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Interactive Internet Based University Marketing

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Interactive Internet Based University Marketing

  1. 1. Interactive Internet Based University Marketing Prepared by
  2. 2. Background <ul><li>Two years ago we developed a cutting edge student life video for the Denver campus of Johnson & Wales University. It was called The Real Deal. Parts of it are streamed on the Johnson and Wales website and the entire piece was used in direct marketing. </li></ul>
  3. 3. The Past and the Present <ul><li>A year ago we built a university wide interactive internet based admissions marketing program for Johnson & Wales University containing a university platform and campus modules for each of their five campuses. </li></ul>
  4. 4. We’re Here to Help You… <ul><li>We’re offering a turn key package of interactive internet based content for your website from start to finish as described herein. </li></ul><ul><li>We’re offering an opportunity for your university to take a leadership role in university marketing. </li></ul>
  5. 5. The Future Is Now <ul><li>Decisions about the future which are being made today will involve the entire communications matrix at a university. </li></ul><ul><ul><li>Some of the issues relevant to these decisions follow: </li></ul></ul>
  6. 6. University Prospects <ul><li>Marketing Messages </li></ul><ul><li>Mass media vs. personal media </li></ul><ul><li>University determined sequence vs. user determined </li></ul><ul><li>University centered vs. prospect centered </li></ul><ul><li>One-way vs. interactive </li></ul><ul><li>Responses -- To and from prospect </li></ul><ul><li>Immediate vs. long term </li></ul><ul><li>University controlled vs. Prospect controlled </li></ul><ul><li>Permission enabled or not </li></ul>
  7. 7. Product Definition <ul><li>In simple terms, interactive internet-based university marketing brings prospective target markets closer to your university by allowing them the opportunity to navigate your website in a personal, media rich, permission enabled, student centered, response driven, interactive environment. </li></ul>
  8. 8. Prospect /Target User <ul><li>Any prospect with broadband internet access is qualitatively the target that you want to reach. </li></ul><ul><ul><li>Forty percent of broadband subscribers had a household income of USD 75,000, compared with 20 percent of those subscribing to narrowband services. </li></ul></ul><ul><ul><li>The patterns emerging from Internet usage were consistent with those of other technologies, in which the wealthy and well-educated are among the early adopters and people in rural areas are the last to be reached.&quot; </li></ul></ul>
  9. 9. Product: Segments <ul><li>Interactive Content & Design </li></ul><ul><li>Interactive Video-On-Demand </li></ul><ul><ul><li>University Overview </li></ul></ul><ul><ul><li>Student Life </li></ul></ul><ul><ul><li>Classes </li></ul></ul><ul><ul><li>Individual College or School Overview/Facilities </li></ul></ul><ul><ul><li>Campus-Cam </li></ul></ul><ul><ul><li>Industry & Placement Outlook/Interviews </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>“ I” enabled School Shop </li></ul></ul>
  10. 10. Product: Segments (con’t.) <ul><li>User e-Mail Opportunities </li></ul><ul><li>E-links </li></ul><ul><li>User Survey </li></ul><ul><li>Options </li></ul><ul><ul><li>Online application </li></ul></ul><ul><ul><li>Application progress </li></ul></ul><ul><ul><li>Alumni(ae) Network </li></ul></ul>
  11. 11. Communication Strategies <ul><li>Provide the benefits of: </li></ul><ul><ul><li>personalization, </li></ul></ul><ul><ul><li>interactivity &. </li></ul></ul><ul><ul><li>immediacy. </li></ul></ul><ul><li>Align the university with the technological world . </li></ul><ul><li>Use rich media for affective impact. </li></ul>
  12. 12. Communication Strategies <ul><li>Target Prospective Students: Ages 13--18 </li></ul><ul><ul><li>They spend a lot of money. – Spending increased 28% to over $86 billion in one year </li></ul></ul><ul><ul><li>They work for their money </li></ul></ul><ul><ul><li>They exert a lot of influence on big ticket items </li></ul></ul><ul><ul><li>They’re wired – 71% of teen households own a personal computer </li></ul></ul>
  13. 13. Communication Strategies <ul><li>Target Prospective Students: Ages 13--18 </li></ul><ul><ul><li>From 1998 to 1999, the total number of hours teens spent online leapt from 57 million to 100 million per week--an increase of 75% </li></ul></ul><ul><ul><li>In the past five years, in-home PC time has increased nearly 50%, from less than 3 hours a week to over 5. Total time increased to over 7 hours a week. </li></ul></ul><ul><ul><li>Browsing the internet is their most popular online activity – 44%. </li></ul></ul>
  14. 14. Communication Strategies <ul><li>Other major teen online activities: </li></ul><ul><ul><li>Research for school – 43% </li></ul></ul><ul><ul><li>Sent/received e-mail – 35% </li></ul></ul><ul><ul><li>Visited a chat room – 27% </li></ul></ul><ul><ul><li>Played online games – 22% </li></ul></ul><ul><ul><li>Made friends/met new people – 17% </li></ul></ul><ul><ul><li>Listened to audio/watched video – 14% </li></ul></ul>
  15. 15. Communication Strategies <ul><li>Target significant university audiences— </li></ul><ul><ul><li>Parents </li></ul></ul><ul><ul><li>High school guidance counselors </li></ul></ul><ul><ul><li>The consultants who serve the above groups </li></ul></ul><ul><ul><li>Enrolled students </li></ul></ul><ul><ul><li>Staff </li></ul></ul><ul><ul><li>Faculty </li></ul></ul><ul><ul><li>Alumni(ae) </li></ul></ul><ul><ul><li>Corporate Partners </li></ul></ul><ul><ul><li>Donors </li></ul></ul>
  16. 16. System-wide Integration <ul><li>Interactive internet based university marketing ideally is a corporate identity element for all of the university’s marketing and communication programs. </li></ul>
  17. 17. Implementation -- Feasibility <ul><li>Phase I – Meet w/ designated team to determine the desirability of a system-wide commitment to this program. </li></ul><ul><li>Phase II – Set a goal to define priority content areas appropriate for immediate implementation of interactive internet based university marketing. </li></ul>
  18. 18. Implementation -- Feasibility <ul><li>Phase III – Set a long term goal of developing and implementing all relevant content areas. </li></ul><ul><li>Phase IV – Set a budget to fund a 1 or 2 year development, implementation and measurement schedule. </li></ul><ul><li>Phase V – Develop creative methods and means to market and draw attention to the site, once developed, with traditional media and new communication tactics. </li></ul>
  19. 19. Implementation – <ul><li>Define the success metrics and limitations. </li></ul><ul><ul><li>Together we should establish our concept of success in this initiative. </li></ul></ul><ul><ul><li>We should anticipate by-products and applications not defined at the beginning of the initiative. </li></ul></ul><ul><ul><li>We must look for ways in which we can support the mission of your university and enhance the image of the university with all of its audiences. </li></ul></ul>
  20. 20. Success Metrics <ul><li>First year goals </li></ul><ul><ul><li>Reach prospects not currently reached </li></ul></ul><ul><ul><li>Increase value perception of the university </li></ul></ul><ul><ul><li>Identify all areas where interactive internet based marketing apply </li></ul></ul><ul><ul><li>Develop benchmarks for year 2 </li></ul></ul><ul><ul><li>Identify areas of weakness </li></ul></ul><ul><ul><li>Survey internet users online & develop a profile of the user and related satisfaction levels </li></ul></ul>
  21. 21. Success Metrics <ul><ul><li>Assess growth of application and inquiry submissions once modules are implemented </li></ul></ul><ul><ul><li>Measure “clicks” from site text to video server </li></ul></ul>
  22. 22. Success Metrics <ul><ul><li>Measure “clicks” from video server to university’s site. </li></ul></ul><ul><ul><li>Track “clicks” from video to app/inquiry form/e-mails. </li></ul></ul><ul><ul><li>Track “clicks” from one level of the site into the deeper levels of interactivity. </li></ul></ul>
  23. 23. Success Metrics <ul><ul><li>Code applications & track movement from accepted to enrolled students. </li></ul></ul><ul><ul><li>Develop user survey to judge effectiveness of improved site. </li></ul></ul>
  24. 24. Success Metrics <ul><ul><li>Track online applications in relation to student quality index to determine changes in quality of student application. </li></ul></ul><ul><ul><li>Compare current email questions with future email questions to determine if information is addressing student’s concerns. </li></ul></ul>
  25. 25. Success Metrics <ul><li>Measures of success/failure </li></ul><ul><ul><li>Were goals achieved? </li></ul></ul><ul><ul><li>At what costs? Cost effective? </li></ul></ul><ul><ul><li>Is the University’s mission supported in tangible ways? </li></ul></ul><ul><li>Requirements for success </li></ul><ul><ul><li>Intellectual commitment to risk-taking </li></ul></ul><ul><ul><li>University resources as an investment </li></ul></ul>
  26. 26. Budget Elements <ul><li>Planning retainer – $4,000/month </li></ul><ul><ul><li>To include all meetings with admissions, communication and information technology personnel (does not include transportation or lodging) </li></ul></ul><ul><ul><li>To include research & a recommendation regarding software support in terms of access, traffic and transaction analysis, visitor routing, and response channels </li></ul></ul>
  27. 27. <ul><li>Video -- $30,000/interactive content module. </li></ul><ul><ul><li>The ability for specific content areas to be covered in one or more modules . </li></ul></ul><ul><ul><ul><li>a. A module = 1 subject area containing 5 video clips & 5 hyperlinks. </li></ul></ul></ul><ul><ul><ul><li>b. Video interactivity would be determined by functional necessity. </li></ul></ul></ul><ul><ul><ul><li>c. Module pricing should include 5 days of shooting (including the editing of that footage). </li></ul></ul></ul>Budget Elements
  28. 28. Budget Elements <ul><li>Master Design for Interactive Content Modules -- $40,00 </li></ul><ul><ul><li>Conceptual Design </li></ul></ul><ul><ul><li>Review all existing footage from university sources </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><ul><li>Hierarchy </li></ul></ul></ul><ul><ul><ul><li>Script </li></ul></ul></ul><ul><ul><ul><li>Graphics </li></ul></ul></ul><ul><ul><ul><li>HTML Pages </li></ul></ul></ul><ul><ul><li>Production </li></ul></ul><ul><ul><ul><li>Video Editing </li></ul></ul></ul><ul><ul><ul><li>HTML Production </li></ul></ul></ul><ul><ul><ul><li>Graphics </li></ul></ul></ul>
  29. 29. Thank You

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