The role of branding, content, and digital media in a connected, always-on world where the consumer owns the conversation about your brand.

1. “Marke'ng
in
Today’s
(Digital)
World”
Mark
H.
Nelson
Vice
President
–
Marke0ng
and
Communica0ons
Meritas
2.17.15

2. What
is
Marke'ng?
2

3. Marke'ng
Today
“We
don't
believe
in
digital
marke'ng.
We
believe
in
marke'ng
in
a
digital
world,
and
there's
a
huge
difference.”
-­‐
Clive
Sirkin,
CMO,
Kimberly-­‐Clark
3

4. Marke'ng
Today
4

5. Marke'ng
Today
5

6. Marke'ng
Today
6

7. Marke'ng
Today
7

8. Marke'ng
Today
8

9. Marke'ng
Today
9

10. Marke'ng
Today
10

11. Developing
A
Strategic
Marke'ng
Mix
11
Systems
• Marke'ng
automa'on
• CRM
• Radian
6
• Google
Analy'cs
alterna've
Partners
• Right
PR
agency
• Crea've
agency
• Digital
services
• SEM
Research
• Parent
Engagement
• Segmenta'on
• Modeling
• Data-­‐mining
Staffing
Team
Building
Founda5on
360
Degree
Approach
Collateral
• Brand
Guidelines
• RO
collateral
• Develop
template
ads
• Materials
for
GET
• Materials
for
student
life-­‐cycle
• Integrate
with
website
Websites
• RO
Phase
1
• Iden'fy
Addi'onal/
Phase
2
Func'onality
• Con'nual
updates
• Intranet
• Leverage
analy'cs
Digital
Ads
• SEM/SEO
• Remarke'ng
• Modeling
• Beber
tracking
• Ad
exchanges/
RTB/Third-­‐party
ad
serving
Adver5sing
• Focus
on
reach,
frequency
and
impressions
• Create
templates
• Video
Social
• FB,
Twiber,
others?
• Social
media
policy
• Social
media
audit
• Can
we
manage
in-­‐house?
Content
Marke5ng
• Strategy
• Create
videos
Email
• Automa'on
• CRM
• Newslebers
Events
• Develop
brand-­‐
building
events
• Leverage
open
houses
to
get
people
to
campus
Earned
Media
• PR
• Corp
Social
Responsibility
• Partnership
marke'ng
Brand
• Guidelines
• Personality
• Tone
and
Voice
• Photography

12. Tonight
• Branding
– What
is
a
brand?
– Why
brand?
• Customer
Decision
Journey
• Trends
You
Should
Know
– 360
Degree
Marke'ng
– Content
Marke'ng
– Mobile
Integra'on
– Marke'ng
Technology
and
Analy'cs
12

13. What
is
a
Brand?

14. this is a product.

15. this is a logo.

16. this is a brand.

17. › ∑
of an experience.it’s the PROMISE

18. Find
the
Big
Idea
18
• Emo'onal
connec'on
• Abributes
• Func'onal
benefits
• Exis'ng
percep'ons
• Desired
percep'ons
• Reason
to
believe
(real
or
imagined)

19. Find
the
Big
Idea
“Own
a
word”
19
Freedom
Simplicity
Performance
Pres5ge
Safety
Happiness

20. Why
Brand?
20

21. Why
Brand?
21
BRAND
REVENUE

22. Why
Brand?
22

23. Why
Brand?
23
Over
50%
Market
Penetra'on
in
the
US
500
Million
iPhones
800
Million
iOS
Device

24. Why
Brand?
24
$700
Billion
Valua'on

25. Why
Brand?
25
“Skillful
corporate
image-­‐making
has
endeared
Target
to
the
kind
of
folks
who
rally
against
Walmart.”
Why is Lakeview open to Target
when it hated Wal-Mart?

26. Why
Brand?
26
• 10
year
old
private
equity
owned
company
• 10
prep
schools
• 11.5K
students
worldwide
• Transforming
PreK-­‐12
- Educa'onal
Outcome
- Personaliza'on
- Globalism
- Teaching
Excellence

27. Why
Brand?
27
Brand
awareness
drives:
• Equity
investment
• Enrollment

28. The
Changing
Customer
Decision
Journey
28
Consider
Evaluate
Bond
Advocate
The Loyalty Loop
buy
repeat
Adapted
from
“Branding
in
the
Digital
Age:
You
are
Spending
Your
Money
in
all
the
Wrong
Places,”
David
C.
Edelman,
Harvard
Business
Revuew,
December
2010

29. The
Changing
Customer
Decision
Journey
29
Consider
Evaluate
Bond
Advocate
The Loyalty Loop
buy
repeat
Adapted
from
“Branding
in
the
Digital
Age:
You
are
Spending
Your
Money
in
all
the
Wrong
Places,”
David
C.
Edelman,
Harvard
Business
Revuew,
December
2010

30. The
Zero
Moment
of
Truth
30

31. Google:
The
Zero
Moment
of
Truth
31

32. Trends

33. 360
Degree
Marke'ng
33

34. 360
Degree
Marke'ng
34
Video
–
TV
and
Online

35. 360
Degree
Marke'ng
35
Mul5-­‐Channel

36. 360
Degree
Marke'ng
36
Earned
Media

37. 360
Degree
Marke'ng
37
1.2
million
retweets
and
25,000
new
TwiQer
followers
Real-­‐Time
Marke5ng
–
Social
Media

38. 360
Degree
Marke'ng
38
Results

39. Content
Marke'ng
39

40. Content
Marke'ng
Coke’s
Liquid
&
Linked
Content
Strategy
• No
longer
relying
on
:30
sec
TV
ad
• Focus
is
on
engaging
consumer
and
genera'ng
conversa'ons
– Consumers
generate
more
conversa'ons
about
Coke
than
Coke
does
• Liquid
and
linked
– Liquid
=
Goes
across
all
media
– Linked
–
Brand
relevant,
'ed
to
business
objec'ves
&consumer
interests
• Agile
approach
– Budget
money
for
responding
to
consumer
conversa'ons
post
launch
40

41. Content
Marke'ng
41
Old
Approach
New
Approach
Crea've
Excellence
Content
Excellence
One-­‐Way
Dynamic
Ads
Brand
Stories
Impressions
Expressions
Passive
Engaged
Share
of
Voice
Share
of
Conversa'ons
Awareness
Advocacy
Marketer-­‐Created
Consumer-­‐Created
(Crowdsourcing)
Launch
and
Track
Launch
and
Respond
Create
and
Replicate
Create
and
Iterate

42. Content
Marke'ng
42

43. Content
Marke'ng
43

44. Content
Marke'ng
44

45. Mobile
Strategies
45
40%
of
online
refills
are
placed
using
the
Walgreens
app
5.3
million
store
visits
are
driven
by
digital
transac'ons

46. Marke'ng
Technology
and
Analy'cs
46

47. Online
Data
Driving
Efficiency
47

48. Ques'ons