Digital Marketing Fast Facts

Transcription

1 Digital Marketing Fast Facts Marketing: 173MM s in FY2009, 119MM so far in FY2010 Who: Sanije Gjokaj, Mary Schneck, Dina Shirin, Wes Paisley, Kathleen Chambard What: Manage all Scholastic Campaigns Online Ads: 403MM ad impressions in FY2009, 215MM so far in FY2010 New! Facebook Advertising Who: Gabriela Acatrinei, Kathleen Chambard What: Manage all Scholastic.com and newsletter ads Search Marketing / SEO Who: Orange Soda (vendor), Kathleen Chambard/TBD What: Coordinate paid search across divisions and provide SEO recommendations 1

2 Teacher Checklist Subject Line: Free Monthly Planning Calendar Sent 54,851 Delivered 54,428 Delivered % 99% Opened Opened % 68% Clicked 36,040 Clicked % 66% Unique 14,449 Unique % 27% RANK Top 10 in opens and click of all Scholastic campaigns sent in 2009 Revenue $955 Conv: 0.16% 2

3 SMP_WIntertail_V1_MIM_1594 Subject Line: Special Invite for Springfield s Classrooms Sent Delivered Delivered % 98% Opened 3488 Opened % 25.42% Clicked 2717 Clicked % 19.80% Unique 1066 Unique % 7.77% 3

4 TSO_- Teaching Resources Subject Line: 2 Days Only 50% OFF! Promo Code STR302 Sent Delivered Delivered % 94% Opened 38,124 Opened % 13.4% Clicked 1300 Clicked % 8.39% Unique Unique % 5.42% Revenue: $93,994 Conv: 5.56% 4

5 Gold Star: Scholastic Store Highest FY10 Revenue Black Friday - 11/27 5

6 Room for Improvement: Scholastic Store Halloween Sale 10/20 * summary based on the average of the 3 campaigns 6

7 Gold Star: Back to Basics Highest FY10 Revenue Cyber Monday - 11/30 * summary based on the average of the 3 campaigns A follow-up final hours deployed at 6:30 pm to non-openers from the original mailing. The had a lower response: 8.7% open rate and 2.8 % CTR. 7

8 New Teacher Newsletter BEFORE Average Open Rates: 20% CTR: 12.75% 8

9 New Teacher Newsletter AFTER Open Rates: 22.15% CTR: 15.75% 9

10 Administrator Newsletter BEFORE Average Open Rates: 9.97% Average CTR: 1.7% 10

11 Administrator Newsletter Average Open Rates YTD: 14.10% AFTER Average CTR: 3.21% 11

12 Administrator Newsletter AFTER Average Open Rates YTD: 14.10% Average CTR: 3.21% 12

13 The Intelligencer 13

14 Want a Gold Star ? Plan ahead Set campaign metric goals Drive website visits Drive revenue Identifying customer need and responding Include call-to-action above fold Include engaging content such as links to video, interactive tools or other exciting site features Integrate with site experience Monitor lifetime value of customers Effective landing page 14

15 Missing the Gold Star PDF brochure passed off as Creative Little or no list segmentation No creative or offer testing Single subject lines on multi-segment campaigns Only Clearance Sale / Bargain Bin Offers Repeated r s to non-openers Single creative blasts to lists of 1 MM+ Not learning from campaign results Design inconsistent with website Poorly designed or NO landing page (Landing pages: where you make a sale!) 15

16 /Social Media Strategy Goal: Engage your audience across channels How: Leverage to gain FB fans & vice versa newsletter boosts Facebook awareness Add buttons to newsletter to encourage subscribers to follow you on Facebook and share via ShareThis Increase Facebook members with each newsletter Facebook promotion to drive newsletter subscribers: Promote your newsletter to Facebook fans. Create a Facebook wall post that encourages fans to opt-in, and increase newsletter subscriptions 16

17 Online Advertising Top Ad Design Best Practices 1. Keep the messaging very simple and relevant to the channel 2. Include a call to action 3. Include a product shot and human form in the ad 4. Coupons/free trial offers/end dates work 5. Show brand prominently 6. Test creative 7. Tag ads for Omniture 17

18 Teacher Channel Internal campaigns: Teacher Store Online transitional: 18.17% CTR Book Fairs December: 0.56% CTR Teacher Store Online December: 0.46% CTR External campaigns: Learning Resources: 0.28% CTR General Mills: 0.24% CTR What makes them shine? Promotion of FREE products/giveaways or introduction of new products Clean design Relevancy (factor in seasonality) 18

19 Parents Channel Internal campaigns: Stacks: 34.95% CTR Scholastic Store Online: 34.61% CTR Scholastic Media iphone: 0.69% CTR Scholastic Media I Spy: 0.51% CTR External campaigns: Pampers: 1.23% CTR Zyrtec: 1.17% CTR What makes them shine? 100% SOV works Product launches with a buzz Strong and clear call to action Relevancy to Scholastic content (Pampers ad) 19

20 Stacks Channel Internal campaigns: Media - Goosebumps: 0.54% CTR External campaigns: Sony Free Realms: 0.83% CTR SmartyCard: 0.78% CTR What makes them shine? Cool, interesting design and message relevant to teens ( check it out, escape, panic, play, you rule! ) Association with events (Summer Reading Challenge, Halloween) 20

21 Conclusion Thank You! 21