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UPCEA_Sidawy_Omnichannel_Marketing_FINAL
- 1. Omnichannel Marketing Driving ConsumerBehavior Across Channels and Platforms Leila Sidawy Senior Marketing Manager Georgetown University School of Continuing Studies (SCS)
- 2. • Communicators mustconnect with consumers through user- centric approach • Omnichannel marketing is designed to deliver consistent and compelling brand messages to target audiences: – Across various platforms – At multiple touch points 2 Introduction: Omnichannel Marketing
- 3. • Focuses onthe overall consumer experience through a holistic approach • Communications are aligned across all channels yet are channel- and audience-appropriate • The key challenge of omnichannel marketing: – All channels need to be on brand 3 Introduction: Omnichannel Marketing
- 4. • Omnichannel marketingcan be implemented to market degrees, programs, schools, etc. • Demonstrate omnichannel approach, focusing on promoting recruitment events 1. History of internal marketing 2. Omnichannel strategy for external marketing 4 Case Study: Recruitment Events
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- 6. • Professional master’sdegrees have increased from 2 to 14 (incl. 3 executive master’s) • Master’s degrees are moving online (currently 9) 6 Program Expansion: Professional Master’s FY 2008 FY 2014 FY 2016 FY 2017 • Journalism • Public Relations & Corporate Comm. • Emergency & Disaster Mgmt • Human Resources Mgmt • Real Estate • Sports Industry Mgmt • Technology Mgmt • Urban & Regional Planning • Global Strategic Comm. • Hospitality Mgmt • Integrated Marketing Comm. • Systems Engineering Mgmt • Program & Portfolio Mgmt • Project Mgmt
- 7. 7 Program Expansion: Shiftin Revenue Master's Degree Programs 6% Liberal Studies Degree Programs 20% Summer School 38% Special Programs 10% Professional Non-Credit Education 26% SCS’s Gross Revenueby ProgramFY 2008 Master's Degree Programs 36% Liberal Studies Degree Programs 10% Summer School 20% Special Programs 20% Professional Non-Credit Education 14% SCS's Gross Revenue by ProgramFY 2014
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- 9. • Move studentsthrough the lifecycle, effectively converting them at each stage • Integrated marketing touches all phases of the student lifecycle – Focus on first 4 stages: Awareness, Inquiry, Applicant, Admitted 9 Student Lifecycle Flow
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- 11. 11 Meet & Greets •Open-house style • Breakfast or lunch • Table for each program • Prospectives can “shop around” • Ideal for: inquiry stage
- 12. 12 Information Sessions • Program-specific presentationsby staff and admissions • Headshots on event page • Looking for more detailed information about a program and application process • Ideal for: inquiry & applicant stages
- 13. 13 Webinars • Supplement toinfo sessions • No space or ops limitations • Ideal for: applicant stage –Can’t attend on-campus –Interested in online program • 1% higher conversation rate than info sessions: started, admitted, and enrolled
- 14. 14 Sample Classes • Classroomexperience • Attract highly interested prospectives, who have completed their application and/or been admitted • Registration-to- attendance rate is high • Ideal for: admitted stage
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- 16. 16 Five Years Ago:Internal Promotion Website Placement Eblast via CRM
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- 18. 18 Internal Email Promotion •Tested optimal frequency for event promotions and developed systemized promotional schedule
- 19. 19 Internal Email Testing •Tested the following based on open rates and CTRs: –Best-performing subject lines –Optimal send dates and times • Tuesday & Thursday: morning, lunchtime, and during commute home
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- 21. • Mad Men,S7:E6, “The Strategy” • Campaign driven by data – Review industry & market reports – Comb through research and data • Define goals and metrics – Set up goals in Google Analytics and CRM – Track and measure results on campaign performance – Tweak placements, schedule, and budget allocations 21 Mad Men on the Importance of Data
- 22. 22 Emails Increase Engagement 31% 20% Visitorsfrom an internal email who complete a goal Site-wide average of visitors who complete a goal *Pulled from last 6 months of internal data. • Goal completion rate is significantly higher if the user comes from an internal email: vs.
- 23. • Maximize peak interestperiods • Cluster like events • Schedule multiple events per program each semester • No more ad hoc events • Critical for external marketing 23 Systemized Event Scheduling
- 24. 24 Events Increase Action 38% 31% Submitan application Enroll as a student Prospectives that Attend *Pulled from Fall 2014 attendance results. 17% 11% Prospectives that Don’t Attendvs.
- 25. 25 Foot in theDoor
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- 27. • Time toput marketing dollars behind our event promotion • Cast a wider net via omnichannel marketing • With events scheduled semesters out, they can be promoted via paid media channels • Added bonus: always have an immediate action for prospective students: – “RSVP for an event” has more urgency than “learn more” 27 External Promotion
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- 29. 29 Search Ads • SEOefforts alone are not enough • Dedicate a budget to search ads – Allocate some of that budget towards promoting events • Google AdWords is fairly easy to learn • Test strength and performance of copy and CTAs
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- 31. • Distributed onmetro to a captive commuter audience, looking to advance career • DC ranked #2 in most educated US city • Includes vanity URL to track clicks, goals, and ROI 31 Print Ads *”2015 Most & Least Educated Cities,” WalletHub.
- 32. 32 Original Content • Created and promoted webcontent surrounding sample classes
- 33. 33 Original Content • 500% more viewsthan average article
- 34. 34 Paid External Eblasts •Recruitment events placed in paid eblasts via vendors and niche publications • If the placement is national: webinars only • Mobile-responsive template –85% of emails are read on mobile
- 35. 35 Social Media: Posts •Both organic and sponsored posts • Primarily Facebook: –cost-efficient –specific targeting –easy testing –advanced products
- 36. 36 Social Media: Visuals •Custom visuals for recruitment events
- 37. 37 Social Media: Referrals 65% 125% •There has been a dramatic increase in referrals from social media pages to our website: 114% *YoY results via Google Analytics.
- 38. 38 Direct Mail • Despiteshift to digital, still continue a few top- performing placements
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- 40. • Tailored mixof media relevant to the customer journey • Create awareness & drive engagement, guiding prospective students through the lifecycle • Curated content can serve as a recruitment tool, not just a conversion tool • Advance planning allows you to maximize your placements • Internal & external marketing work in tandem 40 Key Takeaways
- 41. Special thanks tothe Strategy & Marketing team for providing the data and creative in this presentation. For further information, contact: Leila Sidawy Senior Marketing Manager Georgetown University School of Continuing Studies leila.sidawy@georgetown.edu