Implementing Technology with an Eye on ROI

Stamats Integrated Marketing Conference
Eye on the Prize: Implementing Technology with an Eye on ROI

Karlyn Morissette Dartmouth

"Communications makes marketing tactics tangible"

Marketing steps

1. Set goals

• What's success
• Make sure they relate to business goals
• Goals must be measurable
  

2. Plan communications - consider costs; inside or outsource?

• Which medium?
• What is strategy for each?
  

3. Execute
4. Assess

• What happened? did you meet your goal?
• Did that result in a return? (Conversion)
  
• How can you improve for the next time.
  
• Share your success - make it tangible, give it context, offer recomendations
  

emarketing is not different from marketing in other media - above 4 steps apply

Use email marketing to -

• increase applications
• register online for event
• online gifts (online OR by phone)
• start a conversation?
  

Facebook ads - they're all pay per click. Inexpensive , successful

Blogs are good for -

• Real stories of student experience
• Interaction with current students
• Make announcements, calls to action
• Insight into your audience
  

Social Networks are good for -

• Having fans, friends, followers is valuable
• Engaging students over the summer (would have been great for that TouchNet rollout, hey)
• Allow alum a way to interact and share with each other

social roi
what would it cost to disseminate infor
how much did you save in 'sugar off'

Key takeaways

• Goals first, not technology
• Measure everything
• Dollarize your results to calculate roi
• Ask what you can do better next time