Image and Marketing 20052006

1
Image and Marketing2005-2006

• A Mid-Year Report

2
Fall 2005

• New undergraduate recruitment publications
• Advertising (print)
• Video production
• Viral marketing concept and production
• Web site enhancement
• Graduate School open house and search materials

3
Undergraduate recruitment publications

• Search (150,000) and travel (50,000) brochures
• Viewbooks and envelopes (60,000)
• Acceptance package folders and guts (10,000)
• Undergraduate fact sheets
• Admissions Web site (in production)

4
Advertising

• Print Strategylarge ads in hometown papers, 8
  consecutive weeks, raise visibility, drive to Web
• Niagara Gazette (circ. 51,539)
• Batavia Daily, (circ. 14,000) Livingston Co. News
  (circ. 6,800)
• Rochester area
• 13 Messenger Post papers (Sunday/weekly
  subscription, 79,000)
• City Newspaper (103,000 readers each week)
• Syracuse area
• Eagle papers, 15 Central NY papers (54,635 paid
  circ., 158,441 readers)
• Buffalo area
• ArtVoice (63,000 copies, 280,000 readers each
  week)
• North Buffalo Rocket, West Side Times, Riverside
  Times (40,000 copies)
• Bee newspapers (38,000 copies, 108,000 readers)
• Others NextStep magazine, Transfer Guide
  Petersons Guide
• music educators publications

5
Video production

• High visibility project three 2-minute videos
  for high-demand programs (education, forensic
  chemistry, interior design) focus on the
  academic strength and competitive advantages
  these will be delivered via the Web also cut
  down to 30-second television spot (image,
  visibility), drive people to the Web
• LP Media, Troy, NY On-campus visit in
  September outline of features developed with
  faculty members scheduled shoot
• Filmed more 50 people over 52 hours in 4 days, on
  campus and off (Campus West, Visual and
  Performing Arts, Niagara County Crime Lab)
• Audio files completed by end of November, video
  editing in December
• Will be able to track downloads, forwards

6
Viral marketing

• Viral marketing (e.g., see something interesting
  on a Web site, pass it along) Word-of-mouth
  marketing (tell a friend)
• www.womma.org
• Goal Create a Flash segment to be delivered on
  the Web targeting 13- to 18-year olds, promoting
  the unique aspects of the college
• Hired Andy Beedle (Franklin and Marshall,
  Kettering University projects) in June visited
  campus in October
• Concept and script in November expect comps for
  review in December
• Launch date to be determined
• Will be able to track downloads, forwards

7
Web Most important marketing tool

• Chronicle of Higher Education, chronicle.com
• To Size Up Colleges, Students Now Shop Online
  (June 10, 2005)
• National Association for College Admission
  Counseling, www.nacacnet.org
• State of College Admission Report (2005)
• Art Science Group, StudentPOLL,
  www.artsci.com/studentonline.htm
• The Use of Technologies in College Choice
  (January 29, 2003)
• No Digital Divide (April 17, 2003)
• Lipman Hearne, www.lipmanhearne.com/resources
• Web Site Effectiveness Study (2002)
• Harris Interactive, The Harris Poll (Trends
  Tudes), harrisinteractive.com/news/newsletters_k12
  .asp
• How Do High School Students Select a College?
  (January 2005)
• Generation M Media in the Lives of 8- to
  18-Year Olds (May 2005)
• American Advertising Federation, Higher Education
  Marketing Newsletter, Communication Arts

8
Web Most important marketing tool

• New features (last 6 months)
• Accepted students site and electronic bulletin
  board (http//wwwu.buffalostate.edu/forum/index.ph
  p?actidx)
• Google-Mini, new search engine
• Student mail page (http//webmail.buffalostate.edu
  /)
• Student computing section (http//www.buffalostate
  .edu/computing.xml)
• Student quick polls (http//www.buffalostate.edu/s
  tudents.xml)
• Podcasting (http//www.buffalostate.edu/podcasts.x
  ml?podcatid15)
• Blogs (http//blog.buffalostate.edu/theater/)

9
(No Transcript)
10
Web metrics

• http//www2.buffalostate.edu9999/
• Login guest password guest
• 2004-2005 average 356,348 sessions per month
  daily average 11,715 visitor sessions
• A session' is defined as a series of clicks on
  your site by an individual visitor during a
  specific period of time. A session is initiated
  when the visitor arrives at your site, and it
  ends when the browser is closed or there is a
  period of inactivity.
• September 490,707 October 588,784 November
  daily visitor sessions average 21,089

11
Web metrics

• October 2004
• 365,315 total visitor sessions
• 226,832 visitors NOT from Buffalo State IP
• October 2005
• 588,784 total visitor sessions
• 354,356 (60) visitors NOT from Buffalo State IP
  address
• Examples of specific data available
• From ECC 324, from UCLA 324 from Buffalo
  General Hospital 255 from U.S. military 744

12
Web metrics
13
Web metrics
Ability to track response to postcard mailings
14
Web metrics lots of data available
15
Web Final word

• Constantly assessing and improving the Web
  experience
• Web usability studies
• Online user survey (http//www.buffalostate.edu/sp
  otlights.xml163)
• Continual client (faculty, chairs, students)
  feedback
• SUNY, regional, national recognition
• 2005 University College Designers Association
  Award of Excellence
• 2005 CASE District II Bronze 2004 CASE District
  II Silver
• Recognition on national sites 11/14/05 Slate
  has listed Buffalo State in its Podcast Roundup
  along with schools like Harvard and Stanford.
  Find out more about publishing your own podcast
  or downloading Buffalo State podcastslike WBNY's
  All-Talk Monday shows or campus poetry
  readingsthrough Apple's iTunes Music Store
  today!
• Dartmouth used our CMS plan as a model

16
Spring 2006

• Advertising (print, tv, outdoors) March
• Viral marketing launch
• Videos available on the Web site promotion
• Yield campaigns
• Mug mailing
• Postcards to accepted communication, forensic
  chemistry, criminal justice, and education majors
• Outreach and visibility in high schools
• Pennants(!)
• Graduate School

17
Advertising

• Print (8 weeks, mid-February through mid-April)
• Same style ads
• Same media outlets as fall plus
• Criterion
• Long Island (Newsday 5, Long Island Press)
• Community college papers or local papers in
  selected regions
• Buffalo News 5, NACAC college fair guide

18
Advertising

• Television (mid-March)
• 30-second spot ads for 2-week period
• Buffalo Niagara region
• Rochester region

19
Advertising

• Outdoors (March)
• Third medium for reach and frequency (high
  visibility)
• 5 large boards on major highways in WNY
• 290 E, 33 E, 33 W, 190 N (by NCCC), Milestrip
  Road (by ECC South)

20
Yield direct mail campaigns

• Communication, criminal justice, forensic
  chemistry (continued from last year)
• Education
• General mailing to accepted students
• Reduce premiums in package possibly tie to yield
  events

21
Outreach and visibility in high schools

• Orange felt Buffalo State pennants for guidance
  counselors
• Possibility Series of posters (working with 2
  concepts)
• May also be used in community colleges

22
Graduate School

• Spring 2006
• Open house or information sessions
• Print, radio, direct mail?
• Fall 2006
• Comprehensive information brochure
• Replacement for fact sheets, fall 2006
• Program-specific marketing (e.g., SPA, Creative
  Studies, Museum Studies)
• Purchase lists, direct mail, advertising

23
Planning for 2006-2007

• Considering the cost and effectiveness of
  replacing undergraduate fact sheets with a series
  of more substantial brochures that could double
  as direct-mail pieces (working on prototype)
• New Admissions and Graduate School Web sites
• Continue to raise awareness and build image in
  Buffalo Niagara, Rochester, Central NY, and Long
  Island through advertising
• 2007-2009 Undergraduate viewbook and collateral
  materials update and reprint, make some design
  and copy changes, or completely redesign?
• Intellectual Foundations requirements need all
  new materials
• E-mail search campaigns

24
Planning for 2006-2007

• Need to make decisions, begin creative process,
  production and placement decisions six- to
  12-months in advance of implementation
• 150 other publications and projects on CR list,
  need to prioritize
• How can you help?
• Keep College Relations informed
• Events, research projects, awards, interesting
  student and alumni stories
• Anything that speaks to the academic excellence
  of our faculty, students, and programs Need to
  demonstrate academic excellence, not just say,
  were good
• Proud Points on the home page, articles for
  Insider, 1300 Elmwood, items for undergrad
  admissions materials
• Keep Web sites up to date (well help!)
• Let us know how we can help you, but we need lots
  of advance planning and production time!