Join Nina Hoy [University of Minnesota, Carlson School of Management] and Joel Pykonnen [FRWD] to discuss the pillars to a successful partnership.

1. ​Jeff Weiner
​Chief Executive Officer
​Joel Pykkonen
​Director, Momentum
​FRWD
​Nina Hoy
​Digital Media & Content Strategist
University of Minnesota, Carlson
School of Management
#EDUCONNECT17
CASE STUDY
Keys to a Successful
Agency-School Partnership

2. #EDUCONNECT17
Agenda
Introductions
An agency partner vs. vendor
The pillars to a successful partnership
The student journey
Full-funnel view
Developing a partnership tomorrow

3. #EDUCONNECT17
Who We Are
The Carlson School of Management exemplifies a
commitment to excellence through a focus on
experiential learning and international education,
and by maintaining strong ties to the extraordinary
Minneapolis/St. Paul business community.
Carlson School of Management FRWD
FOUNDED IN 2009 with the belief that the
client/agency model needed fundamental
change
“The pace of change outside of McDonald’s has
become faster than perhaps the pace of change
internally,”
-McDonald’s President, Mike Andres

4. #EDUCONNECT17
An Agency Partner vs. Vendor
• Become engrained in the business
• Challenge the norm
• Constant ideation for growth
• Educate and develop cross-functional teams
• Transparency in numbers
• Ownership of performance
Partner Vendor
• Order taking
• Task oriented
• Product/Service driven
• Cookie cutter approach
• Replaceable/commoditized

5. #EDUCONNECT17
Pillars to a Successful Partnership
• Access to data
• Fee/cost clarity
• Teams and roles
• Strategy and plan
Transparency Communication Integration Accountability
• Alignment of broader
objectives
• Coordinated approach
• Weekly communication
• In-person meetings
• Ad stack ownership
• Capability and
knowledge transfer
• Break down silos across
the org.
• Freedom to test and
react
• Tied to long-term effects
• Regular spend audits
• Celebrate success and
failure

6. The Student Journey
#EDUCONNECT17

7. #EDUCONNECT17
Awareness ???
How Many Marketers View the Path to Application
Awareness
Information
Request
Event
Attendance
Student
Application
How We View the Path to Application

8. #EDUCONNECT17
“The student journey is not a linear path. Marketers must
provide the content prospects need at their point in the
decision making process to be successful.”

9. #EDUCONNECT17
Admitted Student
App Start
Event
Attendance
Info
Request
Connecting the journey
Awareness
• CPC
• Social
• Programmatic
Display
• Trade Orgs
• OOH

10. #EDUCONNECT17
Admitted Student
App Start
Event
Attendance
Info
Request
Connecting the Journey: Awareness
Awareness
• CPC
• Social
• Programmatic
Display
• Trade Orgs
• OOH
• Why an MBA?
• Industry news
• Alumni success stories
Awareness

11. #EDUCONNECT17
• CPC
• Social
• Programmatic
Display
• Trade Orgs
• OOH
Admitted Student
App Start
Event
Attendance
Info
Request
Connecting the Journey: Consideration
Awareness
• Why an MBA?
• Industry news
• Alumni success stories
Awareness
• School rankings
• Program USP
• Faculty rankings
• Alumni success stories
Consideration
• Display
• Social
• Email
• Phone
Remarketing

12. #EDUCONNECT17
• CPC
• Social
• Programmatic
Display
• Trade Orgs
• OOH
Admitted Student
App Start
Event
Attendance
Info
Request
Connecting the Journey: Capture
Awareness
• Why an MBA?
• Industry news
• Alumni success stories
Awareness
• School rankings
• Program USP
• Faculty rankings
• Alumni success stories
Consideration
• Career advisement
• School rankings
• Program USP
• Classroom environment
Capture
• Display
• Social
• Email
• Phone
Remarketing

13. #EDUCONNECT17
Example of Audience Segmentation
“I feel like the best
opportunity for me to
advance my career is
to earn my MBA. The
school I choose should
prepare me to be a
leader.”
Undergraduate Degree: Business
Current Industry: Retail
Current Job: Marketing
Age: 27
Location: Metropolitan area
Program Interests: FT MBA
About Calvin
Competent, but not at the leading edge
Very connected with mobile
Active on social media, but mostly for
connecting with friends/family
Heavily researches his decisions,
especially with education/career
Media Consumption
Awareness
+

14. #EDUCONNECT17
Example of Audience Segmentation
“I feel like the best
opportunity for me to
advance my career is
to earn my MBA. The
school I choose should
prepare me to be a
leader.”
6 months into his journey and has
identified 3 possible schools.
Considering 1-2 different programs
and is concerned about how school
will affect his work/life balance.
Calvin’s Journey
Information Request
+

15. #EDUCONNECT17
Example of Audience Segmentation
Event Attendance
+
“I feel like the best
opportunity for me to
advance my career is
to earn my MBA. The
school I choose should
prepare me to be a
leader.”
12 months into his journey and is
motivated by the thought of
career/financial advancement.
Heavily searching for information
about schools on his shortlist and
beginning to consider how cost will
impact him.
Calvin’s Journey

16. #EDUCONNECT17
Example of Audience Segmentation
Application Start
+
“I feel like the best
opportunity for me to
advance my career is
to earn my MBA. The
school I choose should
prepare me to be a
leader.”
18 months into his journey and seeking
feedback from family and peers.
Determining which school and program
is best for his needs. Feeling anxiety
over the application process and
being accepted.
Calvin’s Journey

17. #EDUCONNECT17
Develop a Partnership Tomorrow
1. Ask difficult questions that matter
2. Involve key leaders in big picture
planning
3. Meet in-person, regularly
4. Dream together
5. Celebrate success & failure

18. #EDUCONNECT17
+