Web Conference “Fantas'c  session  -­‐  I  was  very  impressed  with  Brandon's  knowledge   and  exper'se.  Thanks  so  much  and  eager  to  learn  more!” “As  good  a  presenta'on  as  I  have  seen  on   a  topic  that  is  rapidly  evolving.    Captured   the  current  state  of  affairs  with  social   media  at  an  appropriately  high  level.” Conference Speaking Brandon  speaking  at  the  Annual    Ed  Social  Media   Summit  in  Boston Wednesday, May 20, 15
  13. 13. Presentation Feedback Hi Brandon “As  good  a  presenta'on  as  I  have  seen  on  a  topic  that  is   rapidly  evolving.    Captured  the  current  state  of  affairs   with  social  media  at  an  appropriately  high  level.”* Wednesday, May 20, 15
  14. 14. Led brand identity development, banners, print and conference swag Conference booth at NACAC 2013 Wednesday, May 20, 15
  15. 15. Conference contests and giveaways Wednesday, May 20, 15
  16. 16. Grew list from 544 to 2,656 subscribers in 2012 Averaged 30-40% open rates and 8% clickthrough rate Newsletter Engagement Wednesday, May 20, 15
  17. 17. Feedback from newsletters Wednesday, May 20, 15
  18. 18. Thought Leader Relationships Wednesday, May 20, 15
  19. 19. Key results from the CRM Wednesday, May 20, 15
  20. 20. Consistently hit quarterly qualified lead targets Q4 2012 Dashboard Snapshot Tracked opportunities back to lead source Seasonal industry Wednesday, May 20, 15
  21. 21. Q1 2013 Dashboard Snapshot Webinar events best lead driver with highest ROI Tracking conversions with inbound qual. team Wednesday, May 20, 15
  22. 22. Over 50% of Q1 13 business came from marketing Wednesday, May 20, 15
  23. 23. Fun Facts Brazilian Jiujitsu blue belt Trained in SPIN and SMART selling Myers Briggs Personality Type Certified Startup and Fortune 500 marketing experience brandon.m.croke@gmail.com Wednesday, May 20, 15

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