Persona-Driven Marketing: Integrating Community Outreach, Student Recruitment and Advancement

Persona Marketing in Higher Education Webinar | Slide 1

Persona-Driven Marketing: Integrating
Community Outreach, Student Recruitment
and Advancement
Presented by: Damien Navarro
06/29/2011


About EMG & Core Competencies
• Full-service interactive marketing agency
• Headquartered in Orange County, CA
• Established in 1999
• Clients Include:

STRATEGY EXPERIENCE PERFORMANCE RELATIONSHIPS TECHNOLOGY
Research, Personalization, Campaigns, Awareness, Influ Development,
Planning & Engagement & Testing & ence & Social Customization
Analysis Entertainment Intelligence Marketing & Integration


Welcome!
About EMG Webinars
• Short Q&A session will occur at end of presentation
• Webinar presentation will be recorded
• Links to be sent to attendees

Presentation posted to EMG Knowledge Center


Presenter Introduction

• Background in cross-channel marketing, online advertising,
enterprise technology, social media, brand awareness and all
things digital
• Focused on helping clients to think strategically and to
maximize internal and external resources
• SME in technology innovations and marketing, and behavioral
marketing trends
• Experienced industry thought leader, public speaker and
author
• Highly respected executive in the field on interactive marketing
for his vision of the future of integrated marketing, advertising
and communications
• Works with clients in multiple verticals: Higher Education,
Financial Services and Entertainment


Presentation Agenda
1. Defining Personas & Their Advantages
2. Understanding How Brand Leads to Personas
3. Developing Brand & Personas
4. Persona Marketing for UCI Capital Campaign
5. Questions & Answers


Think About the Complexity of Your Audience

Young Adults & Teens
Family Households
Alumni & Donors
International
Boomers & Seniors
Multicultural/lingual
Urban, Suburban & Rural
Community
Leaders

6


Persona Definition
1. Personas are fictional characters created to represent the different
user types within a targeted demographic, attitude and/or behavior
set that might use a site, brand or product in a similar way
2. Personas are useful in considering the goals, desires, and
limitations of your audience and web users in order to help to guide
decisions about their interaction online such as features, content,
call-to-actions, and visual design.


Advantages to Using Personas
1. Defining personas helps the organization to have a shared
understanding of the real users in terms of their goals, capabilities
and contexts.
2. Helps prevent "self referential design" when we may unconsciously
project our own mental models on the web “experience” which may
be very different from that of the target audience
3. Features can be prioritized based on how well they address the
needs of one or more personas.
4. Provides a human "face" so as to focus empathy on the persons
represented by the demo and psychographic.
5. Data about the groups can be put in a proper context and can be
understood and remembered in coherent stories.


Traditional Demographic Profiling
Includes age bands, gender, income, social
class, education, location, relationship status, etc.


Psychographic & Ethnographic Research & Profiling
1. Live user data and analytics
2. Accounts for life experience and interests
3. Determines likes, neutral and dislikes
4. Looks at unique cultural differences and preference
5. Explores real-world influencers and responses


Online Engagement, Influence & Lifecycle Framework

Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8
Initiator or Introduction Research and Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty
Follower to Idea & Self + Brand Search Research, On-Site, Seeking or
Awakening Influencer
Identification Experience, Examination Disengaged
of Needs Opinion
Community of Sentiment Cost, Payment
& Reputation

Donate/ Adopt/ Member /
Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention

Vulnerable and Emotional Educated and Influenced

The flow of influence from “fans” and “friends” can be just as impactful.


Thinking of Day in the Life of Your Audience

• 3 Sample Personas for Same Non-Profit
– The Advocate
– The Learner
– The Awakener

12


The Advocate

• Cares passionately about animal welfare and advocacy and the adoption of animals
over the purchase of them
• Longtime member the organization and volunteers at a local shelter
• Always telling friends and family and anyone who will listen (in a nice way) about the
wonders of shelter animals and why purchasing a pet is simply an antiquated and
inhumane idea (you CAN, after all, find all types of purebreds in shelters if you look)
• Possibly:
– Grew up in a family that advocated shelter animals
– Purchased a purebred from a puppy mill that ended up with all sorts of medical problems
(and bills for her) and vowed to never do that again and bring light upon the harm of puppy
mills
– Watched DogTown on the National Geographic Channel and was motivated to take action
against the cruelty inflicted upon an animal
• Whatever the trigger, she’s a member, a fan and ready to be an advocate (for free!)

13


The Learner #1

• Rescued a dog, Bud, from a shelter a few months ago and is having trouble getting
the dog to behave
• Doesn’t want to give Bud back, so he’s looking for tips on how to train him, to help
keep Bud at his “forever home”
• Conducting research online and a link for the organization came up in his search
results. He clicks through to the site and finds invaluable tips in the “You and Your
Pet” section of the website.
• After implementing some of these tips, he sees that Bud’s behavior is improving,
and feels uplifted and positive about keeping Bud.
• Months later, this learner remembers how helpful the organization’s website was, and
returns to the site for more information about caring for bud, now his best friend.
• Donates

14


The Learner #2

• Has been a financial supporter of the organization for years, and has finally decided
to give her time and not just her money by volunteering
• Visits the website to seek out the volunteer opportunities that are out there and
finds the organization’s Network
• Signs up and works at the LA Super Pet Adoption and loves the experience
• Continually uses the network to find more opportunities and learn more about what
different charities and campaigns are doing, following the efforts and seeing where
she can help

15


The Awakener

• Never heard of the organization before a few weeks ago. He found out about it
because a friend had shared a piece of news from the organization’s website on
Facebook
• He was intrigued and read about Zoom, a brave and forgiving Pit Bull who, despite
the hand he’s been dealt, can’t help but just lick the next hand that shows him some
love.
• Pokes around the website, learning more and more about the organization’s
mission
• His family always had dogs from a breeder and he had never even thought twice
about it. As he learns more and reads more, he takes notice.
• Not quite ready to do anything yet, but is seriously considering adopting his next
dog from a shelter. He wants to ask his friends first, as he’s a little wary and thinks
that shelter dogs might be more difficult to train.
• Curious and open, yet cautious

16


Messaging & Branding Priorities that Crossover

17


Approaching Brand & Persona Development



• What promises is a brand making?
Brand Identity • What are the core values backing a brand?
• What narratives and stories does a brand share?
• What quantitative data exists on the brand?
Insights • What are the conversations surrounding a brand?
• What demographic profile of the brand exists?
• What channels deliver the brand story?
Communication • How are brand values conveyed visually?
• Does user experience support the brand narrative?


Approaching Brand Redevelopment

Brand Identity Brand Identity

Insights Insights

Communication Communication

Does it all align?
We say, “We are committed to sustainability.”
They perceive, “You are committed to sustainability.”




St. Cloud State University
University of Minnesota Duluth
Minnesota State University, Mankato


Approaching Brand & Persona Redevelopment


Benchmark Mention Volume: 30 Days

MSU, Mankato 988

U of M Duluth 2316

St. Cloud State 3262

0 500 1000 1500 2000 2500 3000 3500


Approaching SCSU Brand Redevelopment


Mainstream Media
Forum Titles
90 90
Days Days
Social Networks

90
Days




Mainstream Media
Forum Titles
90 90
Days Days
Social Networks

Social Networks
90 30
Days Days



• What channels deliver the brand narrative?
Communication • Visually how is a brand narrative conveyed?

4%


Developing Brand & Persona Development


Persona Attribute Brand & Marketing Creation of Theme &
Discovery and Card Strategy Scoring Matrix “Mood” Boards
Sorting Exercise

4%

Brand Identity Deliverable: Persona Playbook


Crowdsourcing & Social Video Documentation of Remote Focus Groups &
Listening Target Audience Virtual Testing;
Lifestyles Stakeholder Interviews

4%

Insights Deliverable: “A Day in the Life of…”

Brand Identity


Strategy

Insights Web User Experience

Brand Identity


Executing Brand & Persona Development
Website Requirements Rollout Marketing & Creative & Content
Document Communications Plan

Campaign Launch
Strategy

Communication Plan
4%

Insights

Brand Identity


Executing Brand & Persona Development

Measurement & Optimization

Execution
Strategy

Communication Plan
4%

Insights

Brand Identity


Persona Driven Marketing for UCI


Persona Identification

• Shaping The Future of Health
• Leadership for a New Global Community
• Shaping the Future of Our Planet
• Shaping the Frontier of Learning
• Supporting Scholarships & Fellowship

36


Created & Syndicate Branded Original Content
• Thinking like a publisher - demand for “edutaining” content is growing
• Integrates across, and supports, student recruitment and public relations
• Drive the casual observer to awaken to the greater need
• Make the brands impact more accessible (mobile to global)
• Unprecedented opportunity to re-use and syndicate content via technology


Powering Up the Community

•Harness “celebrities” and “ambassadors” to lead
•Utilize niche and searchable content
•Authenticity and visibility is critical
•Challenge the community to engage
•Huge multidisciplinary opportunity
•Challenge the community to create and share
•Call-to-actions and content targeting is critical


Own and BRAND the Knowledge Center
•Contributes extensively with SEO & online brand equity
•Harvest ideas, external factors and popular trends
•Works well with highly niche content
•Increases visibility and relevancy online
•Lead with authenticity and transparency


User Generated Content & App Promotions
•Enable the “fans” of the campaign to battle the naysayers
•Grow digital real-estate and brand equity
•Sharing extends the reach further
•YouTube gives accessibility to national audience


$600 Million Milestone!
UCI launched the Shaping the Future campaign in July
Performance to Date 2005 (ends in 2015) and is proud have achieved $609M of
the campaign's overall $1 billion goal.


Performance to Date
The campaign has touched virtually every aspect of the campus, including:

Doubling UCI's endowed chairs

200+ new student awards and 2,000+ scholarships and fellowships

Establishing and naming new schools, facilities and programs

Enhancing alumni and student engagement and philanthropy with
more than 128,000 gifts made to the university during the campaign
Successful community and government
relations programs and relationships
Opening of the UC Irvine Douglas Hospital;
completion of the $50 million hospital campaign

Setting historic annual fundraising records and
significantly increasing the university's endowment


Questions?

• We’d love to hear from you. Let us know if you have any questions!


Q&A
Thank You!

Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s
persona to help you get started!
Toll Free: (866) 62-EARTH
www.visitemg.com

FULL WEBINAR AVAILABLE TOMORROW AT:

Youtube.com/earthboundmediagroup

Earthboundmediagroup.com/emg/home/
knowledge-center/webinars.html

STAY CONNECTED WITH EMG: STAY CONNECTED WITH EKTRON:
Twitter.com/EMGtheAgency Twitter.com/Ektron

Facebook.com/earthboundmediagroup Facebook.com/Ektron.Inc


Thank You For Your Time!

Damien Navarro
Managing Partner
dnavarro@visitemg.com
949.857.4000 x 101

Persona-Driven Marketing: Integrating Community Outreach, Student Recruitment and Advancement

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