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MOBILE MARKETING FOR HIGHER EDUCATION
Seven tips and strategies for student recruitment success

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Presentation Overview
• Mobile Marketing 101
• Tips and Strategies
• CUnet Mobile Marketing Solutions

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Mobile Marketing 101
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What is Mobile Marketing?
“A set of practices that enables organizations to
communicate and engage with their audience in an
interactive and relevant manner through any mobile
device or wireless network.”
- Mobile Marketing Association
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Some Terms & Definitions
• What is SMS? (Short Message Service)
• What is MMS? (Multimedia Message Service)
• What is a Common Short Code (CSC)? (5-6 Digit Number)
• What is WAP? (XHTML & Wireless Access Protocol)
• More Recourses @
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Some Popular Forms of Mobile Marketing
WAP/ Mobile Page Mobile Application
SMS / Text Mobile Ad Display
Messaging
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Other Ways to Access Mobile Marketing
Wireless Gaming Tablets and eBook
GPS/Bluetooth 2D Bar Codes / QR
Readers
App Stores, Wireless Gaming, eBook Readers, Tablets, 2D Bar Codes, GPS,
Bluetooth, etc
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Why Mobile Marketing?
• MEASURABLE—Every detail of a mobile campaign can be captured and reported,
providing accurate data for ROI metrics
• CROSS-CHANNEL—Ability to transform traditional media into interactive, measurable real-
time media through SMS
• UNSATURATED MARKET—Still an emerging market in the EDU space
• FAST GROWING—The mobile internet audience accounts for one third of the total online
audience today and is growing fast, nearly 200% growth since January 2008, that is 70M as
of Q1 2010
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More Targeting and Tracking Capabilities
• Target based on:
– Carrier
– Device
– Location
– Demographics
– Channel
– Publisher
– Time of day
• Track every aspect of performance with a combination of:
– Text message delivery and response rates
– Conversion pixels
– Hosted landing pages
– Unique URLs
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Strategies
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1. Understand the Current
Mobile Market

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U.S. Mobile Market Opportunity
US Mobile Subscribers/Users (in millions)
UNIQUE USERS Q1 2010
280M Mobile Subscribers
Text
168M (60%)
Messaging
86M (31%) MMS
Mobile
70M (25%) Internet
50M (18%) Audio
33M (12%) Apps
33M (12%) Games
20M (7%) Mobile Video
Source: Nielsen
Source: Frost & Sullivan
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Mobile Internet Usage is Growing Fast
Online Audience
185M
• Monthly mobile internet visits in
January 2009: 63.18 million
Mobile Web Audience
• Mobile internet usage accounts for 64 M
20% of all internet consumption today Q3 2009
and growing fast
Source: Nielsen
• Mobile internet usage is
expected to equal desktops by 2013
Source: Morgan Stanley Research
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Smart vs. Feature Phones Market Share - Q2 2010
Feature Phone vs Smart Phones iPhone Share of U.S. Population
5%
23%
Smart Phones iPhone
non-iPhone
Feature Phones
77%
95%
Overall Wireless Phones Market Share Smart phones Market share
7% 5%
9% Samsung 12%
RIM
LG
27% Apple
% Motorolla
Google
RIM
% 40%
Microsoft
Nokia
Palm
Apple
23%
Source: comScore
24%
25%
Smart phone sales are predicted to overtake feature phone sales by Q3 of 2011
Source: Neilson
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2. Understand Your Mobile Audience

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Reaching the Mobile User
Use Apps Browse Internet
Display on Display on Mobile
Downloaded Apps Sites
Text Messaging Search
Respond,Receive,
Respond, receive Look for Search
Mobile Answers
orParticipate
Participate Engine Marketing
or Local Info
Source: Nielsen
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Mobile Demographic Trends - % of All Mobile Subscribers
Mobile Browser Usage by
Gender
Mobile Browser Usage by
Age Group
Female,
44%
13-17, 7%
65+, 30%
18-24, 17% Male, 56%
55-64, 6%
Mobile Browser Usage
For
45-54, 14% Sports, 32%
25-34, 29%
Search, 54%
Weather, 36%
35-44, 24%
Social Networking,
43%
Source: comScore News, 40%
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Mobile Demographic Trends
• 72% of those between 25-49 use text messaging, and 53% of texters are 35
years-old and up. (Scarborough Research)
• African Americans are the most active users of mobile web–outpacing the
national average by nine percentage points.
• 85% of Hispanics have a cell phone and 39% have taken advantage of online
access with their handheld. Mobile access often takes the place of broadband at
home with 28.2% using their mobile only for data consumptions. As of Dec.
2009, there were 15.2M Hispanic mobile subscribers.
• There are 75M US adults on the mobile Internet, more than half of them daily
• 55% of mobile internet users are online via their mobile phones at least once a
day and 43% are accessing the mobile internet several times a day.
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3. Build Universally Accessible
Mobile Web Pages

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Create an Optimized User Experience
CUnet
Control
Panel Data
Lead
Scrubbing
HTTP POST
• The audience lift from adding a mobile website is 15% on average
across multiple verticals Source: Nielsen Q1 2009
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4. Leverage SMS Marketing

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SMS is Still King
70%
168 million SMS
63.7%
users in the US— 60%
63.7% higher than
the next-ranked 50%
service (MMS)
40%
by Share (%) of US Mobile Subscribers March 2010
30%
30.1%
28.6%
20% 21.8%
18.7%
10% 13.2%
0%
Sent text Used browser Used Played games Accessed social Listened to
message to downloaded networking site music on mobile
another phone apps or blog phone
Unique to mobile is the ability to transform traditional offline media to interactive
measurable real-time media
Source: comScore
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Capture Data from Traditional Media via SMS
DELIVERY  Direct Response TV, Radio, or Print
FORMAT  SMS
AUDIENCE  Based on Media Plan
TARGETING  Handset
TRACKING  Time of Day
REPORTING  All SMS interactions
TEXT DEGREE TO 28638  Carrier
 Demographic
 Geography
CALL TO Text “Keyword” to “28638”
ACTION
User Texts the
Keyword to the Lead Data
[phone/name/other]
Short Code
Posted to Client
SMS HTTP
interaction
POST
capture
or EMAIL
Mobile Platform Sends
Back Pre-Set Reply /
Questions
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Increase Contact Rates, Touch Points, and Retention through SMS
• Engage students throughout the
enrolment process for updates and
reminders
• Create complaint SMS lists from all
media
• Complement your email marketing
strategy
• Test placing SMS Short Code on all
media including web pages and
mobile short forms
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5. Utilize Click-to-Call on Mobile
Phones

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Click-to-Call Campaign
CUnet Call
Filtering “IVR
& Duplicate
Scrubbing”
Call Center or
Admission
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Mobile Click2Call Data Analysis – CUnet Internal – Q3, 2010
700
600
500
400
Calls
300
200
100
0
Calls Over 6
Total Call Volume Under 20 Secs / Call Over 2 Has GED / No GED / Pressed
Minutes [High
Analyzed Missdial Minutes Pressed 1 2
Quality]
% 100% 26% 19% 15% 46% 16%
% 100% 26% 19% 15% 46% 16%
• C2C Campaign with IVR Qualification Questions  Press 1 if you are
Volume 609 161 116 94 280 97
over 18 and have a GED or High School Diploma
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6. Use Clear Visuals and
Messaging

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Effective Mobile Campaign Guidelines
• Clear visuals
• Clear call-to-action with high sense of urgency
• Compatible with handsets that are most common among the
target demographic
• Relevant and valued by the target audience.
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Sample Creatives
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7. Take Advantage of Mobile
Paid Search

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Google Index of Mobile EDU Queries 12-31-07 to 12-31-09
Source: Google
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Google Mobile Paid Search Campaign
• Google now allows you to add a 1-800 number
directly on mobile text ads enabling click-to-call
• Track impressions and clicks
• Target by city, state, keyword, carrier, smart vs.
feature phone, and zip code Veterinary Schools
• Have the URL redirect to a mobile page to keep
the user experience consistent, or just include the
toll-free number
• Capture user info on the mobile page
• Proven to have a 55.5% qualify, match, and
transfer rate
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Overview:
Seven Tips and Strategies for Student Recruitment Success
1. Understand the Current Mobile Market
2. Understand your Mobile Audience
3. In Mobile, Simple is Better
4. When You Build a Mobile Page, Build it for All Devices
5. Don’t ignore SMS marketing
6. Utilize Click-to-Call on Mobile Phones
7. Extend Online Paid Search to Mobile
How can CUnet help?

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CUNet’s Mobile Marketing Solutions for Student Recruitment
Click to Call Mobile Short Form SMS Solutions Google Mobile Ads
Traditional Media Lead Capture
Veterinary Schools
SMS Broadcasting / Text Alerts
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CUnet Solutions
• Mobile Short Form Lead Generation
• Performance Based Mobile Click-to-Call
• SMS Lead Capture for Traditional Media
• Relationship Text Messaging
• Mobile Search Engine Marketing
Questions?

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Contact:
Akeel Haider
Mobile Media Strategist
E-Mail: akeel.haider@cunet.com
Phone: 201.477.7688
For more information, visit CUnet.com