PRESENTERS:

Robyn AndersonKim Halpern

How CU Denver Business School Marketed an Open House on Campus

WEBINAR | 9.21.16

About the Presenters

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Kim is Director of Marketing and Communications at University of Colorado Denver Business School. Kim develops and implements advertising and marketing strategies that lead to successful student recruitment.

Robyn is Vice President of Business Development at Converge Consulting. Robyn meets with colleges and universities across the nation to help them implement strategies to increase student recruitment and retention using new and next marketing methodologies.

Agenda

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CU Denver

The Event

Event marketing vs. Program Marketing

Setting expectations

Methodology

Strategy

Facebook Events

Facebook

Display/Retargeting

ABOUT CU DENVER

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THE EVENT

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9

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THE PROCESS

Discovery

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Methodology

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DISCOVERY

Research

Listen

Learn

STRATEGY

Analyze

Evaluate

Discuss

EXECUTION

Create

Measure

Implement

Strategy

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Execution

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Tips for managing successful multi-channel campaigns:

• Rotate ad creative• Implement additional

remarketing lists• Update social media

target audiences• Update ad messaging• Pause channels that

produce a high CPL• Implement new

channels

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THE PROJECT

Event Marketing vs. Program Marketing

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• Display Advertising• IP Address / Geofencing• Contextual / Behavioral• Specific websites

• Social Media Advertising• Facebook / Instagram• LinkedIn

• Search Engine Marketing (SEM)• AdWords / Bing Ads

• Retargeting / List Targeting• Display ads• Social Media

Ad Content & Creative

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Continued…

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Continued…

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Continued…

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Facebook Lead Generation Ad Example

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Remarketing

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Ad Spend

60%

30%

10%

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RESULTS

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Results

• 137 event RSVPs in 38 days

• 70% of total event attendees from Converge digital advertising

• $100 cost per RSVP

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Thank You!

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Robyn AndersonVP of Business Development, Converge

robyn@convergeconsulting.org

Kim HalpernMarketing Director, CU Denver

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CHRISTINE HUTCHINSVP for Communications

& Marketing, Mt. Holyoke University

JIA JIANGFounder & CEO,Wuju Learning

BRITNEY MULLERSEO & Content Architect,

Moz

MICHAEL SCHINELLICMO, Kenan-Flager

School of Business, UNC