DEVELOP AND DELIVER IMPACTFUL COMMUNICATIONS

Transcription

1 DEVELOP AND DELIVER IMPACTFUL COMMUNICATIONS SMART, DOABLE, PRACTICES THAT GET RESULTS Krista Timney Sr. Assoc. Director of Marketing and Communications Indiana University Bloomington

2 EXPLORE, APPLY, ENROLL DO ALL THIS STUFF! DO IT BY THE DEADLINE! DO IT NOW!

3 PEOPLE THINK IT HAS TO BE BIG

4 IT S MORE ABOUT THE COMMUNICATIONS AND THE PLAN THE SMALL STUFF REALLY MATTERS SIMPLE, STRAIGHTFORWARD, EASY TO IMPLEMENT FOCUS ON HOW YOU: DEVELOP DELIVER Unlike me, students have: Limited selective attention Improved alternating attention

5 DEVELOP: S 101 DO THIS: SHORT, STRATEGIC SUBJECT LINES TOP PHOTO OR GRAPHIC WITH PRIMARY MESSAGE/CALL TO ACTION ATTENTION-GETTING FIRST SENTENCE CTA BUTTON Best CTA button performers: click here and go (then submit, download, and register) BUT NOT THAT: ALL CAPS OR EXCLAMATION MARKS IN SUBJECT LINE TOO MUCH TEXT LACK OF WHITE SPACE In the subject line, use words like: Urgent and important Announcement Invitation

6 Join your competitors mailing lists

7 DEVELOP: PRINT 101 DO THIS: PUT ALL RELEVANT/IMPORTANT INFO ON THE FRONT HAVE A GREAT PHOTO CONSIDER THEIR INTERESTS AND CHARACTERISTICS PROMOTE IT OR FOLLOW UP Ask people to bring in all the print mailings their students receive. BUT NOT THAT: DON T JUST BLEND IN DON T WORRY TOO MUCH ABOUT THE URL

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9 PROMOTE IT BEFORE AND AFTER

10 DEVELOP: MORE GOOD STUFF AGAIN, PERSONALIZE WHEN YOU CAN PICK THE RIGHT PHOTO SHOW STUDENTS WHO LOOK LIKE THEM Best choices for photos are campus shots and students engaged in academic pursuits. DO NOT UNDER-ESTIMATE THE VALUE OF THREE AND A TREE HAVE A CONSISTENT LOOK AND BRAND Print most effective for getting students to notice a school they haven t heard of.

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12 DEVELOP: MORE GOOD STUFF S NEED TO BE RESPONSIVE MAKE SURE THEY KNOW YOU WANT THEM BRAG ABOUT WHAT YOU VE GOT PROOF, PROOF, PROOF OR PAY THE PRICE

13 DELIVER: CHANNELS TO LEVERAGE INVEST IN WEBSITE AND WEBSITE IS YOUR HUB IS THE GLUE CUSTOMER SERVICE AND CONTENT MARKETING FOCUS GIVE THEM VALUABLE INFORMATION HELP THEM DO SOMETHING ALLEVIATE THEIR PAIN POINTS You can tell what is valuable by seeing what web pages they visit the most. If you invite them, they will come.

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15 DELIVER: COMMUNICATION PLAN THINK BEFORE YOU WRITE TIMING IS EVERYTHING TRACKS FOR ALL COHORTS DRIP S LET YOU BEGIN A CONVERSATION IMMEDIATELY DATE-DRIVEN S PROVIDE INFO AT THE POINT THAT IT S NEEDED TAKE ADVANTAGE OF WINDOWS OF ENGAGEMENT AND OPPORTUNITY TOUCH THEM FREQUENTLY Ask for money on a Friday. Applicants have highest open rates, then admits.

16 DELIVER: MULTI-CHANNEL APPROACH WAS ONE-TWO PUNCH NOW ONE-, TWO-, THREE-, FOUR-, FIVE-PUNCH USE THE RIGHT CHANNELS AT THE RIGHT TIME RECRUITMENT IS FACE-TO-FACE MARKETING IT S A CHANNEL TOO MARKET YOUR MARKETING IT S COMING, IT S ON IT S WAY, OR YOU SHOULD HAVE ALREADY RECEIVED IT DO MORE THAN INTEGRATE BRIDGE THE GAP Market your marketing.

17 #MyDayatIU Content Marketing World Finalist

18 #IUBound CASE Award Winner

19 DELIVER: FORGIVE AND FORGET PARENTS FORGIVE THEM FOR BEING HELICOPTER PARENTS GIVE THEM WHAT THEY NEED BEFORE THEY WANT IT LEADS FORGET ABOUT LEADS TREAT EVERYONE LIKE A PROSPECT/INQUIRY THINK ABOUT YIELD Why should/would anyone fill out a form or get on a list? Everything they want or need is already available.

20 DELIVER: EXTRA FISH FLAKES OFTEN BE WHO YOU ARE DON T SAY YOU RE AFFORDABLE IF YOU ARE NOT BE ON YOUR OWN MAILING LIST (AND PAY ATTENTION TO YOUR PACKAGING)

21 A FEW WORDS ABOUT DIGITAL AWARENESS NOT LEADS TARGET PEOPLE ALREADY IN YOUR DATABASE USE RE-TARGETING WISELY BE CAREFUL ABOUT THE WEBPAGE YOU CHOOSE REMOVE LOCAL IPS TRUST NO ONE With digital, it s more important to do it well than to just do it (sorry Nike).

22 IN CLOSING YOU HAVE 8 SECONDS