integrated marketing - slide show

8/13/2019 Integrated Marketing - Slide Show

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Successfully Integrating your K12 Market Strategy EIA University, 2014

Relevance, Relationships

& Revenue

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Copyright 2014 Market Data Retrieval 2

Building Relationships

What does it take to grow yourbusiness in K-12 today?

Great Product

Brand Recognition Visibility

Clear Prospect Audience

Fans & Evangelists

Accessible Support

Strong Value Prop


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The Importance of STORY

Know your customers story and become part of it

Intertwine your story with theirsUse a mix of tools to become a

relevant voice


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How can you find the rightmix of channels to become a

relevant voice to yourcustomer?


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Define your marketWhat does my customer look like?

Historically, weve had a verybuilding-centric view

Enrollment, poverty indicators,and Title I funding drovemarketing strategy from therooftop down to everyone inthe building

A demographics-based approachcan be useful in determininghigh-level targeting

Segmentation at the rooftop level


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Define your customerASK: What does my customer look?

More and more opportunity tounderstand the prospectivebuyer as a person

Firmographics and

psychographics can enhancedemographics

Know not only who to marketto but how to market to them

Understanding behaviors canbetter position your

marketing message


7/60Copyright 2014 Market Data Retrieval 7

Harness all the data you can

Contact

Demographics

Occupational

Financial

Buying Behaviors

Social Media

Direct MarketingChannel Preference

Advertising Receptivity

Interests



and get started with analysis



Understand educator behavior

64% of educators check theiremail on a wireless mobiledevice

77% of teachers make buying

decisions based on personal recommendations

74% of educators purchaseproducts for teaching online

How does this research affect my strategy?

Source: Digital Marketing Trends in the Education Market 2013: A Comprehensive Analysis of the 2011-2012 School Year



What is the profile of my best customers? Use research to shape your go-to market

strategy

Where can I find them? Use an integrated strategy to introduce

your brand, invite them to engage, and

build a relationship

Use data to define your strategyand shape your tactics



Who is todays educator,and how can you engagewith her using anintegrated strategy?

Heres an example

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Heavy social media user,Twitter user, blogger

Uses Internet forprofessional and personaluse involved in iPad pilotprogram in her school

Strongly influenced bysocial/mobilesite/blogs/reviews

Meet Michelle Swan

24-year-old, singlefemale

Resides at 123College Street,New Haven, CT

Rents condo

Median HHI $65,000-$80,000

Prefers to purchase online

Prefers solicitations viaemail and mobile

Bachelors degree

3 years teaching thirdgrade at Center School,Shelton, CT



Michelle reads a tweet fromWeAreTeachers that links to an

Infographic about classroommanagementand it references

your product.

She Googles your company,visits your website, and signs

up on your email list.

Michelle gets your email newsletter,full of helpful teaching tips. She putsone idea to use in her class the very

next day, with great results.

Michelle sees your Display Adson various sites she visits

throughout the day andremembers how helpful yournewsletter was.

Michelle visits the WeAreTeachersFacebook page and sees a discountpromotion on your product, with positivecomments about it from other teachers.

Connect with Michelle at all herfavorite touch points



Over multiple impressions, Michelledevelops a positive association with yourbrand

Using the discount code from FB,she purchases your product andcreates and executes a successfullesson with it.

Now a loyal brand fan, Michelle: Writes about her positive

experience on her blog Tweets her teacher friends about it Likes your page on Facebook Pins photos from her lesson

featuring your product on herPinterest board



So how can you make the most ofevery channel?

Lets talk about:

Creating an effective presence at industryevents and trade shows

Maximizing email to generate and nurture leads

Incorporating display advertising

Social strategies and content marketing



Trade Show Strategies

Metrics Presence Social Media

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Get Serious About Metrics

Establish ametrics trackerand update everyevent

Define metrics toevaluate pre-and post-eventactivities as wellas on-site

Establish a HotLead objectiveand track it



Assume Nothing About YourTeam

Youve worked hard tocreate a lovelyexhibit now get out .

Exhibit

HEADS

UPTalk to anyone,but dont encourageeveryone.



Social Media: Include or StayHome

If you arent integrating socialmedia domains into your eventsstrategy, you might as well stayhome

Leverage communities to drivetraffic on-site and online

Get involved with event/associationcommunities

Invite third parties to contribute toyour social media content



Making the Most of Your DigitalChannels



Email Marketing

A marketers bread and butter Educators preferred channel



Percentage of Teachers Purchasing anEducational Product or Service as a Resultof an Email Advertisement




Amount Spent by Teachers Who PurchasedEducational Products as a Result of EmailAdvertisements




Direct Marketing Channel Preference




Channel Effectiveness




Best Practice: 3 Checks

What is the campaigns goal? What is success? Does your call-to-action support

the goal?


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Increase in opens on mobiledevices since 2010

- Return Path Email MostlyMobile Infographic

Best Practice: Design and LandingPage Optimization

Important Aspects of Email Design Images Image Suppression

Mobile


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Best Practice: Targeting Works

12.7%12.0%

11.3%

9.8% 9.7%8.8%

8.2%7.6%

6.0%

4.3%3.6% 3.2%

2.6% 2.6% 2.4% 2.3% 1.9%1.4%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

Open Rate Click-Through Rate


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Best Practice: Nurture Leads

Responder Triggers engage your respondersfor maximum conversion!

4x Click Rate!


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Web Advertising

A natural digital extensionAmplifies campaign reachEasy real-time optimization


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Display AdvertisingNaturalExtension of Your Existing Strategy

Web advertising is a low-risk strategy thatsupports your overall marketing plan andboosts the performance of your campaignIncreased reach

Brand/product awarenessand favorability

In-progress campaign testing

In-progress campaign optimizationStrong metrics and measurability


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Web Advertising OptimizationTactics

DesignUse animationClear, well-written message or

hookStrong call-to-actionSimple design elements Landing PageDesign connectivityCall-to-action actualized

Brief, clear, concise messagingConfirmation PageUse conversion tracking


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Wrapping Up

Walk before you run

Define measures of success up-front

Lean on your marketing partners expertise


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A robustcontentstrategycan

Content marketing is thebackbone of an integrated strategy

Build brand awarenessand interest

Establish thoughtleadership

Extend the reach of allyour channels

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relevant content +multiple repurposed iterations +

multiple channels =

Relationship development and

audience engagement

How? With a winning formula.

and the moreengaged your audience

is, the more likely theywill be to think of youwhen its time to buy

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The Rs of Content: Make It Real. Make It Relevant.Build Relationships.

Is not about products orservices

Speaks directly to customersneeds, solves their problems,or gives them informationthey need to overcomechallenges

Focuses on building aRelationship, not makinga sale

Realrelevantcontent

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Check out our productsfor new teachers!

5 Classroom ManagementTips for New Teachers

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Tip: Real, Relevant content doesntalways have to be yours!

Use your social channels to sharevaluable content from other sourcesFor every 1 piece of your original content

posted, share 3 to 4 pieces of relevantcontent from other sources

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Get the most out of every piece ofcontent: Repurpose

Step 1:Create real relevant content

Step 2:Create another iteration of thatsame content

Step 3:Repeat Step 2

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Create stronger Relationships: Propagatecontent in various forms across multiplechannels

Build every channel strategy around real,relevant content, such as:

Highlighting article content or research inemail and direct mail campaigns

Incorporating user-generated content into youremail newsletter or blog

Creating a survey-based infographic andsharing across all your social platforms

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Did you know?

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The most popular reasons for visiting these sites are exchangingideas (39%) and obtaining free resources (38%).

The most frequent cited reason for doing so is to getcoupons or discounts.


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Sometimes 2 is better than 1! What brands add strength to what your

brand represents?

Goal: Both brands wanted to demonstratebrand leadership to related audiencesthrough the creation of relevant andvaluable content

Example:WeAreTeachers & Volunteer Spot

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1. Brands collaborated todevelop one surveyaltered for theiraudience of teachers orparents

2. WeAreTeacherscompiled the results

3. Both brands workedtogether to determine

key findings

People love data and factsStep 1: Research survey to each audience

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Step 2: Content development tosupport multiple channels

ChecklistHook Headlines Bullet pointsGraphics

Repurpose fordistribution channels

Copy SEO friendlyCTAReview for bestpractices

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Step 3: Distribute & Promote!Post, publish, email, share, pin, tweetetc.

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Goal Brand awareness Engagement User-generated content

Content Strategy Data/stats on how teachers and parents can be

smart about screen time Facebook poll on teachers favorite apps

Example: Smart Screen Time

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Distribute & Promote!Post, publish, email, share, pin, tweetetc.

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Expand the social reach of yourcontent with PR efforts

Identify bloggers and journalists that wouldmost be interested in yourcontent

Start outreach with samplecontent so they know yourarea of expertise and cancome to you when theyneed that information

Create a page on your site ora quarterly tip sheet forbloggers and journalists

Even with

little to nomarketingbudget,you could:


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Anatomy of a SuccessfulMarketing Plan

Key Steps in the EducationalMarketing Space


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1. Planning Defining the goals of the

campaign

Segmentation strategies Marketing channel mix Defining any testing goals Understanding the full

value of the marketingeffort

Establishing benchmarks


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2. Execution Timing Versioning Campaigning Lead Nurturing


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3. Measuring Results Email Social Media Display / Ad Words Ecommerce Lead Gen / Lead

Quality Sales


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Break into groups to generate your ownmarketing case study!

Activity

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CaseStudies


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Background

Classroom magazine that engages studentswhile presenting them with high-qualitynonfiction content and comprehensiveteacher planning materials and a digitaledition

Strong direct mail strategy using highlysegmented, modeled lists

Email historically only used as a renewalmechanism


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Goal: Test New Channels

TFK wanted totest newchannels fordrivingcustomersubscriptions

Integrated Approach for TFK: Continue to use DM Test email as acquisition channel Use targeted online display advertising to boost

overall response Increase Social Awareness

Email

Direct Mail

Web Ads

Social Media


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Start

+ 1 week+ 5 days

+ 30

days

+ 1 week+ 5 days

Plan at a glance

Integrated plan leveraged online and offline Each step was reviewed and optimized


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Lead Process

Convert

Inform

ValuableContent


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Integrated Success

Double digit growth! Established social

benchmarks. Sharingwas priceless

Email/DM tag teamdrove subs

Web Ads Web Adsachieved aboveaverage clicks/conversions

Email

Web Ads

Social

Direct Mail


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Whats in your marketing plan?

Q & A MDR help you with your go-to-market

strategy! Contact us at:

[email protected] Derek Fairfield, MDR Product Manager Stephanie Nash, MDR Marketing Manager Wed love to hear from you:

800-333-8802
mailto:[email protected]:[email protected]

integrated marketing - slide show

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