November 2, 2018 - NYC Marketing Seminar

1. Making the Most of your
Multi-Channel Marketing
Elevate your Marketing with a Multichannel Approach
Sean McCloud
October, 2018

2. Why Multi-Channel?
Ads Elevate Email!
• Builds on well established Email Marketing
• MDR customers who utilized one or more ad
channels along side their email efforts saw on
average: 20% Higher Open rates
24% Higher Click rates
as compared to all average Email rates
• Brand Exposure is expanded beyond what
any one channel can achieve
• There is a 100% open rate for display campaigns
100,000 Delivered
Emails & Ad
Impressions

3. The Channels
• Each Channel has a role!
• Digital ads: The focus is on a broad audience of prospects. This
maintains mindshare for your targeted audience to build brand
recognition and to support more direct marketing
• Email and Social ads: A combined effort of email and social ads
that mirror audiences in each channel increases reach to that
target group. These should have a specific call to action, e.g.
sign up for a trial, or request a sample copy.
• Email Provides direct 1-1 communication, can be personalized and has
individualized reporting
• Email Clicks have a name on them
• Facebook ads provide extended reach and click opportunity to an
anonymous audience, without the filter of an inbox

4. Why Multi-Channel?
20
%
9A -
12P
6AM 5AM
Email
Engagement
Ad
Impressions/Engagement

5. Getting Started:
Actionable Intelligence
Knowing who you are targeting, and why you
are targeting them

6. Learn About Your Audience
As we will see later,
specific messaging is a
key to success, but
who should you be
targeting?
For the education
industry there are
numerous reports
available to guide
marketers’ decision
making.
Where Primary Purchasing Decisions Are Made
School District Both
Library/reference materials X
Apps in the classroom X
Supplemental materials (print/physical format) X
Social emotional learning programs X
Formative assessments X
Textbooks X
Facilities improvements X
Digital curriculum X
Professional development materials and programs X
Instructional hardware X
State of the K12 Market; 2016-2017

7. Know Your Decision Makers!
High Levels of Influence
From Principals Survey: Rate
the level of influence on school
purchases of instruction and
curriculum materials for each of
the following individuals within
your school.
Principals are key to any
educational marketing and also
one of the hardest groups to
effectively reach!
State of the K12 Market; 2016-2017

8. Know How Decisions are Being Made
State of the K-12 Market: Teachers Talk Technology
Teachers’ Role in Choosing an LMS
“Teachers’ opinions have weight in the selection of their schools’ learning management
systems and student information systems, and they are often the ones who must use
these programs to organize their student data day after day. Teachers are, or should
be, a large part of the selection process, and it’s important to keep teacher needs in
mind when selling platforms like an LMS or SIS to schools. Multiple people across a
district exert influence over purchasing decisions, and according to prior MDR
research, more than 90% of districts use committees made up of
teachers and administrators to evaluate products being
considered for purchase. Making a teacher a stakeholder in a product’s
success requires ongoing professional development training for any feature changes,
less confusion about how to store, access, and utilize student data, and more vendor
transparency.”

9. Campaign Performance
Simple Adjustments to Make the Most of your
Channels

10. Small Campaigns Improve Performance Over Time
• Smaller email campaigns perform
better on average.
• Allow for greater personalization
• Create opportunity for further
testing and learning.
• Stretch your marketing over a
longer period of time to develop
more consistent engagement
improving with each send.
• Complacency is the enemy of
successful Digital Marketing.
MDR Digital Trends Report 2018

11. It’s True for Ads Also
• Facebook Campaigns that served less than 100,000
impressions have on average a 20% higher CTR
• Sprints allow for less audience fatigue and increased
learning over time
• If you want to set up a larger campaign, have multiple
creative at the ready to ‘swap in’ to keep the campaign
fresh and your audience engaged.
MDR Digital Trends Report 2018

12. The More Ads the Better
MDR Digital Trends Report 2018
• Ad fatigue can turn a strong campaign into a
weak one over time.
• If you cannot manage many smaller
campaigns, spend time early in the set up to
use multiple creatives.
• Creative swaps and optimization can be the
difference between an average campaign and
a stellar one.

13. Specificity Works
Subject Lines
California Retirement income/403(b) Retirement
2.77% Open Rate
CalSTRS/CalPERS/403(b) Retirement
10.48% Open Rate
Ad Headline
Learn about a unique approach to help GA school districts reach their operational
goals.
.25% Click Through Rate
Hear from Georgia superintendents about innovation, efficiency and school
improvements.
1.31% Click Through Rate

14. Images Matter!
1.92% CTR
.41% CTR
• The stock photo of a
teacher helping 4 kids at
a table has been used,
reused and overused.
• Moving away from stock
photos has increased our
average Click Rate on
Facebook by 100% on
average
• Engaging images drive
results!

15. Consistency Builds your Brand
• Replicate your audience across all channels as well as
you can.
• Consistent brand identity from channel to channel
builds familiarity with your brand and message.
• Using your email subject line as the headline of a
Facebook Ad allows for the end user to be familiar
with the offer as they see it.
• Color schemes, language and offers replicated across
channels build a strong multi-channel campaign.

16. Customer Review
One customer leads channel
performance by performing in
all channels

17. An Integrated Approach
• This customer fully embraced MDR’s Multi-
Channel Marketing offerings.
• Reviewed Promotions from July 2017 through
March 2018
• During this time period we served just over 1.9
million ad impressions across Facebook and
Web, and delivered more than 1 million emails.
Email
Web
Ads Faceboo
k Ads
Impression Breakdown

18. • Multi Channel Click breakout:
Email Clicks – 25,250
Facebook Ad Clicks – 12,120
Web Ad Clicks – 1,905
• Email is the clear stand out for total clicks with a
total average CTR of 2.45%, but as we will see,
email alone cannot generate this performance.
• In months that used Email, Facebook and Web
Ads simultaneously the average total email
is 2.71%!
Clicks, Clicks, and More Clicks
Email
Web
Ads
Faceboo
k Ads
Click Breakdown

19. Multi-Channel Visualized
Facebook Web
Advertising
Email
Dec 31
15k
Impression
s
Opens
1,000
Dec 31 Jan
28
This customers’ emails had a 3.62% click rate during this time

20. Email Opens and Clicks Over Time!
Between December 15 and February 19…
Thanks to channel integration, email messages continue to
receive open and clicks up to the 30th day of reporting –
nearly unprecedented !
Type Total Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Through
Day 14
Through
Day 21
Through
Day 30
Opens 24,701 16,153 2,227 781 479 706 366 363 1,325 700 1,601
Clicks 11,445 9,542 504 150 141 620 71 62 203 102 47
*totals from all email campaigns during the defined time frame

21. An Integrated Principal Audience Breakdown
The most frequently targeted educator throughout the campaigns
included in this review is the Principal Group, which includes main and
assistant principals. They were in:
• 70% of Facebook Ad campaigns
• 75% of Web Ad campaigns
Across all customers we have a 6.21% open rate for Principals. This
Customer has a 9% open rate for Principals.
Assistant Principals see a 5.41% open rate. This Customer has a 8.41%
open rate.

22. Channel Schedule
Digital ads: Brand support should remain steady. At a minimum,
schedule your digital ad campaign to start prior to the launch of
important email and social campaigns. Create a base for your marketing
by serving branding ads continually.
Social ads: Social ad campaigns should ‘bubble wrap’ your email
campaigns. Build familiarity with your specific call to action before the
send, and support email clicks with continued messaging. Social Ads
can be served to your total audience that many smaller emails will be
sent to.
Email: Email campaigns should be well supported with digital messaging
and serve as an engagement spike in the middle of your social
campaigns. With smaller campaigns your emails can be sent consistently
during peak engagement periods.

23. Key Takeaways
• Multi-channel drastically increases your reach
• Know your audience
• Small campaigns
• Specificity wins
• Consistent brand experience
• Stock photos generate less engagement
• Layer your audience with multi-channel promotion to elevate email and
improve ROI
• Not every campaign is a home run.

24. Thank you!
Sean McCloud
Digital Product Manager
McCloudS@dnb.com
MDREducation.com