building awareness, reputation and brand at the university of nevada, reno
TRANSCRIPT
BUILDING AWARENESS, REPUTATION AND BRAND
AT THE UNIVERSITY OF NEVADA, RENO
RENO-TAHOE AMERICAN MARKETING ASSOCIATION
AN ERA OF RECORD ACHIEVEMENT
• 22,000 students by 2021
• Reduce student-faculty ratio from 22:1 to 18:1
• “RU/VH” Carnegie Classification
• Build research faculty & PhD programs
UNIVERSITY GOALS
We leverage talent,
technology, and data
to build reputation
and drive enrollment.
MARCOM’S MARKETING STRATEGY
• Brand = Awareness + Relevance
• Build a multichannel framework
• Integrate and Amplify
• Plan ExecuteMeasure
OUR MARKETING “GUARD RAILS”
The University of Nevada, Reno
is a research university
growing steadily
in excellence and reputation.
OUR SINGLE BRAND IDEA
OUR THEME FOR 2014: MAXIMIZING MOMENTUM
OUR THEME FOR 2015
The University of Nevada, Reno is
bringing research and knowledge to the
important issues
of our time.
THE TOOLS THAT GUIDE OUR MARKETING WORK
A COMPREHENSIVE MESSAGING PLATFORM
PUBLISHED BRAND GUIDELINES
PARTNERSHIPS WITH EACH OF OUR COLLEGES
• Agriculture, Biotechnology and Natural Resources
• Business
• Education
• Engineering
• Liberal Arts
• Science
• Journalism
• Medicine and Health Sciences
STYLE TILES FOR EACH COLLEGE & SCHOOL
MARKET RESEARCH
A MULTI-CHANNEL BRAND STRATEGY
THAT SPANS TRADITIONAL AND NEW MEDIA
LOCAL TV & YOUTUBE CAMPAIGNS
DIRECT MAIL
CAMPAIGNS
RESPONSIVE WEB
DIGITAL
CAMPAIGNS
UNDERGRADUATE RECRUITMENT
DIGITAL MARKETING
• Online marketing space is competitive
• Education marketing is diverse…no “one-size-fits-all” solution
• Data-driven approach leverages multiple media channels to target and
attract high-intent traffic
• Compliance and transparency important
• Market and consumer research are vital
DIGITAL MARKETING: MEDIA MIX
• Mobile, Mobile, Mobile Mobile-First Strategy
• Search Engine Marketing (Paid: Search & Display)
• Search Engine Optimization
• Email Marketing
• Social Media
• Remarketing
• Lead Generation
GRAD STUDENT RECRUITING
CASE STUDY: 300 REASONS CAMPAIGN
DIRECT MAIL POSTCARDS ONLINE DIGITAL CAMPAIGN
RENO IS A UNIVERSITY TOWN
#BIGGEST LITTLE
COLLEGE TOWN
YOUTUBE VIDEOS
WINDOW CARDS FOR
LOCAL BUSINESSES
CAB TOPPERS
DOWNTOWN
LIGHT POLE BANNERS
RENO-TAHOE AIRPORT SECURITY TRAYS
RENO-TAHOE AIRPORT SECURITY TRAYS
CASE STUDY: NATIONAL GEOGRAPHIC PARTNERSHIP
Educational Partner
THANK YOU FOR YOUR TIME AND ATTENTION