HARVARD KENNEDY SCHOOL EXECUTIVE EDUCATION GLOBAL MARKETING CAMPAIGN RFP
Thinking forward
OUR TEAM We Are CDB We are an education collective, built specifically for your needs. The reality of today’s environment requires partners with unique skill sets and specific capabilities. Physically, we are headquartered in two markets: Cambridge, MA, and Richmond, VA. Separately, we are five small businesses. Combined, we are a team purpose-built to support HKSEE with a balance of industry-related experience, functional creative and measurable performance. We can demonstrate a competency and record of success to match any full-service shop. We are unique in our reach, with global experience in over thirty countries. In total, we are ten employees. A principal team of five will manage the workflow and HKSEE will have a single point of contact. The management of the account will take place in Richmond, VA – a short JetBlue flight from Cambridge. We offer a balance of experience between higher education and business, the latter as varied as industrial design, consumer goods, food and beverage and non-governmental organizations. Our combined experience includes a roster of over 100 colleges and universities in the United States. We’ve worked internationally with foreign governments, foreign universities, education agents, NGOs, and the Bureau of Education and Cultural Affairs of the United States Department of State.
OUR TEAM / THE PRINCIPAL TEAM IAN LITTLE Team Leader
BORIS CHURASHEV/ ANNA EIDELMAN
Founder, CDB Solutions
Creative Directors
JOSEPH HUMADI
CHRIS HULL
Event Production/
Development Lead
International Media Buying
SHAUN IRVING CRM/Analytics
OUR TEAM / THE PRINCIPAL TEAM IAN LITTLE Team Leader Founder, CDB Solutions
Owner of CDB Solutions, LLC. After leading the international recruitment efforts at Virginia Commonwealth University, he joined Hobsons. For two years, he worked as a member of the international team within the Higher Education division, supporting international product sales efforts and providing strategic plans for twenty institutions. He continues to develop international education strategies for his clients, seek internal operational efficiencies and improve their relationships with foreign governments. Prior to entering higher education, Ian was a legislative aide and political campaign manager in Virginia.
OUR TEAM / THE PRINCIPAL TEAM BORIS CHURASHEV/ ANNA EIDELMAN
Boris and Anna are the only all-Russian creative
Creative Directors
Virginia Museum of Fine Arts, SunTrust Bank, Alcoa,
team in the region, who use their talents to help clients like Capital One, Genworth, Anthem, Quiznos, University of Richmond, Virginia Commonwealth University and many others. This diversity of clients encourages them to balance creativity and precision. They are equally enthusiastic about branding, identity development, advertising campaigns, marketing materials, collateral, web design, standards manuals, annual reports and packaging. They like the challenge and it shows.
OUR TEAM / THE PRINCIPAL TEAM JOSEPH HUMADI Event Production/ International Media Buying
Joseph Humadi founded the U.S. Educational Group, which produces Al-Jamiat (an Arabic language magazine) and educational fairs throughout the Middle East, North Africa, Eurasia and Turkey. He is also one of the founders of the Washington International Education Council, which produces an embassy dialogue in Washington, D.C. once a year in January and advises international students. He has been involved in international education for 16 years. Mr. Humadi also runs the websites www.aljamiat.com, www.usegtours. com and www.washcouncil.org. He has produced programs in U.A.E., Jordan, Saudi Arabia, Oman, Bahrain, Egypt, Morocco, Tunisia, Kuwait, Lebanon, Turkey, Azerbaijan and Kazakhstan. He is also a member of the Middle East SIG and NAFSA.
OUR TEAM / THE PRINCIPAL TEAM CHRIS HULL Development Lead
Chris leads the creative direction of interactive design for HeliumStudio. Chris is passionate about helping companies use design to effectively communicate to their audience – whether that audience is internal or external. His work has been recognized by The Richmond Advertising Club, The Association of Alternative Weekly Newspapers (interactive design), The Virginia Press Association, and the American Institute of Graphic Arts. Chris has worked on projects from a wide array of industries – ranging from healthcare to transportation. His client experience includes the University of Virginia, First Market Bank, Reynold’s Metals, Anthem Blue Cross and Blue Shield, and Comfort Zone Camp, among others.
OUR TEAM / THE PRINCIPAL TEAM SHAUN IRVING CRM/Analytics
Shaun Irving has worked in higher education marketing for over a decade. During that time, he has done creative work for over forty colleges and universities (focusing primarily on admissions recruitment). As Founder of Orrio, he develops lead generation, cultivation and qualification programs for institutions of higher education. Irving is also the creator of the Engagement Index, Orrio’s patent-pending system for predictive modeling of prospective students.
CLIENT SERVICE / OUR PHILOSOPHY Extend your marketing team Assume responsibility for your business Champion insights, ideas and initiatives to propel your business forward WE’RE ALWAYS ALIGNED WITH YOUR GOALS, WHICH DIRECTLY TRANSLATES INTO STRONGER PERFORMANCE.
OUR TEAM / BROAD CAPABILITIES HIGHER-VALUE IDEAS FROM DIVERSE COLLABORATION
Strategy Analytics Translation Branding SEO Media Buying Creative Digital CRM Training Fairs Government Relations Pre Graphic Standards List Purchase Design Lead Design Conversion Rate Optimization Predictive Modeling Copywriting Social
OUR TEAM / WHAT MAKES US DIFFERENT? We are purpose-built for your requirements, with no waste or inflated overhead to support an agency full of people you don’t need. We offer demonstrated experience in the following areas:
On-the-ground recruitment experience in over 30 countries
Education exhibition production experience abroad
Media buying in foreign markets
In-house creative production capabilities in Arabic, Spanish, Portuguese, French, Russian and Mandarin Chinese
Analysis of operational efficiencies related to admissions
Training modules for admissions/marketing staff
Strong relationships with foreign governments in over fifteen markets
Proven experience in increasing international student enrollments across all Carnegie classifications and degree levels
Our team can design, create, produce and train – both domestically and internationally. We’ve recruited for universities abroad, produced events for universities globally, managed media campaigns domestically and internationally, and translated materials into the four most frequently used languages in the world.
OUR TEAM / HIGHER EDUCATION CLIENTS
Virginia Commonwealth University
University of Colorado-Boulder
Purdue University
University of Richmond
Hampden-Sydney College
Sample from over 100 colleges and universities
University of Arizona
OUR TEAM / PRIVATE SECTOR CLIENTS
OUR TEAM / FOCUSED ON RESULTS Highlights of our collective experience:
Developing the Engagement Index, a proprietary system for predictive modeling of prospective students. Used for Hampden-Sydney College in Virginia, it uncovered 1,968 high school seniors who were most likely to deposit (a finding that can be made as early as November of a student’s senior year – before many students have started an application). Though this audience comprised only 13% of the senior inquiry pool, they produced 51% of the eventual deposits for the class of 2012. The deposit rate was 15x greater than that of non-hotlist students. This tool allowed the college to focus additional efforts on converting engaged students during the yield process, helping them to build the second-largest freshmen class in the 237-year history of the institution.
Organizing and leading the international recruitment efforts at Virginia Commonwealth University. Doubling the university’s international enrollment in four academic years to 1,700 (as of Fall 2010). Work included web site design, design of promotional materials and representation of the university at events in over 25 countries.
Promoting, organizing, and producing education tours in over ten countries. Producing over 100 education exhibitions.
Assessment of international admission operations and on-campus training for 20 university clients and personnel in the past two years.
Generating over 5,000 student leads for Hobsons’ Virtual Fairs in the Middle East.
Developed and implemented an international recruitment strategy for CU-Boulder that produced a first-year increase of 25% in newly enrolled international students, resulting in an all-time high international student enrollment.
CASE STUDIES / Recruitment Campaign University of Richmond The typical students of University of Richmond’s School of Continuing Studies aren’t your classic co-eds. They’re mostly working adults who haven’t been in a classroom setting in a while – people who are juggling a full life while furthering their education. Our campaign reached out to that audience by showing adults in the midst of their daily lives – lives that are enriched by knowledge gained through Continuing Studies. The result: a brand image that makes U of R relatable and relevant to the curious adult.
CASE STUDIES / Product Promotions Alcoa Architecture is art, and Alcoa’s Building Products are a medium for creating it. So to showcase the company’s breakthroughs in aluminum structures and finishes for construction, we created a coffee table book featuring notable buildings from across the world. The book was distributed to architects and was supported by a global print ad campaign.
CASE STUDIES / Rebranding Performance Fibers This international manufacturer of polyester fiber products had trouble marketing their products with consistency and clarity. After a careful brand review and sales process audit, we recommended and implemented a move to structure the products based on identified markets and applications, and organized them into silos that were client-centric rather than based on internal processes. This rebranding and reorganization was done through all channels of communications, from their sales sheets and website to trade shows and advertising. Sales increased dramatically, and the sales team was empowered with a clear vision of their position in the marketplace.
product guides
consistent performance
CASE STUDIES / Digital Marketing Logistics Company Since 2007, we have consulted for a national logistics company. Our Search Engine Optimization and Pay-Per-Click advertising campaigns are focused heavily on lead generation. Our results include: Search Engine Optimization
Pay-Per-Click
+ Increased the volume of organic search engine traffic by 176%
+ Increased the volume of traffic from PPC campaigns by 172%
+ Increased the number of different keywords that generated organic traffic by 242%
+ Increased the number of conversions by 674%
+ Increased the number of conversions by 193%
+ Increased the Conversion Rate by over 185% + Decreased the Cost-Per-Conversion by 43%
CASE STUDIES / Digital Marketing Logistics Company (cont.) Addition Implementation Tactics + Analyzed the performance of legacy campaigns & sponsored listings to determine effectiveness and ROI. + Developed a system to track individual leads to identify the sources of each lead and determine the ROI of each traffic source. + Created a lead management dashboard for the client. + Implemented on-site changes and set up A/B split tests to improve the conversion rate of existing traffic on certain pages (ex: changing button text from “Submit” to “Get Quote Now” resulted in an increase of the conversion rate by 36.3%. See graphic below.)
CASE STUDIES / International Recruitment Package Virginia Commonwealth University Virginia Commonwealth University is the largest public university in the other Commonwealth. It attracts students from over 100 countries, including government employees (like members of the Turkish National Police). In search of a vehicle to provide useful content to prospective applicants, this piece (used in China) became the leave-behind at education exhibitions, universities, agents and embassies. The six-panel folder included a DVD/CD-ROM featuring a viewbook, application and video on the services of the Global Education Office.
CASE STUDIES / Response Tracking and Analysis Hampden-Sydney College Each year, we send out over half a million separate communications on behalf of the client – ranging from e-mails and direct mail to DVDs and premiums. We track response to each communication, enrich the response data with demographic profiles purchased through outside vendors, and combine it with first-source and other location information. We then use this to prioritize names in their inquiry pool, allowing the college's counselors to make more effective use of their recruiting time and budgets.
PROOF OF PURCHASE 2142-HSC bROTHERHOOD DVD
e men of Hampden-Sydney College are part of a ect brotherhood—sharing an educational experience like any other. This DVD features seven short films at tell their stories, and shows how H-SC prepares u for the challenges life after college.
SHAUN IRVING ’97 MARTIN MONTGOMERy ’97 SCOTT STRIMPLE AND DAURENT GRANGER HN ROMEO AND MARTIN MONTGOMERy ’97 MUSICby JEFF NEWKIRK TONy FOLEy PRODUCTION ASSISTANT JAMESON bROWN ’11
D y
W.HSC.EDU
DIRECTOR OF CINEMATOGRAPHy
ADDITIONAL FOOTAGE by NARRATION by
THE BROTHERHOOD OF HAMPDEN-SYDNEY COLLEGE ©2011 Hampden-Sydney College. All Rights Reserved. Package Design ©2011 Hampden-Sydney College. All Rights Reserved. Licensed for distribution in the United States and Canada. Distributed by Hampden-Sydney College Office of Admissions, P.O. Box 667, Hampden-Sydney, VA 23943-0667. WARNING: Federal law provides severe civil and criminal penalties for the unauthorized reproduction, distribution or exhibition of copyrighted motion picture videotapes, laser discs and DVDs. Criminal copyright infringement is investigated by the FBI and may constitute a felony with a maximum penalty of up to five years in prison and/or a $250,000.00 fine. Licensed for private home exhibition only. Any public performance, copying or other use without the express written permission of Hampden-Sydney College is strictly prohibited. All Rights Reserved. PRINTED IN USA
prod master: sales order: acct mgr: artist: bus. rel.: contact: ofa date:
THE BROTHERHOOD OF HAMPDEN-SYDNEY COLLEGE
SHORT THE OFFICE OF ADMISSIONS PRESENTS FILMS FEATURING THE MEN OF HAMPDEN-SyDNEy COLLEGE “UbUNTU” WITH DR. CHRISTOPHER HOWARD DREW PREHMUS ’08 KEN SIMON ’11 DR. ALEX WERTH DEAN ANITA GARLAND MICHAEL GOAD ’13 IAN GILES ’12 “THE GAME” WITH THE HAMPDEN-SyDNEy TIGER FOOTbALL TEAM “GOALS” WITH LOREN HUbbARD ’13 “RELENTLESS” WITH TURNER KING ’10 COACH DEE VICK HAKEEM CROOM ’10 “PERSISTENCE” WITH JAMES KENNEDy ’10 CO-WRITTENby MATTHEW bALLANCE ’12 “HOOKED” WITH CHARLIE PARRISH ’12 ALLEN LUCK ’12 “bLUE bLAZER” WITH SCOTT JEFFERSON ’10
THE
BROTHERHOOD OF HAMPDEN-SYDNEY COLLEGE
February 29, 2012
Mr. Dean Patrick and Family 23517 3rd Ave SE Bothell, WA 98021-8708 It’s still a few more years before Dean heads off to school, but I’m sure he (and you) have many questions about the college admissions process. You both might be wondering: “What classes should I take in high school?” “What type of college is best for me?” “What do admissions counselors look for in high school students?” “How can I afford to pay for my son’s education?” Hampden-Sydney College wants to help you find those answers. That’s why we’re inviting you to attend JumpStart Day: a special free event on April 21, 2012, for the families of high school sophomores. At this event, you and Dean will get a sense of what you can be doing now to prepare for your son’s college search. JumpStart Day is a jam-packed and informative morning of workshops, discussions and campus tours. You’ll hear from Christina Couch, a nationally-renowned financial aid expert and the author of Virginia Colleges 101 (she’s been a contributor to over 30 college guides and has written more than 250 articles on financial aid and college planning). You’ll meet some of our staff, students and professors who will be there to answer your questions. You’ll tour our historic 1,340-acre campus, enjoy lunch in the dining hall, and learn what it’s like to be a Hampden-Sydney man. We’ve even got a free gift set aside for Dean: his own H-SC baseball cap! To reserve your spot at JumpStart Day, just return the enclosed Reservation Reply Card. You can also reply online at www.JumpStartDay.org. Do reply today, since space is limited. Sincerely yours, Anita H. Garland Dean of Admissions P.S.
It’s never too early to start thinking about Dean’s plans for college. Join us at JumpStart Day on April 21, 2012, and we’ll tell you all you need to know to get off to a great start. Reply now, by mail or online, to reserve your spot!
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ROTHERHOOD F HAMPDEN-SYDNEY COLLEGE
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INITIAL OBSERVATIONS Harvard Kennedy School Executive Education delivers programs that empower the lives of those with the ability to make life better for others. Led by respected, accomplished faculty, these programs are critical when federal, state and municipal budgets across the world are shrinking and trust in public officials has eroded. Now is not a time for isolation or disconnect. It is a time for sharing, assisting and collective growth. HKSEE has chosen to conduct this review because it is not satisfied with inertia. Based on conversations with HKSEE staff, a review of the RFP, a content review of web-based materials and conversations with past partners, these five insights stand apart as key discussion areas: 1. Over thirty individual courses are driving your strategy rather than an overarching brand mission. Can we flip this equation? 2. 42% of your participants are self-described federal employees. The next highest group (22%) are sponsored by NGOs. Have you considered testing messages to improve the diversity among participant backgrounds? 3. Eroding growth rates provide an opportunity for new market exploration. 4. Over the past four years, your top twenty international markets represent only 25% of the international population. There is an opportunity to leverage your global brand to create larger applicant pools in specific foreign markets. 5. In a decentralized academic environment, HKSEE should benefit from a system based on maximizing brand strengths, improving operational efficiencies and measuring efforts of outreach.
THE NEXT SECTION PROVIDES AN OVERVIEW OF THE PROCESS WE WOULD IMPLEMENT TO DETERMINE THESE SOLUTIONS, TOGETHER.
PROCESS & TIMING 1.
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Discovery
Strategic Planning
Creative Development
Execution
Deployment
Measurement
5-6 weeks
6-8 weeks
14-16 weeks
8-9 weeks
PROCESS & TIMING 1.
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Discovery
Strategic Planning
Creative Development
Execution
Deployment
Measurement
5-6 weeks
6-8 weeks
14-16 weeks
8-9 weeks
Brand audit (marketing materials, ksgexecprogram.harvard.edu, in-language pages, ancillary sites, competitive sites) Stakeholder interviews User inquiry and analysis (interviews, focus groups, surveys) Prospective target audience analysis Review analytics and metrics Content inventory Audit existing technology • Analysis findings
PROCESS & TIMING 1.
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Discovery
Strategic Planning
Creative Development
Execution
Deployment
Measurement
5-6 weeks
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Qualitative analysis and audit Summary writeup of each property surveyed Gap analysis
PROCESS & TIMING 1.
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Discovery
Strategic Planning
Creative Development
Execution
Deployment
Measurement
5-6 weeks
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14-16 weeks
8-9 weeks
Strategy and tactics recommendation › Content strategy and management plan › Creative strategy, KPIs, personas › Tracking and tagging › Tactics Digital experience strategy and tactics including architecture
PROCESS & TIMING 1.
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Discovery
Strategic Planning
Creative Development
Execution
Deployment
Measurement
5-6 weeks
6-8 weeks
14-16 weeks
8-9 weeks
Creative exploration › Brand positioning › Brand look and voice Creative development › With brand creative approved, look/feel will be tested on select sample pieces Content development (as necessary) › New editorial copy development and copy editing of existing content › Creative conceptual directions for new multimedia and interactive elements Digital experience creative › Templates, prototyping, wireframes Testing throughout
PROCESS & TIMING 1.
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Discovery
Strategic Planning
Creative Development
Execution
Deployment
Measurement
5-6 weeks
6-8 weeks
14-16 weeks
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Development and design production of all elements defined in Strategy and Tactics based on the approved Creative (print, digital, environmental, etc. ) Hand off documents and templates Meeting between CDB’s team and HKSEE’s team
PROCESS & TIMING 1.
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Discovery
Strategic Planning
Creative Development
Execution
Deployment
Measurement
5-6 weeks
6-8 weeks
14-16 weeks
8-9 weeks
Deployment of the new marketing materials and media buys › List purchases › Printing › Print media placement › Web deployment › Digital media placement › E-communications Participation in analytics and media implementation and testing
PROCESS & TIMING 1.
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Discovery
Strategic Planning
Creative Development
Execution
Deployment
Measurement
5-6 weeks
6-8 weeks
14-16 weeks
8-9 weeks
Analytics engagement at various stages throughout the process › A/B split testing › Response tracking › Desktop portal › Predictive modeling and codifying application materials › Outreach Collaboration with analytics team at HKSEE post-implementation for ongoing performance optimization
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Set Goals
De fi
ne g rate St ies
360°
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D e s ig n P
Evaluate and O pt im
MEASUREMENT / A 360° APPROACH
s ram
De
ploy P r o g ra
WE ARE COMFORTABLE WORKING WITHIN YOUR ALLOCATIONS
Phase 1 / Research, Planning and Strategy
$50,000
Phase 1 / Creative, Analytics and Pilot Campaign
$100,000
Phase 2 / Creative, Account Management and Analytics
$125,000
Phase 2 / Paid Media Phase 2 / Lead Generation Campaign and Production Total Project Cost
$250,000 $125,000 $650,000
THANK YOU CONTACT INFORMATION: IAN LITTLE www.WeAreCDB.com
[email protected] +1.804.402.8786 Thinking forward
