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Kendall D. Williams-Digital Marketing Portfolio

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Kendall D. Williams-Digital Marketing Portfolio

  1. 1. Kendall D. Williams Portfolio
  2. 2. “ The best way to predict the future is to create it. - Peter Drucker
  3. 3. About Me ◉ Abbreviated Resume ◉ References Table of Contents Marketing Plan ◉ Executive summary ◉ Business review ◉ Target audiences ◉ Marketing objectives ◉ Marketing tools ◉ Marketing budget Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Table of Contents My Work ◉ Drayson Center website ◉ School of Nursing website ◉ Cancer Center website ◉ The Inclusion Project ◉ Additional successes
  4. 4. About Me Resume | References
  5. 5. Abbreviated Resume Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | About Me Experience ◉ Web Business Analyst, March 2016 - Present Loma Linda University Health, Loma Linda, CA ◉ Web Content Writer - Internet, May 2014 - March 2016 Loma Linda University Health, Loma Linda, CA ◉ Communications Manager, Jul. 2012 - May 2014 ieCrowd, Riverside, CA ◉ Marketing and Themes Director, Feb. 2010 - Nov. 2010 SECC of Seventh-day Adventists, Riverside, CA Education ◉ MBA, Finance and Marketing, Mar. 2014 La Sierra University ◉ BS, Marketing, Mar. 2012 La Sierra University Contact Me ◉ kendenwilliams@gmail.com
  6. 6. References Mark Fletcher Director, Web University Loma Linda University Health mefletcher@llu.edu 909.558.5466 Larry Eason Chief Marketing Officer ieCrowd leason@iecrowd.com 310.876.5173 Grey Frandsen President ieCrowd Business Unit at Olfactor Laboratories Inc. gfrandsen@iecrowd.com 951.565.1262 Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | About Me
  7. 7. “ Kendall is a beaming light who always shines bright throughout the Web Center and she displays quality not only in her work ethic, but more importantly, her attitude. - Amy Baxa, Administrative Assistant, Sr. Loma Linda University Health, Web Center
  8. 8. My Work Drayson Center | School of Nursing | Cancer Center The Inclusion Project
  9. 9. Place your screenshot here Drayson Center ◉ Project manager ◉ User discovery ◉ User experience (UX) exercises ◉ Client discovery ◉ Design collaboration ◉ Content strategy ◉ Content creation ◉ Search engine Optimization (SEO) ◉ Website build-out Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | My Work Full site
  10. 10. Place your screenshot here School of Nursing Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | My Work Prospective Students | Home | About ◉ Project manager ◉ Client discovery ◉ Design ◉ Content strategy ◉ Content creation ◉ SEO ◉ Website build-out
  11. 11. Place your screenshot here Cancer Center Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | My Work Full site ◉ Client discovery ◉ Content creation ◉ SEO ◉ Design collaboration ◉ Website build-out
  12. 12. The Inclusion Project A project to promote greater understanding of our differences by encouraging conversations that help us learn about our communities. Elements of “The Inclusion Project” include cultural consciousness workshops and a quarterly newsletter. Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | My Work Internal initiative
  13. 13. Additional Web Projects ◉ Loma Linda University (LLU) Eye Institute (Research Section) ◉ Rheumatology ◉ Power of Inclusion Conference ◉ Behavioral Health Institute ◉ Healthy People in Healthy Communities ◉ 100% customer satisfaction rate for service requests Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | My Work
  14. 14. “ Marketing is no longer about the stuff that you make, but the stories you tell. - Seth Godin
  15. 15. Marketing Plan Business Review | Target Audiences | Objectives Tools | Budget
  16. 16. Executive Summary1 Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  17. 17. Executive Summary It is our goal to share the Christ-centered mission of LLU. We want prospective students to know they will receive quality education in an environment that caters to their spiritual, mental and physical well-being. We strive to connect with our secondary audiences as well - keeping them engaged with the LLU story. One of our objectives is to have those, who have been impacted by LLU, share their experiences with others and promote the values of the university. Employing traditional as well as innovative marketing tactics will help us reach these goals. Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  18. 18. Business Review2 Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  19. 19. Strengths ◉ Positive reputation in the Seventh-day Adventist (SDA) community ◉ Established brand ◉ Research opportunities ◉ Academic medical center ◉ Practical experience/Front loaded didactic programs Business Review - SWOT Analysis Weaknesses ◉ Website presence ◉ Social media presence ◉ Enrollment process ◉ Customer relationship management ◉ Cost - premium pricing Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  20. 20. Opportunities ◉ Communicate SDA message ◉ Communicate student demographics - perceived as solely SDA ◉ Recruit qualified students from diverse backgrounds and regions ◉ Promote unique selling propositions (USP) ◉ Strengthen alumni network Business Review - SWOT Analysis Threats ◉ Attractive regional competitors ◉ Budget ◉ Internal buy-in ◉ Existing processes Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  21. 21. Target Audiences3 Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  22. 22. Target Audiences Patients Graduate Students Healthcare Professionals Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  23. 23. Target Audiences - Demographics Graduate Students ◉ 22-25 years old ◉ Male/Female ◉ Pre-health professional/science undergraduate program ◉ Middle-middle class+ ◉ Midwest & east coast ◉ Hispanic, eastern Indian & black Patients ◉ 25-30 years old ◉ Male/Female ◉ Health professionals program ◉ Middle-middle class+ ◉ Loma Linda, CA ◉ All races & ethnicities Healthcare Professionals ◉ 60+ years old ◉ Master’s or Doctorate education ◉ Health professionals ◉ Income $100,000+ ◉ Upper-middle class+ ◉ All regions ◉ All races & ethnicities Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  24. 24. Target Audiences - Psychographics Graduate Students ◉ Determined, friendly ◉ Values: spirituality, relationships, experience ◉ Interests: mission work, technology, health ◉ Spends time with friends and on social media “I want my education to be worth the price I pay. I hope I can maintain spiritual life and relationships while in school. Providing quality care is important to me.” Patients ◉ Focused, open ◉ Values: time, spirituality, service ◉ Interests: school courses, research, mission work ◉ Spends time studying and traveling “I want to know that my professors have my best interests in mind. I hope my hard work pays off. Gaining practical experience is important to me.” Healthcare Professionals ◉ Logical, optimistic ◉ Values: work-life balance, spirituality, health ◉ Interests: research, giving back, traveling ◉ Spends time advancing career and with family “I want to contribute to the healthcare community. I hope I can stay abreast of the latest developments in healthcare. Giving back to the LLU community is important to me.” Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  25. 25. Marketing Objectives4 Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  26. 26. Marketing Objectives Attract & Retain Recruit qualified applicants, retain existing students, and build strong alumni relationships. Promote LLU’s unique selling propositions (USP), wholeness mission and student experience. Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  27. 27. Marketing Objectives Current Enrollment ~4745 4982 students 1.05% Increase in Enrollment for 2015-2016 fiscal year Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  28. 28. Marketing Tools5 Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  29. 29. Marketing Tools Branding ◉ Spiritual ◉ Excellence ◉ Integrity ◉ Collaborative ◉ Diverse ◉ Innovative ◉ Relatable ◉ Compassion ◉ Freedom ◉ Justice ◉ Purity/Self-control ◉ Humility Pricing & USPs Premium pricing ◉ Wholeness mission ◉ Mission Opportunities ◉ Academic medical center ◉ Medical simulation center ◉ Front loaded didactic programs ◉ Location ◉ Number of residencies and fellowships ◉ New research building in year 2020 Promotion ◉ Student discounts to surrounding shops and restaurants ◉ Travel credit for new students ◉ Welcome packet for new students ◉ Legacy discount ◉ Alumni magazine Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  30. 30. Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan Web In preparation for interim and long-term re-design ◉ Student, staff, and faculty focus groups ◉ Content cleanse and updates ◉ Identify web priorities ◉ SEO exercises ◉ UX exercises ◉ Page file naming convention ◉ Process for updating websites ◉ Editorial calendars ◉ Identify digital experience (DE) managers for each school ◉ DE workshops with Web Center, Loma Linda University Marketing and DE managers ◉ Mobile application
  31. 31. Marketing Tools Events ◉ Incoming student orientation ◉ University experience ◉ Lunch2U - Weekly food trucks ◉ Club rush ◉ End of the year celebration ◉ Speaker series ◉ Tradeshows Messaging ◉ We are a Christ-centered institution. ◉ Wholeness is a huge part of our mission. ◉ We are a diverse campus. ◉ We provide a quality education. ◉ We value research and innovation. ◉ Our students are important to our success. Advertising ◉ Billboards and media buys ◉ Sponsors for healthcare events and global health initiatives ◉ Contribute to prominent publications ◉ Media coverage for community events ◉ Social media ads ◉ Commericial during “Life on the Line” Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  32. 32. Marketing Tools Advertisement Example Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  33. 33. Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan Social Media #iamllu campaign ◉ Establish one LLU blog that each school can pull from ◉ Encourage potential and current students to share their experiences by using the hashtag #iamllu ◉ Photobooth at tradeshows to create an interactive experience and collect #iamllu photos ◉ Identify digital experience managers for each school ◉ Create editorial calendars ◉ Collaborate with the Web Center on strategy
  34. 34. Marketing Tools Distribution ◉ Event ads ◉ Alumni magazine ◉ Tradeshows/Recruiters - photobooth at tradeshows to create an interactive experience and collect #iamllu photos ◉ Mass email communications Marketing Materials ◉ Interactive digital brochure ◉ Wearable LLU “swag” ◉ Digital publications Conversion ◉ Build database of leads for mass email communications ◉ Customer relationship management ◉ Promote success rates of alumni ◉ Incentive for visiting the campus from out-of-state - $200/party Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  35. 35. Marketing Tools Partnerships ◉ Participate in events with other prominent organizations for cross-promotions ◉ Discounts for surrounding shops and restaurants Referrals ◉ If students refer 3 potential students they will receive a free gift - t-shirt, water bottle, etc. Retention ◉ Host relationship building events for faculty and students ◉ Assign an academic advisor for each student ◉ Establish a wecare@llu.edu email address, for students to share their comments and concerns ◉ Improve course registration Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  36. 36. Marketing Budget6 Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  37. 37. Marketing Budget Initial Investment Potential Enrollment Potential Tuition Revenue* Return on Investment % Return on Investment $ Advertisements $20,000 94 $4,230,000 211.5% $4,210,000 Events 1,500 26 1,170,000 780% 1,168,500 Marketing Materials 1,500 16 720,000 480% 718,500 Promotions 40,000 101 4,545,000 113.625% 4,505,000 Totals $63,000 237 $10,665,000 169% $10,602,000 Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan *Estimated $45,000 for 1 year of tuition.
  38. 38. $63,000 Initial Investment 1.69%Return on Investment $10,665,000 Potential Revenue Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan
  39. 39. “ Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day. - Beth Comstock

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