Strategic Marketing and Communications · 8. Year-over-year marketing campaign results. Jan. Feb....
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Strategic Marketing and Communications November 2018 | Board of Curators OPEN – EXT AFF M&A – INFO 2-1
Transcript of Strategic Marketing and Communications · 8. Year-over-year marketing campaign results. Jan. Feb....
Strategic Marketing and CommunicationsNovember 2018 | Board of Curators
OPEN – EXT AFF M&A – INFO 2-1
Think strategically to advance the
brand.
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We tell UMKC’s story with pride, passion and personality
MCOM Core Values
Deliver great customer service by
being responsive, flexible and
collaborative.
Provide seamless, integrated
marketing and communications.
Solve problems with creativity
and inspiration.
Build positive university
partnerships and team spirit.
2 3 4 5
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On July 1, MCOM became UMKC’s shared service provider
Creative Services
Digital Services
Strategic Communications
MarketingServices
UMKC-wide projects supporting strategic priorities, including:
• Recruitment and Retention• Fundraising and Friend
Raising• Chancellor/Provost
initiatives• Promoting Research
MCOM
Unit-specific projectssupporting unit priorities• 13 academic units• 8 administrative divisions• Various centers, institutes
and affiliates
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27%
9%
20%
19%
14%
11%Billboards
Paid Social
Display
Search
Video
Digital Radio
No. 1 marketing focus: Undergraduate recruitment
In-house/Owned
• UMKC websites• UMKC social media • Photography• Creative Services• Web development• PR • Video production management• Partner media
Paid media channels
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The Place for People Going Places
2014 2015 2016
2017
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2018-19: Fifth and final year of “Going Places”
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2+ millioneyeballs a week
17 millionimpressions in 2018
(through Sept)
Results
Texas + 6%
Nebraska+ 80%
Wichita area
+ 20%
Columbia area
+ 39%St. Louis+ 12%
Enrollment growth:
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Year-over-year marketing campaign results
Jan Feb Mar Apr Aug Sept Oct Nov Dec2015 4,651 6,031 6,091 5,330 5,826 16,571 18,455 15,263 9162016 7,006 9,502 8,617 7,906 6,636 19,993 24,913 22,655 9062017 146 118 4,005 15,082 8,744 27,236 35,555 13,738 1022018 220 7,434 22,533 24,331 18,543 41,837
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Pageview of UMKC.edu/goingplaces
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Brand storytelling: #UMKCGoingPlaces
• 200+ student profiles added to “UMKC Going Places. Our Students. Our Story”
• “Dynamic Duos” featuring faculty/student mentorships. One new one per month.
• Alumni storytellingfeaturing recent grads doing great things with their UMKC degrees.
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Telling our story in social media
2 million
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Alumni Storytelling
Faculty/staff and student mentoring duos
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2019: Building a new campaign
Research under wayThree phases: Focus groups in key markets, quantitative research, position statement testing
Fall 2018 Winter 2019 Spring 2019 August 2019
Development of new campaign creative
Create new commercial, new messaging, new advertising plan
Launch
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GRADUATE PROGRAM MARKETING
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2.7 million
impressions in 2018 (through Sept)
School of Nursing and Health Studies
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Bloch School of Management
Digital marketing for PMBA, EMBA, Accounting, Finance and Bloch rebrand
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400%
PMBA: In-house campaign, huge results
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Bloch rebrand: Outdoor, digital and community engagement
Billboards
Bus wraps
Digital Ads
Big Block
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Marketing partnership: Sporting KC
7.4 million
impressions in 2018(through July)
UMKC Day at
Sporting KC
Youth Soccer Camps
On-campus appearances
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Next six months: Marketing infusion
Fall 2018 Dec 2018 April 2019 Fall 2019May 2019
Community engagement campaign
Heartland rate outreach
New scholarship promotional campaign
Kansas rate campaign
Launch new Home Suite website redesign
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Kansas and Heartland rates
New campaigns to promote two new tuition rates approved on Feb. 1, 2018.
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December 2018: New website
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QUESTIONS?
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