putting a face to cyberspace

Putting a Face to Cyberspace:

Innovative Marketing and Recruitment Techniques that Work

Introductions

• Todd Gibby– CEO, Intelliworks

• Amy Pikalek– Director of Communications and Marketing, Continuing

Education, UW-Extension

• Matt Gehrett– Executive Director, Continuing Education, Fresno Pacific

University

• But, who are you? Let’s vote!

How To Vote via Texting

1. Standard texting rates only (worst case US $0.20)2. We have no access to your phone number3. Capitalization doesn’t matter, but spaces and spelling does

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What is your current role?

Session ObjectivesObjectives:1. Raise Timely Topics2. Consider Multiple Perspectives3. Offer Potential Conclusions

Sources:4. Recent Survey5. Real-Time Survey6. Observations from the Field

Session Structure (4 Questions):7. Intro of Survey Question8. Audience Participation (Poll Everywhere)9. Survey Findings10. Observations from Field11. Discussion

Survey Questions

1. What are your primary recruitment marketing objectives?

2. Which marketing channel has been most effective?

3. Which tool are you using to measure results?

4. What is your biggest constraint?

But First…Our Methodology

• Online Poll of UCEA and Eduventures Members

• Conducted in March 2010

• 90 respondents

• …and you!

Question 1: What are your primary recruitment marketing objectives?

Survey Says!

Source: Email Poll of UCEA/Eduventures Members

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Know Your Audience

Why are they here?2

What keeps them up at night?3

How can you solve their problem?4

What do you want them to do?5

How can you best reach them?6

How might they resist?7

What are they like?1

© duarte.com 2008

“Slide-ology” by Mary Duarte

Engaging the Generations Online

The generations

• Veterans: Born 1909-1945• Baby Boomers: Born 1946-1964• Generation X: 1965-1980• Generation Y: Born after 1980• Millennials, Generation Next, or Net Generation

Pop Quiz

The biggest differences in core values and likes occur between:

A. Boomers and Gen YB. Boomers and Gen XC. Gen X and Gen YD. Veterans and Gen Y

*The Learning Resources Network (LERN)

Veterans or “Silents”

• About 95% are retired• Value trust, privacy, patience and conformity• Have faith in institutions• Respect authority and social order• Are motivated students when training is done

right (respectfully, with low stress).• Many prefer to be working past retirement, at

least part time.

Boomers

• Control two-thirds of the country's wealth, or $28 trillion (U.S. Census and Federal Reserve)

• Gloomy about their financial outlook, tired and overworked (Pew Research Center).

• Don’t have a lot of confidence in the government. Very few believe the government is telling the truth (AARP).

• Believe young people don’t respect their elders. • 80% plan to work at least part time during their

retirement (AARP)

Gen X

• Entrepreneurial and independent• Technologically-savvy • Comfortable with e-commerce• Informal• Inundated with marketing messages • Skeptical of advertising claims• Appreciative of new technology and expect a

certain amount of interactivity.

Gen Y

• Tech savvy and highly intelligent• Cynical and marked by a distinctly practical

world view• Incredibly conscious about social causes• Able to spot a phony from a mile away. You

need to be real. • Hesitant in business. They want you to care

enough to find out what makes them tick.

Adults Still Behind…

But Gaining Momentum

Question 2: Which marketing channel has been most effective?

Survey Says!

Source: Email Poll of UCEA/Eduventures Members

Buying patterns• Web-driven: 97% begin search

online*

• Cross-channel: 78% of consumers use two or more channels to research purchases**

• Just looking: More than 2/3 of browsers (online and offline) leave without ever making a purchase

*Source: Stamats, Adult Students TALK, 2009** Source: ATG/MarketTools, Cross-Channel Commerce: the Customer View, March 2010

What Students Say they Want

Why Does Service Matter?

Because Motivations Vary

Secret Shop…Relentlessly

Email Campaign

Survey Examples

“Online marketing not a function of scale”

“Traditional Marketing in Retreat”

“Over ½ of the institutions, find email marketing to be most successful”

Online Marketing: Benchmarks, Opportunities and Challenges January 2010

Interactive Marketing at University of Wisconsin-Extension

Current Goals and Objectives• Generate awareness of our programs• Encourage enrollment • Increase the number of facebook and Twitter fans• Increase the quality of conversations online• Launch a blogger outreach campaign

Bachelor of Science in in Sustainable Management

Bachelor of Science in in Sustainable Management

Question 3: Which tool are you using to measure results?

Survey Says!

Source: Email Poll of UCEA/Eduventures Members

What’s Been Most Effective?

• Online not print• Texting, email and IM for direct response• It’s all about integration– Radio spots, station banner ads, streaming video

and facebook messages boosted our social networking efforts

Web Analytic Examples

CRM Examples

“Website traffic measured through Google Analytics most common”

“Lack of expertise – most units don’t have a specialist in this area”

“More systematic metrics are needed to calculate ROI to optimize spending”

Online Marketing: Benchmarks, Opportunities and Challenges January 2010

Question 4: What is your biggest constraint?

Survey Says!

Source: Email Poll of UCEA/Eduventures Members

Results May Vary

Survey Says!: Decision Makers

Personnel/Staffing

Budget Cuts IT Resources Other0

5

10

15

20

25

30

35

40

Source: Email Poll of UCEA/Eduventures Members

Survey Says!: Decision Influencers

Personnel/Staffing

Budget Cuts IT Resources Other0

5

10

15

20

25

30

35

40

Source: Email Poll of UCEA/Eduventures Members

Survey Says!: Managers

Personnel/Staffing

Budget Cuts IT Resources Other0

5

10

15

20

25

30

35

40

Source: Email Poll of UCEA/Eduventures Members

Social Media Marketing Video from FPU Continuing Education

http://www.vimeo.com/10697730

Intelliworks Bloghttp://intelliworks.com/blog

QUESTIONS?

Amy Pikalek, pikalek@conted.uwex.edu

Matt Gehrett, mgehrett@fresno.edu

Todd Gibby, todd.gibby@intelliworks.com