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					smart   n   enriching             n   media
    online promotion project

          NSDL Annual Meeting
        Advancing NSDL Networks
            November 8, 2007
agenda


  n   Opportunity - Lowenstein grant
  n   Types of online marketing and
      promotion
  n   Overview and results
leon lowenstein foundation grant


    n   $30k, 12 months
    n   pilot/evaluate various Internet marketing
        strategies
    n   measure any changes in TD teacher
        registration, user demographics
    n   measure any changes in referrals, web
        links, and usage patterns
    n   track conversions to pd customer
lowenstein timeline Nov 06-07

     n   Q1 activities
     n   research, create 1st online PR message, track results, adjust

     n   Q2 activities
     n   create 2nd online PR message, create affinity campaign,
         begin execution, track results, adjust

     n   Q3 activities
     n   create 3rd online PR message, continue affinity campaign,
         track results, adjust

     n   Q4 activities
     n   create 4th online PR message, continue affinity campaign, track
         results, adjust, evaluate 12 month results, plan for next year
lowenstein deliverables


      n   online marketing/promotional
          messages
      n   online cross-promotions/linkages
      n   TD e-newsletters
lowenstein results


      n   increased registrations
      n   above industry average click-thru
          rates
      n   increase in linkages, „blog listings
      n   increased referral rates
      n   higher stickiness/usage
      n   higher conversion rates to pd
          customer (difficult to measure at this
          time)
press release


      n   central location for release to live
      n   distribution methods
           – syndicated traditional, online
           – press/promotional offices/depts
           – free online
           – lists
press release




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cross-promotion/cross-linking


      n   provides broad audience/range of
          access pts
      n   correlates sites to press release,
          reference
      n   enhances search engine optimization
      n   offers internal/external linking
          opportunities
search engine optimization example
tagging examples

 n   technorati - user
     generated blogs
                                   QuickTime™ and a
 n   stumbleupon -             TIFF (LZW) decompressor
                            are neede d to see this picture.

     webpage tracking
     toolbar
 n   del.icio.us - social
     bookmarks mgr
 n   reddit - user
     generated news
     links
 n   digg - user
     rankings/recommen
     dations
td e-mail


      n   go directly to selected targets
      n   paid data lists/execute/track
          (MDR, QED…)
      n   html e-mail, similar to press
          release
            – more functional
            – link to actual resources/services/products
            – tracking urls
td e-mail marketing example




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td e-mail marketing results




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paid online advertising

 n   „blog ads
 n   banner ads
 n   online
     publications
     (e-
     SchoolNews,
     ASCD
     SmartBrief…)
google adwords


     n   keywords used for search
     n   allow for tracking of click-thru
         performance, impressions
     n   helps optimize search
     n   drives new user traffic to site
     n   can be costly over time
google adwords report




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                  TIFF (LZW) decompressor
               are needed to see this picture.
online newsletter

  objectives
       n   communicate directly w/ users
       n   reactivate dormant users
       n   attract new users w/ forward
       n   expand cross-promotion efforts
       n   launch premium offers/contests
       n   solicit feedback on
           content/product/services
       n   suggest new usages
       n   track performance of commercial
           services
Vertical Response (td newsletter)
Vertical Response (report)

  Campaign Name:                  TD News 09_07
  Mail Date:                       Oct 1, 2007 3:52PM EDT
  Reply-to Address:               td_contact@wgbh.org
  Size of Mailing:                39664

  Opened:                         7193
  Opened %:                       18.13
  Clicked:                        9124
  Clicked %:                      23
  Forwards:                       28
  Forward %:                      0.07


  Click Text                        URL                      Clickthrough %       Clicks
  Teachers' Domain                  http://www.teachersdomain.org7.17%              2846
                                                                    2.74%           1085
  Animal and Plant C ell Diagrams http://www.teachersdomain.org/resources/tdc02/sci/life/cell/animplant
  What Is a Planet?                                                 1.59%             630
                                    http://www.teachersdomain.org/resources/hew06/sci/ess/eiu/planetdefine/index.html
  Rock Cycle Animation                                              1.53%             605
                                    http://www.teachersdomain.org/resources/ess05/sci/ess/earthsys/rockcycle
  Mitosis vs. Meiosis Interactive                                   1.28%             506
                                    http://www.teachersdomain.org/resources/tdc02/sci/life/gen/mitosis
  Interactive Periodic Table                                        1.26%             498
                                    http://www.teachersdomain.org/resources/phy03/sci/phys/matter/ptable
  Living vs. Nonliving                                              0.95%             376
                                    http://www.teachersdomain.org/resources/tdc02/sci/life/colt/lp_living
  Plate Tectonics Activity                                          0.94%             371
                                    http://www.teachersdomain.org/resources/ess05/sci/ess/earthsys/tectonic
  Single-Celled Organisms Video                                     0.81%             323
                                    http://www.teachersdomain.org/resources/tdc02/sci/life/stru/singlecell
                                    Work                            0.51%             204
  Windmills: Putting Wind Energy to http://www.teachersdomain.org/resources/phy03/sci/engin/design/lp_windmill
  Plate Tectonics                                                   0.45%             177
                                    http://www.teachersdomain.org/resources/ess05/sci/ess/earthsys/lp_platetectonics
  Biomes                                                            0.43%             170
                                    http://www.teachersdomain.org/resources/tdc02/sci/life/eco/lp_biomes
  Plant Life Cycles                                                 0.42%             165
                                    http://www.teachersdomain.org/resources/tdc02/sci/life/colt/lp_plantcycle
  Tell A Friend                                                     0.40%             160
                                    http://www.teachersdomain.org/courseinfo/share.html
  The C irculatory System                                           0.36%             142
                                    http://www.teachersdomain.org/resources/tdc02/sci/life/stru/lp_circula
  PBS TeacherLine                                                   0.36%             143
                                    http://teacherline.pbs.org/teacherline/modules/tlcatalog.cfm
  Shop.wgbh.org                                                     0.22%
                                    http://shop.wgbh.org/?refcode=WEBTD                87
  netTrekker                        http://www.nettrekker.com/      0.21%              81
  WeAreTeachers                     http://www.weareteachers.com 0.20%                 79
  NSDL                              http://www.nsdl.org             0.15%              58
  TDPD Online Brochure                                              0.09%
                                    http://www.teachersdomain.org/courseinfo           35
  Contact Us!                                                       0.09%              34
                                    http://www.teachersdomain.org/cgi-registry/contact.cgi
  Shop: What is a Planet?                                           0.08%              32
                                    http://shop.wgbh.org/product/show/28136?refcode=WEBTD
  course tour                                                       0.04%              15
                                    http://www.teachersdomain.org/courseinfo/tour/index.html
  Shop: Evolution                                                   0.03%              10
                                    http://shop.wgbh.org/category/show/1071?refcode=WEBTD
  Shop: The Elegant Universe                                        0.02%
                                    http://shop.wgbh.org/product/show/8651?refcode=WEBTD6
  WGBH.org                          http://www.wgbh.org             0.01%               3
  Shop: Einstein's Big Idea                                         0.01%
                                    http://shop.wgbh.org/product/show/9241?refcode=WEBTD5
  Shop: Building Big                                                0.01%               4
                                    http://shop.wgbh.org/category/show/1041?refcode=WEBTD
registration

                             Cumulative Registration
           500,000
           450,000
           400,000
           350,000
  Number




           300,000
           250,000
           200,000
           150,000
           100,000
            50,000
                 0
                  Jun- Dec- Jun- Dec- Jun- Dec- Jun- Dec- Jun- Dec- Jun- Dec-
                 2002 2002 2003 2003 2004 2004 2005 2005 2006 2006 2007 2007
                                                Month
                                Registrations   Test Drives   Combined
stickiness

                                           Frequency of User Logins

                     80%

                     70%

                     60%
 % of Distribution




                                                                                     1x
                     50%
                                                                                     2-5x
                     40%                                                             > 5x

                     30%                                                             P o ly. (1x )
                                                                                     P o ly. (2-5x )
                     20%

                     10%

                     0%
                       Jun- Dec- Jun- Dec- Jun- Dec- Jun- Dec- Jun- Dec- Jun- Dec-
                        02   02   03   03   04   04   05   05   06   06   07   07
                                                 Month
referrals


              Referral Sources by % Sept 2006-Sept 2007



            19%



                                                          Searc h E ngines
                                                          O ther Web Sites
                                                          T yped/Bookmark ed
     21%                                      60%
referrals
                                                               Distribution of Referrers

                 90%
                                               Referral Sources by % Sept 2006-Sept 2007
                 80%


                 70%
                                          19%

                 60%
                                                                                                                        Searc h E ngines
% of Referrals




                 50%                                                                                                    O ther Web Sites
                                                                                                                        T yped/Bookmark ed
                 40%      21%                                                                       60%

                 30%


                 20%


                 10%


                 0%
                  36795   36885      36975     37065   37155     37245      37335      37425    37515      37605    37695     37785      37875   37965
                                                                                 Month

                                  Search Engines   Typed/Bookmarked      Other Web Sites   Poly. (Search Engines)   Poly. (Typed/Bookmarked)
teachers‟ domain/lowenstein


      n   combination of approaches
      n   $30k plus leveraged other programs
          (NOVA, Design Squad)
      n   Impact
          – many venues for brand awareness
          – reinforce brand quality, reliability
          – strategic rather than “shotgun”
          – long-term, cumulative, not immediate

				
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