Media Logic’s Director of Studio Services and 30-year veteran of the graphic arts addresses how the overnight preeminence of social media has impacted the marketing industry and a generation of artists who have built their careers on the technical skills and software savvy required to build beautiful, effective means of communication.
Few products set the marketing bar higher than EMBA programs from top business schools. In our work with the Johnson School at Cornell University, Media Logic helped the school extend its brand to more than 20 markets through an integrated conversation-centric marketing campaign. We employed a wide array of targeted media as well as automated communication that was used to spark a dialog with the school’s admissions team.
Key to the success of these campaigns was sophisticated web analytics that allowed us to track results, report them in real time and make continual refinements to the campaign. As a result, we were able to:
For example, we learned that both print and pay-per-click advertising delivered the best results in terms of cost per matriculant, while radio delivered “brand cover” for the program overall but did not drive applications or enrollments. The program saw 500% growth over a six-year period, the cost per enrollee was reduced dramatically, and in 2008 alone, ROMI was 802%.
Forrester report titled, “The Media Meltdown Makes Integrated Marketing An Imperative” provides strong support for Media Logic’s own Conversation-Centric Marketing model.
You know how hard the situation is… whether you are in marketing or in recruitment. Resources are scarce. And prospects are harder to convert. Read The Light at the End of the Funnel: Recruiting the Stealth Applicant to find out how colleges and universities can use those scarce resources to attract and convert top prospects by being conversation-aware and taking advantage of the full spectrum of media opportunities – including social media.
When food scares such as the melamine scandal and numerous product recalls occurred over the last year, Fortitech responded by amplifying focus on its legacy as a role model for quality standards in ingredient sourcing, certification and application.
Conversations are
Earned through trusted engagement
Not purchased wholesale.
