global app initiative

objectives

• To establish a consistent brand identity
• To foster overall brand awareness
• To engage with our audience
• To capture the attention of our target market
• To convert our target market into promoters of our brand

And most importantly, to identify areas of strengths and weaknesses through analytics and consequently make necessary improvements

who ARE our target audienceS?

• Boston University students
• Colleges and universities outside of BU
• Nonprofits
• Professionals
• Sponsors

what do our target audienceS need?

How do we make sure we are reaching our intended audiences? Inbound marketing.

inbound marketing applied to our website

• Attract: blogging, social media, SEO, pages
• Convert: forms, CTAs, landing pages, contacts
• Close: lead scoring, email, marketing automation
• Convert: CTAs, social media, marketing automation

Our website doesn't exist to merely inform. We need to generate leads.

HOW OUR NEW WEBSITE DIFFERS FROM OUR OLD WEBSITE

think of it this way