UND MARKETING GROUP REPORT SHIFT GEARS
2012
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UND MARKETING GROUP REPORT | 3
UND Goes Global: Viewed on 6 CONTINENTS! RECORD ENROLLMENT: 15,250 students RECORD Web Traffic: 500% increase
Contents
RECORD Video Views: 385,696 views and counting in 19 months * 1,445% increase over previous university channel of 24,965 total views over 4 years * 280 Countries on 6 CONTINENTS <previous channel only 4 countries: USA, Canada, +2>
USA
UND Goes Global
Contents
North Dakota
worldwide MARKETING: “UND and Me”: TV, Radio, Print, Outdoor, Web, Mobile, Graffiti, Events, Social BRANDING: Founded UND Design Group: cross-organizational working body that established identity guidelines for everything from print-digital-online-photo-signage. UND.edu/identity WEB: UND.edu, DakotaStudent.com, UNDSports.TV, & coming soon: FoodOnTheForks.com BROADCAST TELEVISION: Weekly “UND Sports TV” show * Broadcasts throughout ND, SD, and MN WEBISODES: UNDHealth, Student of the Month, Day in the Life, Spotlight Researcher,... COMMUNITY: Events Calendar (scalable state-wide solution) COMMUNITY: Redesigned GrandForksGov.com (go live in mid-November) CORPORATE PARTNERSHIPS: Minnesota Vikings, Minnesota Twins
2 3 5 6 7 8 12 14 16 18 20
About UNDMG
UNDMG staff
How we manage
UND and Me
Broadcast TV
UND Sports TV
VIDEO Explosion!
Views
Demo
22 24 26 28 30 32 34 35 36 46 47
Subscribers
Likes
Favorites
Brand reach
Social marketing
Design
Television spots
Radio spots
Vikings
50 54 57 58 60 61 62 64 66
Twins + UND
Branding
Web
Web design
UNDSports.TV
UNDandMe.com
Webisodes
What’s next...
Join Us!
Commercials
Vikings Gameday
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
UND MARKETING GROUP REPORT | 5
About the UND Marketing Group In collaboration with other UND marketing groups, the UND Marketing Group offers a comprehensive line of marketing services for UND and its various components. Social, Video, Broadcast TV, Radio, Outdoor, Print, Web, Mobile, and Programming. All with a staff of 2.
“Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.” - Jack Welch, CEO General Electric (1981 to 2001) During his tenure, company’s value rose 4000%
15,250
Mission Statement Tell UND’s story.
Mission The University of North Dakota’s Marketing Group (UNDMG) is responsible for directing and
students (Fall 2012). Record enrollment.
executing multiple aspects of
1,445 %
the University of North Dakota’s
growth in video views, 19 months.
500%
pages read with new web design
Strategy UNDMG’s unique marketing approach, known as “ingrained marketing™,” utilizes the best of
very vernacular of the residents of North Dakota and surrounding areas, with the added perk of global brand recognition.
Multichannel messaging is the proverbial No-brainer. And with the advent of 4G smart phones, video and social climb to the top.
marketing communications
the old and new, with proprietary
In the global aspect, we have
strategy. We have the combined
strategies as we redefine how
taken UND’s video reach from 4
goals of increasing the University’s
higher ed markets itself.
countries to over a 100 countries
image, student recruitment and
With a multichannel multimedia
on 6 continents in under 19
retention, alumni & community
approach, UNDMG enters into the
months.
engagement, and revenue. UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
6 | UND MARKETING GROUP REPORT
UND MARKETING GROUP REPORT | 7
UNDMG consists of
how we manage
2 employees*: Tim DeBolt, MBA (Director) Lacey Erickson (Videographer) PLUS part-time assistance from: • Heather Bushaw, Calendar Editor • Chuck Crummy, Project Planner, Workforce Development • 5 part-time student-interns * Craig Garaas-Johnson, MFA, former UNDMG Client Relations Manager, Features Editor, and web writer was recently promoted to Director of Advancement for the College of Arts & Sciences.
Tim DeBolt, MBA Director
<<< (Tim) >>> Client Relations Manager
<<< (Tim) >>> OU support
Major Clients: UND Campus
<<< (Tim) >>> Features Editor
Media support
On-air interviews Video:Shoot/Edit
<<< (Tim) >>> Producer/Director Videographer Gaffer Sound record/edit Sndtrks/Musician Editor Graphics/Titles Key Grip/Best Boy Instructor/Trainer
Lacey Erickson Marketing Videographer
<<< (Tim) >>> Art Director
<<< (Lacey) >>> Marketing Manager
4 Videographer Interns
<<< (Tim) >>> Web Designer
<<< (Lacey) >>> Social Strategist
<<< (Tim) >>> Print Designer
<<< (Tim/Lacey) >>> Marketing Collateral Coordinator
1 On-air reporter Intern
<<< (Tim) >>> Lead Editor/Animator
Major Clients: UND Faculty/Staff Aerospace A&S College Office of Ceremonies COBPA Career Services Counseling Center Education/Human Dev Engineering Registrar Law School Med School Music ND Museum of Art Theater Arts University Relations
MidCo Sports UND Campus <<< (Tim) >>> Programmer
Web Dev DBA Tech support Server Admin Mobile dev Instructor
GF Community
UND YouTube Channel UNDMG spots
Shows & Programs:
how we settle our differences...
We succeed because we hire attitude, and train the rest. Tim DeBolt, MBA Director
Lacey E. takes Tim DeBolt’s CardioKick! class @ UND Health & Wellness Center
Major Clients: UND Administration/Office of the President, Enrollment Services, Corporate Clients, UND Athletics, City of Grand Forks, City of East Grand Forks, UND Health & Wellness Center, State of North Dakota, other Municipalities, Online Education, Exceptional UND campaign, UND Alumni Association, ND Champions Club, Spirit Campaign, Advertising partners, large contract Vendors, Media partners (TV, Radio, Online, Mobile, Outdoor, Graffiti), MidCo Sports, NDUS IT, NDUS System
<<< (vacant position) >>>
parentheses indicate name of person temporarily filling this role.
UND Sports TV UND Health Food On The Forks Television specials Science of Addiction UND Events Videos UND Academic Videos Athletics Videos Marketing Videos Television spots Radio spots/shows Marketing promos UND Infomercials Community Videos Web Series/Webisodes
Ad Partners: Minnesota Twins Minnesota Vikings Clear Channel Radio KVLY TV Comcast Cable CableOne Grand Cities Woman Various Print Pubs
UNDandMe Budget UNDDG Director Designer: Print Outdoor Web/CSS Web graphics Graffiti Teaching Mktg/Dzn support
Heather Bushaw Calendar Editor (P/T)
<<< (Lacey) >>> Media support On-air host On-air interviews Video:Shoot/Edit
<<< (Lacey) >>> Marketing Events Coordinator
<<< (Lacey) >>> Calendar Coordinator
Major Clients: UND Students UND Faculty/Staff UND Ceremonies/Events UND Greek Life UND Organizations UND Memorial Union UND Housing/Dining Nursing Grand Cities Communities Grand Forks businesses GFYoung Professionals Community Organizations Chester Fritz Auditorium Alerus Center REA UND Bookstore Internal Vendors External Vendors
UNDMG Org & Assignment Chart
who we serve
http://Youtu.Be/U3b0dboqsy0 UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
8 | UND MARKETING GROUP REPORT
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Fall 2012 RECORD ENROLLMENT UND breaks 15k for 1st time
a winning combination is
UND and Me
With a single brand driver, ROI, the “UND and Me” campaign is based on the special relationship between an individual and an institution. Single brand driver: ROI.
business in the higher ed market-
We keep it simple with our brand
place, and establish a successful
messaging. In any poor economy,
branding strategy.
people tend to seek education. They
UND A-list Celebrities.
do so because they “expect” a return
We are appreciative to our A-list
on that investment. We show that
celebrities that have already volun-
return in all of our marketing efforts.
teered their time to the campaign.
Data driven.
Considering the delicacy of their
Several metrics were analyzed from
own brands, we take the “high
enrollment trends, grad rates, alumni
ground” in advertisements with our
pops, entrance metrics and several
celebrities. We do not ask anyone
other data to accurately frame the
to make superlative claims about
UND. It’s often not true, and totally unnecessary. We show a snapshot of their successful lives and where they received their education. And we let the people connect the dots. Moving forward... Moving forward we need a greater buy-in across campus. For the “UND
UND A-list celebrities, Carla
and Me” campaign to reach its
Christofferson, Dave St. Peter,
potential, it will require a team effort.
and Jim Kleinsasser promote the campaign UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
10 | UND MARKETING GROUP REPORT
UND MARKETING GROUP REPORT | 11
unique $10,000 scholarship opportunity for one deserving incoming freshman. We are also in year 3 of a successful partnership with REA, Alerus, and UND Athletics. This partnership has greatly increased the exposure of non-rev programs as well as showcased the great facilities the area has to offer.
“UND and Me” 1 Brand driver: ROI
Promotional Products:
community. We also entered into national buys with prominent mags.
Various promotional items were designed by UNDMG for local events. Some purchased by UNDMG, most were not. Recently designed and purchased the new “Power (of Green) Towel” for the recent football game. North Dakota’s answer to the Steelers Terrible Towel.
Outdoor:
Television:
The campaign is executed through a multichannel mix as outlined. Social:
With limited resources, we have concentrated our efforts on the “Big 4” (FB, TW, YT, Flickr). Flickr is now administered by the photographers in University Relations.
Web:
UNDMG obtained a copy of Enrollment Services outreach schedule and then flanked their activity online, a few weeks before they arrived, heavy while there, then a few weeks afterwards. There was also a CTR campaign for the last couple weeks of the Vikings scholarship. CTR continues in core zips.
Email:
We built a comprehensive database of guidance counselors within a 7 state region, and an eBlast script. This has been used to great success with both of the Vikings scholarships.
Print:
The majority of our print product buys have been local. Some purchases made because they are good marketing vehicles, other purchases made as being part of the greater North Dakota
UNDMG is not a big believer in outdoor, and avoided this form of advertising until the creative and deal fell into place. We have right-read signs between Bismarck and Fargo, and another in Minnesota heading into Fargo. Both signs feature Dave St. Peter, Minnesota Twins President and UND alumnus. We have also partnered with UND Aerospace in purchasing a billboard just outside of the Twin Cities.
We have contracts with the local network, as well as Comcast Cable in the Twin Cities. We believe in the power of television. We also produce UND’s only broadcast television show, UND Sports TV, in collaboration with UND Athletics and UND Alumni Association. This is a weekly program that broadcasts throughout ND, SD, and MN. Due to the show’s popularity, it is also rebroadcast several times each week by MidCo Sports Net.
Graffiti:
Radio:
We are running a series of Smartlite ads in four strategic malls in the Midwest region. All spots feature attorney, LA Sparks co-owner, and UND alumna, Carla Christofferson.
Partnerships:
We are in “year 2” of two very successful partnerships with the Minnesota Twins and Minnesota Vikings. Both advertising partnerships include all of the various media channels represented on this page. The Vikings partnership also includes a
Our 2011-2012 marketing resulted in record enrollment with a 3.8% increase over the previous record.
We have run several contracts for radio, mainly due to the reach and price. Our current campaign with Clear Channel Radio pits brother against brother, as Twin Cities radio personality, Muss, jabs with his brother, Chris Mussman, head coach of UND Football. NHL and former UND star, Zach Parise, will be heard on spots throughout Minnesota and the Twin Cities throughout the NHL season.
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
12 | UND MARKETING GROUP REPORT
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UND Sports TV
Broadcast TV without a net!
much more than just a sports show.
The UND Marketing Group in collaboration with UND Athletics, and the UND Alumni Association and Foundation, produces UND’s weekly broadcast cable television show, UND Sports TV. Shot 100% on location.
UNDMG in collaboration with UND Athletics, and the UND Alumni Association & Foundation is leveraging the popularity of UND sports programs to bring in new
UNDMG, in collaboration with UND
in the tristate area (ND, SD,
due in large part to the “style”
fans to UND, strengthen existing alumni ties, and spotlight all that UND
Athletics, and the UND Alumni
MN), an area central to UND’s
in which it is produced. We not
and the Grand Cities have to offer.
Assoc. & Foundation, is lever-
recruiting efforts. The show is
only show the viewer, we take
aging the power and popularity
rebroadcast online and is viewed
them with us on a first-person
of UND sports programs. In the process, bringing in new fans, strengthening alumni ties, and spotlighting all that the University
“Based off the strategy of a well-known Harvard Business School case, we are helping our media partners by helping ourselves.”
of North Dakota and the Grand
by over a hundred countries
journey, gaining inside access
Cities have to offer.
on 6 continents.
to UND Athletics that cannot be found anywhere else in
The show is regional fan favorite
The popularity of the show is
the world.
$FREE$
$$$$$ FREE TV ads for Academics!
Attendance
Attendance up in Athletic programs.
Exposure
Broadcast throughout ND, SD, MN. UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
online in 280 countries on 6 continents
14 | UND MARKETING GROUP REPORT
UND Sports TV Hosted by Josh Morton
ProTips w/Danny Luetzen
Inside Access w/Brian Gendreau
FanZone w/ Lacey Erickson
Sports Round-Up w/Rhaya Ballon
Tickets & Gear Give-aways
Student-athlete profiles
7 minutes of UND Commercials!
UND MARKETING GROUP REPORT | 15
Broadcast in ND, SD, MN
Special Features
Shot 100% on-Location
Not My Job
Day in the Life
Spotlight Hockey Player
Ask The AD + Coach’s Corner
Weekly Highlights
Show Bloopers
Also...viewed online in over 100 countries on 6 continents!
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
16 | UND MARKETING GROUP REPORT
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Sean Lee, Student of the Month current top academic video
CHALLENGING OTHERS UNDMG has inspired a video explosion at UND. Video is being produced from every corner of campus. And we’ve inspired other UND video units to aggressively embrace the power of social.
UND = 386K
UND VIDEO Explosion!
In under 3 months, UNDMG surpassed the 4 year total views of the previous
NDSU = 10K BSC = 8K MSU = 11K
UND You Tube channel. To date, we have propelled a 1,500% growth in views, and similar stellar results in ALL measurable metrics. UNDMG recognized the need for a “dramatic” increase in video production. And recognized that in many cases
100% of Videos produced by UNDMG.
the “style” being produced at UND was outdated. UNDMG changed both of those.
Video is one of the central components
The amazing results are self-evident.
of the UND Marketing Group, as we tell the story of the University of North Dakota,
4G smart phones, mobile tablets, and the like are helping to secure videos position at the top of the multimedia heap.
one video clip at a time.
VIDEO Marketing
FROM 0 TO 385,000 In January of last year, the new UND YouTube channel
Regional dominance in under two years, is encouraging, these are not impressive numbers with regards to YouTube’s standards.
views. And growing by thousands of views every day. IN PERSPECTIVE Although 385,000+ views
1,500% increase in 19 months
This is why it is necessary
UND has 3,760% more views than NDSU despite the larger metropolitan area. UNDMG top “single” Video 68,342 views and counting
OLD UND v. NEW UND UNDMG’s massive surge in video traffic is due to an innovative marketing strategy and our style of
had ZERO views. 19 months later we are over 385,000
New Channel V. Old Channel
producing engaging and to frame these numbers in
informative content people
relation to previous UND
want to watch.
numbers, other universities in the NDUS system,
Following results pages
and other organiza-
use the previous official
tions within the higher
UND channel for frame of
education industry.
reference.
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
18 | UND MARKETING GROUP REPORT
Previous TOTAL Views
1,445% increase
UND MARKETING GROUP REPORT | 19
NEW Channel Views
in 19 months
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
20 | UND MARKETING GROUP REPORT
Previous Demo
22.9% increase
UND MARKETING GROUP REPORT | 21
NEW Demo
in female viewers UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
22 | UND MARKETING GROUP REPORT
Previous Subscribers
1,209% increase
UND MARKETING GROUP REPORT | 23
NEW Subscriber Total
in < 1/2 the time
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
24 | UND MARKETING GROUP REPORT
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Previous Likes
NEW Likes
3,466% increase
in < 1/2 the time
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
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Previous Favorites
NEW Favorites
1,168% increase
in < 1/2 the time
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
28 | UND MARKETING GROUP REPORT
From 4 countries previous channel reached 4 countries in 4 years
UND MARKETING GROUP REPORT | 29
to 130 countries on 6 continents in 19 months!
BRAND REACH
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
30 | UND MARKETING GROUP REPORT
UND MARKETING GROUP REPORT | 31 Report - HootSuite Media
social marketing
9/30/12 3:49 PM
In September 2012, we dropped from 3 staff members to 2, losing our social
Facebook Insights : Snapshot
media position. The numbers reflect this drop in staff. Report - HootSuite Media
Total Likes ?
9/30/12 3:50 PM
Jul 29, 2012 - Aug 31, 2012
UND Facebook 2012 Friends of Fans ?
13,927
3,267,241
4.3%
Friends of Fans ?
14,343
3,403,056
2.8%
3.8%
People Talking About This ?
Weekly Total Reach ?
361
24,121
-39.4%
-97.1%
Facebook Insights : Daily Post Feedback
Facebook Insights : Snapshot Total Likes ?
Sep 01, 2012 - Sep 30, 2012
UND Facebook 2012
4.3%
People Talking About This ?
530
60.6%
Weekly Total Reach ?
445,019 1877%
Facebook Insights : Daily Post Feedback
Facebook Insights : Per-Post Metrics Top 10 Top 10 by Talking About This Type Date
Facebook Insights : Per-Post Metrics Top 10 Top 10 by Talking About This Type Date
Post
Reach 1
Engaged Users 2
Talking About This 3
Virality 4
Aug 31, 2012
Congrats to UND Football team...
6109
265
213
3.49%
Aug 17, 2012
HootSuite Photos
7477
466
208
2.78%
Aug 20, 2012
Wall Photos
9641
622
107
1.11%
Aug 12, 2012
HootSuite Photos
5014
279
101
2.01%
Aug 24, 2012
Working without a net... or a...
8312
566
99
1.19%
Aug 29, 2012
Exciting day for UND!...
6533
202
56
0.86%
Aug 16, 2012
UND + ?_______? = Happiness!
7001
436
51
0.73%
Reach 1
Post
Engaged Users 2
Talking About This 3
Virality 4
Sep 11, 2012
Remembering the lives that were...
4553
117
76
1.67%
Sep 5, 2012
HootSuite Photos
6997
444
74
1.06%
Sep 5, 2012
Take a look!!!
7597
374
71
0.93%
Sep 24, 2012
The University of North Dakota...
4551
516
54
1.19%
Sep 24, 2012
UND today announced $14 million...
2372
86
36
1.52%
Sep 24, 2012
UND TO MAKE MAJOR ANNOUNCEMENT...
4956
849
35
0.71%
Sep 24, 2012
Congrats to our football team...
2012
87
33
1.64%
Sep 6, 2012
Happy Potato Bowl Week! French...
4307
91
28
0.65%
Sep 19, 2012
Wall Photos
3459
74
21
0.61%
http://hootsuite.com/analytics/view?reportId=333734&displayType=PRINT&dateRange=Sep%201%2C%202012%20-%20Sep%2030%2C%202012
Page 1 of 4
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
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design Carla Christofferson, J.D. Co-owner of the WNBA Los Angeles Sparks “Top Women Litigators” “100 Most Influential Lawyers in California” Yale Law School, J.D. The University of North Dakota, B.A. Communication Miss North Dakota, 1989
print/outdoor/web examples also available: apply at TV/Radio/Video UND.edu/Vikings Web (on pg. 58)
Jimmy Kleinsasser #40, position Tight End 2nd Rnd Draft Pick by Minnesota in the 1999 Pro Football Draft, 13th Season in the League UND Football Star (‘95-98)
UND.edu UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
34 | UND MARKETING GROUP REPORT
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television spots
Feature UND A-list Celebrities: Carla Christofferson, Jim Kleinsasser, Dave. St. Peter
Local “Geico-esque” ad campaign: in collaboration with UND Online & Distance Education. Featuring UND psychology professor, Jeff Weatherly, Ph.D.
http://youtu.be/SmN62joZ3cE
radio spots Feature Twin Cities Radio Personality, “Muss,” CMA Award Winner and brother of UND’s Head Football Coach, Chris Mussman. UND A-list Celebrities: Dave St. Peter, Jim Kleinsasser, Carla Christofferson, also UND students, faculty, and staff. UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
36 | UND MARKETING GROUP REPORT
Vikings Partnership
UND MARKETING GROUP REPORT | 37
Multichannel approach
University of North Dakota partnered with the Minnesota Vikings to provide a $10,000 undergrad scholarship to one (1) deserving incoming freshman.
Pre-season TV :30 network commercials Live-reads. ratings 16.2 HH / 35% share (290k households in Minneapolis/St. Paul) Opening and closing billboards In-game radio :30 network commercials Opening billboards South end zone tri-vision signage in-stadium Vikings Playbook- ½ page ad Purple Press email blasts Vikings.com web banner ads
Vikings Radio The University of North Dakota received sixteen (16) in-game contracted network On August 1, 2011, The Minnesota Vikings
radio commercials (one (1) per game)
released a Press Release to kick-off the
throughout the 2011 Vikings regular season.
scholarship program. This press release reached between 400-500 media members across the state
UND also received an additional twenty-
and country, to all local TV stations, newspapers,
eight (28) BONUS in-game network radio
and radio stations.
commercials for a total of forty-four (44) in-game network radio commercials! 28 FREE BONUS SPOTS
Jim Kleinsasser UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
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Vikings TV Broadcasts
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In addition to the :30 network radio commercials, UND received one (1) opening BONUS billboard read during each of the sixteen (16) regular season Vikings
UND received four (4) in-game contracted network television commercials
gameday broadcasts.
(one (1) per game) throughout the 2011 Vikings pre-season broadcasts.
FREE BONUS SPOT
UND also received an additional BONUS six (6) bonus in-game network television
UND received a pre-game network opening billboard which read:
commercials for a total of ten (10) in-game network television commercials!
“This Vikings Radio Network broadcast is brought to you by the University of
6 FREE ADDED BONUS spots.
North Dakota”
** DURING LIVE BROADCAST (NOT AD BREAK) W/LIVE VOICE-OVER Throughout the Vikings pre-season television broadcasts, The University of North Dakota also received one (1) opening billboard per game and one (1) live-read including visuals and voiceover promoting the scholarship in each of the 2011 Vikings pre-season broadcasts.
Frame from UND + Vikings’ popular 00:30 sec TV spot
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
40 | UND MARKETING GROUP REPORT
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In Stadium Signage The University of North Dakota received permanent South Endzone Tri-vision signage for eight (8) Vikings home games of the 2011 season. In the South end zone, the Tri-Vision board is a point of interest that all fans in the stadium see, this premier spot receives over 64,000 views per game! As bonus value, UND received eight (8) minutes of real-time LED exposure during the Vikings first two home games of the season on August 27, and Sept 1, 2011. 8 MINUTES OF FREE ADDED BONUS Over 700 feet of ribbon-like brilliant LED lights, the in-bowl LED signage draws the attention of the entire crowd at every Vikings game.
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
42 | UND MARKETING GROUP REPORT
Bonus LED signage
UND MARKETING GROUP REPORT | 43
The University of North Dakota received five (5) contracted half-page full-color ads in the Vikings Playbook throughout the Vikings 2011 season. 8/27- Cowboys 9/1- Texans 9/18- Buccaneers 9/25- Lions 10/9- Cardinals UND also received one (1) additional bonus half-page ad in the Vikings Playbook on November 20, 2011 as the Vikings hosted the Oakland Raiders at Mall of America Field. FREE BONUS AD
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
44 | UND MARKETING GROUP REPORT
Vikings.com The University of North Dakota received two (2) contracted inclusions in the Vikings Purple Press e-newsletter to encourage applications to the Vikings + UND and Me
UND MARKETING GROUP REPORT | 45
The University of North Dakota received contracted web exposure on Vikings.com with a 235 x 90 web button rotating through the Vikings.com home page. UND’s 235 x 90 web button received 363,705 web impressions throughout the 2011 season.
scholarship. UND also received an additional two (2) bonus inclusions in the Purple Press during the 2011 season. UND received Purple Press inclusions on the following dates: 10/28, 11/3, 11/23, 11/30
UND also received one (1) 160 x 150 bonus web button rotating on back pages of Vikings.com. This 160 x 150 web button received 237,547 web impressions throughout the 2011 Vikings.com hosted a secondary page to gather applicants for the Vikings + UND and Me $10,000 scholarship. Here, students were encouraged to submit a 1000 word essay along with other qualifying information. In 2011, 300 students applied for the scholarship! UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
46 | UND MARKETING GROUP REPORT
Vikings + UND Commercial Shoots
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Vikings Gameday On January 1, 2012, before the Vikings kicked off against the Chicago Bears,
On October 24, 2011, Jim Kleinsasser,
scholarship winner Jacob Greenmyer, and seven (7) relatives were invited to
Viktor the Viking, Ragnar, and four
watch the Vikings warm-up on the sideline of Mall of America Field and were
(4) Minnesota Vikings Cheerleaders
able to meet Jim Kleinsasser and pose for photos together.
participated along with a production
UND brought videographers on field as well, who were able to capture the
crew from the University of North Dakota
moments as well as create additional promotional pieces for the university.
and Vikings representatives to film short commercial spots to promote UND as well as the scholarship program.
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
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Vikings Gameday Jacob Greenmyer was recognized pre-game with a check presentation for $10,000 in his name from the Minnesota Vikings and the University Of North Dakota. Later in the game, footage of the check presentation was shown on the videoboard with a congratulatory announcement.
below photo is hyperlinked to video in electronic version
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
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Twins + UND
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Twins Radio
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
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Danny Luetzen, UND Student anchor of UND Sports TV, threw the first pitch at Twins game. Added bonus complimnents of UND Alumnus, Dave St. Peter. UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
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Branding
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* guidelines are currently under review by UND Administration.
UNDMG, in collaboration with UND Online & Distance Education and representatives from every corner of the organization, formed the UND Design Group (UNDDG), to correct problems with brand identity, disparate marketing collateral, and establish an extensive set of identity guidelines. The group is composed of 25 end-producer “creatives” from 20 different units on campus, that selflessly volunteer their time to improve the brand and image of the institution. This extensive project began in May 2011.
Top 3 Goals of the project: 1. Establish IDENTITY GUIDELINES. Cleaning up disparate marketing collateral and the like. 2. Work together as a unit to help enforce adoption of the new identity standards, while improving the skill set of existing employees. 3. Establish protocol and system for continued updating and improvement of guidelines into the future.
An identity web site was established to house the various components of the brand guidelines from print, web, video/ photo, signage, etc. The site: UND.edu/identity is currently password protected while this group’s work is being reviewed by UND Administration.
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
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Web
UNDMG’s role with the web is multifaceted.
Project Lead: 1. Although much of the design shell (width and aesthetics) is left-over from the Risdall design, UNDMG in collaboration with the office of the CIO, University Relations and Web Team, have retooled the site to follow a more standard news and information site. 2. The news site concept was an experiment that has proven successful. 3. The redesign, currently in-progress, is taking this concept to a whole new level.
In order for a business to remain in business, it must be relevant. Along with providing leadership in site direction, UNDMG also provides design, technical, and copy edit support.
UNDMG in collaboration with the entire campus, prove “relevancy” daily on UND.edu.
Omni Update Support: Our 2011 performance was significantly better than industry averages in most categories
4. UNDMG’s two Omni Update editors have trained over 400 unique content developers across the campus community. Our strategy relies on building relationships with constituencies and assisting them every step of the way as they built their sites. The time invested ranges from a few hours of instruction and follow-up email, to days of sitting by their sides, helping them learn not only the content management system, but how to manage their sites into the future. UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
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web design
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mobile
web design mobile ••• community
NEW design by UNDMG
NEW City of Grand Forks site was designed by UNDMG. Set to go live November, 2012. The site features a new navigational system, dynamic weather, social feeds, top headline news from the Grand Forks Herald, and a feature carousel spotlighting content from the city, and the University of North Dakota.
“Food On The Forks”, a joint UND+City of Grand Forks show will also debut with the site launch. UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
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UNDSports.TV LIVE NOW!
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UNDandMe.com coming soon
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
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webisodes
Plus UNDMG produces specialty video marketing projects.
Spotlight Researcher
We serve a broad range of clients in this respect. For
example,
currently
in
production this weekend & coming
* in collaboration with UND Med School
UNDHealth.org
week: 1. Gransberg tribute video for the Alumni Association Grand Opening.
Food On The Forks
Fast Class
* in collaboration with the city of Grand Forks
2. Deeded Body Program extended teaching and marketing video for the UND School of Medicine and Health Sciences.
3. A series of 15 sec advertising spots for UND Online Education.
Student of the Month * in collaboration with UND Student Affairs
Day In the Life... * in collaboration with UND Athletics photos are hyperlinked in electronic version
in the Communities of ND
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
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Stay tuned for what’s next...
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you’re going to love it.
UNDMG • C/T: 615-483-9283 • timothy.debolt@UND.edu • lacey.erickson@UND.edu
Join Us! University of North Dakota Marketing Group Gustafson Hall, Rooms 201-202 3264 Campus Road, STOP 9021 Grand Forks, ND 58202-9021 C/T: 615-483-9283 timothy.debolt@UND.edu lacey.erickson@UND.edu