Goal Driven Web Strategy

GOAL-DRIVEN WEB STRATEGY �Implementing Technology with an Eye on ROI

Return on Investment:

the magic number that will make you look like a golden god

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What is the difference between MARKETING and COMMUNICATIONS ?

Communications makes

marketing tactics tangible “

”

Cartoon

MARKETING FRAMEWORK

1.  SET STRATEGY: What are your higher level goals? What does success look like?

2.  PLAN TACTICS: What types of communications will we use to achieve our goals and how will we measure results?

3.  EXECUTE COMMUNICATION: Communicate with your audience using planned tactics.

4.  ASSESS RESULTS: Did we achieve our goals? What can we do better next time?

SET STRATEGY

⇒  What does success look like?

⇒  Marketing goals should relate

back to the business goals

of the institution

PLAN TACTICS

⇒  What medium is the best way to

articulate your message?

⇒  What is the strategy for the

communication?

⇒  How are you going to measure it?

TIME IS MONEY

Planning not only includes

strategy, but also infrastructure.

Will an in-house solution or an

outsourced one be more cost

effective?

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EXECUTE YOUR COMMUNICATIONS

ASSESS YOUR RESULTS

⇒  What was achieved as a direct result of the communication?

⇒  Did that conversion result in a return?

⇒  What can I do better next time?

EXAMPLE: EMAIL MARKETING

Set up tracking for an email that is

sent out to prospects, encouraging

them to fill out an online

application for admissions.

SET UP TRACKING

Two Key Tools:

⇒  Goals

⇒  URL Builder

STEP ONE: SET UP�A GOAL / FUNNEL

http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578 STEP TWO: BUILD A CAMPAIGN URL

STEP THREE: PUT THE TWO TOGETHER

Goal Conversion STEP THREE: PUT THE TWO TOGETHER

Figure out ROI on an email

campaign that sent out 3,000

emails, had 358 click throughs,

resulting in 130 applications. The

email took 2 hours to complete, at

the cost of $40/hr staff time and

$0.015/per email.

EXAMPLE: EMAIL MARKETING

ROI CALCULATOR http://www.marketingtoday.com/tools/roi_calculator.htm

DOLLARIZE EVERYTHING

Assigning a monetary

value to your results

gives you a common

denominator to compare costs to

outcomes

ASSIGNING VALUE

Average Tuition Paid: $20,000/year

Conversion rate from application to enroll: 20%

20% of $20,000 is $4,000

$4,000 IS OUR “AVERAGE PROFIT PER SALE”

VALUES FOR THE CALCULATOR

⇒  Number of Pieces: 3,000

⇒  Total Program Costs: ($0.015 X 3,000) + ($40 X 2) = $125

⇒  Response Rate: 358 clicks/3,000 = 11.93%

⇒  Conversion Rate: 130 apps/358 = 36.31%

⇒  Average Profit Per Sale: $4,000

ROI Results

SHARE YOUR SUCCESS

⇒  Make it tangible

⇒  Give it context

⇒  Offer recommendations

BREAKING DOWN TACTICS

THE DIRTY LITTLE SECRET OF

E-MARKETING

EMAIL MARKETING: WHAT IT’S GOOD FOR

⇒  Increase online

applications

⇒  Register online for an

event

⇒  Bring in online gifts

⇒  Start a conversation

FACEBOOK ADS

FACEBOOK ADS: WHAT ARE THEY GOOD FOR?

FACEBOOK ADS: WHAT ARE THEY GOOD FOR?

FACEBOOK ADS: WHAT ARE THEY GOOD FOR?

FACEBOOK ADS: HOW YOU MEASURE ROI

⇒  Use a Google Analytics campaign URL

⇒  Set up a goal or create a unique landing page to track

conversion.

⇒  Assign a value and use the ROI

calculator.

⇒  Number of pieces: The total number of impressions

⇒  Program costs: The total amount paid for the ads, plus staff time.

⇒  Response rate: The percent of people who clicked on the ad

⇒  Conversion rate: The percent of people fulfilled the call-to-action

⇒  Average profit per sale: The value you assign to them fulfilling the action

FACEBOOK ADS: HOW YOU MEASURE ROI

FACEBOOK ADS: HOW YOU MEASURE ROI

BLOGS

BLOGS: WHAT ARE THEY GOOD FOR? ⇒  Provide authentic stories of

the student experience

⇒  An opportunity for

interaction with current

students

⇒  Make institutional announcements and

calls-to-action

⇒  Gain insight into the minds

of your audience

BLOGS: HOW CAN YOU MEASURE ROI?

⇒  Conversion, if you have a call to action

⇒  Readers: Cost of advertising in a similar

content channel

⇒  Comments: Cost of a focus group, if it

provides insight

⇒  Anecdotal: Take it on a case-by-case basis

SOCIAL NETWORKS

SOCIAL NETWORKS: WHAT ARE THEY GOOD FOR?

⇒  Allowing your audience to become a friend/fan/follower of your institution

⇒  Engaging incoming students over the summer to prevent “sugar off ”

⇒  Giving alumni volunteers a way to interact with each other and share tips

SOCIAL NETWORKS: HOW YOU MEASURE ROI

⇒  Easy dissemination of information: What would it

cost you in over mediums? What was your

conversion rate with calls-to-action?

⇒  Ease sugar off: Did the percentage of summer sugar off go

down? How much value does that translate into?

⇒  Support alumni volunteers: Where your volunteers more

successful as a result? What value does that translate into?

BOTTOM LINE ON MEASUREMENT

How much did

achieving your goals relate directly back to

the bottom line of my institution?

KEY TAKEAWAYS

⇒  Start with bottom-line

related goals, not with

the technology

⇒  Measure everything

⇒  Dollarize your results to

calculate ROI

⇒  Always ask what you can

do better next time

Karlyn Morissette www.dojo-web.com DoJo Web Strategy www.karlynmorissette.com

karlyn@dojo-web.com www.doteduguru.com www.linkedin.com/in/karlynmorissette www.twitter.com/KarlynM