Marketing Plan

& ROI

Creating the Plan

• Profit Center vs. Cost Center• Align Objectives with College Strategic Plan• Measure Key Performance Indicators (KPI)• Build multi-channel dashboard• Determine Student Lifetime Value (SLV)• Customer Relations Management

Plan vs. Campaign

• Plan = Annual or perennial goals• Campaign = set time frame

Marketing Mix – The Ps & The Cs

Product

Price

Place

Promotion

Customer

Cost

Convenience

Communication

P = Organizational Perspective C = Customer Perspective

Marketing Mix – The Ps & The Cs

People

Process

Physical Qualities

Consideration

Collaboration

Confirmation

P = Organizational Perspective C = Customer Perspective

Output vs. Outcome

• Output = 1,200 brochures made – (75,000 tabloids sent out)

• Outcome = 348 prospect calls in 2 weeks– (1 survey filled out within 3 weeks of delivery)

Outcomes matter because it turns opinions into facts & cultivates buy-in for new projects

Measuring your Marketing Plan

• Develop quantifiable objective• Determine KPI• Display campaigns within

– ID target audiences– Balance media mix– Measure outcomes by media channel

Measuring your Marketing Plan

• Measure with Metrics• Evaluate outcomes

– Develop multi-channel dashboard• ROI analysis

– mROI

(# enrolled x net SLV) – marketing costs

marketing costs

Measuring your Marketing Plan

(# enrolled x net SLV) – marketing costs

marketing costs

Example(34 new students x 1,610*) - 5,000 (digital billboard)

5,000

54740 – 5,000 = 49740

5,000

9.948 or 994.8% ROI * Based on SCC Avg. 7 units/semester x 5 semesters