Mobile, Digital, And Beyond: What s Working, What s New, What s Next!

Transcription

1 Mobile, Digital, And Beyond: What s Working, What s New, What s Next! NCMPR District 5 - Rochester 2018

2 Meet The Presenters Fia Prpic Anoka-Ramsey Community College And Anoka Technical College, Creative Director Kathi Swanson, Ph.D. CLARUS Corporation, President

3 Issues To Address What s Working! Understanding What Digital Tactics To Use In The Student Enrollment Journey Reaching The Right Audiences With The Right Tactics With the Right Messages Calculating ROI On Digital Campaigns What s New! New Tools And Tactics What s Next! Tactics In Development

4 What s Working!

5 Traditional Recruiting Funnel Image Credit: McKinsey & Co.

6 New Student Journey To Enrollment Image Credit: McKinsey & Co.

7 Search Social Media Programmatic Display And Search Digital Advertising Today

8 Dissatisfaction And Building Audience Personas

9 Targeting Opportunities To Hit The Trigger Search Google AdWords Targeting: Keywords, Location, Languages, Audience Topics Programmatic Targeting: Location, Age, Gender, Demographics, Interests, Lifestyles, Behavioral Characteristics Social Media Targeting: Location, Age, Gender, Demographics, Interests, Lifestyles, Behavioral Characteristics Programmatic Display Targeting: Location, Age, Gender, Demographics, Interests, Lifestyles, Behavioral Characteristics, CRM, Event Capture, Website Conquesting, Conversion Zone

10 New Student Journey To Enrollment Image Credit: McKinsey & Co.

11 Digital Campaigns That Hit The Trigger!

12 Introducing Anoka Technical College Anoka Technical College In Anoka, MN, North Central Minnesota Since 1967 Offers 35+ Career Programs Member Of Minnesota State System Serves More Than 2,800 Learners Offers Certificates, Diplomas, Associate In Applied Science Degrees Anoka Technical College is aligned with Anoka Ramsey Community College, serving more than 16,000 learners annually

13 Anoka Tech Student Body Total Headcount: 1,737 Average Age Is % Full-Time, 52% Part- Time 54.9% Female 76.6% White, 10.9% Black/African American, 4.8% Hispanic 18.3% First Generation

14 Marketing & Public Relations Department College Brand Identity And Positive Public Perceptions Creative Messaging And Design To Advance The College Five Person Department Chief Communications Officer Writer Project Manager (Open Position) Art Director/Graphic Designer Creative Director/Project Manager Marketing Assistant

15 Shift in Marketing Maintain Global Brand/Marketing ADD Marketing Individual Programs

16 Convergence Of Demand And Vendor Media Buyer Fees Alone More Than Campaign Budget Programmatic Display Charged By Impressions Only; Funds Not Used Up In Fees

17 Programmatic Tactics Proposed Capture Device IDs Of Prospects Searching For Identified Terms/Words Target Prospects As They Move Between Devices Conversion Zone(s): Established To Track Ad Recipients Who Visit The Campus After Receiving Or Clicking On An Ad Final Graphic To Report: Ads Delivered, Average Cost Per Ad, Total Clicks On Ads, Cost Per Click, Click Through Rate, Visits To College, Cost Per Visit

18 First Program To Market Medical Assistant Program Willing To Provide Information Good Employment Outlook Had Program Funds Available Had Support Of Dean Enrollment Was Low; Definition Of Success = Any Increase In Enrolled Students

19 Medical Assisting Campaign SIZES Standard Display 300x x90 160x600 Mobile 300x50 320x50 320x480 Ran December 8 to December 22, 2017

20 Supporting Digital Campaign Hwy 10 Signage HTML (For Admissions Use) Website Homepage Slide Social Media Post Press Release (Employer Profile, Employment Outlook, Etc.)

21 RESULTS Of First Campaign Prior To December 8 When Campaign Began: 7 Enrolled Students When Campaign Ended December 22: 13 Enrolled By Start Of Spring Semester: 24 Students Enrolled

22 Faculty Participation Required Online Form Established Run Dates Funds: $750 (Minimum); Faculty Handles IR/PO Process Prompt Response For Approvals And Processes Definition Of Success Dean Approval

23 Other Programs Administrative & Legal Administration Automotive Court Reporting Electronic Engineering Technology Emergency Medical Services Information Technology Machine Trades Occupational Therapy Practical Nursing

24 Today 22 Program-Specific Digital Ad Campaigns 4 Event-Specific Digital Ad Campaigns New! Digital Campaign Only For Fall Open House Animated Ads

25 Moving Forward Program Marketing Digital Marketing RFP Separate From General College Media Buy Continuing With Templates Expanding Animated Ads (GIFs) Developing Video Ads Geofence High Schools, Retail, And Food Service Outlets In Service Area

26 What s New!

27 Personalization In Digital Marketing Basis Of Personalized Remarketing/ Retargeting Is Pixels Track The Visitors Who Click Your Links, Then Analyze Insights About Your Audience Or Serve Ads To Them Later Universal Pixel Allows For One Pixel On Website And Retargeting Of Pages With Multiple Ads Personalizes Content

28 Connected TV Consumer Cutting Cable Cord Targeting: Zip Code, Addressable Geofencing

29 Video Ads Live Video Will Keep Growing YouTube, Facebook, Instagram Live Video Services So Keep Streaming Events More Likely To Attend If See A Live Stream Of An Event Video Ads A Must Studies Expect Video to Account For 80% Of Internet Traffic By 2019 Video Ads On Rise Simply Putting A Video On A Landing Page Increases Conversion Rate By 80% (HubSpot) Originality Is Key Interactive And Imaginative Content

30 What s Next!

31 GDPR Aftermath GDPR (General Data Protection Regulation) Severely Limits Gathering And Use Of Personal Data For A Variety Of Purposes Including Advertising And Imposes Huge Fines On Using Personal Information, Including URLs, Without Permission European Nations; Took Effect In May 2018 Expect New Laws And Regulations To Be Developed And Imposed Example: California Consumer Privacy Act Of 2018 To Take Effect January 1, 2020

32 Rise Of Smart Speakers Expect To See More Ads Amazon, Google, And Apple May Launch New Platforms Colleges Have To Think About The Difference Between Text And Voice Search

33 Rise Of Smart Speakers Today: Digital Advertising Content Relies On Phrases And Keywords That Target Written Search Queries Queries Are Expressed Differently Than The Words We Use In Everyday Speech Voice-Search Queries Are More Likely To Be Phrased In Everyday Speech Resulting In The Need To Create Content That Matches The Tone, Grammar, And Vocabulary Of An Everyday Spoken Language

34 Rise Of Smart Speakers Tomorrow: Adapting Marketing Content For Voice-Search Using Long Tail Keywords, Phrases, And Sentences, Instead Of Abstract Arrays Of Words Which Are Better Suited For Written Search Queries Anticipating The Specific Questions Consumers Are Making, And Creating Content That Has The Form Of An Answer You Would Get In Conversation Optimizing For Local SEO As Voice-Search Queries Usually Have Immediate Practical Significance For The Consumer

35 Personalizing At Scale - Chatbots Use Chatbots To Respond To Routine Inquiries AI Or Computer Program Which Conducts A Conversation Via Auditory Or Textual Methods Uses Keywords SMS Text, Website Chat Windows, And Social Media Services Across Facebook And Twitter To Receive And Respond To Messages Key Benefits Get Quick Turnaround To Questions, To Resolve A Complaint Or A Problem, To Get A More Detailed Answer To A Query, Reaching A Human Customer Service Agent Reduces Staff Time Needed To Respond To Inquiries

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37 Rise Of The Social CEO Fake News Is Making It Important For CEOs To Be Social Builds Trust With Stakeholders People Want To Hear News From The Source Ways For CEOs To Be Social College Blogs, Tweeting From Personal Accounts, Blog Posted On LinkedIn, Facebook Posts, Video Messages

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