Overview of DELTA Digital Marketing Processes

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Overview of DELTA Digital Marketing Processes

• Scott Cason
• Director, Marketing and Communications

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Reality Check University of Phoenix Q3 02 Q3
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Online Ad. Expenditures 142,261,000.00 (source
Net Ratings, Inc.)
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Overview of Digital Marketing Processes
Basic Objective Employ the most efficient and
cost effective media and supporting processes to
promote distance learning courses, programs and
services.
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Overview of Digital Marketing Processes

• Basic Elements
• Media research
• Targeted appeals
• Prospect Data Capture
• Prospect Management
• ROI measurement processes

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Media Research

• Internet as an Advertising Media of Choice
• 280.5 million people in the U.S.
• 182.13 million people are online
• 126.96 are actively online (w/in last 30 days)
• The average young adult spends over 16 hours per
  week on the Internet, and only 6 reading
• (sources Neilson, Harris Interactive)

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Media Research

• Internet Media Research
• _at_Plan
• Used to define target audiences, optimize
  solutions based on the target audience, and
  compare efficiencies across content, navigation
  and network sites.
• Media Metrix
• Offers the most comprehensive, accurate and up to
  date intelligence who visitors are to these sites
  and how the demographics of each site breakdown.

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Targeted Appeals
Internet Banner Ads and HTML Email
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Prospect Data Capture

• Program Splash Page
• Teases program details
• Invites continuing a relationship
• Helps build prospect profile
• Must offer something of value in return

Ex. Computer Programming Certificate Splash
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Prospect Management

• Prospect Management System
• Evaluate effectiveness of various media
• Measure inquiry levels
• Tailor communications with by profile
• Maintain relationships

Ex Prospect Mgt. Portal
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ROI Measurement Processes

• ROI
• Track prospects from inquiry to enrollment
• Establish metrics that help determine future
  marketing decisions (scale)
• Continue to build profile data on time to enroll,
  program, number of courses, etc.

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ROI Measurement Processes
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Questions and Discussion