THROUGH A STUDENT’S LENS THINKING ABOUT DIGITAL · Implement an omni channel approach to break...
Transcript of THROUGH A STUDENT’S LENS THINKING ABOUT DIGITAL · Implement an omni channel approach to break...
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1© 2018 MOGO INTERACTIVE CONFIDENTIAL
THINKING ABOUT DIGITAL THROUGH A STUDENT’S LENS
Building an Omni-Channel Strategy for a Seamless Experience
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2© 2018 MOGO INTERACTIVE CONFIDENTIAL
SPEAKERS
Doug MowbrayCEO
Mogo Interactive
Sarah HigginsInterim VP for Marketing and EnrollmentDirector of Marketing Communications
Western Colorado University
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3© 2018 MOGO INTERACTIVE CONFIDENTIAL
AGENDA● Omni-Channel in the Digital Age
● A Data-Driven Approach
● Implementing an Omni-Channel Solution
● Western Colorado University Results
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4© 2018 MOGO INTERACTIVE CONFIDENTIAL
• 2,500 undergraduates enrolled
• Located in Gunnison, Colorado
(3.5hrs from Denver)
• 90+ areas of study
• Avg. class size: 18 students
• Elevation Outdoors Top
Adventure College
WESTERN COLORADO UNIVERSITY
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5© 2018 MOGO INTERACTIVE CONFIDENTIAL
• Founded in 2001
• 200+ clients across U.S. & Canada
• Team of 60+ digital experts
• Advanced, unifying technology
• Featured in Google case study on
cross-device measurement
• FAST100 & Inc.5000
MOGO INTERACTIVE
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6© 2018 MOGO INTERACTIVE CONFIDENTIAL
OMNI- CHANNEL IN A DIGITAL AGE
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7© 2018 MOGO INTERACTIVE CONFIDENTIAL
Whereas Millennials use 3
screens, Gen Zers use 5: smartphone, TV, laptop, desktop,
& tablet.(IBT)
Students on average unlock
their cell phones 150 times a day
(Adweek)US Consumers average 8 deviceIDs
across 4 devices(Adweek)
18-24 year olds spend twice as much time on social media compared to 35-44
year olds (MarketingProfs)
Gen Zers are “digital natives,” spending 10+
hours a day online. (Pew)
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IT’S A MOBILE WORLDDEVICES OWNED BY US COLLEGE STUDENT INTERNET USERS, OCT. 2017
SMARTPHONE
LAPTOP
TABLET
DESKTOP
EREADER
SMART WATCH
INTERNET OF THINGS DEVICE
OTHER
93%
88%
56%
38%
16%
16%
13%
1%
Source: McGraw Hill Education “Digital Study Trend Survey,” Nov. 1, 2017
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9© 2018 MOGO INTERACTIVE CONFIDENTIAL
CHANNEL/PLATFORM USAGE AMONG STUDENTS
Source: McGraw Hill Education “Digital Study Trend Survey,” Nov. 1, 2017mo
YOUTUBENETFLIX
FACEBOOKINSTAGRAMSNAPCHAT
SPOTIFYAMAZONTWITTER
HULUTUMBLRREDDIT
WHATSAPPOTHERNONE
87%70%
67%60%
56%40%
39%37%
27%20%
14%12%
3%1%
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STUDENTS’ PARENTS USE OF SOCIAL MEDIAFACEBOOK
74%
28%
27%
25%
23%
Source: Pew Research, September 2015
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11© 2018 MOGO INTERACTIVE CONFIDENTIAL
PARENTS RESEARCHING COLLEGES ONLINE
STUDENT ONLYSTUDENTS & PARENTS TOGETHER
PARENTS ONLY
27%66%
8%
STUDENT/PARENTAL INVOLVEMENT IN COLLEGE RESEARCH PROCESS
STUDENT ONLYSTUDENTS & PARENTS TOGETHER
PARENTS ONLY
35%61%
4%
STUDENT/PARENTAL INVOLVEMENT IN COLLEGE ENROLLMENT DECISION
Source: SINews, 2015
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12© 2018 MOGO INTERACTIVE CONFIDENTIAL
MULTI-CHANNEL vs OMNI-CHANNELMulti-Channel
Disparate/SiloedSinge MessagingInaccurate DataEasierLess Effective
Omni-ChannelCoordinatedSequenced MessagingAccurate DataMore DifficultMore Effective
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A DATA-DRIVEN APPROACH
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ACTIVATING YOUR DATA
Converting student data (email, name, address &
cell number) to online targeting
Segmenting students that visit the website
based on their interests, demographics and online
behavior
Students that are either currently, or have been,
in a physical location
WEBSITE VISITORS LOCATION BASED CRM DATA
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15© 2018 MOGO INTERACTIVE CONFIDENTIAL
WEBSITE DATA - HOLD
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16© 2018 MOGO INTERACTIVE CONFIDENTIAL
PLACE DATA
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17© 2018 MOGO INTERACTIVE CONFIDENTIAL
CRM DATA
Our match network finds your contacts on
the web
Upload CRM & mailing lists
Those users are targeted with your ads and driven
back to your site
CRMTARGETING
CROSS-CHANNELCAMPAIGNS
STUDENTRE-ACTIVATION
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18© 2018 MOGO INTERACTIVE CONFIDENTIAL
PREDICTIVE MODELING
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19© 2018 MOGO INTERACTIVE CONFIDENTIAL
7,223
GPA DISTRIBUTION
A+ A A- B+ B B- C+ C <C0
10K
20K
30K 28,238
12,572 12,737
34,846
2,605 918 892 149
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IMPLEMENTING AN OMNI-CHANNEL APPROACH
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21© 2018 MOGO INTERACTIVE CONFIDENTIAL
WESTERN COLORADO UNIVERSITY DIGITAL NEEDSImplement trackable & measurable digital campaign strategy through proven best practices & create cohesive flow among all online channels and other marketing efforts.
Needed to create a landing page to send prospective students that provided a clear and easy means to find more information about Western and take action, i.e. request information or start an application.
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22© 2018 MOGO INTERACTIVE CONFIDENTIAL
ADMISSIONS &
MARKETING
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23© 2018 MOGO INTERACTIVE CONFIDENTIAL
BUILDING AN OPTIMAL MEDIA MIX
SOCIALDISPLAY MOBILE VIDEO/ AUDIO SEARCH
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24© 2018 MOGO INTERACTIVE CONFIDENTIAL
MEDIA MIX: CREATING COHESIVE FLOWDISPLAY• Banners• Native• YouTube
SOCIAL• Facebook • Instagram
SEARCH• Brand• Non-brand• Competitor
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25© 2018 MOGO INTERACTIVE CONFIDENTIAL
WCU TARGETED CHANNELS
Demographic Behavioral Predictive SemanticGeographic Targeting Contextual
Outbound:Denver Metro Area
Retargeting:ColoradoCA & TX (program-specific)
Age 18+
Students & Parents
Female
High School
Graduates
Bachelor’s Degree
Intenders
Undergraduate / Bachelor’s Degree Education
Liberal Arts University
Business Administration
Biology
Exercise Sciences
Education
Undergraduate Intenders
SAT Test TakersACT Test Takers
Students looking for specialized programs, i.e. Petroleum Geology
Active Lifestyles
Environmentally Conscious
Look-alike /Algorithm based targeting using 1st and 3rd party data
Sites with top search keywords
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26© 2018 MOGO INTERACTIVE CONFIDENTIAL
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27© 2018 MOGO INTERACTIVE CONFIDENTIAL
CREATIVE & MESSAGING
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OMNI-CHANNEL IS FULL FUNNEL
Awareness
Interest
Consideration
Enrollment
Prospecting: Facebook, Instagram & Youtube
Search
Prospecting TacticKPIs (CTR & Site Visitation)
RetargetingWCU’s Marketing
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29© 2018 MOGO INTERACTIVE CONFIDENTIAL
WCU Prospective Student Landing Page
Schedule a Visit Form
Confirmation Page
Begin Application Form
Confirmation Page
Client A | Above Standard Template
APPLY
WCU CONVERSION MAP
VISITINQUIRE
Confirmation Page
Request Information Form Register For Preview Day
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30© 2018 MOGO INTERACTIVE CONFIDENTIAL
FIRST-TIMEFRESHMAN
TRANSFERSTUDENT
GRADUATESTUDENT
APPLY INQUIRE VISIT VISIT GROUP VISIT VIRTUAL TOURPREVIEW DAY
LANDING PAGE EXPERIENCE
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31© 2018 MOGO INTERACTIVE CONFIDENTIAL
ENROLLMENT CHECKLIST DOWNLOADAPPLY
LANDING PAGE EXPERIENCE
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32© 2018 MOGO INTERACTIVE CONFIDENTIAL
MEASURE WHAT MATTERS
Measurement KPIs:• APPLY: Application Submissions• INQUIRE: Requests for Information• VISIT: Preview Day Registrations
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33© 2018 MOGO INTERACTIVE CONFIDENTIAL
MULTI-CHANNEL MARKETING DUPLICATES METRICSDISPLAY SEARCHVIDEO
add conversions & revenue?
ADENGAGEMENT
AD ENGAGEMENT
AD ENGAGEMENT
APPLICATION APPLICATIONAPPLICATION
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34© 2018 MOGO INTERACTIVE CONFIDENTIAL
OMNI-CHANNEL IS ACCURATE
add conversions & revenue?
ADENGAGEMENT
AD ENGAGEMENT
AD ENGAGEMENT
DISPLAY SEARCHVIDEO
ONE STUDENT APPLICATION
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35© 2018 MOGO INTERACTIVE CONFIDENTIAL
OMNI-CHANNEL MARKETING RESULTS“Utilizing a unified view of consumers’ advertising engagement results in a 30% cost per action (CPA) reduction…”
-Google/Boston Consulting
“30-40% of media budgets are wasted by duplication and incorrect attribution associated with counting a single purchase across channels as multiple purchases.”
-Neustar/Econsultancy
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36© 2018 MOGO INTERACTIVE CONFIDENTIAL
WESTERN COLORADO UNIVERSITY RESULTS
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37© 2018 MOGO INTERACTIVE CONFIDENTIAL
RESULTS
+5% WSCU increased yield by 5% after beginning to work with Mogo & Digital Deployment in 2016-17.
+930
+245
During the 2016-17 Fiscal Year, Mogo was able to drive 930 Completed Application Submissions correlated to the Display, Facebook, and Search campaigns.
During the 2016-17 Fiscal Year, Mogo was able to drive 245 Preview Day Registrations correlated to the Display, Facebook,and Search campaigns.
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38© 2018 MOGO INTERACTIVE CONFIDENTIAL
TAKEAWAYSImplement an omni channel approach to break down the silos among your marketing department, advertising and technology partners. This will allow you to deliver a cohesive story across all channels & platforms.
Activate your data from your website, location and CRM data to reach prospective students and parents on their terms online. Leverage this data to inform and optimize campaign strategies.
Develop a creative strategy that demonstrates your knowledge of your audience, your institution’s value proposition and measure what matters to you.
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