A Primer on Measuring the ROI of Integrated Marketing and Branding Initiatives

December 9, 2011

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Overview

Learn proven methods to measure the return on your marketing and branding investments.

Higher education marketing professionals are under tremendous pressure to prove the effectiveness of their marketing and branding initiatives. To ensure funding, marketing offices must measure the return on investment of their strategies and communicate their success in tangible ways.

This webcast will provide you with a step-by-step primer on how to measure the return on investment of your integrated marketing and branding initiatives. You will learn best practices for measuring ROI and review examples from other institutions. As part of this webcast, you will also receive a measurement template that can be adapted to your own institutional marketing and branding efforts.

WHO SHOULD ATTEND

This webcast is designed for institutional marketing and communications professionals at multiple levels. Vice presidents and directors of marketing as well as mid-level marketing professionals will benefit from this session.

Agenda

Learning Outcome:

After participating in this webcast, you will be able to accurately measure the outcomes of your integrated marketing and branding efforts.

Friday, December 9, 2011

1:00 - 2:30 p.m. EST

Defining ROI - beyond the buzzword
- What should you be measuring and why?
- How often should you measure and how?
Understanding ROI and your institutional marketing budget
- What is your institution actually spending on marketing?
- How do you collect and compile budgetary information and analyze results?
ROI metrics
- 20 measurements you should use to assess success
- How to use data to make recommendations and decisions
- How to share data with colleagues

Instructors

Elizabeth Scarborough

CEO and Partner

SimpsonScarborough

Elizabeth is a nationally recognized expert in the use of research to drive marketing, branding, recruitment, and retention efforts. With 18 years of experience conducting marketing 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.

Registration

CD Recording of Live Webcast

$350.00

A Primer on Measuring the ROI of Integrated Marketing and Branding Initiatives recording

Attendee Information

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On-Demand Download of Live Webcast (180 day license)

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