2012 noel-levitz ncsrmr presentation
DESCRIPTION
This was the presentation I made to the National Conference on Student Recruitment, Marketing and Retention in Chicago. I was there as an Associate Consultant with Noel-Levitz in their Web Strategy and Interactive Marketing Services.TRANSCRIPT
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“Manoeuvring the Marketing Mix, Canadian Style” 2012 Noel-Levitz National Conference
Sean Williams Associate Consultant, Noel-Levitz July 26, 2012
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Flow for the hour
• Introductions
• Canadian ‘Media’ Marketplace
• Case Studies
• Dos and Don’ts
• Questions
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Who is this guy?
• I’m the token
• 20 years experience
• Done the big agency thing
• Worked in marketing roles
• Big focus on HE
• With Noel-Levitz since Oct. ’10
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I want to know...
What’s the biggest issue or concern you have in your marketing and advertising
planning?
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Everything we read and hear tells us that...
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Also that...
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Anyone feeling like this?
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Well...
...while I don’t have all the answers, I hope to pass on
some information and insights
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My 6 stages for success
1. Understand your audience... PLEASE!
2. Figure out who you are – it’s ok to say ‘brand’
3. The message matters – really think about what you want to say and how (i.e. idea, tone, format, etc.)
4. Change it up – you shouldn’t be doing the same things you did 5 years ago
5. Use the right tools and integrate them – this ensure success
6. Test, track, and/or measure everything you can – you want to improve, right?
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You’re now saying...
“Thanks for telling me that, but now what?”
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Lets see how Canadian’s are consuming media?
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We’re online, but still watch TV
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TV viewership up over the years
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Radio is seeing some decline
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We multi-task media
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TV is watched across multiple platforms
94%
84%
80%
55%
TV Only, 23%
4%
13%
18%
38%
Cross Platform 61%
2%
3%
2%
7%
Online-only, 16%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
65+
50-64
35-49
25-34
18-24
TV Only Cross Platform Online-only
comScore/TVB 2010 Custom Project
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We love our social networking too
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Where’s the $$$ going?
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TV and Internet get the bulk of the spend
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Outdoor and Cinema expect growth
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And in the digital space?
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Focus is on Search, Display and Video
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Mobile too...
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So you may be asking, how does a University and College act on this knowledge?
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They...
• Better understand their audience
• Define who they are
• Develop a strong and distinct creative message
• Change/adjust what they are doing
• Integrate their efforts
• Track and/or measure what they’re doing
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Holland College (Winter 2012)
• They needed to:
– Elevate their presence
– Impart on their audience ‘why them’
– Connect through ‘new’ means
– Generate inquires and/or applications by a certain time
• Their situation:
– Brand meaning not clear
– Same budget as last year
– Never advertised online
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They developed a cohesive theme…
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…used a mix of ‘traditional’ media…
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…some SEM and social advertising…
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…online advertising…
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... linked it to social media...
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…and tied it back to their site
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In the end, they saw some strong results
• Raised community awareness in province
– Told people there’s something happening on campus
• Solid CTRs with SEM, social and banner ads
– Recognize site categories or topics that produce highest level of traffic
• Tracked search terms to program pages
– Highlighted specific program areas of interest and length of time on pages
– Pinpointed what keywords to focus on
• Recognized areas of improvements for next year
• Good level of applications – skewed more online (vs. previous yrs)
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StFX University (Winter 2010)
• They needed to:
– Promote the brand in two key markets
– Impart on their audience ‘why them’
– Connect through audience appropriate mediums
– Generate inquires and/or applications
• Their situation:
– Strong brand (icon)
– Limited budget
– Limited/no previous advertising
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Campaign theme…
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… in traditional media…
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… social and SEM…
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… and online advertising
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In the end, they saw some strong results
• Raised awareness in key markets – People recognized that they had not advertised much
in the past
• Good CTRs with SEM, social and banner ads – Gained specific knowledge around icon and adjusted
elements mid campaign
• Pinpointed key search terms – Saw what made people ‘click’
– Alignment with rankings and competition
• Recognized a mix of future opportunities
• Gained a slight foothold into the two markets and saw a reasonable level of applications
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So looking ahead, here are some ‘Dos’ and ‘Don’ts’
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Do... Understand how your audience acts
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Don’t... Treat them the same as others
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Do... Brand
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Don’t... Be confused and lack focus
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Do... Keep it simple
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Don’t... Overcomplicate things
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Do... Different
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Don’t... Stand still
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Do... Connect the dots
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Don’t... Be left behind
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Do... Tools that track
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Don’t... Leave things until next year
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So in summary, be sure to...
• Understand your audience
• Define your brand
• Develop unique messaging
• Change it up
• Integrate
• Track/measure
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Questions? Contact Information: [email protected] @swmgroup linkedin.com/in/seanwillliams