BUILDING AWARENESS, REPUTATION AND BRAND

AT THE UNIVERSITY OF NEVADA, RENO

RENO-TAHOE AMERICAN MARKETING ASSOCIATION

AN ERA OF RECORD ACHIEVEMENT

• 22,000 students by 2021

• Reduce student-faculty ratio from 22:1 to 18:1

• “RU/VH” Carnegie Classification

• Build research faculty & PhD programs

UNIVERSITY GOALS

We leverage talent,

technology, and data

to build reputation

and drive enrollment.

MARCOM’S MARKETING STRATEGY

• Brand = Awareness + Relevance

• Build a multichannel framework

• Integrate and Amplify

• Plan ExecuteMeasure

OUR MARKETING “GUARD RAILS”

The University of Nevada, Reno

is a research university

growing steadily

in excellence and reputation.

OUR SINGLE BRAND IDEA

OUR THEME FOR 2014: MAXIMIZING MOMENTUM

OUR THEME FOR 2015

The University of Nevada, Reno is

bringing research and knowledge to the

important issues

of our time.

THE TOOLS THAT GUIDE OUR MARKETING WORK

A COMPREHENSIVE MESSAGING PLATFORM

PUBLISHED BRAND GUIDELINES

PARTNERSHIPS WITH EACH OF OUR COLLEGES

• Agriculture, Biotechnology and Natural Resources

• Business

• Education

• Engineering

• Liberal Arts

• Science

• Journalism

• Medicine and Health Sciences

STYLE TILES FOR EACH COLLEGE & SCHOOL

MARKET RESEARCH

A MULTI-CHANNEL BRAND STRATEGY

THAT SPANS TRADITIONAL AND NEW MEDIA

LOCAL TV & YOUTUBE CAMPAIGNS

DIRECT MAIL

CAMPAIGNS

RESPONSIVE WEB

DIGITAL

CAMPAIGNS

UNDERGRADUATE RECRUITMENT

DIGITAL MARKETING

• Online marketing space is competitive

• Education marketing is diverse…no “one-size-fits-all” solution

• Data-driven approach leverages multiple media channels to target and

attract high-intent traffic

• Compliance and transparency important

• Market and consumer research are vital

DIGITAL MARKETING: MEDIA MIX

• Mobile, Mobile, Mobile Mobile-First Strategy

• Search Engine Marketing (Paid: Search & Display)

• Search Engine Optimization

• Email Marketing

• Social Media

• Remarketing

• Lead Generation

GRAD STUDENT RECRUITING

CASE STUDY: 300 REASONS CAMPAIGN

DIRECT MAIL POSTCARDS ONLINE DIGITAL CAMPAIGN

RENO IS A UNIVERSITY TOWN

#BIGGEST LITTLE

COLLEGE TOWN

YOUTUBE VIDEOS

WINDOW CARDS FOR

LOCAL BUSINESSES

CAB TOPPERS

DOWNTOWN

LIGHT POLE BANNERS

RENO-TAHOE AIRPORT SECURITY TRAYS

RENO-TAHOE AIRPORT SECURITY TRAYS

CASE STUDY: NATIONAL GEOGRAPHIC PARTNERSHIP

Educational Partner

THANK YOU FOR YOUR TIME AND ATTENTION