CLARUS Corporation. Kathi J. Swanson, Ph.D. President

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2 CLARUS Corporation Kathi J. Swanson, Ph.D. President

3 Why Mobile? Why Now? Understand The Use Of Smartphones By Consumers And Potential Community College Students Mobile Advertising Learn To Design A Mobile Phone Campaign, Types Of Ads Utilized, The Differences In How To Target Audiences, And Determining Campaign Performance

4 Community College Usage Of Mobile Advertising Explore Examples Of How Community Colleges Are Using Mobile Advertising To Reach Current And Prospective Students Texting Is Not Just For Emergency Communications Anymore Explore How A College Can Utilize Texting For Non- Emergency Communications

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6 Why Mobile? Why Now? 90% Of Adults Have A Cell Phone; 98% Between The Ages Of % Of Consumers Use Mobile As Primary Means Of Going Online 1 91% Of People Keep Their Phone Within 3 Feet Of Themselves 24 Hours A Day, 365 Days A Year 2 On Average People Spend 2h 42m On Mobile Each Day 86% Of Time On Mobile Is Spent In Apps 3 Sources: 1 Pew Research 2 Morgan Stanley 3 Flurry

7 Why Mobile? Why Now? Mobile ads perform 4-5 times better than online ads in key metrics such as brand favorability, awareness, and purchase intent 1 Revenue per mobile click is almost double of a PC click 2 Sources: 1 Adobe 2 imedia

8 Why Mobile? Why Now? Mobile Coupons Provide 10X Higher Redemption Rate Than Print 1 47% Of Mobile Consumers Want Retailers To Send Coupons To Their Devices When They Are In Or Near The Store 2 Nearly 50 Million Consumers Will Use Mobile Coupons This Year 3 Think: Food Service, Book Store, Events, Employment Services. Sources: 1 FunMobility 2 Loyalty360 3 emarketer

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10 90%+ All Groups Have Internet Access Adults Most Likely To Use Desktop, Laptop, Smartphone Students Most Likely To Use Laptop And Smartphone Netbooks/ Tablets Utilized By Adults With Higher Education Levels

11 Operating Systems Apple (ios) Android Depends On Your Market/ Phone Companies/ Phones Offered Majority Have Phone With Them 24/ 7 Alarm Clock To Phone Calls Sleep Texting Daily Activity Apps Travel, Banking, Etc. Homework Communicating With Faculty

12 Text Daily (85%+) Accessing Social Media Browsing The Internet Phone Calls Calendar, Notes, Etc. Sharing Photos Games Maps/ GPS Watching YouTube Videos Watching Movies/ TV Reading Books

13 1. Facebook 2. YouTube 3. Google Maps 4. Pandora 5. Instagram 6. Google+ 7. Snapchat 8. Weixin/ WeChat 9. Twitter 10. Skype 11. Candy Crush Saga 12. WhatsApp 13. Facebook Messenger 14. Subway Surfers 15. Flashlight 16. Temple Run Flappybird 18. Foursquare 19. Shazam 20. Flickr 21. Yelp 22. Vine Colleges Having Success Advertising On These

14 Transitioned From Radio To ipods To Cell Phones Listen To Music All Day Helps Them Tune Out All The Other Messages Pandora (60%+) YouTube (60%+) Cell Phone itunes CDs Radio Primarily In The Car

15 Pandora Spotify Beats Music Rhapsody iheart Radio SoundCloud Xbox Music Shazam Slacker Radio SoundHound Songza Rdio

16 1. Facebook (80%+) 2. Twitter (3-5%) 3. LinkedIn 4. Pinterest 5. Google+ 6. Tumblr 7. Instagram 8. VK 9. Flickr 10. MySpace 11. Tagged 12. Ask.fm 13. Meetup 14. MeetMe 15. Classmates

17 Marketing Implication: Usage 24/7 Of Phones

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19 Predicted That Mobile Web Usage Will Surpass Desktop Web Usage By 2015 Mobile Website Mandatory 50% Of Local Web Searches Done On A Mobile Phone Rather Than Trying To Sort Through Which Apps And How To Place Ads Within Apps, Explore Targeting Using The Mobile Phone

20 Why Mobile? Why Now? Mobile has CHANGED THE GAME of businesses Your competitors are already there advertising spending up 83% this year to $18 Billion In 2014 mobile advertising spending projected to surpass radio, newspaper and magazines $58.3 Billion = projected advertising spending by 2018 Source: emarketer

21 Target variety of mobile devices: ios Android All tablets What is Mobile Advertising?

22 What is Mobile Advertising? Types of Mobile Advertising: Banners Types of Mobile Advertising: Interstitials Video

23 Define Campaign Objectives & KPIs Branding Awareness to customers Engagement Call to action (Form fill, directions, downloads, phone calls, website visits) Application Downloads Install apps on mobile and tablet devices Determine your reach Available? Compete? Dominate? Available Compete Dominate

24 Create Campaign Content Promote products/ services: Open enrollment Campus co-op/ bookstore Food services Compare yourself to a competitor Connect with emotion pride, empowerment, inspire Leverage images and themes used in other media tied to the brand

25 Content Best Practices Keep it simple! Visuals & strong CTAs have the best response and recall rates Brand Name needs to be above the upper fold, readable and in bright colors Keep text minimal less is more Focus on a single item Strong call to action combined with a discount/ coupon will perform best

26 Competitors Already Using Mobile

27 Define Audience Segment Demographic Geographic Household Technology Location data isn t everything Need to consider and incorporate Demographics Interests, POIs Behavioral patterns Device Intent Context

28 Define Audience Segment Geo-aware Target consumers by area - zip code, city, state or POI Geo-fence Target consumers within the radius of store location or POI Clustering Target consumers who have been in or frequent the geo-fence, combined with demographic data Conquesting Target competitors within a geofence Weather based targeting Target by above or below a certain temp Weather type (light/ heavy rain, light/ heavy snow, damaging winds, hail) o Forecasted weather, current conditions or conditions in the last hours Context/ Behavioral Targeting Target the user by content they are viewing using keywords and phrases

29 Audience Segment Examples Career Change/ Job Seeker Veterinary Assistants High-school educated working adult with low income High school educated petowners with interest in animals Trade School Budget-conscious student Male sports enthusiasts in rural areas Late teens living in single parent households

30 Community College Case Study Goal Increase interest in local community college for Spring semester Solution Targeted consumers age in multiple counties throughout Northern Midwestern State with various creative sizes Analyzed traffic by applying UpSnap s consumer analytics tool to identify audience profile of respondents Optimized with contextual targeting (by category) Further optimized by opening campaign to off-hours (5pm 8am) and focusing on 320x50 creative size Results Drove just under 4,000 clicks to customer s landing page in just 5 weeks 0.62% click through rate (CTR) 95% of secondary actions from 320x50 creative Saw multiple secondary actions Calls Website Visits Maps Increased website traffic with offhours campaign

31 Community College Case Study Goal Increase interest in local community college for spring semester Solution Targeted consumers age in Pacific State with 320x50 banner ad Created two landing pages and measured performance based on on-hours and off-hours Results Drove over 511,500 impressions and 2,800 banner clicks for a 0.55% CTR Average of 93 clicks per day Off-hours campaign produced 72% of secondary actions Strong secondary results Clicks to Enroll Now Clicks to Call Clicks to Website Clicks to Map

32 Give Us Examples Of Audiences You Want To Reach!

33 Measure Campaign Performance 24/7 access to your real-time campaign analytics Impressions Click Through Rate (CTR) Secondary Action Rate (SAR) Calls Form fills Website visits Coupon redemption App downloads In-store lift

34 Key Takeaways 1. Determine objectives & KPIs upfront and make sure they are measurable 2. Create engaging content Provide content with best practices in mind No designer, no problem! No mobile site, no problem! 3. Define your target audience Help shape the target and let the professionals define your audience segment 4. Partner with a mobile partner that you can trust If your plans don t include mobile, your plans are not finished. Wendy Clark, Senior VP, Integrated Marketing Coca-Cola Companies

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36 Surveys Of Community College Students Indicate Texting Increasingly Better For Timely Communications Growing From 20 To 40 To 60 To 80 Percent Would Allow College To Text Information Information That Can Be Texted Timely Reminders, Important Updates Faculty Are Using Personal Phones To Text Students Does It Need To Be An Official Communication Channel For The College?

37 Autodialed Calls To Mobile Numbers FCC Rule: No Telemarketing Call Or Text May Be Made To A Consumer s Cell Phone Using An Automatic Telephone Dialing System (Robo-Calls) Or Anything That Dials Without Human Intervention Text Messages/ SMS Are Considered Same As Phone Calls And Must Be Handled The Same, Including Do Not Call Processing

38 Written Consent Requirements FCC Rule: Consent May Not Be Implied Or Buried In Privacy Documents Or Terms And Conditions Of A Website Consent Must Be Obtained In A Written Agreement, Which Includes A Signature Electronic Signature Is Sufficient In Accordance With The E-SIGN Act Agreement Must Specifically Indicate The Seller To Whom Consent Is Being Provided Cannot Be Sold

39 Must Include Consumer s Cellular Number Consumer Must Indicate An Affirmation Of Agreement Agreement Must Clearly And Conspicuously Disclose Person Authorizes College To Make Calls Calls Will Be Made Using An ATDS or Mobile Marketing Service

40 Methods For Obtaining Consent Physical Forms Customer Agreement/ Contracts Order Forms Business Reply Forms s/ Mobile Campaigns Replies From Consumers Directing Consumer To A Webpage To Provide Consent Wireline Calls Customer Service Part Of Admission Process

41 Record Keeping Obligates College To Show Burden Of Proof To Show Consumers Provided The Written Consent Records Should Be Kept For Seven Years From The Last Date Of Consent Review Record Keeping Procedures To Ensure Compliance

42 System Implementation Internal Software Emergency Text System Can Be Utilized Contracting Out Companies Provide Services Just Like Providers Maintain Lists Easy To Use 5 Cents Per Text Examples

43 SMS Short Message Service Sent To And From A Cell Phone Advantage Brief, Effective, Inexpensive Limited To 160 Characters Uses Reminders For Appointments, Deadlines, Dates

44 Keywords Unique Term (Letters And/ Or Numbers) That People Can Use To Communicate With You Via AShort Code Purchase a keyword (such as "MRXYZ") and a corresponding short code is set. Customers can then send a message containing the Keyword MRXYZ to to automatically join your group messaging list. Software will automatically respond to them, with a customizable message confirming that they have joined ("opted-in" to) your group SMS list.

45 Keywords Allows Unsubscribing Can Use Multiple Keywords To Target Different Groups Of People Measure Campaigns

46 Collecting Mobile Numbers Widgets For Website, Facebook Page, Templates Keywords Applications Mobile Campaigns Interest Cards (Paper And Electronic) Keywords Allows Unsubscribing Can Use Multiple Keywords To Target Different Groups Of People Measure Campaigns

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51 Why UpSnap? We Deliver Audiences, Not Sites. UpSnap provides highly-targeted, data-driven mobile advertising to attract the ideal audience for brands big and small. Combining first-party proprietary data and real-time analytics, UpSnap goes beyond location to deliver site agnostic and resultsdriven campaigns that produce qualified, engaged customers. UpSnap tailors each campaign to align with unique business goals, delivering the right customers for more meaningful exposure and better business results.