Digital Marketing
Per the Digital Marketing Institute, the definition of digital marketing is the use of digital media technology to achieve marketing goals. This typically happens online or within apps, and it involves using computers, mobile devices, tablets, and other digital devices. It can also include digital billboards, podcasts, and digital experiences.
UMC assists in creating digital content, consulting on digital plans, and using various digital media to help the University uphold its values, brand, and strategic goals.
Digital Advertising
Many social media sites offer paid advertising opportunities to help businesses, nonprofits, and other institutions increase the reach of their message.
As per University policy, UMC strives to coordinate all advertising to ensure consistency and accuracy of messages, maximization of institutional brand awareness, and cost-effectiveness to the University.
Getting started
UMC offers assistance to units that want to create digital ads and to run them through flagship channels or their own pages. Review the checklist below and email Rachel Kobus (rkobus@IllinoisState.edu) to get started.
What is needed for a campaign
- A landing page (something that matches the call-to-action (CTA) of your ad, not just a homepage)
- A budget (consider your timeframe, the platform, and what you’re willing to pay per click)
- Timeframe (the length the campaign should run will help determine platforms and budget)
- A defined objective and CTA (what are you looking for from this ad, and what’s the directive)
- The audience (who you want to target, such as geo location, interests, customized list)
- Platforms to use
- Content/Messaging (keep it specific to your objective and your CTA)
- Assets (images, graphics, videos)
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Phase 1: Hold meeting to set goals, call to actions, timelines, and ideal outcomes |
45 days or more (depending on assets needed) before launching campaign |
Determine if you need new photos, videos, or graphics. Work with a UMC project manager to coordinate this. |
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Phase 2: Submit creative assets, landing page, audience list (if available), and campaign duration |
25 days or more before launching campaign |
Approve all creatives to use, gather an audience data list, determine if A/B testing is needed, coordinate where creatives will be placed |
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Phase 3: Building campaign |
15 days before live campaign |
Digital marketing builds campaign, shows samples to client |
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Phase 4: Live campaign |
Start and end date of campaign |
Digital marketing watches ad performance and adjusts if needed. |
Any unit looking to schedule paid advertising on social media without UMC assistance should first submit a draft of the ad copy and visuals to UMC (UniversityMarketing@IllinoisState.edu) for approval. Enroll in Facebook’s free Blueprint course to learn more about advertising on Facebook and Instagram.
Email Marketing
Email marketing is another digital marketing service offered by UMC to help reach and engage external audiences. Emails can be tailored by demographics, location, affinity groups, and key interests. Consider emails to promote upcoming events, communicate departmental updates, drive registrations, or share stories through an e-newsletter.
Email requests must be made at least 12 days before the delivery date. Submit your email requests.
To request an email to internal audiences (students, faculty, and/or staff), create a submission through Technology Solutions.
Podcasts
The University's official podcast, Redbird Buzz, is housed in University Marketing and Communications. The podcast highlights unique stories of alumni, faculty, and staff and also covers University updates. Redbird Buzz is available on Spotify, Apple Podcasts, and Amazon Music. Transcripts of each episode are available online at UniversityMarketing.IllinoisState.edu/Podcast.
Send episode guests and topic ideas to Rachel Kobus at rkobus@IllinoisState.edu. UMC also provides consultation for campus partners interested in launching or managing a podcast. It is advised to reach out to UMC before a launch to review best practices and branding.