Turn and Talk. Two to Tango: The Case for Print and Digital Together J. Aromin and S. Mead, Whitby School

Transcription

1 Turn and Talk Think about a specific fundraising or admissions initiative you ve promoted. Brainstorm with your neighbor about the following questions: What was your strategy? How did you allocate your resources? (ie: budget, team) How did you measure success? What challenges did you face?

2 Importance of Omni-Channel Marketing

3 But first...what is omni-channel marketing?

4 But first...what is omni-channel marketing? Consistently and strategically leveraging many channels to provide customers with an integrated shopping experience

5 Consistency Are you conveying the same message and feeling across all channels? Strategy Are you focused on your goals when leveraging these channels?

6 Why is it important to leverage many channels at once?

7 Why is it important to leverage many channels at once? Brand Awareness Brand Identity

8 6-8 Touchpoints To generate a viable sales lead - Salesforce.com, 2015

9 Suggestions on when to use omni-channel marketing:

10 Suggestions on when to use omni-channel marketing: Leading up to key Admissions event (i.e. Open House, visiting days) In line with Advancement initiatives (Gala, Annual Fund, Capital Campaign)

11 Case Study: Whitby School Spring Marketing Campaign

12 Goals of Spring Marketing Campaign Qualitative: Increase brand awareness Promote success of our 8th grade graduates and secondary school program Demonstrate value of N-8 continuum Capitalize on private school s quiet promo period to reach public school prospects Quantitative: Increase YOY inquiries, apps, and campus visits

13 Landing Page Goals Create a central campaign hub to showcase student profiles and track print and online media traffic; leverage as an opportunity to capture addresses for strategic follow up

14 Videos Goals Demonstrate the power of Whitby s continuum and increase engagement through storytelling

15 Print Advertisements Goals Increase brand awareness about campaign, traffic to landing page; leverage relationships for package deals

16 Dedicated E-Blasts Goals Drive measurable referral traffic to the landing page and reach key parenting constituents

17 Ed Consultants, Feeder Schools, Relo Agents Goals Nurture relationships, increase positive word of mouth about Whitby

18 PR/Community Outreach Goals Increase brand awareness and positive buzz about Whitby graduates

19 Community Events Goals Increase brand awareness, visibility by current parents, prospects and others as a partner in the local community

20 Social Media Video Total Views (3+ seconds) Minutes Viewed Link Clicks Malia ($100) 2, Max ($50) 1, Sophia ($100) 5,160 1, Goals Increase awareness and engagement, provide additional touch points for prospects, engage current families

21 Direct Mail Goals Create awareness, drive leads to website for more information, track effectiveness with unique links

22 Direct Mail Goals Create awareness, drive leads to website for more information, track effectiveness with unique links Sent to 18,000 people and saw 316 landing page views the weekend it hit

23 to Internal Families Goals Engage current families, drive excitement for upcoming school year, repurpose content for retention

24 YOY Activity (April 3-June 30) # of Tours Scheduled: 38 # of New Inquiries: 56 # of New Applicants: 18

25 YOY Activity (April 3-June 30) # of Tours Scheduled: # of New Inquiries: # of New Applicants: 51 18

26 Challenges Determining types of channels to leverage

27 Challenges Determining types of channels to leverage Ideation process/evolution of idea over time

28 Challenges Determining types of channels to leverage Ideation process/evolution of idea over time Logistics

29 Challenges Determining types of channels to leverage Ideation process/evolution of idea over time Logistics Short turnaround time

30 Successes Campaign capitalized on a time when other private school campaigns weren't running

31 Successes Campaign capitalized on a time when other private school campaigns weren't running Getting crafty with a limited budget

32 Successes Campaign capitalized on a time when other private school campaigns weren't running Getting crafty with a limited budget Parent designer who knows the school well

33 Successes Campaign capitalized on a time when other private school campaigns weren't running Getting crafty with a limited budget Parent designer who knows the school well Opportunity to repurpose content for future audiences

34 Successes Campaign capitalized on a time when other private school campaigns weren't running Getting crafty with a limited budget Parent designer who knows the school well Opportunity to repurpose content for future audiences The numbers showed this is a concept that worked!

35 Tips for Success with Omni-Channel Marketing Know your ideal audience

36 Tips for Success with Omni-Channel Marketing Know your ideal audience Keep your goals at top of mind; ensure you are defining and measuring success

37 Tips for Success with Omni-Channel Marketing Know your ideal audience Keep your goals at top of mind; ensure you are defining and measuring success Consistency is key! Determine the look and stick to it

38 Tips for Success with Omni-Channel Marketing Know your ideal audience Keep your goals at top of mind; ensure you are defining and measuring success Consistency is key! Determine the look and stick to it Seek out package deals with magazines, newspapers, bloggers

39 Tips for Success with Omni-Channel Marketing Know your ideal audience Keep your goals at top of mind; ensure you are defining and measuring success Consistency is key! Determine the look and stick to it Seek out package deals with magazines, newspapers, bloggers Leverage existing community partners

40 Tips for Success with Omni-Channel Marketing Know your ideal audience Keep your goals at top of mind; ensure you are defining and measuring success Consistency is key! Determine the look and stick to it Seek out package deals with magazines, newspapers, bloggers Leverage existing community partners CAPTURE LEADS AND DATA ALONG THE WAY!

41 QUESTIONS?

42 Let s Stay Connected! Josh Aromin Sarah Mead jaromin@whitbyschool.org smead@whitbyschool.org