through a student’s lens thinking about digital · implement an omni channel approach to break...

1© 2018 MOGO INTERACTIVE CONFIDENTIAL

THINKING ABOUT DIGITAL THROUGH A STUDENT’S LENS

Building an Omni-Channel Strategy for a Seamless Experience


SPEAKERS

Doug MowbrayCEO

Mogo Interactive

Sarah HigginsInterim VP for Marketing and EnrollmentDirector of Marketing Communications

Western Colorado University


AGENDA● Omni-Channel in the Digital Age

● A Data-Driven Approach

● Implementing an Omni-Channel Solution

● Western Colorado University Results


• 2,500 undergraduates enrolled

• Located in Gunnison, Colorado

(3.5hrs from Denver)

• 90+ areas of study

• Avg. class size: 18 students

• Elevation Outdoors Top

Adventure College

WESTERN COLORADO UNIVERSITY


• Founded in 2001

• 200+ clients across U.S. & Canada

• Team of 60+ digital experts

• Advanced, unifying technology

• Featured in Google case study on

cross-device measurement

• FAST100 & Inc.5000

MOGO INTERACTIVE


OMNI- CHANNEL IN A DIGITAL AGE


Whereas Millennials use 3

screens, Gen Zers use 5: smartphone, TV, laptop, desktop,

& tablet.(IBT)

Students on average unlock

their cell phones 150 times a day

(Adweek)US Consumers average 8 deviceIDs

across 4 devices(Adweek)

18-24 year olds spend twice as much time on social media compared to 35-44

year olds (MarketingProfs)

Gen Zers are “digital natives,” spending 10+

hours a day online. (Pew)


IT’S A MOBILE WORLDDEVICES OWNED BY US COLLEGE STUDENT INTERNET USERS, OCT. 2017

SMARTPHONE

LAPTOP

TABLET

DESKTOP

EREADER

SMART WATCH

INTERNET OF THINGS DEVICE

OTHER

93%

88%

56%

38%

16%

16%

13%

1%

Source: McGraw Hill Education “Digital Study Trend Survey,” Nov. 1, 2017


CHANNEL/PLATFORM USAGE AMONG STUDENTS

Source: McGraw Hill Education “Digital Study Trend Survey,” Nov. 1, 2017mo

YOUTUBENETFLIX

FACEBOOKINSTAGRAMSNAPCHAT

SPOTIFYAMAZONTWITTER

HULUTUMBLRREDDIT

WHATSAPPOTHERNONE

87%70%

67%60%

56%40%

39%37%

27%20%

14%12%

3%1%


STUDENTS’ PARENTS USE OF SOCIAL MEDIAFACEBOOK

PINTEREST

LINKEDIN

INSTAGRAM

TWITTER

74%

28%

27%

25%

23%

Source: Pew Research, September 2015


PARENTS RESEARCHING COLLEGES ONLINE

STUDENT ONLYSTUDENTS & PARENTS TOGETHER

PARENTS ONLY

27%66%

8%

STUDENT/PARENTAL INVOLVEMENT IN COLLEGE RESEARCH PROCESS

STUDENT ONLYSTUDENTS & PARENTS TOGETHER

PARENTS ONLY

35%61%

4%

STUDENT/PARENTAL INVOLVEMENT IN COLLEGE ENROLLMENT DECISION

Source: SINews, 2015


MULTI-CHANNEL vs OMNI-CHANNELMulti-Channel

Disparate/SiloedSinge MessagingInaccurate DataEasierLess Effective

Omni-ChannelCoordinatedSequenced MessagingAccurate DataMore DifficultMore Effective


A DATA-DRIVEN APPROACH


ACTIVATING YOUR DATA

Converting student data (email, name, address &

cell number) to online targeting

Segmenting students that visit the website

based on their interests, demographics and online

behavior

Students that are either currently, or have been,

in a physical location

WEBSITE VISITORS LOCATION BASED CRM DATA


WEBSITE DATA - HOLD


PLACE DATA


CRM DATA

Our match network finds your contacts on

the web

Upload CRM & mailing lists

Those users are targeted with your ads and driven

back to your site

CRMTARGETING

CROSS-CHANNELCAMPAIGNS

STUDENTRE-ACTIVATION

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PREDICTIVE MODELING


7,223

GPA DISTRIBUTION

A+ A A- B+ B B- C+ C <C0

10K

20K

30K 28,238

12,572 12,737

34,846

2,605 918 892 149


IMPLEMENTING AN OMNI-CHANNEL APPROACH


WESTERN COLORADO UNIVERSITY DIGITAL NEEDSImplement trackable & measurable digital campaign strategy through proven best practices & create cohesive flow among all online channels and other marketing efforts.

Needed to create a landing page to send prospective students that provided a clear and easy means to find more information about Western and take action, i.e. request information or start an application.


ADMISSIONS &

MARKETING


BUILDING AN OPTIMAL MEDIA MIX

SOCIALDISPLAY MOBILE VIDEO/ AUDIO SEARCH


MEDIA MIX: CREATING COHESIVE FLOWDISPLAY• Banners• Native• YouTube

SOCIAL• Facebook • Instagram

SEARCH• Brand• Non-brand• Competitor


WCU TARGETED CHANNELS

Demographic Behavioral Predictive SemanticGeographic Targeting Contextual

Outbound:Denver Metro Area

Retargeting:ColoradoCA & TX (program-specific)

Age 18+

Students & Parents

Female

High School

Graduates

Bachelor’s Degree

Intenders

Undergraduate / Bachelor’s Degree Education

Liberal Arts University

Business Administration

Biology

Exercise Sciences

Education

Undergraduate Intenders

SAT Test TakersACT Test Takers

Students looking for specialized programs, i.e. Petroleum Geology

Active Lifestyles

Environmentally Conscious

Look-alike /Algorithm based targeting using 1st and 3rd party data

Sites with top search keywords


CREATIVE & MESSAGING


OMNI-CHANNEL IS FULL FUNNEL

Awareness

Interest

Consideration

Enrollment

Prospecting: Facebook, Instagram & Youtube

Search

Prospecting TacticKPIs (CTR & Site Visitation)

RetargetingWCU’s Marketing


WCU Prospective Student Landing Page

Schedule a Visit Form

Confirmation Page

Begin Application Form

Confirmation Page

Client A | Above Standard Template

APPLY

WCU CONVERSION MAP

VISITINQUIRE

Confirmation Page

Request Information Form Register For Preview Day


FIRST-TIMEFRESHMAN

TRANSFERSTUDENT

GRADUATESTUDENT

APPLY INQUIRE VISIT VISIT GROUP VISIT VIRTUAL TOURPREVIEW DAY

LANDING PAGE EXPERIENCE


ENROLLMENT CHECKLIST DOWNLOADAPPLY

LANDING PAGE EXPERIENCE


MEASURE WHAT MATTERS

Measurement KPIs:• APPLY: Application Submissions• INQUIRE: Requests for Information• VISIT: Preview Day Registrations


MULTI-CHANNEL MARKETING DUPLICATES METRICSDISPLAY SEARCHVIDEO

add conversions & revenue?

ADENGAGEMENT

AD ENGAGEMENT

AD ENGAGEMENT

APPLICATION APPLICATIONAPPLICATION


OMNI-CHANNEL IS ACCURATE

add conversions & revenue?

ADENGAGEMENT

AD ENGAGEMENT

AD ENGAGEMENT

DISPLAY SEARCHVIDEO

ONE STUDENT APPLICATION


OMNI-CHANNEL MARKETING RESULTS“Utilizing a unified view of consumers’ advertising engagement results in a 30% cost per action (CPA) reduction…”

-Google/Boston Consulting

“30-40% of media budgets are wasted by duplication and incorrect attribution associated with counting a single purchase across channels as multiple purchases.”

-Neustar/Econsultancy


WESTERN COLORADO UNIVERSITY RESULTS


RESULTS

+5% WSCU increased yield by 5% after beginning to work with Mogo & Digital Deployment in 2016-17.

+930

+245

During the 2016-17 Fiscal Year, Mogo was able to drive 930 Completed Application Submissions correlated to the Display, Facebook, and Search campaigns.

During the 2016-17 Fiscal Year, Mogo was able to drive 245 Preview Day Registrations correlated to the Display, Facebook,and Search campaigns.


TAKEAWAYSImplement an omni channel approach to break down the silos among your marketing department, advertising and technology partners. This will allow you to deliver a cohesive story across all channels & platforms.

Activate your data from your website, location and CRM data to reach prospective students and parents on their terms online. Leverage this data to inform and optimize campaign strategies.

Develop a creative strategy that demonstrates your knowledge of your audience, your institution’s value proposition and measure what matters to you.

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THANKS! [email protected]

[email protected]

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