Integrated Marketing - Slide Show

Relevance, Relationships & Revenue
Successfully Integrating your K12 Market Strategy
EIA University, 2014
Building Relationships
What does it take to grow your business in K-12 today?
Strong Value Prop Accessible Support Clear Prospect Audience
Great Product
Brand Recognition
Visibility
Fans & Evangelists
Copyright 2014 Market Data Retrieval
The Importance of STORY

Know your customers story and become part of it
Intertwine your story with theirs Use a mix of tools to become a relevant voice
How can you find the right mix of channels to become a relevant voice to your customer?
Define your market

What does my customer look like?
Segmentation at the rooftop level
Historically, weve had a very building-centric view Enrollment, poverty indicators, and Title I funding drove marketing strategy from the rooftop down to everyone in the building A demographics-based approach can be useful in determining high-level targeting
Define your customer

ASK: What does my customer look?
More and more opportunity to understand the prospective buyer as a person Firmographics and psychographics can enhance demographics
Know not only who to market to but how to market to them
Understanding behaviors can better position your marketing message
Harness all the data you can

Contact Demographics Occupational
Financial
Buying Behaviors Social Media Direct Marketing Channel Preference Advertising Receptivity Interests
and get started with analysis
Understand educator behavior

64% of educators check their email on a wireless mobile device 77% of teachers make buying decisions based on personal recommendations 74% of educators purchase products for teaching online
How does this research affect my strategy?
Source: Digital Marketing Trends in the Education Market 2013: A Comprehensive Analysis of the 2011-2012 School Year
Use data to define your strategy and shape your tactics

What is the profile of my best customers?
Use research to shape your go-to market strategy
Where can I find them?

Use an integrated strategy to introduce your brand, invite them to engage, and build a relationship
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Heres an example
Who is todays educator, and how can you engage with her using an integrated strategy?
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Copyright 2014 Market Data Retrieval 11
Meet Michelle Swan

Bachelors degree 24-year-old, single female Resides at 123 College Street, New Haven, CT Rents condo Heavy social media user, Twitter user, blogger Uses Internet for professional and personal use involved in iPad pilot program in her school 3 years teaching third grade at Center School, Shelton, CT
Median HHI $65,000$80,000

Prefers to purchase online Prefers solicitations via email and mobile
Strongly influenced by social/mobile site/blogs/reviews
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Connect with Michelle at all her favorite touch points

Michelle visits the WeAreTeachers Facebook page and sees a discount promotion on your product, with positive comments about it from other teachers.
Michelle reads a tweet from WeAreTeachers that links to an Infographic about classroom managementand it references your product.
Michelle sees your Display Ads on various sites she visits throughout the day and remembers how helpful your newsletter was.
She Googles your company, visits your website, and signs up on your email list.
Michelle gets your email newsletter, full of helpful teaching tips. She puts one idea to use in her class the very next day, with great results.
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Over multiple impressions, Michelle develops a positive association with your brand
Using the discount code from FB, she purchases your product and creates and executes a successful lesson with it. Now a loyal brand fan, Michelle: Writes about her positive experience on her blog Tweets her teacher friends about it Likes your page on Facebook Pins photos from her lesson featuring your producton her Pinterest board
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So how can you make the most of every channel?

Lets talk about:
Creating an effective presence at industry events and trade shows
Maximizing email to generate and nurture leads

Incorporating display advertising Social strategies and content marketing
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Trade Show Strategies

Metrics Presence Social Media
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Get Serious About Metrics
Establish a metrics tracker and update every event
Define metrics to evaluate preand post-event activities as well as on-site
Establish a Hot Lead objective and track it
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Assume Nothing About Your Team Youve worked hard to create a lovely exhibitnow get out.
Exhibit
HEADS UP
Talk to anyone, but dont encourage everyone.
Social Media: Include or Stay Home

If you arent integrating social media domains into your events strategy, you might as well stay home Leverage communities to drive traffic on-site and online Get involved with event/association communities Invite third parties to contribute to your social media content
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Making the Most of Your Digital Channels
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Email Marketing
A marketers bread and butter Educators preferred channel
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Percentage of Teachers Purchasing an Educational Product or Service as a Result of an Email Advertisement
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Amount Spent by Teachers Who Purchased Educational Products as a Result of Email Advertisements
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Direct Marketing Channel Preference
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Channel Effectiveness
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Best Practice: 3 Checks

What is the campaigns goal?
What is success?
Does your call-to-action support the goal?
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Best Practice: Design and Landing Page Optimization

Important Aspects of Email Design Images Image Suppression Mobile Increase in opens on mobile
devices since 2010
-Return Path Email Mostly Mobile Infographic
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Best Practice: Targeting Works

Open Rate 14.0% 12.0% 10.0% 8.0% 12.7% Click-Through Rate
12.0%
11.3% 9.8% 9.7% 8.8% 8.2% 7.6% 6.0%
6.0%
4.3% 4.0% 2.0% 0.0% 3.6% 3.2%
2.6%
2.6%
2.4%
2.3%
1.9%
1.4%
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Best Practice: Nurture Leads

Responder Triggers engage your responders for maximum conversion!
4x Click Rate!
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Web Advertising
A natural digital extension Amplifies campaign reach Easy real-time optimization
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Display AdvertisingNatural Extension of Your Existing Strategy

Web advertising is a low-risk strategy that supports your overall marketing plan and boosts the performance of your campaign
Increased reach Brand/product awareness and favorability In-progress campaign testing In-progress campaign optimization
Strong metrics and measurability
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Web Advertising Optimization Tactics

Design
Use animation Clear, well-written message or hook Strong call-to-action Simple design elements Landing Page Design connectivity Call-to-action actualized Brief, clear, concise messaging Confirmation Page Use conversion tracking
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Wrapping Up
Walk before you run
Define measures of success up-front

Lean on your marketing partners expertise
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Content marketing is the backbone of an integrated strategy

Build brand awareness and interest Establish thought leadership
A robust content strategy can
Extend the reach of all your channels
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How? With a winning formula.
will be to think of you when its time to buy Relationship development and audience engagement
and the more relevant content + engaged your audience multiple repurposed iterations + is, multiple the more likely they channels =
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The Rs of Content:
Make It Real. Make It Relevant. Build Relationships.

Is not about products or services
Real relevant content
Speaks directly to customers needs, solves their problems, or gives them information they need to overcome challenges Focuses on building a Relationship, not making a sale
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5 Classroom Management Check out our products Tips for New Teachers for new teachers!
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Tip: Real, Relevant content doesnt always have to be yours!

Use your social channels to share valuable content from other sources
For every 1 piece of your original content posted, share 3 to 4 pieces of relevant content from other sources
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Get the most out of every piece of content: Repurpose

Step 1: Create real relevant content
Step 2: Create another iteration of that same content Step 3: Repeat Step 2
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Create stronger Relationships: Propagate content in various forms across multiple channels Build every channel strategy around real, relevant content, such as:
Incorporating user-generated content into your email newsletter or blog Highlighting article content or research in email and direct mail campaigns Creating a survey-based infographic and sharing across all your social platforms
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Did you know?
The most popular reasons for visiting these sites are exchanging ideas (39%) and obtaining free resources (38%).
The most frequent cited reason for doing so is to get coupons or discounts.
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Example: WeAreTeachers & Volunteer Spot

Sometimes 2 is better than 1!
What brands add strength to what your brand represents?
Goal: Both brands wanted to demonstrate brand leadership to related audiences through the creation of relevant and valuable content
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People love data and facts

1. Brands collaborated to develop one survey altered for their audience of teachers or parents 2. WeAreTeachers compiled the results 3. Both brands worked together to determine key findings
Step 1: Research survey to each audience
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Step 2: Content development to support multiple channels

Checklist Hook Headlines Bullet points Graphics Repurpose for distribution channels Copy SEO friendly CTA Review for best practices
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Step 3: Distribute & Promote!
Post, publish, email, share, pin, tweetetc.
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Example: Smart Screen Time

Goal
Brand awareness Engagement User-generated content
Content Strategy
Data/stats on how teachers and parents can be smart about screen time Facebook poll on teachers favorite apps
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Distribute & Promote!
Post, publish, email, share, pin, tweetetc.
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Expand the social reach of your content with PR efforts

Identify bloggers and journalists that would most be interested in your content Start outreach with sample content so they know your area of expertise and can come to you when they need that information Create a page on your site or a quarterly tip sheet for bloggers and journalists
Even with little to no marketing budget, you could:
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Anatomy of a Successful Marketing Plan

Key Steps in the Educational Marketing Space
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1. Planning
Defining the goals of the campaign Segmentation strategies Marketing channel mix Defining any testing goals Understanding the full value of the marketing effort Establishing benchmarks
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2. Execution
Timing Versioning Campaigning Lead Nurturing
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3. Measuring Results
Email
Social Media
Display / Ad Words Ecommerce
Lead Gen / Lead Quality

Sales
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Activity
Break into groups to generate your own marketing case study!
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Case Studies
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Background
Classroom magazine that engages students while presenting them with high-quality nonfiction content and comprehensive teacher planning materials and a digital edition
Strong direct mail strategy using highly segmented, modeled lists

Email historically only used as a renewal mechanism
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Goal: Test New Channels
TFK wanted to test new channels for driving customer subscriptions
Direct Mail Email Web Ads
Social Media
Integrated Approach for TFK: Continue to use DM Test email as acquisition channel Use targeted online display advertising to boost overall response Increase Social Awareness
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Plan at a glance
Integrated plan leveraged online and offline Each step was reviewed and optimized
+ 1 week + 5 days + 1 week + 30 days + 5 days
Start
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Lead Process
Valuable Content
Inform
Convert
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Integrated Success
Double digit growth!
Established social benchmarks. Sharing was priceless

Email/DM tag team drove subs Web Ads Web Ads
Web Ads
Email
Direct Mail
achieved above average clicks/ conversions
Social
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Whats in your marketing plan?

Q&A MDR help you with your go-to-market strategy! Contact us at:
mdrmarketing@dnb.com Derek Fairfield, MDR Product Manager Stephanie Nash, MDR Marketing Manager Wed love to hear from you: 800-333-8802
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Integrated Marketing - Slide Show

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Relevance, Relationships & Revenue

Successfully Integrating your K12 Market Strategy

EIA University, 2014

Fans & Evangelists

Copyright 2014 Market Data Retrieval

The Importance of STORY

Copyright 2014 Market Data Retrieval

Copyright 2014 Market Data Retrieval

Define your market

Copyright 2014 Market Data Retrieval

Define your customer

Understanding behaviors can better position your marketing message

Copyright 2014 Market Data Retrieval

Harness all the data you can

Copyright 2014 Market Data Retrieval

and get started with analysis

Copyright 2014 Market Data Retrieval

Understand educator behavior

How does this research affect my strategy?

Copyright 2014 Market Data Retrieval

Use data to define your strategy and shape your tactics

Where can I find them?

Copyright 2014 Market Data Retrieval

Meet Michelle Swan

Median HHI $65,000$80,000

Strongly influenced by social/mobile site/blogs/reviews

Copyright 2014 Market Data Retrieval

Connect with Michelle at all her favorite touch points

Copyright 2014 Market Data Retrieval

Copyright 2014 Market Data Retrieval

So how can you make the most of every channel?

Maximizing email to generate and nurture leads

Copyright 2014 Market Data Retrieval

Trade Show Strategies

Get Serious About Metrics

Establish a metrics tracker and update every event

Define metrics to evaluate preand post-event activities as well as on-site

Establish a Hot Lead objective and track it

Copyright 2014 Market Data Retrieval

Social Media: Include or Stay Home

Copyright 2014 Market Data Retrieval

Making the Most of Your Digital Channels

Copyright 2014 Market Data Retrieval

Copyright 2014 Market Data Retrieval

Percentage of Teachers Purchasing an Educational Product or Service as a Result of an Email Advertisement

Copyright 2014 Market Data Retrieval

Copyright 2014 Market Data Retrieval

Direct Marketing Channel Preference

Copyright 2014 Market Data Retrieval

Copyright 2014 Market Data Retrieval

Best Practice: 3 Checks

Copyright 2014 Market Data Retrieval

Best Practice: Design and Landing Page Optimization

-Return Path Email Mostly Mobile Infographic

Copyright 2014 Market Data Retrieval

Best Practice: Targeting Works

11.3% 9.8% 9.7% 8.8% 8.2% 7.6% 6.0%

Copyright 2014 Market Data Retrieval

Best Practice: Nurture Leads

Copyright 2014 Market Data Retrieval

Copyright 2014 Market Data Retrieval

Display AdvertisingNatural Extension of Your Existing Strategy

Strong metrics and measurability

Copyright 2014 Market Data Retrieval