putting a face to cyberspace
TRANSCRIPT
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
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15
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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, [email protected]
Matt Gehrett, [email protected]
Todd Gibby, [email protected]