marketing: content, creative, channel and challenges - calem 2017
TRANSCRIPT
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Collect to Connect:Creative, Conversation and Channels
Patricia Johnson GeorgevichMercury Communications
CALEM 2017
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Motivators
Job with more authority Change careers Consulting opportunities More money Respect Acquire new skills Security Stand out/be in demand Credential Personal fulfillment/pride Affiliation
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Who is your target market by segment?
Starts
1Stays
2Succeeds
3
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Collect Data: Creative to ConnectFocus Groups
Why did they want to get or finish their degree? appeals that are emotional
and practical – WIIFM/outcomes
Why did they choose to attend your institution? brand USPs
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Walk the walk: needed to set a good example for my kids.
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Census Bureau studies show that kids whose parents attended college are far more likely to go to college themselves.
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I had a lot on my plate but I needed to finish my degree.
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I wanted to be in a position to be promoted.
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I needed a little encouragement that I could do it – and reach my goals.
Personal attention & support every step of the way, career assessment and education map.
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Brand – why did they choose you?
Name recognition: Our reputation precedes you.
Locations: We’ve got you covered. Close to your home and work.
Delivery formats: We fit into your life. Anytime. Anywhere.
Programs: Be. Do.
Be a social worker. Change someone’s life for the better.
Be a K-8 teacher. Shape young minds.
Your career in public service. Earn a living. Make a difference.
Be an engineer. Innovate and create.
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Photography
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Test the creative.
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Multi-channel to Connect – Survey to Segment Are they listening to the radio?
Are they reading newspapers/magazines?
Are they watching television?
What roads and expressways are they travelling?
When are they on social media?
What websites do they frequent?
Preferences on digital and direct mail?
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Measure. ROI.
Toll-free vanity numbers
Landing pages/unique URLs
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Discussion: Challenges
generating quality inquiriesGeneratingconnecting with the RIGHT audienceConnectingunderstanding the demands of my marketUnderstandin
gdetermining ROI on my effortsDeterminingselecting effective media channelsSelectingunderstanding my competitionUnderstandin
gbuilding "buy in"/consensus among leadership and colleaguesBuildingadvocating for increased resources ($$)Advocating