hemsa recap 11.18.10

HEMSA’s Recap of the AMA Symposium for the Marketing of Higher Education

“What can San Diego teach San Antonio?”

November 18, 2010 1

Session Tracks ¡ Marketing Metrics

¡  Brand Strategy and Management

¡ Operations and Strategy

¡ New Media

¡ Content Strategy

¡ Media and PR

2

My focus…

Overview 3

¡ Mobile will take over in the next 4 years… ¡  All information will be stored in a cloud; will be no

need for a hard drive

¡  LOCATION, LOCATION, LOCATION ¡  Location change is everything to mobility

¡ One’s phone is an extension of oneself. ¡  Has four of the five senses: sight, touch, sound,

smell…okay maybe smell is stretching it.

¡  Have you named your phone? Do you pet it? Do you sleep with it?

4 “Fish where the fish are.”

5

6

¡  Part of the clear, consistent messaging that provides additional platforms to share the brand story

¡  Propels brand to become a point of dialogue; making many brand ambassadors

¡  Listen. Contribute. Give to get.

¡  Understand that you don’t CONTROL the message

7 “Today, 25% of U.S. adults have

Smartphones. By 2011, that number will increase to 50%.” -Nielson

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9

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Source: www.hitwise.com

11 It’s not about bought media anymore…

it’s about earned media.

¡  Happy Birthday to my favorite Facebook friend

¡  interactions vs. push messages

¡  Be authentic.

¡ Variable data à PURLS (personalized URLs) à better tracking = cost savings

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15 Attract Respond Learn

• TEST!

• Learn before the offer

• Adjust on-the-fly

• Personalize the experience

Outside Data

Your CRM

System

Decision

Action to

close

Your CRM

System

16

¡  Has anything really changed in branding?

¡  You only THINK you control your brand. ¡  Your messages must be consistent throughout

mediums. Even more so now.

¡  Unite social, web, print (yes!)…add mobile!

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21 Discussion