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Delivering your message a case study

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Greg Jarboe's presentation on September 19, 2019, at Telling Y/Our Story, Intraldo's second annual summit at Tribeca 360 in New York City. #IntradoSummit

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Delivering your message a case study

  1. 1. Delivering Your Message: A Case Study Greg Jarboe President and co-founder, SEO-PR Telling Y/Our Story September 19, 2019
  2. 2. Case study: Launch of Rutgers online Master’s program in Human Resource Management • In January 2019, the Rutgers School of Management and Labor Relations (SMLR) hired SEO-PR to help launch a new Online Professional Master’s in Human Resource Management (MHRM) program. • Our objective was to generate 30 applications by August 1, 2019. • The tuition for SMLR’s online professional MHRM program is $3,174 per 3-credit course and students need 36 credits to graduate, so each application represents up to $38,016 in tuition. • Full-time students can complete the MHRM program in as few as 18 months and part-time students can take as long as 5 years.
  3. 3. We used Google Surveys to expand our target audiences and identify their important factors • SMLR’s target audiences were Human Resource (HR) professionals, managers, and supervisors with 4 or more years of experience. • SEO-PR used Google Surveys to discover that professionals in personnel, staffing & recruiting, and talent acquisition should be targeted, too. • Our survey also identified the most important factors when respondents with 4 or more years of HR experience selected a university that offered an online Master’s degree in Human Resources Management: • “No GRE/GMAT required”, • “Top-ranked university”, • “Fully 100% online program”.
  4. 4. We emphasized these important factors in the subhead of our optimized multimedia release
  5. 5. We used Google’s Campaign URL Builder to add campaign parameters to URLs in release • We used Google’s free Campaign URL Builder tool to add campaign parameters to URLs in the release to track our Custom Campaign in Google Analytics. • This enabled us to quickly see the number of users, new users, sessions, bounce rate, pages/session, average session duration, conversion rate, conversions, and goal value generated by our optimized multimedia release from January 17 to August 1, 2019.
  6. 6. The campaign included an optimized landing page about the new online MHRM program
  7. 7. Release shared the day before the launch with Emily Bader of ROI-NJ and David Hutter of NJBIZ
  8. 8. A copy of the release without multimedia was posted in the news section of SMLR’s website
  9. 9. Google does a good job of choosing a version of duplicate content to show in search results • On February 20, 2019, Doug Lederman, the editor and co-founder of Inside Higher Ed, wrote a roundup story on new online academic programs, which mentioned SMLR’s program and included a high-quality, relevant link to the copy of the release posted in the news section of SMLR’s website. • Although the optimized multimedia release was distributed to 271 news sites, Google only shows the one without multimedia on SMLR’s website in its search engine results page (SERP), not the “duplicate content” on the 271 other sites.
  10. 10. Our campaign increased familiarity with and likelihood to recommend Rutgers University • In late June, SEO-PR used Google Surveys a second time to measure the impact of the integrated campaign. • The percentage of respondents who said they were “familiar with” Rutgers University had increased from 13.8% pre- launch to 18.5% post-launch. • In addition, the percentage of respondents who said they were “very likely” to recommend Rutgers University to a friend or colleague who was interested in getting an online Master’s degree in Human Resources Management had increased from 16.7% in early January to 19.0% in late June.
  11. 11. Our campaign generated 8,337 new users, 694 leads, and 38 applications worth $1.4 million • As of August 1, the launch campaign had driven 8,337 new users to SMLR’s landing page and generated 694 leads. • We evaluated the source/medium of the new users and leads in Google Analytics: • Optimized multimedia release generated 1% of the new users, but 8% of the leads. • Google organic search generated 3% of the new users, but 19% of the leads. • Google Ads generated 11% of the new users, but 18% of the leads. • LinkedIn ads generated 81% of the new users, but 37% of the leads. • More importantly, the launch campaign generated 38 applications, which represents up to $1,444,608 in tuition over the next 18 months to 5 years.
  12. 12. Our case study has been shortlisted for 2019 US Search Awards in two different categories • In the Best Use of PR in a Search Campaign category, our case study demonstrates that an optimized multimedia release, duplicate content in the news section of SMLR’s website, and an optimized landing page generated 4% of the traffic, but 27% of the leads. • And measuring PR using the same set of metrics and KPIs used for Digital Advertising – including pay-per-click (PPC) advertising – is a game changer. • It means that marketers no longer need to treat PR as a “faith-based initiative”. • And in the Best Integrated Campaign category, our case study demonstrates that PR, SEO, display advertising, and PPC advertising can increase brand awareness and generate leads at the same time. • So, the distinction between above-the-line (ATL) and below-the-line (BTL) marketing is obsolete; they’ve been replaced by through-the-line (TTL) marketing.

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