EMarketing

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E-Marketing

• Marketing Roundtable
• 2/18/09

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Agenda

• Advance and Convio (Walt)
• E-mail address acquisition (Key, Sue, Ryan)
• E-mail, e-newsletters metrics (Elise, Bryan)
• Taking print online when to keep print (Kathy
  Elise)
• Web guidelines and resources (Gina)
• Blogs (Gina)
• Facebook (Elise)
• YouTube, iTunes U, video (Harry)

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Model for sections

• Part of marketing best practices effort
• Tactic/topic
• Description, pros/cons, examples/how to
• Discussion
• Q A other examples, grow knowledge base
• Next steps
• Contacts resources, build/join group,
  workshop/training/follow on meeting

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• ADVANCE CONVIO

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Advance Convio Defining Terms

• Data any information we have about an
  individual first/last name, e-mail address,
  degree(s) earned, ZIP code, etc.
• Advance the database of alumni, donors, faculty,
  and staff maintained by Advancement
• Convio the Web-based software we use to send
  bulk HTML e-mail

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Why Weve Linked Advance and Convio

• Already a process for keeping Advance up to date
• Pulling Advances clean data into Convio
  minimizes maintenance
• Rich Advance data ? personalized Convio e-mail
• You can target by
• Graduation year
• Degree
• Zip code
• Giving affinity
• Employer
• And more (including giving level)

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What about non-Advance data?

• If its a long-term relationship, the data should
  be in Advance Donors, alumni, business/community
  partners, faculty, staff
• If its a temporary or frequently changing
  relationship, the data can be loaded directly
  into Convio Leaders at peer institutions,
  prospective students, current students

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• E-MAIL ADDRESS ACQUISITION

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Determine where you stand

• What e-mail addresses do you have?
• How many e-mail addresses did you collect last
  year?
• How did you get them?
• Audit how you collect solicit e-mail addresses
• Events, forms, phone, direct mail, web,
  publications, etc.
• How do you use e-mail addresses currently?
• Number sent, to whom, how, where store

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Determine Metrics Goals

• Benchmark yourself
• Goals Metrics
• Set realistic goals based on your situation
• Measure results of activities
• Closely track your trend line
• Measure tactics to see what works

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Collect the Right Information

• Asking for e-mail addresses everywhere
• Event RSVP/check-in, pledge forms, gift receipts,
  change of address, thank-you notes, your own
  Rolodex, etc.
• Get the right information
• Ideal minimum set first name, middle initial,
  last name, e-mail address, and ZIP code
• Optimal information degree(s), year(s) of
  graduation, mobile phone, land line phone,
  physical address, employer, etc.
• Additional options to suit your unit's needs

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Incentives for Giving UW Your E-mail

• Receive compelling content tell show them
• Go green environmental sustainability
• Help UW be more cost efficient
• More control for you customize what you get
• Maintain closer ties to the UW
• Two-way communication, faster, UW.edu e-mail
• UW will protect your information
• Privacy standards
• Opt-in-opt out language

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Leverage Ongoing Print Pieces

• Write a story, run an ad, add a link, do a blow
  in, etc. to promote e-mail address acquisition
• Not a onetime activity but ongoing
• Examples
• Arts Sciences Perspectives
• Foster Schools Business magazine
• Have realistic expectations
• 1

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Hybrid Reduced Print adding Email

• Add story, ad, link, blow-in card, etc., in the
  editions you do publish
• Add e-communication in lieu of the issues you
  no longer print and mail
• Design the e-communication from scratch
• Consider utilizing broad reach publication like
  Columns or A S Perspectives for a special
  section or insert

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Hybrid Examples

• Campaign newsletter
• Sending letter/postcard announcing change to
  current recipients soliciting e-mail addresses
• Adding pages to Columns magazine to service
  current and expanded audience
• Adding e-newsletter to all addressable donors
  with e-mail addresses
• Try smaller formats like a postcard or shorter
  newsletter and push to the Web
• Libraries example

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If Discontinuing a Publication

•  Send a postcard or letter explaining why,
  soliciting e-mail addresses, and pointing out
  other communication activities that will
  substitute for the publication
• One time activity
• The Foster School sent out a business card
  collection letter that garnered about a 10
  response rate
• In conjunction, prominently promote your
  e-communication on your Web site

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Leverage Your Web Presence

• Add button, link, tile, ad, etc. to collect
  emails
• Put on all pages of your site consistently
• Could be stay in touch message
• Offer sign up for e-newsletters or other online
  publications
• UWTV example http//www.uwtv.org/newsletter/index
  .asp
• Invest in your web site to make it a destination
  your audience will find valuable

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Online forms

• Drive people to an online form for customer self
  service
• Advancement
• http//uwfoundation.org/convio/iframe.asp
• This form can sit on any unit Web site and, with
  a small amount of customization, display only
  that units offerings
• Contact Ryan Hagg, ryanth_at_u, x50679
• UWAA form
• Contact Mark Stewart, mark47_at_u, x3-7901
• Unit specific forms
• Make your own

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Leverage Advancement Activities

• Annual Giving to include ask for emails
• Student calling to include ask for emails
• Add link on Foundation.org page
• Add to online donation form
• Front-line fundraisers, CDO/CRO to request
• Utilize Advance to input data
• Send e-mail to updates_at_u.washington.edu
• Utilize the Convio e-mail system

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Leverage UWAA Activities

• Columns to drive sign-ups via story, ads, etc.
• Consider using Columns to meet your print needs
• Letters to new members renewals soliciting
  e-mails to get full benefit of membership
• Change-of-address link in footer on all pages
• E-newsletter templates for units
• Coming soon Free UW.edu e-mail address
• Events

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Leverage UW Marketing Activities

• Consulting
• Marketing best practices
• E-newsletter templates
• RBI deliverables (templates, look feel, etc.)

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• EMAIL METRICS

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E-mail Rules of Thumb

• Keep it short, scannable, and simple
• If you want to get fancy, save it for the Web
• Give them at least one takeaway
• Invest time/thought into the subject line
• If you want them to click a link, give them a
  compelling call to action
• Strive for an open rate of at least 23higher if
  its a small list of recipients
• Strive for a click-thru rate of at least
  6higher if theres only one call to action

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E-mail Frequency

• Ideal minimum quarterlybut only if you can
  commit to it!
• Greater frequency OK for
• Breaking news
• Deadline reminders
• Event invitations/reminders
• Other specific, timely calls to action (e.g.
  request for volunteers for a specific activity)
• Let relevance/content quality be your guide

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Circulation Management

• People were contacting have multiple
  relationships w/the UW
• To avoid overloading them
• Be proactive (plan!), not reactive
• Give them control over what they receive
• Dont forget to factor in print
• Coordinate University-wide UWAA, UW Foundation
  UW Marketing are working on thisBryan Daisley is
  our fearless leader!

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Options for Using Convio to Send HTML E-mail

• If your e-newsletter is primarily for alumni,
  with the UW Alumni Association. Contact Malik
  Davis, x65303 or malikuw_at_u.washington.edu.
• If it is primarily for fundraising, work with the
  UW Foundation. Contact Ryan Hagg, x50679 or
  ryanth_at_u.washington.edu.
• If it is primarily for other audiences (like
  internal) or has a fast turnaround, work with
  CreativeCommunications. Contact Heather
  Prenevost, x31663 or heatherp_at_u.washington.edu.
• If you work in a unit where you have access to
  someone with technical expertise and you have
  some experience with HTML code, you can receive
  training on how to use Convio yourself. Contact
  Elise Daniel, x68923 or eperdan_at_u.washington.edu.

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• PRINT ONLINE

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Print vs. E-mail

• Use print if
• It has shelf-life value
• Absolute consistency of appearance is important
• You know your audience doesnt use or doesnt
  respond well to e-mail
• Use e-mail if
• The turnaround time is tight
• Money is tight
• You need to contact your audience frequently

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Print vs. E-mail Factors to Consider

• Before you go for the cheaper e-mail solution,
  talk to Kathy Hoggan about ways to do print
  economically
• Do a hybrid approach
• Small print run for high-value, non-technical
  target audience
• Send e-mail to everybody
• Get feedback
• Ask your constituents how they want to receive
  info
• Keep an eye on e-mail performance metrics make
  sure its helping you achieve your goals

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Print vs. E-mail Factors to Consider

• How many e-mail addresses do you have?
• Can your audience receive HTML e-mail?
• Most e-mail programs can
• But Outlook blocks images by default
• What about WebPine? Percentages of WebPine use
• UW Staff 76
• UW Faculty 69
• UW Grad Students 60
• UW Undergrads 54
• As of Oct. 2008. Data source UW Technology

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• WEB GUIDELINES

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Web Basics

• Does the UW have Web style guidelines and
  standards?
• The value of a UW style guide
• Getting Started on the Web
• Examples of the new logo and wordmark

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• BLOGS

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Blog Basics

• What is a blog?
• Pros and Cons
• How do I start a blog?
• When does it make sense to use a blog?
• Examples of UW blogs that show different uses
• Learn more about blogs and blogging

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• FACEBOOK

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Facebook Facts

• Launched in Feb. 2004 as a site for university
  students and faculty in 2007 opened to all
• UW page launched April 2008
• More than 110 million active users Washington
  network has 61K
• Fastest growing demographic 25 and older
• 100,000 age 64
• 310,000 age 4563
• 380,000 age 3544
• 3 million age 2534

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Facebook Pros

• You should consider using Facebook if
• Your target audience is primarily students or
  young alumni.
• You have the resources to monitor the page daily,
  answer fan questions, and update it at least
  monthly.
• You have content that is specific to your unit
  and doesnt duplicate content on the UW page.
• You have Facebook Friends who will become fans of
  the page and help promote it.
• You have a strategy for addressing controversies
  or crises related to your unit that might lead to
  increased activity on your page.
  

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Facebook Cons

• Youre not ready for Facebook if
• Your unit has control issues
• You are unwilling to become part of the Facebook
  community yourself
• You think you can just let your student interns
  manage it
• You think you can manage it without some student
  involvement

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Examples UW on Facebook

• Some of the UW Schools and Departments on
  Facebook
• Evans School of Public Affairs
• UW School of Law
• UWAA
• Undergraduate Research Program
• Some of the UW leaders on Facebook
• Mark Emmert
• Phyllis Wise
• Jim Jiambalvo
• Ana Mari Cauce
• Ed Taylor
• Harry the Husky!

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• YOUTUBE, iTUNES U, VIDEO

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Video Assets

• iTunes U (existing)
• YouTube (coming soon)
• Storage/serving up videos (SIG is exploring)
• Make your own Resources are everywhere
• Check out a video prepared exclusively for the
  Roundtable to show what you can do with limited
  resources and only basic skills!

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• NEXT STEPS

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Best Practices Toolkitat www.washington.edu/exte
rnalaffairs/uwmarketing/bestpractices

•   
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• Remember This information will be added to and
  updated regularly. Check back often!

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Other Topics to Follow

• Branding
• Advertising
• Events
• Marketing Planning
• Operations
• Promotions
• WHAT ELSE IS NEEDED?

• E-mail
• E-vites
• SMS/Text
• E-surveys
• Social media
• LinkedIn
• MySpace
• File Sharing
• Publications
• Print to Web
•  

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Next Steps

• Please help us grow the knowledgebase
• Which topics from today do we want to have follow
  up on?
• Training, group, etc.