The highlights from my presentation on "Making the Move to Mobile: Student Acquisition Tactics" from the American Symposium on Higher Education.

1. MAKING'THE'MOVE'TO'MOBILE:''
STUDENT AQUISITION TACTICS FOR iPHONATICS

2. J O U R N E Y I N T O M O B I L E
T H I S W I L L B E O U R

3. 62%
38%
Desktop
Smartphone
THE SHIFT TO MOBILE IS REAL
Verve reaches 90% of US smartphone households with real time
pinpoint location accuracy.
87%
Google
12%
Facebook
13%
Time Spent
In-App on
Smartphones
Share of US
Minutes Spent
on Apps
% of Time Spent on Smartphone vs. Desktop
Mobile Spend By
2016
Hours per Day
Spent on Smartphone:
Devices
in the US:
4.7in 2015 $100 B200 M 90%
Verve In-App
Inventory

4. S T E P S T O M O B I L E :
A T E A C H E R S C O L L E G E & V E R V E M O B I L E C A S E S T U D Y
• PART 1: GET YOUR WEBSITE READY FOR MOBILE
• Assess: Key Challenges & Needs
• Data: Analyze It All
• Outline: Goals & KPI
• Design: Immediate & Long-Term Solutions
• PART 2: USE MOBILE TECHNOLOGY TACTICS
• Strategize & Partner
• Market & Promote (The Fun Part)
• Relish in Your Results

5. TEACHERS COLLEGE, COLUMBIA UNIVERSITY
• COLUMBIA UNIVERSITY’S GRADUATE SCHOOL OF EDUCATION
• 100+ academic programs in education, psychology, health &
human services, policy, and leadership
• 10 academic departments
• JUST CELEBRATED 125TH ANNIVERSARY
• LOCATED IN MORNINGSIDE HEIGHTS
• MORE THAN 5,000 ENROLLED STUDENTS
• FOUNDED ON PRINCIPALS OF SOCIAL JUSTICE, EQUITY, AND
EDUCATION AS AN EQUALIZING FACTOR IN THE LIVES OF ALL
PEOPLE

6. TEACHERS COLLEGE, COLUMBIA UNIVERSITY
• ENROLLMENT SERVICES MARKETING GOALS
• Generate Inquiries
• Assist in Driving Awareness of Academic Programs

7. T E A C H E R S C O L L E G E :
C H A L L E N G E S T O A D D R E S S
• OUR NAME
• FOCUS ON IN-PERSON RECRUITING
• CONFUSING SITE-WIDE NAVIGATION & TEMPLATE DESIGN
• Inconsistent branding
• We shaped user experience, not prospects
• TECHNOLOGY
• Poor Analytics
• Admission-based CRM
• OUR TEAM
• Only two marketing professionals

8. T H I N K & T H I N K & T H I N K
S I T E & U S E R A N A LY S I S

9. WHAT PERCENTAGE OF USERS ACCESS VIA MOBILE?
30%

10. C O L L E G E - W I D E S I T E C H A L L E N G E S
• CONTAINS OVER 40,000 INDEXED PAGES
• 94% OF 15,000 PAGES TESTED BY GOOGLE HAVE
MOBILE USABILITY ISSUES
• LACK OF SEO
• Duplicate page content
• Missing metadata
• 10,000 404 ERRORS

11. HOW DO USERS NAVIGATE? WHAT CONTENT IS MOST VISITED?

12. WHERE DO YOUR USERS EXIT? 6%

13. W E A L L N E E D
G O A L S
O U T L I N E Y O U R G O A L S A N D K P I
• OUTLINE W/ KPIs
• CLEAR, CONCISE, AGREED UPON
• MATCH TO MARKETING STRATEGY
• KEEP THEM SIMPLE

14. T E A C H E R S C O L L E G E :
G O A L S / K P I
• LEAD ACQUISITION
• MOBILE COMMUNICATIONS
• DIRECT USERS TO ACADEMIC PAGES
• APPLICATION CONVERSIONS

15. B U I L D I T
D E S I G N T H I N K I N G

16. M A K E A
L A N D I N G
PA G E
O U R I M M E D I A T E S O L U T I O N :

17. • IMPLEMENT ENTERPRISE GOOGLE ANALYTICS & MIXPANEL
• Future User Flow & Behavior Analysis
• CREATE INTERIM SITE
• IMPLEMENT MARKETING-SPECIFIC CRM/EMAIL TOOL
• Create Responsive Email Templates
• MAKE EXPERIENCE “PROSPECT FIRST”
• Remove “institutional requests” from our website
• LAUNCH NEW SITE
• CONTINUE TO CREATE NEW AND EXCITING CAMPAIGNS TO DRIVE TRAFFIC
O U R L O N G - T E R M S O L U T I O N :
C O M P L E T E A D M I S S I O N M A R K E T I N G O V E R H A U L

18. FA S T- F O R WA R D

19. FINAL: FULLY RESPONSIVE DESIGN

20. Moved
popular
content to
top-level
navigation

21. FINAL: GOAL DRIVEN
WEBSITE
Acquisition &
Application

22. EVENT REGISTRATION FORMS AREAS OF STUDY EMAILS
FINAL: RESPONSIVE PROSPECT EXPERIENCE
ONLINE APPLICATION

23. I F Y O U B U I L D I T, T H E Y
W I L L N O T C O M E
M A K E F R I E N D S

24. A N A C Q U I S I T I O N C A M PA I G N
M O B I L E S T U D E N T R E C R U I T M E N T C A S E S T U D Y

25. WHY LOCATION?
Students and Mobile – How Does Location Fit In?
Statistics above are based on the MMA SMoX Study Results: Making Marketing Work Harder With Mobile; Findings from MMA’s Groundbreaking SMoX Research (Smart Mobile Cross Marketing Effectiveness)
20 - 40%
Location drives mobile advertising Millennials and Students respond to
mobile – its their most used device
In an independent study the Mobile
Marketing Associate found that
location-based mobile targeting
works 2.5x harder than mobile display
The MMA also found that location-
based mobile audience targeting
works 1.5x harder than mobile
display
Location-based mobile tactics generated a
20-40% upside to overall ROI for advertisers
that participated in the study
1.5x
2.5x 67%
Of Millennials report using
smartphones while exploring and
shopping
85%
Of Millennials 18-24 own a
Smartphone device
THE
Smartphone Generation. Millennials
consume 41% of all digital media
except for accounting for only 29% of
the population

26. M O B I L E T E C H N O L O G Y A L L O W S F O R
H Y P E R - TA R G E T E D C O M M U N I C AT I O N S
Verve analyzes 3 billion location events a day
Dorm Room
AM & PM
40.7835,-73.9087
Fairway
Supermarket
Mon PM
40.7995,-73.8297
Independent Coffee
Shop
Mon-Fri PM
40.7835,-73.8196
Movie Theaters
Weekends
40.7637,-73.8042
Columbia Library
Tue, Thu AM
40.7621,-73.9287
Columbia Campus
Mon-Fri AM
40.7635,-73.9091
Where you go says who you are.Teachers College
Student
Pizza Shop
Thursday
40.7635,-73.9091
Central Park
Concert
Weekends
40.7635,-73.9091

27. D E V E L O P S T U D E N T
P E R S O N A S A N D
G O A L S F O R E A C H
A U D I E N C E

28. H O W D O I C R E AT E M Y P E R S O N A S ?
I T ’ S A L L A B O U T B E I N G R E L E VA N T
• WHO ARE YOU TALKING TO?
• WHAT ARE THEY TRYING TO DO?
• HOW ARE THEY ALREADY USING MOBILE?
• WHERE AND WHEN WILL THEY SEE YOUR CONTENT?
• WHY SHOULD THEY CARE ABOUT YOUR INSTITUTION?
• HOW DO YOU ENCOURAGE THEM TO CONTINUE TO
ENGAGE WITH YOUR INSTITUTION?

29. W I N T E R / S P R I N G C A M PA I G N : P E R S O N A S
Over-indexing patterns of
frequency to locations
such as:
+ Office Buildings
+ Happy Hour Bars
+ Coffee Shops
+ Trendy Restaurants
Household demo
matching:
+ Adult 25-34
+ Bachelor’s Degree
+ Income between
$30-40K
Households with recent purchase history for:
+ Student Loan Payments
+ New Car Purchases
+ Restaurant and Entertainment
Purchases
+ Graduate School Application Fees
+ GMAT Fees
Locations that over-index
for this segment are:
+ Offices
+ Retail Stores
+ Bars
EARLY PROFESSIONALS SEGMENT
AUDIENCE TARGETING
Early
Professionals &
Recent Graduates
Segment
Over-indexing patterns of
frequency to locations
such as:
+ Universities
+ Sporting Events
+ Quick-Service
Restaurants
+ Local Bars
+ Coffee Shops
Household demo
matching:
+ Adults 20-23
+ No degree
+ Low Income
+ 80/20 – Female/Male
Households with recent purchase history for:
+ Tuition
+ Class materials including books,
calculators, notebooks, etc.
+ Quick-Service Restaurants
+ Coffee Shops
+ School spirit themed clothing like
jerseys, letterman's’ jacket, loungewear,
etc.
Locations that over-index
for this segment are:
+ University Campuses
+ Libraries
+ Dorms
YOUNG STUDENT SEGMENT
AUDIENCE TARGETING
Degree-Seeking
Students
Segment

30. U N D E R G R A D U AT E I N S T I T U T I O N
TA R G E T I N G : H O W W E D I D I T
CHICK-FIL-A
2:15 PM
40.76163,-73.96818
STARBUCKS
9:30 AM
40.76357,-73.96359
BOOKSTORE
12:05 PM
40.76291,-73.96516
APPLE STORE
2:47 PM
40.7660479,-73.9645556 UNDERGRADUATE
INSTITUTION
3:32 PM
40.75462,-74.00491
PROXIMITY
TARGETING
AUDIENCE
TARGETING
“BLERD”
AUDIENCE
RETARGETING
PATH
ANALYSIS
Insights and Attribution
*For illustrative purposes only. Verve utilizes substantially more datapoints and 3rd party data to calculate actual proximity, audience segments and sales analysis.
STUDENT HOME LOCATION
4:55 PM
40.7621749,-73.9728615

31. W I N T E R / S P R I N G C A M PA I G N R E S U LT S
0.54%
CTR
22,631
CLICKS
4,201,913
TOTAL IMPRESSIONS
Attribution Window: x days
CTR Source: x

32. A F T E R C R E AT I V E R E V I S I O N
1.02%
CTR
4.88%
POST-CLICK ACTION
RATE
9,518,213
TOTAL IMPRESSIONS
Attribution Window: x days
CTR Source: x
• C A M PA I G N C T R O F 1 . 0 2 %
• P E R F O R M E D 1 5 5 % A B O V E M O B I L E
AV E R A G E ( 0 . 3 8 % )
• 4 . 8 8 % O F U S E R S O N E X PA N S I O N
F U RT H E R I N T E R A C T E D A N D C L I C K E D
T H R U T O T E A C H E R S C O L L E G E S I T E
W I N T E R / S P R I N G C A M PA I G N R E S U LT S

33. S U M M E R C A M PA I G N : H O W T O O P T I M I Z E
• NEED TO INCREASE POST-CLICK ENGAGEMENT AND
LEAD ACQUISITION
• Revised creative to include lead acquisition
• Data directly into CRM; automated campaign
• NEED TO REACH UNDERGRADUATE STUDENTS OFF-
CAMPUS DURING THE SUMMER
• Use device location history to reach prospective student
during summer break
• TARGET VIA SUMMER HOT SPOTS

34. S U M M E R C A M PA I G N R E S U LT S
0.68%
CTR
3.67%
POST-CLICK ACTION
RATE
5,190,235
TOTAL IMPRESSIONS
Attribution Window: x days
CTR Source: x

35. TA K E - A WAY S :
S M A L L S T E P S W I T H
B I G G O A L S
• PUT YOURSELF IN YOUR PROSPECTIVE STUDENTS SHOES
• How would you like to be communicated with?
• CONNECT MOBILE STRATEGY TO MARKETING OBJECTIVES
• MAKE MOBILE A PRIORITY ACROSS THE INSTITUTION
• Find intrapreneurs to partner with
• Resource mobile as much as you can
• OUTLINE WHAT YOU CAN ACTUALLY ACCOMPLISH &
PRIORITIZE
• DON’T BE AFRAID TO TAKE RISKS OR TRY NEW TACTICS
• CONTINUE TO REDEFINE & REMEMBER YOUR MISSION FOR
THE PROSPECTIVE STUDENT EXPERIENCE