how cu denver’s business school marketed an open house event on campus
TRANSCRIPT
PRESENTERS:
Robyn AndersonKim Halpern
How CU Denver Business School Marketed an Open House on Campus
WEBINAR | 9.21.16
About the Presenters
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Kim is Director of Marketing and Communications at University of Colorado Denver Business School. Kim develops and implements advertising and marketing strategies that lead to successful student recruitment.
Robyn is Vice President of Business Development at Converge Consulting. Robyn meets with colleges and universities across the nation to help them implement strategies to increase student recruitment and retention using new and next marketing methodologies.
Agenda
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CU Denver
The Event
Event marketing vs. Program Marketing
Setting expectations
Methodology
Strategy
Facebook Events
Display/Retargeting
ABOUT CU DENVER
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THE EVENT
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9
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THE PROCESS
Discovery
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Methodology
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DISCOVERY
Research
Listen
Learn
STRATEGY
Analyze
Evaluate
Discuss
EXECUTION
Create
Measure
Implement
Strategy
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Execution
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Tips for managing successful multi-channel campaigns:
• Rotate ad creative• Implement additional
remarketing lists• Update social media
target audiences• Update ad messaging• Pause channels that
produce a high CPL• Implement new
channels
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THE PROJECT
Event Marketing vs. Program Marketing
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• Display Advertising• IP Address / Geofencing• Contextual / Behavioral• Specific websites
• Social Media Advertising• Facebook / Instagram• LinkedIn
• Search Engine Marketing (SEM)• AdWords / Bing Ads
• Retargeting / List Targeting• Display ads• Social Media
Ad Content & Creative
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Continued…
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Continued…
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Continued…
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Facebook Lead Generation Ad Example
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Remarketing
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Ad Spend
60%
30%
10%
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RESULTS
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Results
• 137 event RSVPs in 38 days
• 70% of total event attendees from Converge digital advertising
• $100 cost per RSVP
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Thank You!
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Robyn AndersonVP of Business Development, Converge
Kim HalpernMarketing Director, CU Denver
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CHRISTINE HUTCHINSVP for Communications
& Marketing, Mt. Holyoke University
JIA JIANGFounder & CEO,Wuju Learning
BRITNEY MULLERSEO & Content Architect,
Moz
MICHAEL SCHINELLICMO, Kenan-Flager
School of Business, UNC