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FINAL Digital Marketing PowerPoint (1)

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The document outlines a digital marketing campaign implemented for the Center for Adult and Graduate Studies (CAGS) at Aurora University. It includes research conducted on target audiences for various graduate programs, as well as objectives, strategies, and implementation plans for paid, social media, and email marketing. Key parts of the campaign included creating paid ads on Google, LinkedIn, Facebook, and Twitter; launching social media pages and posting regularly; and implementing a multi-part email campaign targeted at current students. Data analysis found the paid search campaign spent $2,338.06 with varying results across programs.

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Center for Adult and Graduate Studies Digital Marketing Project MKT 6510 – Advanced Internet Marketing December 16, 2015 Dr. Leila Samii
Agenda  Introduction  Presenters  Digital Marketing Project  Research on MBA, MSA, MSDMA  Objectives and Goals  Strategy and Implementation  Paid, Social Media and Email  Analysis of Data  Paid, Social Media and Email  Final Analysis and Recommendations 2
Introduction AU CAGS Digital Marketing Campaign 3
Introduction  Center for Adult and Graduate Studies had limited digital presence  “Discover what matters and build your life around it.”  Adhere to AU’s core values:  Integrity  Citizenship  Continuous Learning  Excellence 4
Introduction  Tasked to implement a full digital marketing campaign  Budget of $3,000 for paid ads, social media and email  Focus on graduate business programs – MBA, MSA and MSDMA  Created strategy for paid ads, new social media accounts and email campaign  Implementation of campaign  Analysis of data from paid, social and email 5
AU CAGS Positioning Statement “The AU Graduate Business Programs will prepare graduates for advanced careers in their industry of choice. Our programs are cutting-edge and constantly evolving to provide students with current, real-world experience. Students have the opportunity to learn from award winning faculty and practitioners in their field of study. The collaborative learning environment allows students to gain new network connections and build their life around what matters most.”
Research General, MBA, MSA & MSDMA 7
General Research 8
Target Audience Analysis  Working Professional  Male or Female  Ages 25 to 44  Full-time Job  Interested in going back to school to develop their skills to better run their business  To receive promotions, pay raises and/or new career opportunities  Location (surrounding suburbs-Aurora) 9
Customer Personas 10 Undergraduate Working Professional Entrepreneur 22 years old 25 to 44 years old 25 to 44 years old Finishing school Working full or part time Owns their own business Continue education Advance in career Grow Knowledge base to improve business Completed internship Have a family at home Have a family at home
Stakeholder Analysis 11 Category Stakeholder Interest Influence Weighted Importance Employees CAGS 5 5 10 Employees Senior Staff 5 4 9 Citizens Prospective Students 3 1 4 Employees Faculty 5 4 9 Citizens Undergraduate Students 2 1 3 Citizens Current Graduate Students 3 4 7 Employees Enrollment 5 4 9 Employees University Staff – Admission & UC 4 4 8 Employees Current /Future Employers 4 3 7
Influencers & Competitors  Benedictine University  Northern Illinois University  North Central College  DePaul University  Elmhurst College  University of Illinois Chicago  Roosevelt University  Loyola University 12
AU CAGS SWOC Strengths Opportunities  Multitude of resources to run social media  AU Pulse Blog and Podcasts  Aurora University brand  Current Aurora University social media accounts  Opportunity to get the Center for Adult and Graduate Studies on the Internet (SEO)  Chance to establish new platforms and messages  Chance to give prospective graduate students information about program  Chance to focus solely on graduate students  Creating content people will want (to gain followers, it is important to determine what the target audience is interested in learning about before starting)  Reaching the right target audience (research needs to be done to determine that the content will be focused on the appropriate target audience) Weaknesses Challenges  Social media for the Center for Adult and Graduate Studies does not exist  It will take time to see results to see if the campaign is successful  It will take time to create meaningful content that will attract followers  Lack of awareness surrounding the Center for Adult and Graduate Studies as well as their digital channels  Lack of awareness surrounding the Center for Adult and Graduate Studies as well as their digital channels  Current Digital channels are focused on undergraduates 13
MBA Research 14
Target Audience Analysis  Current Business Professionals  Received Undergraduate Degree  Consulting/Strategy Professionals  Human/Organizational Performance Professionals  Business Entrepreneurs  Advancement in Business Career 15
Influencers & Competitors  National Business Association  Business Professionals of America  University of IL Chicago  DePaul University  University of IL Urbana-Champaign  Saint Xavier University  Roosevelt University  Northern IL University  Northwestern University  Benedictine University 16
SWOC 17 Strengths Opportunities  AU has a great reputation in the local community  Affordability  Classes are offered in the evening for working professionals • Opportunity to get the Center for Adult and Graduate Studies increase Social Media Presence • Chance to establish content using video, podcasts, and graphics • Chance to give prospective graduate students information about program • Build lead capture forms that capture data from SM Weaknesses Challenges • Social media for the Center for Adult and Graduate Studies does not exist • It takes time to build an online community • It will take time to create meaningful content that will attract followers • Lack of awareness surrounding the Center for Adult and Graduate studies as well as their digital channels • Lots of competition in the area  Staff to manage the social media account  Staff to create relevant content for the social media channels  Lack of Funds – Small Budget
Keywords  MBA Degree Program  Business Degree  Business Management Degree  Business Administration Masters  Master of Business Administration  MBA  Business Masters Degree 18  MBA Management  Business Program  MBA in Chicago  MBA in Chicago Suburbs  MBA no GMAT Required  MBA no Work Experience Required  MBA Requirements
MSA Research 19
Target Audience Analysis  Working accountants  Non CPAs, bookkeepers  Undergrad studying accounting  AU students, other university students  Career changers  Seeking Master’s in accounting 20
Influencers & Competitors  Illinois Board of Examiners  Illinois CPA Society  AICPA  University of Chicago IL  University of IL Urbana-Champaign  Roosevelt University  Loyola University  Western Illinois University  Northwestern University 21
SWOC 22 Strengths Opportunities  Affordability  Location  Limited options  Small class size  Increase awareness  No emphasis on paid-search Weaknesses Challenges  Limited budget  Limited awareness  Smaller program  Tax season  Changing the conversion from MBA  Difficult to find on-line  very specific content and audience
Keywords  CPA Exam  CPA Program  Masters Degree in Accounting  Graduate Degree in Accounting  CPA  Accounting  Masters in Accounting in Chicago  Graduate Degree in Accounting in Northern Illinois 23
MSDMA Research 24
Target Audience Analysis  Business and Digital Leaders  Social Media Enthusiasts  Analytical Professionals  Data Driven Individuals  Customer Experience Seekers  Internet Marketing Professionals  Marketing Managers  Operations Managers  Individuals in learning more about digital and analytics 25
Influencers & Competitors  American Marketing Association  Business Marketing Association  Society for Marketing Professional Services  Marketing Research Association  Northwestern University  DePaul University  Benedictine University  Lewis University  Elmhurst College  Loyola University Chicago 26
SWOC 27 Strengths Opportunities  Digital Marketing is Trending  Geographical Location  Cost of Program  Awareness on Classes/Program  Convert Leads  Increase Inquiries  Graduate collaboration on social media Weaknesses Challenges  Small Budget  Keyword Competition  Geographical Location  Competing Against other Universities in IL  Not having online courses/options  New Program at AU
Keywords  Digital Marketing Degree  Masters in Digital Marketing  Digital Marketing Chicago  Analytics Degree  Marketing Masters Degree  Marketing Management  Data Mining Degree  Internet Marketing  Operations Management  Data Analysis  Marketing Strategy  Business Marketing Graduate School  Marketing Masters 28
Objectives Digital Marketing Campaign 29
Goals and Objectives Goals  To increase Awareness of AU CAGS  To increase Enrollment in AU CAGS Programs  To drive traffic to the AU website  To increase social media engagement and community size 3 Week Objectives  To increase landing page visits by 10%  To increase program inquiries by 10%  To build a social media community of 375 users  To earn 7,500 organic impressions  FB Reach: 5,000  Twitter impressions: 2,500 Scope
AU CAGS Digital Marketing System
AU CAGS Revised Digital Marketing System
Strategy & Implementation Paid, Social & Email 33
Customer Lifecycle Journey 34Paid Email Social 0
Paid Strategy & Implementation 35
Customer Lifecycle Journey 36 Paid Target Audience: Potential Students
Paid: Budget  Determine channels and budget  Total Budget: $3,000 Google AdWords LinkedIn Facebook Twitter MSA: $250 MSA: $250 Promo 1: $375 Promo Post: $500 MBA: $250 MBA: $250 Promo 2: $375 MSDMA: $250 MSDMA: $250 General: $250 Total: $1,000 Total: $750 Total: $750 Total: $500 37
Paid: Target Audience 38  Google AdWords  Location  Keywords  Facebook  Gender / Age  Location  Keywords  LinkedIn  Location  Industry  Twitter  Gender  Location  Keywords / Interests
Paid: Keywords  Research keywords  Google AdWords  MBA  MSA  MSDMA  General  All platforms based on Google AdWords 39
Paid: General Keywords  Masters Degrees  Graduate Program  Masters Program  Business Masters Degree  Graduate Degree  Best Business Programs 40
Paid: MBA Keywords  Business Administration Degree  Business Degree  Business Management Degree  Masters of Business Administration  MBA  MBA in Chicago  MBA Management  MBA Requirements 41
Paid: MSA Keywords  CPA  CPA Chicago  CPA Exam  Accounting Degree Requirements  Graduate Degree Accounting  Masters in Accounting  Masters in Finance 42
Paid: MSDMA Keywords  Digital Marketing  Digital Marketing Chicago  Marketing Degree  Marketing Masters  Master Degree in Marketing  Social Media  Social Media Sites  What is Social Media  Web Analytics  Webmaster 43
Paid: Ad Content  Created and scheduled ad content  Google AdWords (Search & Display)  LinkedIn  Twitter  Facebook  Ads created to:  Raise brand awareness  Increase traffic to site  Increase # of inquiries 44
Paid: Google Ads Content 45
Paid: LinkedIn Ad Content MSA Text Ad MSA Sponsored Ad 46
Paid: Twitter Ad Content Hands on Business Training Listen to Podcast 47
Paid: Facebook Ad Content Listen to AU’s Podcast Learn about Grad Business Programs 48
Social Media Strategy & Implementation 49
Customer Lifecycle Journey 50 Social 0 Target Audience: Potential Students, Current Students, Alumni
Social Media Channels Targeted interests in 3 majors and digital marketing, business-centric subjects (only promoted to Aurora area residents) – New AUCAGS Page Keywords/interests subject of targeting; took advantage of ‘pinned’ tweets – @AUCAGS Industry and program targeted, greater Chicago area residents (existing LinkedIn page)
Social Media Content Promoted posts to landing page (with all 3 majors) and ‘Graduate School 411’ podcast on AU Pulse; industry-relevant articles, links to individual major landing pages Short messages; incorporated hashtags, links, and why they should click; links to AU pages and industry- related content Short messages; links to individual program landing pages
Facebook Page 53
Facebook Post Examples
Twitter Page 55
Twitter Post Examples
Social Media Timing Multiple times per day; method up for improvement (2-3 times per day is recommended) Frequent posts  10+ per day; Recommended to ‘cluster’ tweet (5 tweets in a row, 2-3 times per day); utilized SM tool HootSuite 5 day LinkedIn ad targeting industries in greater Chicago area
Email Strategy & Implementation 58
Customer Lifecycle Journey 59 Email Target Audience: Current Students
Email Campaign Strategy 3 Week SMART Objectives To obtain 75 new social media members To obtain a 35% email open rate To obtain a 10% email click through rate (CTR) Target Audience Current MBA, MSA, and MSDMA students within the AU CAGS Customer Lifecycle
Email Campaign Round 1 Subject: Stuart, tell us why you are proud to be an AU Grad Student Sent: Sunday, December 6, 2015 5:58:15 PM Target: All Current AU CAGS Graduate Students
Email Campaign Round 2 GROUP 1 Subject: Cheryl, Join our social community and become part of the conversation Sent: Friday, December 11, 2015 4:29:50 PM Target: Current students that did not open first email GROUP 2 Subject: Let's get social Lisseth, we are ready to connect with YOU! Sent: Friday, December 11, 2015 4:27:59 PM Target: Current students that opened first email
Email Campaign Round 2 GROUP 3 Subject: 6 Life Hacks that Will Help You During Finals Week Sent: Friday, December 11, 2015 4:28:07 PM Target: Current Students who opened and clicked the first email
Analysis Paid, Social & Email 64
Paid Analysis 65
Paid: Analysis  Total Spend: $2,338.06  Determined baseline from prior AU Grad campaigns  No baseline for LinkedIn Sponsored Ads  Higher Google AdWords baseline 66
Paid: Google AdWords Analysis  Total Spend:  Google AdWords Total: $674.93  Search: $151.74  Display: $523.19 67 Ad Name Clicks Impression s CTR Avg. CPC Cost Avg. Position MBA 88 6,131 1.44% $1.56 $137.26 1.4 Baseline 328 18,691 1.75% $1.39 $155.38 1.4 Comparison -240 -12,560 -0.31% $0.17 $317.22 0.0 MSA 88 22,033 0.40% $2.73 $240.41 1.9 Baseline 132 7,174 1.84% $1.18 $155.38 1.4 Comparison -44 +14,859 -1.44% +$1.55 +$85.03 -0.5
Paid: Google AdWords Analysis Continued 68 Program Clicks Impression s CTR Avg. CPC Cost Avg. Position MSDMA 75 15,194 0.49% $1.92 $143.80 1.3 Baseline 30 2,073 1.45% $1.65 $49.58 1.8 Comparison +45 +13,121 -0.96% +$0.27 +$94.22 +0.5 General 95 8,559 1.11% $1.62 $153.46 1.9 Baseline 238 26,919 0.88% $2.38 $565.91 2.3 Comparison -143 -18,360 +0.23% -$0.76 -$412.45 +0.4
Paid: LinkedIn Analysis  Total Spend: $419.95  Text Ads: $129.57  Sponsored Ads: $290.38 69 Text Ads CTR Avg. CPC Avg. CPM Total Spent Baseline 0.009% $8.39 $0.77 $503.14 MBA 0.010% $6.53 $0.62 $58.74 Comparison +0.001% -$1.86 -$0.15 -$444.40 MSA 0.012% $5.73 $0.67 $63.00 Comparison +0.003% -$2.66 -$0.10 -$440.14 MSDMA 0.000% $7.83 $0.35 $7.83 Comparison -0.009% -$0.56 -$0.42 -$495.31
Paid: LinkedIn Analysis Continued 70 Sponsored Ads CTR Avg. CPC Avg. CPM Total Spent Baseline (Text) 0.009% $8.39 $0.77 $503.14 MBA 0.198% $7.24 $14.31 $115.76 Comparison +0.189% -$1.15 +$13.54 -$387.38 MSA 0.220% $6.33 $13.92 $75.92 Comparison +0.211% -$2.06 +$13.15 -$427.22 MSDMA 0.211% $8.97 $18.95 $98.70 Comparison +0.202% +$0.58 +$18.18 -$404.44
Paid: Twitter Analysis  Total Spend: $493.43 71 Ad Name Impressions Engagements Engagement Rate Cost per Engagement Amount Spent Baseline - - 1.0-2.0% - - Business Training 13,693 534 3.90% $0.83 $444.95 Comparison - - +1.9% - 2.9% - - Podcast 3,184 47 1.48% $1.03 $48.48 Comparison - - -0.52% - +0.48% - -
Paid: Facebook Analysis  Total Spend: $749.75 72 Ad Name Reach Results Result Rate Cost per Result Amount Spent Baseline - - 2.00-2.45% - - Podcast 27,256 239 0.88% $1.57 $374.75 Comparison - - -1.57% to -1.12% - - Grad Business Programs 24,419 243 1.00% $.154 $375.00 Comparison - - -1.45% to –1.0% - -
Paid: Recommendations  Longer campaign time  Tracking beyond clicks  Google AdWords Search vs. Display  Retargeting campaign  Continue use of LinkedIn Sponsored Ads  Continue use of Promoted Tweets 73
Social Media Analysis 74
Social Media Analysis Facebook Twitter LinkedIn Hootsuite 75
Facebook Business Page Top Reach and Engagement 76
Facebook Business Page 12/04/2015 to 12/12/2015 Total Page Likes 141 Weekly Reach 284,706 Weekly Organic Reach 15,768 Weekly Reach 284,706 Consumption 2,394 Negative Feedback 84 77  Page Launched December 2nd, 2015
Facebook Business Page 12/04/2015 to 12/12/2015 Engagement 4,290 Paid Reach 268,938 Organic Reach 20,665 Total Reach 293,774 Organic Impressions 77,161 Paid Impressions 387,687 Total Impressions 464,848 78
Facebook Business Page Dec 4 Dec 5 Dec 6 Dec 7 Dec 8 Dec 9 Dec 10 Dec 11 Dec 12 Organic LIKES 40 ADS LIKES 9 7 14 10 3 On The Page 2 3 4 3 4 5 Page Suggestions 5 1 2 Uncategorized Desktop 5 1 Uncategorized Mobile 3 1 1 1 UnLIKES 2 1 NET LIKES 53 14 11 17 16 6 5 5 3 79
Facebook Business Page Likes By Top Cities Total Cities with LIKES (59) – NOT page LIKES City LIKES Oswego 9 Romeoville 10 Champaign 12 Woodstock 12 Elgin 13 Joliet 14 West Chicago 15 Naperville 27 Bolingbrook 34 Chicago 81 Aurora 198 Total Lifetime LIKES By City 635 80
Facebook Business Page Top Posts - Reach and Engagement 81
Facebook – Hootsuite Snapshot 82
Twitter Overview 83
Twitter – Most Popular Posts SAS – Digital Marketing The Future of Digital Marketing – How It’s Changing in 2016 Aurora – Grad School 411 Apple is already planning the next version of its TV How to Create a Digital Marketing Measurement Strategy 84
Twitter 85
Today’s Situation As of December 12th, 2015 86
Facebook, Twitter, & LinkedIn Facebook Encourage Involvement Provide useful content Twitter Consider using a specific # Engage with followers LinkedIn Create page for AU CAGS Continue text ads 87
Social Media: Recommendations 88  Engage with followers and provide relevant, helpful content in order to increase the following  This will show us as an authority in our fields and drive inquiries to our website  Focus on organic reach  Get the students, alumni and faculty involved in sharing and engaging  This will increase the number of impressions  Social Media isn’t a “one way” tool  It takes a community  Everyone must take ownership to make this successful
Email Analysis 89
1st Email “(First Name), tell us why you are proud to be an AU Grad Student” (Only top shown)
2nd Email Group 6 Life Hacks that Will Help You During Finals Week
2nd Email Group Let's get social (First Name), we are ready to connect with YOU!
2nd Email Group (First Name), Join our social community and become part of the conversation (Bottom Portion. Header not displayed.)
Email: Recommendations  Discover the best email frequency to maximize student response  A way to measure is to look at the average of number of emails Aurora University and competitors send to subscribers per week, month or year.  Stay on top of the inbox  All the segmentation and strategy in the world won’t help if you’re not winning at the point of attack: the inbox.  Remain Flexible  Never forget that email, or any marketing tool, is just that: a tool that’s meant to serve business goals. When a situation changes, there might be a need to include a few new tools. 94
Final Analysis & Recommendations Paid, Social & Email 95
Goals and Objectives Goals  To increase Awareness of AU CAGS  To increase Enrollment in AU CAGS Programs  To drive traffic to the AU website  To increase social media engagement and community size 3 Week Objectives  To increase landing page visits by 10% (505 UPV = 28% increase)  To increase program inquiries by 10% (9 Inquiries in 1st week = 50% increase)  To build a social media community of 375 users (171 members)  To earn 7,500 organic impressions  FB Reach: 5,000 (20,665 earned reach)  Twitter impressions: 2,500 (4,512 earned impressions)
Final Recommendations  Dedicated staff to sustain newly created channels  Content calendar  Make all clicks trackable  Longer campaign time  Make it a school-wide initiative  Utilize other methods to increase social following  Automation 97
Contributors  Vasiliki Barakos  Carrie Bey-Little  Cori Cameron  Dan Creviston  Cynthia Gonzalez  Stuart Hacker  Scott Hardesty  Angelina Lampkin  Sara Meers  Renee Yadav 98

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FINAL Digital Marketing PowerPoint (1)

  • 1. Center for Adult and Graduate Studies Digital Marketing Project MKT 6510 – Advanced Internet Marketing December 16, 2015 Dr. Leila Samii
  • 2. Agenda  Introduction  Presenters  Digital Marketing Project  Research on MBA, MSA, MSDMA  Objectives and Goals  Strategy and Implementation  Paid, Social Media and Email  Analysis of Data  Paid, Social Media and Email  Final Analysis and Recommendations 2
  • 3. Introduction AU CAGS Digital Marketing Campaign 3
  • 4. Introduction  Center for Adult and Graduate Studies had limited digital presence  “Discover what matters and build your life around it.”  Adhere to AU’s core values:  Integrity  Citizenship  Continuous Learning  Excellence 4
  • 5. Introduction  Tasked to implement a full digital marketing campaign  Budget of $3,000 for paid ads, social media and email  Focus on graduate business programs – MBA, MSA and MSDMA  Created strategy for paid ads, new social media accounts and email campaign  Implementation of campaign  Analysis of data from paid, social and email 5
  • 6. AU CAGS Positioning Statement “The AU Graduate Business Programs will prepare graduates for advanced careers in their industry of choice. Our programs are cutting-edge and constantly evolving to provide students with current, real-world experience. Students have the opportunity to learn from award winning faculty and practitioners in their field of study. The collaborative learning environment allows students to gain new network connections and build their life around what matters most.”
  • 9. Target Audience Analysis  Working Professional  Male or Female  Ages 25 to 44  Full-time Job  Interested in going back to school to develop their skills to better run their business  To receive promotions, pay raises and/or new career opportunities  Location (surrounding suburbs-Aurora) 9
  • 10. Customer Personas 10 Undergraduate Working Professional Entrepreneur 22 years old 25 to 44 years old 25 to 44 years old Finishing school Working full or part time Owns their own business Continue education Advance in career Grow Knowledge base to improve business Completed internship Have a family at home Have a family at home
  • 11. Stakeholder Analysis 11 Category Stakeholder Interest Influence Weighted Importance Employees CAGS 5 5 10 Employees Senior Staff 5 4 9 Citizens Prospective Students 3 1 4 Employees Faculty 5 4 9 Citizens Undergraduate Students 2 1 3 Citizens Current Graduate Students 3 4 7 Employees Enrollment 5 4 9 Employees University Staff – Admission & UC 4 4 8 Employees Current /Future Employers 4 3 7
  • 12. Influencers & Competitors  Benedictine University  Northern Illinois University  North Central College  DePaul University  Elmhurst College  University of Illinois Chicago  Roosevelt University  Loyola University 12
  • 13. AU CAGS SWOC Strengths Opportunities  Multitude of resources to run social media  AU Pulse Blog and Podcasts  Aurora University brand  Current Aurora University social media accounts  Opportunity to get the Center for Adult and Graduate Studies on the Internet (SEO)  Chance to establish new platforms and messages  Chance to give prospective graduate students information about program  Chance to focus solely on graduate students  Creating content people will want (to gain followers, it is important to determine what the target audience is interested in learning about before starting)  Reaching the right target audience (research needs to be done to determine that the content will be focused on the appropriate target audience) Weaknesses Challenges  Social media for the Center for Adult and Graduate Studies does not exist  It will take time to see results to see if the campaign is successful  It will take time to create meaningful content that will attract followers  Lack of awareness surrounding the Center for Adult and Graduate Studies as well as their digital channels  Lack of awareness surrounding the Center for Adult and Graduate Studies as well as their digital channels  Current Digital channels are focused on undergraduates 13
  • 15. Target Audience Analysis  Current Business Professionals  Received Undergraduate Degree  Consulting/Strategy Professionals  Human/Organizational Performance Professionals  Business Entrepreneurs  Advancement in Business Career 15
  • 16. Influencers & Competitors  National Business Association  Business Professionals of America  University of IL Chicago  DePaul University  University of IL Urbana-Champaign  Saint Xavier University  Roosevelt University  Northern IL University  Northwestern University  Benedictine University 16
  • 17. SWOC 17 Strengths Opportunities  AU has a great reputation in the local community  Affordability  Classes are offered in the evening for working professionals • Opportunity to get the Center for Adult and Graduate Studies increase Social Media Presence • Chance to establish content using video, podcasts, and graphics • Chance to give prospective graduate students information about program • Build lead capture forms that capture data from SM Weaknesses Challenges • Social media for the Center for Adult and Graduate Studies does not exist • It takes time to build an online community • It will take time to create meaningful content that will attract followers • Lack of awareness surrounding the Center for Adult and Graduate studies as well as their digital channels • Lots of competition in the area  Staff to manage the social media account  Staff to create relevant content for the social media channels  Lack of Funds – Small Budget
  • 18. Keywords  MBA Degree Program  Business Degree  Business Management Degree  Business Administration Masters  Master of Business Administration  MBA  Business Masters Degree 18  MBA Management  Business Program  MBA in Chicago  MBA in Chicago Suburbs  MBA no GMAT Required  MBA no Work Experience Required  MBA Requirements
  • 20. Target Audience Analysis  Working accountants  Non CPAs, bookkeepers  Undergrad studying accounting  AU students, other university students  Career changers  Seeking Master’s in accounting 20
  • 21. Influencers & Competitors  Illinois Board of Examiners  Illinois CPA Society  AICPA  University of Chicago IL  University of IL Urbana-Champaign  Roosevelt University  Loyola University  Western Illinois University  Northwestern University 21
  • 22. SWOC 22 Strengths Opportunities  Affordability  Location  Limited options  Small class size  Increase awareness  No emphasis on paid-search Weaknesses Challenges  Limited budget  Limited awareness  Smaller program  Tax season  Changing the conversion from MBA  Difficult to find on-line  very specific content and audience
  • 23. Keywords  CPA Exam  CPA Program  Masters Degree in Accounting  Graduate Degree in Accounting  CPA  Accounting  Masters in Accounting in Chicago  Graduate Degree in Accounting in Northern Illinois 23
  • 25. Target Audience Analysis  Business and Digital Leaders  Social Media Enthusiasts  Analytical Professionals  Data Driven Individuals  Customer Experience Seekers  Internet Marketing Professionals  Marketing Managers  Operations Managers  Individuals in learning more about digital and analytics 25
  • 26. Influencers & Competitors  American Marketing Association  Business Marketing Association  Society for Marketing Professional Services  Marketing Research Association  Northwestern University  DePaul University  Benedictine University  Lewis University  Elmhurst College  Loyola University Chicago 26
  • 27. SWOC 27 Strengths Opportunities  Digital Marketing is Trending  Geographical Location  Cost of Program  Awareness on Classes/Program  Convert Leads  Increase Inquiries  Graduate collaboration on social media Weaknesses Challenges  Small Budget  Keyword Competition  Geographical Location  Competing Against other Universities in IL  Not having online courses/options  New Program at AU
  • 28. Keywords  Digital Marketing Degree  Masters in Digital Marketing  Digital Marketing Chicago  Analytics Degree  Marketing Masters Degree  Marketing Management  Data Mining Degree  Internet Marketing  Operations Management  Data Analysis  Marketing Strategy  Business Marketing Graduate School  Marketing Masters 28
  • 30. Goals and Objectives Goals  To increase Awareness of AU CAGS  To increase Enrollment in AU CAGS Programs  To drive traffic to the AU website  To increase social media engagement and community size 3 Week Objectives  To increase landing page visits by 10%  To increase program inquiries by 10%  To build a social media community of 375 users  To earn 7,500 organic impressions  FB Reach: 5,000  Twitter impressions: 2,500 Scope
  • 31. AU CAGS Digital Marketing System
  • 32. AU CAGS Revised Digital Marketing System
  • 33. Strategy & Implementation Paid, Social & Email 33
  • 36. Customer Lifecycle Journey 36 Paid Target Audience: Potential Students
  • 37. Paid: Budget  Determine channels and budget  Total Budget: $3,000 Google AdWords LinkedIn Facebook Twitter MSA: $250 MSA: $250 Promo 1: $375 Promo Post: $500 MBA: $250 MBA: $250 Promo 2: $375 MSDMA: $250 MSDMA: $250 General: $250 Total: $1,000 Total: $750 Total: $750 Total: $500 37
  • 38. Paid: Target Audience 38  Google AdWords  Location  Keywords  Facebook  Gender / Age  Location  Keywords  LinkedIn  Location  Industry  Twitter  Gender  Location  Keywords / Interests
  • 39. Paid: Keywords  Research keywords  Google AdWords  MBA  MSA  MSDMA  General  All platforms based on Google AdWords 39
  • 40. Paid: General Keywords  Masters Degrees  Graduate Program  Masters Program  Business Masters Degree  Graduate Degree  Best Business Programs 40
  • 41. Paid: MBA Keywords  Business Administration Degree  Business Degree  Business Management Degree  Masters of Business Administration  MBA  MBA in Chicago  MBA Management  MBA Requirements 41
  • 42. Paid: MSA Keywords  CPA  CPA Chicago  CPA Exam  Accounting Degree Requirements  Graduate Degree Accounting  Masters in Accounting  Masters in Finance 42
  • 43. Paid: MSDMA Keywords  Digital Marketing  Digital Marketing Chicago  Marketing Degree  Marketing Masters  Master Degree in Marketing  Social Media  Social Media Sites  What is Social Media  Web Analytics  Webmaster 43
  • 44. Paid: Ad Content  Created and scheduled ad content  Google AdWords (Search & Display)  LinkedIn  Twitter  Facebook  Ads created to:  Raise brand awareness  Increase traffic to site  Increase # of inquiries 44
  • 45. Paid: Google Ads Content 45
  • 46. Paid: LinkedIn Ad Content MSA Text Ad MSA Sponsored Ad 46
  • 47. Paid: Twitter Ad Content Hands on Business Training Listen to Podcast 47
  • 48. Paid: Facebook Ad Content Listen to AU’s Podcast Learn about Grad Business Programs 48
  • 49. Social Media Strategy & Implementation 49
  • 50. Customer Lifecycle Journey 50 Social 0 Target Audience: Potential Students, Current Students, Alumni
  • 51. Social Media Channels Targeted interests in 3 majors and digital marketing, business-centric subjects (only promoted to Aurora area residents) – New AUCAGS Page Keywords/interests subject of targeting; took advantage of ‘pinned’ tweets – @AUCAGS Industry and program targeted, greater Chicago area residents (existing LinkedIn page)
  • 52. Social Media Content Promoted posts to landing page (with all 3 majors) and ‘Graduate School 411’ podcast on AU Pulse; industry-relevant articles, links to individual major landing pages Short messages; incorporated hashtags, links, and why they should click; links to AU pages and industry- related content Short messages; links to individual program landing pages
  • 57. Social Media Timing Multiple times per day; method up for improvement (2-3 times per day is recommended) Frequent posts  10+ per day; Recommended to ‘cluster’ tweet (5 tweets in a row, 2-3 times per day); utilized SM tool HootSuite 5 day LinkedIn ad targeting industries in greater Chicago area
  • 59. Customer Lifecycle Journey 59 Email Target Audience: Current Students
  • 60. Email Campaign Strategy 3 Week SMART Objectives To obtain 75 new social media members To obtain a 35% email open rate To obtain a 10% email click through rate (CTR) Target Audience Current MBA, MSA, and MSDMA students within the AU CAGS Customer Lifecycle
  • 61. Email Campaign Round 1 Subject: Stuart, tell us why you are proud to be an AU Grad Student Sent: Sunday, December 6, 2015 5:58:15 PM Target: All Current AU CAGS Graduate Students
  • 62. Email Campaign Round 2 GROUP 1 Subject: Cheryl, Join our social community and become part of the conversation Sent: Friday, December 11, 2015 4:29:50 PM Target: Current students that did not open first email GROUP 2 Subject: Let's get social Lisseth, we are ready to connect with YOU! Sent: Friday, December 11, 2015 4:27:59 PM Target: Current students that opened first email
  • 63. Email Campaign Round 2 GROUP 3 Subject: 6 Life Hacks that Will Help You During Finals Week Sent: Friday, December 11, 2015 4:28:07 PM Target: Current Students who opened and clicked the first email
  • 66. Paid: Analysis  Total Spend: $2,338.06  Determined baseline from prior AU Grad campaigns  No baseline for LinkedIn Sponsored Ads  Higher Google AdWords baseline 66
  • 67. Paid: Google AdWords Analysis  Total Spend:  Google AdWords Total: $674.93  Search: $151.74  Display: $523.19 67 Ad Name Clicks Impression s CTR Avg. CPC Cost Avg. Position MBA 88 6,131 1.44% $1.56 $137.26 1.4 Baseline 328 18,691 1.75% $1.39 $155.38 1.4 Comparison -240 -12,560 -0.31% $0.17 $317.22 0.0 MSA 88 22,033 0.40% $2.73 $240.41 1.9 Baseline 132 7,174 1.84% $1.18 $155.38 1.4 Comparison -44 +14,859 -1.44% +$1.55 +$85.03 -0.5
  • 68. Paid: Google AdWords Analysis Continued 68 Program Clicks Impression s CTR Avg. CPC Cost Avg. Position MSDMA 75 15,194 0.49% $1.92 $143.80 1.3 Baseline 30 2,073 1.45% $1.65 $49.58 1.8 Comparison +45 +13,121 -0.96% +$0.27 +$94.22 +0.5 General 95 8,559 1.11% $1.62 $153.46 1.9 Baseline 238 26,919 0.88% $2.38 $565.91 2.3 Comparison -143 -18,360 +0.23% -$0.76 -$412.45 +0.4
  • 69. Paid: LinkedIn Analysis  Total Spend: $419.95  Text Ads: $129.57  Sponsored Ads: $290.38 69 Text Ads CTR Avg. CPC Avg. CPM Total Spent Baseline 0.009% $8.39 $0.77 $503.14 MBA 0.010% $6.53 $0.62 $58.74 Comparison +0.001% -$1.86 -$0.15 -$444.40 MSA 0.012% $5.73 $0.67 $63.00 Comparison +0.003% -$2.66 -$0.10 -$440.14 MSDMA 0.000% $7.83 $0.35 $7.83 Comparison -0.009% -$0.56 -$0.42 -$495.31
  • 70. Paid: LinkedIn Analysis Continued 70 Sponsored Ads CTR Avg. CPC Avg. CPM Total Spent Baseline (Text) 0.009% $8.39 $0.77 $503.14 MBA 0.198% $7.24 $14.31 $115.76 Comparison +0.189% -$1.15 +$13.54 -$387.38 MSA 0.220% $6.33 $13.92 $75.92 Comparison +0.211% -$2.06 +$13.15 -$427.22 MSDMA 0.211% $8.97 $18.95 $98.70 Comparison +0.202% +$0.58 +$18.18 -$404.44
  • 71. Paid: Twitter Analysis  Total Spend: $493.43 71 Ad Name Impressions Engagements Engagement Rate Cost per Engagement Amount Spent Baseline - - 1.0-2.0% - - Business Training 13,693 534 3.90% $0.83 $444.95 Comparison - - +1.9% - 2.9% - - Podcast 3,184 47 1.48% $1.03 $48.48 Comparison - - -0.52% - +0.48% - -
  • 72. Paid: Facebook Analysis  Total Spend: $749.75 72 Ad Name Reach Results Result Rate Cost per Result Amount Spent Baseline - - 2.00-2.45% - - Podcast 27,256 239 0.88% $1.57 $374.75 Comparison - - -1.57% to -1.12% - - Grad Business Programs 24,419 243 1.00% $.154 $375.00 Comparison - - -1.45% to –1.0% - -
  • 73. Paid: Recommendations  Longer campaign time  Tracking beyond clicks  Google AdWords Search vs. Display  Retargeting campaign  Continue use of LinkedIn Sponsored Ads  Continue use of Promoted Tweets 73
  • 75. Social Media Analysis Facebook Twitter LinkedIn Hootsuite 75
  • 76. Facebook Business Page Top Reach and Engagement 76
  • 77. Facebook Business Page 12/04/2015 to 12/12/2015 Total Page Likes 141 Weekly Reach 284,706 Weekly Organic Reach 15,768 Weekly Reach 284,706 Consumption 2,394 Negative Feedback 84 77  Page Launched December 2nd, 2015
  • 78. Facebook Business Page 12/04/2015 to 12/12/2015 Engagement 4,290 Paid Reach 268,938 Organic Reach 20,665 Total Reach 293,774 Organic Impressions 77,161 Paid Impressions 387,687 Total Impressions 464,848 78
  • 79. Facebook Business Page Dec 4 Dec 5 Dec 6 Dec 7 Dec 8 Dec 9 Dec 10 Dec 11 Dec 12 Organic LIKES 40 ADS LIKES 9 7 14 10 3 On The Page 2 3 4 3 4 5 Page Suggestions 5 1 2 Uncategorized Desktop 5 1 Uncategorized Mobile 3 1 1 1 UnLIKES 2 1 NET LIKES 53 14 11 17 16 6 5 5 3 79
  • 80. Facebook Business Page Likes By Top Cities Total Cities with LIKES (59) – NOT page LIKES City LIKES Oswego 9 Romeoville 10 Champaign 12 Woodstock 12 Elgin 13 Joliet 14 West Chicago 15 Naperville 27 Bolingbrook 34 Chicago 81 Aurora 198 Total Lifetime LIKES By City 635 80
  • 81. Facebook Business Page Top Posts - Reach and Engagement 81
  • 82. Facebook – Hootsuite Snapshot 82
  • 84. Twitter – Most Popular Posts SAS – Digital Marketing The Future of Digital Marketing – How It’s Changing in 2016 Aurora – Grad School 411 Apple is already planning the next version of its TV How to Create a Digital Marketing Measurement Strategy 84
  • 86. Today’s Situation As of December 12th, 2015 86
  • 87. Facebook, Twitter, & LinkedIn Facebook Encourage Involvement Provide useful content Twitter Consider using a specific # Engage with followers LinkedIn Create page for AU CAGS Continue text ads 87
  • 88. Social Media: Recommendations 88  Engage with followers and provide relevant, helpful content in order to increase the following  This will show us as an authority in our fields and drive inquiries to our website  Focus on organic reach  Get the students, alumni and faculty involved in sharing and engaging  This will increase the number of impressions  Social Media isn’t a “one way” tool  It takes a community  Everyone must take ownership to make this successful
  • 90. 1st Email “(First Name), tell us why you are proud to be an AU Grad Student” (Only top shown)
  • 91. 2nd Email Group 6 Life Hacks that Will Help You During Finals Week
  • 92. 2nd Email Group Let's get social (First Name), we are ready to connect with YOU!
  • 93. 2nd Email Group (First Name), Join our social community and become part of the conversation (Bottom Portion. Header not displayed.)
  • 94. Email: Recommendations  Discover the best email frequency to maximize student response  A way to measure is to look at the average of number of emails Aurora University and competitors send to subscribers per week, month or year.  Stay on top of the inbox  All the segmentation and strategy in the world won’t help if you’re not winning at the point of attack: the inbox.  Remain Flexible  Never forget that email, or any marketing tool, is just that: a tool that’s meant to serve business goals. When a situation changes, there might be a need to include a few new tools. 94
  • 96. Goals and Objectives Goals  To increase Awareness of AU CAGS  To increase Enrollment in AU CAGS Programs  To drive traffic to the AU website  To increase social media engagement and community size 3 Week Objectives  To increase landing page visits by 10% (505 UPV = 28% increase)  To increase program inquiries by 10% (9 Inquiries in 1st week = 50% increase)  To build a social media community of 375 users (171 members)  To earn 7,500 organic impressions  FB Reach: 5,000 (20,665 earned reach)  Twitter impressions: 2,500 (4,512 earned impressions)
  • 97. Final Recommendations  Dedicated staff to sustain newly created channels  Content calendar  Make all clicks trackable  Longer campaign time  Make it a school-wide initiative  Utilize other methods to increase social following  Automation 97
  • 98. Contributors  Vasiliki Barakos  Carrie Bey-Little  Cori Cameron  Dan Creviston  Cynthia Gonzalez  Stuart Hacker  Scott Hardesty  Angelina Lampkin  Sara Meers  Renee Yadav 98

Editor's Notes

  • #17: & many more – high competition https://www.google.com/#q=national+organizations+in+business
  • #22: & more
  • #27: http://www.mastersindatascience.org/schools/illinois/
  • #33: The model is continuously evolving and we were able to learn more about how all of the pieces of our Digital Marketing Strategy fit together throughout the whole process
  • #37: undergrads, current students, entrepreneurs, those with full-time jobs, interested in learning more about particular topic (student at large)
  • #39: Google AdWords -30 miles around Aurora, Illinois -Targeting based on keywords in search and display networks   Facebook -Age: 22-50 -Gender: Male/Female -25 miles around AU -Interests based on keyword selection   LinkedIn -Greater Chicago Area -Users targeted based on industry   Twitter -Chicago Metro Options (can target user by country, state, regions or metro areas) -Gender: Male/Female -Keyword targeting based on program and keyword selection -Interests based on programs and keyword selection
  • #40: Researched keywords based on success of previous campaigns as well as our thoughts Used Google AdWords to determine which keywords to use All ads on other platforms were based on search results from Google AdWords
  • #67: Total spend will broken down by channel over the next 4 slides Didn't use the full budget due short campaign time, limited time to analyze and reallocate dollars, limited time optimize Baseline – Average results of prior Google, LinkedIn, Twitter & Facebook No baseline for sponsored ads because it was the first time AU has run sponsored ads on LinkedIn Google AdWords baseline will be higher than the campaign averages for this campaign because AU typically runs campaigns for at least a month and can make changes based on results A week long campaign didn’t allow for enough time to be able to analyze results and make the necessary changes
  • #71: Note: The baseline when comparing the sponsored ads is text because we have never run sponsored ads before
  • #72: Note: Baseline for Twitter has been for past Twitter ads, but this is the first time we tried promoted tweets
  • #73: Note: baseline has been for Facebook ads and we did promoted posts, so as with Twitter, these are slightly different
  • #74: Longer campaign time to analyze and reallocate dollars accordingly Set up tracking beyond the click so we can see which clicks are turning into inquiries and which channels are most successful (can see where the inquiries are coming from and which produces more quality leads) Focus dollars more on search network in Google AdWords (versus display network) even though it is more competitive (allocating money to what people are actually looking for) Include retargeting campaign in Google AdWords to show ads to visitors who have already expressed interest in our product (further increase awareness and in turn likes) High success with the LinkedIn Sponsored Ads – use this type of ad in future campaigns (further increase awareness and inquiries) One of our promoted tweets performed much higher than usual 1-1.5% for ads – use promoted tweets more in the future (further increase awareness and inquiries)
  • #77: Facebook Insights vs. Down load (SNAPSHOT OF what’s happening on a Fan Page)
  • #78: Weekly Reach : The number of people who saw any of your Page posts. (Unique Users) Paid + Organic Weekly Organic: The number of people who saw your Page posts in news feed or ticker, or on your Page's timeline. (Unique Users) Weekly Paid: The number of people who saw your Page posts in an ad or sponsored story. (Unique Users) Weekly Consumption: The number of people who clicked on any of your content. Stories that are created without clicking on Page content (ex, liking the Page from timeline) are not included. (Unique Users) Weekly Negative Feedback: The number of people who have given negative feedback to your Page. (Unique Users)
  • #79: Weekly Engagement: The number of people who engaged with your Page. Engagement includes any click or story created. (Unique Users) total Reach: The number of people who have seen any content associated with your Page. (Unique Users) Organic Reach: The number of people who visited your Page, or saw your Page or one of its posts in news feed or ticker. These can be people who have liked your Page and people who haven't. (Unique Users) Paid Reach: The number of people who visited your Page, or saw your Page or one of its posts in news feed or ticker. These can be people who have liked your Page and people who haven't. (Unique Users) Impressions: "the total number of times the ad referenced has been shown on the site." This means that when an ad appears on the right side of the screen while a user is viewing Facebook, an impression is registered to your Facebook advertising account.
  • #86: This importance is this data is that is begins to give us a picture of the number of people we are able to reach through tweets, retweets and engagement with our followers.
  • #87: Use brief bullets and discuss details verbally.
  • #92: CAGS 2
  • #93: CAGS 3
  • #94: CAGS 4