Assessing Effectiveness of Marketing Efforts<br />Presented by: Michelle Ashby &<br />Nicolette Hawks<br />SUNYCUAD <br />...
Building Your System<br /><ul><li>Name the Project:  website, e-newsletters, social media, open houses, brand launch, “Loo...
Strategic Planning
Set Goals
Measure ROI
Monitoring ROI
Free Tools
Paid Tools
Develop Report</li></li></ul><li>TV Radio Print<br />Event Marketing<br />Public Relations<br />Online Media<br />Social M...
Project: Build relationship between accepted students and the university between acceptance and first semester, throughout...
Audience 17-18 year olds <br />Tactics Deployed: Mobile & Social Media <br />Create initial touch point to accepted studen...
Facebook Page<br />
Mobile (Text) Messages<br />
Customized Email Messages<br />
Email Tracking<br />
Campaign Performance  <br />29% to date in conversions of accepted students (32%) <br />152 opt-in text message subscriber...
Free Measurement Tools<br /><ul><li>Google Analytics
Monitoring Social Media
Bit.ly</li></li></ul><li>Monitor Your Web Traffic<br />
Facebook Insights<br />Administrators can access demographic information about fans who “like” and visit their page <br />...
Trendistic<br />Watch what people are talking about<br />Enter keywords or topics<br />Graphs the use of keywords over tim...
Adjust strategy & messaging<br />Information about the followers you lost on Twitter<br />Shows tweets sent around the tim...
Track Clicks on Links<br />Makes links smaller so they can be tracked and tweeted <br />Original URL http://www.yoursite.c...
Paid Tools that measure performance<br />Subscription-based Email service <br />that allows you to track opens, bounces <b...
Monitor open rates & click throughs<br />
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Tools for assessing marketing effectiveness

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As New York State academic institutions face significant budget reductions, there is increasing pressure to quantify the results and impact of public relations, marketing, and advancement efforts. Accountability and return on investment (ROI) are a recurring theme in strategy and planning meetings. Michelle will discuss inexpensive, but valuable marketing tools that can stretch your budget while justifying the time, energy, and effort associated with implementing these tactics. From analytics reports to tagging ads to monitoring chatter on social networks, these ideas can enhance any marketing campaign. We will showcase online college search sites that connect you to your ideal student. We will demonstrate how behavioral, geographic, and contextual targeting can reduce “waste” and how layering social networking into the marketing mix will assist in developing a relationship with the target. Once this relationship begins, the online measurement tools we’ve presented will track students moving through the recruitment funnel, ultimately leading to the retention of qualified applicants.

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  • (
  • Determine the end goal. Is there a budget?Who is the audience we need to reach? What media do they consume?Who are the Influencers---how do we reach them?
  • Getting fans is just one step of creating a successful Fan Page. Creating interesting content, fostering user interaction, fostering relationships and building connections are important. Using insights along with other tools can help you figure out who is visiting your page.
  • We do cognitive eblasts for U of Mass &amp; STU, as well as RIT. This is a sample from U of Mass.
  • Tools for assessing marketing effectiveness

    1. 1. Assessing Effectiveness of Marketing Efforts<br />Presented by: Michelle Ashby &<br />Nicolette Hawks<br />SUNYCUAD <br />2010 Conference<br />
    2. 2.
    3. 3. Building Your System<br /><ul><li>Name the Project: website, e-newsletters, social media, open houses, brand launch, “Look Book,” etc…
    4. 4. Strategic Planning
    5. 5. Set Goals
    6. 6. Measure ROI
    7. 7. Monitoring ROI
    8. 8. Free Tools
    9. 9. Paid Tools
    10. 10. Develop Report</li></li></ul><li>TV Radio Print<br />Event Marketing<br />Public Relations<br />Online Media<br />Social Media<br />WebsiteBlog<br />E Mail<br />Collateral<br />
    11. 11. Project: Build relationship between accepted students and the university between acceptance and first semester, throughout college career<br />Goals<br />Achieve enrollment conversion of accepted students to 32%<br />Increase overall retention <br />With a budget of $21,000 <br />Sample Project<br />
    12. 12. Audience 17-18 year olds <br />Tactics Deployed: Mobile & Social Media <br />Create initial touch point to accepted students via mobile and social media platforms<br />Maintain communication to ease student transition<br />Develop system for easy deposit , enroll<br />Emergency alerts<br />Campus news, events & tips<br />Sample Project (cont.)<br />
    13. 13. Facebook Page<br />
    14. 14. Mobile (Text) Messages<br />
    15. 15. Customized Email Messages<br />
    16. 16. Email Tracking<br />
    17. 17. Campaign Performance <br />29% to date in conversions of accepted students (32%) <br />152 opt-in text message subscribers<br />40% average email open rate*<br />665 Facebook fans (“Likes”) & <br /> growing interaction on<br /> the page (up from 0)<br />*Industry average is 20%<br />Sample Project Performance<br />
    18. 18. Free Measurement Tools<br /><ul><li>Google Analytics
    19. 19. Monitoring Social Media
    20. 20. Bit.ly</li></li></ul><li>Monitor Your Web Traffic<br />
    21. 21. Facebook Insights<br />Administrators can access demographic information about fans who “like” and visit their page <br />Shows activity on a page, popularity of posts and how many are “hiding” from the News Feed<br />
    22. 22. Trendistic<br />Watch what people are talking about<br />Enter keywords or topics<br />Graphs the use of keywords over time and gives you access to the tweets where they appeared<br />http://trendistic.com<br />
    23. 23. Adjust strategy & messaging<br />Information about the followers you lost on Twitter<br />Shows tweets sent around the time they unfollowed you<br />Use this information to better understand what your followers want to hear more important, what they don’t want to hear!<br />http://tweeteffect.com<br />
    24. 24. Track Clicks on Links<br />Makes links smaller so they can be tracked and tweeted <br />Original URL http://www.yoursite.com/index.html?pointer&variable1=width&variable2=height&urls=verylong<br />Nowhttp://bit.ly/yoururl<br />Use shortened links everywhere!!!Emails, LinkedIn, Facebook, Twitter, <br /> blog posts, websites, etc.<br />
    25. 25. Paid Tools that measure performance<br />Subscription-based Email service <br />that allows you to track opens, bounces <br />and opt outs.<br />Also can customize & tailor messages. <br />Allowsyou to monitor online <br />display ad campaigns, track creative <br />& placement performance, <br />optimize campaigns while they are active.<br />(Few vendors can provide this service.) <br />Monitors social media chatter, <br />sentiment, share of voice<br />
    26. 26. Monitor open rates & click throughs<br />
    27. 27. Measuring Online Ad Performance<br />
    28. 28. Monitoring Social Media Chatter<br />
    29. 29. Paid Lead Generation<br />
    30. 30. Reporting ROI<br />xxx<br />x<br />
    31. 31. Planning Workshop<br />Project Brief<br />The following information provides an overview of the project, goals to<br />be achieved with tangible milestones and deadlines against a finite<br />budget and ROI analysis.<br /> <br />1.0 Brief description of the project and objective(s):<br />2.0 Desired outcomes (tangible, quantifiable goals):<br /> To increase from X to Y, and/or<br /> To improve…<br /> Other (please describe)<br />3.0 Demographic(s) for project or campaign:<br />3.1 Perception of the relevant deciders and influencers:<br />3.2 Geography (be specific: cities, towns, zip codes, states):<br />3.3 Psychographic information:<br />4.0 Tactics to be deployed:<br />(continued next page)<br />xxx<br />
    32. 32. Planning Workshop (cont.)<br />4.1 Supporting research that tactics will resonate with the demos<br /> <br />5.0 Challenges <br /> <br /><ul><li> Institution’s internal perception of the current problem/challenge</li></ul> <br /><ul><li> External barriers to achieving goals</li></ul> <br /><ul><li> Internal barriers</li></ul>6.0 Tools to be used to quantify progress towards objectives <br /> (Free Tools and Paid Tools)<br />6.1 Monitoring and reporting schedule <br />7.0 Cost analysis<br /> Project Budget $<br /> Project Cost at Completion $<br />  # of man hours used (x $/hr) $<br /> Out of pocket expenses $<br /> % of goal achieved (against original targets) <br /> A<br /> B<br /> C<br /> ROI (Project Cost at Completion/pre-determined metric)<br />  <br />8.0 Key learnings<br />xxx<br />
    33. 33. How to reach us585.340.1119 michelle@tippingpointmedia.comnicolette@tippingpointmedia.comwww.tippingpointmedia.comwww.facebook.com/TippingPointMediablog.tippingpointmedia.com/twitter.com/tippingptmedia www.linkedin.com/companies/tipping-point-media<br />THANK YOU<br />

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