Smart enriching media NSDL Annual Meeting Advancing NSDL Networks November 8, 2007 online promotion project.

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Presentation transcript:

smart enriching media NSDL Annual Meeting Advancing NSDL Networks November 8, 2007 online promotion project

agenda Opportunity - Lowenstein grant Types of online marketing and promotion Overview and results

leon lowenstein foundation grant $30k, 12 months pilot/evaluate various Internet marketing strategies measure any changes in TD teacher registration, user demographics measure any changes in referrals, web links, and usage patterns track conversions to pd customer

lowenstein timeline Nov Q1 activities research, create 1st online PR message, track results, adjust Q2 activities create 2nd online PR message, create affinity campaign, begin execution, track results, adjust Q3 activities create 3rd online PR message, continue affinity campaign, track results, adjust Q4 activities create 4th online PR message, continue affinity campaign, track results, adjust, evaluate 12 month results, plan for next year

lowenstein deliverables online marketing/promotional messages online cross-promotions/linkages TD e-newsletters

lowenstein results increased registrations above industry average click-thru rates increase in linkages, ‘blog listings increased referral rates higher stickiness/usage higher conversion rates to pd customer (difficult to measure at this time)

press release central location for release to live distribution methods – syndicated traditional, online – press/promotional offices/depts – free online – lists

press release

cross-promotion/cross-linking provides broad audience/range of access pts correlates sites to press release, reference enhances search engine optimization offers internal/external linking opportunities

search engine optimization example

tagging examples technorati - user generated blogs stumbleupon - webpage tracking toolbar del.icio.us - social bookmarks mgr reddit - user generated news links digg - user rankings/recommen dations

td go directly to selected targets paid data lists/execute/track (MDR, QED…) html , similar to press release – more functional – link to actual resources/services/products – tracking urls

td marketing example

td marketing results

paid online advertising ‘blog ads banner ads online publications (e- SchoolNews, ASCD SmartBrief…)

google adwords keywords used for search allow for tracking of click-thru performance, impressions helps optimize search drives new user traffic to site can be costly over time

google adwords report

online newsletter communicate directly w/ users reactivate dormant users attract new users w/ forward expand cross-promotion efforts launch premium offers/contests solicit feedback on content/product/services suggest new usages track performance of commercial services objectives

Vertical Response (td newsletter)

Vertical Response (report)

registration

stickiness

referrals

teachers’ domain/lowenstein combination of approaches $30k plus leveraged other programs (NOVA, Design Squad) Impact – many venues for brand awareness – reinforce brand quality, reliability – strategic rather than “shotgun” – long-term, cumulative, not immediate