National Advertising Lessons Learned. Communications Council May 3, 2018

Transcription

1 National Advertising Lessons Learned Communications Council May 3, 2018

2 Agenda Champions and Buy-in Developing the Campaign Media Buy & Optimization Demonstrating Value Q&A

3 First steps: Champions and buy-in

4 What went well: Championed by our leadership

5 What went well: Clear goals Demonstrate leadership role and commitment to: solving world s most pressing problems in food, health, energy, education and the environment diversity and student success

6 What went well: Clearly defined audience Educated professionals, decision-makers, influencers Aged 35+ high concentration ages Above-average income Expertise in higher ed, government, philanthropy, research, science, health Live in U.S. major metro areas

7 What we learned: Create personas

8 Developing the campaign

9 What went well: The creative brief

10 Concept development: Research Connecting academic excellence to real-world impact both personal and societal is the key to understanding what drives public reputation for a top or leading university. Edelman Higher Education Survey

11 Concept: DOERS We want a world where life is healthier, sustainable, safer and more enjoyable. The general public, government agencies and industry are doing what they can to make it happen. And so is UC Davis. Our advances in food, energy, health, education and the environment move the needle forward on issues that matter the most. We form natural partnerships that enable us to do better and accomplish more.

12 Concept translated: You/We

13 Concept translated: Visual You shine. We save. Making lighting cleaner and more efficient. Among the many green advances happening at UC Davis, the California Lighting Technology Center develops next-generation, energy-efficient lighting solutions and works with industry and government to innovate all over the world. UC Davis research and collaborations take place everywhere on land, in the air, at sea because we believe the path to sustainability is the one we illuminate together. Learn more at 21stcentury.ucdavis.edu.

14 Sacramento International Airport

15 Print

16 Digital

17 99% Invisible Science Friday s Ira Flatow Audio

18 Campaign landing page: 21stcentury.ucdavis.edu

19 What we learned: Generate internal excitement Pre-launch road show with leadership, communicators Continuous feedback

20 What we learned: story without visual

21 What we learned: visual without story

22 What we learned: more direct CTA Give audience meaningful calls to action

23 Using a Media Buyer

24 What went well: Comprehensive plan, premium platforms

25 What went well: Buying power Negotiated discounts and value-adds Efficient, established working relationship

26 What went well: Measure and adjust Discontinued poor-performing platforms Increased frequency of successful messages Refined geo-targeting strategy

27 What we learned: Access to back-end data

28 Demonstrating results to leadership

29 What to report Impressions Clicks to website Engagements Session times Cost per engagement Anecdotal feedback Conversions (ideally)

30 What went well: Optimization Spring 2017 Fall 2017 Cost per Click $14.06 $5.19 Engagement 4.51% 5.77% Cost per Engagement $.15 $.12

31 What went well: Benchmarks met/exceeded Publisher Placement Average Benchmark Delivery Chron. of Higher Ed Banner & e-news.05% -.10%.13% Google Display Responsive ads.22%.53% Politico Playbook in-banners.02%.07% Politico Landing page banners.06%.09% Politico Playbook clicks 600 1,086 Politico AV ROS banner.06%.07% Twitter Eng. rate 1.5% 5.77%

32 What went well: NYT sponsored content Custom post featuring UC Davis water expertise 40,256 views (2,074 over guarantee)

33 What we learned: Tell a compelling data story Wrap report with benchmarks Eyeballs and engagements Leverage readership studies Show you re learning and improving New York Times Magazine readership study: 31% of respondents would recommend

34 Key metrics: 2017 campaign 184,644,000 impressions 457,703 engagements 20,566 page views $.15 spring; $.12 fall cost per engagement overall cost-per-click - $5.19 Met/exceeded benchmarks Anecdotal feedback

35 What went well: Celebrate success

36 2018 campaign February 20-June 30 New media buyer Half of the 2017 budget Influencer-centric digital strategy Data dashboard

37 2018 campaign Added creative Sustainability Oceans Six 15-second videos

38 Results through 3/31/18: Higher engagement, lower cost 15,645,593 impressions 72,993 engagements Meeting/exceeding benchmarks 27,021 page views $.10 cost per engagement overall cost-per-click - $1.50

39 Scalable national advertising 2016 Pilot Digital: Banners and e-news; paid social in DC, New York, Los Angeles Budget: $50k Timeframe: April-June Outlets: Chronicle of Higher Education, Chronicle of Philanthropy, Facebook, LinkedIn 3 M impressions 37,200 clicks 28,500 social engagements 1.25% CTR $1.32 CPC

40 Questions and discussion Thank you! Linda Kristin