Getting Results from Your Marketing
Communications
2014 Print Management Workshops
May 6, 2014
Today’s Topics

Goal Setting

Target Audience

Channel Selection

Segmentation

The Pitch

Measuring Response/ROI

Testing
Student Gold Pass example woven throughout
2
Conventional Wisdom Says….
Results are based on 3 factors

Target Audience: 40%

Offer: 40%

Creative/Other: 20%
The Missing Element
Clarity on your goal and desired outcome
3
Goal Setting


Consider the intent of the communication

Getting people to attend an event

Having individuals make a donation
Establish a clear and measurable
goal

Getting people to attend the Print
Management Workshops (vague)

Get 30 people to attend Print
Management Workshop Session 5
(clear and measurable)
4
Selecting Your Target

Who is most likely to respond?

Get as detailed as you can – know who they are

Prioritize if there’s more than one group

The big question - Can you get to these individuals?

How? (this often
drives channel
selection)
Student Gold Pass
Focus Group & Surveying
https://www.surveymonkey.com/results/S
M-KT7DMVL/
5
A Few Words on Channel Selection

Key Factors

The size of your goal

The size of the commitment
you’re asking for

Buy a Doughnut vs. Come to
BC for 4 years

The channels you can use to
reach these individuals
General Rule
Student Gold Pass
Multi-Channel with Tracking
The bigger the ask, the more channels
and touches you’ll need
6
Segmentation


Why?

Prioritize

Personalize
Types of segmentation
2013 Gold Pass Sold by Class
2013
90
2014
1400
2015
925
2016
1442
2017
1762
Student Gold Pass
Breakdown by Classes, Culture
and Social Decision Making

Demographic (age, gender)

Psychographic (mindset)

Behavioral (things individuals have done in the past)
7
What’s the Pitch?

Elements

Messaging

Design

Offer

Define your most compelling story

Would it be stronger if you varied by segment?

Need to balance cost of varying message vs.
expected impact
8
Evaluating the Pitch
Does it….

Tell a clear story

Address potential barriers to
taking action

Include a clear call-to-action

Personalize as much as
possible (at no cost)

If there’s cost to
personalization, need to balance

Have a look and feel that’s

Consistent with the brand

Relevant to your target
Student Gold Pass
Personalized Communication
9
Measuring Response and ROI

Response metrics are helpful, but they’re not
your goal!

Print/Mail: Site visits, 800# calls

Email: Click rate, open rate

Ensure measures are in place to tell if you
achieved your desired outcome

Calculating ROI

ROI = Revenue Gained-Cost/Cost

Gain can be constrained by your goal

Cost needs to be constrained by your goal
Student Gold Pass
Tracking and Follow-Up
10
Testing
Components to test


Copy, font, images, offer, CTA, list, etc.
Testing techniques


•
Pilot testing w/ multiple campaigns
•
A/B testing
•
Multivariate testing
Cost factors
•
Testing before large-scale launch will maximize ROI
•
Testing copy or images in email campaigns before printed
pieces can save money
11
Student Gold Pass
Landing Page

Fully designed

Easy to use tabs

Promo codes

Automated
responses
12
Thank You!