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The document provides an overview of a presentation given by Jessica Krywosa on developing an effective digital marketing strategy for university admissions. Some key points include: - The importance of having a clear strategy and measuring results to see what is working and make adjustments - Using analytics tools like Google Analytics to track key metrics like applications, enrollment, engagement, and set up goals and segments - Testing tactics like email campaigns and landing pages to optimize content and improve outcomes - Continually monitoring results, reporting findings, and updating the strategy based on learnings
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- 1. Jessica Krywosa Director of Web Communication Suffolk University, Boston
- 2. Agenda ● A little about me / A lot about you ● Setting the tone: the basics ● Importance of Sticking to a Strategy ● Measurement via Your Website ● Optimization for Insight & Results
- 3. Hi! I’m Jess… ● Originally from Upstate NY (Lewis County) ● Degrees in Communication and Integrated Marketing ● 11 years in education communication/marketing ● NCLB grant, MA DOE college access campaign, local and national college access and education reform work ● Special expertise in college access for underserved audiences
- 4. …Where am I? ● Originally hired as Director of Electronic Marketing for Enrollment, Retention and International Programs (one division) ● Moved 2 years ago internally to newly formed Office of University Communications (separate division) ● Still primarily focused on enrollment/retention projects ● Work closely on other university projects for electronic strategy, measurement & integration
- 5. Where Do You Sit? ● Politics can be a major hindrance ● Do you currently work from a marketing strategy? ● School Vs. Department ● Focus: Admissions Marketing
- 6. Happy with your website? ...Neither are we….
- 7. Your Site = Communications Hub http://www.seosmartlinks.com/link-building/
- 8. Affecting Change ● The Big Picture. Find it. ● What’s important? Measure that. ● What works? Do more of it. ● ‘We’ > ‘Us’ > ‘Me’
- 9. What Questions are you asked…
- 10. About effectiveness: “DID IT WORK?”
- 11. About web traffic: “HOW IS THE WEBSITE DOING?”
- 12. About ‘campaigns’: “DID THEY READ OUR EMAIL?”
- 13. Marketing Solves a Problem… ..A Specific One
- 14. Finding a Solution ● Define the problem ● Research the audience ● Build the tactic ● Measure & adjust
- 18. Defining Success ● Benchmark ● Deadlines ● Flexibility ● Learning
- 19. Stick to (& maintain) a Strategy
- 20. Who are We? ● What are our institutional goals? ● How does our dept support these? ● What problems do we currently face? ● What tactics are pushing to the .edu? Why?
- 21. Maintenance ● Is your strategy dusty? ● Does everyone work from it? ● Have we shared our current reporting on it? ● What needs to be changed?
- 22. Strategies are not static: we can adjust them at any time
- 23. Measurement
- 24. Tactic Audit ● What types of tactics are you using most often? ● What will success mean for each tactic? ● How will you measure each channel? ● What kind of ROI are you going to calculate?
- 25. Tactics & Channels Together ● How do they intersect ● How do they differ ● Are we looking at the total package ● Define both tactic and channel measurements
- 26. KPI’s or ‘Big Picture’ ● Outcomes ○ Conversions ○ Engagement ○ ROI ● Specific to Admissions ○ Downloads (specific audience goals) ○ Clicks to external pages (applications, etc.) ○ Visit registration ○ Dept of visit ○ New visits/locations ○ Travel
- 27. For Admissions: Applications & Enrolls
- 28. For Admissions: Applications & Enrolls ○ Engagement ○ Downloads ○ Visits ○ Email Opt in ○ Social Media
- 29. Set Google Analytics Goals ● Downloads ● Clicks ● Plays ● Engagement ● Registrations ● Payments
- 30. Use Advanced Segments ● International ● Mobile ● Social Media ● Organic Search
- 31. Use Annotations ● Campaign start ● Campaign end ● Changes?
- 32. What works? ● Analyze tactics ● Uncover hidden strengths/weaknesses ● Set specific increases (%) ● Change affected? ● Note time of year, year over year
- 33. Monitor & Update
- 34. Testing & Optimization ● Email ● Online Ads ● Web pages ● Landing Pages ● Social Media & Other Referrers
- 35. Offline Redirects: Do people use them?
- 38. Let’s Focus on Two… Email & Landing Pages
- 39. Optimizing: Email ● Subject Lines ● Body Copy ● Buttons for CTA ● Placement ● Images ● Mobile
- 40. Optimizing: Landing Pages ● Form length ● Buttons for CTA ● Body Copy ● Images ● Simplicity
- 41. A/B Split or Multivariate ● A/B ○ Simple – A or B (and sometimes C) ○ Software (ESP) or Self ● Multivariate ○ More complex – A1, A2, A3, and B1, B2, B3, and C1….. ○ More likely software
- 44. Testing is never ‘one and done’
- 45. Do You Report Findings? ● Who receives reports ● How are they used ● What format should they take ● How often should they be updated ● What type of information should they include
- 47. Let’s Continue… @jesskry doteduguru.com Krywosa.com
- 48. Further Discussion? Anything else? If not….Thanks!