Designing and Executing an Integrated Marketing Campaign for Your Certification Program

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Arnold Edwards
6 years ago
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1 Designing and Executing an Integrated Marketing Campaign for Your Certification Program

2 Outline Understanding our Niche Market: Why Credentials are Different Products Design and Execution Process: Considerations: When and why you should run a marketing campaign? Customer: Who is the right audience? Channels: How should you distribute your message? Change: What metrics do you track? How do you measure goals? Integrate it!

3 Note This is most appropriate for certification staff Licensing organizations have a very different need and cause for marketing This presentation is not aligned to that need

4 Introductions Rory McCorkle, MBA, Ph.D. President Manny Straehle, Ph.D. Chief Assessment Officer

6 Example: Toyota Game of LIFE with Prius c Twitter

8 8,200,000,000 8,600,000,000

9 How is Certification Different? Few credentialing programs have instant brand recognition We

10 Typical Purchase Process Problem Recognition Information Search Alternative Evaluation Purchase Decision Post- Purchase Behavior

11 How is Certification Different? We have a longer purchasing decision cycle Most credentials are not cheap products Most credentials involve a qualification process it is not as simple as paying and getting a product

12 How is Certification Different? Most credentials do not have instantaneous reward When we buy a product, we immediately get to use it and are rewarded through this behavior Same process does not necessarily occur with credentials

13 What should you consider?

14 First What are your goals? Are you trying to expand to include new customers? Are you trying to better leverage your existing customers? Are you seeking to increase the number of paid applicants? Are you seeking to increase the proportion of those who apply and pay? Are you looking to boost recertification?

15 First Acquire Customers Maintain the Pipeline Retain Customers

16 Considerations: When and Why Goals determine the why Acquisition may be due to decreasing applicant numbers, despite a strong core of renewing credential holders Pipeline management may be needed because of the percentage of applicants who never pay Retention may be driven by low renewal percentages

17 Considerations: When and Why When: Ensure that you have the proper elements in place Define your goals Define how you will measure your goals (more about that later ) Commit the proper expenses and resources Identified your target audience and channels

18 Customer: Who

19 Customer: Who Pick your target segments: Industry Geography Job Level Age

20 Customer: Who Your Target Segments

21 Customer: Who Your Target Segments

22 Customer: Who Your Target Segments

23 Customer: Who Your Target Segments

24 Channels: How What s the cheapest channel with lowest cost per prospect gained? Viral or direct referral Consider modeling after refer a member programs Example: Each credential holder who refers a prospect who pays, receives dollars off recertification

25 Channels: How More cost / user Traditional PR Business Development Lead generation Web marketing Radio TV Less cost / user Virtual Social Media Blogs Search Engine Optimization (SEO) Search Engine Marketing (SEM) Personalized URL (PURL)

26 Channels: How Other channels for Credentialing: Exam preparation providers Exam preparation materials Membership grouping (e.g., chapters, sections) Strategic Partnerships

27 Channels: How Must be integrated Targeted Online Advertisements Search Engine Marketing Customized Product Landing Pages Candidate Expresses Interest Candidate Pays Pipeline Reminders Candidate Applies Follow-Up s

28 Change: What Must be integrated Targeted Online Advertisements Search Engine Marketing Customized Product Landing Pages Candidate Expresses Interest Tracking and Metrics Candidate Pays Pipeline Reminders Candidate Applies Follow-Up s

29 Change: What Conversation Interest Exposure

30 Change: What Exposure metrics: Number of views of an ad, blog, etc. Number of s opened Number of likes or retweets on a social media post Exposure Interest Conversation

31 Change: What Interest metrics: Click through on an ad Click through on an link Providing an address or contact information Opening a credential application Bounce rate Exposure Interest Conversation

32 Change: What Conversion metrics: Opening an application Paying a credential fee Conversation Interest Exposure

33 Change: What Overall Metrics Return on Investment (ROI) Conversion Rate Cost Per Sale

34 Metrics Checklist (courtesy of Marketo)

35 Integrate it! Not enough to use one type of ad or do ad-hoc marketing activities Only through integrating a set of activities through your purchasing lifecycle will you achieve better results

36 What did we learn? Marketing: Why Credentials are Different Process: Considerations: When and why you should run a marketing campaign? Customer: Who is the right audience? Channels: How should you distribute your message? Change: What metrics do you track? How do you measure goals? Integrate it!

37 Contact Information Rory Manny

Duke Digital Media and Marketing Certificate Program

Duke Digital Media and Marketing Certificate Program Enhance Your Digital Marketing Skills and Excel in the Digital Economy About the Program The Duke Digital Media and Marketing Certificate Program features