MarComm Data Presentation
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Transcript of MarComm Data Presentation
Marketing & Communications B-School Benchmarking Data
Conducted by Emory University
Goizueta Business School
Prepared by: Ms. Kamaria Hill
1
Survey Overview • Series of 20+ questions
related to staff, organizational structure, budget and time focus and outreach efforts
• 21 total respondents across 14 institutions
• Distributed following 2013 AMA conference and thru LinkedIn Group
• Questionnaire shaped by input from attendees
• Collected over 2 month timeframe
2
Participating Institutions • Arizona State University
• California State University
• Carnegie Mellon University
• Emory University
• Isenberg School of Management
• Rice University
• SMU Cox School of Business
• The Ohio State University
• University of California
• UC Irvin
• University of Georgia
• University of Maryland
• William & Mary School of Business
• Vanderbilt University 3
Leadership by Title Q: What is your title?
0
0.5
1
1.5
2
2.5
3
3.5
4
C-Level Titles Director LevelTitles
Other
4 4
3
1
2 2
1
CMO
Executive Director
Director
Senior Director
Assistant Dean
Senior Associate Dean
Specialist
Total Respondents: 21 4
Program Offerings & Reporting/Planning Structure
Q : Which of the below programs does your school have? Of these, which does the marketing/communications function support?
Exec Ed, BBA and PhD are areas with less than avg support Total Respondents : 16
02468
1012141618
BBA FT MBA PT MBA ExecMBA
Exec ED Masters Other PhD
11
18
15 14
12
16
9 9
5
2 4
2
8
2 3
5 5
1 2
5
1 3
7 6
Yes & Support Yes, but No Support No
5
0%
5%
10%
15%
20%
25%
30%
35%
40%
BBA FTMBA PTMBA ExecMBA ExecED Masters
25%
37%
31%
26%
21%
24%
% Time/Effort
% Budget
Time/Effort & Budget Allocated to Programs Q: What % of Time/Effort AND Budget does the MarComm group provide towards each area?
Program size did not seem to proportionately affect time/effort or budget Total Respondents: 16 6
Faculty Members Q: How many faculty members (full-time and adjunct, but not lecturers)
do you have within the business school?
0% 5% 10% 15% 20% 25% 30% 35% 40%
Don't Know
100 <
76-100
51-75
26-50
> 25
5%
40%
25%
20%
5%
5%
B-School Faculty Members
The majority of respondents manage schools with less than 100 faculty members Total Respondents: 16
7
Input AND Authority Q: Using the below list of departments/areas, please tell us which
groups have input and/or authority over the objectives of MarComm?
0 2 4 6 8 10 12 14 16
Other
Main College/Univ.
Faculty
Program Offices
Admissions
Dean's Office
Input Authority Input AND Authority Neither Vague/Unclear Relationship
School’s seemed split in their relationship with admissions and/or program offices, but almost all Dean’s Offices were clearly held esteemed positions
Respondents Total: 16 8
Influence, Planning & Execution Q:In relation to the marketing and admissions/recruitment relationship, which efforts does
MarComm influence at your school? Which are you involved in the planning and/or execution?
0% 20% 40% 60% 80% 100%
Efforts NOT Influenced
Other
Yield Reports
Admissions Events
Prospect Comm
Target Cities
Travel
50%
38%
38%
88%
38%
19%
24%
57%
48%
38%
76%
57%
14%
Efforts Influenced by MarComm Involved in Planning & Execution
9
¼ of admissions depts do NOT include input from MarComm, while more than 3/4ths of communication to prospects is impacted by the group
Respondents Total: 16
People Resources Q: How many people work in your Marketing and Communications group?
0% 5% 10% 15% 20% 25% 30% 35%
< 10ppl
8-10ppl
6-8 ppl
3-5 ppl
> 3 ppl
29%
5%
19%
33%
14%
Total Team Members
10
Groups seem clustered around 5 or less or more than 10, but not directly aligned to their school’s size/enrollment
Respondent Total: 14
Direct Reports Q: How many people report to you directly?
0% 10% 20% 30% 40%
< 6 ppl
4-6 ppl
1-3 ppl
None
33%
38%
19%
10%
Organizations are largely flat, with most teams having few level between entry and upper management
Total Respondents: 14 11
Workload by Staff Members Q: Based upon marketing/communications areas and people resources allocation, how many individuals in the MarComm organization are directly responsible for each area.
1 person 2-3 ppl 4-5 ppl None, this is
outsourced
We do not provide these efforts
Copy/Creative
Writing 3 9 3 4 2
Graphic/Collateral
Design 6 6 2 6 1
Magazine/Alumni
Communications 3 7 5 2 4
Paid
Advertising/Media
Buying
6 5 1 7 1
PR/Media/
Communications 7 9 1 4 0
Social Media 10 9 0 1 1
Website content
management 2 10 8 0 1
Website Dev/
Coding 2 11 2 4 2
Other 2 5 2 3 2
Metrics/Analytics 8 7 1 3 1
CRM/Reporting 6 5 1 1 4 12
Aside from SM and Analytics, most tasks have redundancy of staff. Media Buying, Graphics and Web Development are
greatly outsourced, likely due to their
high headcount cost and turnover.
Total Respondents:
16
Skill Acquisition Q:If given additional funds for headcount, what would be your top priority
and most important need in terms of skill acquisition for your team?
0% 5% 10% 15% 20% 25% 30%
Graphic/Digital Design
Wed Development
Copy Writing
CRM/Reporting
PR/Media
Metrics/Analytics
Communications
Web Content Mngt
22%
15%
13%
12%
8%
8%
6%
5%
13
Jobs with high technical skill or proficiency are in large demand, despite most reporting already having some help in these areas
Total Respondents: 14
Budgeting/Outreach Q:Considering your current resources, please share what percent of your total
budget is spent towards the following areas:
0%
10%
20%
30%
40%
50%
60%
31% 33% 31% 29% 26%
51%
38%
14
32%
Only Advertising outspends SG&A, but most work (if done) is even expense Total Respondents: 14
Paid Advertising Efforts Q: For your paid advertising efforts, which of the following
types of marketing have you done in the last 18 months?
0% 20% 40% 60% 80% 100%
Other
Online Radio
Outdoor Ad
Print Ads
Sponsorships
Radio Spots
Social Media
Search Ads
Banner
33%
62%
71%
71%
76%
81%
81%
86%
90%
More than 80% are running online and off-line efforts
Total Respondents: 16
Marketing Budget Allocation Q:Considering all of your marketing dollars for prospective-focused efforts,
what percent of your budget do you allocate against the following (reported in averages):
0%
10%
20%
30%
40%
50%
60%
70%
80%
Prospects withinlocal DMA
Prospects outsideof local DMA
InternationalProspects
67%
48%
28%
16
Standard dev was +30 pts across schools, heavily weighted by geographic location and rank Total Respondents: 15
DMAs & Marketing Efforts Execution Q: In how many DMAs (both domestic and international), outside of your own, do you
currently execute marketing efforts?
0% 10% 20% 30% 40% 50%
< 10 DMAs
7 -10 DMAs
4-6 DMAs
1-3 DMAs
17%
11%
22%
50%
17
75% of respondents were marketing in fewer than 6 DMAs total, with most in less than 3 Total Respondents: 16
New Marketing Efforts and Directions Q: In terms of new marketing efforts and directions, which of the following, if
any, are you looking to pursue in the next 12-18 months?
0%
10%
20%
30%
40%
50%
60%
70%
Social MediaHub
Paperless/pdf.Collateral
AppDevelopment
Other MobileWebsite
33% 38%
43%
57% 57%
Other options included faculty blogs, CRM and personalized website development Total Respondents: 16 18.
Questions From Respondents • Content management
– How do teams develop and manage CMS? How much is done internally versus outsourced? Alumni content & communications--is that managed by you or via an external university-wide alumni association?
– We're going fully responsive with the website in the next 15 months. Interested in how others are tackling the issue of content management/website/platforms.
• Dept Structures
– How are the school’s MarComm structures made? How do you manage the admissions/mktg split? How much of the lead nurturing is owned by marketing?
• Metrics
– How are metrics done/ROI given? Who uses an agency and what are fees?. Have others had success in bringing this intelligence in-house?
• Budgeting
– How (and by whom) are budgets set? Our budgets are decentralized and MarComm has little influence on the use of those budgets. We have made improvements over the past few years by forming tighter relationships with individuals in each of the program areas but there is still work to be done. 19