Maximizing Mobile And Digital Techniques!

Transcription

1 Mobile Advertising Maximizing Mobile And Digital Techniques! October 3, :50am NCMPR Districts 3 & 5

2 Meet The Presenters Heidi Zwart Healy Elgin Community College, Director of Marketing Andrea Lehmacher, Ed.D. Elgin Community College, Managing Director of Marketing Strategy Kathi Swanson, Ph.D. CLARUS Corporation, President

3 Issues To Address Digital Landscape Is Constantly Changing New Techniques And New Opportunities For Targeting Students But How To Budget For Digital And Mobile Am I Spending Too Much Or Too Little? Tactics Being Used In Isolation Losing Synergy By Not Including Multiple Tactics In Campaigns

4 Budgeting For Digital And Mobile

5 US Total Media Spending 35.8% 44.9%

6 Average Time Spent With Media 49.1% 27.3% 18.0%

7 Adults Media Usage Per Day 5.1% 33.5% 16.9% 18.0% 26.5%

8 Marketing Budget 40% To 60% On Digital Mobile, Desktop Search, Display 20% To 30% On Television 10% To 20% On Radio 10% To 20% On Outdoor Transit/ Billboard 10% To 20% On Print

9 Budgeting For Mobile Campaigns Determining Impressions Needed For A Campaign Considerations Geofencing Formula Audience Size X Days Of Campaign X Dayparting X Optimal Mobile Ad Delivery Is 4 Ads A Day = Impressions Needed To Impact Market

10 Budgeting For Mobile Campaigns Example For CRM Targeting StopOuts For A Campaign Audience Size (5,000 StopOuts) X 30 Days Of Campaign X 24/7 Dayparting (1 ) X Optimal Mobile Ad Delivery Is 4 Ads A Day = 5,000 X 30 X 1 X 4 = 600,000 Impressions Needed To Impact Market $7 CPM = $4,200 Campaign

11 Tactics Used In Digital Campaigns Using Multiple Mobile Tactics

12 Primary Tactic - Geofencing Your Campus Locations Your Competitors High Schools Retail Locations Workforce Centers

13 Geofencing Traditional Radius Technology Pinpointing Technology

14 Adding Mobile Tactics To Campaign Event Capture CRM Targeting - Addresses Targeting - s Conversion Zone Site Retargeting Conquesting Websites (URLs) App Category Targeting Mobile Keyword Search Behavioral Profiles A/B Ad Testing

15 Adding Other Tactics To Campaign Cross Device Retargeting Facebook Newsfeed Pandora Google AdWords Online Display LinkedIn Etc.

16 Tactics Used In Digital Campaigns Benefits of Using Multiple Tactics in a Campaign

17 Introducing Elgin Community College Founded: 1949 District 509: 360 Square Miles Fall 17 Headcount: 10,097 Average Age: 27 53% Are Under 23 70% Part-Time 30% Full-Time

18 Introducing Elgin Community College 45% White 39% Latino 6.8% Asian/ Pacific Islander 5.3% Black/Non- Hispanic Hispanic Serving Achieving The Dream Leader College

19 Fall 2017: It s Your Journey Purpose Of Campaign Impact New Enrollment And Retain Continuing Students Effectively Reach Target Audiences Five To Six Times Targeted Messaging Across Multiple Mediums Purposeful And Intentional Start Two Weeks Before The Priority And Open Registration Periods And End The Week Classes Begin

20 Fall 2017: Audiences Target Audiences New Potential Students High School Students/ Recent High School Graduates Adult Students

21 Fall 2017: Audiences ECC Data From Colleague Inquired Not Applied & Applied Not Registered Returning Students, Specifically Former Students With Some Credit Who Have Not Yet Earned A Degree (E.G. Stop-Outs, Non- Completers) Continuing ECC Students Parents And Influencers

22 Fall 2017: Audiences Layer By Target Audiences ECC Data From Colleague Inquired Not Applied & Applied Not Registered Returning Students, Specifically Former Students With Some Credit Who Have Not Yet Earned A Degree (E.G. Stop-Outs, Non- Completers) Continuing ECC Students

23 Fall 2017: It s Your Journey Tactics Used For Campaign Traditional Platforms Targeted Direct Mail, Including The Registration Driver Booklet As Well As Postcards Developed For Specific Target Audiences Movie Theatres (Four Theatres Distributed Across Our District) Cable Television Advertising Via Comcast And AT&T Uverse Newspapers, Mostly Online With Some Print Internal Communication Avenues/Campus Signage

24 Fall 2017: It s Your Journey Tactics Used For Campaign Digital Platforms ECC Website Campaign Microsites To Track Our Efforts: New And Continuing Student Populations Google AdWords (Paid Search) Paid Social Media Channels: Facebook, YouTube, And Instagram Institutional Social Media Channels Using Organic Content Mobile Advertising To Targeted Student Populations Using Retargeting And Geofencing Targeted Communication Digital Display And Streaming Advertising: Pandora And Xfinity.com

25 Or Another View

26 Traditional Platform Campaign Ads

27 Digital Platform Campaign Ads

28 Mobile Campaign Ads

29 Overall Campaign Results Google Analytics Total campaign: 6/1/17 8/21/17 New Students Microsite New Users Sessions Average Time Avg. Number Online on Site Pages Viewed Application Fall ,183 5,737 1: Continuing Students Microsite New Users Sessions Average Time Avg. Number on Site Pages Viewed Fall , 779 2, 412 :

30 Overall Campaign Results KPIs Total s Unique Open Number of Unique Click Number of Delivered Rate Unique Opens Rate Clicks Fall , % 3, % 286 Google AdWords KPIs Ads Delivered Clicks Click Through Rate (CTR) Average Position Fall , Mobile KPIs Ads Delivered Total Clicks on Ads Click Through Rate Visit to College (CTR)* Fall 2017** 1, 446, 613 3, % 2, 229

31 Overall Campaign Results Social Media Facebook/Instagram KPIs Ads Delivered Total Clicks on Click Through Unique People People Taking Ads Rate (CTR)* Reached Action** Fall ,684 6,609 1% 73,452 21,768 YouTube KPIs Views Cost per View Video Played to 75% Video Played to 100% Fall , % 32%

32 Overall Campaign Results

33 Key Benefits of Multiple Tactics Capitalize On Each Channel s Unique Characteristics Multiple Touch-Points Essential For Cutting Through The Noise Customize Each Tactic/Audience For Who Inhabits That Space Track And Assess Each Channel

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