Wolverhampton University had asked me for a review of their digital activities to support their research programmes. This discusses how marketing can support student enrollment and research

1. +
University
of
Wolverhampton
Digital
marketing
strategy
Celine
Domenech
–M:
07972287819
E:
domenech.celine@gmail.com

2. +
The
Brief
How
can
digital
marketing
support
the
growth
of
research
for
Wolverhampton
University?

3. +
Situa7on
Analysis
Audience
Current
activities
Room
for
improvement

4. +
Audience
groups
n Students
&
Professors
n Applications
n Research
support
n Businesses
&
organisations
n Interest
registration
n Research
support
n Funding
n Media
&
Press
n Spread
the
word
n National/
International
attention

5. +
Iden7fiable
ac7vi7es
(SimilarWeb)
n Social
media:
1.5%
n Search
35%
n Organic
(>99%)
n Paid
search
(<1%)
n Referral
trafSic:
24%
n Primarily
intranet
n Display
~0.11%
n Emailing
10%

6. +
What
you
would
expect
n Search
55%
n Organic
(95%)
n Paid
search
(5%)
n Direct:
18%
n Referral
trafSic:
20%
n Partners
&
AfSinity
sites
n Emailing
5%

7. +
The
elephant
in
the
room
• Content
for
excitement
and
engagement
• Communication
• Networking
• Self-­‐contained
content

8. +
The
objec7ves
of
the
strategy
• Attract
visitors
to
the
research
section
of
the
website
• Generate
more
leads
for
the
research
• Communicate
a
positive
brand
image
about
the
research
• Excite
the
public
and
the
media
• Increase
the
potential
of
the
research
sector

9. +
Strategic
ac7va7on
Acquisition
Brand
awareness/
reputation
Advocacy

10. +
Acquisi7on
Improve
content
visibility
Targeted
recruitment
campaigns
Maximise
conversion
potential
Link
proSiling
Domain
authority
Ranking
Visit
metrics
Return
on
Ad
Spend
Conversions
Engagement
metrics
Conversions
User
lists
ACTIVITY
KPI
Google
Analytics
£65/mo
(MOZ)
Min
£500/mo
Free
Google
tools
CRM
tool
Google
Analytics
TOOLS

11. +
What
does
good
look
like?
• Lateral
content
generation
• SEO
results
• Search
advertising
• Increase
of
conversions

12. +
Brand
reputa7on
Maximise
content
engagement
Build
communication
campaigns
The
touch
of
‘awesome’
Engagement
metrics
Brand
mentions
Inbound
links
Engagement
metrics
Sentiment
metrics
CRM
list
status
Engagement
metrics
User
behaviour
Brand
sentiment
ACTIVITY
KPI
Google
Analytics
£65/mo
(MOZ)
Design
(tbd)
Rival
IQ
(£130/mo)
CRM
system
Development
(£40-­‐50k)
Google
Analytics
Market
research
(£8-­‐10k)
TOOLS

13. +
What
does
good
look
like?
• Digital
PR
• Knowledge
hub
• Communication
matrix

14. +
Advocacy
Leverage
your
networks
Build
advocacy
programmes
Reach
metrics
Engagement
metrics
Engagement
metrics
Visit
metrics
Inbound
links
ACTIVITY
KPI
LinkedIn
Partner
networks
Webcam
Google
Analytics
Google
Hangouts
£65/mo
(Moz)
TOOLS

15. +
What
does
good
look
like?
• Advocacy
links
• Real-­‐time
sharing
• LinkedIn
optimisation

16. +
Roadmap
&
Success

17. MELODY
RYTHM
BASS
Controls
&
Data
Analysis
SEO
Time
General
Acquisition
Brand
rep.
Advocacy
RT
experts
RT
experts
RT
experts
Case
study
Case
study
Case
study
Case
study
Hub
built
Hub
activities
Digital
PR
Digital
PR
PPC
&
Display
Content
marketing
Data
capture
Remarketing
&
automation
Emailing
Emailing
Emailing
Brand
sentiment
Advocacy
partnerships
Social
media
Leverage
network
ProSiling
UK
ProSiling
International

18. +
Measuring
success
Celine
Domenech
-­‐
07972287819
n Acquisition
n Increase
visits
n Higher
keyword
ranking
n Increase
conversions
n Increase
of
user
list
(CRM)
n Positive
ROI
on
Ads
n Advocacy
n Increase
of
outreach
n Higher
link
proSile
n Increase
of
views
(Hangouts)
n Increase
of
LinkedIn
followers
n Brand
reputation
n Increase
of
brand
mentions
n Increase
of
social
media
engagement
n Increase
of
inbound
links
n Increase
of
brand
searches

19. +
Thank
you!