William & Mary Athletics’ Social Campaign Draws Record Attendance

The College of William & Mary sought assistance with ticket sales for their basketball season. With a layered targeting approach, Advance 360 used lat/long targeting (also known as geo-fencing) to target students on campus, with messages specific to student ticket pricing. List-matching and social media targeting was used to find alums within a specific radius of campus, and those viewers were encouraged to engage with the purchase of season or single tickets. Additional audiences with an interest in basketball, special events or sports were also targeted and delivered messages around the affordability of tickets, and specific athletic events and dates.

Overall, this campaign achieved record attendance for the University, tripling the men’s basketball audience and quadrupling the women’s audience YOY.

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2018 Digital Marketing Trends

Who is your most valuable audience? Your digital strategy should lead them directly to you. But the landscape changes quickly. How do you keep up? Here’s our take on actionable insights you can (and should) incorporate into your marketing strategy, including advances in online display targeting, content marketing and video.

Fruit Company Offered Finest Products, but Lacked Measurements for Success

With zero ability to measure ROI on marketing initiatives and zero integrated digital marketing strategy, Shoreline was operating at a disadvantage. Though their website effectively meets the needs of direct visitors, Shoreline Fruit was missing a vital component – a holistic marketing strategy designed to expand their audience, reaching those still steps away from the “visit a website” piece of the customer journey. They had built the piece, but the audience wasn’t coming. We dug into the data-driven realities of Shoreline Fruit’s ideal and targeted audience. Using this market research data and our understanding of the stages of the customer “path to conversion,” Advance 360 fashioned a comprehensive campaign. The campaign focused on identified targets as well as other targets determined during our collaboration with Shoreline Fruit. Next steps involved converting this knowledge into action.

“One of the things Advance 360 will be helping us with specifically is social media. Since January, our Facebook likes have already grown 116% and our LinkedIn followers are up 146%.”

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Peter & Company Jewelers Increases Awareness and Revenue with Strategic Marketing

By all accounts, Peter & Company was a successful Cleveland jeweler. With their concentration on special occasion jewelry, diamonds and engagement, and specialty brands, they had all the devices to gain and keep their clients’ attention.

But at Advance 360, we knew that with a strategy centered around events and special occasions, true gains could be made. We built for them a layered campaign with evergreen, event, and other segments, targeted at those that could be most influenced.

Marketing Challenge

Peter & Co. is a single point customer service oriented jewelry retailer that has been in business for 30 years. They have/had partnered with jewelry specific agencies over the past decade. Peter & Co. wanted to understand how their marketing efforts were performing, have a better knowledge of their customer base, and be able to better leverage the digital space.

Our Solutions

  • We proposed becoming their Agency of Record to handle ALL marketing efforts
  • A full CRM and POS data analysis was performed
  • Custom reporting was created to track both web analytics and POS performance in one place
  • We built them a 12 month media calendar including digital, video, print, radio, signage, etc.
  • Our team coordinates and/or activates and optimizes all of the media plans
  • Our creative team initially designed campaigns for Always On, Mother’s Day, Spring, and Summer

Capabilities:

  • Display impressions
  • Campaign management
  • Design
  • Video
  • Photography
  • Responsive rich media
  • Social media marketing
  • Print advertising
  • Email
  • Direct mail
  • Blog
  • Exterior signage
  • Store collateral & signage
  • Swag items
  • Catalogs
  • Holiday website
  • Campaign analytics
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Creative Samples

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Technology Changes the Nature of Online Giving

Understanding your audience is the sacred piece of any puzzle. Who are your donors, and what drives them to engage with your organization? What characteristics can you count on your donors to have, and how can you strategize to find more like them? As the digital agency of record for a large mid-west nonprofit organization, Advance 360 began with these questions.

But there were real goals to solve. Donor relations is becoming even more important, but with resources waning, the hand-to-hand nature of these relationships is being eclipsed by a desire to drive transactional gifts. These automations, when done well, can still feel personal, allowing staff the time to concentrate on the kinds of relationships that might still require them to be present.

Such was the case for our client.

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This activity was generated in Q4, 2017, and compared to the same periods of the prior year.

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Creative Strategy

These results represent a creative shift as well. With the personal connections missing, it became increasing important for the creative to generate the emotion that might have been conveyed by discussion. Stories about how contributions served individuals in the community became the currency of the engagements. Multiple stories were tested, and determinations made on the value of each based on their conversion metrics. Optimizations were performed in accordance with the best performers, amplifying the work of single stories and pieces of creative over time.

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Notable

As is often the case in nonprofits, budgets must be fluid based on audited revenue from previous years. In Q4 2017, the organization needed to decrease spending by 20% over 2016. Even with this decrease, the Return on Investment (ROI) improved by 2.8 times.

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Total App Downloads Outpace Goal

Smart strategies and swift optimization create engagement beyond expectations.

 

We all have dozens of apps on our phones. How did we learn about them? What’s the difference between those we use everyday and those that we barely touch, yet refuse to delete from our device? And how does the originator of the app influence us to download or purchase their app over a competing one?

In this case study, you’ll see that the special blend comprised Google App Ads, Paid Search, Social Media and Display impressions, but the clear winner was social media.

PREMIUM APP WITH A ONE TIME INVESTMENT OF $12.99

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FACEBOOK ADVERTISING RESULTS IN ONE MONTH

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In the two months represented by this data, 334 total downloads were made from the social channel. Using targeted social ads led to a dramatic increase in purchases from this space.

IOS APP ANALYTICS: 2 MONTH RESULTS

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Accelerate Intent for Prospective Students

Imagine the Admissions Department of a four year college that can name their desired admissions yield.

Picture an online MBA course that fills to the desired capacity, semester after semester. Envision an ongoing education department that attracts business leaders and keeps them in the pipeline long enough to engage them in returning to school an finishing their degree. With Intent Acceleration, these become reality for the Education industry.

Intent Acceleration is the process of guiding your audience from initial awareness to decision with speed and accuracy.

It’s the process we deploy, the art of combining relevant media, marketing and financial principles to create the most effective and cost-efficient solutions for your marketing team and stakeholders. We integrate science by conducting extensive audience exploration across multiple media and data sources to know your audience from an emotional and logical perspective.

Intent Acceleration blends compelling content, creative design and 360 degree media exposure with effective frequency to influence decision.

 This effort:

  • Pinpoints a consumers exact location within the decision journey
  • Serves the precise creative message at the appropriate time
  • Delivers the optimal call to action to advance the consumer in their journey
  • Clearly convinces consumers to take action in their decision
  • Functions progressively (iterates to adjust) in an ever forward fashion

Profiling Gen Z In the Education Space

The big buzzword is Millennial, these days. But let’s not avoid the up and coming Generation Z! These are the students our educators are looking to recruit, and know nothing of “life before internet.”

The Basics
Born between 1998 and today, 69 million strong — they fill nearly a quarter of the U.S. Population.(1)

Fully Digital
The first generation with no knowledge of LBI — life before the internet, they average 3+ hours per day staring in to a screen.(2)

Practical
79% want internships and professional experience in college; 85% want skills such as financial planning.(3)

Frustrated by Obstacles
82% say finding the best college for them is an obstacle; 63% cite the application process.(4)

Entrepreneurial
63% say entrepreneurship should be part of the college curriculum; 72% say students should be allowed to design their own majors.(5)

Sources: 1. “What if I told you…’Gen Z’ will be larger and more influential than Millennials” http://www.goldmansachs.com/our-thinking/pages/macroeconomic-insights-folder/what-if-i-told-you/report.pdf 2. “Everything You Need to Know About Generation Z,”http://www.businessinsider.com/afp-generationz-born-in-the-digital-age-2015-2 3. Northeastern University Portrait of Generation Z survey, 2014.http://www.northeastern.edu/innovationsurvey/pdfs/Innovation_Summit_GenZ_Topline_Report.pdf 4. Ibid. 5. Ibid.

Developing Healthcare Strategies

Every day, hospital and healthcare clients are running dozens of parallel tracks with their marketing strategies, each with its own purpose, but feeding the overall goals of the institution. At Advance 360, we understand that these plans need to be integrated and in sync to deliver results for our clients.

As such, we segment our strategy and campaign to mirror these parallel tracks within the organization — each with their own key performance indicators that dictate performance success;  from positioning the institution’s expertise to customizing the message, targeting different geographies and audiences.

Learn how we’ve crafted successful campaigns for our healthcare partners.

PRACTICUM: AN ILLUSTRATION ON HOW STRATEGIES ARE BUILT

Client: Community Hospital 

Statement of Need, Provided by Client: The hospital, employing 1100 staffers, was suffering from years of disjointed marketing, high turnover among the c-suite staff and vanishing public trust; all of which was punctuated by the lowest employee engagement scores that the institution had experienced, creating poor morale. Not surprising, market share was slipping and profits dropping.

Research and Analysis: We performed a scientific sentiment analysis to understand public perception and trust for the brand and also identify their top competitors for consumer mindshare. We also implemented web, social media and SEO audits, along with an intensive review of creative. Analysis was performed
on employee communications including email open rates, engagement numbers were researched extensively and we analyzed trends over the past five years. Workflow in the Human Resources Department and Marketing Department were reviewed and the onboarding of new physicians was studied. We built a market share analyzation tool to show dips in performance and emerging trends in real time. Six branding workshops with all levels of hospital staff were performed, and sentiment collected. Analysis of influence-able areas (noted from market share tool) was scrubbed against population data to identify priority service areas. Material researched by third party firms over the last 12 years was studied and cataloged.

Findings: The hospital had hundreds upon hundreds of incredibly talented front line staff that were all present for the right reasons. But, long-term unrest around an unstable leadership team had taken its toll on morale and the vast majority were disenfranchised. Service lines that were found to be a priority by the board were confirmed by Advance 360 as those that would create the lift required: neurology, oncology, orthopedics, general surgery. Physician on boarding contained numerous disconnects between new and old staff. An understanding of the “why” of the people inside the hospital and the hospital itself was established. Sagging recruitment had to be revitalized. The website experience contained unfriendly user experience, and the SEO tactics employed fell short of best practices. Paid search was nonexistent. In short, every piece of the hospital’s work was in need of refreshing. Our work needed to be precise and swift, and generate a lift of 7% revenue growth overall (a number determined by the board of directors.)

Action Plan:

  • Advance 360 developed a strategy and campaign for three key segments: internal (staff), external (public) and recruitment (public / conquest) including:

Internal

  • New templates for employee communications and emails.
  • Agenda flow, and production of the annual all staff meeting.
  • Internal staff interviewed and featured in social media, the staff section of the website, and publicly in front of peers.
  • The “speak up” program was revitalized.
  • Infographics and other creative elements were generated to tell the story of the hospital’s community engagements.
  • Employees were pixeled using communications and contesting, and remessaged all of the above information with a purposeful frequency.

Recruitment

  • Website was built to accommodate new traffic.
  • Landing pages established by posted job.
  • Job postings retooled and new placements made.
  • Other community hospitals of similar size were targeted with display campaigns as “feeder locations” for staff.
  • Creative established, using diverse imagery and positions, and placed appropriately to the audiences. In nearly all cases, “high tech” images as well as “emotion/staff subject matter” were A/B tested to maximize impact.
  • Materials were developed for the on boarding process to create the necessary lift.

External

Each service line was assessed and materials developed to achieve the desired lift, for a blended revenue gain of 7%. These included, but were not limited to, infographics, video, whitepapers, sponsored content, articles, blog entries, social media vignettes and photo galleries. Doctors were featured. Overlap with the staff videos from internal campaign were reused in a public sense, based on the service line for which the staff person was employed. Display campaigns were developed with emotion, credibility and logic touch points in mind, and A/B testing was deployed in nearly every instance. Nothing short of a “collection of goods” describing the assets of the hospital, the talents of the staff, procedures that could be provided, and each and every piece pixeled, placed and analyzed.