How do you combine a 100-year celebration with efforts to drive awareness and create community? As part of our work with Cornell Cooperative Extension, Media Logic developed a social marketing program to achieve just these goals.
Making a connection with any target audience will only hold value if the connection you create is honest.
Few products set the marketing bar higher than EMBA programs from top business schools. In our work with the Johnson School at Cornell University, Media Logic helped the school extend its brand to more than 20 markets through an integrated conversation-centric marketing campaign. We employed a wide array of targeted media as well as automated communication that was used to spark a dialog with the school's admissions team.
Key to the success of these campaigns was sophisticated web analytics that allowed us to track results, report them in real time and make continual refinements to the campaign. As a result, we were able to:
We recently developed a Mine & Dine report for one of our higher education clients, summarizing the analytics for a marketing microsite that was part of an integrated campaign. The report revealed some impressive results, including:
You know how hard the situation is… whether you are in marketing or in recruitment. Resources are scarce. And prospects are harder to convert. Read The Light at the End of the Funnel: Recruiting the Stealth Applicant to find out how colleges and universities can use those scarce resources to attract and convert top prospects by being conversation-aware and taking advantage of the full spectrum of media opportunities – including social media.
Executive MBA programs are growing increasingly popular among students, recruiters, and university administrators. But these off-site, at-a-distance and weekends-only programs come with one critical drawback: little (or no) campus time.
Cornell University’s College of Engineering's previous marketing of its Masters of Engineering programs had been limited and fractured. Media Logic developed a solution that could – for the first time – leverage the collective strength of Cornell’s M.Eng. programs while establishing a framework for capturing and nurturing qualified leads.
We recently offered a “social media audit” to our higher education clients - a customized assessment of their current social media efforts, those of their competitors and some initial recommendations on next steps. Many were surprised to learn that their competitors were actively using social media to, for example, create communities of accepted students, thereby impacting yield.
We’ve been having a great time working with one of our newest clients, Cornell Cooperative Extension, to help it prepare for its 100th anniversary celebration in 2011. Our partnership with CCE started with the development of a theme and messaging to excite internal audiences and the community at large about Cooperative Extension’s future priorities. Since then, we have launched a microsite, which will help lead the anniversary celebration.