Transcript Presentation - The University of North Carolina at Chapel Hill

Marketing on a Shoestring:
A Case Study
Elizabeth A. Evans
UNC-Chapel Hill
ITS Teaching and Learning
December 2007
Think About This
(You’ll be asked later.)
What marketing have you
tried? What have been the
results?
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What We Wanted
Increased use of our computerbased training service (CBT)
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Why We Want(ed) It
 Cost of license
 Decreased face-to-face training
 Learning style flexibility
 Supplement face-to-face training
• Modular
• Point of need
• Review
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And You?
What would you like more people
to use or do or attend?
Why?
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Caveats
 This isn’t rocket science.
 We do what we can with what we have;
we’re not perfect.
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Long Ago
(in technology terms)
 Previous CBT service
• About 500 users
• Mostly technical courses (OS, programming,
etc)
• Self-contained authentication
• Publicity was primarily announcements to
technical staff lists
• First began by 1997 (might have been earlier)
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The New Service
 Replaced technical courses with
productivity ones (~500)
 Used single sign-on server (campus
login/password) for authentication
 Changed vendors
• User interface change
• Users have to “subscribe”
 Go Live Date: June 2005 (pilot: May 2005)
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Modifications to the
Service: August 2006
 Decreased number of license seats
 Added many technical courses (~2200)
 In collaboration with HR, added soft skills
courses (~40)
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Results First
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Some Data
New Subscribers by Month
700
600
500
400
300
200
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Nov-07
Aug-07
May-07
Feb-07
Nov-06
Aug-06
May-06
Feb-06
Nov-05
Aug-05
0
May-05
100
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Some Data
Total Subscribers Growth
6000
5000
4000
3000
2000
1000
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Nov-07
Aug-07
May-07
Feb-07
Nov-06
Aug-06
May-06
Feb-06
Nov-05
Aug-05
0
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Some Data
Number of Logins by Month/Year
1400
1200
1000
800
600
400
2005
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2006
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
0
Jan
200
2007
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Some Data
Number of Logins by Month/Year
1400
1200
1000
800
600
400
200
2005
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2006
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
0
2007
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Some Data
 By Aug 2006: 755 courses completed by 341
people
 By Jul 2007: 1790 courses completed by 686
people
 By Aug 2006: 2373 courses attended by 893
people
 By Jul 2007: 5828 courses attended by 1849
people
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The Marketing
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Marketing Elements:
Articles
 Original announcement: faculty/staff
newspaper, ITS publications, campus lists
(electronic)
 Ongoing: New courses, Milestones, Contest
 Milestones: Number of subscribers,
Collaboration with HR for soft skills courses
 Reminders: General, annual development
plans
 Others: Departmental newsletters
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Marketing Elements:
Brochures
 Black and white
 Can be photocopied in-house
 Copies to anyone who will make them
available
 Information fairs
 Events
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Marketing Elements:
Lists
 New courses
 Offer brochures
 Try to tie content to specific list (eg.
technical courses to technical lists, soft
skills courses to University Managers
Association list, etc)
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Marketing Elements:
Mass Mail
 Reminder to staff/students in January
 Reminder to faculty in fall/spring
 Development plan reminder to staff
April/May (with Human Resources)
 Formerly: reminders to never-logged-in
subscribers
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Marketing Elements:
Summer 2006 Contest
 Two $50 gift certificates to Student
Stores (contributed by vendor)
 One entry for a new subscription
 One entry for completing a course
 The more courses completed, the more
entries
 Open to faculty, staff, and students
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Marketing Elements:
Info Fairs
 Employee appreciation event
 SPH student info fair
 International student info fair
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Marketing Elements:
Human Resources
 HR Training Guide
 Employee Learning Connection
 HR certificate programs
 HR Training & Development Web site
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Marketing Elements:
Web Sites
 Link from Faculty/Staff Web site
 Links from ITS Web sites
 help.unc.edu searches
 Others we don’t know about or control
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Marketing Elements:
Presentations
 Carolina Technology Consultant updates
 Mentioned in presentations about other
things
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Marketing Elements:
Incoming Students
 Info at student orientation sessions
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Marketing Elements:
Milestone Markers
 Numbers of subscribers (5,000 coming
up!)
 Collaboration with HR
 Adding technical course catalogs
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Marketing Elements:
Hidden Publicity
 Newsletters, Web sites, email messages
that are created by others in response to
what we do
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A Quick Summary
 Frequent
 Multiple formats
 Repeat the same message
 Look for opportunities for new messages
 Email still works for staff
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In Other Words
 Once is not enough.
 Three times is not the charm
 A Web site is not sufficient publicity.
 An announcement of a new service is not
sufficient publicity.
 Point of need matters.
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My User Wish List
 More student use
 Fewer “no logins”
 Hit the license ceiling :-)
 More faculty use???
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My Marketing Wish List
 Facebook advertisements $
 Facebook fan site (just created!)
 Nicer brochure $$
 Sandwich board walkers $
 Info table on quad
 Other ideas?
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The Big Question:
Your Turn
What is the saturation point of this
or any other service?
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You’ve been thinking
about…
What have you tried? What
have been the results?
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Finally
Questions? Comments?
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