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  1. 1. E-Marketing Update Tara Myers E-Marketing Director x. 5656 tmyers@wpi.edu
  2. 2. Agenda E-Marketing Role E-Marketing Initiatives Marketing & WDO Collaboration Policies 2003 Web Priorities Q&A 2 Worcester Polytechnic Institute
  3. 3. Why E-Marketing? WPI had not concentrated marketing efforts online, yet realized its increasing importance. Web is pre-eminent information source – Web site is often the front door for prospective students. (69% of students find colleges online.) – Other Web sites and search engines build awareness for WPI – Targeted email is cost-effective and can build relationships and promote WPI programs. Need to ensure that online communication is just as strategic as other communications – and is integrated with other marketing efforts. 3 Worcester Polytechnic Institute
  4. 4. E-Marketing Director Role Marketing across all online channels, including: – WPI Web site – E-mail Newsletters and Promotions – Other Web sites (advertising) – Search Engines 4 Worcester Polytechnic Institute
  5. 5. E-Marketing Director Role Institutional Internet marketing strategy – Determine strategy and content for home page, top-level pages • Analyze traffic to Web site • Conduct research about user behavior • Explore primary research with target audiences – Search engine optimization – Explore awareness campaigns 5 Worcester Polytechnic Institute
  6. 6. E-Marketing Director Role Internal consultant for individual Web Site, E- Mail Marketing and Online Media Purchases – Strategy – Architecture – Content/features (e.g. brainstorming, editing) – Metrics analysis Maximize communication with key audiences online – Tie-in communications with institutional campaign 6 Worcester Polytechnic Institute
  7. 7. E-Marketing Director Role Project manager for online initiatives for Category I sites (e.g. Admissions, Continuing Education) – Track projects and coordinate deliverables between University Marketing, Web Development Office and campus clients. – Lead weekly Web Committee meetings – Develop processes 7 Worcester Polytechnic Institute
  8. 8. Focus Areas Home page content 1. Opportunities to increase awareness 2. E-mail marketing 3. Web site development process 4. 8 Worcester Polytechnic Institute
  9. 9. Home Page 9 Worcester Polytechnic Institute
  10. 10. Home Page 70K external visitors/month Where are they coming from? – Google, MSN, Yahoo Where are they going? (From most to least visited) – Academics – Admissions – Student Life & Athletics – Administration & Services – People Search – Locations & Visiting – About the University – The WPI Difference – Alumni & Friends – News & Events Which content will best meet our marketing objectives? 10 Worcester Polytechnic Institute
  11. 11. Home Page University in Focus – Features key to mission, shows diversity, links to deeper content – News Headers – Getting more traffic than old headers – Next step: new content About the University – New menu name – The WPI Difference 11 Worcester Polytechnic Institute
  12. 12. Online Institutional Marketing Newsletter sponsorships – U.S. News & World Report First Stop: College – Princeton Review.com Google keyword purchases (currently 2.8% CTR) More to come in 2003 12 Worcester Polytechnic Institute
  13. 13. Newsletter Sponsorship 13 Worcester Polytechnic Institute
  14. 14. Google AdWords 14 Worcester Polytechnic Institute
  15. 15. E-Mail Marketing Phase I: Ability to send HTML email – Create HTML template for email broadcasts – Create policies for mass e-mail Phase II: Enhanced functionality, measurement – Develop new email marketing strategies, testing, etc. Alumni Relations Newsletter in plain-text Consultation: text e-mail, outside vendors for HTML e-mail 15 Worcester Polytechnic Institute
  16. 16. The Bridge: Alumni E-Newsletter 16 Worcester Polytechnic Institute
  17. 17. Marketing/WDO Roles Marketing WDO Lead Category I Site Lead Category II Development Site Development Strategic Lead Web Policy consultation Development – Copy and Design Usability, technical – Architecture consultation – Metrics analysis Web design Link design to Maintain, update institutional identity sites 17 Worcester Polytechnic Institute
  18. 18. Web Development Process Categorization for Web site re-design – Category I sites 3-6 month lead time (e.g. Admissions, Alumni Relations) – Category II developed more independently by WDO Strategic documentation – Sets strategy, scope, measurement criteria, time line Measurement/Research – Metrics analysis – Industry data 18 Worcester Polytechnic Institute
  19. 19. Web Policies New Web Site Launched in April 2002 with new “look and feel” Web Policies established in August. Policy objectives: – Definition of visual elements that can be used on Web sites – Consistency across the entire WPI Web Site – Integration of online communications with other communications (i.e. advertising, brochures, etc.) – Maximize site usability for visitors View Web Policies at: http://www.wpi.edu/+webpolicies 19 Worcester Polytechnic Institute
  20. 20. Technological Humanist Award 20 Worcester Polytechnic Institute
  21. 21. ADLN 21 Worcester Polytechnic Institute
  22. 22. Bioengineering Institute 22 Worcester Polytechnic Institute
  23. 23. Athletics 23 Worcester Polytechnic Institute
  24. 24. 2003 Web Priorities led by Marketing Home Page and Top-Level Marketing Pages Research at the University Adult Learners – Corporate Education – Grad Admissions – Continuing Education Undergraduate Admissions – Admissions (July) – Financial Aid University Relations – Alumni Relations – Marketing – Giving to WPI – External & Government Relations – Corporate Relations Global Studies (IGSD) 24 Worcester Polytechnic Institute
  25. 25. 2003 Priorities led by WDO Academic Departments and Programs Physical Education & Athletics (ongoing) Student Affairs IT Division Registrar's Office/Projects Program Payroll Research Centers 25 Worcester Polytechnic Institute
  26. 26. Questions? 26 Worcester Polytechnic Institute

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