josh trent

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1 #designSD DISD Marketing 2012 Ricky Kassab Josh Trent Owen Salerno Andrew Hermiz

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Sample informational presentation for SDSU Marketing 2012

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Page 1: Josh Trent

1

#designSD

DISD Marketing 2012Ricky Kassab

Josh Trent

Owen Salerno

Andrew Hermiz

Page 2: Josh Trent

2

DISD Renovation

-San Diego’s “Best Kept Secret”-Value Differentiation - Family, Student to Faculty Ratio 15/1

Page 3: Josh Trent

Current Analysis - Back Links

AI-SD 27,657

Mesa JC 4,390

DISD 1,323

Page 4: Josh Trent

Current Market Value of Social

In Facebook fan studies from last year, the value of a fan ranged from $3.60 in a Vitrue survey to $136.38 in a Syncapse assessment.

QuickTime™ and a decompressor

are needed to see this picture.

Page 5: Josh Trent

Establish DISD's brand by leveraging identity and increasing visibility.

"Pre-College"Program

EarlyMarketing

Fun, ExcitingEvents

Open house

StudentParticipation

DesignCompetition

Engage

HS RelationsLocal, Identify

Design EventEngage

Art InstallationDISD

Campus

LocalBusiness

Takeovers

TestimonialsVideoBlogSMM

IKEAPartnertshipCollaborationLocal Bus T.O

#designSDVisibility

High traffic

AlumniGatherings

Testimonials

Alumni Relations

CommunityPartnerships

ContestIncrease 'Likes"

Exisitng StudentsHigh ROI

Facebook#designSD

Back links+Increase ranking

SeoMoz.com

PinterestInstagram

Twitter#designSD

SEOSeoMoz.org

Analytics

#designSDStudent/FacultySMM-Contest

Social MediaCampaign

Create IntroVideo

WebsiteAutoplay

VideoYouTube

30-60Sec-

#designSDBlog

development

Advertising- DVPCutting Edge

Design SchoolFamily, Close

TaglineInterior Design

Brand AwarenessCampaign

10+ Enrollments12 months

Page 6: Josh Trent

Brand Awareness Campaign

Who is DISD? Very focused (one degree) Compare with the best

Why do they matter? Family-like atmosphere

Keep message consistent

Page 7: Josh Trent

Video

Video will display several “features” of having a small

family-like campus life. Student to teacher ratio Student attention in and outside of class Attention by the experts

Visitors will feel emotional benefits of features: “No place like home” feeling At peace Comfort & care

These are benefits that you will not get at a larger design school

Page 8: Josh Trent

Tagline

Tagline that briefly describes who you are as a brand:

“Interior design runs in our genes”

Benefits: DISD owns interior design. They are the experts.

Prospective students will see this everywhere “Genes”: relates back being a family.

Page 9: Josh Trent

Advertising

Compare DISD with the best

Ad example: Briefly display curriculum on one ad. Caption that says “Just compare with ________ school. These ads can be modified and displayed by region if there is a competing school around.

Benefit: Students nationwide will recognize that their local design school can’t compare with DISD’s curriculum.

Communicate one focus and one focus only. Better to be the

Ad example: Show a pie chart or graph that shows 100% of energy and resources go into Interior design. Show another school with interior design, industrial design, and other fields take part of the pie.

Benefit: DISD is the expert and is dedicated to make you an expert.

Page 10: Josh Trent

Social Media Campaign

The focus of our Social Media strategy is to increase student involvement and participation of the Design Institute’s social media marketing. We feel that this will increase the Design Institute’s brand as well as awareness among potential students. Each social media network will be focused on the hashtag #DesignSD so that conversations can be focused and followed with ease.

Page 11: Josh Trent

The strategy behind the Design Institute’s use of Instagram will be for students to Instagram pictures of completed design projects. We will create a page on the Design Institute’s website which aggregates all Instagram photos that are posted with #DesignSD, in effect creating an online portfolio of the entire Design Institute student body.

Instagram

Page 12: Josh Trent

We would like to see the Design Institute initiate a live Twitter feed on their homepage. Students would be encouraged to write tweets about classroom experiences and observations. By collecting tweets under the #DesignSD and having a social plug-in prominently displayed on the Design Institute’s homepage, it is an easy and effective way for potential students to get a feel for what it’s like to be a Design Institute student.

Twitter

Page 13: Josh Trent

The strategy behind the Design Institute’s use of Pinterest should simply be a place for students to collect ideas and inspirations. While the use of hashtags is limited at this time, we feel that using the #DesignSD hashtag is still important to the overall social media strategy and for collecting student pins.

Pinterest

Page 14: Josh Trent

We feel that the Design Institute blog could use a bit of rebranding itself. We would recommend a name change to #DesignSD to fit in with the overarching social media strategy. We would also recommend increased participation of students on the DesignSD blog. Facebook should be utilized to promote blog posts.

Facebook/Blog

Page 15: Josh Trent

Community Partnerships

Student Government/ASB

Alumni Association

Business Partnerships

Art Installation

Page 16: Josh Trent

Student Govt. & Alumni Association

Form a student government that will be responsible for putting together materials for high schools and junior colleges and send out representatives for presentations.

Start an Alumni Association that establishes a networking program and parent meetings.

Alumni and ASB work together on creating contests and programs that will attract prospective students.

Page 17: Josh Trent

Business Partnerships

Use local business partnerships to offer exclusive internships with DI students.

Partner up with companies like Ikea and Target to help renovate local landmarks, community centers, etc…

Student and Alumni social media feeds that feature DI students who intern or work for prestigious companies or firms.

Page 18: Josh Trent

Art Installation

Have students work on an art installation that will stand right in front of campus.

Something that is big and unique enough to attract all kinds of people.

Goal is to make it a city landmark. Instagram and twitter hashtags associated with pictures of

the installation. Promotions, contests, and most importantly, exposure will

come out of this.

Page 19: Josh Trent

Student Brand Ambassador

-Assistant to Director of Communications-Passionate about interior design / SMM savvy-30 hrs per week-Tuition reimbursement / Hourly wage-Responsible for all SMM -Student engagement-Brand awareness accountability-Social media accountability

Page 20: Josh Trent

Student Engagement

Student participation

Recruitment in contests and groups

Video testimonials

Action plans / Surveys

Page 21: Josh Trent

Social Media Accountability

Content management

Analytics

Customer engagement

Market research

Media

Page 22: Josh Trent

Brand Awareness Accountability

Video production

Art installation(s)

Business, Alumni, JC+HS relations

CRM of 50 unique internships

Page 23: Josh Trent

Investment - 12 Months

Student Brand Ambassador - $32,000.00Social Media Analytics / Tools $1,000.00Current Student / Faculty use - $0.00Total Investment $33,000.00 - $35,000.00ROI - Predicted 10+ Students EnrolledValue of $140,000.00 - $180,000.00 (g)

Page 24: Josh Trent

Questions?