Budget Advisory Group IV Communications & Marketing Presentation March 11, 2010

ProfileThe Office of Communications & Marketing functions as a strategic and tactical public relations and marketing resource for the University at Albany.

Current budget:

FTE 21.0SALARIES $1,427.3MTS/OTPS $97.6K

$1,524.9M

21 FTE’s across three units: Marketing Services, Communications, Digital & Social Media

Communications & Marketing

Greatest Challenges (Bag III)

• Making our website an efficient easily updateable and effective communications and marketing tool, one that reflects the integrity of the university

• Leveraging the use of social media in a meaningful way so that Ualbany’s communications are relevant to its target audiences

• As our unit shrinks, the demand to adopt to the new web technologies and social media revolution has never been greater.

Mobile Technology as it relates to web site

Less IT Support (3.5 FTE to 1.5 FTE)

Establishing Communications Support for Strategic Plan

Visitors (not Visits)

Home Page

Visits vs Unique Visitors - External

Mobile Visits

Mobile Tablets Sales

iPad 300,000 at launchGoogle Tablet 600,000 at launch

iPad 7.3 million in Quarter 1

15 million in nine months

iPad 2 (launch 3/11/11) 5.5 million in Quarter 1(projected sales)

Top Pages – External Visits

What impression are we making to 3.2 million visitors per year?

Updated MyUAlbany

Top Pages – External Visits

Top Majors – External VisitorsFindingsFindings Business, Criminal Justice, Biology and Psychology - most clicked on majors

for the last five quarters Math is new to the top majors list (Note: Math moved its website to the

albany.edu server September 2010) Math and Computer Science replaced Communication and Music as top 10

majors compared to Q409

Top Graduate Programs – External VisitsFindingsFindings• Baseline data - Graduate programs data new to albany.edu server

State of Online Video

Pew Internet & American Life Project – June 2010

Collaborative Content

DevelopmentUser Generated Video contest

Advisement/Admissions/Acad. Dept/DevelopmentAcademic Major Profile Videos

The Present = Integrated Content

Improved Video Experience

The Results

Allows for dedicated and branded content in controlled environment

Conclusion

• Reinvestments in communications and marketing should take place in web development.

• Increased demand for digital assets

• As UAlbany begins implementing the Strategic Plan there will be increased demand for Communications and Marketing Support

• 10% Scenario - total cut of $152,400– Loss of 3.00 FTE (From 21 to 18 FTE)

• 14% Scenario - total cut of $213.5K– Loss of 4.2 FTE (From 21 to 16.8)

• 2% reinvestment would be allocated to hiring web personnel

Conclusion