How to Make the Most of Your Marketing Efforts During a Spending Freeze
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The document discusses marketing strategies used by the University of Alabama's Bama By Distance program during a spending freeze. It recommends (1) asking questions to find free marketing opportunities, (2) conducting an internal audit to enhance communication practices, and (3) increasing communication across college alumni databases and graduating seniors. Specific tactics included an extensive email campaign pushing leads to apply and keeping personalized, conversational communication with leads about deadlines and program updates. The key takeaways emphasize increasing communication, auditing practices, asking for free opportunities, maintaining communication with leads, and embracing change.
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How to Make the Most of Your Marketing Efforts During a Spending Freeze
- 1. How to Make the Most of Your Marketing Efforts During a Spending Freeze Amy Nichols, Content Coordinator Jessika White, Marketing Manager The University of Alabama Bama By Distance
- 19. So what did we do with a $0 budget?
- 38. ● Ask questions Free Marketing Opportunities
- 39. ● Ask questions ● Conduct an internal audit Free Marketing Opportunities
- 40. ● Ask questions ● Conduct an internal audit ● Increase college-to-college comms Free Marketing Opportunities
- 42. ● College of Education Alumni Database
- 43. ● College of Education Alumni Database ● College of Education Graduating Seniors (main campus)
- 44. ● College of Education Alumni Database ● College of Education Graduating Seniors (main campus) ● External Professional Network
- 57. It was time for a significant enhancement of our communication plan.
- 61. Semesterly Push to Apply Campaigns
- 62. ● We executed an extensive campaign pushing all the leads in our CRM to apply for Fall 2020 Pushing Leads to Apply
- 63. ● We executed an extensive campaign pushing all the leads in our CRM to apply for Fall 2020 ● Series of emails communicating all the test waivers and incentives to apply Pushing Leads to Apply
- 64. Pushing Leads to Apply ● 85 unique emails during spending freeze ● The Push to Apply campaign is now a permanent fixture in our communication plan.
- 66. ● Personalized Approach ○ First Name ○ Conversationally crafted ○ Directly from Admission Counselor ○ Balanced calls-to-action ● Examples: ○ Upcoming Deadlines ○ Deadline Extensions ○ Program Changes/Updates
- 69. Key Takeaways ● Increase communication across channels
- 70. Key Takeaways ● Increase communication across channels ● Take the time to step back and conduct an internal audit of your practices
- 71. Key Takeaways ● Increase communication across channels ● Take the time to step back and conduct an internal audit of your practices ● Ask for freebies - the answer might just be yes!
- 72. Key Takeaways ● Increase communication across channels ● Take the time to step back and conduct an internal audit of your practices ● Ask for freebies - the answer might just be yes! ● Don’t ghost your leads - keep talking to them
- 73. Key Takeaways ● Increase communication across channels ● Take the time to step back and conduct an internal audit of your practices ● Ask for freebies - the answer might just be yes! ● Talk to your leads - and keep talking to them ● Don’t be afraid of change!
- 74. So what did we learn? We can’t afford to not have time.
- 75. Amy Nichols Content Coordinator The University of Alabama amy.nichols@ua.edu Jessika White Marketing Manager The University of Alabama jnwhite1@ua.edu
Notes de l'éditeur
- Brief introductions of ourselves
- I can talk about social if you think it makes sense. But we can also fit that in later when we talk about making sure everyone is aware of updates.
- I can talk about social if you think it makes sense. But we can also fit that in later when we talk about making sure everyone is aware of updates.