STEALTH TRACKER STEALTH TR STEALTH TRACKER Agenda: Review MyMajors Stealth Tracker Combined workflow...

29
STEALTH TRACKER STEALTH TRACKER STEALTH TRACKER STEALTH TRACKER STEALTH TR STEALTH TRACKER STEALTH TRACKER Agenda: Review MyMajors Stealth Tracker Combined workflow Tracker results & stats Mobile App • Questions MOBILE APP MOBILE APP MOBILE APP MOBILE APP MOBILE APP MOBILE APP MOBILE APP STEALTH

Transcript of STEALTH TRACKER STEALTH TR STEALTH TRACKER Agenda: Review MyMajors Stealth Tracker Combined workflow...

STEALTH TRACKER

STEALTH TRACKER

STEALTH TRACKERSTEALTH TRACKER

STEALTH TR

STEALTH TRACKER

STEALTH TRACKER

Agenda:

• Review MyMajors

• Stealth Tracker

• Combined workflow

• Tracker results & stats

• Mobile App

• Questions

MOBILE APP

MOBILE APP

MOBILE APP

MOBILE APP

MOBILE APP

MOBILE APP

MOBILE APP

STEALTH

Your Goals:

• Highly targeted leads of Students interested in attending Your University that match the optimal profile of successful students.

• Incorporate new technology to increase traffic to Your University Web site.

• Increase retention among current students

• Easy to use products that do the work for you

• Consistent communication with potential students of Your University

• Increase ROI on all marketing campaigns including direct mail

What distinguishes MyMajors from the “find a college” Web sites?

Educational Value

for the Student

MyMajors is an online resource whose mission is to assist students in choosing the right major.

matchesACHIEVEMENT with INTEREST

Recommending appropriate Majors(A student with poor grades in Biology will not succeed as a doctor...)

Not just another interest survey where students say "I want to be a doctor".

A Townsend Communications Company

ComputerScience

Journalism

Recommended Majorsin Ranked order

1. Biological Engineering2. Management Information Systems3. Computer Engineering4. Computer Science5. Chemical Engineering6. Mining Engineering7. Metallurgical & Materials Science8. Logistics9. Electrical Engineering10. Manufacturing Engineering

ACT & SATScores

+ =Academic Achievement&

Interest in the subject

Preferences, Interests& Extracurricular

Activities

Achievement Interest

Value for your Institution

Lead Generation – Student Search – Retention Video – E-mail – Targeted Banners

What distinguishes MyMajors from the “find a college” Web sites?

16,131 Students took theMyMajors Interview

in November!

Students taking the MyMajorsInterview are actively engaged

in determining their future success.

SEO Optimized: Search Engine Traffic to the site is up 120% over last year

Traffic and Usage Report

A Townsend Communications Company

More than 6,600 .edu links to MyMajors

Including:Auburn UniversityBradley UniversityBryn Mawr CollegeButler UniversityFlorida State UniversityGeorge Mason UniversityHeidelberg UniversityHoffstra UniversityIndiana State UniversityJohn Carroll University

Marshall UniversityMarymount UniversityMichigan State UniversityQuinnipiac UniversityRutgers UniversitySaint Norbert CollegeSt Joseph UniversityThe Ohio State University - MarionUniversity of California BerkeleyUniversity of Colorado at Denver

University of MissouriUniversity of Nevada Las VegasUniversity of North TexasUniversity of South CarolinaUniversity of Southern CaliforniaUniversity of St ThomasUniversity of Texas at AustinUniversity of VermontUniversity of WisconsinWentworth Institute of Technology

MyMajors.com is the#1 Google search

result for more than175 keywordsand phrases.

We're in the Top 5 results for more than950 keywords and phrases.

(past 30 days ending 10-26-10)

Nov 2010Past 12 Months

Monthly Average

Visits 102,737 754,041 62,837 Pageviews 546,744 4,536,361 378,030 Pages / Visit 5.32 6.10

Time on Site 5:33 5:36

Search Engine Traffic 81,603 565,567 47,131 Direct Traffic 13,986 117,383 9,782 Referring Sites Traffic 7,122 70,601 5,883

Completed Interviews! 13,208 96,817 8,068 Percent that start interview that finish 81.9% Percent that Opt-In 96.1%

We help you Select Your Target Student

Choose from over 300 data points. You will receive an email with a link to a CSV file that easily uploads into Excel or your CRM database. Weekly updates are posted to your account as students that match your search criteria complete the survey.

We Contact students that match your profile and “choose you”.

Leads: Students matching your search criteria are offered opportunities to connect with you and request information as they complete the survey.

Student Lead is sent to you for follow up; also in CSV file. Direct Response E-mail is sent on your behalf as students click on your banner. Attach a Digital View book or video to enhance the interaction.

We E-mail students that match your profile to generate additional leads.

Tracking software engages to reveal student interest and notify you when to take action.

E-Lead Generator email campaigns connect with students while they’re engaged... Links create multiple engagement points for the student to easily connect.

This is sent out automatically on your behalf.

Of course, the email will be approved by you before being put into use.

Engage and Inform when students research majors and search for colleges

Students spend more than 2 minutes on these valuable pages. Detailed information on more than 120 Majors.

Students connect with you as they Search for Colleges that offer specific Majors

Major ▲Videos

◄ Featured College

Unlimited Lead Generationand Student Database Access

Students taking the MyMajorsInterview are actively engaged

in determining their future success.

SELECT your target Student profile- Unlimited search lists and uploads from our student survey database- Over 300 data points to increase selectivity- CSV file easily uploads into your CRM or Excel

CONTACT through direct Inquiries- Guaranteed Leads - Unlimited Inquiries specific to your institution- Targeted search e-mail- E-Lead Generator

ENGAGE via MyMajors recruitment tools- Geo-targeted banner exposure on home page and site-wide- Links to your site from Major Information pages- Featured Video on Major Information Pages and Colleges Search

TRACK student activity on your Web site- Identify who, when and how often; including previous visits- Students are scored based on frequency of visit and page views- Automated contact is generated as student activity increases- Notifications alert your staff when to make contact

"MyMajors.com" is a great resource for opening a student's eyes to the wide array of possible college majors. Less than 40% of students complete collegein 4 years. One cause is thought to be the changing of majors. Help your students explore all their options - now: sign on toMyMajors.com."

- Candace W. Cushing, Associate Director of College Counseling King Low Heywood Thomas School, Stamford, CT

Lead Generation and Student Search

A Townsend Communications Company

Engage, Track, Scoreand prioritize your recruitment efforts

With the MyMajors Stealth Tracker, we offer a simple solution to engage, track and score visitors to your Web site. It requires little effort on your part other than enrolling the most interested students.

Identified- matchto data base

Tracking Stealth Candidates:

Know who is: - searching your Web site

- how often they visit- what they are viewing- time spent on your site

1. Apply Tracker codeto your Web site

All visitors to your site are recordedin our secure servers as unknown or"John Doe" prospects.

2. E-mailyour database

A customized e-mail embedded withthe Tracker Code is sent to yourprospect, inquiry or application databasewith links to the school's Web site.

3. Track - Scoreand prioritize contact

As Student Visit your Web site activity isscored and reported. Any previouslyrecorded visits are now identified.

This unique tool identifies, tracks and scores potential students, by name. Find out which students are most interested in you so you canprioritize your recruitment efforts. The Stealth Tracker Activity and Score Reports will show you how much time your target students arespending on your site, what pages they visit and how often (in detail) they return.

A Townsend Communications CompanyWeb Tracking sprouted by Beanstalk Data

"John/Jane Doe"visits tracked

Emailcontact

Previous "John/Jane Doe" Identified- match to data base

Ashley Williams1313 Westport RdKansas City, MO [email protected] YR: 2011

Score: 86

Number of visits: 5Pages Visited: 20

Sample of pages visitedAcademic overview 5-27-10Prospect students/Campus 6-12-10Student svc/housing 6-12-10Student Svc/dining 6-12-10prospect/ academ/calendar 6-13-10campus tour 6-14-10academic/admissions 6-21-10academic/architecture 6-21-10

MyMajorsStealth Tracker

Auto Follow-up:

Auto e-mail an E- Viewbook to allStudents that Score >20

Campus visit invite to score >50Auto Alert to Staff of Student >100

Student Profile Detail drilldown shows Pages Visited and date of each visit

This student’s first visit tracked ►

Tracker E-mail sent 6-14-10 ►

Tracking engaged

◄ Personal interest

◄ Academic interest

Tracker applied to Academy Web site on 5-5

Visits Tracked prior to email ►

Web Tracking Score Report - This is the most valuable report as it shows the most motivated prospects. Higher scores mean more page views and click thru.

Score:Open e-mail = 1

Click through = 5

Each page visited = 2

MyMajors Lead Generation with Stealth Web Tracking

9,000 Students each week take MyMajors survey

MyMajors Search and Lead Generation

1. Your University selects a profile of your target student

2. MyMajors identifies students that match the Your University target profile - you receive that refined "search" database to prospect.

3. As students complete the MyMajors survey and at several points throughout the site, each student is also presented Your University as a match.

4. Students that request information are linked to your website and their contact information, including MyMajors data is forwarded to your school as a lead.

Tracking

5. All students that match the target profile are sent a Tracker e-mail.

6. Student visits to your web site are tracked and as interest increases they are sent additional messages prompting them to contact the school.

7. Those that request information are sent to your school as leads.

8. Those that reach a predetermined "score" are then passed along to your school as leads.

Scoring

Open e-mail = 1 pt; Click through to your web site = 5 pts; Every web page viewed = 2 pts

* Include your entire inquiry and applicant pool in the tracking process to help you enroll a higher percentage of those that meet your profile needs.

Yes

Lead Sent toSchool

2. SearchDatabaseCreated

4. RequestInformation?

3. Schoolpresented as

"Recommended"

Student takesMyMajors survey

1. Studentmatches

School Profile

STEALTHTRACKER

5. E-mail sentwith Tracker

No

6. Student Visitsto Website

Tracked and"scored"

7. RequestInformation?

8. Score >50

Yes

Yes

SearchDatabase*

Inquiries*

Applications*

No

Increase ROI- return on investment -

The Stealth Tracker can help you increase ROI and efficiency. When you know which students are reacting to your search, you can better allocate resources to those most likely to enroll.

MyMajors Stealth Tracker Sample Customer Statistics

Tracker Campaign Stats

College 1 - Campaign 1 MyMajors targeted search E-mail Sent ………….6,600Opened ……………...274……. 4.2%Clicked through (tracking) …………….87………1.3% College 1 - Campaign 2Inquiry PoolE-mail Sent ………….1,535Opened ……………...216……. 14.1%Clicked through (tracking) …………… 42………2.7%

College 1 - Campaign 3Search list purchase E-mail Sent ………….32,337Opened ……………...589……. 1.8%Clicked through (tracking) …………… 48………0.1%

College 2 – Campaign 1Inquiry PoolSent …………………..10,009Opened ……………...815……. 8.1%Clicked through (tracking) …………….241……. 2.4%

4 of 7 studentsthat were

scored > 50had applied

to that school*

Ashley Williams1313 Westport RdKansas City, MO [email protected] YR: 2011

Score: 86

Number of visits: 5Pages Visited: 20

Sample of pages visitedAcademic overview 5-27-10Prospect students/Campus 6-12-10Student svc/housing 6-12-10Student Svc/dining 6-12-10prospect/ academ/calendar 6-13-10campus tour 6-14-10academic/admissions 6-21-10academic/architecture 6-21-10

For more information please contact: Townsend Communications, Inc. | 20 E. Gregory Blvd. • Kansas City, MO. 64114 | 1-800-274-8867 www.mymajors.com : [email protected]

STEALTH TRACKER

Tracked Students Summaries

College 1- Campaign 2 Average Median HighPages Viewed 6.8 3.5 35.0Score 26.9 16.0 116.0Visits 1.3 1.0 5.0

College 2 - Campaign 1 Average Median HighPages Viewed 8.0 3.0 98.0Score 25.4 12.0 213.0Visits 2.3 1.0 27.0

*Web visits indicate interest

Tracker results for college 1 indicate 4 of 7 students that were scored > 50 had applied to the school. Here’s where those students

are in the recruitment funnel:

2 had been accepted 2 more had applied2 were junior inquiries1 was of unknown status

An Innovative and interactive solution that will engage students on the go.

MOBILE APP

MyMajors Mobile APP

• Image Recognition

• QR Bar code scanning

• Featured School Listing

• Immediate Engagement of Students

• Student Incentive Program

• Important Announcement Notification

A single log-in for mobile and web give students the ease of use they demand.

It also gives us a way to track the activity within your campaign.

Login

Password

Sign in

FEATURED BAR CODE IMAGE DEALS & SPONSORSCHOOLS SCANNER RECOGNITION INCENTIVES CONNECT

▲▲ ▲ ▲ ▲

The App has a lot of useful functionality

The MyMajors Mobile app allows you to push “notifications” out as well.

For example, if you have an open house coming up, we can push that message out to the phones that are utilizing the application.

We are all aware that if you can get a potential student to visit campus, the chances of getting a paid enrollment drastically increase.

Bring your 2D marketing to life!

scan play

Your school Profile has phone, text, e-mail and web address

One touch to

APPLY, GET INFO and MAP IT

scan play

…The MyMajors Mobile App has BOTH Image Recognition and 2D bar code scanning.

The scanning device within the App allows students to “activate”

any of your online content through a QR code OR an image

scan – for immediate engagement.

Scan the Bar Code Or Image

Connect to anyWeb Based Content

You can offer DEALS like merchandise discounts or free application

…and broadcast messages to a target group of students inviting them to an open house or campus visit

MOBILE APP

Students opt-in to receive promotions and updates…

One touch allows students to take the MyMajors Survey▲

Students can FIND schools based on location, major or “near me”

Reports help you measure the effectiveness and ROI of multiple campaigns.

MOBILE APPContact and identify students in real time. Find out which students scan your ads, search your school or contact you. Sample Scan Report

Image QRScan source scans scans

College Outlook magazine 500 250Junior Search Mailing 250 150View book 300 100Inquiry Mailer 500 200Achieve magazine 200 175

Sample Featured School DataAPP function Count

Views 125Unique Visitors 94Clicks 31Text 250Phone 125e-mail 250Find – locate 500Apply 5

Usage report: Sample University

Detailed Drilldown Data Includes:

NameE-mailZipAgeGrad YearPhone

MOBILE APP

Sample Scan ReportImage QR

Scan source scans scans

College Outlook magazine 500 250Junior Search Mailing 250 150View book 300 100Inquiry Mailer 500 200Achieve magazine 200 175

Usage report: Sample University

scan play

Instantly engage students and measure the return on investment of your marketing programs.

Connect for details 816-361-0616 ● [email protected]

[email protected]@[email protected]@[email protected]

MOBILE APP

STEALTH TRACKER