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BUILDING AN ONLINE MARKETING PLATFORM IN YOUR ADMISSIONS OFFICE.
Kyle Pucko & Nick Shontz
COFOUNDERS. COWORKERS.
Kyle Pucko Nick Shontz
-search.twitter.com #collegemail
THIS IS THE PROBLEM WE ARE TRYING TO SOLVE
28 Colleges. 24 hours.
-search.twitter.com #collegemail
45 MINUTES: FIVE COLLEGES. FIVE EMAILS.
AND AGAIN.
1. The Marketing Role in Admissions 2. Remove Layers of Uncertainty 3. Measure, Test, Repeat.
AGENDA
YOUR ROLE FOR TODAY Associate Director, Barnaby University
“Should we start an in-house, in-department online marketing initiative?”
First Contact
37%
14%
48%
Online AppOnline Interest FormAll other
Marketing and Recruitment Expenses
5%
25%
70%
TravelDirect MailDigital
THE PIE GRAPH CHALLENGE Does your marketing spend align with CRM data?
*Fictional Data.
At Barnaby University: 62% of enrolled students entered communication plan through online channels, yet only 5% of recruitment spend focused in online
marketing and recruitment.
II. REMOVING LAYERS OF UNCERTAINTY
Discover simple answers to simple questions. Ask “why?”
How many unique website visitors view our admissions page per day? Week? Month?
QUESTIONS TO ASK:
What percentage of out-of-state visitors request more information?
What percentage of out-of-state website inquiries apply?
If Admissions had $1,000 to spend on marketing and recruitment, where would we start?
CRM Manager Digital Marketing Manager
Social Media Manager Digital Marketing Manager
Communications Specialist Digital Marketing Manager
WHO ANSWERS THESE QUESTIONS?
Doesn’t have to be someone’s role to ask these. Open to anyone and everyone.
CRAWL. WALK. RUN.
(Insert Existing Position Here) = Digital Marketing Manager
analyticsacademy.withgoogle.com
FREE GOOGLE ANALYTICS CERTIFICATION: 12 HOURS
facebook.com/blueprint
FREE FACEBOOK AD TUTORIAL COURSE: TEN HOURS
III. TEST. LEARN. REPEAT.
wright-brothers.org
THE DIGITAL MARKETING PROCESS
Objective: What is the goal of your marketing campaigns? Call-to-Action: What action do you want users to take?
Conversion: How are you tracking when they’ve taken that action? Optimization: How can you get more users to take that action?
AUDIT YOUR PATH TO CONVERSION
19% 13%
AUDIT YOUR PATH TO CONVERSION
AUDIT YOUR PATH TO CONVERSION
If I want more info from this college, I have to enter my social security number …
UNIVERSITY OF NEBRASKA NEWSLETTER
Created intuitive form fields.
Target: East Coast
Ad: East Coast Message
Destination URL: Personalized
Content.
DIGITAL CAMPAIGN STRUCTURE.
AND NOW WE MEASURE! UNPAID ONLINE LEADS PER MONTH
Fictional data submitted through barnabyuniversity.org
400
800
1200
1600
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
*58% Non Resident Leads
PAID ADVERTISING LEADS PER MONTH
*25% Non Resident Leads
0
225
450
675
900
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Fictional data submitted through barnabyuniversity.org
DETERMINE A COST-PER-INQUIRY If admissions had $1,000 to spend, where would we start?
AdRoll
Bing
Display
Newspaper
College Fair
Television Ads
Radio Ads
0 25 50 75 100
$100$90
$80$70
$60$50
$40$30
$20$10
*barnabyuniversity.org Fictional data submitted through barnabyuniversity.org
COST-PER-INQUIRY BY MONTH
0
15
30
45
60
July August September October
Fictional data submitted through barnabyuniversity.org
We should spend a higher percentage of our annual marketing budget in September.
COST PER 1,000 IMPRESSIONS
Display
AdRoll
Bing
AdWords
Radio
TV
0 7.5 15 22.5 30
$25.00
$20.00
$14.00
$12.00
$10.00
$8.00
$6.00
$4.00
$2.00
*hypothesis for retail industry
CASE STUDY. ZIP CODE TARGETING.
2012-2015 by Zip
More than five enrolled students
(out of state) made list.
Campaign based on those
parameters.
HOW DO WE IDENTIFY NEW RECRUITMENT OPPORTUNITY?
*GoogleAnalyics
WHAT IS THE CONVERSION RATE BY STATE?
*GoogleAnalyics
Track Referrals:
*GoogleAnalyics
SEGMENT LEADS BY SOURCE
HOW TO APPROACH THE WEB TEAM?
COLLABORATING WITH THE WEB TEAM
What to do. What not to do?
PERMISSIONS + GOOGLE VIEWS = TESTING GOLD
Applicants
GEOFLI
Awareness: Consideration Phase
Admitted
Enrolled
UNIVERSITY OF PHOENIX
Simple geo-target display ads: Baltimore and Philadelphia University of Phoenix
EVOLUTION OF GEOFLI
Study at BU Hey, Boston! Study at BU
.25% .75%
Click-through-rate for testing.
-search.twitter.com #collegemail
THE PROBLEM WE’RE TRYING TO SOLVE
ONE-SIZE-FITS-NOBODY
BEFORE GEOFLI
Hello, Chicago!
CHICAGO MEETUPS
Students from Chicago thrive at ASU. Each year we spend a lot of time in the region connecting with high schools and counselors. If you’re from Chicago and would like to meet your counselor, signup below and get started on your journey to ASU.
Shelby Simon is your ASU Contact
Please contact me for information about admissions requirements or any other questions.
SSimon@asu.edu
(480) 339-2092
AFTER GEOFLI
BEFORE GEOFLI
10,000 Website Visitors
300 Online Inquiries
3% Conversion Rate
10,000 Website Visitors
600 Online Inquiries
6% Conversion Rate
AFTER GEOFLI
Nick@GeoFli Kyle@GeoFli
GEOFLI.COM
DISCUSSION. QUESTIONS?
INDEX SLIDES
DESTINATION URL INCLUDES HIDDEN FIELD
Leads Uploaded to CRM. Begin Receiving Internal Communication.
Leads immediately enter admission’s communication plan: *Segmented direct mail
*Segmented email communication *campus visit invites
*financial aid information
Tag Every Lead Back to Source.
Once student enters communication plan, the created source follows all the way to enrolled.
Source Channel Inquiry Date Apply Date Enroll Date
Digital Advertising FB 3/2/2014 5/7/2014 8/5/2014
Digital Advertising
Keyword Search 3/5/2016 7/1/2015
Website Contact
Homepage Contact
Form3/10/2016
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