Maximizing Lists With Digital #CarnegieConf

Transcription

1 Maximizing Lists With Digital #CarnegieConf

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3 The Good News We often know something about who we want to recruit: name, where they live, where they work, where they go to school, etc. We can buy names using very specific criteria The list data we get is very clean compared to other industries The Bad News Overlap of list buying with competitors Students apply and are accepted at multiple institutions Some of our methods to communicate with them can get expensive, limiting the number of contacts we can make Non-compliant prospects: we have to find them other ways How do we stand out?

4 Get out of the box!

5 Let s define a List!

6 What do we have for lists? Undergraduate Graduate / Adult Search buy lists Inquiry lists Applied students Accepted students Lists of feeder high schools & community colleges Retargeting lists Search buy lists Inquiry lists Applied students Accepted students Lists of businesses Employers with tuition assistance agreements Hospitals / Medical centers Military bases Retargeting lists

7 Traditional marketing still has a place Make it work harder!

8 What strategies are out there?

9 Lists of Names

10 IP Targeting: Insert List Here Target IP addresses of specific student list Search buy lists Inquiry pool Applied students Accepted Students Alumni Segment your list and customize message Reaches influencers within the home, not just the prospective student Stay in front of them throughout the decision process Push reminders about event dates & deadlines Create frequency of message Time to enhance other communications

11 Purchased and Inquiry Lists

12 Lists for Yield Efforts

13 Facebook & Instagram Feeds Target social media feeds of specific student list Search buy lists Inquiry pool Applied students Accepted Students Alumni Segment your list and customize message Utilize social media as another channel to reach them l Stay in front of them throughout the decision process Push reminders about event dates & deadlines Ability for them to share posts

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15 Rooftop IP Targeting: Insert Locations Here Target IP addresses of specific non-residential addresses Employers Community & 2 year colleges Hospitals & Medical Centers Create relevant messages for these locations Grow awareness to top feeder locations

16 Geo-Fencing: Insert Locations Here Capture mobile devices who enter specific locations High Schools Employers Community & 2 year colleges Hospitals & Medical Centers Build the audience for future message delivery Grow awareness to top feeder locations Ads appear on mobile devices Message to this audience anywhere

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18 Mobile Footprints: Build the list! Capture mobile devices who enter specific locations High Schools Employers Community & 2 year colleges Hospitals & Medical Centers Build the audience for future message delivery Identify additional locations where devices go IP target into those homes once identified Reverse engineer a target list

19 Look-A-Like Targeting Find more prospects who look like critical lists you have Applied students Enrolled students Site visitors Certain segments of your lists Profile lists with offline data, then reach with IP targeting like households Look-A-Like audiences can be built within several channels Display advertising: outreach and retargeting Facebook Use to build a larger list to target

20 Retargeting: Yes! It s a list.

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22 Leverage Retargeting list for search: RLSA Prospects in retargeting audience can receive different paid search ads Can utilize even if not running full PPC campaign Traffic to the site becomes the list Paid Search Ad RLSA Ad

23 Similar audiences for search Use RLSA to reach audiences similar to your Retargeting list Can utilize even if not running full PPC campaign Prospects similar to the traffic to the site becomes the list

24 Lesson in multi-channel marketing

25 CarnegieComm.com