marketing on a shoestring: a case study elizabeth a. evans unc-chapel hill its teaching and learning...
Post on 19-Dec-2015
214 views
TRANSCRIPT
Marketing on a Shoestring:A Case Study
Elizabeth A. EvansUNC-Chapel Hill
ITS Teaching and LearningJanuary 2008
its.unc.edu 2
What We WantedWhat We Wanted
Increased use of our computer-based training service (CBT)
its.unc.edu 3
Why We Wanted ItWhy We Wanted It
Cost of license
Decreased face-to-face training
Learning style flexibility
Supplement face-to-face training
•Modular
•Point of need
•Review
its.unc.edu 4
And You?And You?
What would you like more people to use or do or attend?
Why?
its.unc.edu 5
CaveatsCaveats
This isn’t rocket science.
We do what we can with what we have; we’re not perfect.
its.unc.edu 6
Long Ago (in technology terms)
Long Ago (in technology terms)
Previous CBT service
•About 500 users
•Mostly technical courses (OS, programming, etc)
•Self-contained authentication
•Publicity was primarily announcements to technical staff lists
•Began by 1997 (might have been earlier)
its.unc.edu 7
The New ServiceThe New Service
Replaced technical courses with productivity ones (~500)
Used single sign-on server (campus login/password) for authentication
Changed vendors
•User interface change
•Users have to “subscribe”
Go Live Date: June 2005 (pilot: May 2005)
its.unc.edu 8
Modifications to the Service: August 2006
Modifications to the Service: August 2006
Decreased number of license seats
Added many technical courses (~2200)
In collaboration with HR, added soft skills courses (~40)
its.unc.edu
Results FirstResults First
its.unc.edu 10
Some DataSome Data
0
100
200
300
400
500
600
700
May-05
Aug-05
Nov-05
Feb-06
May-06
Aug-06
Nov-06
Feb-07
May-07
Aug-07
Nov-07
New Subscribers by Month
its.unc.edu 11
Some DataSome Data
0
1000
2000
3000
4000
5000
6000Aug-05
Nov-05
Feb-06
May-06
Aug-06
Nov-06
Feb-07
May-07
Aug-07
Nov-07
Total Subscribers Growth
its.unc.edu 12
Some DataSome Data
0
200
400
600
800
1000
1200
1400Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep Oct
Nov
Dec
2005 2006 2007
Number of Logins by Month/Year
its.unc.edu 13
Some DataSome Data
By Aug 2006: 755 courses completed by 341 people
By Jul 2007: 1790 courses completed by 686 people
By Jan 2008: 2138 courses completed by 811 people
By Aug 2006: 2373 courses attended by 893 people
By Jul 2007: 5828 courses attended by 1849 people
By Jan 2008: 6782 courses attended by 2090 people
its.unc.edu
The MarketingThe Marketing
its.unc.edu 15
Marketing Elements: Articles
Marketing Elements: Articles
Original announcement: faculty/staff newspaper, ITS publications, campus lists (electronic)
Ongoing: New courses, milestones, contest
Milestones: Number of subscribers, new courses
Reminders: General, annual development plans
Others: Departmental newsletters
its.unc.edu 16
Marketing Elements: Brochures
Marketing Elements: Brochures
Black and white
Can be photocopied in-house
Copies to anyone who will make them available
Information fairs
Events
its.unc.edu 17
Marketing Elements: Lists
Marketing Elements: Lists
New courses
Offer brochures
Tie content to specific list (eg. technical courses to technical lists, soft skills courses to University Managers Association list, etc)
its.unc.edu 18
Marketing Elements: Mass Mail
Marketing Elements: Mass Mail
Reminder to staff/students in January
Reminder to faculty in fall/spring
Development plan reminder to staff April/May (with Human Resources)
Formerly: reminders to never-logged-in subscribers
its.unc.edu 19
Marketing Elements: Summer 2006 ContestMarketing Elements:
Summer 2006 Contest
Two $50 gift certificates to Student Stores (contributed by vendor)
One entry for a new subscription
One entry for completing a course
The more courses completed, the more entries
Open to faculty, staff, and students
its.unc.edu 20
Marketing Elements: Info Fairs
Marketing Elements: Info Fairs
Employee appreciation event
SPH student info fair
International student info fair
its.unc.edu 21
Marketing Elements: Human Resources
Marketing Elements: Human Resources
HR Training Guide
Employee Learning Connection
HR certificate programs
HR Training & Development Web site
its.unc.edu 22
Marketing Elements: Web Sites
Marketing Elements: Web Sites
Link from UNC Faculty/Staff Web site
Links from ITS Web sites
help.unc.edu searches
Others we don’t know about or control
its.unc.edu 23
Marketing Elements: Presentations
Marketing Elements: Presentations
Carolina Technology Consultant updates
Mentioned in presentations about other things
its.unc.edu 24
Marketing Elements: Incoming Students
Marketing Elements: Incoming Students
Info at student orientation sessions (brochures)
its.unc.edu 25
Marketing Elements: Milestone Markers
Marketing Elements: Milestone Markers
Numbers of subscribers (5,000 coming up very soon!)
Collaboration with HR for soft skills
Adding technical course catalogs
Additional soft skills courses (coming up soon)
its.unc.edu 26
Marketing Elements: Hidden Publicity
Marketing Elements: Hidden Publicity
Newsletters, Web sites, email messages that are created by others in response to what we do
its.unc.edu 27
A Quick SummaryA Quick Summary
Frequent
Multiple formats
Repeat the same message
Look for opportunities for new messages
Email still works for staff
its.unc.edu 28
In Other WordsIn Other Words
Once is not enough.
Three times is not the charm
A Web site is not sufficient publicity.
An announcement of a new service is not sufficient publicity.
Point of need matters.
its.unc.edu 29
My User Wish ListMy User Wish List
More student use
More faculty use—or at least awareness
Fewer “no logins”
Hit the license ceiling :-)
its.unc.edu 30
My Marketing Wish List
My Marketing Wish List
Facebook advertisements $
Facebook fan site
Nicer brochure $$
Sandwich boards $
Info table on quad
Other ideas?
its.unc.edu 31
FinallyFinally
Questions? Comments?