Using micro-campaigns to test big ideas in marketing
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Lindsey Fair proposes using micro-campaigns as a way to test new ideas in enrollment marketing that can help address common pain points like budgets, buy-in, and ability. Micro-campaigns are defined as having a start and end date, targeting a specific audience, having a small budget, clear measurable outcomes, and a single purpose. Examples provided include using cheeky content, offering free trials, focusing on niche audiences rather than posters, working with influencers instead of just students, and creating brand decks to develop relationships.
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Using micro-campaigns to test big ideas in marketing
- 1. USING MICRO- CAMPAIGNS TO TEST BIG IDEAS IN ENROLMENT MARKETING. Lindsey Fair, MBA Associate Vice President, Marketing SAIT
- 2. What are your biggest pain points to strategic enrolment marketing? aka why are we so BORING?
- 5. What’s a micro- campaign you ask? • DEFINED START AND END • DEFINED AUDIENCE • SMALL BUDGET • CLEAR MEASURABLE OUTCOMES • SINGLE PURPOSE
- 18. Lindsey Fair, MBA Associate Vice President, Marketing SAIT USING MICRO- CAMPAIGNS TO TEST BIG IDEAS IN ENROLMENT MARKETING.
Editor's Notes
- 12:30 - 1:15 Using Micro-Campaigns to Test Big Ideas in Enrolment Marketing Higher Education is notoriously ‘safe’ when it comes to marketing; some would even say ‘boring.’ Using two case studies, one from Queen’s University and one from SAIT, I will share how using micro-campaigns gives you the chance to test new channels and risky headlines and push the brand to get faster brand awareness and ultimately better enrolment results.
- Biggest pain points in trying to break the mold of ‘boring’
- Biggest pain points: budgets, lack of buy-in, risk aversion, knowledge/skills gaps
- Define micro-campaign start/end Audience targeting Defined budget Clear measurable outcomes Single purpose
- Headlines: queen’s enews Having a hard time getting out of speaking ‘academic’? Keep getting asked to use words like ‘interdisciplinary’? Or how about ‘pedagogically rich’? Prove the value of content marketing. Cost? Staff time.
- Not just a headline, content matters >>> proof that students want timely messaging, they want their language, they want recognition of what they value, they want personality =eNews (92% open rate, our average to student list is 80% on our best ones) =#killingitqueensu, posting to different channel (best compliment ever)
- Let’s use a 2 hour lecture as a way to spread the word? Can we do a press release about this lab that has been around for a long-time and not doing anything special? I have no budget. Sound familiar?
- SAIT – CT B2B Do we even know how to do b2b marketing? Let’s try it and build competency use of freemium as tactic, direct marketing is new again, premier – launch a new event series (content, plus channel, plus lead gen) Campaign length matters – need momentum not single stories Ads push to events, events push to leads Awareness: 67,600 reach, 12, 702 engagement, Leads: 994 conversion to soft lead, 451 to warm lead, 29 to hot lead $4,359.73 ($0.34 cost per conversion) Freemium yes but keep it marketing not seminar like Premeire yes – build a product deck not a story, 4-6 weeks in market
- Sick of being asked to make posters and send emails? Or how about putting another pdf on the website? Getting low results to the ever-more competitive FB ads? Need conversion not just vanity metrics? Niche, micro-campaigns build your case. Queen’s: Come for the sailing, stay for the degree
- Awareness: apps from Australia, England, Argentina, east coast Conversions: 100% conversion to app, 96% conversion to offer, 96% conversion to student (one of the students was name varsity athlete of the year last year and graduated). Niche >> go to uncrowded places, experiential and event ROI, capitalize on competitive advantage, collaboration across campus = more bang for the buck, town gown ripple effect Cost $10,000 (split 3 ways)
- My sister saw that ad and she said she didn’t like it. I want my story on the homepage. Go promote this obsecure (important but very niche) program that has a hard to find audience. Go target a group you know little about.
- Queen’s Indigenous Pre-Doc Fellowships Community-driven >> issues hashtags, competitor hashtags, community/influencer amplification, community voices are better than admins, better to target influencer sometimes Pipeline, water security, red dress day Applications: exceed target, enrolment exceed target, demand for subsequent years and growth
- That’s not our departments job. If they get a campaign, we get a campaign. We can’t launch we don’t know that the school is going to teach yet.
- SAIT – SADT launch Phases build momentum and allow learning along the way, branding matters, what to do when you don’t have a product yet. Partnerships, collaboration, brand cohesion / use of visual toolkits, fake it til you make it products, scaffold new channels into as the campaign progresses and new competencies are gained. Break it down to make it managemable and measureable for everyone so not riddle down in details and can’t move. Awareness: 24M, 311,830 engagement, Leads: 4651 converted to event, lead form or application (280% applications over target) Cost per response $7.71 $0.001 CPM
- Biggest pain points: budgets, lack of buy-in, risk aversion, knowledge/skills gaps Why MICRO-CAMPAIGNS work? Decrease risk (small audiences, smaller budgets, more agile in approach). Increase cohension and collaboration using a scaffolding approach (reduces friction, resistance). Build buy-in through defined metrics, objectives and reporting. Skill and competency development in a safe, work-integrated model. Increase ROI of all marketing efforts (increased competencies, increased partnerships and collaborations, new audiences and influencers, brand consistency, focus on ROI). Answers: ROI, trust through proof, contain risk, build one at a time
- So…. Good luck, I wish you well. Make lots of money.