strategic marketing and communications · 8. year-over-year marketing campaign results. jan. feb....

Strategic Marketing and CommunicationsNovember 2018 | Board of Curators

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Think strategically to advance the

brand.

1

We tell UMKC’s story with pride, passion and personality

MCOM Core Values

Deliver great customer service by

being responsive, flexible and

collaborative.

Provide seamless, integrated

marketing and communications.

Solve problems with creativity

and inspiration.

Build positive university

partnerships and team spirit.

2 3 4 5

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3

On July 1, MCOM became UMKC’s shared service provider

Creative Services

Digital Services

Strategic Communications

MarketingServices

UMKC-wide projects supporting strategic priorities, including:

• Recruitment and Retention• Fundraising and Friend

Raising• Chancellor/Provost

initiatives• Promoting Research

MCOM

Unit-specific projectssupporting unit priorities• 13 academic units• 8 administrative divisions• Various centers, institutes

and affiliates

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27%

9%

20%

19%

14%

11%Billboards

Paid Social

Display

Search

Video

Digital Radio

No. 1 marketing focus: Undergraduate recruitment

In-house/Owned

• UMKC websites• UMKC social media • Photography• Creative Services• Web development• PR • Video production management• Partner media

Paid media channels

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5

The Place for People Going Places

2014 2015 2016

2017

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6

2018-19: Fifth and final year of “Going Places”

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2+ millioneyeballs a week

17 millionimpressions in 2018

(through Sept)

Results

Texas + 6%

Nebraska+ 80%

Wichita area

+ 20%

Columbia area

+ 39%St. Louis+ 12%

Enrollment growth:

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8

Year-over-year marketing campaign results

Jan Feb Mar Apr Aug Sept Oct Nov Dec2015 4,651 6,031 6,091 5,330 5,826 16,571 18,455 15,263 9162016 7,006 9,502 8,617 7,906 6,636 19,993 24,913 22,655 9062017 146 118 4,005 15,082 8,744 27,236 35,555 13,738 1022018 220 7,434 22,533 24,331 18,543 41,837

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

Pageview of UMKC.edu/goingplaces

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Brand storytelling: #UMKCGoingPlaces

• 200+ student profiles added to “UMKC Going Places. Our Students. Our Story”

• “Dynamic Duos” featuring faculty/student mentorships. One new one per month.

• Alumni storytellingfeaturing recent grads doing great things with their UMKC degrees.

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10

Telling our story in social media

2 million

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11

Alumni Storytelling

Faculty/staff and student mentoring duos

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2019: Building a new campaign

Research under wayThree phases: Focus groups in key markets, quantitative research, position statement testing

Fall 2018 Winter 2019 Spring 2019 August 2019

Development of new campaign creative

Create new commercial, new messaging, new advertising plan

Launch

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GRADUATE PROGRAM MARKETING

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14

2.7 million

impressions in 2018 (through Sept)

School of Nursing and Health Studies

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Bloch School of Management

Digital marketing for PMBA, EMBA, Accounting, Finance and Bloch rebrand

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16

400%

PMBA: In-house campaign, huge results

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Bloch rebrand: Outdoor, digital and community engagement

Billboards

Bus wraps

Digital Ads

Big Block

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Marketing partnership: Sporting KC

7.4 million

impressions in 2018(through July)

UMKC Day at

Sporting KC

Youth Soccer Camps

On-campus appearances

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Next six months: Marketing infusion

Fall 2018 Dec 2018 April 2019 Fall 2019May 2019

Community engagement campaign

Heartland rate outreach

New scholarship promotional campaign

Kansas rate campaign

Launch new Home Suite website redesign

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Kansas and Heartland rates

New campaigns to promote two new tuition rates approved on Feb. 1, 2018.

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December 2018: New website

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QUESTIONS?

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