2. Agenda
● A little about me / A lot about you
● Setting the tone: the basics
● Importance of Sticking to a Strategy
● Measurement via Your Website
● Optimization for Insight & Results
3. Hi! I’m Jess…
● Originally from Upstate NY (Lewis County)
● Degrees in Communication and Integrated
Marketing
● 11 years in education communication/marketing
● NCLB grant, MA DOE college access campaign,
local and national college access and education
reform work
● Special expertise in college access for underserved
audiences
4. …Where am I?
● Originally hired as Director of Electronic Marketing
for Enrollment, Retention and International
Programs (one division)
● Moved 2 years ago internally to newly formed Office
of University Communications (separate division)
● Still primarily focused on enrollment/retention
projects
● Work closely on other university projects for
electronic strategy, measurement & integration
5. Where Do You Sit?
● Politics can be a major hindrance
● Do you currently work from a marketing
strategy?
● School Vs. Department
● Focus: Admissions Marketing
20. Who are We?
● What are our institutional goals?
● How does our dept support these?
● What problems do we currently face?
● What tactics are pushing to the .edu? Why?
21. Maintenance
● Is your strategy dusty?
● Does everyone work from it?
● Have we shared our current reporting on it?
● What needs to be changed?
24. Tactic Audit
● What types of tactics are you using most
often?
● What will success mean for each tactic?
● How will you measure each channel?
● What kind of ROI are you going to calculate?
25. Tactics & Channels Together
● How do they intersect
● How do they differ
● Are we looking at the total package
● Define both tactic and channel
measurements
26. KPI’s or ‘Big Picture’
● Outcomes
○ Conversions
○ Engagement
○ ROI
● Specific to Admissions
○ Downloads (specific audience goals)
○ Clicks to external pages (applications, etc.)
○ Visit registration
○ Dept of visit
○ New visits/locations
○ Travel
32. What works?
● Analyze tactics
● Uncover hidden strengths/weaknesses
● Set specific increases (%)
● Change affected?
● Note time of year, year over year
41. A/B Split or Multivariate
● A/B
○ Simple – A or B (and sometimes C)
○ Software (ESP) or Self
● Multivariate
○ More complex – A1, A2, A3, and B1, B2, B3, and
C1…..
○ More likely software
45. Do You Report Findings?
● Who receives reports
● How are they used
● What format should they take
● How often should they be updated
● What type of information should they
include
