The document proposes an interactive internet-based marketing program for universities to attract prospective students. It would include interactive videos, information about programs, campus life, and opportunities to apply online. The target audience is students ages 13-18 who spend a lot of time and money online researching universities. Metrics would track website traffic and interactions to measure the program's success in reaching new students and increasing applications. The proposed budget covers planning, video modules, and design of interactive content modules.

1. Interactive Internet Based University Marketing Prepared by

2. Background Two years ago we developed a cutting edge student life video for the Denver campus of Johnson & Wales University. It was called The Real Deal. Parts of it are streamed on the Johnson and Wales website and the entire piece was used in direct marketing.

3. The Past and the Present A year ago we built a university wide interactive internet based admissions marketing program for Johnson & Wales University containing a university platform and campus modules for each of their five campuses.

4. We’re Here to Help You… We’re offering a turn key package of interactive internet based content for your website from start to finish as described herein. We’re offering an opportunity for your university to take a leadership role in university marketing.

5. The Future Is Now Decisions about the future which are being made today will involve the entire communications matrix at a university. Some of the issues relevant to these decisions follow:

6. University Prospects Marketing Messages Mass media vs. personal media University determined sequence vs. user determined University centered vs. prospect centered One-way vs. interactive Responses -- To and from prospect Immediate vs. long term University controlled vs. Prospect controlled Permission enabled or not

7. Product Definition In simple terms, interactive internet-based university marketing brings prospective target markets closer to your university by allowing them the opportunity to navigate your website in a personal, media rich, permission enabled, student centered, response driven, interactive environment.

8. Prospect /Target User Any prospect with broadband internet access is qualitatively the target that you want to reach. Forty percent of broadband subscribers had a household income of USD 75,000, compared with 20 percent of those subscribing to narrowband services. The patterns emerging from Internet usage were consistent with those of other technologies, in which the wealthy and well-educated are among the early adopters and people in rural areas are the last to be reached."

9. Product: Segments Interactive Content & Design Interactive Video-On-Demand University Overview Student Life Classes Individual College or School Overview/Facilities Campus-Cam Industry & Placement Outlook/Interviews Events “ I” enabled School Shop

10. Product: Segments (con’t.) User e-Mail Opportunities E-links User Survey Options Online application Application progress Alumni(ae) Network

11. Communication Strategies Provide the benefits of: personalization, interactivity &. immediacy. Align the university with the technological world . Use rich media for affective impact.

12. Communication Strategies Target Prospective Students: Ages 13--18 They spend a lot of money. – Spending increased 28% to over $86 billion in one year They work for their money They exert a lot of influence on big ticket items They’re wired – 71% of teen households own a personal computer

13. Communication Strategies Target Prospective Students: Ages 13--18 From 1998 to 1999, the total number of hours teens spent online leapt from 57 million to 100 million per week--an increase of 75% In the past five years, in-home PC time has increased nearly 50%, from less than 3 hours a week to over 5. Total time increased to over 7 hours a week. Browsing the internet is their most popular online activity – 44%.

14. Communication Strategies Other major teen online activities: Research for school – 43% Sent/received e-mail – 35% Visited a chat room – 27% Played online games – 22% Made friends/met new people – 17% Listened to audio/watched video – 14%

15. Communication Strategies Target significant university audiences— Parents High school guidance counselors The consultants who serve the above groups Enrolled students Staff Faculty Alumni(ae) Corporate Partners Donors

16. System-wide Integration Interactive internet based university marketing ideally is a corporate identity element for all of the university’s marketing and communication programs.

17. Implementation -- Feasibility Phase I – Meet w/ designated team to determine the desirability of a system-wide commitment to this program. Phase II – Set a goal to define priority content areas appropriate for immediate implementation of interactive internet based university marketing.

18. Implementation -- Feasibility Phase III – Set a long term goal of developing and implementing all relevant content areas. Phase IV – Set a budget to fund a 1 or 2 year development, implementation and measurement schedule. Phase V – Develop creative methods and means to market and draw attention to the site, once developed, with traditional media and new communication tactics.

19. Implementation – Define the success metrics and limitations. Together we should establish our concept of success in this initiative. We should anticipate by-products and applications not defined at the beginning of the initiative. We must look for ways in which we can support the mission of your university and enhance the image of the university with all of its audiences.

20. Success Metrics First year goals Reach prospects not currently reached Increase value perception of the university Identify all areas where interactive internet based marketing apply Develop benchmarks for year 2 Identify areas of weakness Survey internet users online & develop a profile of the user and related satisfaction levels

21. Success Metrics Assess growth of application and inquiry submissions once modules are implemented Measure “clicks” from site text to video server

22. Success Metrics Measure “clicks” from video server to university’s site. Track “clicks” from video to app/inquiry form/e-mails. Track “clicks” from one level of the site into the deeper levels of interactivity.

23. Success Metrics Code applications & track movement from accepted to enrolled students. Develop user survey to judge effectiveness of improved site.

24. Success Metrics Track online applications in relation to student quality index to determine changes in quality of student application. Compare current email questions with future email questions to determine if information is addressing student’s concerns.

25. Success Metrics Measures of success/failure Were goals achieved? At what costs? Cost effective? Is the University’s mission supported in tangible ways? Requirements for success Intellectual commitment to risk-taking University resources as an investment

26. Budget Elements Planning retainer – $4,000/month To include all meetings with admissions, communication and information technology personnel (does not include transportation or lodging) To include research & a recommendation regarding software support in terms of access, traffic and transaction analysis, visitor routing, and response channels

27. Video -- $30,000/interactive content module. The ability for specific content areas to be covered in one or more modules . a. A module = 1 subject area containing 5 video clips & 5 hyperlinks. b. Video interactivity would be determined by functional necessity. c. Module pricing should include 5 days of shooting (including the editing of that footage). Budget Elements

28. Budget Elements Master Design for Interactive Content Modules -- $40,00 Conceptual Design Review all existing footage from university sources Design Hierarchy Script Graphics HTML Pages Production Video Editing HTML Production Graphics

29. Thank You