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%.
Somewhere on Twitter there is, with little doubt, an avenue of enormous potential for promotions marketing.
If you’re old enough to remember the heady days of the dot.com bubble (b.1998 – d.2001 RIP), you can be forgiven for not jumping too quickly on the “Twitter is the revolution” bandwagon.
Now that Twitter has passed its “gee wiz” moment, pages of pixels are being devoted to contrarian points of view – studies that show, for example, that the Twitter channel is choked with “40% pointless babble.”
But these studies are missing the forest for the bulldozer.
Forrester report titled, “The Media Meltdown Makes Integrated Marketing An Imperative” provides strong support for Media Logic’s own Conversation-Centric Marketing model.
With Biz Stone’s announcement that Twitter is gearing up to launch a new API that will make the service truly location-aware, the door is now opening for a value proposition on real-time search.
People have been social at work since mill girls broke the chains that bound them to their looms in Lowell. But it has only been since the advent of simple social media tools, specifically Twitter and Facebook, that sociability has become an existential threat to the factory model of business.
