the future of digital advertising in admissions marketing€¦ · use social media to research new...

TheFutureofDigitalAdvertisinginAdmissionsMarketingDecember6,2017

IntroductionsSuzanneSharpExecutive Director, Enrollment Consulting

ScottMallenPresident, EMP Division

MattBakerDirector, Analytics& Digital Services

©2017ProprietaryandConfidential 4

Agenda

•Housekeeping

•Currentdigitalstrategies-Audiencepoll

•Thefutureisnow….whyisdigitalimportant?

•Effectivedigitaladvertising- Targeted- Connected- Affordable

•Howitallworks

•Audiencenextsteps

•Questionsandanswers


OpeningPollQuestion

Describeyourcurrentdigitalstrategy:(markallthatapply)

We run general (branding) digital ads for the school (71%)

We target specific prospective student groups with relevant digital ads (64%)Our digital ads are integrated within multi-channel outreach campaigns (47%)

We have not been able to afford digital advertising (11%)We need to improve how we use digital ads for student recruitment (51%)


Campaign: MontanaTech

TheFutureisNow

• Targeted

• Connected

• Affordable

DigitalMarketing:


Parents

Student

target:social®

FutureofDigitalAdsinAdmissionsMarketing

Traditionalsearch

DynamicLandingPage

ProgramMailer

PDFDownloadParentGuide

PersonalizedMicrosite

EmailNurture Text

Nurture

PersonalizedOn-demandViewbook

ParentNurture

Deanletter

ResponseOutreach target:home®

DisplayAdnetwork

VariablePrintDirectmailer

Variableemails

2017 Jr. Search Campaign

TARGET AUDIENCE

MarketingPlatform

300%higher

responserate

Immediateresponse


75% use Search Engines to find

schools

85% use social media

to research new products

on average spend

6.5

hours per day on media

half spend

10+ hours per day online

In 2015, students viewed over

$350million of education display ads

social media represents

20% of all internet usage

Engagement with schools rose

200% on Instagram over past 2 years

62% of parents submitted apps

WhyDigitalisKey:GenZ


GEO-FENCING

PAID SEARCH AD

HOUSEHOLD TARGETING

RETARGETING

LOOK ALIKE AUDIENCES

LIST MATCH

PROSPECT PROFILE

EMAIL RETARGETING

9

Today’sDigitalMarketingTechnologiesGEO-FENCING

PAID SEARCH AD

HOUSEHOLD TARGETING

RETARGETING


LIST MATCH

PROSPECT PROFILE

EMAIL RETARGETING

GEO-FENCING

PAID SEARCH AD

HOUSEHOLD TARGETING

RETARGETING


LIST MATCH

PROSPECT PROFILE

EMAIL RETARGETING

GEO-FENCING

PAID SEARCH AD

HOUSEHOLD TARGETING

RETARGETING


LIST MATCH

PROSPECT PROFILE

EMAIL RETARGETING

GEO-FENCING

ADDRESS MATCH

MOBILE CONQUEST

GEO-FENCING

PAID SEARCH AD

HOUSEHOLD TARGETING

RETARGETING


LIST MATCH

PROSPECT PROFILE

EMAIL RETARGETING

SOCIAL AD

“Traditional” Emerging

ListMatch

LookAlikeAudiences

IPAddressMatching

MobileTargeting

IdentityRetargeting

PaidSearch

Social

GeneralDisplay/WebsiteRemarketing

Geo-fencing



Targeted

Serve different, specific messages relevant to your separate target groups

Connected

Integrate all other outreach channels with immediate, personalized response

Affordable

Only market to prospects who you want; Show true ROI with ad-to-enroll tracking

KeyAttributes:


Targeted-DrivetoApplyCampaign(example)

“In-State”State: Georgia

Entry Year: 2018

Stage: Inquiries

“StartedApps”App: In Progress

Entry Year: 2018

Stage: Inquiries

“OutofState”State: not Georgia

Entry Year: 2018

Stage: Inquiries


Connected-AnotherChannelofYourCampaignPrint

Email

Instagram

Snapchat

Display

Facebook

Singledatasettopowerallofyour admissionsmarketing.• Samecreativeineachchannel

• Seamlessstudentexperience

Response


Connected-ImmediatePersonalizedStudentExperience

DigitalAds AutomaticPortal&CampaignsConnectedLandingPages


FirstName Kayla

LastName Johnson

Gender Female

AcademicProgram Science

Interests Dance

Sport Softball

Enrollment Marketing Platform

OnlinePURL

DigitalMarketing

Text

Phone

EmailPrintedPersonalizedBrochure

Connected-ThePowerofaMarketingPlatform


Website Visitors

15

Affordable-FocusYourBudget

TRADITIONALREMARKETINGAdsCTA:LearnMore/ApplyAudience:All20,000visitorsAds/visitor:25impressionsChannels:GeneralDisplay

SAMPLECAMPAIGNGoal:DriveAppsBeforetheDeadlineBudget:$3,000WebsiteTraffic:20,000visitors

IDENTITYRETARGETINGAdsCTA:ApplyNow/FinishAppAudience:2,000visitors(2018EngagedProspects,Inquiries&In-ProgressApplicants)Ads/visitor:250impressionsChannels:GeneralDisplay,Social

Engaged Prospects

Inquiries

In-Progress Apps

Applicants

non-2018 Students 4800

800

318

780

902Staff/Faculty

?

Athletics ?

Alumni ?

Prospective Students

?

Current Students

?

Staff/Faculty ?

Athletics ?

Alumni ?

Prospective Students

?

Current Students

?

250impressions

25impressions

Social


Affordable-Ad-to-EnrollROIInsightsTRADITIONALCAMPAIGNAdSpend:$3,000Impressions:500,000Clicks:700Conversions:21Applications:???Accepts:???Enrolled:???ROI:???

TARGETEDCAMPAIGN-TOTALAdSpend:$3,000Impressions:500,000Clicks:700Conversions:21Applications:7Accepts:5Enrolled:2ROI:467%=(2x$7,000)/$3,000

GeneralDisplayAdSpend:$1,800Impressions:300,000Clicks:450Conversions:14Applications:5Accepts:3Enrolled:1ROI:350%

TargetedSocialAdSpend:$1,200Impressions:200,000Clicks:250Conversions:7Applications:2Accepts:2Enrolled:1ROI:700%


Affordable-ComprehensiveCampaigns

• Personalized6x9Postcard• 10emails• 95AdImpressions• 2CustomLandingPages• Online,trackableapplication

DriveToApplyCampaign$1.00perstudent


TheTechnologyBehindourCampaigns

target:home™

target:place™

target:social™

target:visitor™


target:home™-Addressesaregoodformorethanjustmail

19

ImmediateResponse

TARGETED EMP NURTURE

TargetedEMPNurture

Prospect Profiles

E-MAIL PRINTPHONE

SEARCHLISTTARGETING

upto

85%matchrates

Reachyourfuturestudentsathomewithdigitaladsonanydevice.

WematchstreetaddressestotheirIPaddressestoservedynamicdisplayads. LANDINGPAGE


VISITORS’HOMENETWORKS

CHURCHES

Prospect Profiles

target:place™-Retargetingforgeo-sites,withoutthepixels

20

ImmediateResponse


TargetedEMPNurture

Plus,expandyouradreachtoanyotherdevicesontheirhomeorworknetworks


CONVENTIONCENTERS

Prospect Profiles

TARGETTHESELOCATIONSANDMORE!


BUSINESSES

Prospect Profiles


SCHOOLS

Prospect Profiles

Targetanyaddress(es)toreachprospectivestudentsduringandaftertheirstay.

LANDINGPAGE


target:social™-Connectwithyourstudents

21

ImmediateResponse


TargetedEMPNurture

Prospect Profiles

EMPTARGETLIST

Reachyourfuturestudentswithinsocialmediaplatformsonanydevice.

WematchsocialaccountsbasedonEMPstudentdatatoservedynamicads.

Prospect Profiles

Prospect Profiles

Prospect Profiles

Prospect Profiles

EXPANDEDAUDIENCE

EXPANDEDAUDIENCE

EXPANDEDAUDIENCE

EXPANDEDAUDIENCE

+

+

+

+

STUDENTMATCH PERSONAMATCH

Wealsobuildaudiencesofotheruserswithsimilarpersonastoourmatchedstudents.

LANDINGPAGE

NATIVECROSS-DEVICEADS


target:visitor™-Retargetbasedonuniqueidentitydata

22

ImmediateResponse


TargetedEMPNurture

Prospect Profiles

WEBTRAFFIC

Serveadsacross1000sofsites/appstoyourwebsiteorEMPadmissionsportalvisitors.

EMP’sscriptmanagerbuildshighlyrefinedaudiencesbasedonlivestudentmetadata.

DYNAMICADS LANDINGPAGE



Targeted

Affordable

Connected


TheCompleteLiaisonSolution

+CRMConnectandengagewithpersonalized

marketing

MarketingPlatform

Automated,targetedmarketingtoidentifykey

audiences

CampaignCreative

Createtargetedmessagingeverystageoftheprocess

SOFTWARE SERVICES

Implementation&Support

Maximizeyoursolutionthroughclientsupport

CampaignDeploymentProducetargeted,print,email,text&digital

campaigns


ClosingPollQuestion

Whatisyourhighestprioritynow?(markallthatapply)

Refocus ads to target specific prospective student groups (38%)

Connect digital ads to existing multi-channel outreach campaigns (36%)

Explore affordable options to incorporate emerging digital ad techniques (46%)

Learn more about complete multi-channel campaign solutions (59%)

Howisyourdigitalstrategy?

Watch your email for a special offer.

ThankYou!Questions?

SuzanneSharpExecutive Director, Enrollment Consulting

ScottMallenPresident, EMP Division

MattBakerDirector, Analytics& Digital Services

the future of digital advertising in admissions marketing€¦ · use social media to research new...

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