This was the presentation I made to the National Conference on Student Recruitment, Marketing and Retention in Chicago. I was there as an Associate Consultant with Noel-Levitz in their Web Strategy and Interactive Marketing Services.
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2012 Noel-Levitz NCSRMR Presentation
1. “Manoeuvring the Marketing Mix,
Canadian Style”
2012 Noel-Levitz National Conference
Sean Williams
Associate Consultant, Noel-Levitz
July 26, 2012
2. Flow for the hour
• Introductions
• Canadian ‘Media’ Marketplace
• Case Studies
• Dos and Don’ts
• Questions
3. Who is this guy?
• I’m the token
• 20 years experience
• Done the big agency thing
• Worked in marketing roles
• Big focus on HE
• With Noel-Levitz since Oct. ’10
4. I want to know...
What’s the biggest issue or
concern you have in your
marketing and advertising
planning?
8. Well...
...while I don’t have all the
answers, I hope to pass on
some information and insights
9. My 6 stages for success
1. Understand your audience... PLEASE!
2. Figure out who you are – it’s ok to say ‘brand’
3. The message matters – really think about what
you want to say and how (i.e. idea, tone,
format, etc.)
4. Change it up – you shouldn’t be doing the
same things you did 5 years ago
5. Use the right tools and integrate them – this
ensure success
6. Test, track, and/or measure everything you can
– you want to improve, right?
24. So you may be asking, how does
a University and College act on
this knowledge?
25. They...
• Better understand their audience
• Define who they are
• Develop a strong and distinct
creative message
• Change/adjust what they are doing
• Integrate their efforts
• Track and/or measure what they’re
doing
26. Holland College (Winter 2012)
• They needed to:
– Elevate their presence
– Impart on their audience ‘why them’
– Connect through ‘new’ means
– Generate inquires and/or applications by a
certain time
• Their situation:
– Brand meaning not clear
– Same budget as last year
– Never advertised online
33. In the end, they saw some strong results
• Raised community awareness in province
– Told people there’s something happening on campus
• Solid CTRs with SEM, social and banner ads
– Recognize site categories or topics that produce
highest level of traffic
• Tracked search terms to program pages
– Highlighted specific program areas of interest and
length of time on pages
– Pinpointed what keywords to focus on
• Recognized areas of improvements for next year
• Good level of applications – skewed more online
(vs. previous yrs)
34. StFX University (Winter 2010)
• They needed to:
– Promote the brand in two key markets
– Impart on their audience ‘why them’
– Connect through audience appropriate
mediums
– Generate inquires and/or applications
• Their situation:
– Strong brand (icon)
– Limited budget
– Limited/no previous advertising
39. In the end, they saw some strong results
• Raised awareness in key markets
– People recognized that they had not advertised much
in the past
• Good CTRs with SEM, social and banner ads
– Gained specific knowledge around icon and adjusted
elements mid campaign
• Pinpointed key search terms
– Saw what made people ‘click’
– Alignment with rankings and competition
• Recognized a mix of future opportunities
• Gained a slight foothold into the two markets
and saw a reasonable level of applications