Marketing Proposal

November – December 2014

Alliant International University

Presented by:

Artium Marketing

October 2014

Marketing Proposal for Alliant International University| 1

MARKETING PROPSOSAL

Overview

Artium Marketing initiated the marketing approach with Alliant by putting a strong emphasis on setting up back end optimization tactics to create a robust life cycle strategy. We wanted to ensure user engagement and inquiry capture would be optimal and speed to contact operationalized prior to launching a fully integrated digital and offline marketing campaign. With these back end best practices now in place, we are excited to move forward with a phased media plan designed to support Alliant’s marketing and enrollment goals.

In the first three months, Artium has integrated a call center to optimize contact rates and pre-qualify Alliant’s inquires; incorporated live chat on Alliant’s website and the microsite; and created a 20- page microsite incorporating both refer a friend and live chat functionalities. Inquiry generation has been driven by paid search and display.

Media spend has been limited over the last three months with the majority of the budget spent on backend tactical setup and integration.

Estimations through October:

Non Media: $42,775

Media: $22,500

Objectives of November and December (Phase I) will be to incorporate digital tactics with the greatest short-term impact on inquiry generation to effect the January start. Direct mail billboards and radio will also launch to help drive attribution to digital campaigns. Additionally, in preparation for Q1 2015, Artium will work to develop creative assets to produce a visual library for offline media initiatives. A separate proposal will be sent outlining Phase II tactics including search engine optimization and offline media. Insights and results gained from the baseline offline media tactics will drive the strategy for additional offline tactics starting in Q1.

Estimations for November and December 2014:

Non Media: $175,000

Media: $310,000

Phased Tactical Approach

Artium began media execution in September launching a new paid search campaign to support the full suite of Alliant schools. Currently, we have set up 6 branded campaigns, one targeting Alliant terms and five that target the individual school (HSOE, CSPP, ASM, CSFS and SFLS). Program-specific campaigns focus on the psychology and education programs due to market demands and optimal performance projections. Additionally, Artium has started remarketing campaigns both through the display network, targeting ads to pervious microsite visitors and the search network dynamically changing bids based on pervious visitor search behavior. In addition to paid search, Artium launched a small display buy utilizing text ads through Google Display Network and Spotlight Ads through LinkedIn.

Phase 1 - Digital

As Phase I approaches, the objective is to expand the current digital strategies and integrate additional inquiry generation tactics. The following initiatives will launch prior to 2015,pending approval by Alliant:

  • Education Portal Management (CPL Vendors)
  • Email Campaigns
  • Lead acquisition
  • Re-engagement
  • Expansion of Paid Search
  • Campaign Expansion
  • Program specific
  • Regional
  • Direct competitors
  • Dynamic search
  • Expansion of Display Marketing
  • Social Media: LinkedIn and Facebook
  • Google Display Network with image ads
  • Gradschools.com
  • Digital Media Estimated Cost: $100K

In addition to campaign growth, Alliant’s branded website also serves as a critical tool for inquiry development. Websites typically average an inquiry to start conversion rate of 15-18% and account for 20% of a schools’ start budget. Therefore, Artium plans to recommend and potentially execute a website redesign to optimize Alliant’s branded website for inquiry capture. The redesign includes the following:

  • RFI (Request for Information) form integrations
  • Improving call-outs to drive action to contact the school
  • Downloadable guide creation and development
  • Career guides
  • Financial aid guides
  • On-page optimization
  • Titles and meta descriptions
  • Heading tags
  • Integration of online video with back end optimization
  • Website Redesign Estimated Cost: $22K

Phase I – Offline Media

Direct Mail (DM)

  • To develop attribution to thedigital media channels and create awareness for the upcoming start, Artium will also launch a direct mail campaign in November 2014. The direct mail piece for graduate/doctoral levels will be a closed-faced window envelope containing a branded letter for each school and a pre-paid business reply envelope. Closed-face envelopes are typically used to present a more professional tone for a more sophisticated targeted audience. Bachelors-level creative will be a self-mailer including multiple calls-to-action with a pre-paid business reply response card to appeal to a larger mass audience.
  • These will be targeted to the locations that have a program starting January 2015. See below program matrix.
  • Direct MailEstimated Cost: $140K

Radio

  • To expand Alliant’s brand awareness and create urgency around the start Artium recommends testing radio in a few key markets. Similar to direct mail, Artium’s plan would be to use regional targetingfocused on each of Alliant’s five academic categories, promoting the January start. Our first segment is geared towards a sophisticated audience with 50% or more holding an advanced degree or are a college graduate with average incomes over $100K. Our second segment will target the younger high school audience for Alliant’s multiple bachelor’s degrees starting in January.
  • Station Mix:
  • San Diego
  • KGB - FM – Target Audience: Graduates
  • KOGO - AM – Target Audience: Graduates
  • KIOZ - FM – Target Audience: Bachelors/Grads – general brand awareness
  • KHTS – Target Audience: Bachelors
  • San Francisco
  • KIOI – FM – Target Audience: Graduates
  • Top station for our demographic, #3 station in San Diego
  • KYLD – FM – Target Audience: Graduates
  • Second best match for Alliant’s demographic and #1 station in San Diego
  • Spots will be rotating, promoting the academic category and pushing the January start.
  • $20K per DMA (San Francisco and San Diego). Total radio media spend: $40K

Billboards

  • As a push media, the goal of billboards is to complement the above media, increasing awareness of Alliant, building credibility within the local market and adding another touch point to further the Alliant brand. Each of the billboards will be up 4-8 weeks.
  • San Francisco – 2 billboards
  • To take advantage of the upcoming LSATs, we suggest integrating billboard campaigns near the LSAT testing facility. To gain efficiency with the medium, we would integrate dual boards promoting multiple programs within the same local area.
  • 1 law board in San Francisco targeting the Sir Drake Hotel where the LSAT prep and testing will be conducted
  • 1 board focusing on criminology and law
  • San Diego - 2-4 billboards
  • Focusing our billboard effort in San Diego will reach a broader audience in comparison to other locations and have a higher impact on the market. This is primarily due to increased brand awareness in the local area and a larger number of program offerings. By utilizing multiple boards in this area, it will increase efficiency of the buy, optimizing visibility and awareness.
  • 1 board will be featuring business and the three associsated degree levels
  • 1 boardwill promote Alliant’s undergrad programs
  • Possible additional billboards (if available)
  • One will promote Alliant’s education programs, bachelor level through PhD
  • The 4thboard would highlight psychology offerings, bachelor level through PhD
  • Estimated Costs: $40K dependent on duration and location

Creative Asset Development

In December, Artium will send a photographer and producer to Alliant to film footage and capture photography for each of the Alliant locations across California. These professional assets will allow us to compile our visual library to create our offline creative moving into 2015. Artium will collaborate with Alliant to develop a footage schedule. Additional details to come.

Estimated Costs: $100,000

Costs

Artium has spent approximately $65,000 and received a cumulative payment of $202,887.83 from Alliant through October 2014. Below is a table outlining projected spend through October and the additional expected costs through the remainder of 2014. Artium estimates an additional $343,887 will be needed to cover expenses through the end of the year.

Marketing Proposal for Alliant International University| 1