Arizona State UniversityWebCamp Presentation

Agency overview

65 people

33 years in business

Full service offerings– Strategy– Creative– Media– Interactive– Public relations– Multicultural

2 CONFIDENTIAL

Making Arizona a better place to live and work

3 CONFIDENTIAL

Our leadership in the community

4 CONFIDENTIAL

STRATEGY & PLANNING

Brand Strategy | Business InnovationCustomer Acquisition StrategyName Creation | Positioning

Research | Target Audience SegmentationSales Continuum | Strategic Planning

TECHNOLOGYApplication Development

Web Site DevelopmentMobile App Development

Content Management SystemsMulti-location Microsite Platform

eCommerce | Marketing AutomationLoyalty Systems | CRM

MEDIATarget Market Research

Media PlanningMedia BuyingStewardship

Guerilla MarketingInteractive Media

CREATIVEBrand Development

Campaign DevelopmentConcepting and Ideation

SOCIALContent Strategy | Influencer Outreach

Community ManagementCommunity Growth | Paid Amplification

Listening and EscalationCampaign Execution

Reputation Management

SEARCHSearch Engine Marketing (PPC)

Search Engine OptimizationLocal Search Optimization

Visibility Impact IndexReputation Management

DESIGN/UXCorporate Identity | Product Design

Packaging | Graphic DesignSignage/Outdoor | Marketing Collateral

Presentations | Web Site DesignConversion Rate Optimization

Email Marketing | User Experience DesignUsability Testing

PUBLIC RELATIONSConsulting | Media Relations

Crisis Management | Special EventsInternal Communications

Strategic Planning | Community RelationsSocial Media Outreach

PROGRAMMATICAgency Trading Desk

Data ManagementCross Channel, Cross Device

Behavioral TargetingCRM Targeting

Retargeting

CONTENTContent Strategy | Content Amplification

Social Content | InfographicsThought Leadership | White Papers

Video and Motion GraphicsVideo Production | Audio Production

MULTICULTURALMulticultural Strategy

Ethnic InsightsCreative

Brand ManagementMedia Management

ANALYTICSCampaign Analytics and ROI

Attribution ModelingCustom Dashboards

Our education experience

Projects have included:

Building awareness and preference

Increasing volume of qualified student enrollment

Advocating for education funding and support

Enhancing the image of the institution

Crisis management

6 CONFIDENTIAL

Media planning and buying expertise

Media planning approach & process

TargetAnalysis

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Behaviorally-defined

Media Usage

Primary vs. secondary

Opportunities

Industry & Competitive

Analysis

1

Spending

Media Mix

Creative

Positioning

Goals

Reach vs. frequency

Established minimums & maximums

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Geography

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Media Environment

Current business & future opportunities

Competitive pressure

Flighting, key periods, continuity

Seasonality

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Priorities for cuts or increases

Contingency Planning

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Message or campaign overlap

Build media plan

Business and sales data for media selection

Approvals

PlanDevelopment

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CONFIDENTIAL

Our holistic approach to interactive media

Brand actionable

Performance

Attribution

Verification

Advanced analytics

Reporting

9 CONFIDENTIAL

Build brand while driving resultsUpper-funnel tactics for demand creation with direct response “like” performance

Search Attribution

Direct Response

Brand Building

Capitalize on existing demand

Generate new demand

10 CONFIDENTIAL

Track visits created by ads in addition to clicks

90% don’t click but visit the site later

1:00 pm checks social sites, email etc.

5:30 pm goes home for dinnerTrack

engagement

Ad Server

9:00 am sees ad online

8:30 pm visits advertiser’s site

Track engagement

11 CONFIDENTIAL

Gain digital media efficiencies with advanced attribution

+ + + + =

Last Touch

Multi-touch

ROSTER10%

ORIGINATOR40%

ASSIST30%

CONVERTER20%

12 CONFIDENTIAL

Multi-touch attribution focuses interactive media spend on tactics originating intent

Multi-touch Attribution Last Touch Attribution

Originator Roster Assist Converter Actions Actions Variance

Desktop Display 38 12 33 72 154 111 39%

Retargeting 5 15 48 55 124 236 -48%

Mobile 3 1 6 15 26 0 -

Video Pre-Roll * 9 6 16 19 50 19 165%

Paid Search 3 0 1 11 15 62 -76%

External 8 3 20 29 60 32 87%

Paid Media Total 66 37 124 202 429 460 -7%

Organic 176 11 30 2,196 24,13 1,988 21%

Grand Total 242 48 154 2,398 2,842 2,448 16%

13 CONFIDENTIAL

Search marketing (PPC) approach

Separate branded terms to understand true CPA

$

$

$

$ $

BRANDED TERMS

Health Education

Physical Education

Scientific Education

University

Leadership

Business

14 CONFIDENTIAL

Search marketing (PPC) approach

Leverage attribution to understand and credit search for its role in path to purchase

CONFIDENTIAL15

Cross-device, cross-channel

16 CONFIDENTIAL

Latest trends in search engine optimization

Google in 2000

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Google in 2009

Source: iCrossing 200919

Google in 2012

Source: Wordstream 2012 data for consumer products shows 45% of clicks going to the top three paid ads.20

Google in 2016

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Google in 2016

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Google in 2016

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Google is integrating video and images

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Google is showing direct answers to questions

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Google is showing other similar questions

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Google showing step-by-step instructions

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Google tells prospective students how to apply!

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Implications of direct answers and rich snippets

Improved usability for searchers

Answers coming from other sources, not just your Web site

Visitors stay on Google.com which means– More money for Google– Less visits to your Web site

Ideally, higher quality of visitor and improved conversion rates

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Google increasing the width of search results by 17%

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55-65 characters are now best practice for title tags

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Title and meta descriptions can increase CTR by 20%

Siege Media reports a 20% or better improvement to CTR when:

– Low price is referenced– Freshness reference– Volume reference– Speed reference– Brand reference

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Meta descriptions entice searchers to click

Best practice length between 135 to 160 characters

Some results are showing 250+

Descriptions should include a call-to-action and describe the content or context of the page

Google will break descriptions with three dots … and at whole words

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Use image ALT text to describe images

Necessary for WCAG 2.0 compliance (accessibility)

Helps search engines “see” the content

The file name describes context; optimizing the file name appropriately is best practice too!

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Image ALT text part of carousel algorithm

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Leverage schema / rich snippets / microdata to make your content more descriptive to search engines Reference: schema.org

All types of elements like: – Address– Location– Images– Dates– Ratings– Events

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Long form content receives more engagement(1,000+ words)

Lists and videos achieve much higher shares on average than other content types

Deep research or opinion-forming content had the most shares and links

Content formats matter: video and quizzes are more likely to be shared than linked

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Identifying gaps to create new content

Use research reports like “E-Expectations of College-Bound Juniors & Seniors”

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Use Google Trends for ideas and related searches

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Use rising terms to stay current with trends

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Key takeaways

Google is focused on monetization– More ads, more answers, more time on Google.com

Ideally you will end up with better quality visitors interested in content and next steps

Expand titles and meta descriptions and make them valuable

Video and images are important content, make them accessible and relevant

Leverage schema / rich snippets / microdata to provide answers

Expand content leveraging research and Google Trends to grow traffic

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Resources

July 21, 6 PM Hilton Scottsdale Resort

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Discussion