Teri Lucie Thompson September 30, 2011

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1 GOVERNANCE REPORT MARKETING & MEDIA 1 Teri Lucie Thompson September 30,

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3 MISSION: To build and enhance Purdue's reputation and drive demand REORGANIZATION DIFFERENTIATION ROMI OPTIMIZATION 3 3

4 Number of Placements MEDIA PLACEMENTS TOTAL MEDIA PLACEMENTS FY FY FY ,000 37,931 35,000 30,000 25,000 20,000 15,000 10,000 5,000 12,750 11,194 16,798 15,663 23,531 26,311 27,215 20,853 26,378 24,446 23,891 14,994 14,946 0 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Source: Data provided by Cision 4 4

5 NEWSROOM HITS VISITS PER MONTH FY FY FY , , , , , , ,123 99,779 97, , , , , , , ,621 94,566 50,000 0 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Source: Google Analytics 5 5

6 Cumulative fans for past 12-months FACEBOOK FANS 90,000 80,000 70,000 60,000 52,960 57,242 CUMULATIVE FACEBOOK FANS 69,402 71,191 66,706 62,088 64,349 59,651 74,922 77,984 80,783 84,307 50,000 40,000 30,000 20,000 10,000 0 Sep '10 Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11 Apr '11 May '11 Jun '11 Jul '11 Aug '11 Source: Purdue University Facebook 50, impressions/post

7 Page Views per Month FACEBOOK PAGE VIEWS FACEBOOK PAGE VIEWS Dashboard Highlights: Social Media FY FY FY ,000 50,000 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5, ,231 41,486 43,340 43,024 40,108 41,415 39,208 34,632 33,768 37,598 27,772 34,315 31,359 26,056 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Source: Purdue University Facebook 7 7

8 Cumulative followers for last 12-months TWITTER FOLLOWERS LIFEATPURDUE TWITTER TRACKING 10,000 8,941 8,000 6,000 4,952 5,215 5,411 5,618 5,862 6,228 6,650 6,979 7,301 7,597 8,082 4,000 2,000 0 Sep '10 Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11 Apr '11 May '11 Jun '11 Jul '11 Aug '11 Source: LifeAtPurdue Twitter Twitter grade: 100! Klout score:

9 Visitors (in millions) DIGITAL MARKETING WEB VISITS PER MONTH FY FY FY Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Source: Google Analytics 9 48 th 23 rd among 12,000 Global Language Monitor 9 Universities Webometrics

10 MOBILE MARKETING The Purdue buses app is so full of win ,146 32,855 71,951 Sessions 1st week users Use this every of classes day on my ipad and iphone. Aug ,000 Total 10 sessions

11 Number of Visitors CAMPUS VISITS VISITORS 3,000 FY FY FY ,500 2,000 1,757 2,470 2,302 1,841 1,500 1,298 1,000 1,387 1,166 1,457 1, Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Northwestern Center and Union Kiosk Source: Purdue Visitor Information Center Monthly Statistics total tours ,546 total guests 61 student 11 ambassadors

12 5 STUDENTS WHO... VISITS PER MONTH FY FY FY ,000 21,231 20,000 16,000 12,000 8,000 4,519 15,383 12,568 12,428 11,449 10,472 12,194 7,580 7,367 16,811 9,605 6,626 4,000 1,820 0 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Source: Google Analytics *

13 BRAND & AD TRACKING TOTAL BRAND COMMUNICATION AWARENESS Indiana Midwest Export Sample size: 403 Indiana: N = 82 Midwest: N=158 Export: N=163 (CA,FL,IL,IA,IN,NJ,OH,PATX,WI) Please think about all the different places you have seen, heard or read anything about colleges recently, including all the different kinds of advertising, sponsorships and other communications 13 about the college.

14 OTHER NOTEWORTHY METRICS 23,877 subscribers to Parents and Families e-newsletter (40% open rate) 1,080 Purdue Parents and Families Facebook Fans New Purdue Online Store: 24,861 visitors and $21,175 revenue (35% of revenue from homepage link) 14 14

15 OPTIMIZATION HIGHLIGHTS ADVISORY & AMBASSADOR GROUPS New Marketing Advisory Council Alumni in leadership positions at companies such as Huntington Bank, Oracle Corporation, and Procter & Gamble Brand Ambassador Group 19 undergrads Spread brand among student body and provide realworld experience VIC Ambassadors 61 students Provide college experience tours and information for visitors AAF Group 60 members Provide brand insight and promotion 15 A brand is a living entity and it is enriched or undermined cumulatively over time, the product of a thousand small gestures. 15 Michael Eisner, CEO Disney

16 OPTIMIZATION HIGHLIGHTS SEARCH ENGINE OPTIMIZATION - SEO Refining the digital relevance of the Purdue brand to drive demand Potential students reliance on web searches/website content has doubled in 10 years (9-19%) Though highly regarded in STEM disciplines, Purdue does not rank highly in search results for STEM degrees Organic search drives 75%+ of all search traffic; pay-per-click <25% 52.6% of all organic search goes to top 10 spots 16 16

17 OPTIMIZATION HIGHLIGHTS GROWING MARKET RESEARCH FUNCTION completed studies completed studies projected completed studies About the Customer Naming Studies Prospective Students Perspective and Preferences Reader Surveys Faculty/ Staff Surveys Alumni Surveys and Focus Groups Current Student Surveys and Focus Groups 17 17

18 OPTIMIZATION HIGHLIGHTS EVOLVING OUR BRAND CAMPAIGN Tagline: WHAT WE MAKE MOVES THE WORLD FORWARD 18 18

19 CHALLENGES Resources Evolving Brand How to be timeless and relevant CELEBRATIONS 3.8 USNWR Peer Assessment highest in 4 years Awards: 2010 ADDY Awards: 2 Gold Awards, 1 Judges Choice 2011 CASE Circle of Excellence: 1 Gold Award, 1 Silver Award Higher Ed Marketing: Best of Show Educational Advertising Awards: 2 Gold Awards, 1 Silver Award 2010 Pride of CASE V: 1 Gold Inculcating voice of the customer Ologie mailing to 4,000 schools 19 Budgeting model/ influence Finalist: International Brand Master, CMO of the Year 19

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21 THANK YOU 21 21