Difference Between Search & Browse Methods in Odoo 17
Key Metrics for Improving Your Targeted Marketing Strategy
1.
2. Key Metrics for Improving Your
Targeted Marketing Strategy
July 29, 2015
Polly Sipper, Director of Communications
Holly Trusiak, Communications Specialist
Enrollment Services
San Diego State University
3. Overview
The Four Needs
1. The need to recruit and how that
impacts strategy.
2. The need to plan and successfully put the
plan in motion.
3. The need to evaluate regularly.
4. The need to provide you with tips for
your success.
12. Our specialized groups
• Out-of-state students
• International students
• Local high achieving students
Each group requires a different marketing
plan for specialized recruitment.
17. How to build the plan (relationship)
1. Use the university dates and deadlines as
the foundation.
2. Look for ways to enhance the plan and find
a way to relate the content back to the student
and your university (the relationship).
• Holidays
• Worldly Events (e.g. Olympics)
• Athletic Events (e.g. Sweet 16)
• Awards + Rankings
18. How to build the plan (relationship) – continued
3. Rather than focusing on quantity,
focus on quality.
Creative design with clever messaging
pays off. Spam does not.
4. Know your audience.
19. How to build the plan (relationship) - continued
Meet Generation Z
• Post-Millennial Generation
• Born between mid- to late 1990s to present
20. How to build the plan (relationship) - continued
Meet Generation Z - continued
• True digital natives
• They have never known a world without the Internet,
cell phones, or iPods.
• Gen Z craves constant and immediate feedback
• Globally conscious
• Individualistic
• Cautious
• Seeking more stable and secure professions
• More cautious with money than Millennials
• Prefer Snapchat to Facebook and Instagram
21. How to build the plan (relationship) - continued
5. Every piece of communication should have
a call to action. Otherwise, what’s the point?
6. Send date, time and frequency are
very important (even with professional design).
22. How to build the plan (relationship) - continued
How many times have you heard a friend ask
or have you thought,
“How can I unsubscribe to these emails?
I’m so tired of hearing from this company.”
34. Next Steps
Email view rate was superb! Unfortunately, the goal
was not accomplished. Students did not click on the
links to submit their Intent to Enroll or watch videos.
Using this information, to improve we will:
1. Repurpose videos for use during events or online.
2. Reformat the graphic to emphasize the call to
action differently.
3. Plan ahead! This email was a last-minute addition
to the communication plan. We will evaluate when it
was sent and consider if students were
experiencing SDSU overload.
39. Takeaways
1. Track your view and interaction rates.
2. Think critically – what story is the data telling
you?
3. Don’t be afraid to admit failure – it is important to
revise communication pieces if they don’t work.
40. The need to evaluate - augmenting
with quantitative and qualitative data
41. Survey Research
• Simple platforms for creating surveys: Hobsons,
Survey Monkey, Wufoo.com.
• Using surveys can take the guess work out of
knowing how the audience feels about your
university.
• Measure the effectiveness of special events.
43. SDSU Survey Research
Why Not SDSU? Survey
• Administered yearly, it asks students who declined their
offers of admission why did they choose not to attend.
• We evaluate what we can do better for the next
admission cycle to attract highly qualified students.
• Helps track trends and students’ interests.
Explore SDSU Survey
• Administered yearly, it evaluates SDSU’s campus-wide
open house.
• We want to know what the guest experience was like
and if it was a successful recruitment event.
• Look for ways to improve the following year.
44. SDSU Survey Research
SDSU Viewbook Survey
• Administered once, to evaluate what prospective
students are looking for in SDSU’s print publication.
• We wanted to know if students prefer a classic
design or a more fun, less serious approach to
learning about a university.
45. Analysis: What to Look For
The data has been collected, now what do I do?
• Did the survey receive at least a 10% response
rate?
• Demographics
• Look for response trends
• Compare responses with demographics
• What do males prefer vs. females?
• Preferences among different age groups?
46. Take Action!
Why Not SDSU? Survey
• Value is an issue for our students and their parents.
• Next year: We must revise our communication and
inform our audience how SDSU is a worthy
investment.
Explore SDSU Survey
• Guests felt that the event started too early.
• Next year: Consider starting the event one hour later.
Getting the committee to agree on this may be difficult.
47. Take Action!
Viewbook Survey
• Students prefer action photos to posed portraits.
• When updating viewbook: Use photos that show
students and faculty in action, instead of posting for
the camera.
48. Focus Groups
• Focus groups provide valuable qualitative data to
support strategic communication efforts.
• During a focus group in-depth answers and
group dynamics can give insight into the thoughts
and feelings of your audience.
49. SDSU Focus Groups
Local High Achieving Students
• Sought to determine why high achieving students from
high schools local to SDSU would choose to attend
SDSU instead of other universities with more name
recognition.
Viewbook Focus Group
• Accompanied the Viewbook survey.
• Sought to determine prospective students’ thoughts
and opinions about our print pieces, especially the
viewbook.
50. Takeaways - Survey Research
• Survey as frequently as possible – opinions and
trends are constantly changing.
• Think holistically – what story does the qualitative
and quantitative data tell you?
• Base your decisions on your findings – don’t
guess or use your opinions.
51. Google Analytics
• Make informed changes during
website redesign.
• By combining Google Analytics with
feedback from admissions staff about the
most FAQ, you can design the best
user experience.
58. Takeaways – Google Analytics
• Determine the best way to design navigation by
looking at the most visited pages
• Use different date ranges to determine if there is
a variation in most visited pages depending on
the admissions cycle
• Get in touch with what the public is asking face-
to-face by asking staff what are the most
frequently asked questions
• Look up the location of your visitors on your
Admissions website and see how that could
enhance your recruitment efforts
60. The need to provide you with tips
Tips for Success
• Plan and think ahead.
• Use data to make informed decisions.
• Track metrics as you release a campaign.
• Evaluate during and after a campaign.
62. Contact Us
We’d love to hear from you!
Polly Sipper
psipper@mail.sdsu.edu
Holly Trusiak
htrusiak@mail.sdsu.edu
Notes de l'éditeur
You guys have palm trees… blue skies…
Beaches, the ocean…
You guys are in America’s Finest City!
And you have a beautiful campus… anyone want to guess how many applications we received fall 2015? We have a prize for the person who has the closest guess.
We received over 81,000 applications. So… why in the world do we need to recruit?
The notion of many are greater than one does not necessarily hold true for San Diego State.
So how does this effect our efforts?
Students want to feel unique and as though we are marketing our university directly to them, not just one of the 81,000 applicants that SDSU received for fall 2015.
So how does this effect our efforts?
Basically it boils down to creating a relationship between the student and your university. You want to establish a relationship, nurture it and let it continue to grow. We plant the seed by getting leads (either through campus tour reservations, college search websites, or mySDSU cards). Once the seed is planted (or the contact is now in our system), we nurture the seed (develop the relationship), by taking good care of it (sending the student communication).
Like watering a plant, you don’t want to water it too much or too little. You want to give it just the right amount of attention and that will develop into a healthy relationship.
So how does this effect our efforts?
Creative communication pieces that are fun, informative, and engaging motivate students (and parents) to want to nurture the relationship/interact with the university.
I love Bath and Body Works. We have had a great relationship. But by the way they’ve been treating me (via email), I feel like breaking up. They are constantly contacting me. I don’t need to buy something from them everyday. And even though their emails look nice, I’m still ready to call it quits.
Southwest has it going on. Just the right frequency (about two weeks or one month apart) and clever. I always look forward to their emails around the holidays just to see what they come up with.
Check out this example – notice that it was sent during the month of March when March Madness is going on. What normally happens during March Madness? We are filling out brackets. So what a clever idea to design an email around the concept of the March Madness bracket but tie in their content.
Since the admissions website, interest form, and VIP page add to your marketing, its important to evaluate these marketing tools as well. Use Google Analytics to access how your visitors are getting to your website and determine if they are able to get the information they need once they are there. If some of your most visited pages are two or three clicks in, consider redesigning the navigation so that visitors have an easier time getting to the information they need.
Since the admissions website, interest form, and VIP page add to your marketing, its important to evaluate these marketing tools as well. Use Google Analytics to access how your visitors are getting to your website and determine if they are able to get the information they need once they are there. If some of your most visited pages are two or three clicks in, consider redesigning the navigation so that visitors have an easier time getting to the information they need.
Since the admissions website, interest form, and VIP page add to your marketing, its important to evaluate these marketing tools as well. Use Google Analytics to access how your visitors are getting to your website and determine if they are able to get the information they need once they are there. If some of your most visited pages are two or three clicks in, consider redesigning the navigation so that visitors have an easier time getting to the information they need.
Since the admissions website, interest form, and VIP page add to your marketing, its important to evaluate these marketing tools as well. Use Google Analytics to access how your visitors are getting to your website and determine if they are able to get the information they need once they are there. If some of your most visited pages are two or three clicks in, consider redesigning the navigation so that visitors have an easier time getting to the information they need.
Since the admissions website, interest form, and VIP page add to your marketing, its important to evaluate these marketing tools as well. Use Google Analytics to access how your visitors are getting to your website and determine if they are able to get the information they need once they are there. If some of your most visited pages are two or three clicks in, consider redesigning the navigation so that visitors have an easier time getting to the information they need.
Since the admissions website, interest form, and VIP page add to your marketing, its important to evaluate these marketing tools as well. Use Google Analytics to access how your visitors are getting to your website and determine if they are able to get the information they need once they are there. If some of your most visited pages are two or three clicks in, consider redesigning the navigation so that visitors have an easier time getting to the information they need.
Another way to use Google Analytics is when you are trying to figure out where to recruit out-of-state, take a look at your analytics and determine where your visitors to your Admissions website are from.