Alumni success key at Manukau Institute of Technology

Manukau Institute of Technology (MIT) is loved by its Alumni, with research indicating incredibly strong net promoter scores for quality and value and a high probability of referral to family and friends.  MIT is committed to the success and ongoing education of its Alumni with the concept of education for life.

To test the research and responsiveness of this engaged base a simple campaign focused on the fact that “the better educated you are the more you will earn” was developed.  A tightly measured mix of DM / EDM enticed Alumni to get in touch and consider studying at MIT again.  A simple landing page featuring Alumni stories was created and Alumni were drawn to the page with a chance to win a Microsoft Surface – the perfect device to keep you connected.

Response to the communication was extremely positive with Alumni opting-in and enrolling in a range of courses from Diplomas to Degree to Graduate Diplomas.

As well as delivering a very strong ROI,  MIT was also able to find out more about its Alumni, their careers and future aspirations.

Citizen loves working with MIT – a place where everyone is welcome and education is for all.

Content is King but is video the King of content?

Video Content is King

Content is ‘King’ but is video the ‘King’ of content?  Here at Citizen we agree video is the most engaging form of content and it’s logical that the more engaged an audience the more likely they are to take action.  For something to be engaging it needs to be relevant and offer its viewers something of value – information, advice or knowledge.

And of course to be able to do all of that it needs to be seen, so the distribution strategy is vitally important.  After all what’s the point of those beautiful, innovative, cutting edge videos that speak volumes abut your brand never seeing the light of day, languishing in the darkest depths of YouTube with a total of 57 views?!

Recent research from the US tells us that video certainly is King.  Here are some very ‘royal’ statistics that prove a video led content strategy is an incredibly powerful tool.

 Including video in an email leads to 200-300% increase in click through.  Combining video with full page ads boosts engagement by 22%. And after watching a video, 64% of users are more likely to buy a product online.  Plus 50% of executives look for more information after seeing a product or service featured in a video.

 

Source: www.hyperfinemedia.co.uk

Closing the loop

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Content and content marketing – it’s the new buzz but what is it exactly?  At Citizen we approach content marketing as creating, curating and distributing valuable content to a very specific audience.

The key idea here is that there is an exchange of something of value, differing to pure advertising which often interrupts and is from a brand’s perspective not that of the consumer or customer.

With this customer centric approach – giving someone something that they value or enjoy we believe that they become switched on not off, they become engaged, interested and act positively.

And when you think about value that’s different for so many people and different groups of people, which is why the specificity is so important.

We’ve developed an offering where almost anything can happen in your content – engage, shop,  share, dive deeper, sign up, feedback and even better still we can measure and report back on exactly what happened.

It’s all about closing the loop and staying connected.