Frontiers: Extending Your Brand into New Media

Bart CaylorBrainstorm

June 27, 2003

Preparations: Known Paths

Digital Marketing/Web Statistics: Global Online Populations

2002 580 million (Nielsen/NetRatings)

655 million (ITU)

2004 709.1 million (eMarketer)

945 million (Computer Industry Almanac)

Digital Marketing/Web Statistics: U.S. Households

Number of Sessions per Week 9

Number of Unique Sites Visited 19

Time Spent per Week 7: 31: 21

Time Spent During Surfing Session 49: 06

Duration of a Page viewed 01: 58

Nielsen//Net Ratings Audience Measurement Service. March 23, 2003

Digital Marketing/Web Statistics: High School Seniors

99% of prospective college students have access to the Internet at home or school

Sending and receiving email is primary reason for access, secondary homework. Fifth reason is college or career information

Spend 96 minutes a day online.

Digital Marketing/Web Statistics: Advertising Spending(in billions)

Year Advertising Digital Marketing

2000 $5.4 $1.5

2001 $5.7 $2.0

2002 $6.8 $3.7

2003 $8.6 $6.2

2004 $10.6 $9.5

2005 $12.9 $13.8

2006 $15.4 $19.3Source: Jupiter Media Metrix

Digital Marketing/Web Statistics: Industry Trends

Innovation continues with an entrepreneurial flair

- Speed of information (need vs. desire)

- Major shifts happen about every 6 months

- Ability to be agile and adaptable critical

Digital Marketing/Web Statistics: Industry Trends

Driving Forces:

- Personalization

- Expression

- Immediate Access

- Information/Content

Expectations: Who’s Out There?

Audience Focus: Millennials

New generation of prospective students and young alumni

Unlike any previous generation and do not fit traditional communications models

96 minutes of each day online.

55% of 14-18 year olds have own cell phones

83% communicate utilizing instant messaging

Accustomed to sophisticated digital communications, choice, and their own power as consumers.

Audience Focus: Millennials

A.K.A.: Generation Now, Generation Y, Echo Boomers, Digital Generation, Mosaics

Group of 6-25 years old

Diverse, confident, optimistic, laid-back, resourceful, style-conscious, fun-seeking

Tech-savvy communicators

Audience Focus: Millennials

Good News for Higher Ed: A generation of brand-loyal joiners, networkers, and volunteers

Challenges for Higher Ed:A group of sophisticated consumers with high expectations for electronic communications, personal control, and service on the Internet.

Audience Focus: U.S. Adult Profile(Harris Interactive February-March 2002)

Online All

Age

18 to 29 28% 22%30 to 39 23% 22%40 to 49 23% 20%50 to 64 24% 18%65+ 5% 16%Gender

Men 49% 48%Women 51% 52%

Audience Focus: U.S. Adult Profile(Harris Interactive February-March 2002)

Online All

Race/Ethnicity

White 76% 76%Black 12% 12%Hispanic 9% 10%Education

High school or less 37% 52%Some College 31% 26%College grad/post grad 32% 22%Household Income

$25,000 or less 18% 25%$25,001 to $50,000 25% 29%$50,001 and over 46% 32%

Barking Squirrels & Magpies

New Media Technologies

Web sites - delivery–Standard PC–Tablet PC–Handheld PC–Wireless PDA–Wireless Phone–Wrist PDA–Television

New Media Technologies

Email/E Newsletters–Text Email–HTML Email–Email Attachments

•Flash•.exe•Etc.

CD-Rom

–Full size–Business Card Size–Custom Size

New Media Technologies

Messaging–EMS (Enhanced Messaging Services)

–SMS (Short Message Service)–MMS (Multimedia Messaging Services)–Instant Messaging (AOL, etc.)

Skins/PersonalizationBlogs–Text and Writing–Instant Web Photo (cam7.com and uboot.com)

New Media Technologies

Digitizing of familiar technologies to add more use:

- Automobiles

- Appliances

- Televisions

- Radios

- Phones

- Clothing

The Expansion into the Frontier

Future – The “Web Lifestyle”

“Like the electricity lifestyle of before, the Web lifestyle will be characterized by rapid innovations in applications. Because the infrastructure for high speed connectivity has reached critical mass, it is giving rise to new software and hardware that will reshape people’s lives.”

Bill Gates, Business at the Speed of Thought. 1999.

Future – The “Web Lifestyle”

Broadband

- 3G

- Digital Cable

- WiFi

Access

Phones/Handhelds/Wearables

Television/PC

Future – The “Web Lifestyle” – Higher Ed

Communication will speed up with all constituents with immediate access to information. Communication strategies will need to be updated to reflect the including crisis management and e-alerts.

Prospective students will expect instant access to admissions counselors and/or self-service advisors and will demand personalized content in all communications.

Current students will demand accessibility through digital networks (WiFi, 3G, etc.)

Current students will want more customization, far beyond the walls of their dorm rooms with Blogs, WiFi, access, etc.

Future – The “Web Lifestyle” – Higher Ed

Parents will want to access all information ranging from crime statistics to other campus data up to date from Web. As will the media. See communication strategy.

Parents will demand ecommerce payments for tuition

Parent’s will be more involved through digital communication options, including communicating with students, interacting and participating through virtual options.

A true consumer-centric world

Future – The “Web Lifestyle” – Higher Ed

Alumni will expect to be more informed and on their terms

They will stay more involved (see Millennial traits) but only until there is nothing left for them.

Donors will want more flexibility in gifting options with ecommerce.

A deeper sense of community and opportunities for better relationships will be present.

Future – The “Web Lifestyle” – Higher Ed Other Digital Opportunities

XML will be a tool that will begin to tie the loose ends together

Digital on-demand printing will provide options for greater personalization and customizable content.

Electronic communication, ranging from E-newsletters and E-Alerts through email and messaging services will provide additional “touch points” and customized opportunities.

Your Next Steps

Next Steps

Communicate

- Talk to administration

- Talk to peers

- Talk to experts

Pay attention

- Educate yourself and others

- Watch and learn from students. Ask.

- Establish partnerships

Next Steps

Plan with Flexibility

- Begin to assess the opportunities

- Identify future challenges

- Design change into your plan

Prepare

- Make wise decisions with a forward thinking mind

- Review and hone frequently

Repeat As Needed

Questions, Interaction and Brainstorming