Online MA Strategic Communication Digital Marketing Campaign Strategy by Rebecca L. Cooney, MSC February 2018 The Edward R. Murrow College of Communication / P.O. Box 642520 / Pullman, WA 99164-2520 / onlinemastratcomm.murrow.edu
Introduction The online M.A. in Strategic Communication offered in The Edward R. Murrow College of Communication at Washington State University is a highly competitive program designed for those who want to excel in advertising, public relations, corporate communication, and communication management. Students learn how to use advanced media tools, create data-based communication plans, and design and deliver integrated promotional campaigns across earned, owned and paid channels. The degree is tailor-made for communications specialists and other business professionals wishing to enhance their communications capacities. The program provides a comprehensive set of graduate courses designed for working professionals and adult learners who seek to become effective and ethical communicators. Courses are rooted in the foundation of research methods in partnership with courses teaching students best practices and industry standards in contemporary communication strategies and tactics. Students learn how to use advanced media tools, create data-based communication plans and design and deliver integrated promotional campaigns across earned, owned and paid channels. The degree is administered through Murrow College. We do not outsource teaching, advising, or administration of the program. All courses are designed and delivered by Murrow College faculty housed on the Pullman campus or our branch campuses. More than 16 full-time faculty teach in the program. Approximately 50% of faculty are published Ph.D. scholars with expertise in ethics, persuasion, research methods, health communication, advertising, and media literacy. The other 50% of faculty are professors of practice with more than 15 years applied experience in integrated communication, digital marketing, public relations, crisis communication, and market research. This combined instruction model ensures that students are exposed to contemporary best practices, trends, and technologies in the industry, as well as equipped with a strong foundation of knowledge in communication principles. Student engagement is built into each course and with it, students benefit greatly from knowledge share and mutual exchange. Faculty and students engage regularly throughout the duration of a course via email, discussion forums, phone, or video conference. Established in Spring 2014 Class size capacity: 25 students 118 graduates as of Fall 2018 Average completion: 5 semesters 100% online 79% graduation rate Digital Marketing Campaign Strategy 2 15
Executive Summary As of spring 2018, the online MA Strategic Communication program has logged more than 350 applicants and more than 272 admitted students. The program experienced a growth of 863% since launching in spring 2014 and now has more than 125 students taking 2-3 classes each semester. With a retention rate of 79%, the program has 118 graduates representing more than six countries, 21 states, and 60 U.S. cities. Each semester, 15-20 new students are admitted, and course capacities are limited to a maximum of 25 students. There are 10 courses in the curriculum all 100% online and offered every semester. On average, students take two classes per semester and complete the program in five semesters with continuous enrollment. Students ages range from 27-45 with a 40/60 male/female ratio. Eighty percent of our students seek financial assistance and 10% are active or retired military. The recruitment and promotions program for the online MA Strategic Communication program uses strategies, tactics, and tools across earned, owned and paid media channels. The recruitment program includes social media engagement, online advertising, email marketing, grassroots outreach, public relations and media relations, website maintenance, market research, and live, interactive information sessions. Total program enrollment caps at 175 students. With an average of 20 students graduating each semester, it is imperative we maintain, monitor and adjust a sustainable recruitment program to ensure new students join the program each semester. It is our goal to admit 20-30 new students each semester and sustain course enrollments at 15-20 students per course per semester. The main goal with recruitment efforts is to motivate prospective students to attend one of the live, interactive webinars held twice a month in fall and spring, complete the WSU Graduate School application, and upon acceptance, enroll in courses for the next available semester. The Digital Marketing Campaign Strategy is designed to be repeatable every semester (fall, spring, summer), adjusted as needed, and updated annually. The goal is to create a manageable, efficient, and sustainable campaign that requires limited oversight by program administrators and includes a systematic approach to reaching our target audience. Estimated expenditures in paid promotions is $3,500/semester ($10,500/year). Community of Interest Analysis Below is a summary of organizations, publications, events, and other thought leaders and influencers who the online MA Strategic Communication program can draw upon for references, ideas, and shareable content. With several of those listed, there are also opportunities for online advertising, underwriting, event sponsorship, speaking engagements, market research, and special webinars. Ranking Organizations and Publications Social Media Influencers Bloggers Industry Professional Organizations Industry Events AffordableCollegesOnline.com BestValueSchools.com CollegeChoice.net Forbes Best Colleges for Adults Kiplinger s Best College Values Seth Godin: Digital media Gerald Baron Reputation management Mark Ragan: Corporate communications Ad Age Brand Republic HubSpot LunaMetrics blog Marketing Land American Society of Media Photographers Association for Women in Communications Council for Advancement and Support of Education (CASE) Arthur Page Society Annual Conference Content Mkg Conference Content Marketing World CASE Conferences InBound Digital Marketing Campaign Strategy 3 15
MastersinCommunication.com NonprofitCollegesOnline.com NonprofitCollegesOnline.com SuperScholar.com TheBestColleges.com TopManagementDegrees.com TopUniversities.com U.S. News & World Report Best Online Graduate Programs David Meerman-Scott: PR and advertising Darren Rowse: Blogging Ann Handley: Digital marketing Jeff Bullas: Social media marketing Linda Bustos: ecommerce Marketo blog Moz blog PRSA Smart Brief Smart Insights Social Media Examiner TechCrunch Venture Beat International Association of Business Communicators (IABC) Northwest Communication Association PRSA Greater Oregon PRSA Puget Sound PRSA Spokane Society for Technical Communication Western States Communication Association Intelligent Content Conference IABC World Conference Marketing Prof s B2B Marketing Forum Ntl Summit on Strategic Communications The DigiComm Summit PRSA International Conference Ragan Conferences World Public Relations Forum Content Strategy Currently, the online MA Strategic Communication program has a designated website housed within the Murrow College web infrastructure hosted by Washington State University Web Communications. WSU Global Campus also hosts a page devoted to the program within their online graduate programs listings. All social media engagement is delivered through existing Murrow channels on Facebook, Twitter, and LinkedIn. Online MA Strategic Communication Owned Channels Murrow on Facebook Murrow on LinkedIn Murrow on YouTube Online MA Strategic @MurrowCollege /16172967/ @MurrowCollege Communication Website onlinemastratcomm.murrow.wsu.edu Murrow on Twitter @MurrowCollege Murrow on Instagram @MurrowCollege Online MA Strategic Communication on Global Campus online.wsu.edu/grad/stratcomm Digital Marketing Campaign Strategy 4 15
Campaign overall goals Conversion goals: Attend information session, complete Graduate School application, enroll in classes each semester until graduation Campaign content purpose Social media goals: Shares! Also likes and comments Website goals: Page views on the following pages: Program Overview, Apply, Curriculum and buttons for Request Info, Apply Now, and Attend Info Session Earned media goals: Publication of alumni features and press releases about program successes, rankings, etc. Paid media goals: Clicks on ads in Google Analytics, social media ads, ads in e-newsletters, banner ads The primary purpose of the content is INSPIRE or CONVERSION - attend information session, complete Graduate School application, enroll in classes each semester until graduation Target audience The primary target audience for the online MA Strategic Communication program are men and women between the ages of 27-55 who live in the western United States. Campaign theme They are primarily English-speaking individuals who work full-time, own property, are married, and have children. These individuals earned undergraduate degrees such as BA Communication, BA Advertising, BS Business, BA/BS Social Sciences, BA Interdisciplinary Studies, BA Journalism, BS Hospitality and Tourism, BA Education, BA Political Science, BA English, BS Information Technology, BA Literature, BS Web Technology, BA Digital Technology. BA Family and Community Services, BA Public Relations, BA Mass Communication, BA Criminal Justice, BA Management, BA Humanities. They are currently employed as teachers, communication specialists, active military, veterans, entrepreneurs, journalists, writer, account manager, community outreach, communication manager, video editing, marketing communications specialist, digital communications specialists. The program also attracts students outside the western U.S. and international, at-home moms seeking to elevate their academic credentials, recently retired military members and their spouses, and individuals with a long career (10+ years) down one path (e.g. journalism or K-12 teaching), and want to shift to a role in professional communications. The Online MA Strategic Communication Cohort Model launches in summer 2018 targeting employees in mid to large corporations who are interested in going through the program together. The campaign theme is not event-centric except to promote scheduled online information sessions. Otherwise, the messaging is more benefits-centric with messages about where the degree can take an individual professionally, alumni features, cost-comparisons to competitor programs, program awards and rankings, and other unique selling propositions. Jump Start Your Career! Digital Marketing Campaign Strategy 5 15
Where can Murrow take you? Real professors. Real skills. Real scholarship. Campaign tone The overall tone of the campaign is INSPIRE and MOTIVATE. We want individuals who are considering pursuing a terminal online professional master s degree to think of Murrow s online MA Strategic Communication program first. Call to action Visit the website Attend an information session Apply to Graduate School Register for classes Campaign Messaging Campaign Story: The campaign is about the value of continuing your education and pursuing an advanced degree. It is also about online delivery of courses and convenience of completing a degree program that is 100% online. The messaging focuses on the legacy of Murrow, quality of instruction, and immediate applicability of lessons learned. The program is affordable, accessible, and designed for individuals working full-time. Keywords and phrases: 1 Online master s degree 6 Online graduate degrees 11 Professional master s 16 2 Online MA communication 3 MA communication 8 4 5 MA strategic communication Murrow master s degrees 7 9 Online master s strategic communication Online graduate degrees in communication Online degree public relations 12 13 14 Affordable online degrees Accredited online degrees Award-winning online master s degrees 10 Professional degrees 15 WSU master s degrees 20 17 Washington State University graduate degrees Washington State University master s degrees 18 Global Campus 19 Murrow College graduate degrees College of Communication online master s degree Digital Marketing Campaign Strategy 6 15
Key Takeaways & Salient Points Affordable terminal professional master s degree at accredited four-year institution No GRE or prerequisites are required for admission No letters of recommendation are required for admission In 2017 Washington State University was listed in the top 25 Most Affordable Online Colleges by Best Colleges (BestColleges.com, 2017). Among Murrow College s top 10 competitive online master s in strategic communication programs, The Edward R. Murrow College of Communication Online MA Strategic Communication program ranks #3 in most affordable tuition. Total program cost is approximately $18,000 Program is 100% online On average, students take two classes per semester and complete the program in five semesters There is no thesis or research project to complete the program The degree is administered through Murrow College. We do not outsource teaching, advising, or administration of the program. All courses are designed and delivered by Murrow College faculty housed on the Pullman campus or our branch campuses. More than 16 full-time faculty teach in the program. Faculty equip students with the necessary balance of theory, research and practical application that best meet the needs of busy working professionals. 43% of alumni hold leadership titles in communication roles (manager, director, senior director) Attend free online information session Apply by [Dec 1, Apr 15, Aug 1] and master the field of advertising, public relations, corporate communication or communication management with the Edward R. Murrow College of Communication Online MA in Strategic Communication at Washington State University. Implementation Campaign implementation includes platform-specific tactics and tools for the company blog, Facebook page, Instagram account, and email. All promotional activities should map to the audience and be specific in purpose, content, creativity, frequency and timing, and roles. Editorial Calendar The editorial calendar represents a timeline for how messages will be delivered. The campaign duration is approximately 12 weeks. All content will align with campaign messaging, engage with the audience, and map to campaign goals. In addition to original posts created for the campaign, we will share posts, stories, assets, and events from individuals and organizations that add value to our campaign messaging. Digital Marketing Campaign Strategy 7 15
Standard Promo Rotation: Fall, Spring, Summer Recruitment Organic Facebook, Twitter, and LinkedIn posts promoting program overall, featuring alumni or promoting upcoming info sessions Paid ads on Google Adwords, Facebook, and LinkedIn with link to Online MA website or signing up for Info Sessions Pad ads in PRSA Smart Brief digital newsletter PRSA-Spokane sponsorship(s) when available and appropriate Rotating Murrow homepage features highlighting student projects, stories, alumni and other work related to the program or success Regular touch point emails for prospective students who have expressed interest but have not applied Editorial Calendar based on March 1 April 15, 2018 (6 weeks) Reference for ideal length of posts and ads: Sprout Social (2017) Editorial Calendar Key Digital Channel: Web, social media, e-mail. Indicates channel type Purpose: What are we trying to achieve? Entertain, inspire, spark dialogue, teach something, be relevant Content: What is the main campaign message or title? What type of post is it? Narrative vs. photo feature vs. video, poll, contest, event. Creativity: How will our content motivate audience engagement? Photos, video, boomerang, gif, meme, links, etc. An X is noted in the table as to reference assets or products that may be used as part of the post. Timing: When will the post appear on the channel? Date and time noted that is in line with best practices and industry standards for that channel. Author: Who is assigned to the task? Name of individual responsible for creating content. Digital Channel Purpose Content Creativity Timing Author Murrow Home Page Alumni Feature under Student Work Inspire Featuring Hope Evans. Link to alumni feature on Online MA StratComm site Text only Image(s) or meme Video Quote Link(s) X X X Audio or music Runs in a loop changes on refresh Begin rotation March 5 Ron Miller Murrow Home Page Alumni Feature under Student Work Inspire Featuring Joanna Martens. Link to alumni feature on Online MA StratComm site X X X Runs in a loop changes on refresh Begin rotation March 5 Ron Miller Murrow Home Page Alumni Feature under Student Work Inspire Featuring Shannon Blood. Link to alumni feature on Online MA StratComm site X X X Runs in a loop changes on refresh Begin rotation March 5 Ron Miller Digital Marketing Campaign Strategy 8 15
Facebook Post 1 Inspire 80 characters Sign up for info session Text w/link Photo(S) Video Live Video X X X Event Poll Mar 19 Mar 26 April 9 April 23 Corrie Facebook Post 2 Educate View program overview video X Mar 1 Corrie Facebook Post 3 Inspire Jumpstart your Career X Mar 8 Corrie Facebook Post 4 Inspire Program quick facts X Mar 1 Corrie Facebook Post 5 Inspire Alumni -where are they now? Infographic X Apr 5 Corrie Facebook Post 6 Educate Program awards and rankings X Apr 12 Corrie Twitter Post 1 Inspire 100 characters Sign up for info session Text w/link Photo(S) Video Live Video Event Poll Mar 19 Mar 26 Corrie X X April 9 April 23 Twitter Post 2 Inspire Feature Hope Evans X X Mar 1 Corrie Twitter Post 3 Inspire Alumni -where are they now? Infographic X Mar 8 Corrie Twitter Post 4 Inspire Where can Murrow take you? X X Mar 1 Corrie Twitter Post 5 Educate Program awards and rankings X Apr 5 Corrie Twitter Post 6 Inspire Alumni quote X Apr 12 Corrie Facebook Ad Inspire 90 characters View program overview video Jump Start your Career Text w/link X Photo(S) X Video Live Video Event Poll Weekly Mar 5- April 11 Corrie LinkedIn Ad (sponsored content) Inspire 150 characters Alumni -where are they now? Infographic X Weekly Mar 5- April 11 Corrie Digital Marketing Campaign Strategy 9 15
Seattle Times Ad Inspire Where can Murrow take you? Featuring Anna Cabrera X X 250,000 impressions over 10 days Corrie Email info session invites Inspire Overview of program Text w/logo Image(s) Video Action button X X X Social media links Coupon Sent within one week of info sessions Vicki Monitoring and Metrics By developing a system for campaign measurement, marketing can systematically review the discreet metrics associated with each campaign and adjust or discontinue campaigns as needed. Plus, a disciplined regimen of marketing analytics can enable marketers to justify the dollars they spend on specific programs by demonstrating the success of those campaigns. Oracle Marketing Cloud in The New Era of Marketing Accountability Success will be measured by the following key metrics: Reach: Are we reaching our target audience (as noted above) based on metrics and insights for website visitors and those who engage with our social media posts and ads Engagement: The campaign will be successful if we get at least 10 clicks on ads across the 6-week campaign Impact: Is our SEO working? Are people finding us based on keywords and phrases we have identified? Advocacy: Success will be measured by the number of individuals liking, sharing, or commenting on our Facebook posts. Are they signing up for information sessions, clicking on the link to apply to WSU Grad School, or clicking on the link to visit the MA StratComm page on Global Campus website? Conversions: Key conversion metrics including click-thru rate on ads and posts, likes/shares/comments on posts, signing up for information session, applying to Graduate School, registering for classes upon admission. Metrics Key Reach: Are we successfully reaching the desired target audience and segment groups? If not how can the content strategy, audience, or geographic targets be adjusted in order to meet objectives? Engagement: Is the audience engaging with our campaign? Are they clicking on links, sharing our content, completing forms? If not how can we adjust our calls to action, social media post gimmicks or other content types to inspire interaction? Impact: Are we seeing the desired search results? Are people finding us? How does our campaign presence compare to competitors? If not how can we adjust our search engine optimization (SEO), increase target advertising or adjust social media content to increase visibility? Advocacy: Are our prospects and customers liking, sharing, commenting or otherwise helping to spread the word about our campaign? If not how can we adjust the language and calls to action, add incentives or find ways to get existing fans to use their voice to share our campaign? Conversions: Are we collecting names? Driving visitors to our site? Making the sales? Getting clicks on ads? If not what can we do to adjust our SEO, modify our calls to action, add gimmicks and incentives to social media to better direct users to our desired outcomes? Digital Marketing Campaign Strategy 10 15
Previous Campaigns Visual References Facebook posts Digital Marketing Campaign Strategy 11 15
Facebook Ads Digital Marketing Campaign Strategy 12 15
LinkedIn Sponsored Ads Digital Marketing Campaign Strategy 13 15
Seattle Times (print and digital) Ads Digital Marketing Campaign Strategy 14 15
Infographic promoting Alumni Stats Sample Email Info Session Invite Digital Marketing Campaign Strategy 15 15