1 #designSD DISD Marketing 2012 Ricky Kassab Josh Trent Owen Salerno Andrew Hermiz
Nov 07, 2014
1
#designSD
DISD Marketing 2012Ricky Kassab
Josh Trent
Owen Salerno
Andrew Hermiz
2
DISD Renovation
-San Diego’s “Best Kept Secret”-Value Differentiation - Family, Student to Faculty Ratio 15/1
Current Analysis - Back Links
AI-SD 27,657
Mesa JC 4,390
DISD 1,323
Current Market Value of Social
In Facebook fan studies from last year, the value of a fan ranged from $3.60 in a Vitrue survey to $136.38 in a Syncapse assessment.
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Establish DISD's brand by leveraging identity and increasing visibility.
"Pre-College"Program
EarlyMarketing
Fun, ExcitingEvents
Open house
StudentParticipation
DesignCompetition
Engage
HS RelationsLocal, Identify
Design EventEngage
Art InstallationDISD
Campus
LocalBusiness
Takeovers
TestimonialsVideoBlogSMM
IKEAPartnertshipCollaborationLocal Bus T.O
#designSDVisibility
High traffic
AlumniGatherings
Testimonials
Alumni Relations
CommunityPartnerships
ContestIncrease 'Likes"
Exisitng StudentsHigh ROI
Facebook#designSD
Back links+Increase ranking
SeoMoz.com
PinterestInstagram
Twitter#designSD
SEOSeoMoz.org
Analytics
#designSDStudent/FacultySMM-Contest
Social MediaCampaign
Create IntroVideo
WebsiteAutoplay
VideoYouTube
30-60Sec-
#designSDBlog
development
Advertising- DVPCutting Edge
Design SchoolFamily, Close
TaglineInterior Design
Brand AwarenessCampaign
10+ Enrollments12 months
Brand Awareness Campaign
Who is DISD? Very focused (one degree) Compare with the best
Why do they matter? Family-like atmosphere
Keep message consistent
Video
Video will display several “features” of having a small
family-like campus life. Student to teacher ratio Student attention in and outside of class Attention by the experts
Visitors will feel emotional benefits of features: “No place like home” feeling At peace Comfort & care
These are benefits that you will not get at a larger design school
Tagline
Tagline that briefly describes who you are as a brand:
“Interior design runs in our genes”
Benefits: DISD owns interior design. They are the experts.
Prospective students will see this everywhere “Genes”: relates back being a family.
Advertising
Compare DISD with the best
Ad example: Briefly display curriculum on one ad. Caption that says “Just compare with ________ school. These ads can be modified and displayed by region if there is a competing school around.
Benefit: Students nationwide will recognize that their local design school can’t compare with DISD’s curriculum.
Communicate one focus and one focus only. Better to be the
Ad example: Show a pie chart or graph that shows 100% of energy and resources go into Interior design. Show another school with interior design, industrial design, and other fields take part of the pie.
Benefit: DISD is the expert and is dedicated to make you an expert.
Social Media Campaign
The focus of our Social Media strategy is to increase student involvement and participation of the Design Institute’s social media marketing. We feel that this will increase the Design Institute’s brand as well as awareness among potential students. Each social media network will be focused on the hashtag #DesignSD so that conversations can be focused and followed with ease.
The strategy behind the Design Institute’s use of Instagram will be for students to Instagram pictures of completed design projects. We will create a page on the Design Institute’s website which aggregates all Instagram photos that are posted with #DesignSD, in effect creating an online portfolio of the entire Design Institute student body.
We would like to see the Design Institute initiate a live Twitter feed on their homepage. Students would be encouraged to write tweets about classroom experiences and observations. By collecting tweets under the #DesignSD and having a social plug-in prominently displayed on the Design Institute’s homepage, it is an easy and effective way for potential students to get a feel for what it’s like to be a Design Institute student.
The strategy behind the Design Institute’s use of Pinterest should simply be a place for students to collect ideas and inspirations. While the use of hashtags is limited at this time, we feel that using the #DesignSD hashtag is still important to the overall social media strategy and for collecting student pins.
We feel that the Design Institute blog could use a bit of rebranding itself. We would recommend a name change to #DesignSD to fit in with the overarching social media strategy. We would also recommend increased participation of students on the DesignSD blog. Facebook should be utilized to promote blog posts.
Facebook/Blog
Community Partnerships
Student Government/ASB
Alumni Association
Business Partnerships
Art Installation
Student Govt. & Alumni Association
Form a student government that will be responsible for putting together materials for high schools and junior colleges and send out representatives for presentations.
Start an Alumni Association that establishes a networking program and parent meetings.
Alumni and ASB work together on creating contests and programs that will attract prospective students.
Business Partnerships
Use local business partnerships to offer exclusive internships with DI students.
Partner up with companies like Ikea and Target to help renovate local landmarks, community centers, etc…
Student and Alumni social media feeds that feature DI students who intern or work for prestigious companies or firms.
Art Installation
Have students work on an art installation that will stand right in front of campus.
Something that is big and unique enough to attract all kinds of people.
Goal is to make it a city landmark. Instagram and twitter hashtags associated with pictures of
the installation. Promotions, contests, and most importantly, exposure will
come out of this.
Student Brand Ambassador
-Assistant to Director of Communications-Passionate about interior design / SMM savvy-30 hrs per week-Tuition reimbursement / Hourly wage-Responsible for all SMM -Student engagement-Brand awareness accountability-Social media accountability
Student Engagement
Student participation
Recruitment in contests and groups
Video testimonials
Action plans / Surveys
Social Media Accountability
Content management
Analytics
Customer engagement
Market research
Media
Brand Awareness Accountability
Video production
Art installation(s)
Business, Alumni, JC+HS relations
CRM of 50 unique internships
Investment - 12 Months
Student Brand Ambassador - $32,000.00Social Media Analytics / Tools $1,000.00Current Student / Faculty use - $0.00Total Investment $33,000.00 - $35,000.00ROI - Predicted 10+ Students EnrolledValue of $140,000.00 - $180,000.00 (g)
Questions?