Marketing

A creative brief is the guiding document that defines the scope of your campaign and the work that you need to have done. It sets goals, timelines and metrics. It puts parameters around the work to protect your project — and budget — from scope creep. It also gives project partners, such as Creative Services, clear expectations and deadlines for material. As a standard industry practice, creative briefs are part of the marketing process.

Once a campaign is launched, it requires ongoing evaluation and revision to promote what works and discontinue what doesn’t.

Identifying key performance indicators, or KPIs, before your campaign launches defines success and establishes parameters to quickly evaluate how your campaign is performing. Typical KPIs include website bounce rates, conversion reports that provide data such as the flow of visitors through a form, completion or yield rates, or attendance. Your marketing manager helps define the most relevant metrics, and your web team member in your unit helps collect relevant campaign analytics.

Identifying who you are trying to reach with your marketing message is an important step to create an effective marketing plan. Different types of people can be best reached in different spaces, and one single strategy will not work for all groups or messages. The marketing team assists with selecting the right audience for your message as well as the right message for your audience.

U of I’s main audiences are:

• Prospective student and parents
• General public in specific geographic or demographic regions
• Legislators and government officials
• Alumni and donors
• Current students

These audiences have varying needs and relationships with the university. Learn more about what these audiences want.

The marketing team is staffed by marketing and advertising experts who help you create a campaign that reaches your target audience and goals. Whether you are interested in traditional print advertising, increasing your digital reach or entering new markets, our team will help you identify the right channels, work with your budget, pair you with the right resources and help you build a winning strategy.

Media Types

Advertising, also known as paid media, includes different media. Examples include:

Traditional Media

• Print media, such as newspapers and magazines
• Radio and TV advertisements

Out-of-Home Media

• Billboards
• Park benches and outdoor advertisements
• Bus wraps

Digital Media

• Digital radio, such as Pandora or Spotify
• Social media advertisements (Facebook, Instagram, Twitter, LinkedIn)
• Digital TV streaming services, such as Hulu
• Pre-roll video (YouTube)
• Search engine marketing (SEM) advertising, through Google, Bing and Yahoo
• Digital display and pay-per-click (PPC) banners
• Online advertising through traditional media sources, such as newspaper websites

Defining the right media mix is critical to success and depends on many variables, such as budget, timeline and target audience.

Before purchasing advertising, be sure to ask UCM if the University of Idaho has negotiated rates. We negotiate partnerships and deals with many outlets that we commonly work with throughout the region.

Media Targeting

With each media channel comes many ways to target and reach your desired audience. Below are examples of the ways and tactics that we use to segment and reach audiences within today’s noisy marketplace.

• Location-based
• Behavioral retargeting
• IP targeting
• Geofencing
• Demographics
• Affinity and interest-based targeting

Getting Started

If you are interested in purchasing advertising, work with your communications and marketing strategist or Director of Marketing Holli Sampson to help you create a strategy that supports the U of I brand. The UCM marketing team is here to support you.

U of I also retains partnerships with external marketing and media buying agencies that assist you in meeting your goals and getting the most out of your advertising dollars. To work with these agencies, contact Director of Marketing Holli Sampson or Co-Chief Marketing Officer John Barnhart.

Direct marketing is a form of marketing in which units provide physical marketing materials to target audience members and communicate information on an offering or unique value proposition (UVP). Direct marketing campaigns do not include advertisements placed on the internet, television or the radio. Typical types of direct marketing materials include email, print mailers and brochures.

The majority of direct marketing conducted by University of Idaho centers around enrollment (prospective students), alumni and donors through giving solicitations. Direct marketing involves a clear call to action: The recipient is asked to do something, such as donate, enroll, apply or RSVP to an event. The marketing piece drives the person to a conversion point, usually a website with a form to fill out. The number of conversions, or desired actions taken, is measured and reported to gauge campaign effectiveness.

Direct marketing should be coordinated through your communications and marketing strategist marketing manager or the UCM marketing team. Enrollment marketing should always be managed through the Strategic Enrollment Marketing marketing team to ensure that messaging is clear and that prospective students are not being inundated with materials.

Email marketing campaigns require assistance from your communications and marketing strategist and the university web team. The university follows CAN-SPAM laws regarding email lists, which restricts the use of purchased lists. Please work with your web team member before purchasing email campaign lists.

Social media platforms change quickly and often. Our marketing team and partner agencies stay on top of these changes to help you find success on these platforms. For assistance in creating a social media marketing strategy, contact your communications and marketing strategist or the social media manager.

#uidaho on Social Media
        

Partner with the University of Idaho Enrollment Marketing to enhance your enrollment efforts. We're here with a diverse range of solutions to help you communicate with prospective and admitted undergraduate students. Our services, including Slate event form setup, email requests, bulk SMS text messages, student calling campaigns, and print mailing list setup in Slate, are designed to optimize your communication strategies and drive enrollment. Contact us today to discuss how we can assist you in achieving your enrollment goals!

Slate Event Form Setup

Our team is skilled in setting up event forms using Slate, an advanced enrollment management software. We assist you in creating customized and user-friendly forms for university events such as campus tours, open houses, information sessions or virtual events. These forms efficiently collect data from attendees, enabling you to track and manage event registrations seamlessly.
Request an Event Form

Email Requests

Our Enrollment Marketing Services team specializes in crafting compelling email campaigns tailored to your target audience. Whether it's promoting upcoming events, sharing important updates, or showcasing the unique aspects of the University of Idaho, we create engaging Slate email content that drives student interest and encourages action.
Request a Slate Email

Bulk SMS Text Messages

In today's fast-paced digital world, SMS text messaging provides immediate and direct communication. We offer bulk SMS text messaging campaigns to effectively engage prospective students. Our team helps you create targeted SMS campaigns that deliver essential information, event reminders, application deadlines, and other personalized messages, ensuring your university stays top-of-mind.
Request a Bulk SMS 

Print Mailing List in Slate

To streamline manual mailings and optimize your communication processes, we can set up a print mailing list within Slate. This integration enables you to automate your mailing processes with the support of the university's mail center. By automating your mailings, you save time and eliminate manual handling, ensuring accurate and timely delivery of your communication materials.
Request a Print Mailing List

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