Building Branding and Awareness Through Online Display

Transcription

1 Building Branding and Awareness Through Online Display Alexa

2 Allison Goodin Director of Marketing & Communication, Cedar Crest College

3 #BeThere

4 Higher Ed Marketing Landscape Students are savvy shoppers with lots of choices More competition than ever Everyone sounds the same How to stand out from the pack?

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6 Four Truths of Higher Ed Branding 1. Branding is not a logo or tagline; instead, good branding will build awareness and improve recognition. 2. Where there is choice, branding is necessary. 3. Branding is your authentic personality. It s what makes your institution different from the competition. 4. Branding will feed prospect and lead generation.

7 1. Branding is Not a Logo or Tagline

8 A great brand deserves a great logo. But logos alone cannot make your brand great.

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10 2. Where There is Choice, Branding is Necessary

11 1967 Strongest predictor of college choice was distance from home Today Strongest predictor of college choice is brand

12 #BeThere

13 3. Branding is Your Authentic Personality

14 Personality Archetypes

15 4. Branding Will Feed Prospect and Lead Generation

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18 Make a Splash With Online Display

19 20% Of time online is spent searching 80% Of time is spent outside search across websites, mobile, YouTube, and Gmail

20 Display Ad Reach Google s Display Ad Network (GDN) reaches 2 million+ websites, videos, and mobile apps around the world

21 Display Ad Impact on Search 49% More likely to visit an advertiser s site 40% More likely to Search for a brand Create demand Capture demand

22 Why Display Matters Branding Places your message in front of those not yet seeking you Drives search Creates frequency of message Can deliver specific calls to action

23 How to Reach Your Audience Behavioral targeting Demographic targeting Household targeting Lists Locations people frequent/visit Because they ve visited your website

24 How to Reach Your Audience Demographics: Age Gender Household income H.S. student residing Academic level

25 Audience Select All households in designated geography Only secondary school students Household Income The most precise digital marketing tool in display marketing for higher education Layer in academic profile

26 Targeting With Lists Undergraduate Search buy Inquiry Applied students Accepted students Feeder high schools Community colleges Graduate/Adult GMAT/GRE lists Inquiry Applied students Accepted students Feeder businesses Employers with tuition assistance agreements Hospitals/medical centers

27 IP Targeting Target IP addresses of mailing lists Link offline and online Customize message based on list type/segment Time with your traditional mediums: DM, Connect across a household Create frequency of message

28 Search/Prospects List

29 List for Yield Efforts

30 Alumni Lists

31 Lists on Social Media

32 Look-Alike Find more prospects who look like those lists Profile lists with offline data and build look-alikes across several channels Display advertising Retargeting Social media

33 Target Prospects Based on Key Locations Geography Places they frequent o School o Work

34 Geotargeting Target geographically by: Country Region State County, metro areas/dma, ZIP code Mileage radius

35 Pro Tip Customizing messages based on location increases the relevancy of your marketing and increased relevancy improves engagement.

36 Rooftop IP Targeting Target IP addresses of nonresidential locations Create relevant messages for each location Grow awareness at feeder locations Target: Businesses, community and 2-year colleges, hospitals, and medical centers

37 Geofencing/Mobile Location Targeting Capture mobile devices that enter specific locations Build audiences for future delivery Grow awareness to feeder locations Mobile delivery Message appears to this audience anywhere Target: High schools, businesses, community and 2- year colleges, hospitals, and medical centers MOBILE LOCATION TARGETING

38 Mobile Footprints Capture mobile devices that enter specific locations Build audience for future delivery Grow awareness at top feeder locations Identify additional places where devices go IP Target into those homes once identified

39 Retargeting Stay in front of students who have shown interest

40 Why Retargeting 98% Leave a website without completing a conversion 80% Abandon a conversion without completion 49% Typically visit a site 2-4 times before converting

41 Pro Tip Don t Retarget to every single person who lands on your site.

42 Bucket and Segment Your Website Traffic General admission pages Specific program pages Open house event registration Student search landing pages Apply page Financial aid page Accepted students

43 Pro Tip Have different Retargeting ads based on pages visited to be relevant and drive conversion.

44 Retargeting

45 There s More Than One Way to Display Traditional banner ads Text ads Rich media Responsive ads Social Media

46 Pro Tip Use Display advertising as a trial balloon for secondary/tertiary markets before committing to a search buy in those areas.

47 Pro Tip Run Display advertising in your core markets before and during search mailings.

48 Branding on Social Media

49 Your Social Media Cheat Sheet

50 The Power of Display Display is not about clicks; It s about delivering impressions to the right audience so they become familiar with your brand to lead to conversion Display boosts other marketing campaigns by creating awareness and interest Search/organic often drive last click but those conversions influenced by the power of display #BeThere

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