Eunis2010 kion communication_builder
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This document outlines a university's digital engagement project to connect with prospective students. It involved creating a dedicated website and targeted email campaigns to collect contact information from various audiences like current and prospective students. The project was analyzed for key performance indicators like number of subscribers, website visits from emails, feedback from surveys, and enrollment rates. Results showed contacts gathered through digital channels were more engaged and likely to subscribe compared to other sources. Based on success, the university is repeating the project earlier and other universities are adopting similar approaches using additional channels.
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Eunis2010 kion communication_builder
- 2. A University and its audiences … Present students Business Prospect students Alumni Foreign students Bologna 4 Dicembre 2009
- 3. Engage your communities in digital dialogues … Present students Business Prospect students Alumni Foreign students Bologna 4 Dicembre 2009
- 4. Many audiences, many media, one tool Bologna 4 Dicembre 2009
- 5. The tool… Contents Contacts Monitoring Media Campaigns Bologna 4 Dicembre 2009
- 6. …and some services Bologna 4 Dicembre 2009
- 8. Analysis Purpose: open a direct dialogue with interested potential students Collect their contact data Provide them with interesting information Constraints: Open day on July 22° Project start in June Summer holidays in August Bologna 4 Dicembre 2009
- 9. Project and realization Dedicated landing website Bologna 4 Dicembre 2009
- 10. Project and realization Dedicated landing website Targeted emails Bologna 4 Dicembre 2009
- 11. Project and realization Dedicated landing website Targeted emails Paper flyers at Open day Bologna 4 Dicembre 2009
- 12. Mediaplanning July 21st Upload contacts from Universo July 22nd Website online Invitation to Open Day and to website for Universo contacts Subscriptions from website start Bologna 4 Dicembre 2009
- 13. Mediaplanning July 23rd Open Day: flyers are given Open Day: contacts are manually gathered July 24th Invitation to website for Open Day contacts July 25th – Informative e-mails August 5th Bologna 4 Dicembre 2009
- 14. Outcome Monitoring KPI: Number of subscribers Visits from emails Feedback from questionnaire Number of enrolled subscribers Bologna 4 Dicembre 2009
- 15. Outcome Monitoring: Subscribers Sources for contacts Universo Web Open day Bologna 4 Dicembre 2009
- 16. Outcome Monitoring: Subscribers Contacts become subscribers 8,92% 67,32% 8,03% Bologna 4 Dicembre 2009
- 17. Sources for subscribers Contacts gathered through digital media are more active and willing to be engaged: 67,3% of contacts coming from the web turned into real confirmed subscriptions only 8% of contacts from other sources converted to actual subscribers Bologna 4 Dicembre 2009
- 18. Outcome Monitoring KPI: Number of subscribers Visits from emails Feedback from questionnaire Number of enrolled subscribers Bologna 4 Dicembre 2009
- 19. Outcome monitoring: Visits from emails During the campaign August-October Search engines: 9,6% E-mails: 35,20% Direct: 19,81% Direct: 11,33% E-mails: E-mails sent remain interesting 11,30% Referral: 59,29% Referral: 52,92% Bologna 4 Dicembre 2009
- 20. Ratio Emails sent/visits received Content is the key Invitation Invitation Info about Info about Holiday to Open to University Faculties closedown Day Universo contacts contacts Bologna 4 Dicembre 2009
- 21. Outcome monitoring KPI: Number of subscribers Visits from emails Feedback from questionnaire Number of enrolled subscribers Bologna 4 Dicembre 2009
- 22. Outcome Monitoring The users’ opinion Do you think this site is well organized? Bologna 4 Dicembre 2009
- 23. Outcome Monitoring The users’ opinion Do you think that consulting this site is useful to resolve your doubts? Bologna 4 Dicembre 2009
- 24. Outcome Monitoring KPI: Number of subscribers Visits from emails Feedback from questionnaire Number of enrolled subscribers Bologna 4 Dicembre 2009
- 25. Enrollment rate among subscribers Bologna 4 Dicembre 2009
- 26. New projects The same university is repeating the experience, but with an earlier start http://orientarsi.uniromatre.it Another university started a similar project, with the addition of a Facebook page and a Google AdWords campaign http://www.lumsaorienta.it Bologna 4 Dicembre 2009
- 27. Thanks for your attention! Bologna 4 Dicembre 2009