This document outlines how to measure marketing success by tracking what people know, think, and say about a brand across three key metrics: awareness, association, and advocacy. It discusses measuring awareness through reach/frequency and spontaneous recall. Association is measured through positive/negative sentiment and A/B testing branded terms. Advocacy is measured through social listening and net promoter scores. Acquisition metrics measure asking inquiries about the brand through web traffic and leads, and acting on the brand through defining desired actions and setting up goal tracking.

1. MARKETING SUCCESS
How to Measure

2. Connect more people
to education
Why

3. {BRAND}
{Acquisition}

4. - What People Know (Awareness)
- What People Think (Association)
- What People Say (Advocacy)
Brand

5. What people know
about your brand
Awareness

6. - Reach/Frequency
- Spontaneous Recall
- Branded Search Volume
Awareness

7. Reach/Frequency
2.5
Million

8. Spontaneous Recall
When you think of colleges and universities, what
institutions come to mind?

10. Branded Search
How often do people search for your brand?

11. Branded Search

12. What people think
about your brand
Association

13. - Positive/Negative
- A/B Testing
- Term Testing
Association

14. Positive/Negative
What are your feelings toward XYZ College?
• Positive
• Negative
• Neutral

16. A/B Testing
Which one does the target audience prefer?
A
B

17. A/B Testing

18. Branded Terms
How do you want people to think about your brand?
• Approachable
• Inspiring
• Engaging
• Affordable
• Convenient

19. Branded Terms
Put creative messages to the test?
Circle all that apply
Approachable Formal Unsociable Motivational
Boring Friendly Convenient Appealing
Uplifting Mediocre Unpleasant Inspirational
High Quality Likable Affordable Exciting
Circle all that apply
Approachable Formal Unsociable Motivational
Boring Friendly Convenient Appealing
Uplifting Mediocre Unpleasant Inspirational
High Quality Likable Affordable Exciting

20. Branded Terms
Put creative messages to the test?

21. Branded Terms
Put creative messages to the test?

22. What people say
about your brand
Advocacy

23. - Social Listening
- Net Promoter Score
Advocacy

24. Social Listening
SocialMention.com

25. Social Listening
Share of Voice Positive/Neutral

26. Net Promoter Score
How likely is it that students would recommend you?

27. Net Promoter Score

28. Net Promoter Score

29. How to Measure
Acquisition

30. {BRAND}
{Acquisition}

31. - Ask – inquire about college
- Act – take steps to start
Acquisition

32. Convert Brand
Reputation to Inquiry
Ask

33. - Web Traffic
- Prospect Leads
Ask

34. Google Analytics

35. Funnel Goals

36. Prospect Automation

37. Convert Brand
Reputation to Purchase
Act

38. - Define desired action
- Setup Tracking
Act

39. MORE APPLICANTS
OR
MORE ENROLLMENTS?

40. Define Action

41. Campaign Goals

42. Questions?

43. THANK YOU!
John King
john.e.king@lonestar.edu