CSU Digital Marketing 2012
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The document discusses a digital marketing campaign for a Master's in Creative Writing program at CSU. It includes details about campaign objectives, target markets, strategy, budget, deliverables, metrics and evaluation. The campaign involves a creative writing competition to raise awareness and enrollments. It outlines paid advertising, events, and organic social media promotion. Metrics include website traffic, social reach, ad impressions and conversions from the competition. The presentation provides an overview of developing, launching and analyzing the success of an integrated digital marketing campaign.
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CSU Digital Marketing 2012
- 1. CSU Digital Marketing 2012 DIVISION OF MARKETING
- 2. What is CSU? DIVISION OF MARKETING
- 4. Division of Marketing Advertising Contact Centre International and TAFE Relations Events Market Development, including • Marketing Officers • Prospective Student Advisers • Research Marketing Communications (incl. dispatch) Media Online - Web Marketing DIVISION OF MARKETING
- 5. What are we doing in this session? DIVISION OF MARKETING
- 6. In the words of Dragnet (or Sesame Street) “Ladies and gentlemen: the story you are about to hear is true. Only the names have been changed to protect the innocent.” DIVISION OF MARKETING
- 7. Can we start now? DIVISION OF MARKETING
- 8. A campaign brief Course Master of Creative Writing Objectives • Awareness • Enrolments • Anticipation • Collateral • Leads Target markets • Primary: Journalists, editors, aspiring creative writers • Their social network Timeframe In market by late August, September, January Strategy A creative writing competition ** Activity Paid online advertising Press/radio Face-to-face events Social/web organic DIVISION OF MARKETING
- 9. A budget!!!!! Item Cost Creative concepts (internal) - Poster, bookmarks $1000 Printing and distribution - 250 of each $400 Online – Hosting ($2000) Landing page ($420), $3000 display banners ($500), EDM ($50) Advertising Press – regional footprint, 10 insertions $10,000 Radio – regional footprint, 30sec, 150 spots $5,000 Industry magazine package deal – Half page ad (x $5,000 3 issues) + online banner + link in EDM SEM – Google Adwords, Display network, Youtube $5,000 TOTAL $27,000 DIVISION OF MARKETING
- 10. A budget!!!!! Item Cost Creative concepts (internal) - Poster, bookmarks $1000 Printing and distribution - 250 of each $400 Online – Hosting ($2,000), Landing page ($420), $3000 display banners ($500), EDM ($50) Advertising Press – regional footprint, 10 insertions $10,000 Radio – regional footprint, 30sec, 150 spots $5,000 Industry magazine package deal – Half page ad (x $5,000 3 issues) + online banner + link in EDM SEM – Google Adwords, Display network, $5,000 Youtube DIVISION OF MARKETING
- 11. To make it more realistic, I need to include some unrealistic expectations: For this campaign, the school would really like to have: 1. A Facebook page (We can do, but why?) 2. Rank #1 for ‘creative writing’ (If you are willing to pay) 3. A blog where people can post their entries and vote (Do you really mean something else?) DIVISION OF MARKETING
- 12. So, where do you begin? DIVISION OF MARKETING
- 13. Ask questions Who is making all the decisions? What exactly do you need us to deliver? What happens after launch? Who will manage the competition DIVISION OF MARKETING
- 14. Questionaire Primary message Primary action you want the user to take Design ideas Sites/pages they like, similar promotions DIVISION OF MARKETING
- 16. Define and refine campaign 1/4 Test concepts • Focus groups • Usability reviews • Expert advice • Internal review DIVISION OF MARKETING
- 17. Define and refine campaign 2/4 Finalise campaign • Social media user generated content competition • Pitch us your script or story synopsis. • And you could win one of two $5,000 scholarships towards the cost of completing your MCW at CSU • Two prizes – judging panel and people’s choice (most votes) • Vote for your favourite entry DIVISION OF MARKETING
- 18. Define and refine campaign 3/4 Lock down deliverables 1. Competition website 2. Promotional video 3. Search and display advertising 4. Social advertising and page 5. EDM – promotion and during competition DIVISION OF MARKETING
- 19. Two suggestions DIVISION OF MARKETING
- 20. Define and refine campaign 4/4 Set expectations • Turn around times • What we can track e.g. traffic, engagement, conversions (competition entries) and what we can’t track e.g. whether the competition was a success or not • Review budget • Ongoing role i.e. not set and forget DIVISION OF MARKETING
- 22. Online communications schedule DIVISION OF MARKETING
- 23. Don’t forget Talk to IT because they often need to know •Technical issues • Web policies e.g. social media, user generated content • Transparency, accountability and goodwill DIVISION OF MARKETING
- 24. Let’s actually get to work DIVISION OF MARKETING
- 25. Short URLs and redirects http://www.csu.edu.au/creativewriting Redirects to http://www.csu.edu.au/go/creativewriting/?utm_source= DIVISION OF MARKETING
- 28. Quick questions on landing pages Do we have a template or is each bespoke? How many landing pages do you build a year? Is it worth the effort? DIVISION OF MARKETING
- 33. Other promotion EDM to existing leads CSU website homepage banner Regular social media mentions Offline activity DIVISION OF MARKETING
- 34. Has the campaign been successful? DIVISION OF MARKETING
- 36. Website Metric Benchmark Target Results Quantity 15,000 Quality 3,000 Traffic sources Contact ratio 1.2% Conversion rate 2.4% Mobile visits 13% Events e.g. 2% Watch a video Search 5% DIVISION OF MARKETING
- 37. Social (organic) Metric Benchmark Target Results Reach 5% 5% Traffic 1,000 5% Conversions 1% 5% ‘Buzz’ 150 5% DIVISION OF MARKETING
- 38. Social (paid) Metric Benchmark Target Results Spend $5,000 Impressions 15,651,982 CPC $1.30 CTR 0.025% Clicks 3,912 DIVISION OF MARKETING
- 39. Paid advertising: Search, content, youtube Metric Benchmark Target Results Cost $5,000 Impressions 516,300 CPC $2.77 CTR 0.14% Clicks 1,830 Events 113 Av. Cost per event $44 Search only CTR: 1.24% DIVISION OF MARKETING
- 40. Electronic direct mail Metric Benchmark Target Results Open 25% 40% Click through rates 10% 30% Conversion 2% 3-4% DIVISION OF MARKETING
- 41. Where to next? • Post-competition survey • Focus groups • Re-use campaign collateral • Make a time capsule DIVISION OF MARKETING
- 42. Cade Whitbourn cwhitbourn@csu.edu.au Presentation: http://bit.ly/csudigital DIVISION OF MARKETING
- 43. Questions? DIVISION OF MARKETING
Editor's Notes
- Step-by-step walkthrough of how we go about executing digital campaigns at CSU. I hate the title I gave, so I’ve changed it. This is not perfect, at all. But this is what we do, given constraints that I’m going to assume are common to most of us; of limited budget, time, resources, co-operation between Divisions, miscommunications etc etc. Hopefully I will raise some new ideas for you, or for those of you who are already experts in this area, at least validate what you do as being consistent with us. We are going to keep things simple – practical, realistic, and honest.
- Really briefly, some context. CSU in it’s current form is 23 years old as a University. Our history goes back to late 19 th century when you consider the history of some of the entities that have merged and changed and combined to become CSU. Now, in terms of our brand, we consider ourselves to be outcome based. We are interested in the best possible outcome for all our students and all with whom we interact. We are interested in strategic partnerships with whoever we need to partner with, be it individuals, communities, industry, government, in order to achieve the best outcomes. And we can sum this up in our tagline ‘You + CSU’
- CSU is a regional university – our regionality is important in who we are, what we offer, and how we operate as a Marketing Division.
- As a Marketing Division, we are centralised. I am Online Marketing Manager – the online area is one of about 8 areas within our Division, comprising around 55 people, spread across all our campuses. My team – our core role is about using the online channel for recruitment. Supporting all marketing activity online including website, social, analytics, email, landing pages, advertising and multimedia, video content. We work closely with Advertising, MarComms in particular. When I say ‘we’, I mean myself and another 3/5 of a person. But we do have a position available. So if you like the look of what we do, hit me up at arvo tea.
- Big idea: Executing a digital marketing campaign is all about doing all the little things right, asking all the right questions, getting all the pieces of the puzzle together. The hard bits are not the technology, not about getting the money, not even about having a brilliant idea. Step-by-step walkthrough of executing the digital component of a marketing campaign
- To keep it realistic, practical and interesting, we will be working through a realistic but made-up example. The details are different, but indicative of real budgets, real timeframes, collateral, reporting etc. Our example will be a Faculty-driven course-based campaign. Same principles and activities would apply if we were working on larger centralised marketing campaign.
- Monday morning, about this time of year, mid-August, I get a phone call from our Marketing Officer in the Faculty of Arts. We have a new course, we would like to promote heavily – most of discretionary Faculty marketing budget for the year. We need enrolments into session 1 next year. I say “great, should me through your campaign brief, and I’ll take a look and we’ll take it from there” WAIT TWO WEEKS…
- A good campaign brief will look something like this:
- This is the made up bit. I never see this, until I ask for it, and usually then only after the fact. This is a realistic budget for one of the bigger course-based campaigns we would run.
- More detailed than normal, cause I’ve fleshed it out already based on where I know this presentation is going. Normally, it would just be a single amount of money squeezed out for online.
- The initial challenge for the past 5 years has been getting the organisation to realise the importance of online. Let’s say we are basically there now. Now the challenge is managing people’s expectations that the online channel is the great new cheap and easy solution for our recruitment needs. We have to work hard to manage people’s expectations. We also have to be diligent in not over promising, not setting high expectations, and challenging expectations. So I would respond to these kind of expectations by asking. Why do you need a facebook page Search ranking is easy if you are willing to pay And blogging also is easy, but sometimes what you say isn’t what you mean.
- We have a brief, we have a budget, we have a vague idea and some wild expectations, but how do we turn this into reality?
- Most important section, so it gets 4 slides full of bullet points Test concepts - internal, external partners, focus groups with current students, JPG usability review
- Match this against initial campaign brief and stated objectives
- Competition site – main hub of campaign. We can do this Video – not budgeted for, but we can pull something together for this Advertising – we use an agency here to manage this activity Social we can do ourselves as well Emails we can do, to existing contact lists – it’s free to do, but time intensive to do well
- Animoto - $250 for 12mths on PRO Strutta - $2,000 for 3mth long social media contest
- So we brief the designers, they put all the data in their magic computer machine, and presto.
- So, we have a clear campaign, deliverables, creative, and an idea of the digital components. What we need to do is establish an overall understanding of how the whole campaign fits together i.e. including offline. For this campaign, they are doing F2F events at Sydney Writers Festival, they are distributing posters to Writing Workshops. As well as our advertising spend in press and radio. Simplest way to keep all this together is a simple Excel document to serve as communications schedule . I’m not going to tell you how to use Excel to map out a comms schedule. If you are a marketing professional and you don’t love excel, then you can just leave right now as far as I’m concerned. I married into a family of ‘plumbers’… We use this to see: What is happening, when, and by who External factors Timeframes realistic Does everything fit Are timeframes realistic Track impact of offline in online Overall – ease of reporting
- We don’t get the chance everyday to bag out IT, but given a digital MARKETING conference, however I have a sympathetic audience to have a bit of a whinge. Marketing and IT don’t’ get on well, we will never get on well, so rather than let that defeat you, I like to try to kill them with over communication. It can be precious, they can be very concerned about you telling them everytime you publish a new page or go to the bathroom. But they can be very forgetful when it comes to them actually telling you that ‘oh, the website will be done for 3hrs tonight’, or ‘hey our server proxy settings means that internal users will get a security pop-up everytime they visit the site if you embed a Facebook feed on it’, or whatever
- Cause or job is mostly just to make stuff pretty? Isn’t it?
- We haven’t even fired photoshop up yet, we are still in the setup configuration work – In some cases, we will use a different short URL for every different piece of marketing collateral. In a straightforward campaign like this, it might mean have a dozen different short URLs and just as many QR codes. A lot of effort, what’s the pay-off? Glad you asked
- Divide campaign not only by overall visit and quality, and by conversion rate, but break down each specific traffic source, by medium (email, mobile (QR code) or print (short URL published in press ad) and by the specific instance of that medium, which is the source. For example, we distinguish between a press ad placed in Good Weekend magazine vs. SMH. And distinguish between the QR and the printed short URL. We distinguish between each link in an email.
- Campaign competition page Content – continuing conversation from advertising. Think ‘conversation’ rather than campaign. What have we told them already Design – also about continuing conversation in terms of visual, but imp - focused on conversion i.e. lead generation i.e. submitting entry Build – responsive (i.e. mobile friendly), validated, accessible, cross browser etc. Strutta – limited, but improving. Tracking – event based tracking in Google analytics – entries, watches of video, votes, shares – all events. URL click throughs/traffic sources
- Answers: Yes. Our best template is the last one we did. IT hate this. 36 in 2011 40% higher conversion rate
- Display advertising
- Advertising links through to custom page
- Free to existing leads (higher conversion rate) Banners – 2-3,000 p/mth social once p/mth as mentioned
- Look at how we measure results, broken down by each of our deliverables
- Strutta analytics dashboard Looks all very useful, but unless you’ve done it in the past to establish a benchmark, and/or setup some clear goals as to what you hope the campaign will achieve, these are all just numbers. Even big numbers may not tell you much nor be clear indicators of campaign success. To have numbers at all, for some people, is a big win.
- Custom metrics Traffic source interesting when looking at quality social media is generally lower quality direct type-ins of short URLs is usually very high quality cf QR codes Bing is generally higher quality than Google Traffic that comes via a landing page or campaign has 40% higher conversion rate than organic traffic in through homepage
- 30% growth during 3mth campaign period Driven the growth of our social media profiles through monitoring, maintenance, enhancement and promotion 174% increase in Twitter followers 107% increase in Facebook fans 28% increase in YouTube views 81% increase in LinkedIn members
- Best results from search advertising
- 36 campaign emails in 2011 Varies so much based on quality of list. When they are warm leads, with an incentive i.e. win money, we should expect results of 40% open, CTR up to 30% and conversion rates (of entering the competition) might be 3 or 4 if we are lucky.
- Other things to look for - e.g. search keywords around campaign “Google CSU 2012”, related call centre enquiries, pageviews of related courses, traffic from other sites, google alerts Big points – a lot easier to build on an existing campaign, rather than start from scratch. Even, or especially if the campaign was initially unsuccessful. To that end, build a time capsule i.e. good reporting, lessons learnt.
- Particularly if you have mad skillz and would consider relocating to one of our thriving regional communities.