internet marketing campaign sample: graduate distance engineering education
DESCRIPTION
This is a sample Internet marketing campaign for the University of Colorado's distance-delivered graduate programs including the Lockheed Martin Engineering Management Program and the Interdisciplinary Telecom program, among others. The campaign duration was June 2011-June 2012 and was led by Rebecca Moss(Cooney) and Marcie Gorman-Smith.TRANSCRIPT
Internet Marketing UNIVERSITY OF COLORADO BOULDER
Online Graduate Engineering ProgramsA select set of flexible graduate programs available in the classroom, from a distance or both. 24/7 distance access is powered by the Center for Advanced Engineering and Technology Education
Engineering Management Program
Interdisciplinary Telecom Program
Electrical, Computer and Energy Engineering
Computer Science
Digital Energy Program
Aerospace Engineering Sciences
Renewable EnergySep 2011-May 2012
A Case Study
synergy
04/09/2023 DRAFT Marketing Plan.. work in progress
From Silo to IntegratedSynergistic Strategy• Build brand awareness and
name recognition– Sustainable competitive
positioning– Key messaging
• Increase sales (increase enrollments)– In order to increase enrollments,
you need lead generation and lead nurturing• Marketing = lead generation• Sales = lead cultivation• Advising = lead conversion
• Metrics: accountability for established conversion points
May 2011 – May 2012• Situation analysis• SWOT• Four P’s analysis• Target audience• Current condition• Competitive landscape• Fiscal goals• Product development• Infrastructure• Market research• Business development• Marketing strategy• Lead generation• Internet marketing• Digital media creation• Materials strategy
baseline & goal
04/09/2023 DRAFT Marketing Plan.. work in progress
• CAETE – 400 base enrollments– 2012: 40 new enrollments
• EMP (576 distance students for fall 2010, spring/summer 2011)– 35 new enrolled for fall/spring
2011– 30 new applicants for Oct 15
deadline• ITP (55 new on campus students 8
new distance students for 2010-11, entering this fall 35 new 2011)
• DLP (444 distance for Aero, Civil, Computer Science, Electrical & Computer, Mechanical and Business for fall 2010, spring/summer 2011)
Baseline & Goals
brand
• High quality graduate education from CU-Boulder
• Program part of a select set of flexible options available in person, from a distance or both
• From the highly ranked College of Engineering and Applied Science
Brand Hierarchy
College o
f Engin
eeri
ng &
Applied
Sci
ence
University of Colorado Boulder
Program
Positioning “distance education”• CAETE, EDGE, LOGin,
UNITE• University name online
e.g. ASUOnline• College/School name
online e.g. Engineering for Professionals (Purdue)
• Associated with professional studies and or continuing education e.g. Stanford Center for Professional Studies
Acronyms provide little value in marketing
Online can be confused with IEEE and other “association” professional training
Is it the real deal – lesser quality than those who earn their graduate degree on campus?
Separate from College of Engineering but raises the question, is it equal?
Competitive Brand & Position
message strategy
[key message grid]Providing a “One Voice” consistency across our core competencies, value proposition, primary message
statements and overall goals and objectives.
Use Steps Final Document Application
The Key Message Grid is used by all individuals who are involved in preparing and distributing any messaging for an organization.
This includes • Leadership• those who answer
the phone• administrators • web site authors • vendors • employees who
serve on committees
10 Steps from evaluation to execution
The “final” Grid is a living, breathing document - one that evolves and is added to over time.
The core of the content in the Grid should not change unless the overall mission and vision of the organization changes.
Upon completion - the Grid is the primary tool for a writer creating materials for multiple mediums
One VoiceA process to achieve consistency
Empowerment in message
Maintain Voice and consistency
Leadership, Business Performance, Project Management, R&D Management
Tags
• Lead the future of Engineering Management
• Manage your highly successful career
• The growing alternative for engineers in business
• The MBA for the technical mind
The Lockheed Martin Engineering Management Program at the University of Colorado-Boulder provides a high quality graduate-level academic curriculum established to serve working engineers and technical professionals wherever they are.
leadgenerationcultivationconversion
Fill out online form
Name goes into
database > prospect
Cultivation Close
Lead Generation Activities
Referrals
1:1 marketing
SEO
Purchased names
Internet mkg
Auto e-mail Customized personal email
Multiple touch points
Advising meetings
Phone calls
Response emails
CREATE CONVERSIONS
Positioning | Key messaging | Virtual Info Sessions | Web content | Materials
Try before you apply
Register
Apply
Lead Generation Process
Inquiry Sources<CAETE Front D
esk ECOT 206>
Phone
Walk-in
Events
Campaigns
Personalized “thank you,” elevator speak, &
invitation email with applicable attachments or letter with 6x9/one-pager; answer specific
questions & refer specific questions to the appropriate grad
advisor<Front Desk,
24 hr turnaround>
Collect attendance information
<Front Desk>
CRM<Front Desk>
Two-week follow-up email re: benefits of
program & invitation to take action (visit on-site
or virtual, webinar or info session, apply,
register <Admissions Dir,>
Auto Email
Four-week follow-up email re: alumni
connection & invitation to take action (visit on-site or virtual, webinar or info session, apply,
register <Admissions Dir,>
Has lead applied or registered
?
Yes
No
Send applicable welcome email;<Admissions Dir,
2 week turnaround>
Send applicable follow-up email;
<Admissions Dir,2 week turnaround>
Eight-week follow-up email re: employment
opportunities & invitation to take action (visit on-site or virtual, webinar or info session,
apply, register <Admissions Dir,>
Twelve-week follow-up email re: application
and/or registration & invitation to take action (visit on-site or virtual, webinar or info session,
apply, register <Admissions Dir,>
Sixteen-week follow-up email re: why CU &
invitation to take action (visit on-site or virtual, webinar or info session,
apply, register <Admissions Dir,>
Eighteen-week follow-up email re: information session / experience webinar & invitation to take action (visit on-site
or virtual, webinar or info session, apply,
register <Admissions Dir,>
Will receive all emails from CAETE office
14
Phase 1: Generation & Cultivation
Lead Management Process Flow
Conv
erte
d Le
ads
Registered or Ready to Register
Applied or Ready to Apply
Grad Advisor sends link to application form &
follows up until application received
Follows registration procedures, non-degree
students receive registration confirmation
from CAETE Registrar
Admitted or
Denied
15
Phase 2: AdmissionAdmitted = Grad
Advisor sends acceptance letter with
deadline to accept, decline, or defer
Denied = Grad Advisor sends denial letter
CRM
Accepted = Grad Advisor sends admission paperwork to Registrar (CEPS or main campus)
& sends letter and promotional item to
student
Decline = Grad Advisor sends survey to student re: why they opted not
to attend
Defer = Grad Advisor send deferment letter
Phase 3: Acceptance
Enroll (registration) = Grad Advisor sends
letter & promotional item
No Show = Grad Advisor sends survey to
student re: why they opted not to attend
Attend = Grad Advisor sends letter &
promotional item
Phase 4: Attend & Retain
Lead Management Process Flow
Phone Inquiry
Web Request Info Form
Outbound Marketing
Auto emailPersonal call or email by marketing
(within 48 hours)
2 3 4 5 6 7 8 9 10
Info entered in database or lead management tool
Answer generic questions
Refer specific questions to adviser
• Online meetings• Email response
• Phone calls• Face to face meetings
• Web updates, videos• Marketing materials• Strategic personal touch by
marketing• Online chat
Prospect option to Opt-Out
Benefits-Focused Emails
Prospect Communication Process
project planning
Market Research – Focus Groups EMP Image, Brand – Logos, key messages, Strategic Plan
Synergy Marketing Goals, analytics, internet mkg, lead gen, proj man
Email & Online Meetings
Collateral materials, PowerPoints, Web, Creative AssetsPrint publications, merchandising, landing pages, EMP web overhaul/CMS, photography, video capture, features
Business Development Pilot – Ball Aerospace, NREL, SWE
CRM– Lead Management Process
EMP Access Dbase
Current Condition – ITP, DLPEnrollment stats, strengths, weaknesses, barriers, opps
Digital Energy launch plan
Competitive AnalysisDistance programs ITP, DEP, EMP and the rest…. SWOT in process
July Aug Sep Oct Nov Dec Jan Feb Mar April May June July Aug Sep Oct Nov Dec Jan
Current Condition - EMPEnrollment stats, strengths, weaknesses, barriers, opps
Website analytics, SEO
Get familiar with EMP, ITP, DEP, CAETE, CEAS and CU Boulder – students, faculty, staff and internal bridge-building
2010 2011 2012
July - Dec 2011 Marketing Strategy & Tactics
Gradschools.com listing, banners, pay-per-click
Advertising & Military Fairs
Jan Feb March April May June July
Internet marketing(Landing pages, email template, banner ads)
CRM launch + prospect email “drip” campaign
Creative Assets 1-pagers; Degree & Certificate Sheets; Faculty Profiles; Research and Student
Projects; CoursesVideo Testimonials – Students, Faculty and Alumni
Business Development Pilot – Ball Aerospace, NREL, SWE
Publicity – 3-5 articles
Conversion process continual improvement+ Weekly Analytics & Reporting
Websites – EMP, ITP
Local radio – NPR
Jan - July 2012 Marketing Strategy & Tactics
research & developmenttesting | webinars | data management | multimedia development
Communication FunnelEmails & Info Sessions: Fall 2011
Opt Out
Remove from prospect list
(KL/PT)
No Response
4-6 weeks later receive follow up 1 email from KL/PT
4-6 weeks later receive follow up 2 email from KL/PT
Signs up for Info Session
Email sent with Info Session log in
info
Sign up – Attend Thank you - check out spring class
4-6 weeks later receive follow up email from KL/PT
Sign up – Do Not Attend
Sorry we missed you Invite to next
session
Day-to-day program engagement: emails, phone calls, web searches, advising
Goals for Marketing• Test drive the process• Learn• Adjust• Try again
E-mail #1• Theme: “Thank you for Connecting
with Us”• Call to action – sign up for info session
and pick a course that starts in the spring
• Email drops Sep 30• Follow ups with info session log in info• Follow ups post info sessions (per
program)Oct Info Session• Focus: Background and features of
program• Program features: length, pricing,
degrees, certificates, calendar items• Program flexibility – distance and on
campus• Who is the program, why this program• Next steps – start a class now, connect
with advisor
Email Tests & Online Info SessionsOctober | November | December
SWE & Ball AerospaceWebinar | Kick Off Mtg
• Theme “Continuing education”
• Focus: Graduate engineering education with emphasis on CAETE programs
• Listening and learning
Webinar-Specific Notes• Two faculty, 1 current student, 1
alumni (Marcie/Rebecca facilitate)
• November webinar
• 10% discount
• One hour lunch and learn
• Live format with Q&A
• Taped for future viewing
• Invites will go local, regional and national
Multimedia DevelopmentPhotography
• Purpose: Use in series of videos to be produced for web, advertisements, email
• Goal: Library of generic footage for 2-3 year use
• Key messages to convene• Graduate-level• Anytime, anywhere with
mobility• Breadth and depth of
region• CU statistics and
rankings
Shot List• Campus • Boulder• Denver• Interlocken
Multimedia DevelopmentVideo B-roll and interviews
EMP video: Grant Beverage, alumnus
EMP video: MaryKate O’Brien, student
Multimedia DevelopmentHtml > CMS for EMP
June 2009-Jan 2012
Jan 2012+
• Central management for all incoming leads
• Qualify leads
– A (Alpha) interested, timing, tuition on track
– B (Beta) interested, not committed in timing or tuition
– Z (Zeta) non responder for 24 months
• Drip Messaging
– Develop a high quality steady flow of communications, with program specific information, with calls to action to keep the prospect engaged in order to deliver a positive brand experience.
– Thematic emails that cover important topics relating to distinctive program benefits and features as well as critical issues to resolve when selecting your program.
Create an “ideal” for the prospect—one that plays to
our particular strengths. I want to get a
master’s degree
I want to start next fall
My company has education benefits
Database Development & Lead Management
Customer Relations Management System | salesforce.com
BETA status changes to
ALPHA when prospect clicks “I’m ready to
connect”
Drip Messaging as part of CRM
Email 2
Email 3
Email 4
Email 5
Email 6
Email 7
Email 8
Email 9
Email 10
ETCB
eta
Sta
tus
internet marketing
• Purpose and message:
• Increase enrollment
• Build awareness
• Engage prospects when they are actively thinking about returning to school for one of these areas of study
• Encourage them to enroll in a class now and apply later.
Components• Banner ads
• Adwords
• Skyscraper ads
• Landing pages
• Monitor, reporting, analytics
Goals• 4% increase in applications• 10% increase in enrollment
Internet MarketingGo global > Capture their data > Convert
Internet Marketing
Landing Pages
• PPC Campaign with a $0.72 bid price
• Flight: 3/13/12 – 5/31/12• Targeting: Detailed on following
slides by program
Total Facebook Investment: $7,760 gross
Internet MarketingFacebook
Total Linked In Investment: $7,760 gross
Internet MarketingLinkedIn
ITP, DEP, CS ECEE, AERO EMP
CPC Campaign with a $3.65 bid price
Flight: 3/13/12 – 5/31/12
Estimated Target Audience: 61,442
Adults: 25-34
Selected Locations
• Colorado, California, Texas
Selected Industries
• Computer & Network Security
• Computer Hardware
• Information Technology and Services
• Telecommunications
• Mechanical or Industrial Engineering
Selected Job Functions
• Information Technology
• Engineering
CPC Campaign with a $3.65 bid price
Flight: 3/13/12 – 5/31/12
Estimated Target Audience: 67,077
Adults: 25-34
Selected Locations
• Colorado, California, Texas
Selected Industries
• Computer & Network Security
• Computer Hardware
• Information Technology and Services
• Telecommunications
• Mechanical or Industrial Engineering
• Aviation & Aerospace
Selected Job Functions
• Information Technology
• Engineering
• CPC Campaign with a $3.65 bid price
• Flight: 3/13/12 – 5/31/12
• Estimated Target Audience: 128,770
• Adults: 25-34
• Selected Locations
• Colorado, California, Texas, Georgia, Massachusetts, Alabama, New York, Arizona, Washington DC, Washington
• Selected Industries
• Computer & Network Security
• Computer Hardware
• Information Technology and Services
• Telecommunications
• Mechanical or Industrial Engineering
• Aviation & Aerospace
• Selected Job Functions
• Information Technology
• Engineering
• Demo Targeting: Adults 25-34, College Graduates
• Behavioral Targeting: Increase awareness and drive enrollment by targeting users who are actively performing behaviors related to your ideal audience. (see definition of Education Seekers on following slide)
• Geo Targeting: Colorado, California, Texas
• Channel Targeting: ‘News & Information', ‘Education’, ‘Science’
• Keyword Targeting: Include all of the relevant Undergrad programs that associate with ITP, DEP, EMP, AERO, ECEE & CS
• Site Retargeting: Continue to reach users who have visited your site across a network of sites through pixel tracking. Site re-messaging allows CU to remain top of mind with a valuable audience who has already expressed intent, increasing the opportunity to drive enrollment.
Internet MarketingBanner Ads
Internet Marketing
Banner Ads
Animated Banner AdsAerospace
EMP
DEP
Banner AdFlash | 160x600
Internet Marketing
Banner Ads
Animated Banner AdsAerospace
EMP
DEPBanner Ad | 300x250
Banner ad | 728x90
Internet Marketing
How it works…Banner ad
Landing page
Why CU page
Auto thank you email
reporting
04/09/2023 DRAFT Marketing Plan.. work in progress
Reporting & Adjusting
Types of Reports• Banner performance using audience
science• Pay-Per-Click performance• Campaign Summary• Search term report• Google Analytics
o Unique visitorso Form visitso Referring search engines and siteso Keywordso Top visited siteso Visitor loyaltyo Visitor reach
Reporting & AdjustingBanner Ad Report
Banner Ad Report (2 week snapshot)
What matters
• Impressions: How many times the banner appeared
• Clicks: How many times a user clicked-through to the landing page
• CPC: Associated cost each time the banner is clicked on
• Conversion: Number of individuals who clicked on the banner and went to landing page
Reporting & AdjustingOverall Campaign Report
Campaign Report (2 week snapshot)
What matters
• Impressions: How many times the program key words were searched
• Clicks: How many times a user clicked-through
• Average position: Where the program showed up on a search engine list
• Conversion: Number of individuals who submitted the request info form
Reporting & AdjustingKey Term Report
Key Words and Key Phrases (2 week snapshot)
What matters
• Ad Group: Category assigned to the various graduate program
• Campaign: Name of campaign affiliated with graduate program
• Impressions: Number of time key word or phrase appeared on a search or affiliate site
• Clicks: Performance of the key term
• CPC: Cost affiliated with key term based on performance
• Conversion rate: % of time key term led to a click through to the landing page
Reporting & AdjustingCost per Click & Social Media
Key Words and Key Phrases (2 week snapshot)
Reporting & AdjustingGoogle Analytics
1 year snapshot
Google Analytics• Unique visitors• Form visits• Referring search
engines and sites• Keywords• Top visited sites• Visitor loyalty• Visitor reach
Reporting & AdjustingGoogle Analytics
1 year snapshot
Google Analytics• Unique visitors• Form visits• Referring search
engines and sites• Keywords• Top visited sites• Visitor loyalty• Visitor reach
04/09/2023 DRAFT Marketing Plan.. work in progress
Measurable• 10% increase in enrollments
and new students for 2012 met
• 20+ new applicants for spring 2013
• 2,000+ new prospects
• Increase of on campus students
Other Benefits• Increased awareness
• Increase to consistency of message
• Improved ranking in search engines
• Solid brand for affiliation with CU Boulder
Progress ReportFall 2012