|
Overview:
Higher education marketing professionals are under tremendous pressure to prove the effectiveness of their marketing and branding initiatives. To ensure continued funding, marketing offices must measure return on investment and communicate success to the right people. This takes time, energy, and an understanding of marketing methodologies–all of which can be difficult to come by.
The Measuring the ROI of Integrated Marketing and Branding Initiatives on-demand webcast will provide you with a step-by-step primer on how to measure the return on investment for integrated marketing and branding initiatives. You will learn best practices and potential pitfalls, and also review multiple examples of how ROI has been successfully measured at other institutions. Resources and a template for a measurement dashboard will be also provided.
Target Audience:
This on-demand webcast is designed for marketing and communications professionals who want to more effectively measure the ROI of their integrated marketing and branding campaigns. Vice presidents and directors of marketing, as well as others with marketing-related duties, will find the balance of expert perspective and useful tools and resources to be a major benefit to advancing their efforts.
Program Agenda:
| ON-DEMAND Presentation |
| Live Session Took Place On Thursday, December 4, 2008 |
- Defining ROI –Beyond the buzz word, what does the term ROI really mean?
- Why should you be proactive about ROI?
- What you should be measuring
- What you can't measure
- What is too expensive to measure
- Employing corporate measurement practices–What can/is being applied to higher education
- Common ROI-focused questions to ask/principles to consider
- Understanding the true marketing budget situation at your institution
- What is your institution actually spending on marketing?
- Who on your campus is making marketing expenditures? How much are they spending and on what?
- How do you collect this information? Where do you look for it?
- How do you assess the actual university-wide budget for marketing?
- Establishing a marketing/branding dashboard–what does this look like?
- Defining the dashboard concept
- What data should your dashboard include and how will you collect this?
- Using your dashboard data to establish a research agenda
- Using the data to make recommendations and decisions
- Sharing your findings with your institution's leadership
- Tools/Supplemental resources
- Sample integrated marketing dashboard
- Template to use when collecting information on campus-wide marketing budgets
- Sample inventory of campus-wide marketing expenditures
|
Instructor:
Elizabeth Scarborough, President and Partner, SimpsonScarborough
Elizabeth is a nationally recognized expert in the use of research to drive marketing, branding, recruitment, and retention efforts. With 17 years of experience conducting market research, she is an innovative leader in developing marketing intelligence. Elizabeth specializes in the applications of qualitative and quantitative research to develop brand strategies. Her groundbreaking approaches to marketing and research have become industry standards. She currently serves as chair of the American Marketing Association's Symposium for the Marketing of Higher Education.
Ordering Information:
Ordering
Order online using our secure ordering system, or call 720.488.6800. After ordering, you will receive a confirmation of payment or an invoice, depending on method of payment. All audio is streamed on your computer speakers using your computer's sound card. |
Shipping
A CD-ROM version of the archive will be mailed within 3 business days of the time the order is placed. Shipping within the United States and Canada is free of charge. For orders shipped outside the United States and Canada, an additional $35 USD will be charged. |
Order Online:
|
