Frontiers: Extending Your Brand into New Media

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• Frontiers Extending Your Brand into New Media
• Bart CaylorBrainstorm
• June 27, 2003

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• Preparations Known Paths

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Digital Marketing/Web Statistics Global Online
Populations

• 2002 580 million (Nielsen/NetRatings) 655
  million (ITU)
• 2004 709.1 million (eMarketer) 945 million
  (Computer Industry Almanac)

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(No Transcript)
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Digital Marketing/Web Statistics U.S. Households

• Number of Sessions per Week 9
• Number of Unique Sites Visited 19
• Time Spent per Week 7 31 21
• Time Spent During Surfing Session 49 06
• Duration of a Page viewed 01 58
• Nielsen//Net Ratings Audience Measurement
  Service. March 23, 2003

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Digital Marketing/Web Statistics High School
Seniors

• 99 of prospective college students have access
  to the Internet at home or school
• Sending and receiving email is primary reason for
  access, secondary homework. Fifth reason is
  college or career information
• Spend 96 minutes a day online.

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Digital Marketing/Web Statistics Advertising
Spending (in billions)

• Year Advertising Digital Marketing
• 2000 5.4 1.5
• 2001 5.7 2.0
• 2002 6.8 3.7
• 2003 8.6 6.2
• 2004 10.6 9.5
• 2005 12.9 13.8
• 2006 15.4 19.3
• Source Jupiter Media Metrix

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Digital Marketing/Web Statistics Industry Trends

• Innovation continues with an entrepreneurial
  flair
• - Speed of information (need vs. desire)
• - Major shifts happen about every 6 months
• - Ability to be agile and adaptable critical

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Digital Marketing/Web Statistics Industry Trends

• Driving Forces
• - Personalization
• - Expression
• - Immediate Access
• - Information/Content

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• Expectations Whos Out There?

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Audience Focus Millennials

• New generation of prospective students and young
  alumni
• Unlike any previous generation and do not fit
  traditional communications models
• 96 minutes of each day online.
• 55 of 14-18 year olds have own cell phones
• 83 communicate utilizing instant messaging
• Accustomed to sophisticated digital
  communications, choice, and their own power as
  consumers.

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Audience Focus Millennials

• A.K.A. Generation Now, Generation Y, Echo
  Boomers, Digital Generation, Mosaics
• Group of 6-25 years old
• Diverse, confident, optimistic, laid-back,
  resourceful, style-conscious, fun-seeking
• Tech-savvy communicators

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Audience Focus Millennials

• Good News for Higher Ed A generation of
  brand-loyal joiners, networkers, and volunteers
• Challenges for Higher EdA group of
  sophisticated consumers with high expectations
  for electronic communications, personal control,
  and service on the Internet.

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Audience Focus U.S. Adult Profile(Harris
Interactive February-March 2002)

• Online AllAge
• 18 to 29 28 22
• 30 to 39 23 22
• 40 to 49 23 20
• 50 to 64 24 18
• 65 5 16
• Gender
• Men 49 48
• Women 51 52

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Audience Focus U.S. Adult Profile(Harris
Interactive February-March 2002)

• Online All
• Race/Ethnicity
• White 76 76
• Black 12 12
• Hispanic 9 10
• Education
• High school or less 37 52
• Some College 31 26
• College grad/post grad 32 22
• Household Income
• 25,000 or less 18 25
• 25,001 to 50,000 25 29
• 50,001 and over 46 32

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• Barking Squirrels Magpies

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New Media Technologies

• Web sites - delivery
• Standard PC
• Tablet PC
• Handheld PC
• Wireless PDA
• Wireless Phone
• Wrist PDA
• Television

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New Media Technologies

• Email/E Newsletters
• Text Email
• HTML Email
• Email Attachments
• Flash
• .exe
• Etc.
• CD-Rom
• Full size
• Business Card Size
• Custom Size

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New Media Technologies

• Messaging
• EMS (Enhanced Messaging Services)
• SMS (Short Message Service)
• MMS (Multimedia Messaging Services)
• Instant Messaging (AOL, etc.)
• Skins/Personalization
• Blogs
• Text and Writing
• Instant Web Photo (cam7.com and uboot.com)

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New Media Technologies

• Digitizing of familiar technologies to add more
  use
• - Automobiles
• - Appliances
• - Televisions
• - Radios
• - Phones
• - Clothing

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• The Expansion into the Frontier

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Future The Web Lifestyle

• Like the electricity lifestyle of before, the
  Web lifestyle will be characterized by rapid
  innovations in applications. Because the
  infrastructure for high speed connectivity has
  reached critical mass, it is giving rise to new
  software and hardware that will reshape peoples
  lives.
• Bill Gates, Business at the Speed of Thought.
  1999.

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Future The Web Lifestyle

• Broadband
• - 3G
• - Digital Cable
• - WiFi
• Access
• Phones/Handhelds/Wearables
• Television/PC

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Future The Web Lifestyle Higher Ed

• Communication will speed up with all constituents
  with immediate access to information.
  Communication strategies will need to be updated
  to reflect the including crisis management and
  e-alerts.
• Prospective students will expect instant access
  to admissions counselors and/or self-service
  advisors and will demand personalized content in
  all communications.
• Current students will demand accessibility
  through digital networks (WiFi, 3G, etc.)
• Current students will want more customization,
  far beyond the walls of their dorm rooms with
  Blogs, WiFi, access, etc.

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Future The Web Lifestyle Higher Ed

• Parents will want to access all information
  ranging from crime statistics to other campus
  data up to date from Web. As will the media. See
  communication strategy.
• Parents will demand ecommerce payments for
  tuition
• Parents will be more involved through digital
  communication options, including communicating
  with students, interacting and participating
  through virtual options.
• A true consumer-centric world

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Future The Web Lifestyle Higher Ed

• Alumni will expect to be more informed and on
  their terms
• They will stay more involved (see Millennial
  traits) but only until there is nothing left for
  them.
• Donors will want more flexibility in gifting
  options with ecommerce.
• A deeper sense of community and opportunities for
  better relationships will be present.

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Future The Web Lifestyle Higher Ed Other
Digital Opportunities

• XML will be a tool that will begin to tie the
  loose ends together
• Digital on-demand printing will provide options
  for greater personalization and customizable
  content.
• Electronic communication, ranging from
  E-newsletters and E-Alerts through email and
  messaging services will provide additional touch
  points and customized opportunities.

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• Your Next Steps

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Next Steps

• Communicate
• - Talk to administration
• - Talk to peers
• - Talk to experts
• Pay attention
• - Educate yourself and others
• - Watch and learn from students. Ask.
• - Establish partnerships

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Next Steps

• Plan with Flexibility
• - Begin to assess the opportunities
• - Identify future challenges
• - Design change into your plan
• Prepare
• - Make wise decisions with a forward thinking
  mind
• - Review and hone frequently
• Repeat As Needed

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• Questions, Interaction and Brainstorming