Tools to help Historically Black Colleges & Universities make the most of their brand, website & marketing campaigns

Transcription

1 Tools to help Historically Black Colleges & Universities make the most of their brand, website & marketing campaigns A service of vitalink, Universal Printing and AndiSites

2 Universities are challenged by more competition and a changing environment; HBCUs are no exception. In fact, we think they face more danting challenges. Or experience incldes working with the largest HBCU and the fastest growing HBCU. We d like to make headlines for yor HBCU. Is yor HBCU a good fit? We re looking for yor HBCU to make headlines. THe fastest-growing HBCU In THe CoUnTry (JsU) estimates: 100 new students = $1 million (net present vale of each stdent is even higher) What is HBCUgrow? We ve seen the challenges, lived them & developed campaigns that helped the largest & fastest growing HBCUs in the contry. HBCUgrow was born ot of a partnership of three companies who have worked well together for years. HBCUgrow now offers tools to help niversities make the most of their brand, website and marketing campaigns....the schools that are so defined by heritage are now searching for a formla to stay viable in a new era of scarce resorces and nparalleled competition for stdents. ~ News & Observer article > JSU increased enrollment 6 straight semesters, going from 8,000 to 9,700 (an increase of 1,700 stdents or $17 million in revene) > Almni giving has increased for 3 consective years We are a small band of marketers and technologists, passionate abot or clients and helping them achieve great things. That motivates s! We don t work with tons of niversities, so yo get or attention. Yo also get nimble, responsive partners who have created reslts for other niversities. We nderstand we might not be right for everyone; we jst want to work with those who are a good fit! We ve created a men of services for those not ready for the fll program. Yo control the plan, growth and direction vitlainkweb.com (919) andisites.com (919) niversalprinting.com vitlainkweb.com vitlainkweb.com (919) andisites.com(919) andisites.com (919) (919) niversalprinting.com niversalprinting.com A service of vitalink, Universal Printing and AndiSites

3 HBCU assessment The HBCU Assessment is the recommended first step in or research and discovery and incldes: > Meetings with key team members > Step by step walk throgh of yor enrollment process > Review of crrent assets > Tactical performance discovery > High level report > Learn where yo are on and off target > Knowledge provides the fondation for better marketing and enrollment management campaigns > Understanding Strengths, Weaknesses, Opportnities and Threats (SWOT Analysis) helps yor team make better strategic moves > Or process helps to identify immediate, short-term and long-term soltions > Learn what pgrades or new tools are needed for yor niversity to accomplish its goals HBCU assessment Investment: $5,000-6,000 A service of vitalink

4 RESEARCH TOOL This research tool helps yo bild a solid brand platform based on yor core trth. We compare srvey reslts by stakeholder grops to identify the sweet spots where yor brand is in alignment. We also identify disconnects where yor brand is ot of alignment and may need attention. Examples of other grops inclde: vendors, bsiness commnity, non-traditional stdents, parents, gidance conselors, etc. Save time and money targeting and connecting with the right adiences, in the way they want, abot things that are important to them Deliver a cstomer experience that matches yor brand promise Get and keep stdents and almni engaged Create marketing that resonates with yor target adience Commnicate via the channels yor adiences prefer Make the best marketing choice Investment: $5,000-8,000 REMEMBER: Their perception is yor reality. other research services: > Market/Competitive/Target Market Research > Focs Grops > Bsiness Symposim/Ideation Sessions > Phone and E-srveys A service of vitalink

5 strategic plan > A comprehensive, strategically relevant brand initiative will help the niversity meet its goals and objectives > A research-based plan will inclde well-conceived stakeholder-specific strategies, and identify specific materials, actions and timing to spport the initiative > Resorce reqirements > Mechanisms for tracking the progress and measring sccess Whether yo need a strategic plan for marketing/commnications or enrollment management, yor actionable and measrable plan will otline the steps yo need to take in order to meet yor goals. > Align instittional and departmental objectives > Incorporate existing research intelligence and new data > Road map for integration of marketing efforts > Identify tools and benchmarks for measring sccess > Incorporate the concept of brand toch points into strategies > Utilize marketing sales cycles for each core adience > Redce implsive decisions that draw yo away from goal conversion > Maximizes bdgets and efforts Enrollment Management Plan Investment: $4,000-7,000 Marketing/Commnication Plan Investment: $9,000-10,000 Good marketing starts with a plan. We recommend completing the Perception vs Reality Srvey Tool prior to developing a strategic plan. A service of vitalink

6 Brand adit brand adit & brand vitalization > Or brand adit gives yo a comprehensive, objective analysis of yor existing brand to see if it s time for an pdate > We review sage of the logo/marks, font, slogans/mottos, digital footprint and marketing materials > Analysis incldes a professional assessment of the integrity of the mark- Option: solicit feedback on the mark from key stakeholder grops (almni, stdents, faclty/staff, prospective stdents, etc.) Brand vitalization Before: > More than jst improving yor logo, it shold also inclde yor messaging and visal presentation of yor brand marketing materials > May be done for a niversity brand, almni brand, athletic brand or brand refresh - we work with existing brand logo marks or bild new ones if the sitation warrants After: > A robst style gide is inclded so yo bild a consistent brand throgh visal (iconography, typography, color palette, imagery) and verbal brand messages - any logo design incldes lifetime logo rights > Bild energy and excitement for yor niversity > Change the perception of yor niversity > Elevate yor brand and increase perceived qality of yor niversity > Redce confsion from too many versions of yor brand > Make yor investment work harder and prodce better reslts > Foster engagement, collaboration, and by-in - internally and externally > Make yor brand feel crrent and not otdated > Reflect the qality of the instittion, separating yo from pop-p schools > Align yor brand with yor strategies and organizational objectives Brand Adit Investment: $3,000-6,000 Brand Vitalization Investment: $7,500-25,000 Define or redefine how yor niversity is perceived. We recommend completing the Perception vs Reality Srvey Tool prior to a brand adit or brand vitalization. A service of vitalink

7 elevate yorbrand We extend niversity resorces with or creative services. We believe the best materials featre the niversity s core trth and create integrated brands that resonate. From fll development of materials to flexible templates, we help yo realize yor vision and create pieces that accomplish yor goals and spport yor brand. > Brochres > Viewbooks > Annal reports > Search campaigns > Online ads > Print ads > Videos > Posters > Postcards > Trade show booths > Direct mail > Relationship marketing campaigns > Radio/TV > Otdoor, and more! > Marketing is yor brand promise and speaks for yor niversity > Integrated marketing creates more connections and better reslts > The cost of the ad is the same with good or bad creative > Great creative inspires action, bad creative can cost more than the ad > Maximize yor bdget Branding fels marketing reslts. Investment: starts at $500 We recommend completing the Perception vs Reality Srvey Tool prior to starting creative services. A service of vitalink

8 website evalation r e p o r t A complete review and evalation of yor crrent website inclding: > Visal appeal > Content > Mobile-friendliness > Usability > Site architectre (organization & navigation) > Technology > Analytics (if available) > Understand the crrent strengths and weaknesses of yor #1 marketing tool > Get specific recommendations on how to make yor website most effective and sefl for today s online sers > Learn how an easy-to-se Content Management System can save yo time and money > Get a comprehensive, expert-driven report that yo can se to convince key decision-makers to invest properly in yor website Investment: starts at $500 A service of AndiSites

9 website redesign conslting We work with yor internal team to assist in the redesign and development of yor website in the powerfl, easy-to-se WordPress Content Management System. This level of service can range from simple conslting (with yor team doing the work, calling on s as needed throghot the process for assistance and advice) to fll collaboration with yor team onsite (AndiSites team members will work alongside yor team members, providing project management and sharing design and development tasks however works best). > Make the most of small bdgets > Combine or expertise with yor hands-on assistance and onsite resorces > Learn more abot website design and development, since we ll teach yor team how to accomplish design and development tasks on their own > Rest assred that by engaging or gidance, yor new website will look and work well, be mobile-friendly, and satisfy yor goals. Investment: starts at $10,000 A service of AndiSites

10 website redesign & development AndiSites team handles the start-to-finish redesign and development of yor new website in the powerfl, easy-to se WordPress Content Management System. We collaborate with yo to ensre that yor HBCU s new website meets yor goals; engages yor adience (stdents, faclty, staff, parents, and commnity); reflects yor niqe offerings, personality, and story; and has measrable reslts. We ll also ensre that yor website lanches sccessflly and contines to work well for yo as part of or inclded 90-day post-lanch spport (ongoing spport and maintenance plans are also available). > Benefit from a team of award-winning website designers, developers, and project managers working for yo to ensre that yor #1 marketing tool is the best it can be > Enjoy a stress-free-as-possible experience throgh goal- and reslts-oriented processes that gide design and development decisions > Apply AndiSites deep nderstanding of higher edcation and the niqe reqirements of HBCU websites > Join the grop of happy AndiSites clients whose new higher ed websites have contribted directly to increased enrollment, increased engagement, and increased almni giving. Investment: starts at $40,000 (a good rle of thmb is $20-$30 per stdent) A service of AndiSites

11 Symphony Cross-Media Mlti-Channel Marketing T E C H N O L O G y Track and manage admissions, giving and marketing channels, inclding online and offline recritment, almni giving and marketing programs. Symphony is cross-media, mlti-channel marketing web based technology that integrates and manages campaigns to elevate traditional marketing soltions to new heights. > Delivers targeted messaging to the right adience in their preferred media sch as direct mail, , SMS text, QR codes and personalized URLs with landing pages > Provides atomated follow-p to respondents and alerts recritment and almni staff > Manages and measres all campaign components and reports reslts via real-time 24/7 campaign dashboard We can qickly and easily bild complex campaigns to enhance yor next admissions and almni initiatives. Any standard direct mail piece or blast can become an enhanced integrated mlti-channel marketing campaign by tilizing qality data management, personalized URLs, landing pages, and the tracking and real-time reporting tools that niversity exectives so desperately need. > Mlti-channel commnications fits preferences > Mlti-toch is key to converting prospects > Atomated responses allow yor team to focs on high vale activities (like calling a hot lead) > More immediate responses help conversions > Have a better conversation with yor prospect by knowing key info (i.e., interests or area of stdy) > Track prospects & measre reslts via 24/7 dashboard (pictred to the right) Investment: Campaigns $8,700 and p A service of vitalink and Universal Printing

12 vitalink and AndiSites comprehensive approach with or branding and logo initiatives and tied to their involvement with the new website development created the basis and energy for or past two semesters record enrollment growth and almni giving spport. All of this was tied to their ideas and research and team approach. We are extremely pleased with the ltimate measrable otcomes of or relationship with vitalink and AndiSites. ~ David Hoard VP of Advancement (previos), Jackson State University, now President of DHT & Associates I have had the pleasre of working with vitalink at two instittions of higher edcation (Shaw University and Saint Agstine s College) and my impression has been Wow! vitalink has shown that they nderstand the niqe dynamics facing colleges and niversities today throgh the development of niqe and sccessfl soltions to meet these challenges. On the creative and design side, vitalink is head and sholders above any of the other firms with whom I have worked. They have the ability to convey the essence of a brand in a single image, bringing together the past, present and ftre in a way that trly excites and toches people. ~ Terry W. Spicer Shaw University and Saint Agstine s College (Past) Director of Pblic Relations Dring the conslting phase AndiSites listening process was thorogh as she learned more abot who we were, how we wanted to be represented online, and the featres and fnctions important to s. Their creative advice was sond and sre, leading to a flly fnctioning website for the first time in or history. When trying to engage the yothfl eyes of prospective stdents, AndiSites instincts and taste are reliable and reassring. We coldn t be in better hands. ~ Jeffrey Blair Cornell Associate Chair, University of North Carolina at Chapel Hill Department of Dramatic Art This company gets an A pls with applase. They have done everything from TV commercials to Ideations sessions to Focs grops to s, bt more importantly they don t leave yo when a project is completed. I have worked with vitalink for at least 15 years and cold not think of a better private partner. ~ Bob Cairns Director of College Relations (now retired), College of Agricltre and Life Sciences at NC State Jackson state in Midst of all-time Great HBcU BrandinG campaign ~ hbcdigest.com article If branding, or lack thereof at historically black colleges is at crisis level, Jackson State University mst not have gotten the memo. In the last nine months, the niversity has changed it s logo, redesigned its website, (and) made national headlines...

13 The advantage: The right experience Jackson State University North Carolina A&T State University University level Research College of Arts & Sciences College of Engineering School of Agricltre & Environmental Sciences School of Bsiness & Economics School of Edcation School of Gradate Stdies School of Nrsing School of Technology Athletics NC State University College of Agricltre and Life Sciences College of Natral Resorces College of Edcation Center for Geospatial Analytics University wide approved vendor Claflin University University of Soth Carolina Smter Shaw University Saint Agstine s College Fayetteville State University University of North Carolina at Chapel Hill Craven Commnity College hbcgrow.com info@hbcgrow.com vitlainkweb.com vitlainkweb.com vitlainkweb.com (919) andisites.com (919) (919) andisites.com andisites.com (919) (919) (919) niversalprinting.com niversalprinting.com niversalprinting.com