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An integrated approach
Marketing The College at BrockportMarch 23, 2015
Media Objectives
• Create visibility and a higher profile for the College with target audiences — prospective graduate & undergraduate students, alumni, community
• Create awareness of and attendance to key events (Open Houses, Visit Opportunities, Registration periods, Transfer Days)
• Support marketing plan, which consists of collateral pieces and other outreach (consistency in messaging and design)
Strategy
• A multi‐pronged approach– Television (broad awareness & reach)– Radio (incites action & builds message frequency)– Digital (cross‐platform, extends reach & frequency)– Social (engages and connects)
• Capitalize on cross‐reach of the audience segments
IMAGE/AWARENESS
Television
• Local Spot TV (mix of :30/:15) – Use dayparts and programming that will be minimally affected by political
– Leverage cross reach of all audiences (teens, parents, grad)
• Gain efficiencies with Cable TV (:30)– Ability to target audience by network– Less expensive than network– All networks not affected by political– Utilize prime rotators and weekend programming
GOAL: 80% reach
5X frequency400 TRPS
Television Audience By Daypart
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
A35‐54 w/Teens A25‐49 w/College
Cable Ranker — Rochester
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
A&E Lifetime ComedyCentral
USA History DisneyChannel
ABCFamily
DiscoveryChannel
TBS TNT ESPN AnimalPlanet
FoodNetwork
YNN (YourNewsNow)
A35‐54 w/Teens A25‐49 w/College
UNDERGRADUATE
Radio
• Build awareness of the College and drive open house registration from Rochester, Buffalo and Syracuse during Fall 2014
GOAL: 40% reach
3X frequency
Undergraduate Undergraduate
Market/ Station Mix
Persons 12‐17 Adults 35‐54
Rochester WDKX FM (Urban)WPXY FM (CHR)
WKGS FM (Top 40)
WBEE FM (Country)WRMM FM (AC)
Buffalo WKSE FM (Top 40)WBLK FM (Urban)WTSS FM (Hot AC)
WYRK FM (Country)WBLK FM (Urban)WGRF FM (Classic
Rock)
Syracuse WNTQ FM (CHR)WBBS FM (Country)WKRL FM (Modern
Rock)
WTKW FM (Classic Rock)
WYYY FM (AC)WNTQ FM (CHR)
WBBS FM ( Country)
Digital• Implement digital campaign with multiple touch points in Buffalo, Rochester and Syracuse
– Behavioral and contextual targeting • in market — education• college/university — savings, education, news• family, parenting — teens• high school seniors
– Site specific• College ranking sites
– USN&WR, Forbes, Princeton Review, College Confidential• Local sites
– News media
Search• A search campaign developed targeting a wider geography (Rochester, Buffalo, Syracuse , Albany, Elmira/ Corning, Watertown, Long Island & N. NJ)
– Branded search• Target search queries around specific programs
– Non‐branded search• Target search queries around college in general
SEM campaign will generate
24.8 million impressions
Digital ResultsCampaign TotalsCampaign Impressions Clicks CTR CPCUndergraduate 7,318,173 11,572 0.16% $4.22TOTALS: 7,318,173 11,572 0.16% $4.22
Totals by MediaSource Impressions Clicks CTR CPCSearch 783,039 2,556 0.33% $6.76Display 6,535,134 9,016 0.14% $3.50TOTALS: 7,318,173 11,572 0.16% $4.22
Results: September 2014 through February 2015
Average CTR for "Education" is 0.16%. Campaign is performing at industry average.
Source: Doubleclick 11/14
Social Engagement
• Implement an event based social strategy to engage and encourage attendance at open houses and Transfer Fridays
• Undergrad — Rochester/Buffalo/Syracuse– Parents of children 16‐19 – Individuals in high schools
• Transfer — Rochester/Buffalo/Syracuse– Students 18‐22 at key feeder schools or DMA based
Facebook Promoted Posts/Ads
Promoted Tweets
Lead Generation
• Utilize proven college search websites to generate prospects for admissions
• Unlimited outreach segments — relevant messaging based on academic programs
• Overlap outreach targeting — promote Brockport when a student indicates an interest in one or two overlapping institutions
GRADUATE
Radio
• Build awareness of the College and drive open house registration in November and April in Rochester and Buffalo
• Promote Fall and Spring Registration in Rochester only
Market/Station Mix
Adults 25‐49
Rochester
WBEE FM (Country)WDKX FM (Urban)WBZA FM (Rock)WRMM FM (AC)
Buffalo
WYRK FM (Country)WBLK FM (Urban)WEDG FM (Rock)WGRF FM (Classic Rock)
Digital
• Implement digital display campaign with multiple touch points in Buffalo and Rochester – Behavioral and contextual targeting
• in market — education• industries — align with program offerings• college/university — savings, graduate, education, news
– Site specific• College ranking sites• Financial sites
Digital campaign will generate
2.9+ million impressions
Search
• Campaign will promote 50+ graduate programs focusing on Rochester and Buffalo for recruitment
• Based on recruitment needs, additional emphasis will be on the following programs:– Education– Forensic Accounting– Psychology– Educational Administration
SEM campaign will generate
5.3 million impressions
Digital ResultsCampaign Totals
Campaign Impressions Clicks CTR CPCGraduate 2,538,946 5,522 0.22% $3.17TOTALS: 2,538,946 5,522 0.22% $3.17
Totals by Media
Source Impressions Clicks CTR CPCSearch 73,714 1,176 1.60% $3.91Display 2,482,086 4,879 0.20% $2.64TOTALS: 2,555,800 6,055 0.24% $2.89
Results: September 2014 through February 2015
Social Engagement• Reach potential Graduate students in Buffalo and Rochester as well as promote specific Degree programs
• Promoted posts to 3 segments:– Adults 25‐49 with 4 year college degree– Adults 25‐49 who work in education, potential audience of 24,000 (Education degree)
– Adults 25‐49 who are interested in accounting, forensic accounting, potential audience of 4,800 (Accounting degree)
Social Engagement
• Promoted tweets to:
– Individuals interested in adult education, online education, job search, education news
– College at Brockport followers and users like those followers
– Estimated reach of 15,000
Social Engagement
• Right rail ads to those individuals who have a job title of:
– Teacher, educator, tutor, instructor, researcher, coordinator or assistant (potential audience of 5,829)
– Forensic accountant, senior accountant, staff accountant, accountant, CPA, accounting assistant, accounting analyst, accounting manager (potential audience of 1,527)
BUDGET
Image/Awareness24%
42%
9%
25%
TelevisionSponsorshipsOutdoorPrint
Graduate39%
52,207, 46%
26%
Radio
Online
Undergraduate14%
50%
23%
8%5%
RadioOnlineLead GenerationSponsorshipsPrint Collateral
SOCIAL STRATEGY (NON‐PAID)
Social Engagement
• Social media efforts are supporting image and recruitment as well
• Reach we otherwise wouldn’t have: Vietnam, Vatican City, Sao Paulo– Facebook – www.facebook.com/thecollegeatbrockport– 8,850 followers since launch in December 2010– Reaching as many as 200,000 people per week at times
Social Engagement• Social Media Results
– Twitter (@brockport)• 10/12/12: 2,200 followers• 03/20/15: 6,137 followers
– Flickr• 537,000+ views since October 2010 launch
– YouTube• > 276,000 views in 178 different countries
Social Engagement– Virtual Tour
• Launched 2/15/13• More than 49,000 visitors from 50 states and 52 countries
• Approx. 6.5% take some action
(schedule visit, request more info, apply)• Approx. 1% visit Apply Now
Mascot Madness
• Finished 2nd in 2014• Huge exposure for Brockport: >900 mentions a day• Landed on TV• Won us some credit as scrappy underdog
Social Engagement
• www.brockport.edu/connect– Social media hub, find different ways to engage
• Instagram Contests, Posting to YikYak, exploring Snapchat, using Pinterest as historical resource
• Customer Service, too
Questions?
• Contact us
– Email: [email protected], [email protected]– Phone: 395‐2267, 395‐2306– Twitter: @Commgrl, @dtyler321