S tudy Greg Jarboe SEOPR Dec 15 2015 SEOPR and Rutgers CMD published five case studies on PR measurement from 20102012 2010 Rutgers Center for Management Development CMD case study ID: 513471
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Slide1
Rutgers Business School Executive Education Case Study
Greg Jarboe
SEO-PR
Dec. 15, 2015Slide2
SEO-PR and Rutgers CMD published five case studies on PR measurement from 2010-2012
2010 Rutgers
Center for Management Development (CMD)
case study
:
An optimized press release and blog
post
generated
116.9%
more landing page views than
an un-optimized
press
release and online newspaper article.
2011 Rutgers CMD case studies:
Distributing
press releases
on
Thursdays
generated more release views and link clicks than
distributing them on other weekdays.
Optimizing and distributing 10 releases cost
$23,230
and generated
$198,870
in incremental revenue from
52 registrations, providing a ROMI of 8.6X in 90
days.
2012 Rutgers CMD case studies:
Cutting the PR budget “saved”
$21,000
, but cost
more than
$225,000
in lost revenue in 90 days.
Press release with a photo got
20%
more views and
63%
more
link clicks
than an identical release without a
photo. (This
case study won an SNCR award
).Slide3
Rutgers CMD Mini-MBA courses are now in 2 separate executive education departmentsSlide4
Rutgers Business School Executive Education (RBSEE) is launching a new program in 2016
Rutgers Business School Executive Education
is launching
an
accelerated certificate program that will explore the impact of the Internet of Things (IoT) on the next generation of supply chain strategy.
The
Mini-MBA program on the Supply Chain in a Digitized Network
will be offered
June 13 to 17, 2016
at the Heldrich Hotel, located in New Brunswick, N.J
.
The
program, which costs $4,995, will
be led by a team of top industry experts and faculty from Rutgers Business School Supply Chain department and will present a new business model for Supply Chain in a Digitized Network
.Slide5
RBSEE distributed a press release with a video on Thursday, Oct. 8, 2015, via PR NewswireSlide6
SEO-PR used keyword research to see which relevant topics interest the public and press
Unoptimized press release
Keywords
: Rutgers (135,000), next generation (8,100), supply chain (14,800), supply chain strategy (390), supply chain strategy program (0)
Headline
: 8 words long
Subhead
: None
Body copy
: 527 words long
Links
: 6
Optimized press release
Keywords
: Internet of Things (49,500), supply chain (14,800), Rutgers Business School (4,400), executive education (1,000), Mini MBA (590), Mini MBA program (30)
Headline
: 18 words long
Subhead
: 24 words long
Body copy
: 699 words long
Links
: 5Slide7
We used the Google Analytics URL Builder to add parameters to URLs used in press release
You can use the
URL builder
for email, social media marketing, or PR campaigns.
When
users click one of the custom links, the unique parameters are sent to your Google Analytics account, so you can identify the URLs that are most effective in attracting users to your content
.
We recommend using the
Chrome browser
to use the URL builder form.
Fill in the form
and
click
GENERATE URL to create URLs for Custom Campaigns for website tracking.The form will return a URL you can then copy and paste into your press release links.Slide8
SEO-PR distributed a release with a video on Thursday, Oct. 22, 2015, via Business WireSlide9
Two hours after crossing wires, commercial newswire services
reported different results
PR Newswire distributed the unoptimized press release to
189
websites.
Business Wire distributed the optimized press release to
197
websites.
PR Newswire reported
151
release views.
Business Wire reported
886
release views,
146
multimedia views, and
29
link clicks.
PR Newswire reported
1
tweet about the release by a person with
924
followers.
Business Wire reported
19
tweets about the release, including ones by
@debraruh
with
111,000
followers,
@edaccessible
with
65,400
followers, and
@TheIoT
with
40,100
followers.Slide10
Public could find the optimized release in Google News and Google’s “In The News” boxSlide11
NUVI reports optimized release generated 144 conversations in social media from Oct. 21 to 28
Volume:
Conversation peaked
(36 mentions
) on Oct. 22
at 7
a.m. EDT.
Sentiment:
6% positive and <1% negative.
Influencers
:
Eduardo
Meza-Etienne
(score 81),
Debra
Ruh
(score 78), and
Internet of
Things
(score 64).
Location
: The
highest number of mentions originated from New Jersey,
California,
and Kansas.
Conversations
: 135
mentions
(94.4%) shared “supply chain”.Slide12
Press can find Business Wire’s video content from the optimized release on AP Video Hub
AP Video Hub is used by
350
of the
world’s
largest digital publishers, news portals, and
broadcasters in
100 countries
.
A
key advantage of the AP Video Hub is its
one-click
downloads direct to desktops
.
News
organizations no longer
need
the technical infrastructure to handle terrestrial and satellite feeds.
80%
of Video Hub clients use it on a daily basis and average user time for the platform is just under an hour
.Slide13
The optimized release has 5,172 total views, 1,588 multimedia views, and 108 link clicksSlide14
Supply Chain Matters blog ran a guest post with additional information from Gartner
New title includes
Internet
of Things
(49,500
) and
supply chain
(14,800
).
We added an additional
463
words to the content of the 699-word long press release, creating a blog post that is
1,162 words long
.
The additional content cites Gartner’s “What
Supply Chain Leaders Need to Know about Industrie 4.0
,” which was published Sept.
10,
2015.
Gartner approved the use of a quote and its research in two business days.Slide15
Dave Schatz of New Brunswick Today talked with program manager, Margaret O’Donnell
Schatz reported that Rutgers
Business School Executive Education
had announced
the launch of a $4,995 certificate program slated to explore the impact of the
“Internet
of Things (
IoT
)”
on the future of supply chain strategy in the business world
.
He interviewed a number of people for his story, including Margaret O’Donnell, the RBSEE program manager.
He included her phone number and email address in his story, but did not include links to the RBSEE website.Slide16
Susan Fourtané of EBN interviewed Glen Gilmore, an instructor in the new program
Her article included links to
Rutgers Business School Executive Education
(RBSEE), and
Glen Gilmore
, an attorney and social media strategist, who is one of the instructors in the new
Rutgers Mini-MBA: Supply Chain in a Digitized Network
.
Her article also included links to two other programs of interest for supply chain professionals: the
Rutgers Mini-MBA for Engineers and Technology Managers
, and the
Mini-MBA: Business Management for Military and Veterans
.
It also mentioned that Rutgers Corporate Programs “can bring our faculty and subject-matter experts directly on-site.”Slide17
PR Newswire generated 12 sessions by 9 new users at RBSEE site from Oct. 1 to Nov. 30Slide18
MarketWatch generated 12 sessions by 6 new users at RBSEE site from Oct. 1 to
Nov. 30Slide19
Yahoo News generated 11 sessions by 11 new users at RBSEE site from Oct. 1 to
Nov. 30Slide20
Business Wire generated 96 sessions by 67 new users at RBSEE from Oct. 1
to Nov. 30Slide21
theferrarigroup.com generated 4 sessions by 1 new user at RBSEE from Oct. 1 to Nov. 30Slide22
EBNOnline generated 7 sessions by 2 new users at RBSEE from Oct. 1 to Nov. 30Slide23
Optimized press release generated 3.1 times more sessions and 2.7 time more new
usersSlide24
RBSEE measures results by multiplying 6 new registrations by $4,995 and dividing by $2,323
The optimization and distribution of the press release as well as blog outreach, which were provided pro bono, would have “cost” Rutgers Business School Executive Education
$2,323
.
The program generated
6
registrations at $4,995 per student, or
$29,970
in incremental revenue.
This is a short-term return on marketing investment (ROMI) of
12.9X
.
That’s even better than the 8.6x ROMI that Rutgers CMD averaged in 2011.