Marketing Plan & ROI. Creating the Plan Profit Center vs. Cost Center Align Objectives with College Strategic Plan Measure Key Performance Indicators.

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Presentation transcript:

Marketing Plan & ROI

Creating the Plan Profit Center vs. Cost Center Align Objectives with College Strategic Plan Measure Key Performance Indicators (KPI) Build multi-channel dashboard Determine Student Lifetime Value (SLV) Customer Relations Management

Plan vs. Campaign Plan = Annual or perennial goals Campaign = set time frame

Marketing Mix – The Ps & The Cs P = Organizational Perspective C = Customer Perspective

Marketing Mix – The Ps & The Cs P = Organizational Perspective C = Customer Perspective

Output vs. Outcome Output = 1,200 brochures made – (75,000 tabloids sent out) Outcome = 348 prospect calls in 2 weeks –(1 survey filled out within 3 weeks of delivery) Outcomes matter because it turns opinions into facts & cultivates buy-in for new projects

Measuring your Marketing Plan Develop quantifiable objective Determine KPI Display campaigns within –ID target audiences –Balance media mix –Measure outcomes by media channel

Measuring your Marketing Plan Measure with Metrics Evaluate outcomes –Develop multi-channel dashboard ROI analysis –mROI (# enrolled x net SLV) – marketing costs marketing costs

Measuring your Marketing Plan

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