Stop Proposing on the First Date
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The document outlines the strategic updates to the marketing approach at the University of Wyoming, focusing on enhancing the website and increasing enrollment through targeted campaigns using HubSpot. It emphasizes the need for integration between marketing and admissions, along with a focus on content strategy and data-driven decision-making. The reported outcomes include significant web traffic increases and an estimated $8.6 million ROI from marketing efforts.
Stop Proposing on the First Date
- 3. Driving change at UW Updating marketing strategy What is inbound marketing? Content and systems Digital Darwinism Building Strong Partnerships
- 4. • 12,500 students • Only 4-year institution in the state • Located in Laramie, WY
- 5. Situation • Website needed to be updated, but no one knew why • Challenged by President Laurie Nichols to increase enrollment: • First Time • Transfers • Supporting Admissions & Enrollment was new for Institutional Marketing • Marketing Strategy had to be adjusted to fit budget and initiatives
- 7. • Our website was being used as an internal tool • We weren’t serving our mobile audience • We weren’t making the grade
- 8. • Major Website Overhaul • Driving Organizational Change • Using HubSpot as the catalyst • Launched highly targeted ad campaign
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- 12. • How is your website being used? • Is Admissions a focus? • Are you…proposing on the first date?
- 14. • Landing Pages • Blog • Keyword Research • Integrating Content Strategy with Admissions • Measuring and tracking every advertising medium
- 16. • Recruited student bloggers • Combination of keyword-specific and organic content • Creation of gated content to drive leads • Social media primary traffic driver for content strategy
- 17. Marketing Systems – Marketing Software & Website Analytics, Workflows Admissions Systems – CRM & Student Information Systems
- 18. • Systems Audit • Paths to efficiency • Integrating communications to achieve goals and objectives
- 19. • Inventory print and electronic communications – past messaging • Craft message and tone to audience perspective, not institutional • Define touchpoints and communications intervals • Design communications workflow
- 23. • Build trust early and often • Communicate • Meet, then meet some more!
- 24. • Admissions departments should not be… • Marketing departments should not be… • Understanding and supporting academic areas
- 25. • Create a service level agreement • Aligning staffing for university focus • We’re on the same team • Define integrated systems and processes together
- 27. • Failing forward • Progress over perfection • Working in a living system
- 28. • 20% of confirmed freshmen and transfer students originated from a HubSpot landing page • Estimated campaign ROI was $8.6 million • Additional funding for marketing/advertising • FTE increase • Increased systems efficiencies
- 29. • Jenny Petty jpetty7@uwyo.edu LinkedIn • Kyle Moore kyle.moore@uwyo.edu LinkedIn • Pamela Ten Eyck pteneyck@uwyo.edu LinkedIn
Editor's Notes
- #4: Kyle – mention 5 takeways that will be mentioned throughout
- #7: - We have more data than we’ve ever had before; USE IT
- #9: https://stock.adobe.com/search?filters%5Bcontent_type%3Aphoto%5D=1&filters%5Bcontent_type%3Aillustration%5D=1&filters%5Bcontent_type%3Azip_vector%5D=1&filters%5Bcontent_type%3Avideo%5D=1&filters%5Bcontent_type%3Atemplate%5D=1&filters%5Bcontent_type%3A3d%5D=1&filters%5Bcontent_type%3Aimage%5D=1&k=laptop+and+phone+on+white&order=relevance&safe_search=1&search_page=1&acp=&aco=laptop+and+phone+on+white&get_facets=0
- #14: Stop Proposing on the First Date
- #15: Jenny
- #17: https://stock.adobe.com/images/viele-fauste-bauen-einen-turm/23716365?prev_url=detail
- #19: Systems Audit – where is the data coming from? What is the current process?
- #25: Admissions needs to be a partner to marketing, not a client
- #26: Kyle – what the working relationship looks like, defining boundaries, turn around times, etc.
- #28: Jenny – Doesn’t matter where you start, just start