The document discusses marketing strategies used by the University of Alabama's Bama By Distance program during a spending freeze. It recommends (1) asking questions to find free marketing opportunities, (2) conducting an internal audit to enhance communication practices, and (3) increasing communication across college alumni databases and graduating seniors. Specific tactics included an extensive email campaign pushing leads to apply and keeping personalized, conversational communication with leads about deadlines and program updates. The key takeaways emphasize increasing communication, auditing practices, asking for free opportunities, maintaining communication with leads, and embracing change.

1. How to Make the Most of Your
Marketing Efforts During a Spending
Freeze
Amy Nichols, Content Coordinator
Jessika White, Marketing Manager
The University of Alabama
Bama By Distance

19. So what did we do
with a $0 budget?

38. ● Ask questions
Free Marketing Opportunities

39. ● Ask questions
● Conduct an internal audit
Free Marketing Opportunities

40. ● Ask questions
● Conduct an internal audit
● Increase college-to-college
comms
Free Marketing Opportunities

42. ● College of Education
Alumni Database

43. ● College of Education
Alumni Database
● College of Education
Graduating Seniors (main
campus)

44. ● College of Education
Alumni Database
● College of Education
Graduating Seniors (main
campus)
● External Professional
Network

50. Remember
the gray
area?

57. It was time for a significant
enhancement of our
communication plan.

61. Semesterly Push to Apply
Campaigns

62. ● We executed an extensive campaign pushing all
the leads in our CRM to apply for Fall 2020
Pushing Leads to Apply

63. ● We executed an extensive campaign pushing all
the leads in our CRM to apply for Fall 2020
● Series of emails communicating all the test
waivers and incentives to apply
Pushing Leads to Apply

64. Pushing Leads to Apply
● 85 unique emails during
spending freeze
● The Push to Apply
campaign is now a
permanent fixture in our
communication plan.

66. ● Personalized Approach
○ First Name
○ Conversationally crafted
○ Directly from Admission
Counselor
○ Balanced calls-to-action
● Examples:
○ Upcoming Deadlines
○ Deadline Extensions
○ Program Changes/Updates

69. Key Takeaways
● Increase communication across channels

70. Key Takeaways
● Increase communication across channels
● Take the time to step back and conduct an
internal audit of your practices

71. Key Takeaways
● Increase communication across channels
● Take the time to step back and conduct an
internal audit of your practices
● Ask for freebies - the answer might just be yes!

72. Key Takeaways
● Increase communication across channels
● Take the time to step back and conduct an
internal audit of your practices
● Ask for freebies - the answer might just be yes!
● Don’t ghost your leads - keep talking to them

73. Key Takeaways
● Increase communication across channels
● Take the time to step back and conduct an
internal audit of your practices
● Ask for freebies - the answer might just be yes!
● Talk to your leads - and keep talking to them
● Don’t be afraid of change!

74. So what did we learn?
We can’t afford to
not have time.

75. Amy Nichols
Content Coordinator
The University of Alabama
amy.nichols@ua.edu
Jessika White
Marketing Manager
The University of Alabama
jnwhite1@ua.edu