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Collect to Connect:Creative, Conversation and Channels
Patricia Johnson GeorgevichMercury Communications
CALEM 2017
Motivators
Job with more authority Change careers Consulting opportunities More money Respect Acquire new skills Security Stand out/be in demand Credential Personal fulfillment/pride Affiliation
Who is your target market by segment?
Starts
1Stays
2Succeeds
3
Collect Data: Creative to ConnectFocus Groups
Why did they want to get or finish their degree? appeals that are emotional
and practical – WIIFM/outcomes
Why did they choose to attend your institution? brand USPs
Walk the walk: needed to set a good example for my kids.
Census Bureau studies show that kids whose parents attended college are far more likely to go to college themselves.
I had a lot on my plate but I needed to finish my degree.
I wanted to be in a position to be promoted.
I needed a little encouragement that I could do it – and reach my goals.
Personal attention & support every step of the way, career assessment and education map.
Brand – why did they choose you?
Name recognition: Our reputation precedes you.
Locations: We’ve got you covered. Close to your home and work.
Delivery formats: We fit into your life. Anytime. Anywhere.
Programs: Be. Do.
Be a social worker. Change someone’s life for the better.
Be a K-8 teacher. Shape young minds.
Your career in public service. Earn a living. Make a difference.
Be an engineer. Innovate and create.
Photography
Test the creative.
Multi-channel to Connect – Survey to Segment Are they listening to the radio?
Are they reading newspapers/magazines?
Are they watching television?
What roads and expressways are they travelling?
When are they on social media?
What websites do they frequent?
Preferences on digital and direct mail?
Measure. ROI.
Toll-free vanity numbers
Landing pages/unique URLs
Discussion: Challenges
generating quality inquiriesGeneratingconnecting with the RIGHT audienceConnectingunderstanding the demands of my marketUnderstandin
gdetermining ROI on my effortsDeterminingselecting effective media channelsSelectingunderstanding my competitionUnderstandin
gbuilding "buy in"/consensus among leadership and colleaguesBuildingadvocating for increased resources ($$)Advocating
