Download to read offline
More Related Content
Similar to True North: Basing brand strategy on market data
![[rokonz.com] Glossary of Semantic SEO Part-1.pdf](https://cdn.slidesharecdn.com/ss_thumbnails/rokonz-260123200456-440e4060-thumbnail.jpg?width=640&height=640&fit=bounds)
True North: Basing brand strategy on market data
- 1. True North: Basingbrand strategy on market data" Paige Booth and Christie Campbell! St. Edward’s University | Austin, TX! !
- 2. Introduction" • Our backgrounds! • St. Edward’s University Marketing and Enrollment organization! • Finding “True North” ! • Sharing experiences to start dialog! • Measurement gaps exist ! !
- 3. How Is SuccessMeasured?" Outcome Measure Awareness Market Research Engagement Ac2vity Conversion Por9olio Relevance Enrollment Growth Financial Health Net Tui2on Revenue Customer Experience Reten2on
- 4. Overall Positioning" • Universitystrategy that informs your brand plans! ! • Translating vision into compelling communications! Outcome Measure Awareness Market Research
- 5. Dimensions! 1. Unaided awareness! 2. Aided awareness! 3. Knowledge (most/least)! 4. University preference ! 5. Value of a degree! Outcome Measure Awareness Market Research Segments! 1. Undergraduate! 2. Transfer! 3. Parent! 4. Graduate! 5. Adult Undergraduate!
- 6. Outcome Measure Awareness Market Research
- 7. Positioning: Common Ground" Interna2onal University Liberal Arts Ins2tu2on Academic challenge Global perspec2ve Prepara2on to make a difference in the world Personalized learning Both posi)oning concepts have strong appeal across all response groups Outcome Measure Awareness Market Research
- 8. Our Brand Promise St.Edward’s is a nationally ranked university with partner universities in 10 countries. We provide an inspiring, academically challenging environment that emphasizes global perspective and prepares students to make a difference in their world.!
- 10. Audience Feedback" • Verypositive market test ! – 80% positive on likability ! – 70% positive on call to action for both ad concepts ! – 95% understandable/not confusing! • Responses indicate that new brand concepts are effectively communicated through these ads! ! Outcome Measure Awareness Market Research
- 12. Market Research Update" • New study live now while campaign is in market! • Same dimensions of awareness and perception! • Key audience focus ! – High school Juniors and Seniors! – Parents! – Graduate students! • Results prior to planning in Spring 2014! Outcome Measure Awareness Market Research
- 13. Marketing Mix" Projects Video Print Photo Planning Digital
- 14. Allocating Resources" • Considerations! – Digital first! – Evolving marketing vehicles! – Campus relationships and effective marketing! • Data opportunities! – Common tools! – Program research! – Internal traffic and production role! Outcome Measure Awareness Market Research
- 15. Effective Digital" Outcome Measure Engagement Ac2vity Conversion
- 16. Content Resonance" Outcome Measure Engagement Ac2vity Conversion
- 17. Communication Productivity" Outcome Measure Engagement Ac2vity Conversion
- 18. Content Conversion Rate Conversions per Source 0 10 20 30 40 50 60 70 80 90 100 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1.80% 2.00% CPC Direct Organic Referral Conversion Rate Inquiries 0 50 100 150 200 250 300 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% Academics Admission Transfer Global Life Visit Faith & Service About Support Conversion Rate Inquiries Outcome Measure Engagement Ac2vity Conversion Website Conversion"
- 19. Outcome Measure Engagement Ac2vity Conversion Digital Impact"
- 20. Develop and MonitorNew Data" • Within your team, on campus and external! • No one collecting = Opportunity for Marketing!
- 21. Academic Program Development" • Partnership with Academic Affairs! • Key components to assess market potential! – Degree conferral patterns! – Employment outlook! – Target population trends! – Competitive offerings and pricing! – Market size and market share! Outcome Measure Relevance Enrollment Growth
- 22. Outcome Measure Relevance Enrollment Growth
- 23. Graduate Management Admission Council" • Program demand! • Applicant demographics! • Starting salaries! • Employment outlook! Outcome Measure Relevance Enrollment Growth
- 24. Competitive Position" Outcome Measure Relevance Enrollment Growth
- 25. Enrollment Patterns" FY 04-‐05 FY 05-‐06 FY 06-‐07 FY 07-‐08 FY 08-‐09 FY 09-‐10 FY 10-‐11 FY 11-‐12 FY 12-‐13 Projected FY 13-‐14 Projected Number FTF (Headcount) 370 348 340 334 319 413 319 359 349 356 Tui2on and Fees 19,140 20,470 23,355 24,920 26,530 27,850 29,325 31,270 32,850 34,330 Net Tui2on Revenue per FTF 9,247 10,506 12,101 13,616 11,862 10,850 13,439 14,201 15,172 16,043 -‐ 50 100 150 200 250 300 350 400 450 500 $0 $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 $40,000 Dollars College X Tui;on and Net Tui;on Outcome Measure Financial Health Net Tui2on Revenue
- 26. Discounting Trends" FY 04-‐05 FY 05-‐06 FY 06-‐07 FY 07-‐08 FY 08-‐09 FY 09-‐10 FY 10-‐11 FY 11-‐12 FY 12-‐13 Projecte d FY 13-‐14 Projecte d Calculated Discount Rate (NACUBO Component formula) 49.1% 45.8% 45.3% 42.2% 53.6% 59.2% 53.1% 56.5% 58.4% 57.4% NACUBO Average Tui2on Discount Percentages FTF 3 -‐ 10 Yr Ins2tu2ons 38.7% 37.7% 39.9% 40.8% 44.0% 44.0% 45.6% 46.2% 47.1% 48.2% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% Tui;on Discount Rate College X Discount Rates Outcome Measure Financial Health Net Tui2on Revenue
- 27. Price/Value Position" Net Price Selec;vity Low Cost/Low Selec;vity High Cost/High Selec;vity • School C • School B • School A • School E • School D • Your School • School F Outcome Measure Financial Health Net Tui2on Revenue
- 28. Customer Experience" • InstitutionalResearch! – Customer Satisfaction! – Net Promoter?! – Admitted Student Questionnaire (ASQ)! – National Survey of Student Engagement (NSSE)! – Classroom surveys and instructor evaluations! – Graduation surveys! • Points of Service! – Dining, Advising! Outcome Measure Customer Experience Reten2on
- 29. Student Experience" We willdeliver a consistently effective and uniquely differentiated recruitment experience as students move from initial awareness of St. Edward’s to the 12th class day.! ! Campus-wide discussions! – Standard of service! – Differentiation ! – Staying authentic!
- 30. Our Top 5" ① Align strategically with custom market research! ② Evolve measurement tools (e.g. email with Litmus)! ③ Monitor competition with College Navigator ! ④ Use publically available data (GMAC, IPEDS)! ⑤ Collaborate across campus (ASQ, NSSE)! ! What are yours?!
- 31.
- 32. Questions?" Christie Campbell christie@stedwards.edu! PaigeBooth ! paigeb@stedwards.edu! !