MAKING'THE'MOVE'TO'MOBILE:''

STUDENT AQUISITION TACTICS FOR iPHONATICS

J O U R N E Y I N T O M O B I L ET H I S W I L L B E O U R

62%

38% Desktop

Smartphone

THE SHIFT TO MOBILE IS REAL

Verve reaches 90% of US smartphone households with real time pinpoint location accuracy.

87%

Google 12%

Facebook 13%

Time Spent In-App on Smartphones

Share of US Minutes Spent on Apps

% of Time Spent on Smartphone vs. Desktop

Mobile Spend By 2016

Hours per Day Spent on Smartphone:

Devices in the US:

4.7in 2015 $100 B 200 M 90% Verve In-App Inventory

S T E P S T O M O B I L E : A T E A C H E R S C O L L E G E & V E R V E M O B I L E C A S E S T U D Y

• PART 1: GET YOUR WEBSITE READY FOR MOBILE

• Assess: Key Challenges & Needs

• Data: Analyze It All

• Outline: Goals & KPI

• Design: Immediate & Long-Term Solutions

• PART 2: USE MOBILE TECHNOLOGY TACTICS

• Strategize & Partner

• Market & Promote (The Fun Part)

• Relish in Your Results

TEACHERS COLLEGE, COLUMBIA UNIVERSITY

• COLUMBIA UNIVERSITY’S GRADUATE SCHOOL OF EDUCATION

• 100+ academic programs in education, psychology, health & human services, policy, and leadership

• 10 academic departments

• JUST CELEBRATED 125TH ANNIVERSARY

• LOCATED IN MORNINGSIDE HEIGHTS

• MORE THAN 5,000 ENROLLED STUDENTS

• FOUNDED ON PRINCIPALS OF SOCIAL JUSTICE, EQUITY, AND EDUCATION AS AN EQUALIZING FACTOR IN THE LIVES OF ALL PEOPLE

TEACHERS COLLEGE, COLUMBIA UNIVERSITY

• ENROLLMENT SERVICES MARKETING GOALS

• Generate Inquiries

• Assist in Driving Awareness of Academic Programs

T E A C H E R S C O L L E G E : C H A L L E N G E S T O A D D R E S S

• OUR NAME

• FOCUS ON IN-PERSON RECRUITING

• CONFUSING SITE-WIDE NAVIGATION & TEMPLATE DESIGN

• Inconsistent branding

• We shaped user experience, not prospects

• TECHNOLOGY

• Poor Analytics

• Admission-based CRM

• OUR TEAM

• Only two marketing professionals

T H I N K & T H I N K & T H I N K

S I T E & U S E R A N A LY S I S

WHAT PERCENTAGE OF USERS ACCESS VIA MOBILE?

30%

C O L L E G E - W I D E S I T E C H A L L E N G E S

• CONTAINS OVER 40,000 INDEXED PAGES

• 94% OF 15,000 PAGES TESTED BY GOOGLE HAVE MOBILE USABILITY ISSUES

• LACK OF SEO

• Duplicate page content

• Missing metadata

• 10,000 404 ERRORS

HOW DO USERS NAVIGATE? WHAT CONTENT IS MOST VISITED?

WHERE DO YOUR USERS EXIT? 6%

W E A L L N E E D G O A L S

O U T L I N E Y O U R G O A L S A N D K P I

• OUTLINE W/ KPIs • CLEAR, CONCISE, AGREED UPON • MATCH TO MARKETING STRATEGY • KEEP THEM SIMPLE

T E A C H E R S C O L L E G E : G O A L S / K P I

• LEAD ACQUISITION

• MOBILE COMMUNICATIONS

• DIRECT USERS TO ACADEMIC PAGES

• APPLICATION CONVERSIONS

B U I L D I TD E S I G N T H I N K I N G

M A K E A L A N D I N G PA G E

O U R I M M E D I A T E S O L U T I O N :

• IMPLEMENT ENTERPRISE GOOGLE ANALYTICS & MIXPANEL

• Future User Flow & Behavior Analysis

• CREATE INTERIM SITE

• IMPLEMENT MARKETING-SPECIFIC CRM/EMAIL TOOL

• Create Responsive Email Templates

• MAKE EXPERIENCE “PROSPECT FIRST”

• Remove “institutional requests” from our website

• LAUNCH NEW SITE

• CONTINUE TO CREATE NEW AND EXCITING CAMPAIGNS TO DRIVE TRAFFIC

O U R L O N G - T E R M S O L U T I O N :

C O M P L E T E A D M I S S I O N M A R K E T I N G O V E R H A U L

FA S T- F O R W A R D

FINAL: FULLY RESPONSIVE DESIGN

Moved popular

content to top-level navigation

FINAL: GOAL DRIVEN WEBSITE

Acquisition & Application

EVENT REGISTRATION FORMS AREAS OF STUDY EMAILS

FINAL: RESPONSIVE PROSPECT EXPERIENCE

ONLINE APPLICATION

I F Y O U B U I L D I T, T H E Y W I L L N O T C O M E

M A K E F R I E N D S

A N A C Q U I S I T I O N C A M PA I G NM O B I L E S T U D E N T R E C R U I T M E N T C A S E S T U D Y

WHY LOCATION?

Students and Mobile – How Does Location Fit In?

Statistics above are based on the MMA SMoX Study Results: Making Marketing Work Harder With Mobile; Findings from MMA’s Groundbreaking SMoX Research (Smart Mobile Cross Marketing Effectiveness)

20 - 40%

Location drives mobile advertising Millennials and Students respond to mobile – its their most used device

In an independent study the Mobile Marketing Associate found that location-based mobile targeting works 2.5x harder than mobile display

The MMA also found that location-based mobile audience targeting works 1.5x harder than mobile display

Location-based mobile tactics generated a 20-40% upside to overall ROI for advertisers

that participated in the study

1.5x

2.5x 67% Of Millennials report using smartphones while exploring and shopping

85% Of Millennials 18-24 own a Smartphone device

THESmartphone Generation. Millennials consume 41% of all digital media except for accounting for only 29% of the population

M O B I L E T E C H N O L O G Y A L L O W S F O R H Y P E R - TA R G E T E D C O M M U N I C AT I O N S

Verve analyzes 3 billion location events a day

Dorm RoomAM & PM40.7835,-73.9087

Fairway SupermarketMon PM40.7995,-73.8297

Independent Coffee ShopMon-Fri PM40.7835,-73.8196

Movie TheatersWeekends40.7637,-73.8042

Columbia LibraryTue, Thu AM40.7621,-73.9287

Columbia CampusMon-Fri AM40.7635,-73.9091

Where you go says who you are.Teachers College Student

Pizza ShopThursday40.7635,-73.9091

Central Park ConcertWeekends40.7635,-73.9091

D E V E L O P S T U D E N T P E R S O N A S A N D G O A L S F O R E A C H A U D I E N C E

H O W D O I C R E AT E M Y P E R S O N A S ?I T ’ S A L L A B O U T B E I N G R E L E VA N T

• WHO ARE YOU TALKING TO?

• WHAT ARE THEY TRYING TO DO?

• HOW ARE THEY ALREADY USING MOBILE?

• WHERE AND WHEN WILL THEY SEE YOUR CONTENT?

• WHY SHOULD THEY CARE ABOUT YOUR INSTITUTION?

• HOW DO YOU ENCOURAGE THEM TO CONTINUE TO ENGAGE WITH YOUR INSTITUTION?

W I N T E R / S P R I N G C A M PA I G N : P E R S O N A S

Over-indexing patterns of frequency to locations such as:

+  Office Buildings+  Happy Hour Bars+  Coffee Shops+  Trendy Restaurants

Household demo matching:

+  Adult 25-34+  Bachelor’s Degree+  Income between

$30-40K

Households with recent purchase history for:

+  Student Loan Payments+  New Car Purchases+  Restaurant and Entertainment

Purchases+  Graduate School Application Fees+  GMAT Fees

Locations that over-index for this segment are:

+  Offices+  Retail Stores+  Bars

EARLY PROFESSIONALS SEGMENTAUDIENCE TARGETING

Early Professionals &

Recent Graduates Segment

Over-indexing patterns of frequency to locations such as:

+  Universities+  Sporting Events+  Quick-Service

Restaurants+  Local Bars +  Coffee Shops

Household demo matching:

+  Adults 20-23+  No degree+  Low Income+  80/20 – Female/Male

Households with recent purchase history for:

+  Tuition +  Class materials including books,

calculators, notebooks, etc. +  Quick-Service Restaurants +  Coffee Shops+  School spirit themed clothing like

jerseys, letterman's’ jacket, loungewear, etc.

Locations that over-index for this segment are:

+  University Campuses+  Libraries+  Dorms

YOUNG STUDENT SEGMENTAUDIENCE TARGETING

Degree-Seeking Students Segment

U N D E R G R A D U AT E I N S T I T U T I O N TA R G E T I N G : H O W W E D I D I T

CHICK-FIL-A2:15 PM40.76163,-73.96818

STARBUCKS9:30 AM40.76357,-73.96359

BOOKSTORE12:05 PM40.76291,-73.96516

APPLE STORE2:47 PM

40.7660479,-73.9645556 UNDERGRADUATE INSTITUTION3:32 PM40.75462,-74.00491

PROXIMITYTARGETING

AUDIENCETARGETING“BLERD”

AUDIENCE RETARGETING

PATH ANALYSISInsights and Attribution

*For illustrative purposes only. Verve utilizes substantially more datapoints and 3rd party data to calculate actual proximity, audience segments and sales analysis.

STUDENT HOME LOCATION4:55 PM40.7621749,-73.9728615

W I N T E R / S P R I N G C A M PA I G N R E S U LT S

0.54%CTR

22,631CLICKS

4,201,913TOTAL IMPRESSIONS

Attribution Window: x days

CTR Source: x

A F T E R C R E AT I V E R E V I S I O N

1.02%CTR

4.88%POST-CLICK ACTION

RATE

9,518,213TOTAL IMPRESSIONS

Attribution Window: x days

CTR Source: x

• C A M PA I G N C T R O F 1 . 0 2 % • P E R F O R M E D 1 5 5 % A B O V E M O B I L E

AV E R A G E ( 0 . 3 8 % ) • 4 . 8 8 % O F U S E R S O N E X PA N S I O N

F U R T H E R I N T E R A C T E D A N D C L I C K E D T H R U T O T E A C H E R S C O L L E G E S I T E

W I N T E R / S P R I N G C A M PA I G N R E S U LT S

S U M M E R C A M PA I G N : H O W T O O P T I M I Z E

• NEED TO INCREASE POST-CLICK ENGAGEMENT AND LEAD ACQUISITION

• Revised creative to include lead acquisition

• Data directly into CRM; automated campaign

• NEED TO REACH UNDERGRADUATE STUDENTS OFF-CAMPUS DURING THE SUMMER

• Use device location history to reach prospective student during summer break

• TARGET VIA SUMMER HOT SPOTS

S U M M E R C A M PA I G N R E S U LT S

0.68%CTR

3.67%POST-CLICK ACTION

RATE

5,190,235TOTAL IMPRESSIONS

Attribution Window: x days

CTR Source: x

TA K E - A W AY S : S M A L L S T E P S W I T H B I G G O A L S• PUT YOURSELF IN YOUR PROSPECTIVE STUDENTS SHOES

• How would you like to be communicated with?

• CONNECT MOBILE STRATEGY TO MARKETING OBJECTIVES

• MAKE MOBILE A PRIORITY ACROSS THE INSTITUTION

• Find intrapreneurs to partner with

• Resource mobile as much as you can

• OUTLINE WHAT YOU CAN ACTUALLY ACCOMPLISH & PRIORITIZE

• DON’T BE AFRAID TO TAKE RISKS OR TRY NEW TACTICS

• CONTINUE TO REDEFINE & REMEMBER YOUR MISSION FOR THE PROSPECTIVE STUDENT EXPERIENCE