Marketing Assessment for Marquette Living Website by Kimberly Zawada

MARQUETTE LIVING

Three Years Ago... Student Media conducted a product line assessment to verify the merit, worth and significance of each of its media products.

Questions considered for each product included:

-Why do we have this product? -Does it meet the customer’s needs? -Is the product valued correctly? -Has the product been developed? -What is its educational merit?

We began an assessment, stating with its history.

ASSESSMENT

One product, the housing supplement, showed signs of tremendous potential. Student Media was convinced it was being under utilized as a true resource for students and landlords.

HISTORY RATINGS

Fall 2009

Housing supplement

Fall 2013

FALL 2012

FALL 2011

-Ads -Directory Fall 2013 -Map -Web link

-Ads -Directory Fall 2012 -Map -Web site

-Ads -Directory -Map Fall 2011

vy on Le Dr. D itute t s In earch e Res

1. Focus Group 2. Analytics from the web 3. Interviewed students 4. Researched other universities

Ipso sM

http://www.marquettetribune.org - http:/…

Home

Intr odu

docu

Unit ed

NA m DS-CTIONA L API s the PRO READ ques E T R OC tion s fo OL SHIP r the S –O Octo CTO URVE ber Y BER 201 1N 201 Jan 29, 2012 - Feb 28, 2012 RS 1 Do W 2/29/12 2:02 PM

This

men

King do

Tel:

t list

Standard Reporting

olleg

unity Comm Sur vey e t a t ork S rship New Y per Reade pa News 2010

Content Overview - Google Analytics

Marquette Tribune [DEFAULT]

ORI

King Fax: s Ho + 44use, (0) Kymber 20 le 8861y Road 5515 , Ha rrow , HA 1 1P T,

ADVANCED SEGMENTS

EXPORT

Custom Reporting

ctio

ADD TO DASHBOARD

Content Overview

+ 44

(0) 20

8861

uble elco Scree me to th n CA e Nat Befo PI q ionalBy: uesti Graph Compare Metric you re I as Rea onn rself k yo dersh aire and u abo . ip u you Top Surv r inte t reader ic In Language e y . rests. ship tere , I’d st Custom Variables like to a User Defined sk y ou a few Behavior ques tion Her New vs Returning s ab e is out a list Pages on this site were viewed a total of 35,945 times Frequency & Recency of to Pleas pics d QT Engagement cover when e tell m 35,945 Pageviews ed in e fo you Technology r eac n are ew h spap marquette student media read 30,722 Unique Pageviews I US ing one wh fall 2012 Browser & OS ers an new et NEWUALLY dm spap her yo 00:01:33 Avg. Time on Page agaz Network SPA R ers o u usu ines PER EAD O r ma al . SO 79.63% Bounce Rate SocialAnalytics Traffic Sources Overview - Google 2/29/12 R gazin ly read LOPMO 1 R M 2:01 or lo es. K A YES GAZ AT Engagement 2 ok at 58.75% % Exit T IN H this IS NO ES: TOP Action topic Make old version default | Old version | kimberlyrosado@gmail.com | Settings | My Account | Sign Out IC W  S P HEN Pages  C ORT http://www.marquettetribune.org - http:/… REA A Home Standard Reporting Custom Reporting Marquette Tribune [DEFAULT]Mobile DMedia  F RS/M IN This year, Marquette Student G Advertising will be taking our OOD OTO Visitors bi-annual Housing Supplement to the next level. Learn the three Visitors Flow R ADVANCED SEGMENTS ADD TO DASHBOARD Overvie  H EXPORT A IN w - Goo O different ways to integrate into what students see as one of the highest ME ND DR G  Ggle Ana s INK 28, 2012 authorities when it comes to off-campus Marquette University housing. Traffic Sources Overview A lyticID ADVERTISING EA2012 29,  F RDJan S - Feb 100.00% of total visits ASH ENING , DIY AdWords Site Content Pageviews % Pageviews Page AUDIENCE FIL ION/C M Overview Page 1. / 6,309 17.55% Campaigns Overview Marque CLA AND LOTHE tte Adv VID Demographics S Graph By: sing [DE SS 2.ertiR/sections/news/ Page Title 1,045 2.91% Keywords Make OCKFA…ICAL HomEO old vers ion defa MU e Location /PO 3. /sections/sports/ 871 2.42% Matched Search Queries ult | Old 2/29/1 Site Search SIC Standard Reporti P/D version 2 2:07 | kimberl ADV PM ng AANC Language NEDCSEG yros Search Term 4. /2011/10/25/news/drunkorexia-no-eating-m Custom Day Parts MENTS TRADITIONALado@gmail.co BRANDED 674 Rep 1.88% EM orting ore-drinking-bg1-me2-td3/ m | Sett EXPORT AUDIENC ADVERTISING Visito ings |CONTENT E Custom Variables ADD TO My Acc rs Ov USIC Events Destination URLs DAS oun Ove Overview

Overview

Demographics Location

C Siena

100.00% of total pageviews

AUDIENCE

HOUSING

SUPPLEMENT

w.marque

tteadverti

Placements

TRAFFIC SOURCES

Engagement

Overview Sources

Browser & OS Network

Direct

30.30% Referral TrafficERTISING 6,399 Visits

TRAFFIC

17.93% Direct Traffic CON

Referrals

HBOARD

625

Ove

Social

ADV

All Traffic

Social

phics

rview 6. /2012/02/02/marquee/oscar-nomination-ana c:\us lysis/ ers\p ublic ocum 7. \d/sections/viewpoints/ ents\ this site proj ects\ 8. /2012/02/02/marquee/vinyl-resurgence/ 11 no Mobile vemb er 20 9. /2012/01/31/viewpoints/gamble-cool-ipad-h Visitors 51.75% Search Traffic 11\n Flow rs\up ow-many-people-died-making-it/ 10,928 Visits dates r

21,117 people visited

Frequency & Recency

erview /2012/02/21/news/greek-six-fraternities-on100.00% of total probation-through-fall-semester/ visits

Demogra Behavio

Technolo

TV Ads

Technology

Action

Event Category

Keyword Positions

New vs Returning

- h…

/2012/02/28/news/south-africa/

10.

SOURCE

144 pe

TENT

3,786 Visits

SIONS

ADVERTISING

rview Rep Compari ort ng Met rics Using the Inte ractive Table Common Report Controls Video: Add Adv anced Find You Segmen r Old Rep ts Interfac orts in the e New

AdWords

Help cen

Pages

Search Traffic

51.63%

ter Keyword

60.93%

help cent

er Go (not provided)

Keyword Matched Search Query

marquette tribune

Matched Search Queries

Source

drunkorexia

Day Parts

Referral Traffic

oscar nominations 2012 Demograph

Destination URLs

Source

Placements

Direct Traffic

Keyword Positions

Landing Page

TV Ads TRAFFIC SOURCES

the marquette tribune linsanity emma watson

scott walker

10.

Overview

e on Sit

/Territor

769

7.04%

320

2.93%

238

2.18%

Langua

1.51%

128

en-us

1.17% en

See back for pricing information.

92 3. 0.84% de

60 4. 0.55% en_

Operatin

g System

58 5.

Provide

Mobile

Service CONTENT

Screen

CONVERSIONS

view full report es-419

/analyt ics/

web/?p

digital tone to your % Visiwith students brand ts relate to. 78.60%

Advertising is all about creating a relationship between the brand and consumer. What better way than to weave your message into content that provides value. Whether it be tips, a quiz, game, puzzle or whatever else, branded content creates connections.

19.07% 0.93%

lytics Hom

port/vi

BRANDED CONTENT

1 We are the branch of student media responsible for creating and maintaining 0.47 % marketing plans for clients within our publications, as well as for establishing view full and maintaining Marquette Student Media / client relationships. repo

ion

gle | Ana

li=1#re

By:

0.47% %

Provide

2 Goo

Graph

marquette student media advertising department 1 0.47

g System

https://

www.g oogle.c om

169

Resolut

https://www.google.com/analytics/web/#report/trafficsources-overview/a558614w50546746p51160870/

Visits

0.53% en-g b

Operatin

Search Engine Optimization

DIGITAL DIRECTORY

New Vis 131 Visit itor s Traditional print ads Place your property 39.07% in The Marquette listings among The Ret urning 84 Visit s Vis Tribune’s Housing Marquette Tribune’s itor Supplement enjoy Facebook page, premiere placement. one of Marquette Students not Student Media’s only anticipate most popular the supplement, platforms. This but view it as an not only gets your authority on MU offproperties in front campus housing. of students, but also sets a modern,

1.56%

165

Browse

picasa zach buchheit Service

Metric

60.93%

Boun Visits ce Ra% Visits te 2,253 20.62% % New Visits

System

Sources

TRADITIONAL ADVERTISING

Avg. Tim

170

Country City

Compare

We are an agency partner

sit

marquette basketball

28, 20

DIGITAL DIRECTORY

Visits

Out

itors

geview

ics

Langua

5. 6. 7.

Metric:

- Feb

s-cap i_pro toco l_oc tobe WE WANT TO WORK WITH r_20 YOU TO CREATE A MEANINGFUL RELATIONSHIP 11 YOUR.do BRAND AND THE MU STUDENT BODY c Page 1 ofBETWEEN 2

ges/Vi

Keywords

1.10% 1.08%

, 2012

ique Vis

659 Pa 3.07 Pa

00:01:45

Campaigns

396 387

t | Sign

Jan 29

343 0.95% prot ocol view full report octo ber 20

s site

144 Un

tors Ove

Visitors Flow

api

its

The Visi

Mobile

ds-c

ited thi

215 Vis

4 Visits

nal

1.48% 1.32%

11\d

ople vis

CONVER

0.02% Campaigns

Help https://www.google.com/analytics/web/#report/content-overview/a558614w50546746p51160870/

\exter

1.74%

533 476

HS HROUG TORYTELL I NG GE T GA EN

rview

User Defined

sing.org

TUDENT AUDI OUR S ENC E ACH RE

http://ww

Behavior

Engagement

Metric: Pageviews

NRS

sitors-

e | Term

overvie

Page 1 of 2

w/a558

s of Ser

vice | Priv

614w50

acy Poli

545850

cy | Con

tact us

| Send

Feedba

p51163

215/

Page 1 of 1

8000

THE MISSING COMPONENT Our research revealed a missing component...editorial content. To be a true housing resource we needed to increase the informational value of the publication. We crafted a hybrid supplement that featured both relative content and advertisements. We used a high-gloss paper, making it appear more like a student-life magazine and less like a newspaper supplement.

MU HOUSING GUIDE

SPRING 2014 nt the

Confro

oom in thmeateR about...

r room

e the sam room at s know the bath ate you need your roomm can figure all u at all of the th e. Make sure ule, this way yo m when. m fro l va ed tim throo get appro not allow each other’s sch needs the ba everyday or sure to do owering spend o really leases , make out wh t mean not sh everyone can bedroom because some s. e gh om This mi how much tim landlord s than bedro it to bodie s time re lim s a me m. mo m co oo ea throo en it be than not, g Bedr re to tak e in the ba su y Pickin can arise wh en ke ma re n in an re oft pictur sizes ds Over urce of tensio orm Furnitu g your lease, e. Start to Tensions drooms. Mo be different inf on nin g Frien might so be gest to After sig ugh with every and where it the Havin can be a huge Make sure to large the big to pick s are going for to want Some ve a Parties apartment. walkthro ure you have ing needed bedroom one is going best closet. nt to ha sure to are wa ue or th le u nit iss e e yo ery every e fur hous re peop o, make friends ates if and ev e one with th t past this er th A giant list of en making su ure. This roomm er. Als th ur to ge aws. Anoth fit. wh one or furnit or left your of people ov the mess yo ber you al ways nts of can help es in or str n em and group who liv t, house equal amou is forgotte tradition w numbers nt to rem e noise e and ren person mind th g. It is importa in this spac ates’ bringing ensure nothing moving. is to dra to have the y the most kin living o mm least pa y of is e ma als e da n on ll th g om are tio ly ur wi lon ys dro op on yo roo the om pa after a gest be not the ul towards are behind the big smallest bedro not to leave ctf y , try e be respe incredibl to be s and th atever you do move in. n . ot ca e of g Sp gings u Parkin -site parking o be a sourc than belon rent. Wh til the day yo als on un subject. Having t, but it can want a spot e a Others be a sensitive th four decision up le vis ficant ien e wi to split conven If more peop ke sure to de one. Signi nt others can d to liv ople. One are g Rent nt ways ts n. ma nifica s agree Splittin many differe most popular vy tensio ailable, mine who ge who Sig ur roommate means four pe without av e are div ne mess deter termi lling If yo that usually there There are t. Two of th y equally or ard re of a cess to is to de wi re to ren pa ans mo n be an awkw s people paying mmates to size. Make su er fair pro y to do this o would be ate rson me ca aft roo wa extra pe rent. This if your roomm and st or wh for all bedroom nt to do this en One u tra it the mo ev sed on the ex bring up, so king to yo d or needs tra for it. it up ba how you wa drooms and to ien p tal m is ex be ne yfr y ic sto e mi roo pa bo th top e ter en to in of on de e or sudd live se. If the siz to set whether le all of a cally have a y. on seeing ning your lea ght be fair wh cti ssion Pets your doub mi sig you pra this might be House ving the discu make sure to before an the rest it can also ask d, als, if ha ions t, u th ich anim your girlfrien Before ve a house pe larger price for it. Yo any suggest see wh s r not to ha your lease to ember to ask rtain a highe if he/she ha th rem ce check wi owed. Also, allergic to have landlord ing rent. all is litt to any, are s if anyone not allowed about sp ate like the want u are droom people that oms roomm atures. If yo roommates dis g a Be cre Sharin ere are more ere are bedro this furry if some of your pet rock. a th th one- or just stick to around ing Often, t er than en e Morn ly figure ou togeth way to get bedroom. th e th a, liv in ide a to ick e throom will qu le. On people share those who The Ba ving in, you availab to have your tion for er mo issue is o a great op s for rent. If a Aft als y les to share pa es This is to cid de want friends group of

Tric

ns to ersatio k y c o nv

have w

ith you

#OffCampus Confessions

Students’ stories about living at Marquette

pg.14

INSIDER PICKS: Most forgotten housing items pg.7

Safeguard Your Home

Elephant

in the Room

Tricky conversations to have with your roommate

pg.22

Campus Quiz

Which dorm is right for you?

DPS Vacant House Watch Program pg.16

Love Where You Live

pg.19

MARKETING The next step was to market the supplement to the student body. A campaign was devolved and advertisements saturated the campus. Advertisements were placed..... -in The Marquette Tribune -40 newspaper stands -on the street -on The Wire -in the AMU .. 2014 es. BY May or -on campus TV m o ph ALL sophomores will be so f . evicted *o MU HOUSUINIDGE G

SPRING 2014

s #OffCampu ions Confessstorie s about Students’ ette living at Marqu

pg.14

S: INSIDER PICK tten Most forgo s housing item pg.7

Safeguarde Your Hom nt House DPS Vaca ram Watch Prog pg.16

Elephanmt

in the Roo

rsations Tricky conve to have with your roommate

pg.22

Campuizs Qu is

Which dorm right for you?

Yo u Liv e Lo ve Wh ere

pg.19

AVAILABLE NOW! Media Kit

PICK UP YOUR MU HOUSING GUIDE TODAY

BROUGHT TO YOU BY: MARQUETTE STUDENT MEDIA ADVERTISING

from their current residence

whe

idea to no going r

e hav y are t yea the ve nex e Fall li g Guid t acc sin stic is no Hou*This stati MU

, just urate

201

for fu

vert MAd

g is in

@MS

MU Housing Guide Fall 2013 @MSMAdvertising

After the launch we conducted another focus group.

We found students wanted more. Apartment unit photos Application and contract information Deadlines for leasing contracts Where to eat off-campus Who delivers food to Marquette Destinations in Milwaukee What to do in Milwaukee Bus routes Grocery stores Malls (rate them) Relevant and up-to-date information

NEW, ALL NEW

A new group, a new year, a new product. With so many new ideas it became evident that one print publication could not support all the suggestions of the focus group. It was decided, instead, to build a website that could work in tandem with the magazine.

mu housing fall 2014

MARIA LEAL EXECUTIVE DIRECTOR

UNRULY LANDLORD?

pg.7

start

renting

414.288.1739 MARIA.LEAL@MSMADS.ORG WWW.MSMADS.ORG housing guide

1131 W. WISCONSIN AVE., 026 MILWAUKEE, WI 53233

WE HAVE pg.11

WHAT YOU

NEED

This year we will launch Marquette Living. This website is a one-stop site for students living on Marquette’s campus. It was designed by students, for students. It is here to make your life simpler.

MARQUETTE

LIVING

FUNCTIONS three

PRIMARY FUNCTION

SECONDARY FUNCTION

THIRD FUNCTION

Primary function of the site will be housing. Features Include... Google Map Video Thumbnails Description Multi- views Favourites Agent contact

The secondary function is to serve as a one-stop for daily campus living.

The third function is to provide quick access to campus resources for students.

Dorm food Mu cash Food Delivery Travel Milwaukee Bus Routes Entertainment Discussion Boards Assess Website

Counseling MyJob EmpCenter Email D2L Roommates Classified Ads

MARKETING ADVERTISE WITH US. This is what we promise you when you advertise with us. Each year college students spend 40% of their income on discretionary items such as food, clothing and entertainment. This equal 212 billion dollars. At the Marquette Tribune we can help connect you to over 11,000 students, all with ONE

THE HOUSING SUPPLEMENT

From your friends at

THE HOUSING SUPPLEMENT

ADVERTISE WITH US. We know you want to. And here’s why...

This is what we promise you when you advertise with us. Each year college students spend 40% of their income on discretionary items such as food, clothing and entertainment. This equal 212 billion dollars. At the Marquette Tribune we can help connect you to over 11,000 students, all with ONE From your friends at

THE HOUSING SUPPLEMENT

ADVERTISE WITH US. We know you want to. And here’s why...

From your friends at

NEXT STEP During the fall, the Student Media Marketing team will prepare for the launch of the Marquette Living’s website and housing supplement. A team of four students will establish a campaign to saturate the Marquette campus. They will be more aggressive and have the added assistance of an adjust advisor (who worked as a CEO for a Fortune 500 company). RATES and CONTACT? An Account Executive will contact the week of August 18. You will receive postcards mid August with more information. The launch date of the website if late September.