The document presents an inbound marketing model proposed by IBM for engaging with students, faculty, and researchers on university campuses. The model focuses on direct engagement with end-users through six personas representing awareness, interest, desire, and the "6 R's" of readiness, recruitment, responsibility, regions, and revenue. Key elements of the model include persona-based communities and marketing, self-segmentation of audiences, and an IBM representative on campus as the final step rather than the first. The document outlines strategies for awareness, conversion, and retention marketing communications tailored to each persona. It also proposes metrics for measuring the success of the model and a 12-week implementation plan.

1. lBM ON CAMPUS
Team 1
Brady Cassidy (bradycassidy@me.com)
Tania Arrayales
Al-Sharifa Bukhari
Salma El Hariry
Bruno Wong
Jing Zhang
April 25th
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2. Competitors
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3. Best Practices
Segmentation
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4. Best Practices
Persona
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5. Best Practices
Persona
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6. Challenges
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7. Strategies
Traditional Model - “Push” Strategy
R
STUDENTS
R R
IBMer
FACULTY
RESEARCHERS
R R
On Campus R
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8. lBM Inbound Marketing Model
2 Interest
s
nes
are
R
Aw R R
1 R R
3 Desire R
The 6 R’s
4 3 Desire STUDENTS
FACULTY 2. Revenue
IBMer RESEARCHERS
On Campus 3. Responsibility
3 D e s i re Personas
5. Readiness
6. Research
1
Aw
are
n ess
2 Interest
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9. lmportant Elements of Model
•
Direct to end-users
o
Engagement, Demand Generation &
Assessment
o
IBMer on Campus as Final Step (not
1st)
•
“Persona-lizing”
o
Built around the 6R’s
o
Communities built around Personas
•
Inbound Marketing
•
Self-Segmentation
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10. Self-Segmentation
How [
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11. Self-Segmentation
Demo
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12. Research Persona Julian
Age: 32
Recent Ph.D.
New Researcher
Problems:
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13. Readiness Persona John
Age: 52
Tenured Professor at UC Berkeley
Well Organized & Innovative
Problems:
not preparing for “Real World”
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14. Recruiting Persona Brian
Age: 21
College Senior
Socially conscious and
in Generation C
Problems:
“kickstart” to career
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15. Revenue Persona Ryan
Age: 27
MBA Student
(Ops MGMT/Finance)
Comfortable with
numbers and big data
Problems:
Current educational
training insufficient,
business ineficiencies.
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16. Responsibility Persona Jill
Age: 21
Social Entrepreneur
Passionate & Actively
involved in school iniciatives
Problems:
enough”
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17. Regions Persona Steve
Age: 21
Student
Entrepreneurally-minded
Ambitious
Problems:
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18. Marketing Communications
[ • Awareness
• Conversion
[
• Retention
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19. Awareness
• Relationships
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20. Awareness
Responsibility
• Volunteer Organization
• Student Organizations R Readiness
• Professional Organization
Regions
• Online Presence
R R R Recruitment
• On-Campus event
Research
R Revenue
• Networking Business
R
Events
• Research Group
• Industry Publications
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21. Conversion
[• Website
[
• Self-Segmentation
• Testimonials
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22. Conversion
Readiness
Responsibility • V/C: Traditional
• Keywords: Skills
• Voice/Content: “warm and fuzzy”
• Keywords: Social impact
• Design: Sustainable R • Design: Clean lines and
neutral colors
Recruiting
Regions
• V/C: To the point and
memorable R R R • V/C: Exciting and
captivating
• Keywords: Fun, social,
R
• Keywords: Ground-breaking interactive
• Design: Sexy • Design: Hip and Playful.
Research Revenue
R
• V/C: Innovative • V/C: Showing the results.
Research • Keywords: Data
• Keywords: Outcomes • Design: Clean and modern
• Design: Savvy elements
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23. Retention
• Communities
• IBMers Platform
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24. Retention
Responsibility Readiness
• Linkedin
• Facebook
• Tumblr
• Pinterest R • School Portals
Regions
• Facebook R R R Recruitment
• Facebook
• Twitter
R
• Twitter
• Blog
• Linkedin
Research
Revenue
• Blogs
• Linkedin
R •Linkedin
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25. Logo
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26. Brochure
• PDF VERSION
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27. Metrics
Why are metrics important? Since our model is all about engagement. It’s a
customer-centered strategy. Therefore always be testing, optimize the
results and innovate around the different personas.
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28. Metrics
Awareness Metrics:
Numbers of Likes on Facebook.
Number of Followers on Twitter
Facebook Fan Page Insights: Reach, talking about you, Posts
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29. Metrics
Conversion Metrics:
• Bounce Back Rate
• Number of brochure downloads/day/week/month
• Number of unique visitors of each persona webpage
• Number of subscribers per persona, per university
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30. Metrics
Social Media Virality Metrics:
• Sharing
• Re-tweets
• Re-Pinning
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31. lmplementation
w1 w2 w3 w4 w5 w6 w7 w8 w9 w10 w11 w12
Website
Brochure
Social Media
Start Awareness
Communication Platforms
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32. Q&A
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