TodayMake compelling information available, get found online, and develop engaged constituents Source: Kristin Bradley
1. Define strategy2. Identify constituent types and problems3. Convey positioning4. Through story5. Deliver consistently6. Drive opportunities to engage7. And, to convert Measure & improve
Constituent Types & Unique Problems Unique problems by type Biology by bee type 1.L"At vero eos et accusamus et iusto odio dignissimos 2.excepturi sint occaecati cupiditate non provident 3.facilis est et expedita distinctio. Nam libero tempore 4.cum soluta nobis est eligendi optio cumque nihil impedit 5.quo minus id quod maxime placeat facere possimus, 6.omnis voluptas assumenda est, omnis dolor repellendus. 7.Temporibus autem quibusdam et aut officiis debitis aut 8.rerum necessitatibus saepe eveniet ut et voluptates(Source: muirgilsdream, via apiphile)
Marketing Model Step Key Question Addressed What are the key issues that our promotional communications must1. Strategy solve? How do we categorize our existing and prospective constituents?2. Customer Types What problems can our school help each customer type solve? What is the unique emotional, or logical, space we wish to occupy in3. Positioning the minds of constituents? What compelling messages and what story (i.e., the order of4. Message Development messages) can we deploy to support the positioning, and motivate constituents to act? What content, tools, and navigational elements can best deliver our5. Website Plan & Dev. compelling story? What elements of the story are best suited for placement in our6. Placement communications channels? What data inform us of what works and what doesn’t work in our7. Analysis marketing program? Based on data, how can we modify our content and placement8. Optimization settings to achieve optimal return on marketing investment?
“People don’t buy what you do; people buy why you do it.” Why How What TEDX: Simon Sinek: How great leaders inspire action
Following Reach, Depth & Relationship (RaDaRs) channels“Depth channels tell your products story. Yourwebsite, your stores and your salespeople serve acommon purpose: To give your customers andprospects the detail theyre seeking when theyexplore your product and to guide them to apurchase.Relationship channels serve your existingcustomers. Most of the people who sign up for yourmailing lists or follow you in social media aresatisfied customers. These channels arent aboutattracting new audiences or directly driving sales;theyre about staying in touch with your biggestfans.Reach channels get you into the consideration set.Word of mouth and unbranded searches are thetwo channels your customers use most to discoverproducts, followed by traditional channels like TVads and in-store displays. Your purpose for usingthese tools is to encourage customers to exploreyour offering in greater depth.” Nate Elliott, Forrester Research The Funnel We Need: Follow Customers as They Actually Behave, January 23, 2013 http://adage.com/article/cmo-strategy/follow-a-customer-s-journey-behaves/239296/
Schools’ Web Marketing Ecosystem Measure / ROI Plan Optimization Content Creation (In Context, Useful, Sharable)Lead Tracking One Staff Member Per Week One Student Per Week All Calendar EventsLead Capture All Announcements Off-line Marketing Publish Market Monitoring Social Listening Content Hub:SIS Integration CMS To Website Content Out Traffic In E-mail Campaigns Web Marketing Traffi Social Networks c Social Participation Search Engines / SERPs News, Portals, Partners, Apps
Schools’ Web Marketing Ecosystem• Expose the narrative, with ‘calls to action’ at every step• Receive traffic (and metrics)• Objectives: 1. Deepen engagement 2. Constituent retention 3. Constituent generation
Oh, the fear!• Google “private school wayne, pa” – SERP #1 = www.boardingschoolreview.com – Display Ad for Constant Contact: $240 MM company• Google “boarding school Pennsylvania” – SERP #1 = www.boardingschoolreview.com – Display Ad for Constant Contact: $240 MM company• See how boardingschoolreview.com pays the bills? – Some competition for mindshare of your constituents – A tech-savvy national player – But, their budgets are not endless
We deepen engagement by learning• What types of constituents…• …best respond to what types of information• …through what channels
Inbound Marketing• Inbound marketing is based on the concept of earning the attention of prospects, making yourself easy to be found and drawing customers to your website by producing content customers value.• Blogs, podcasts, video, eBooks, e-newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing are considered inbound marketing. http://en.wikipedia.org/wiki/Inbound_marketing
Marketing from the hypothesis mode to the data driven mode.
“The Secret Sauce”Most social touchpoints your audience will have withyour product or brand or whatever is not the bells andwhistles campaigns you put together at great expense,but rather the day-to-day social management of all yourchannels.That’s how they meet you, and that’s where they cometo thank you, and it’s where they are going to voice theirdiscontent. So be there for them, take care of them, andgive them what they came to you for in the first place. Andy White; M80 & Senior Social Media Manager for Audi http://outspokenmedia.com/social-media/audi-super-bowl-2013-blackout-tweet-interview-andy-white/ (By the way, M80 http://www.m80.com "Cultivating consumer relationships through conversation and content.")