Developing an Effective Media Plan for Higher Education Marketing

Media
presented by
Jeffrey Rich
Vice President, Stamats
08.7.2014
Working together.Smarter.

2 | Lunch & Learn – August 7, 2014 | © Stamats 2014
How an Agency Defines Media Planning
 Most agencies have a media department
staffed with media planners/analysts
 Some differentiate between traditional
media and digital media
– The good ones are media agnostic
 The role of the media department is to
understand what media channels will most
efficiently reach the client’s target audience
within the allotted budget
 The media department then contacts those
media venues, negotiates placement and
cost, ,then receives an insertion order
specifying the specifics of the media buy,
including the required creative assets

Major Media Channels
 Traditional Media
 Television (network, cable, satellite)
 Radio (AM, FM, satellite)
 Outdoor (billboards, bus panels)
 Direct mail (saturation, solo)
 Print (newspapers/magazines)
 Telemarketing
 Digital Media
 Email
 Digital display
 Affiliate
 Search engine marketing
 Social media / social networking
 Internet radio & broadcast
 Guerilla & Earned Media
 Events, sponsorships PR, etc.

Definition of Key Terms
 REACH & FREQUENCY - are always looked at hand in hand, one measures the number of people
exposed, the other the number of exposures
 MEDIA MIX - The combination of media used for a particular schedule / campaign
 PENETRATION - The percentage of total homes or people in a given geography who own a particular
media vehicle
 AUDIENCE PROFILE - The characteristics of the people who make up an audience of an advertising
medium in terms of age, sex, region, education, socio-economic group, occupation or any other
demographic aspects.
 IMPRESSIONS – The number of views of your media usually expressed in thousands (000)
 COST EFFICIENCY - The cost of reaching a unit of your target audience i.e. measures the
relationship between the audience reached and the cost of using the medium.
 FRAGMENTATION - refers to the increasing number of audience subdivisions which, when taken
together, constitute total usage of a medium

Marketing Planning vs. Media Planning
 Marketing Planning:
 Leads the development of the overall
strategy and account
 Leads the development of creative
assets
 Works in-between all stakeholders
 Media Planning:
 Researches, recommends, negotiates &
places media
 Needs to work across traditional media &
digital
 Responsible for increasing “efficiency”

Developing a Media Strategy
 Brands like Target, Disney, etc., have
spent years & millions of dollars building
their brands through media
 Colleges & universities don’t have
those kind of financial resources or
the institutional will to stick with it
 For many schools, brand building
through media is a luxury, not a
necessity to grow awareness &
enrollments
 If you can’t fund an integrated media
plan or enough reach & frequency, you
may be wasting your money
#AligningExperts

You Just Told Me I Was Wasting My Money
 Play to your strengths – leverage low/no
cost media venues
 Earned media (public & media relations)
 Social media (great for awareness &
engagement, not great (yet) for inquiry
generation)
 Digital display is the new a awareness
media
 Understand the difference between awareness
advertising & acquisition marketing
 If funding is inadequate, better to go all-in
on a short list or single media channel like
digital, radio or TV. Become known for
something!

Media Fragmentation

Baseline Media Coupled With Campaign Spikes
0
10
20
30
40
50
60
70
80
90
100
Targeted Media &
Campaigns
Awareness Advertising

Developing an
Effective Media Plan

First, Define What You’re Marketing
 Are you marketing the institutional brand,
schools or programs?
 Are you marketing the traditional UG
experience or grad & non-traditional
programs?
 Which programs need help
 You probably don’t have enough resources to
market them all
 Can you market a school or basket of
programs that are related, or do you need to
market individual programs?
 Each program may have a different media
formula

InquiriesAcross Media Channels
#AligningExperts
MBA
IT Leadership

Second, Segment & ProfileYourTargetAudience
Persona Description - Debbie

Third, Define Your Budget Needs
Inquiries (X) Conversion Rate (=) Enrolled Students
CPI (X) Required Inquiries (=) Marketing Budget
1,000 (X) 10% (=) 100 Enrolled Students
$115 (X) 1,000 (=) $115,000
CPES (X) Required Enrollments (=) Marketing Budget
$1,500 (X) 100 (=) $115,000

Most Effective Media Channels
74%
50%
42%
41%
38%
29%
24%
24%
19%
17%
13%
11%
9%
54%
11%
30%
28%
33%
10%
26%
15%
14%
12%
2%
9%
0%
0% 20% 40% 60% 80% 100%
Search engine marketing, PPC
Email
Direct mail
Other online digital display advertising
Radio
Social media
Billboards and other outdoor
Purchasing of leads from aggregation sites
Magazines, periodical advertising
Local newspaper ads
Earned media generated from PR activity
TV
Referrals
Effective (n=162)
Largest Budget
(n=156)
Which of the following media channels or activities do you feel are most effective [have
the largest annualized budget] in generating inquiries for your Master’s degree students?
Multiple mentions possible. Base: Responsible for Master’s degree students

Let’s TalkAbout Digital Media
 Search Engine Marketing (SEM)
 SEM is the use of search engines to drive relevant traffic to
your site. There are currently three main types of search
marketing:
 Pay per click (PPC)
 Natural search (SEO)
 Contextual search
 Affiliate Marketing
 Pay Per Lead - Every time a potential student registers at a
publisher’s website, a previously determined amount is
deposited into the affiliate’s account
 Display Advertising
 A graphical advertisement that appears next to content on
websites, social networks, apps, emails & other digital
formats
 Programmatic Buying

Digital Media Generates Inquiries
 Find the right mix of:
 Pay per click on Google, Bing & Yahoo
 Aggregators (pay per lead) on sites like Zinch,
Gradschools.com, etc.
 Social display advertising, particularly on Facebook
and LinkedIn
 Use digital display to build awareness, don’t
expect click-thru’s but evaluate on impressions

Build Your Plan

Tracking & ROI Assessment

Evaluate & Act on Metrics

Digital is All About Testing &
Optimization

Global Holding Company – Headquarters in NY
Digital Advertising Solutions for
Agencies & Direct Advertisers
Digital Advertising Solutions for
Affiliate Marketers
Client facing Digital Advertising Platform
that powers CPXi divisions
Programmatic Media Solutions for
Demand & Supply-side partners
Digital innovation for new &
emerging media formats

Programmatic Media
Programmatic media buying is a holistic approach that
leverages automation technology in support of
ongoing, channel-agnostic customer engagement to
enable continuous optimization as strategies evolve.

AdReady Programmatic Platform: A
One Stop Shop
THE
PLATFORM
An all-in-one digital advertising
solution.
Programmatic creative
platform
Seamless programmatic media
buying across Display, Mobile,
Video & Social
Best-in-class targeting
capabilities
Transparent campaign planning,
optimization and reporting

Audience Targeting
CHANNEL AUDIENCE / CONTENT Target your audience
residential cluster,
proximity to retail
locations, campaign
level DMAs and more.
Place a relevant ad in
front of a user that is
reading content that
contains specific terms.
Contextual Targeting
Geo Targeting
ZONE 1
ZONE 2
ZONE 3
IP Zone Targeting
IP Targeting leverages the
relationship between users
and the location of their IP
addresses in real time.
Since it is cookie-free, IP
Targeting is a scalable and
safe for way for advertisers
to reach unique audiences
online.
Targeting Capabilities

Site Visitor Retargeting
Social Retargeting
Need a vacation?
Book Atlantis.
CRM Retargeting
Custome
r Base
Site
Visitors
Use your own CRM assets and
segmentation framework to create
online audiences for display
audiences using cookies.
Look-a-like Retargeting
Measure data and
audience profiles on
conversion pages and
use the data to target
new customers with
similar characteristics
When a user searches for
specific keywords in a search
engine, they become part of a
keyword cookie pool are eligible
to receive a retargeting ad on
their favorite content sites.
Search Retargeting
Retarget users who
visited your site without
converting by showing
them expertly crafted
ads in order to re-
engage them with your
brand.
Retargeting Capabilities

Quick, scalable building and testing of creative
Shared and custom template libraries to be used across channels
Creative Automation
Reduce creative costs to increase ROI
Decrease creative development time

White Label Solution

Developing an Effective Media Plan for Higher Education Marketing

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