kendall d. williams-digital marketing portfolio
TRANSCRIPT
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Kendall D. WilliamsPortfolio
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“
The best way to predict the future is to create it.
- Peter Drucker
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About Me
◉ Abbreviated Resume◉ References
Table of Contents
Marketing Plan
◉ Executive summary◉ Business review◉ Target audiences◉ Marketing objectives◉ Marketing tools◉ Marketing budget
Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Table of Contents
My Work
◉ Drayson Center website◉ School of Nursing website◉ Cancer Center website◉ The Inclusion Project◉ Additional successes
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About MeResume | References
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Abbreviated Resume
Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | About Me
Experience◉ Web Business Analyst, March 2016 - Present
Loma Linda University Health, Loma Linda, CA
◉ Web Content Writer - Internet, May 2014 - March 2016Loma Linda University Health, Loma Linda, CA
◉ Communications Manager, Jul. 2012 - May 2014ieCrowd, Riverside, CA
◉ Marketing and Themes Director, Feb. 2010 - Nov. 2010SECC of Seventh-day Adventists, Riverside, CA
Education◉ MBA, Finance and Marketing, Mar. 2014
La Sierra University
◉ BS, Marketing, Mar. 2012La Sierra University
Contact Me◉ [email protected]
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References
Mark Fletcher
Director, Web UniversityLoma Linda University Health
Larry Eason
Chief Marketing OfficerieCrowd
Grey Frandsen
PresidentieCrowd Business Unit atOlfactor Laboratories Inc.
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“
Kendall is a beaming light who always shines bright throughout the Web Center and she displays quality not only in her work ethic,
but more importantly, her attitude.
- Amy Baxa,Administrative Assistant, Sr.
Loma Linda University Health, Web Center
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My WorkDrayson Center | School of Nursing | Cancer Center
The Inclusion Project
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Drayson Center
◉ Project manager◉ User discovery◉ User experience (UX) exercises◉ Client discovery◉ Design collaboration◉ Content strategy◉ Content creation◉ Search engine Optimization (SEO)◉ Website build-out
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Full site
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School of Nursing
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Prospective Students | Home | About
◉ Project manager◉ Client discovery◉ Design◉ Content strategy◉ Content creation◉ SEO◉ Website build-out
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Cancer Center
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Full site
◉ Client discovery◉ Content creation◉ SEO◉ Design collaboration◉ Website build-out
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The Inclusion Project
A project to promote greater understanding of our differences by encouraging conversations that help us learn about our communities.
Elements of “The Inclusion Project” include cultural consciousness workshops and a quarterly newsletter.
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Internal initiative
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Additional Web Projects◉ Loma Linda University (LLU) Eye Institute (Research
Section)
◉ Rheumatology◉ Power of Inclusion Conference◉ Behavioral Health Institute◉ Healthy People in Healthy Communities◉ 100% customer satisfaction rate for service
requests
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“
Marketing is no longer about the stuff that you make, but the
stories you tell.
- Seth Godin
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Marketing PlanBusiness Review | Target Audiences | Objectives
Tools | Budget
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Executive Summary1
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Executive SummaryIt is our goal to share the Christ-centered mission of LLU. We want prospective students to know they will receive quality education in an environment that caters to their spiritual, mental and physical well-being.
We strive to connect with our secondary audiences as well - keeping them engaged with the LLU story. One of our objectives is to have those, who have been impacted by LLU, share their experiences with others and promote the values of the university.
Employing traditional as well as innovative marketing tactics will help us reach these goals.
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Business Review2
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Strengths◉ Positive reputation in the
Seventh-day Adventist (SDA) community
◉ Established brand◉ Research opportunities◉ Academic medical center◉ Practical experience/Front loaded
didactic programs
Business Review - SWOT Analysis
Weaknesses◉ Website presence◉ Social media presence◉ Enrollment process◉ Customer relationship management◉ Cost - premium pricing
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Opportunities◉ Communicate SDA message◉ Communicate student
demographics - perceived as solely SDA
◉ Recruit qualified students from diverse backgrounds and regions
◉ Promote unique selling propositions (USP)
◉ Strengthen alumni network
Business Review - SWOT Analysis
Threats◉ Attractive regional competitors◉ Budget◉ Internal buy-in◉ Existing processes
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Target Audiences3
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Target Audiences
PatientsGraduateStudents
HealthcareProfessionals
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Target Audiences - Demographics
Graduate Students◉ 22-25 years old◉ Male/Female◉ Pre-health
professional/science undergraduate program
◉ Middle-middle class+◉ Midwest & east coast◉ Hispanic, eastern Indian &
black
Patients◉ 25-30 years old◉ Male/Female◉ Health professionals
program◉ Middle-middle class+◉ Loma Linda, CA◉ All races & ethnicities
Healthcare Professionals◉ 60+ years old◉ Master’s or Doctorate
education◉ Health professionals◉ Income $100,000+◉ Upper-middle class+◉ All regions◉ All races & ethnicities
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Target Audiences - Psychographics
Graduate Students◉ Determined, friendly◉ Values: spirituality,
relationships, experience◉ Interests: mission work,
technology, health◉ Spends time with friends
and on social media
“I want my education to be worth the price I pay. I hope I can maintain spiritual life and relationships while in school. Providing quality care is important to me.”
Patients◉ Focused, open◉ Values: time, spirituality,
service◉ Interests: school courses,
research, mission work ◉ Spends time studying and
traveling
“I want to know that my professors have my best interests in mind. I hope my hard work pays off. Gaining practical experience is important to me.”
Healthcare Professionals◉ Logical, optimistic◉ Values: work-life balance,
spirituality, health◉ Interests: research, giving
back, traveling◉ Spends time advancing
career and with family
“I want to contribute to the healthcare community. I hope I can stay abreast of the latest developments in healthcare. Giving back to the LLU community is important to me.”
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Marketing Objectives4
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Marketing ObjectivesAttract & Retain
Recruit qualified applicants, retain existing students, and build strong alumni relationships.
Promote LLU’s unique selling propositions (USP), wholeness mission and student experience.
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Marketing Objectives
Current Enrollment
~47454982students
1.05%Increase in Enrollment for 2015-2016
fiscal year
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Marketing Tools5
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Marketing Tools
Branding◉ Spiritual◉ Excellence◉ Integrity◉ Collaborative◉ Diverse◉ Innovative◉ Relatable◉ Compassion◉ Freedom◉ Justice◉ Purity/Self-control◉ Humility
Pricing & USPsPremium pricing
◉ Wholeness mission◉ Mission Opportunities◉ Academic medical center◉ Medical simulation center◉ Front loaded didactic programs◉ Location◉ Number of residencies and
fellowships◉ New research building in year 2020
Promotion◉ Student discounts to
surrounding shops and restaurants
◉ Travel credit for new students
◉ Welcome packet for new students
◉ Legacy discount◉ Alumni magazine
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Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
WebIn preparation for interim and long-term re-design
◉ Student, staff, and faculty focus groups◉ Content cleanse and updates◉ Identify web priorities◉ SEO exercises◉ UX exercises◉ Page file naming convention◉ Process for updating websites◉ Editorial calendars◉ Identify digital experience (DE) managers for
each school◉ DE workshops with Web Center, Loma Linda
University Marketing and DE managers◉ Mobile application
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Marketing Tools
Events◉ Incoming student orientation◉ University experience◉ Lunch2U - Weekly food
trucks◉ Club rush◉ End of the year celebration◉ Speaker series◉ Tradeshows
Messaging◉ We are a Christ-centered
institution.◉ Wholeness is a huge part
of our mission.◉ We are a diverse campus.◉ We provide a quality
education.◉ We value research and
innovation.◉ Our students are
important to our success.
Advertising◉ Billboards and media
buys◉ Sponsors for healthcare
events and global health initiatives
◉ Contribute to prominent publications
◉ Media coverage for community events
◉ Social media ads◉ Commericial during “Life
on the Line”
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Marketing Tools
Advertisement Example
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Social Media#iamllu campaign
◉ Establish one LLU blog that each school can pull from
◉ Encourage potential and current students to share their experiences by using the hashtag #iamllu
◉ Photobooth at tradeshows to create an interactive experience and collect #iamllu photos
◉ Identify digital experience managers for each school
◉ Create editorial calendars◉ Collaborate with the Web Center on strategy
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Marketing Tools
Distribution◉ Event ads◉ Alumni magazine◉ Tradeshows/Recruiters -
photobooth at tradeshows to create an interactive experience and collect #iamllu photos
◉ Mass email communications
Marketing Materials◉ Interactive digital
brochure◉ Wearable LLU “swag”◉ Digital publications
Conversion◉ Build database of leads
for mass email communications
◉ Customer relationship management
◉ Promote success rates of alumni
◉ Incentive for visiting the campus from out-of-state - $200/party
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Marketing Tools
Partnerships◉ Participate in events with
other prominent organizations for cross-promotions
◉ Discounts for surrounding shops and restaurants
Referrals◉ If students refer 3
potential students they will receive a free gift - t-shirt, water bottle, etc.
Retention◉ Host relationship building
events for faculty and students
◉ Assign an academic advisor for each student
◉ Establish a [email protected] email address, for students to share their comments and concerns
◉ Improve course registration
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Marketing Budget6
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Marketing Budget
Initial Investment
Potential Enrollment
Potential Tuition Revenue*
Return on Investment
%
Return on Investment
$
Advertisements $20,000 94 $4,230,000 211.5% $4,210,000
Events 1,500 26 1,170,000 780% 1,168,500
Marketing Materials 1,500 16 720,000 480% 718,500
Promotions 40,000 101 4,545,000 113.625% 4,505,000
Totals $63,000 237 $10,665,000 169% $10,602,000
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*Estimated $45,000 for 1 year of tuition.
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$63,000Initial Investment
1.69%Return on Investment
$10,665,000Potential Revenue
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“
Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.
- Beth Comstock