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2009 Marketing Communications

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Average brand recall was at only 7% one week after the Super Bowl (reach and frequency) ... Developed commercials. General Kent State. College specific ... – PowerPoint PPT presentation

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Title: 2009 Marketing Communications


1
2009 Marketing Communications
2
Overview
  • Research
  • 2008 Strategies
  • Market trends
  • 2009 Strategies
  • Student project

3
Research
  • Objective Compare image of KSU and other
    universities with 1999 research
  • Rated first Maintains a safe and civil learning
    environment and provides educational access and
    opportunity for students of diverse social,
    economic and minority status
  • Rated second in familiarity
  • 40 of Ohio residents said they are interested or
    very interested in taking college courses over
    the Internet

4
Research
  • Image is still very positive but the competition
    is also working hard to gain familiarity and
    esteem among Ohio residents
  • Northeast Ohio area was most aware and most
    positive
  • In summary Advertise more heavily in TV, radio
    and on the Internet

5
2008 Marketing
  • Coordinated effort between UCM and EMSA
  • Focused on Ohio and Pittsburgh
  • Increased applications over the last two years
  • Internal communications / internal brand building

6
Market trends
  • Constantly changing environment
  • iPhone
  • Constantly changing target market
  • Adaptable to new technology and trends

7
Market trends
  • Television
  • Average brand recall was at only 7 one week
    after the Super Bowl (reach and frequency)
  • Viewership declining
  • Fragmented audiences
  • Radio
  • iPods
  • Satellite

8
Market trends
Pearls Before Swine
9
Market trends
  • Web trends
  • Social marketing and blogs peaked?
  • Splintering
  • Lower click-thru rates - number of paid clicks on
    Googles search ads declined for the second
    consecutive month
  • Questionable impact ads ignored?

10
2009 Strategies
  • Advertising
  • Branding versus enrollment
  • Continued statewide (and Pittsburgh) marketing in
    support of admissions process.
  • Out-of-state marketing
  • ScooterLites LookWalkers

11
2009 Strategies
  • Web
  • Geo-targeting
  • Contextual targeting
  • Re-targeting deliver ads to users who have
    previously visited KSUs site when they visit
    network news sites.
  • Dedicated Web staff for admissions

12
2009 Strategies
  • Public relations
  • National awareness
  • Postcards
  • Newsletter Profiles of Excellence in Action
  • Internal communications- Internal brand building

13
Student project
  • Objective Tell the story of Excellence in
    Action Where do you see it happening every day
    at Kent State University?
  • Peer to peer communications
  • Joe Murray - Assistant Professor, Electronic
    Media

14
Student project
  • Research
  • Students conducted video interviews
  • Developed commercials
  • General Kent State
  • College specific

15
Student project
  • Web content opportunities
  • Extended interviews
  • College specific
  • Blogs
  • YouTube

16
Student project
  • Extended communication opportunities
  • Internal recognition - Faculty and staff
  • Profiles eNewsletter
  • Magazine
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