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Keys to a Successful Agency-School Partnership

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Join Nina Hoy [University of Minnesota, Carlson School of Management] and Joel Pykonnen [FRWD] to discuss the pillars to a successful partnership.

Publicada em: Marketing
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Keys to a Successful Agency-School Partnership

  1. 1. ​Jeff Weiner ​Chief Executive Officer ​Joel Pykkonen ​Director, Momentum ​FRWD ​Nina Hoy ​Digital Media & Content Strategist University of Minnesota, Carlson School of Management #EDUCONNECT17 CASE STUDY Keys to a Successful Agency-School Partnership
  2. 2. #EDUCONNECT17 Agenda Introductions An agency partner vs. vendor The pillars to a successful partnership The student journey Full-funnel view Developing a partnership tomorrow
  3. 3. #EDUCONNECT17 Who We Are The Carlson School of Management exemplifies a commitment to excellence through a focus on experiential learning and international education, and by maintaining strong ties to the extraordinary Minneapolis/St. Paul business community. Carlson School of Management FRWD FOUNDED IN 2009 with the belief that the client/agency model needed fundamental change “The pace of change outside of McDonald’s has become faster than perhaps the pace of change internally,” -McDonald’s President, Mike Andres
  4. 4. #EDUCONNECT17 An Agency Partner vs. Vendor • Become engrained in the business • Challenge the norm • Constant ideation for growth • Educate and develop cross-functional teams • Transparency in numbers • Ownership of performance Partner Vendor • Order taking • Task oriented • Product/Service driven • Cookie cutter approach • Replaceable/commoditized
  5. 5. #EDUCONNECT17 Pillars to a Successful Partnership • Access to data • Fee/cost clarity • Teams and roles • Strategy and plan Transparency Communication Integration Accountability • Alignment of broader objectives • Coordinated approach • Weekly communication • In-person meetings • Ad stack ownership • Capability and knowledge transfer • Break down silos across the org. • Freedom to test and react • Tied to long-term effects • Regular spend audits • Celebrate success and failure
  6. 6. The Student Journey #EDUCONNECT17
  7. 7. #EDUCONNECT17 Awareness ??? How Many Marketers View the Path to Application Awareness Information Request Event Attendance Student Application How We View the Path to Application
  8. 8. #EDUCONNECT17 “The student journey is not a linear path. Marketers must provide the content prospects need at their point in the decision making process to be successful.”
  9. 9. #EDUCONNECT17 Admitted Student App Start Event Attendance Info Request Connecting the journey Awareness • CPC • Social • Programmatic Display • Trade Orgs • OOH
  10. 10. #EDUCONNECT17 Admitted Student App Start Event Attendance Info Request Connecting the Journey: Awareness Awareness • CPC • Social • Programmatic Display • Trade Orgs • OOH • Why an MBA? • Industry news • Alumni success stories Awareness
  11. 11. #EDUCONNECT17 • CPC • Social • Programmatic Display • Trade Orgs • OOH Admitted Student App Start Event Attendance Info Request Connecting the Journey: Consideration Awareness • Why an MBA? • Industry news • Alumni success stories Awareness • School rankings • Program USP • Faculty rankings • Alumni success stories Consideration • Display • Social • Email • Phone Remarketing
  12. 12. #EDUCONNECT17 • CPC • Social • Programmatic Display • Trade Orgs • OOH Admitted Student App Start Event Attendance Info Request Connecting the Journey: Capture Awareness • Why an MBA? • Industry news • Alumni success stories Awareness • School rankings • Program USP • Faculty rankings • Alumni success stories Consideration • Career advisement • School rankings • Program USP • Classroom environment Capture • Display • Social • Email • Phone Remarketing
  13. 13. #EDUCONNECT17 Example of Audience Segmentation “I feel like the best opportunity for me to advance my career is to earn my MBA. The school I choose should prepare me to be a leader.” Undergraduate Degree: Business Current Industry: Retail Current Job: Marketing Age: 27 Location: Metropolitan area Program Interests: FT MBA About Calvin Competent, but not at the leading edge Very connected with mobile Active on social media, but mostly for connecting with friends/family Heavily researches his decisions, especially with education/career Media Consumption Awareness +
  14. 14. #EDUCONNECT17 Example of Audience Segmentation “I feel like the best opportunity for me to advance my career is to earn my MBA. The school I choose should prepare me to be a leader.” 6 months into his journey and has identified 3 possible schools. Considering 1-2 different programs and is concerned about how school will affect his work/life balance. Calvin’s Journey Information Request +
  15. 15. #EDUCONNECT17 Example of Audience Segmentation Event Attendance + “I feel like the best opportunity for me to advance my career is to earn my MBA. The school I choose should prepare me to be a leader.” 12 months into his journey and is motivated by the thought of career/financial advancement. Heavily searching for information about schools on his shortlist and beginning to consider how cost will impact him. Calvin’s Journey
  16. 16. #EDUCONNECT17 Example of Audience Segmentation Application Start + “I feel like the best opportunity for me to advance my career is to earn my MBA. The school I choose should prepare me to be a leader.” 18 months into his journey and seeking feedback from family and peers. Determining which school and program is best for his needs. Feeling anxiety over the application process and being accepted. Calvin’s Journey
  17. 17. #EDUCONNECT17 Develop a Partnership Tomorrow 1. Ask difficult questions that matter 2. Involve key leaders in big picture planning 3. Meet in-person, regularly 4. Dream together 5. Celebrate success & failure
  18. 18. #EDUCONNECT17 +

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