GOAL-DRIVEN WEB STRATEGY
 Implementing Technology with an Eye on ROI
Return on Investment:

       the magic number that
       will make you look like
       a golden god




Photo Credit: h...
What office do you work for on campus? 

Do you consider yourself a “marketer”?

What is the difference between 


MARKETING and COMMUNICATIONS          ?
“
 Communications makes
                          ”
marketing tactics tangible
Cartoon
THE DIRTY LITTLE
  SECRET OF
WEB MARKETING
MARKETING FRAMEWORK
1.  SET STRATEGY: What are your higher level goals?
    What does success look like?

2.  PLAN TACTICS...
SET STRATEGY
o  What does success look like?



o  Marketing goals should relate 
 
 
back to the business goals 
 
 
of t...
What are “marketing goals” that can
relate back to “business goals”?

PLAN TACTICS

o  What medium is the best way to       
   
   
articulate your message? 

o  What is the strategy for the ...
TIME IS MONEY

                                                         Planning not only includes
                       ...
STEP ONE: 
                                                         Employee’s Salary
                                    ...
EXECUTE YOUR COMMUNICATIONS
ASSESS YOUR RESULTS
o  What was achieved as a direct result of the
 
communication?


o  Did that conversion result in a r...
EXAMPLE: EMAIL MARKETING
          Set up tracking for an email that is
          sent out to prospects, encouraging
     ...
SET UP TRACKING 

Two Key Tools: 

 o  Goals

 o  URL Builder
STEP ONE: SET UP
A GOAL / FUNNEL
STEP TWO: BUILD A CAMPAIGN URL
http://www.google.com/support/googleanalytics/bin/answer.py?hl=enanswer=55578
STEP THREE: PUT THE TWO TOGETHER
STEP THREE: PUT THE TWO TOGETHER
         Goal Conversion
EXAMPLE: EMAIL MARKETING
              Figure out ROI on an email
              campaign that sent out 3,000
             ...
ROI CALCULATOR 
   http://www.marketingtoday.com/tools/roi_calculator.htm
DOLLARIZE EVERYTHING

             Assigning a monetary
             value to your results
             gives you a common...
ASSIGNING VALUE
Average Tuition Paid: $20,000/year


Conversion rate from application to enroll: 20%


20% of $20,000 is $...
VALUES FOR THE CALCULATOR 

o  Number of Pieces: 3,000
o Total Program Costs:           
     
       
 
($0.015 X 3,000) ...
ROI Results
SHARE YOUR SUCCESS


 o  Make it tangible

 o  Give it context

 o  Offer recommendations
BREAKING
 DOWN
 TACTICS
EMAIL MARKETING: WHAT IT’S GOOD FOR

                   ⇒  Increase online 
                     
applications
           ...
FACEBOOK ADS
FACEBOOK ADS: WHAT ARE THEY GOOD FOR?
FACEBOOK ADS: WHAT ARE THEY GOOD FOR?
FACEBOOK ADS: WHAT ARE THEY GOOD FOR?
FACEBOOK ADS: HOW YOU MEASURE ROI

 ⇒  Use a Google Analytics campaign URL

 ⇒  Set up a goal or create a unique landing p...
FACEBOOK ADS: HOW YOU MEASURE ROI

 ⇒  Number of pieces: The total number of impressions
 ⇒  Program costs: The total amou...
FACEBOOK ADS: HOW YOU MEASURE ROI
BLOGS
Do Something Different




http://norwich.typepad.com/fall2007
SET STRATEGY: 
   –    Keep enrolling students engaged throughout the summer, and convey important
        information the...
SET STRATEGY: 
   –    Keep enrolling students engaged throughout the summer, and convey important
        information the...
Updated Daily

Information the audience
wanted

It featured “people like
them”
BLOGS: WHAT ARE THEY GOOD FOR?
             ⇒  Provide authentic stories of
                
the student experience

     ...
BLOGS: HOW CAN YOU MEASURE ROI?

 ⇒  Conversion, if you have a call to action

 ⇒  Readers: Cost of advertising in a simil...
SOCIAL NETWORKS
Saying “We should have
a Facebook page” is not
 a marketing strategy!!!!!
The Goal: Increase quality of incoming students

       o  70% of the members who deposited were from the
        
highest...
SOCIAL NETWORKS: WHAT ARE THEY GOOD FOR?

⇒  Allowing your audience to
  
become a friend/fan/follower of
  
your institut...
SOCIAL NETWORKS: HOW YOU MEASURE ROI
⇒  Easy dissemination of information: What would it        
  
cost you in other medi...
BOTTOM LINE ON MEASUREMENT

           Are you brining in more
           value to the institution
           than it is c...
KEY TAKEAWAYS
           ⇒  Start with bottom-line
             
related goals, not with 
             
the technology
   ...
Karlyn Morissette                            www.dojo-web.com
www.karlynmorissette.com                www.fire-engine-red.c...
Goal Driven Web Strategy   Extended
Goal Driven Web Strategy   Extended
Goal Driven Web Strategy   Extended
Goal Driven Web Strategy   Extended
Goal Driven Web Strategy   Extended
Goal Driven Web Strategy   Extended
Goal Driven Web Strategy   Extended
Goal Driven Web Strategy   Extended
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Goal Driven Web Strategy Extended

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The extended version of my presentation about measuring ROI for online marketing efforts, originally presented at the American Marketing Association's Symposium on the Marketing of Higher Education, November 2009

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  • This was a great presentation at the Boston AMA conference for Higher Ed. We've already been able to start implementing the goals in Google Analytics recommended, and hope to have results that will make a difference in our web strategy very soon.
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Goal Driven Web Strategy Extended

  1. 1. GOAL-DRIVEN WEB STRATEGY Implementing Technology with an Eye on ROI
  2. 2. Return on Investment: the magic number that will make you look like a golden god Photo Credit: http://www.flickr.com/photos/andyfitz
  3. 3. What office do you work for on campus? 

  4. 4. Do you consider yourself a “marketer”?

  5. 5. What is the difference between 
 MARKETING and COMMUNICATIONS ?
  6. 6. “ Communications makes ” marketing tactics tangible
  7. 7. Cartoon
  8. 8. THE DIRTY LITTLE SECRET OF WEB MARKETING
  9. 9. MARKETING FRAMEWORK 1.  SET STRATEGY: What are your higher level goals? What does success look like? 2.  PLAN TACTICS: What types of communications will we use to achieve our goals and how will we measure results? 3.  EXECUTE COMMUNICATION: Communicate with your audience using planned tactics. 4.  ASSESS RESULTS: Did we achieve our goals? What can we do better next time?
  10. 10. SET STRATEGY o  What does success look like? o  Marketing goals should relate back to the business goals of the institution
  11. 11. What are “marketing goals” that can relate back to “business goals”?

  12. 12. PLAN TACTICS o  What medium is the best way to articulate your message? o  What is the strategy for the communication? o  How are you going to measure it?
  13. 13. TIME IS MONEY Planning not only includes strategy, but also infrastructure. Will an in-house solution or an outsourced one be more cost effective? Photo Credit: http://www.flickr.com/photos/8011986@N02
  14. 14. STEP ONE: Employee’s Salary + 1/3 Salary (benefits) ================== Total Salary STEP TWO: Total Salary / 2080 =============== Hourly Wage STEP THREE: Hourly Wage X Number of Staff Hours ================== Photo Credit: http://www.flickr.com/photos/8011986@N02 Internal Cost
  15. 15. EXECUTE YOUR COMMUNICATIONS
  16. 16. ASSESS YOUR RESULTS o  What was achieved as a direct result of the communication? o  Did that conversion result in a return? o  What can I do better next time?
  17. 17. EXAMPLE: EMAIL MARKETING Set up tracking for an email that is sent out to prospects, encouraging them to fill out an online application for admissions.
  18. 18. SET UP TRACKING Two Key Tools: o  Goals o  URL Builder
  19. 19. STEP ONE: SET UP A GOAL / FUNNEL
  20. 20. STEP TWO: BUILD A CAMPAIGN URL http://www.google.com/support/googleanalytics/bin/answer.py?hl=enanswer=55578
  21. 21. STEP THREE: PUT THE TWO TOGETHER
  22. 22. STEP THREE: PUT THE TWO TOGETHER Goal Conversion
  23. 23. EXAMPLE: EMAIL MARKETING Figure out ROI on an email campaign that sent out 3,000 emails, had 358 click throughs, resulting in 130 applications. The email took 2 hours to complete, at the cost of $40/hr staff time and $0.015/per email.
  24. 24. ROI CALCULATOR http://www.marketingtoday.com/tools/roi_calculator.htm
  25. 25. DOLLARIZE EVERYTHING Assigning a monetary value to your results gives you a common denominator to compare costs to outcomes
  26. 26. ASSIGNING VALUE Average Tuition Paid: $20,000/year Conversion rate from application to enroll: 20% 20% of $20,000 is $4,000 $4,000 IS OUR “AVERAGE PROFIT PER SALE”
  27. 27. VALUES FOR THE CALCULATOR o  Number of Pieces: 3,000 o Total Program Costs: ($0.015 X 3,000) + ($40 X 2) = $125 o  Response Rate: 358 clicks/3,000 = 11.93% o  Conversion Rate: 130 apps/358 = 36.31% o  Average Profit Per Sale: $4,000
  28. 28. ROI Results
  29. 29. SHARE YOUR SUCCESS
 o  Make it tangible o  Give it context o  Offer recommendations
  30. 30. BREAKING DOWN TACTICS
  31. 31. EMAIL MARKETING: WHAT IT’S GOOD FOR ⇒  Increase online applications ⇒  Register online for an event ⇒  Bring in online gifts ⇒  Start a conversation
  32. 32. FACEBOOK ADS
  33. 33. FACEBOOK ADS: WHAT ARE THEY GOOD FOR?
  34. 34. FACEBOOK ADS: WHAT ARE THEY GOOD FOR?
  35. 35. FACEBOOK ADS: WHAT ARE THEY GOOD FOR?
  36. 36. FACEBOOK ADS: HOW YOU MEASURE ROI ⇒  Use a Google Analytics campaign URL ⇒  Set up a goal or create a unique landing page to track conversion. ⇒  Assign a value and use the ROI calculator.
  37. 37. FACEBOOK ADS: HOW YOU MEASURE ROI ⇒  Number of pieces: The total number of impressions ⇒  Program costs: The total amount paid for the ads, plus staff time. ⇒  Response rate: The percent of people who clicked on the ad ⇒  Conversion rate: The percent of people fulfilled the call-to- action ⇒  Average profit per sale: The value you assign to them fulfilling the action
  38. 38. FACEBOOK ADS: HOW YOU MEASURE ROI
  39. 39. BLOGS
  40. 40. Do Something Different http://norwich.typepad.com/fall2007
  41. 41. SET STRATEGY: –  Keep enrolling students engaged throughout the summer, and convey important information them; reduce summer sugar-off. PLAN TACTICS: –  Blog format selected –  Coordination with admissions counselors for questions, videos and new student profiles –  Coordination with Interactive Recruitment Manger and Assistant for updating, copy editing and video editing. –  Marketing plan created –  Measurement Plan created: Number of hits relative to target audience, phone call reduction. EXECUTE COMMUNICATION: –  The blog launched at the beginning of June 2007 and ran through the end of August 2007, with updates running every day as planned. It was marketed on the home page, the admissions main page, and in email communications. ASSESS RESULTS: –  20,000 hits over three months, against a target audience of 650. –  Anecdotal evidence from counseling staff
  42. 42. SET STRATEGY: –  Keep enrolling students engaged throughout the summer, and convey important information them; reduce summer sugar-off. PLAN TACTICS: –  Blog format selected –  Coordination with admissions counselors for questions, videos and new student profiles –  Coordination with Interactive Recruitment Manger and Assistant for updating, copy editing and video editing. –  Marketing plan created –  Measurement Plan created: Number of hits relative to target audience, phone call reduction. EXECUTE COMMUNICATION: –  The blog launched at the beginning of June 2007 and ran through the end of August 2007, with updates running every day as planned. It was marketed on the home page, the admissions main page, and in email communications. ASSESS RESULTS: –  20,000 hits over three months, against a target audience of 650. –  Anecdotal evidence from counseling staff
  43. 43. Updated Daily Information the audience wanted It featured “people like them”
  44. 44. BLOGS: WHAT ARE THEY GOOD FOR? ⇒  Provide authentic stories of the student experience ⇒  An opportunity for interaction with current students ⇒  Make institutional announcements and calls-to-action ⇒  Gain insight into the minds of your audience
  45. 45. BLOGS: HOW CAN YOU MEASURE ROI? ⇒  Conversion, if you have a call to action ⇒  Readers: Cost of advertising in a similar content channel ⇒  Comments: Cost of a focus group, if it provides insight ⇒  Anecdotal: Take it on a case-by-case basis
  46. 46. SOCIAL NETWORKS
  47. 47. Saying “We should have a Facebook page” is not a marketing strategy!!!!!
  48. 48. The Goal: Increase quality of incoming students o  70% of the members who deposited were from the highest admissions selectivity group o  Highest selectivity group jumped from 30% the previous year to 37% http://doteduguru.com/id2947-cafe-new-paltz-a-yielding-success.html
  49. 49. SOCIAL NETWORKS: WHAT ARE THEY GOOD FOR? ⇒  Allowing your audience to become a friend/fan/follower of your institution (and then converting the to meaningful actions!) ⇒  Engaging incoming students over the summer to prevent “sugar off ” ⇒  Giving alumni volunteers a way to interact with each other and share tips
  50. 50. SOCIAL NETWORKS: HOW YOU MEASURE ROI ⇒  Easy dissemination of information: What would it cost you in other mediums? What was your conversion rate with calls-to-action? ⇒  Ease sugar off: Did the percentage of summer sugar off go down? How much value does that translate into? ⇒  Support alumni volunteers: Where your volunteers more successful as a result? What value does that translate into?
  51. 51. BOTTOM LINE ON MEASUREMENT Are you brining in more value to the institution than it is costing to implement your strategies?
  52. 52. KEY TAKEAWAYS ⇒  Start with bottom-line related goals, not with the technology ⇒  Measure everything ⇒  Dollarize your results to calculate ROI ⇒  Always ask what you can do better next time
  53. 53. Karlyn Morissette www.dojo-web.com www.karlynmorissette.com www.fire-engine-red.com www.doteduguru.com www.twitter.com/KarlynM karlynmorissette@gmail.com www.linkedin.com/in/karlynmorissette

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