Presentation made at the 2011 SEMM Forum - Halifax and Vancouver.

1. Manoeuvring the Marketing Mix
2011 SEMM Forum
December 2011

2. Flow for the hour
• Introduction
• Canadian media landscape
• Review of tactical opportunities
• Looking ahead

3. Who is this guy?
• I’ve been in marketing for almost 20 years
• Done the ‘big’ agency thing and worked for
Nikon and Molson in marketing/sales roles
• Set up ‘marketing consultancy’ business in 2007
• Work within a variety of industries
• Higher Education is a big focus within business
– Worked for StFX University
– Consulted with a US based higher education
consulting company for over 2 years
– Working for Noel-Levitz (WSS) since Oct. ’10
• Work directly with several institutions

4. What I’m hoping to achieve this morning
1. Outlines some Canadian specific ‘media’
data
2. Offer insights and suggestions to support
recruitment efforts

5. What’s the biggest issue or
concern you have in your
marketing and advertising
planning?

6. Here’s what’s happening with
the Canadian media landscape

7. Canadians still consume traditional media

8. TV is still very persuasive
57.5
11.3 12.6
8.0
4.1
1.4
Television Radio Newspaper Magazines Internet Out of home
Q: Which ONE of the following media carries advertising that you believe to be the most persuasive?
Source: BBM Analytics OmniVU May 2011 – Adults 18+

9. Impact shifts when its a younger audience
54.1
21.2
10.0 9.6
3.7
0.5
Television Radio Newspaper Magazines Internet Out of home
Q: Which ONE of the following media carries advertising that you believe to be the most persuasive?
Source: BBM Analytics OmniVU May 2011 – A18-34

10. TV and online is where we go for news
45.2
22.4
14.3 15.5
0.8 0.0
Television Radio Newspaper Magazines Internet Out of home
Q: Which ONE of the following media is your primary source for News?
Source: BBM Analytics OmniVU May 2011 – Adults 18+

11. Online beats TV with the younger demo
36.9
34.7
12.1 13.4
1.1 0.0
Television Radio Newspaper Magazines Internet Out of home
Q: Which ONE of the following media is your primary source for News?
Source: BBM Analytics OmniVU May 2011 – A18-34

12. Teens aren’t watching TV anymore
2009 CRTC

13. What else are we doing

14. Online, we’re a pretty active bunch

15. Teens are a little different

16. We are social beings

17. Check out the demographics

18. Teens have their favourites
IMI ConsumerTrack

19. ‘Millennials’ are very much the same
IMI ConsumerTrack

20. We LOVE facebook
Almost 17 million
Canadians are on
2011 Checkfacebook.com

21. Check out these demographics

22. Canadians like video too
Every month, 71%
of Canadian
Internet users visit
2011 comScore

23. We consume a lot

24. Especially those Millennials

25. We also like our ‘smart’ phones
Q4. Do you have a regular cellular phone or do you have a
smartphone? Base: All respondents; n=2,003
2011 Quorus Consulting

26. What do we use them for
Q9. Which of the following activities do you do on your cell phone? (Prompted questions)
2011 Quorus Consulting

27. Where’s the money being spent?

28. Traditional still gets the bucks

29. However, the shift is online

30. What format you ask?

31. Two winners in Display

32. What does this all mean to those
in the post-secondary category?

33. Research, re-evaluate and revise
• Recognize that media consumption has changed
– Are you using the right media channels that do or
could produce results?
• While traditional media still works, it has to be
used differently
– Integrate and link with non-traditional
• Get to understand and use the ‘new’ tools that
your audience uses to interact with you
– They no longer sit still long enough to list to a 30
second message or read a print ad
• Look online as a key part of your marketing mix
– Your audience lives there

34. Don’t believe me, ask the Old
Spice Guy

35. A multi-media campaign with results
• Launched early 2010 - just before the Super Bowl
• Over 33 million YouTube views and 4 billion total
impressions
• Within 3 months, volume of body wash shot up by 40%
• Business now at an all-time high for the brand
2011 P&G Annual Report

36. Some suggestions on approaching
a ‘new’ advertising plan

37. Broadcast still has a part to play
TV - Spot buys, Radio – Use the YouTube – Branded
single partner right station(s) channel, TV ads and
and online and partner images to radio

38. Outdoor isn’t just big boards
Transit – Inside, Digital and mobile Movies – Captive
exterior and bus signage – Locations in audience
shelters very public locations

39. Find the right print
Magazines – Pick
and own the key
ones (i.e. Macleans)
Community
papers – People
want hear about
local content
Dailies – Look to
online versions

40. Online advertising IS effective
Ad networks – Variety offered
with areas specialization (i.e.
Gorilla Nation)
Search Engine Marketing –
Ads aligned with key words
using Google, Bing, etc.
Social Media Ads – Facebook,
YouTube, LinkedIn, etc.
‘Local’ sites – Kijiji, sports
specific, urban weeklies, etc.

41. You can ‘sell’ in social media
Content – campus
activity is content
(can’t just be PR
messages)
Customize – Look to
custom apps to
engage and collect
data
Advocates – Posts by
faculty and students
have meaning

42. PR is marketing
Media List – Releases – Promote Voices – Use faculty
Collect a mix of unique activity in and students as
media contacts mix of channels experts (locally and
and engage them nationally)

43. 6 things I’d recommend you do
(If you haven’t already)

44. Get to know and understand
your audience

45. Be unique.
A lot is
going on in
their world

46. Use the RIGHT channels

47. Ensure the offering or contact
means something to them
* Word bubble compliments of wordle.net

48. Stay true to your “brand”
(the thing they buy into)

49. TTA
TEST
TRACK
ADJUST

50. Thank you
sean@williamsmarketing.ca
www.williamsmarketing.ca
@swmgroup
linkedin.com/in/seanwillliams