MEASURING THE ROI OF INTEGRATED MARKETING AND BRANDING INITIATIVES

Transcription

1 MARKETING AND BRANDING INITIATIVES April 24, 2014 :: 1:00-2:30 p.m. EDT Do you know how to effectively measure the ROI of your marketing efforts, and can you successfully communicate their value? OVERVIEW Higher education marketing professionals are under tremendous pressure to prove the effectiveness of their marketing and branding initiatives. To ensure funding, marketing offices must measure the return on investment of their strategies and communicate their success in tangible ways. Join your colleagues to walk through a step-by-step primer on how to measure and communicate the value of your integrated marketing and branding initiatives. You will learn both strategic and tactical approaches for measuring marketing ROI and brand strength, as well as review examples of marketing initiatives executed by a variety of institutions. WHY YOU SHOULD ATTEND This online training is designed for institutional marketing and communications professionals at multiple levels. No matter your role, you will learn concrete, simple techniques and questions you should be asking to effectively measure and communicate the return on investment of your marketing initiatives. CLICK HERE TO REGISTER 1

2 WHAT YOU WILL GET As part of this online training, you will receive a measurement template that can be adapted to your own institutional marketing and branding efforts. LEARNING OUTCOME After participating in this online training, you will be able to apply new techniques and measures to determine the productivity of your institution s marketing and branding programs. AGENDA THURSDAY, APRIL 24, :00-2:30 p.m. EDT ÆÆ ÆÆ ÆÆ Defining ROI beyond the buzzword What should you be measuring and why? How often should you measure and how? Understanding ROI and your institutional marketing budget What is your institution actually spending on marketing? How do you collect and compile budgetary information and analyze results? ROI metrics Measurements you should use to track marketing productivity Measurements you should use to compare marketing costs to marketing outcomes How to use data to make recommendations and decisions How to share data with colleagues 2

3 INSTRUCTOR ELIZABETH SCARBOROUGH / CEO and Partner SimpsonScarborough Elizabeth is a nationally recognized expert in the use of research to drive marketing and branding efforts. With twenty-one years of experience conducting market research studies, she is an industry leader in providing strategic solutions to colleges and universities. She is an expert in survey instrument design, sampling plan development, data analysis, and the compilation and presentation of marketing intelligence. Elizabeth has chaired the American Marketing Association s Symposium for the Marketing of Higher Education since She has presented more than 200 workshops and papers at a veritable alphabet soup of higher education-related conferences and symposia, including NACAC, NAGAP, AMA, AGB, NAICU, AACRAO, PCACAC, SACAC, and NYSACAC. JASON SIMON / Vice President and Partner SimpsonScarborough Jason joined SimpsonScarborough a recognized leader in helping colleges and universities conduct market research and develop strategies that support key marketing, enrollment, branding, fundraising and broader institutional objectives as Vice President and Partner in February His role is focused on helping clients with brand strategy, positioning and bringing it to life. Prior to joining SimpsonScarborough, Jason was the Executive Director of Marketing Communications for the University of California System and served in a similar position at North Carolina State University. In both roles he launched ground-up efforts to build a case for marketing; assembled and guided successful internal teams; established brand and positioning strategies; conducted market research; and launched integrated communications, digital, social media, advertising and other campaigns. Jason s efforts have been recognized nationally and he was honored as the American Marketing Association s (AMA) Higher Education Marketer of the Year in 2013, while his teams earned numerous accolades and honors from CASE, UCDA and other professional organizations and publications over the years. He currently serves as the co-chair of the AMA s Symposium for the Marketing of Higher Education. 3

4 IMPORTANT INFORMATION LOGGING IN TO THE WEBCAST After registration, each registrant will receive a confirmation of payment or an invoice, depending on method of payment. Each registrant will also receive an with appropriate login information and more information regarding the event a few days prior to the start of the event. The day of the conference, you will receive another with the same information. To participate, you will need a computer with a high-speed Internet connection. You will have the option to receive audio via your computer speakers or telephone. WHAT IS A SINGLE SITE CONNECTION? A site connection allows a single connection to the Web conferencing software and teleconference. We encourage you to set the event up in a conference room or classroom from a single computer in order to allow multiple stakeholders from your campus to participate. Remember, as long as only a single computer connects, you can bring as many people as you want to the event. If an interested party cannot participate at the designated time, or if someone would like to view the presentation again, an archived copy of the event will be available for 60 days. If you have any technical or purchasing questions, please contact us at LIVE WEBCAST CONNECTION With a single site connection you can invite as many people as you like to watch and listen to the webcast from the same computer. You ll also receive an electronic link to the presentation materials and handouts as well as additional resources referenced during the live event. Following the webcast you ll receive an that contains a link to the recorded webcast (link active for 60 days). Additional site connections are also available for $195. CD RECORDING OF LIVE WEBCAST We record the audio and visual portion of all live webcast events and make them available in two forms; as a CD or as an electronic download. CD recordings are mailed with a bound copy of the presentation materials and handouts approximately 10 business days following the live webcast date. ON-DEMAND DOWNLOAD OF LIVE WEBCAST (180 DAY LICENSE) We record the audio and visual portion of all live webcast events and make them available in two forms; as a CD or as an electronic download. On-demand downloads are available through an internet link sent via approximately 10 business days following the live webcast date (links are active for 180 days). 4

5 PLEASE FAX ALL REGISTRATION PAGES TO: REGISTRATION FEES Make the most of the presentation: purchase a live connection and invite your whole team to participate from a single location at no additional cost. Questions about the event? Call us at to help determine if this event is right for you. Register online at Best Value Live Webcast Connection Webcast Recording Live webcast connection + CD recording - $525 USD Live connection - $350 USD Additional connections: X $195 USD each CD-ROM recording - $350 USD ($35 Shipping fee outside of U.S. and Canada) 180-day on-demand download - $350 USD Total Total Total TOTAL PRICE: EARLY BIRD PRICING Postmarked on or before April 17, After April 17, 2014, an additional $75.00 fee for the first connection and $50.00 fee for each additional connection applies. Visit our website to register online: 5

6 ACADEMIC IMPRESSIONS CANCELLATION AND REFUND POLICIES 100% SATISFACTION PROMISE SATISFACTION PROMISE We want you to be satisfied with your learning experience. If the program you purchased fails to meet your expectations, please contact us within 30 days and let us know. We ll credit the full amount you paid toward another AI program that may better fit your needs. ONLINE TRAININGS CONSISTING OF AT LEAST ONE LIVE TRAINING DATE You will receive a full refund (less a $75 service charge) if you cancel 8 weeks or more prior to the first live training date. If you cancel within 8 weeks of the first live training date, you are not entitled to a refund. But as a courtesy, we will apply your payment (less a $75 service charge) towards a future purchase within one year from the date you cancel. Your payment is transferable to another person from your institution if you wish. You may name a substitute primary participant free of charge at any time prior to the first live training date. If available, you may switch the live training format to a self-paced format (such as a CD-ROM Recording or On- Demand Download) free of charge. (Shipping charges will apply to CD-ROM Recording orders outside the U.S. or Canada.) ONLINE TRAININGS WHICH ARE PURELY SELF-PACED All sales are final. No cancellations or refunds are provided. CONFERENCES For in-person conferences, substitute registrants are welcome and may be named free of charge at any time. If you cancel 8 weeks or more prior to the first date of the conference, you will receive a full refund, less a $ service charge per attendee. If you cancel within 8 weeks of the first date of the conference, you are not entitled to a refund. However, as a courtesy, we will allow you to apply your payment, less the service charge, toward a future purchase within one year from the date you cancel. Your payment is transferable to another person from your institution if you wish. Please note that if you do not attend and you do not contact us in advance to cancel as described above, you are responsible for the entire payment. In case this event is cancelled, liability is limited to a refund of the registration fee only. RECORDINGS, ON-DEMAND DOWNLOADS, MONOGRAPHS AND OTHER PUBLICATIONS All sales are final. No cancellations or refunds provided. 6

7 PLEASE FAX ALL REGISTRATION PAGES TO: REGISTRATION FEES WEBCAST REGISTRATION Print Name Job Title Institution/Organization Address Fax City State/Province Zip/Postal Code Country Telephone How did you hear about this event? ( from AI, ACPA, colleague forwarded , The Chronicle, etc.) If you would like us to send a copy of your registration confirmation or receipt to someone else, please complete this section ADDITIONAL CONTACT INFORMATION Additional Contact Name Contact Phone Additional Contact Additional Contact Title 7

8 PLEASE FAX ALL REGISTRATION PAGES TO: PAYMENT METHOD We accept Visa, MasterCard, and American Express credit cards. To pay by check, include the check with this form or select the invoice me option. Fax form to or mail form along with payment to:, 4601 DTC Blvd., Ste. 800, CREDIT CARD Name on Card Account Number Billing Address Billing City Billing State Billing Zip Code/Postal Code Exp. Date Security Code (last 3 digits on the back of Visa and MC or 4 digits on front of AmEx) CHECK/INVOICE AMOUNT TO CHARGE: My check is included and covers registration(s) Check # Please invoice me, Purchase Order # (PO # not required to receive invoice) FREE HIGHER ED NEWS AND ANALYSIS Each conference registration includes a subscription to Higher Ed Impact, a free industry scan of news, trends, and research on higher education, delivered in an easy-to-scan . Higher Ed Impact (HEI) includes: (Check the boxes for the editions you would like to sign up for) HEI: Daily Pulse impactful news, trends, and practices, sent daily HEI: Weekly Scan the week s most critical news, with analysis of top stories and trends, sent on Fridays HEI: Monthly Diagnostic practical takeaways addressing a strategic challenge facing institutions of higher ed, sent 9-12 times/year List the names of the registrants you d like to sign up: Note if you do not provide any names in the above space, all attendees will be signed up for the options selected. 8