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.

1. Assessing Effectiveness of Marketing Efforts Presented by: Michelle Ashby & Nicolette Hawks SUNYCUAD 2010 Conference

4. Strategic Planning

5. Set Goals

6. Measure ROI

7. Monitoring ROI

8. Free Tools

9. Paid Tools

11. Project: Build relationship between accepted students and the university between acceptance and first semester, throughout college career Goals Achieve enrollment conversion of accepted students to 32% Increase overall retention With a budget of $21,000 Sample Project

12. Audience 17-18 year olds Tactics Deployed: Mobile & Social Media Create initial touch point to accepted students via mobile and social media platforms Maintain communication to ease student transition Develop system for easy deposit , enroll Emergency alerts Campus news, events & tips Sample Project (cont.)

13. Facebook Page

14. Mobile (Text) Messages

15. Customized Email Messages

16. Email Tracking

17. Campaign Performance 29% to date in conversions of accepted students (32%) 152 opt-in text message subscribers 40% average email open rate* 665 Facebook fans (“Likes”) & growing interaction on the page (up from 0) *Industry average is 20% Sample Project Performance

19. Monitoring Social Media

21. Facebook Insights Administrators can access demographic information about fans who “like” and visit their page Shows activity on a page, popularity of posts and how many are “hiding” from the News Feed

22. Trendistic Watch what people are talking about Enter keywords or topics Graphs the use of keywords over time and gives you access to the tweets where they appeared http://trendistic.com

23. Adjust strategy & messaging Information about the followers you lost on Twitter Shows tweets sent around the time they unfollowed you Use this information to better understand what your followers want to hear more important, what they don’t want to hear! http://tweeteffect.com

24. Track Clicks on Links Makes links smaller so they can be tracked and tweeted Original URL http://www.yoursite.com/index.html?pointer&variable1=width&variable2=height&urls=verylong Nowhttp://bit.ly/yoururl Use shortened links everywhere!!!Emails, LinkedIn, Facebook, Twitter, blog posts, websites, etc.

25. Paid Tools that measure performance Subscription-based Email service that allows you to track opens, bounces and opt outs. Also can customize & tailor messages. Allowsyou to monitor online display ad campaigns, track creative & placement performance, optimize campaigns while they are active. (Few vendors can provide this service.) Monitors social media chatter, sentiment, share of voice

26. Monitor open rates & click throughs

27. Measuring Online Ad Performance

28. Monitoring Social Media Chatter

29. Paid Lead Generation

30. Reporting ROI xxx x

31. Planning Workshop Project Brief The following information provides an overview of the project, goals to be achieved with tangible milestones and deadlines against a finite budget and ROI analysis. 1.0 Brief description of the project and objective(s): 2.0 Desired outcomes (tangible, quantifiable goals): To increase from X to Y, and/or To improve… Other (please describe) 3.0 Demographic(s) for project or campaign: 3.1 Perception of the relevant deciders and influencers: 3.2 Geography (be specific: cities, towns, zip codes, states): 3.3 Psychographic information: 4.0 Tactics to be deployed: (continued next page) xxx

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 THANK YOU