Persona-Driven Marketing: Integrating Community Outreach, Student Recruitment and Advancement
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The webinar on persona marketing in higher education, presented by Damien Navarro, discusses the importance of integrating community outreach, student recruitment, and advancement through persona-driven marketing strategies. It defines personas as fictional characters representing different user types, emphasizing their role in understanding audience needs and enhancing marketing effectiveness. The session covers the development and implementation of brand narratives and user engagement strategies, culminating in successful fundraising efforts exemplified by UCI's $609 million campaign.
Persona-Driven Marketing: Integrating Community Outreach, Student Recruitment and Advancement
- 1. 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
- 2. Persona Marketing in Higher Education Webinar | Slide 2 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
- 3. Persona Marketing in Higher Education Webinar | Slide 3 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
- 4. Persona Marketing in Higher Education Webinar | Slide 4 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
- 5. Persona Marketing in Higher Education Webinar | Slide 5 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
- 6. Persona Marketing in Higher Education Webinar | Slide 6 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
- 7. Persona Marketing in Higher Education Webinar | Slide 7 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.
- 8. Persona Marketing in Higher Education Webinar | Slide 8 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.
- 9. Persona Marketing in Higher Education Webinar | Slide 9 Traditional Demographic Profiling Includes age bands, gender, income, social class, education, location, relationship status, etc.
- 10. Persona Marketing in Higher Education Webinar | Slide 10 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
- 11. Persona Marketing in Higher Education Webinar | Slide 11 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.
- 12. Persona Marketing in Higher Education Webinar | Slide 12 Thinking of Day in the Life of Your Audience • 3 Sample Personas for Same Non-Profit – The Advocate – The Learner – The Awakener 12
- 13. Persona Marketing in Higher Education Webinar | Slide 13 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
- 14. Persona Marketing in Higher Education Webinar | Slide 14 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
- 15. Persona Marketing in Higher Education Webinar | Slide 15 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
- 16. Persona Marketing in Higher Education Webinar | Slide 16 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
- 17. Persona Marketing in Higher Education Webinar | Slide 17 Messaging & Branding Priorities that Crossover 17
- 18. Persona Marketing in Higher Education Webinar | Slide 18 Approaching Brand & Persona Development
- 19. Persona Marketing in Higher Education Webinar | Slide 19 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?
- 20. Persona Marketing in Higher Education Webinar | Slide 20 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?
- 21. Persona Marketing in Higher Education Webinar | Slide 21 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?
- 22. Persona Marketing in Higher Education Webinar | Slide 22 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.”
- 23. Persona Marketing in Higher Education Webinar | Slide 23 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?
- 24. Persona Marketing in Higher Education Webinar | Slide 24 Approaching Brand & Persona Development • What quantitative data exists on the brand? Insights • What are the conversations surrounding a brand? • What demographic profile of the brand exists? St. Cloud State University University of Minnesota Duluth Minnesota State University, Mankato
- 25. Persona Marketing in Higher Education Webinar | Slide 25 Approaching Brand & Persona Redevelopment • What quantitative data exists on the brand? Insights • What are the conversations surrounding a brand? • What demographic profile of the brand exists? 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
- 26. Persona Marketing in Higher Education Webinar | Slide 26 Approaching SCSU Brand Redevelopment • What quantitative data exists on the brand? Insights • What are the conversations surrounding a brand? • What demographic profile of the brand exists? Mainstream Media Forum Titles 90 90 Days Days Social Networks 90 Days
- 27. Persona Marketing in Higher Education Webinar | Slide 27 Approaching Brand & Persona Redevelopment • What quantitative data exists on the brand? Insights • What are the conversations surrounding a brand? • What demographic profile of the brand exists? Mainstream Media Forum Titles 90 90 Days Days Social Networks Social Networks 90 30 Days Days
- 28. Persona Marketing in Higher Education Webinar | Slide 28 Approaching Brand & Persona Redevelopment • What channels deliver the brand narrative? Communication • Visually how is a brand narrative conveyed? • Does user experience support the brand narrative? 4%
- 29. Persona Marketing in Higher Education Webinar | Slide 29 Developing Brand & Persona Development
- 30. Persona Marketing in Higher Education Webinar | Slide 30 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
- 31. Persona Marketing in Higher Education Webinar | Slide 31 Developing Brand & Persona Development 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
- 32. Persona Marketing in Higher Education Webinar | Slide 32 Developing Brand & Persona Development Strategy Insights Web User Experience Brand Identity
- 33. Persona Marketing in Higher Education Webinar | Slide 33 Executing Brand & Persona Development Website Requirements Rollout Marketing & Creative & Content Document Communications Plan Campaign Launch Strategy Communication Plan 4% Insights Brand Identity
- 34. Persona Marketing in Higher Education Webinar | Slide 34 Executing Brand & Persona Development Measurement & Optimization Execution Strategy Communication Plan 4% Insights Brand Identity
- 35. Persona Marketing in Higher Education Webinar | Slide 35 Persona Driven Marketing for UCI
- 36. Persona Marketing in Higher Education Webinar | Slide 36 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
- 37. Persona Marketing in Higher Education Webinar | Slide 37 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
- 38. Persona Marketing in Higher Education Webinar | Slide 38 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
- 39. Persona Marketing in Higher Education Webinar | Slide 39 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
- 40. Persona Marketing in Higher Education Webinar | Slide 40 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
- 41. Persona Marketing in Higher Education Webinar | Slide 41 $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.
- 42. Persona Marketing in Higher Education Webinar | Slide 42 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
- 43. Persona Marketing in Higher Education Webinar | Slide 43 Questions? • We’d love to hear from you. Let us know if you have any questions!
- 44. Persona Marketing in Higher Education Webinar | Slide 44 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
- 45. Persona Marketing in Higher Education Webinar | Slide 45 Thank You For Your Time! Damien Navarro Managing Partner [email protected] 949.857.4000 x 101