This is a sample Internet marketing campaign for the University of Colorado's distance-delivered graduate programs including the Lockheed Martin Engineering Management Program and the Interdisciplinary Telecom program, among others. The campaign duration was June 2011-June 2012 and was led by Rebecca Moss(Cooney) and Marcie Gorman-Smith.

1. Internet Marketing
UNIVERSITY OF COLORADO BOULDER
Online Graduate
Engineering Programs
A select set of flexible graduate programs
available in the classroom, from a
distance or both. 24/7 distance access is
powered by the Center for Advanced
Engineering and Technology Education
Engineering Management Program
Interdisciplinary Telecom Program
Electrical, Computer and Energy Engineering
Computer Science
Digital Energy Program
Aerospace Engineering Sciences
Renewable Energy
Sep 2011-May 2012
A Case Study

2. synergy

3. From Silo to Integrated
Synergistic Strategy
• Build brand awareness and
name recognition
– Sustainable competitive
positioning
– Key messaging
• Increase sales
(increase enrollments)
– In order to increase
enrollments, you need lead
generation and lead nurturing May 2011 – May 2012
• Marketing = lead generation • Situation analysis
• Sales = lead cultivation • SWOT
• Advising = lead conversion
• Four P‘s analysis
• Metrics: accountability for
established conversion points • Target audience
• Current condition
• Competitive landscape
• Fiscal goals
• Product development
• Infrastructure
• Market research
• Business development
• Marketing strategy
• Lead generation
• Internet marketing
• Digital media creation
• Materials strategy
1/8/2013 DRAFT Marketing Plan.. work in progress

4. baseline & goal

5. Baseline & Goals
• CAETE – 400 base enrollments
– 2012: 40 new enrollments
• EMP (576 distance students for fall
2010, spring/summer 2011)
– 35 new enrolled for fall/spring
2011
– 30 new applicants for Oct 15
deadline
• ITP (55 new on campus students 8 new
distance students for 2010-11,
entering this fall 35 new 2011)
• DLP (444 distance for Aero, Civil,
Computer Science, Electrical &
Computer, Mechanical and Business for
fall 2010, spring/summer 2011)
1/8/2013 DRAFT Marketing Plan.. work in progress

6. brand

7. Brand Hierarchy
• High quality graduate
education from CU-Boulder
• Program part of a select
set of flexible options
available in person, from a
distance or both
University of Colorado Boulder
• From the highly ranked
College of Engineering and
Applied Science
Program

8. Competitive Brand & Position
Positioning ―distance education‖
• CAETE, EDGE, LOGin, UNITE
• University name online e.g. Acronyms provide little value in
ASUOnline marketing
• College/School name online Online can be confused with IEEE
e.g. Engineering for and other “association” professional
Professionals (Purdue) training
• Associated with professional
studies and or continuing Separate from College of
education e.g. Stanford Engineering but raises the question,
Center for Professional is it equal?
Studies Is it the real deal – lesser quality
than those who earn their graduate
degree on campus?

9. message strategy

10. [key message grid]
Use Steps Final Document Application
The Key Message Grid is
used by all individuals
who are involved in The ―final‖ Grid is a
preparing and distributing living, breathing
any messaging for an document - one that
organization. 10 Steps from evolves and is added to
Upon completion - the
over time.
evaluation to Grid is the primary tool
This includes
execution for a writer creating
• Leadership The core of the content
materials for multiple
• those who answer the in the Grid should not
mediums
phone change unless the
• administrators overall mission and
• web site authors vision of the
• vendors organization changes.
• employees who serve
on committees
A process to achieve Maintain Voice and
One Voice Empowerment in message
consistency consistency

11. Leadership, Business Performance, Project
Management, R&D Management
Tags
• Lead the future of
The Lockheed Martin
Engineering Management
Engineering Management
• Manage your highly
Program at the University of
successful career
Colorado-Boulder provides a
• The growing alternative for
high quality graduate-level engineers in business
academic curriculum established
• The MBA for the technical
to serve working engineers and mind
technical professionals wherever
they are.

12. generation
lead cultivation
conversion

13. Lead Generation Process
Lead
Generation Name goes
Activities Fill out into
Referrals Cultivation Close
online form database >
1:1 marketing prospect
SEO
Purchased
names
Internet mkg Auto e-mail Customized Multiple touch points Try before you apply
personal email Register
Advising meetings
Phone calls Apply
Response emails
CREATE CONVERSIONS
Positioning | Key messaging | Virtual Info Sessions | Web content | Materials

14. Lead Management Process Flow
Phase 1: Generation & Cultivation
Phone Personalized ―thank you,‖ Yes Send applicable welcome
email;
<CAETE Front Desk ECOT 206>
Auto elevator speak, &
<Admissions Dir,
Email invitation email with Has lead 2 week turnaround>
applicable attachments or
Walk-in Inquiry Sources applied or
letter with 6x9/one-pager;
answer specific questions registered?
& refer specific questions Send applicable follow-up
E-mail to the appropriate grad email;
CRM
advisor No <Admissions Dir,
<Front Desk, 2 week turnaround>
<Front 24 hr turnaround>
Events Desk>
Two-week follow-up email
Campaigns re: benefits of program &
invitation to take action
Collect attendance (visit on-site or virtual,
Will receive all webinar or info session,
information
emails from apply, register
<Front Desk>
CAETE office <Admissions Dir,>
Eighteen-week follow-up Twelve-week follow-up
Sixteen-week follow-up Eight-week follow-up email Four-week follow-up email
email re: information email re: application
email re: why CU & re: employment re: alumni connection &
session / experience and/or registration &
invitation to take action opportunities & invitation invitation to take action
webinar & invitation to invitation to take action
(visit on-site or virtual, to take action (visit on-site (visit on-site or virtual,
take action (visit on-site or (visit on-site or virtual,
webinar or info session, or virtual, webinar or info webinar or info session,
virtual, webinar or info webinar or info session,
apply, register session, apply, register apply, register
session, apply, register apply, register
<Admissions Dir,> <Admissions Dir,> <Admissions Dir,>
<Admissions Dir,> <Admissions Dir,>
14

15. Lead Management Process Flow
Phase 2: Admission Phase 3: Acceptance
Follows registration Admitted = Grad Advisor Decline = Grad Advisor
procedures, non-degree sends acceptance letter sends survey to student re:
Converted Leads
students receive with deadline to accept, why they opted not to
registration confirmation decline, or defer attend
from CAETE Registrar
Registered or Ready to
Register
Defer = Grad Advisor send
Admitted deferment letter
or Denied
Applied or Ready to CRM
Apply
Grad Advisor sends link to
Accepted = Grad Advisor
application form & follows
sends admission paperwork
up until application
to Registrar (CEPS or main
received Denied = Grad Advisor campus) & sends letter and
sends denial letter promotional item to
student
Enroll (registration) = Grad No Show = Grad Advisor
Advisor sends letter & sends survey to student re:
promotional item why they opted not to
attend
Phase 4: Attend & Retain
Attend = Grad Advisor
sends letter & promotional
item
15

16. Prospect Communication Process
Prospect option to Opt-Out
Benefits-Focused Emails
Personal call
or email by
Auto email
marketing 2 3 4 5 6 7 8 9 10
(within 48 hours)
Info entered
in database
Answer
or lead
generic • Online meetings
management
questions
tool • Email response
• Phone calls
• Face to face meetings
• Web updates, videos
Refer specific • Marketing materials
questions to
adviser • Strategic personal touch by
marketing
• Online chat

17. project planning

18. July - Dec 2011 Marketing Strategy & Tactics
2010 2011 2012
July Aug Sep Oct Nov Dec Jan Feb Mar April May June July Aug Sep Oct Nov Dec Jan
Get familiar with EMP, ITP, DEP, CAETE, CEAS and CU Boulder – students, faculty, staff and internal bridge-building
Website analytics, SEO
Competitive Analysis
Distance programs ITP, DEP, EMP and the rest…. SWOT in process
Current Condition - EMP
Enrollment stats, strengths,
weaknesses, barriers, opps Advertising &
Military Fairs CRM– Lead
EMP
Manageme
Access
EMP Image, Brand – nt Process
Dbase Market Research – Focus Groups
Logos, key messages,
Strategic Plan
Gradschools.com listing, banners, pay-per-click
Collateral materials, PowerPoints, Web, Creative Assets
Print publications, merchandising, landing pages, EMP web overhaul/CMS, photography, video
capture, features
Synergy Marketing
Current Condition – ITP, DLP
Goals, analytics, internet mkg, lead gen,
Enrollment stats, strengths,
weaknesses, barriers, opps proj man
Email & Online Meetings
Digital Energy Business Development Pilot – Ball
launch plan Aerospace, NREL, SWE

19. Jan - July 2012 Marketing Strategy & Tactics
Jan Feb March April May June July
Business Development Pilot – Ball Aerospace, NREL, SWE
CRM launch + prospect email “drip” campaign
Websites – EMP, ITP
Local radio – NPR
Internet marketing
(Landing pages, email template, banner ads)
Creative Assets
1-pagers; Degree & Certificate Sheets; Faculty Profiles; Research and Student Projects; Courses
Video Testimonials – Students, Faculty and Alumni
Publicity – 3-5 articles
Conversion process continual improvement+ Weekly Analytics & Reporting

20. research & development
testing | webinars | data management | multimedia development

21. Communication Funnel
Emails & Info Sessions: Fall 2011
Day-to-day program engagement: emails, phone calls, web searches, advising
Remove from
prospect list
(KL/PT)
Opt Out
4-6 weeks later 4-6 weeks later
receive follow up 1 receive follow up 2
email from KL/PT email from KL/PT
E-mail
No Response
4-6 weeks later
Thank you - check
Sign up – Attend receive follow up
out spring class
Email sent with email from KL/PT
Signs up for Info
Info Session log in
Session
info Sorry we missed
Sign up – Do Not
you Invite to next
Attend
session
Goals for Marketing
• Test drive the process
• Learn
• Adjust
• Try again

22. Email Tests & Online Info Sessions
October | November | December
E-mail #1
• Theme: ―Thank you for Connecting with
Us‖
• Call to action – sign up for info session and
pick a course that starts in the spring
• Email drops Sep 30
• Follow ups with info session log in info
• Follow ups post info sessions (per program)
Oct Info Session
• Focus: Background and features of program
• Program features: length, pricing, degrees,
certificates, calendar items
• Program flexibility – distance and on campus
• Who is the program, why this program
• Next steps – start a class now, connect with
advisor

23. SWE & Ball Aerospace
Webinar | Kick Off Mtg
• Theme ―Continuing
education‖
• Focus: Graduate
engineering education
with emphasis on CAETE
programs
• Listening and learning
Webinar-Specific Notes
• Two faculty, 1 current student, 1 alumni
(Marcie/Rebecca facilitate)
• November webinar
• 10% discount
• One hour lunch and learn
• Live format with Q&A
• Taped for future viewing
• Invites will go local, regional and national

24. Multimedia Development
Photography

25. Multimedia Development
Video B-roll and interviews
• Purpose: Use in series of videos
to be produced for web,
advertisements, email
• Goal: Library of generic footage
for 2-3 year use
• Key messages to convene
• Graduate-level EMP video: Grant Beverage, alumnus
• Anytime, anywhere with
mobility
• Breadth and depth of region
• CU statistics and rankings
Shot List
• Campus
• Boulder
• Denver
• Interlocken
EMP video: MaryKate O’Brien, student

26. June 2009-Jan 2012 Multimedia Development
Html > CMS for EMP
Jan 2012+

27. Database Development & Lead Management
Customer Relations Management System | salesforce.com
• Central management for all incoming leads
• Qualify leads
– A (Alpha) interested, timing, tuition on
track
– B (Beta) interested, not committed in
timing or tuition Create an ―ideal‖ for
the prospect—one
– Z (Zeta) non responder for 24 months that plays to our
• Drip Messaging particular strengths.
– Develop a high quality steady flow of  I want to get a
communications, with program specific master‘s degree
information, with calls to action to keep  I want to start
the prospect engaged in order to deliver next fall
a positive brand experience.  My company has
education
– Thematic emails that cover important benefits
topics relating to distinctive program
benefits and features as well as critical
issues to resolve when selecting your
program.

28. Drip Messaging as part of CRM
Email 2
ETC Email 3
Beta Status
Email 10 Email 4
BETA status
changes to ALPHA
when prospect
clicks “I’m ready
to connect”
Email 9 Email 5
Email 8 Email 6
Email 7

29. internet marketing

30. Internet Marketing
Go global > Capture their data > Convert
• Purpose and message:
• Increase enrollment
• Build awareness
• Engage prospects when they
Components
are actively thinking about
• Banner ads
returning to school for one of • Adwords
these areas of study • Skyscraper ads
• Landing pages
• Encourage them to enroll in a
• Monitor,
class now and apply later. reporting,
analytics
Goals
• 4% increase in
applications
• 10% increase in
enrollment

31. Internet Marketing
Landing Pages

32. Internet Marketing
• PPC Campaign with a $0.72 bid price Facebook
• Flight: 3/13/12 – 5/31/12
• Targeting: Detailed on following slides
by program
Total Facebook Investment: $7,760 gross

34. Internet Marketing
LinkedIn
ITP, DEP, CS ECEE, AERO EMP
CPC Campaign with a $3.65 bid price CPC Campaign with a $3.65 bid price • CPC Campaign with a $3.65 bid price
Flight: 3/13/12 – 5/31/12 Flight: 3/13/12 – 5/31/12 • Flight: 3/13/12 – 5/31/12
Estimated Target Audience: 61,442 Estimated Target Audience: 67,077 • Estimated Target Audience: 128,770
Adults: 25-34 Adults: 25-34
• Adults: 25-34
Selected Locations Selected Locations
• Selected Locations
• Colorado, California, Texas • Colorado, California, Texas
Selected Industries Selected Industries • Colorado, California, Texas,
Georgia, Massachusetts, Alabama,
• Computer & Network Security • Computer & Network Security
New York, Arizona, Washington
• Computer Hardware • Computer Hardware DC, Washington
• Information Technology and Services • Information Technology and
• Selected Industries
• Telecommunications Services
• Telecommunications • Computer & Network Security
• Mechanical or Industrial Engineering
Selected Job Functions • Mechanical or Industrial • Computer Hardware
Engineering • Information Technology and
• Information Technology
• Aviation & Aerospace Services
• Engineering
Selected Job Functions • Telecommunications
• Information Technology
• Mechanical or Industrial
• Engineering Engineering
• Aviation & Aerospace
• Selected Job Functions
• Information Technology
• Engineering
Total Linked In Investment: $7,760 gross

35. Internet Marketing
Banner Ads
• Demo Targeting: Adults 25-34, College Graduates
• Behavioral Targeting: Increase awareness and
drive enrollment by targeting users who are
actively performing behaviors related to your
ideal audience. (see definition of Education
Seekers on following slide)
• Geo Targeting: Colorado, California, Texas
• Channel Targeting: ‗News & Information',
‗Education‘, ‗Science‘
• Keyword Targeting: Include all of the relevant
Undergrad programs that associate with ITP, DEP,
EMP, AERO, ECEE & CS
• Site Retargeting: Continue to reach users who
have visited your site across a network of sites
through pixel tracking. Site re-messaging allows
CU to remain top of mind with a valuable
audience who has already expressed intent,
increasing the opportunity to drive enrollment.

36. Animated Banner Ads Internet Marketing
Aerospace Banner Ads
EMP
DEP
Banner Ad
Flash | 160x600

37. Animated Banner Ads Internet Marketing
Aerospace Banner Ads
EMP
DEP
Banner Ad | 300x250
Banner ad | 728x90

38. Landing page
Internet Marketing
How it works…
Banner ad
Auto thank you email
Why CU page

39. reporting

40. Reporting & Adjusting
Types of Reports
• Banner performance using audience
science
• Pay-Per-Click performance
• Campaign Summary
• Search term report
• Google Analytics
o Unique visitors
o Form visits
o Referring search engines and sites
o Keywords
o Top visited sites
o Visitor loyalty
o Visitor reach
1/8/2013 DRAFT Marketing Plan.. work in progress

41. Reporting & Adjusting
Banner Ad Report
Banner Ad Report (2 week snapshot)
What matters
• Impressions: How many
times the banner
appeared
• Clicks: How many times
a user clicked-through
to the landing page
• CPC: Associated cost
each time the banner is
clicked on
• Conversion: Number of
individuals who clicked
on the banner and went
to landing page

42. Reporting & Adjusting
Overall Campaign Report
Campaign Report (2 week snapshot)
What matters
• Impressions: How many times the
program key words were searched
• Clicks: How many times a user clicked-
through
• Average position: Where the program
showed up on a search engine list
• Conversion: Number of individuals who
submitted the request info form

43. Reporting & Adjusting
Key Term Report
Key Words and Key Phrases (2 week snapshot)
What matters
• Ad Group: Category assigned to the various graduate program
• Campaign: Name of campaign affiliated with graduate program
• Impressions: Number of time key word or phrase appeared on a search or
affiliate site
• Clicks: Performance of the key term
• CPC: Cost affiliated with key term based on performance
• Conversion rate: % of time key term led to a click through to the landing
page

44. Reporting & Adjusting
Cost per Click & Social Media
Key Words and Key Phrases (2 week snapshot)

45. Reporting & Adjusting
Google Analytics
1 year snapshot
Google Analytics
• Unique visitors
• Form visits
• Referring search
engines and sites
• Keywords
• Top visited sites
• Visitor loyalty
• Visitor reach

46. Reporting & Adjusting
Google Analytics
1 year snapshot
Google Analytics
• Unique visitors
• Form visits
• Referring search
engines and sites
• Keywords
• Top visited sites
• Visitor loyalty
• Visitor reach

47. Progress Report
Fall 2012
Measurable
• 10% increase in enrollments and
new students for 2012 met
• 20+ new applicants for spring 2013
• 2,000+ new prospects
• Increase of on campus students
Other Benefits
• Increased awareness
• Increase to consistency of message
• Improved ranking in search engines
• Solid brand for affiliation with CU
Boulder
1/8/2013 DRAFT Marketing Plan.. work in progress