FORTY - FIRST ANNUAL CONFERENCE. Communications and Web

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1 FORTY - FIRST ANNUAL CONFERENCE Communications and Web

2 Takeaways for This Session Turn your Digital Strategy into a Marketing Strategy New ideas from UT Austin s digital strategy Frameworks for planning out your strategy Questions to ask to prepare for the future

3 Turn your Digital Strategy into a Marketing Strategy CONTEXT AND BACKGROUND

4 About Me

5 Marketing at UT Austin IS Brand building Reputation management Engaging influencers Enticing top talent Exciting donors Impressing campus visitors IS NOT Admissions Alumni Relations Giving Athletics Recruiting for staff Support for colleges

6 UT Austin Facts Flagship of a 15-member system Ranked 46 th in the world by Times Higher Ed World class research - $634M in K students, 24K faculty and staff 400K living alumni 50 National Titles in Athletics #1 in U.S. collegiate licensing revenue Located in Austin - 11 th largest city in the U.S.

7 Turn your Digital Strategy into a Marketing Strategy UT AUSTIN S DIGITAL STRATEGY

8 Building a New Digital Experience Redesign the core utexas.edu website to be responsive, targeted, simplified and accessible Invest in improvements to the iphone app to add personalization while maintaining the one app model for academic functions Conduct a channel analysis on our Social Media accounts and establish a new strategy for each Refresh the Analytics setup to take advantage of tag manager, event tracking, and referral link tracking Establish a new targeted strategy and design for our newsletter Hire the right staff and secure budget

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10 Digital Experience Projects utexas Responsive Design Infrastructure and Site Services Central Web Tools Web Apps Native Mobile Apps and M Dot Internal Utilities Homepage DigEx Environment Emergency Calendar iphone app Student Online Experience Primary Navigation pages Self-service Site Tool on Drupal Analytics Offices and Directory Android app Bus Schedule Audience Navigation pages Templates Search Maps m.utexas.edu Parking Administrative Unit pages APIs Short Link Service News Jobs Brand Identity and Toolkit Social Media Directory Experts Guide Key Required for utexas.edu launch Some requirements for utexas.edu launch

11 Our Primary Social Channels Facebook Twitter LinkedIn Google + 617,613 Likes 47% since 2012 Avg reach: 140k/post Audiences: Texas Alumni 129,443 Followers 279% since 2012 Avg reach: 21k/post Audiences: External Media Customers of UT 346,139 Followers Audiences: UT Professional Alumni 280,485 Followers 40M views Audiences: Google.com

12 Analytics Refresh Move sites to third level domains Separate sites into properties Create views that exclude campus Set up Event tracking Create link tagging tool

13 Dashboards!

14 Completed Digital Strategy Gives Us: 1. Optimized, simplified website, newsletter and mobile app 2. Targeted content strategy for all digital properties 3. Dashboards and clean data to measure success

15 Turn your Digital Strategy into a Marketing Strategy UT AUSTIN S MARKETING PLAN

16 Planning Steps University Communications Plan Budget Marketing Plan Audience and Channel Analysis

17 University Communications Plan Broad goals and strategies for the entire university

18 Marketing and Digital Strategy Goals Convince Texas corporate leaders that UT is a premier public research university Persuade Texans and Legislators that UT delivers good return on their tax dollars Excite Donors and the UT community about our achievements Inform and entice Top Talent about UT's value proposition Aid and impress campus visitors

19 Marketing Budget Mix Persuade Texans and Legislators that UT delivers good ROI Convince Texas corporate leaders that UT is a premier public research univ. Excite Donors and the UT community about our pride points Aid and impress campus visitors Inform and entice Top Talent about UT's value proposition

20 Audience and Channel Analysis Our Challenge Many audiences and channels, diverse communications needs and goals Shotgun approach means messages don t necessarily reach right audiences Our approach Group traditional audiences into lifecycle segments based on their information needs and actions we want them to take Examine channels we use to communicate and TARGET content to audience segment to create compelling, action-oriented communications Identify content criteria and key performance indicators (KPIs) to deliver best content for the audience and the channel

21 Audience Lifecycle Apply, Subscribe, Follow People who aren t connected to UT Unknowns Prospectives People that know UT but need to be sold People in the family, engaged at various levels UT Community Brand Ambassadors People that help tell our story for us Donate Investigate Feel Pride People that support us: gifts, resources, insight Life Loyal Donors Stay Engaged Detractors

22 Unknowns Goal: Brand awareness and piqued interest Our Activities: Outreach KPI: Clicks, Impressions, New visits Actions We Want: Interest in learning more Channels Digital We Control Digital We Influence Traditional We Control Traditional We Influence Utexas and UT News Google search Airport Ads Local and State Athletics Scoreboard CSUs Facebook Posts UG Admissions Longhorn Network Student Affairs / Provost Office Tweets Big Events Alcalde/Exes Facebook Interactions Annual Giving Internal Comms President s Office Student Groups Texas Tribune Twitter Interactions Phone Calls Faculty/Staff Councils Job Postings Development Board UG Admissions UT Direct National Media Direct Mail Word of Mouth 12/14/

23 UT Community Goal: Drive deeper understanding, convert to Brand Advocates Our Activities: Educate, inform, excite KPI: Web traffic, clicks, attendance, social engagement, sharing Actions We Want: Engage with the brand, participate more Channels Digital We Control Digital We Influence Traditional We Control Traditional We Influence Utexas and UT News Google search Airport Ads Local and State Athletics Scoreboard CSUs Facebook Posts UG Admissions Longhorn Network Student Affairs / Provost Office Tweets Big Events Alcalde/Exes Facebook Interactions Annual Giving Internal Comms President s Office Student Groups Texas Tribune Twitter Interactions Phone Calls Faculty/Staff Councils Job Postings Development Board UG Admissions UT Direct National Media Direct Mail Word of Mouth 12/14/

24 Lifecycles: Size: 617k Likes Audience Brand Ambassadors Profile: Students, Alumni, and Fans More than half year olds 96% reside in Texas UT Community Goals and KPIs Goals: 1. Convert UT Community to Brand Ambassadors 2. Fuel Passion 3. Leverage Influence 4. Build Relationships 5. Gain broad reach via good content going viral 6. Provide a platform for community conversations KPIs: Page Likes Growth Reach Post Likes, Comments, Shares 1. Fun & entertaining content 2. Athletics achievements 3. Rankings 4. Nostalgia and campus scenes 5. Behind the scenes 6. Stories that inspire shares and comments 7. Stories that invite user input or generate conversations Content Criteria 1. Grow the Audience 2. Improve Content Improve brand messaging (70/30 split) Consider Facebook-specific creative 3. Build metrics feedback loop for continuous improvement 4. Test content and giving campaigns Our Actions

25 Planning Steps University Communications Plan Budget Marketing Plan Audience and Channel Analysis

26 Turn your Digital Strategy into a Marketing Strategy PUTTING IT ALL TOGETHER

27 Planning Steps Plan Campaigns Evaluate Tools Staffing and Performance Plans

28 Campaigns and Campaign Management Develop strategic, integrated campaigns to improve consistency and make the best use of our existing channels with a deep understanding of our audiences Maximize return on marketing investments and increase overall efficiency of marketing expenditures by reducing and/or removing: Separate and disintegrated marketing efforts Redundancies in marketing expenditures A Campaign can include taglines, logos, landing pages, microsites, unique lists, messaging, and its own style guide

29 Campaign Planning Framework Overall Campaign Input Campaign Master Brief Brand Guidance Campaign Manager Brief UC Marketing Playbook Campaign Strategy Campaign Messaging Brief Global Asset Creation Owner: Director of Marketing Content: Big Picture, Priorities, Positioning, Pillars Handoff: Director of Marketing to Campaign Managers Stakeholders: Campaign Managers, University Communications Owner: Campaign Managers Content: Objectives, key target market, priority callout points and key calendar events Handoff: Campaign Managers to UC Marketing Stakeholders: Campaign and Messaging teams Owner: UC Marketing Content: Channel and Audience Strategy Handoff: UC Marketing to Campaign Managers Stakeholders: Campaign team Owner: Campaign Managers Content: Background, campaign strategy, program information, 360 plans Handoff: Campaign Managers to UC Marketing Stakeholders: Campaign Managers and their departments Timing: TBD Owner: Campaign Managers Content: Key customer & influencer data and messaging: most compelling ideas, claims and identified priorities /pain points Handoff: Campaign Managers to UC Marketing Stakeholders: Campaign Managers and their departments Owner: Various UC Marketing Teams (Content and External Marketing, PR, Events, etc.) Content: Actual deliverables Handoff: UC Marketing to Campaign Managers Stakeholders: Campaign Managers and their departments Timing: TBD $ Spend Guidance Owner: Director of Marketing Content: Overall budget per priority Handoff: UC Director of Marketing to Campaign Managers

30 Questions to Ask Yourself Do you need to establish new processes to collaborate with other units on campus? Budget or resource sharing Integrated messaging Large events Enterprise-wide tools

31 Staffing and Performance Plan

32 Questions to Ask Yourself Do you have the right skills on your team? Campaign managers Messaging managers Dedicated analytics experts Ad and media buyers Strategic thinkers

33 Marketing Tools

34 Questions to Ask Yourself Do you need access to modern marketing tools and services? Social media publishing, listening, monitoring, measuring CRM, marketing automation, services Link shortening service Design, marketing, communications, ad buying agencies A/B testing, retargeting services Brand and marketing research Data visualization Digital asset management

35 Planning Steps Plan Campaigns Evaluate Tools Staffing and Performance Plans

36 Launch campaigns Set a new marketing plan Measure and assess Review tools and resources

37 FORTY - FIRST ANNUAL CONFERENCE Communications and Web