persona-driven marketing: integrating community outreach, student recruitment and advancement

Persona Marketing in Higher Education Webinar | Slide 1

Persona-Driven Marketing: Integrating Community Outreach,

Student Recruitment and AdvancementPresented by: Damien Navarro

06/29/2011


About EMG & Core Competencies• Full-service interactive marketing agency• Headquartered in Orange County, CA• Established in 1999• Clients Include:

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STRATEGY

Research, Planning & Analysis

EXPERIENCE

Personalization, Engagement & Entertainment

RELATIONSHIPS

Awareness, Influence & Social Marketing

PERFORMANCE

Campaigns, Testing & Intelligence

TECHNOLOGY

Development, Customization & Integration


Welcome!

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About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Links to be sent to attendees

Presentation posted to EMG Knowledge Center


Presenter Introduction

• Background in cross-channel marketing, online advertising, enterprise technology, social media, brand awareness and all things digital

• Focused on helping clients to think strategically and to maximize internal and external resources

• SME in technology innovations and marketing, and behavioral marketing trends

• Experienced industry thought leader, public speaker and author

• Highly respected executive in the field on interactive marketing for his vision of the future of integrated marketing, advertising and communications

• Works with clients in multiple verticals: Higher Education, Financial Services and Entertainment

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Damien Navarro, Managing Partner & CEO, EMG


Presentation Agenda

1. Defining Personas & Their Advantages2. Understanding How Brand Leads to Personas3. Developing Brand & Personas4. Persona Marketing for UCI Capital Campaign5. Questions & Answers


Young Adults & Teens

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InternationalBoomers & Seniors

Urban, Suburban & Rural

Alumni & Donors

Multicultural/lingual

Family Households

Think About the Complexity of Your Audience

Community Leaders

http://www.earthboundmediagroup.com/index/our-work/client-list-and-portfolio/pulte-homes-and-del-webb.html

http://www.tc.columbia.edu/teachers-college/

http://www.earthboundmediagroup.com/index/our-work/client-list-and-portfolio/kofax-international.html

http://www.artinstitute-portland.com/

http://www.foreclosuredestination.com/

http://bannerhealth.com/cardonchildrenskidzone


Persona Definition

1. Personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way

2. Personas are useful in considering the goals, desires, and limitations of your audience and web users in order to help to guide decisions about their interaction online such as features, content, call-to-actions, and visual design.


Advantages to Using Personas

1. Defining personas helps the organization to have a shared understanding of the real users in terms of their goals, capabilities and contexts.

2. Helps prevent "self referential design" when we may unconsciously project our own mental models on the web “experience” which may be very different from that of the target audience

3. Features can be prioritized based on how well they address the needs of one or more personas.

4. Provides a human "face" so as to focus empathy on the persons represented by the demo and psychographic.

5. Data about the groups can be put in a proper context and can be understood and remembered in coherent stories.


Traditional Demographic Profiling

Includes age bands, gender, income, social class, education, location, relationship status, etc.


Psychographic & Ethnographic Research & Profiling

1. Live user data and analytics2. Accounts for life experience and interests3. Determines likes, neutral and dislikes4. Looks at unique cultural differences and preference5. Explores real-world influencers and responses


Educated and Influenced

Phase 1Initiator or Follower

Phase 2Introduction to Idea & Awakening of Needs

Phase 3Research and Self Identification

Phase 4Self Assessed + Brand Search

Phase 5Deeper Research, Experience, Community

Phase 6Q & A, On-Site,Examination of Sentiment & Reputation

Phase 7Final Decision,Seeking Influencer Opinion Cost, Payment

Phase 8Fan & Loyaltyor Disengaged

Opportunity Target Search Lead Qualif. Lead

Vulnerable and Emotional

Member /Retention

Donate/ Conversion

The flow of influence from “fans” and “friends” can be just as impactful.

Adopt/Yield

Online Engagement, Influence & Lifecycle Framework


Thinking of Day in the Life of Your Audience

• 3 Sample Personas for Same Non-Profit– The Advocate– The Learner– The Awakener

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The Advocate

• Cares passionately about animal welfare and advocacy and the adoption of animals over the purchase of them

• Longtime member the organization and volunteers at a local shelter• Always telling friends and family and anyone who will listen (in a nice way)

about the wonders of shelter animals and why purchasing a pet is simply an antiquated and inhumane idea (you CAN, after all, find all types of purebreds in shelters if you look)

• Possibly:– Grew up in a family that advocated shelter animals– Purchased a purebred from a puppy mill that ended up with all sorts of medical

problems (and bills for her) and vowed to never do that again and bring light upon the harm of puppy mills

– Watched DogTown on the National Geographic Channel and was motivated to take action against the cruelty inflicted upon an animal

• Whatever the trigger, she’s a member, a fan and ready to be an advocate (for free!)

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The Learner #1

• Rescued a dog, Bud, from a shelter a few months ago and is having trouble getting the dog to behave

• Doesn’t want to give Bud back, so he’s looking for tips on how to train him, to help keep Bud at his “forever home”

• Conducting research online and a link for the organization came up in his search results. He clicks through to the site and finds invaluable tips in the “You and Your Pet” section of the website.

• After implementing some of these tips, he sees that Bud’s behavior is improving, and feels uplifted and positive about keeping Bud.

• Months later, this learner remembers how helpful the organization’s website was, and returns to the site for more information about caring for bud, now his best friend.

• Donates

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The Learner #2

• Has been a financial supporter of the organization for years, and has finally decided to give her time and not just her money by volunteering

• Visits the website to seek out the volunteer opportunities that are out there and finds the organization’s Network

• Signs up and works at the LA Super Pet Adoption and loves the experience

• Continually uses the network to find more opportunities and learn more about what different charities and campaigns are doing, following the efforts and seeing where she can help

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The Awakener

• Never heard of the organization before a few weeks ago. He found out about it because a friend had shared a piece of news from the organization’s website on Facebook

• He was intrigued and read about Zoom, a brave and forgiving Pit Bull who, despite the hand he’s been dealt, can’t help but just lick the next hand that shows him some love.

• Pokes around the website, learning more and more about the organization’s mission

• His family always had dogs from a breeder and he had never even thought twice about it. As he learns more and reads more, he takes notice.

• Not quite ready to do anything yet, but is seriously considering adopting his next dog from a shelter. He wants to ask his friends first, as he’s a little wary and thinks that shelter dogs might be more difficult to train.

• Curious and open, yet cautious

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Messaging & Branding Priorities that Crossover

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Approaching Brand & Persona Development



• What promises is a brand making?• What are the core values backing a brand?• What narratives and stories does a brand share?

Communication

Brand Identity

Insights• What quantitative data exists on the brand?• What are the conversations surrounding a brand?• What demographic profile of the brand exists?• What channels deliver the brand story?• How are brand values conveyed visually?• Does user experience support the brand narrative?



• What quantitative data exists on the brand?• What are the conversations surrounding a brand?• What demographic profile of the brand exists?

Communication

Brand Identity

Insights


• What channels deliver the brand story?• How are brand values conveyed visually?• Does user experience support the brand narrative?



Communication

Brand Identity

Insights

• What channels deliver the brand story?• How are brand values conveyed visually?• Does user experience support the brand narrative?




Approaching Brand Redevelopment

Communication

Brand Identity

Insights

Communication

Brand Identity

Insights

Does it all align?

We say, “We are committed to sustainability.”

They perceive, “You are committed to sustainability.”




Brand Identity



Insights• What quantitative data exists on the brand?• What are the conversations surrounding a brand?• What demographic profile of the brand exists?

St. Cloud State UniversityUniversity of Minnesota DuluthMinnesota State University, Mankato


Approaching Brand & Persona Redevelopment

Insights

St. Cloud State

U of M Duluth

MSU, Mankato

0 500 1000 1500 2000 2500 3000 3500

3262

2316

988

Benchmark Mention Volume: 30 Days



Approaching SCSU Brand Redevelopment


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Communication• What channels deliver the brand narrative?• Visually how is a brand narrative conveyed?• Does user experience support the brand narrative?


Developing Brand & Persona Development


4%


Persona Attribute Discovery and Card Sorting Exercise

Brand & Marketing Strategy Scoring Matrix

Creation of Theme & “Mood” Boards

Brand Identity Deliverable: Persona Playbook


4%


Crowdsourcing & Social Listening

Video Documentation of Target Audience Lifestyles

Remote Focus Groups & Virtual Testing; Stakeholder Interviews

Brand Identity

Insights Deliverable: “A Day in the Life of…”



Brand Identity

InsightsStr

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Web User Experience


Website Requirements Document

Rollout Marketing & Communications Plan

Creative & Content

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Executing Brand & Persona Development

Campaign Launch Communication Plan

Brand Identity

InsightsStr

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Communication Plan4%

Brand Identity

Insights

Execution

Str

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Measurement & Optimization


Persona Driven Marketing for UCI

http://www.ucifuture.com/


Persona Identification

• Shaping The Future of Health• Leadership for a New Global Community• Shaping the Future of Our Planet• Shaping the Frontier of Learning• Supporting Scholarships & Fellowship

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http://www.ucifuturehealth.com/

http://www.uciglobalfuture.com/

http://www.ucigreenfuture.com/


Created & Syndicate Branded Original Content• Thinking like a publisher - demand for “edutaining” content is growing• Integrates across, and supports, student recruitment and public relations• Drive the casual observer to awaken to the greater need• Make the brands impact more accessible (mobile to global)• Unprecedented opportunity to re-use and syndicate content via technology

http://www.ucifuture.com/index.php


Powering Up the Community

•Harness “celebrities” and “ambassadors” to lead•Utilize niche and searchable content•Authenticity and visibility is critical•Challenge the community to engage•Huge multidisciplinary opportunity•Challenge the community to create and share•Call-to-actions and content targeting is critical

http://www.ucifuture.com/initiatives/our-initiatives.php


Own and BRAND the Knowledge Center

•Contributes extensively with SEO & online brand equity•Harvest ideas, external factors and popular trends•Works well with highly niche content•Increases visibility and relevancy online •Lead with authenticity and transparency


User Generated Content & App Promotions •Enable the “fans” of the campaign to battle the naysayers•Grow digital real-estate and brand equity•Sharing extends the reach further•YouTube gives accessibility to national audience

http://www.ucifuture.com/media/multimedia.php


Performance to Date$600 Million Milestone!UCI launched the Shaping the Future campaign in July 2005 (ends in 2015) and is proud have achieved $609M of the campaign's overall $1 billion goal.


Performance to DateThe campaign has touched virtually every aspect of the campus, including:

Doubling UCI's endowed chairs

200+ new student awards and 2,000+ scholarships and fellowships

Establishing and naming new schools, facilities and programs

Enhancing alumni and student engagement and philanthropy with more than 128,000 gifts made to the university during the campaign

Successful community and government relations programs and relationships

Opening of the UC Irvine Douglas Hospital; completion of the $50 million hospital campaign

Setting historic annual fundraising records and significantly increasing the university's endowment


Questions?

• We’d love to hear from you. Let us know if you have any questions!


Q & A

Thank You!

Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s persona to help you get started!

Toll Free: (866) 62-EARTHwww.visitemg.com

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FULL WEBINAR AVAILABLE TOMORROW AT:

Youtube.com/earthboundmediagroup

Earthboundmediagroup.com/emg/home/knowledge-center/webinars.html

STAY CONNECTED WITH EMG:

Twitter.com/EMGtheAgency

Facebook.com/earthboundmediagroup

STAY CONNECTED WITH EKTRON:

Twitter.com/Ektron

Facebook.com/Ektron.Inc

http://www.visitemg.com/


Thank You For Your Time!

Damien NavarroManaging [email protected] x 101

mailto:[email protected]

persona-driven marketing: integrating community outreach, student recruitment and advancement

Documents

persona marketing

higher education webinar

personadriven marketing

persona definition1

crosschannel marketing

future of integrated

brand awareness

sample personas