Internet Marketing Campaign Sample: Graduate Distance Engineering Education

Internet Marketing UNIVERSITY OF COLORADO BOULDER

Online Graduate Engineering ProgramsA select set of flexible graduate programs available in the classroom, from a distance or both. 24/7 distance access is powered by the Center for Advanced Engineering and Technology Education

Engineering Management Program

Interdisciplinary Telecom Program

Electrical, Computer and Energy Engineering

Computer Science

Digital Energy Program

Aerospace Engineering Sciences

Renewable EnergySep 2011-May 2012

A Case Study

synergy

04/09/2023 DRAFT Marketing Plan.. work in progress

From Silo to IntegratedSynergistic Strategy• Build brand awareness and

name recognition– Sustainable competitive

positioning– Key messaging

• Increase sales (increase enrollments)– In order to increase enrollments,

you need lead generation and lead nurturing• Marketing = lead generation• Sales = lead cultivation• Advising = lead conversion

• Metrics: accountability for established conversion points

May 2011 – May 2012• Situation analysis• SWOT• Four P’s analysis• Target audience• Current condition• Competitive landscape• Fiscal goals• Product development• Infrastructure• Market research• Business development• Marketing strategy• Lead generation• Internet marketing• Digital media creation• Materials strategy

baseline & goal

04/09/2023 DRAFT Marketing Plan.. work in progress

• CAETE – 400 base enrollments– 2012: 40 new enrollments

• EMP (576 distance students for fall 2010, spring/summer 2011)– 35 new enrolled for fall/spring

2011– 30 new applicants for Oct 15

deadline• ITP (55 new on campus students 8

new distance students for 2010-11, entering this fall 35 new 2011)

• DLP (444 distance for Aero, Civil, Computer Science, Electrical & Computer, Mechanical and Business for fall 2010, spring/summer 2011)

Baseline & Goals

brand

• High quality graduate education from CU-Boulder

• Program part of a select set of flexible options available in person, from a distance or both

• From the highly ranked College of Engineering and Applied Science

Brand Hierarchy

College o

f Engin

eeri

ng &

Applied

Sci

ence

University of Colorado Boulder

Program

Positioning “distance education”• CAETE, EDGE, LOGin,

UNITE• University name online

e.g. ASUOnline• College/School name

online e.g. Engineering for Professionals (Purdue)

• Associated with professional studies and or continuing education e.g. Stanford Center for Professional Studies

Acronyms provide little value in marketing

Online can be confused with IEEE and other “association” professional training

Is it the real deal – lesser quality than those who earn their graduate degree on campus?

Separate from College of Engineering but raises the question, is it equal?

Competitive Brand & Position

message strategy

[key message grid]Providing a “One Voice” consistency across our core competencies, value proposition, primary message

statements and overall goals and objectives.

Use Steps Final Document Application

The Key Message Grid is used by all individuals who are involved in preparing and distributing any messaging for an organization.

This includes • Leadership• those who answer

the phone• administrators • web site authors • vendors • employees who

serve on committees

10 Steps from evaluation to execution

The “final” Grid is a living, breathing document - one that evolves and is added to over time.

The core of the content in the Grid should not change unless the overall mission and vision of the organization changes.

Upon completion - the Grid is the primary tool for a writer creating materials for multiple mediums

One VoiceA process to achieve consistency

Empowerment in message

Maintain Voice and consistency

Leadership, Business Performance, Project Management, R&D Management

Tags

• Lead the future of Engineering Management

• Manage your highly successful career

• The growing alternative for engineers in business

• The MBA for the technical mind

The Lockheed Martin Engineering Management Program at the University of Colorado-Boulder provides a high quality graduate-level academic curriculum established to serve working engineers and technical professionals wherever they are.

leadgenerationcultivationconversion

Fill out online form

Name goes into

database > prospect

Cultivation Close

Lead Generation Activities

Referrals

1:1 marketing

SEO

Purchased names

Internet mkg

Auto e-mail Customized personal email

Multiple touch points

Advising meetings

Phone calls

Response emails

CREATE CONVERSIONS

Positioning | Key messaging | Virtual Info Sessions | Web content | Materials

Try before you apply

Register

Apply

Lead Generation Process

Inquiry Sources<CAETE Front D

esk ECOT 206>

Phone

Walk-in

E-mail

Events

Campaigns

Personalized “thank you,” elevator speak, &

invitation email with applicable attachments or letter with 6x9/one-pager; answer specific

questions & refer specific questions to the appropriate grad

advisor<Front Desk,

24 hr turnaround>

Collect attendance information

<Front Desk>

CRM<Front Desk>

Two-week follow-up email re: benefits of

program & invitation to take action (visit on-site

or virtual, webinar or info session, apply,

register <Admissions Dir,>

Auto Email

Four-week follow-up email re: alumni

connection & invitation to take action (visit on-site or virtual, webinar or info session, apply,

register <Admissions Dir,>

Has lead applied or registered

?

Yes

No

Send applicable welcome email;<Admissions Dir,

2 week turnaround>

Send applicable follow-up email;

<Admissions Dir,2 week turnaround>

Eight-week follow-up email re: employment

opportunities & invitation to take action (visit on-site or virtual, webinar or info session,

apply, register <Admissions Dir,>

Twelve-week follow-up email re: application

and/or registration & invitation to take action (visit on-site or virtual, webinar or info session,

apply, register <Admissions Dir,>

Sixteen-week follow-up email re: why CU &

invitation to take action (visit on-site or virtual, webinar or info session,

apply, register <Admissions Dir,>

Eighteen-week follow-up email re: information session / experience webinar & invitation to take action (visit on-site

or virtual, webinar or info session, apply,

register <Admissions Dir,>

Will receive all emails from CAETE office

14

Phase 1: Generation & Cultivation

Lead Management Process Flow

Conv

erte

d Le

ads

Registered or Ready to Register

Applied or Ready to Apply

Grad Advisor sends link to application form &

follows up until application received

Follows registration procedures, non-degree

students receive registration confirmation

from CAETE Registrar

Admitted or

Denied

15

Phase 2: AdmissionAdmitted = Grad

Advisor sends acceptance letter with

deadline to accept, decline, or defer

Denied = Grad Advisor sends denial letter

CRM

Accepted = Grad Advisor sends admission paperwork to Registrar (CEPS or main campus)

& sends letter and promotional item to

student

Decline = Grad Advisor sends survey to student re: why they opted not

to attend

Defer = Grad Advisor send deferment letter

Phase 3: Acceptance

Enroll (registration) = Grad Advisor sends

letter & promotional item

No Show = Grad Advisor sends survey to

student re: why they opted not to attend

Attend = Grad Advisor sends letter &

promotional item

Phase 4: Attend & Retain

Lead Management Process Flow

Phone Inquiry

Web Request Info Form

Outbound Marketing

Auto emailPersonal call or email by marketing

(within 48 hours)

2 3 4 5 6 7 8 9 10

Info entered in database or lead management tool

Answer generic questions

Refer specific questions to adviser

• Online meetings• Email response

• Phone calls• Face to face meetings

• Web updates, videos• Marketing materials• Strategic personal touch by

marketing• Online chat

Prospect option to Opt-Out

Benefits-Focused Emails

Prospect Communication Process

project planning

Market Research – Focus Groups EMP Image, Brand – Logos, key messages, Strategic Plan

Synergy Marketing Goals, analytics, internet mkg, lead gen, proj man

Email & Online Meetings

Collateral materials, PowerPoints, Web, Creative AssetsPrint publications, merchandising, landing pages, EMP web overhaul/CMS, photography, video capture, features

Business Development Pilot – Ball Aerospace, NREL, SWE

CRM– Lead Management Process

EMP Access Dbase

Current Condition – ITP, DLPEnrollment stats, strengths, weaknesses, barriers, opps

Digital Energy launch plan

Competitive AnalysisDistance programs ITP, DEP, EMP and the rest…. SWOT in process

July Aug Sep Oct Nov Dec Jan Feb Mar April May June July Aug Sep Oct Nov Dec Jan

Current Condition - EMPEnrollment stats, strengths, weaknesses, barriers, opps

Website analytics, SEO

Get familiar with EMP, ITP, DEP, CAETE, CEAS and CU Boulder – students, faculty, staff and internal bridge-building

2010 2011 2012

July - Dec 2011 Marketing Strategy & Tactics

Gradschools.com listing, banners, pay-per-click

Advertising & Military Fairs

Jan Feb March April May June July

Internet marketing(Landing pages, email template, banner ads)

CRM launch + prospect email “drip” campaign

Creative Assets 1-pagers; Degree & Certificate Sheets; Faculty Profiles; Research and Student

Projects; CoursesVideo Testimonials – Students, Faculty and Alumni

Business Development Pilot – Ball Aerospace, NREL, SWE

Publicity – 3-5 articles

Conversion process continual improvement+ Weekly Analytics & Reporting

Websites – EMP, ITP

Local radio – NPR

Jan - July 2012 Marketing Strategy & Tactics

research & developmenttesting | webinars | data management | multimedia development

Communication FunnelEmails & Info Sessions: Fall 2011

E-mail

Opt Out

Remove from prospect list

(KL/PT)

No Response

4-6 weeks later receive follow up 1 email from KL/PT

4-6 weeks later receive follow up 2 email from KL/PT

Signs up for Info Session

Email sent with Info Session log in

info

Sign up – Attend Thank you - check out spring class

4-6 weeks later receive follow up email from KL/PT

Sign up – Do Not Attend

Sorry we missed you Invite to next

session

Day-to-day program engagement: emails, phone calls, web searches, advising

Goals for Marketing• Test drive the process• Learn• Adjust• Try again

E-mail #1• Theme: “Thank you for Connecting

with Us”• Call to action – sign up for info session

and pick a course that starts in the spring

• Email drops Sep 30• Follow ups with info session log in info• Follow ups post info sessions (per

program)Oct Info Session• Focus: Background and features of

program• Program features: length, pricing,

degrees, certificates, calendar items• Program flexibility – distance and on

campus• Who is the program, why this program• Next steps – start a class now, connect

with advisor

Email Tests & Online Info SessionsOctober | November | December

SWE & Ball AerospaceWebinar | Kick Off Mtg

• Theme “Continuing education”

• Focus: Graduate engineering education with emphasis on CAETE programs

• Listening and learning

Webinar-Specific Notes• Two faculty, 1 current student, 1

alumni (Marcie/Rebecca facilitate)

• November webinar

• 10% discount

• One hour lunch and learn

• Live format with Q&A

• Taped for future viewing

• Invites will go local, regional and national

Multimedia DevelopmentPhotography

• Purpose: Use in series of videos to be produced for web, advertisements, email

• Goal: Library of generic footage for 2-3 year use

• Key messages to convene• Graduate-level• Anytime, anywhere with

mobility• Breadth and depth of

region• CU statistics and

rankings

Shot List• Campus • Boulder• Denver• Interlocken

Multimedia DevelopmentVideo B-roll and interviews

EMP video: Grant Beverage, alumnus

EMP video: MaryKate O’Brien, student

Multimedia DevelopmentHtml > CMS for EMP

June 2009-Jan 2012

Jan 2012+

• Central management for all incoming leads

• Qualify leads

– A (Alpha) interested, timing, tuition on track

– B (Beta) interested, not committed in timing or tuition

– Z (Zeta) non responder for 24 months

• Drip Messaging

– Develop a high quality steady flow of communications, with program specific information, with calls to action to keep the prospect engaged in order to deliver a positive brand experience.

– Thematic emails that cover important topics relating to distinctive program benefits and features as well as critical issues to resolve when selecting your program.

Create an “ideal” for the prospect—one that plays to

our particular strengths. I want to get a

master’s degree

I want to start next fall

My company has education benefits

Database Development & Lead Management

Customer Relations Management System | salesforce.com

BETA status changes to

ALPHA when prospect clicks “I’m ready to

connect”

Drip Messaging as part of CRM

Email 2

Email 3

Email 4

Email 5

Email 6

Email 7

Email 8

Email 9

Email 10

ETCB

eta

Sta

tus

internet marketing

• Purpose and message:

• Increase enrollment

• Build awareness

• Engage prospects when they are actively thinking about returning to school for one of these areas of study

• Encourage them to enroll in a class now and apply later.

Components• Banner ads

• Adwords

• Skyscraper ads

• Landing pages

• Monitor, reporting, analytics

Goals• 4% increase in applications• 10% increase in enrollment

Internet MarketingGo global > Capture their data > Convert

Internet Marketing

Landing Pages

• PPC Campaign with a $0.72 bid price

• Flight: 3/13/12 – 5/31/12• Targeting: Detailed on following

slides by program

Total Facebook Investment: $7,760 gross

Internet MarketingFacebook

Total Linked In Investment: $7,760 gross

Internet MarketingLinkedIn

ITP, DEP, CS ECEE, AERO EMP

CPC Campaign with a $3.65 bid price

Flight: 3/13/12 – 5/31/12

Estimated Target Audience: 61,442

Adults: 25-34

Selected Locations

• Colorado, California, Texas

Selected Industries

• Computer & Network Security

• Computer Hardware

• Information Technology and Services

• Telecommunications

• Mechanical or Industrial Engineering

Selected Job Functions

• Information Technology

• Engineering

CPC Campaign with a $3.65 bid price

Flight: 3/13/12 – 5/31/12

Estimated Target Audience: 67,077

Adults: 25-34

Selected Locations

• Colorado, California, Texas

Selected Industries

• Computer & Network Security

• Computer Hardware

• Information Technology and Services

• Telecommunications

• Mechanical or Industrial Engineering

• Aviation & Aerospace

Selected Job Functions

• Information Technology

• Engineering

• CPC Campaign with a $3.65 bid price

• Flight: 3/13/12 – 5/31/12

• Estimated Target Audience: 128,770

• Adults: 25-34

• Selected Locations

• Colorado, California, Texas, Georgia, Massachusetts, Alabama, New York, Arizona, Washington DC, Washington

• Selected Industries

• Computer & Network Security

• Computer Hardware

• Information Technology and Services

• Telecommunications

• Mechanical or Industrial Engineering

• Aviation & Aerospace

• Selected Job Functions

• Information Technology

• Engineering

• Demo Targeting: Adults 25-34, College Graduates

• Behavioral Targeting: Increase awareness and drive enrollment by targeting users who are actively performing behaviors related to your ideal audience. (see definition of Education Seekers on following slide)

• Geo Targeting: Colorado, California, Texas

• Channel Targeting: ‘News & Information', ‘Education’, ‘Science’

• Keyword Targeting: Include all of the relevant Undergrad programs that associate with ITP, DEP, EMP, AERO, ECEE & CS

• Site Retargeting: Continue to reach users who have visited your site across a network of sites through pixel tracking. Site re-messaging allows CU to remain top of mind with a valuable audience who has already expressed intent, increasing the opportunity to drive enrollment.

Internet MarketingBanner Ads

Internet Marketing

Banner Ads

Animated Banner AdsAerospace

EMP

DEP

Banner AdFlash | 160x600

Internet Marketing

Banner Ads

Animated Banner AdsAerospace

EMP

DEPBanner Ad | 300x250

Banner ad | 728x90

Internet Marketing

How it works…Banner ad

Landing page

Why CU page

Auto thank you email

reporting

04/09/2023 DRAFT Marketing Plan.. work in progress

Reporting & Adjusting

Types of Reports• Banner performance using audience

science• Pay-Per-Click performance• Campaign Summary• Search term report• Google Analytics

o Unique visitorso Form visitso Referring search engines and siteso Keywordso Top visited siteso Visitor loyaltyo Visitor reach

Reporting & AdjustingBanner Ad Report

Banner Ad Report (2 week snapshot)

What matters

• Impressions: How many times the banner appeared

• Clicks: How many times a user clicked-through to the landing page

• CPC: Associated cost each time the banner is clicked on

• Conversion: Number of individuals who clicked on the banner and went to landing page

Reporting & AdjustingOverall Campaign Report

Campaign Report (2 week snapshot)

What matters

• Impressions: How many times the program key words were searched

• Clicks: How many times a user clicked-through

• Average position: Where the program showed up on a search engine list

• Conversion: Number of individuals who submitted the request info form

Reporting & AdjustingKey Term Report

Key Words and Key Phrases (2 week snapshot)

What matters

• Ad Group: Category assigned to the various graduate program

• Campaign: Name of campaign affiliated with graduate program

• Impressions: Number of time key word or phrase appeared on a search or affiliate site

• Clicks: Performance of the key term

• CPC: Cost affiliated with key term based on performance

• Conversion rate: % of time key term led to a click through to the landing page

Reporting & AdjustingCost per Click & Social Media

Key Words and Key Phrases (2 week snapshot)

Reporting & AdjustingGoogle Analytics

1 year snapshot

Google Analytics• Unique visitors• Form visits• Referring search

engines and sites• Keywords• Top visited sites• Visitor loyalty• Visitor reach

Reporting & AdjustingGoogle Analytics

1 year snapshot

Google Analytics• Unique visitors• Form visits• Referring search

engines and sites• Keywords• Top visited sites• Visitor loyalty• Visitor reach

04/09/2023 DRAFT Marketing Plan.. work in progress

Measurable• 10% increase in enrollments

and new students for 2012 met

• 20+ new applicants for spring 2013

• 2,000+ new prospects

• Increase of on campus students

Other Benefits• Increased awareness

• Increase to consistency of message

• Improved ranking in search engines

• Solid brand for affiliation with CU Boulder

Progress ReportFall 2012