This is a summary of one of the first hybrid college courses called "Inbound in the Integrated Marketing Framework," a partnership between Emerson College, HubSpot and SafeRide. This is a new type of applied, hands-on college course where students had the opportunity to learn Inbound and how it works in an Integrated Marketing context, and earn HubSpot Software Certification by building a live Inbound Campaign for a client with a real business need.

1. MK371-05: Inbound in the
Integrated Marketing Framework
Spring 2017 – Course Wrap Up
A Partnership…

2. The MK371
Team “A-Players & Pioneers”
Sam Ho
Hantzley Audate
Paige Niler
Milo Goodman
Lindsey Di Costa
Amber Hughes
Catalina Nguyen
Kennedy Kelley
Max Fallows
Jamie Wong
Emily Schnider
Not Shown:
Nick Kitsos

3. Highlights & Milestones
HubSpot Office Visit & Kickoff
Project Organization:
Teams
Two/Competitive
One Class Team
Functional Teams/
Organized by Practicum
Inbound – Class
Outbound – EmComm
Project Tracker &
Program Management
Inbound Certification Course
HubSpot Software Certification
Course & Practicum
Engage with HubSpot
Jon Gettle Class Visit #1
Overview: HubSpot Tools
Jon Gettle Class Visit #2
Conversion Path Deep Dive
Jon Gettle Check In Call
Final Touches
Steve Sheinkopf/Yale Appliance
Class Visit
SafeRide Class Visit

4. The Work…

5. The Core MESSAGE
enables …
“Micro-Communities” of Friends Looking Out for
Each Other in Transit

6. Introducing Our Personas…

7. Practicum Elements Criteria Status Update
GOALS Input a custom monthly goal in your HubSpot dashboard. DONE
PERSONAS
Specify how many personas your business has and include a link to one of those complete
persona profiles in the Persona tool. That profile must have all fields filled out and at least
5+ sentences in the "Story" section.
DONE
KEYWORDS Add at least 300 keywords to the Keywords tool. DONE
BLOG
(reference Blog tab)
Publish or have scheduled to publish at least 10 blog posts to be live within a 45-day
period. You must specify in the comments section the time period in which posts were
published.
DONE
CONTENT
(reference Content tab)
Include links to 3 content offers (NOT including blog posts or website pages). You must
include links to these live content offers or the landing page in which they live.
DONE
LANDING PAGES
(reference Content tab)
Create at least 3 landing pages that are live on your website. One of your landing pages
must have at least 100 views and a 20% conversion rate.
DONE;
waiting for performance metrics
FORMS
(reference Content tab)
Build at least 3 different forms that are live on your website. One of your forms must have
at least a 20% submission rate and at least 100 views on that form for the last 120-days.
DONE;
waiting for performance metrics
THANK YOU PAGES
(reference Content tab)
Create at least 3 thank you pages that are live on your website and link to another offer.
You must provide the URLs of your Thank You Pages.
DONE
CALLS-TO-ACTION
(reference Content tab)
Create at least 3 calls-to-action that are live on your website. At least one of your CTAs
must have a 2% or higher click-through rate for the last 120-days.
DONE;
waiting for performance metrics
SOCIAL PUBLISHING
Using the HubSpot Social Publishing tool, post at least 15 social media updates within a
7-day period, or have them scheduled to post in HubSpot's Social Publishing tool. Only
posts published or scheduled via the HubSpot tool will be assessed.
DONE
EXTRAS (does not need to be prioritized for Practicum)
The Practicum

8. The Blog
Persona Ideas/Working Title Author Editor
Draft
Completed
Photos Added
SEO Comple
(Amber)
Transfer/Commuters Safety Tips for Evening Commuters Amber
Transfer/Commuters How to Make Friends as a Transfer Student Amber
Transfer/Commuters 5 Tips to Make the Most of Your Commute Milo X X
Freshman 7 ways to decorate your dorm suite on a budget Sam Milo X X X
Freshman Surviving Your Freshman Year of College Jamie Emily X X X
Freshman What I Wish I Knew as a College Freshman Emily Milo X X
Freshman Tips for Move-in Day Jamie Emily X X X
Freshman Dining Hall Alternatives: Top 10 Boston Food Trucks Milo Emily X X X
Freshman
Dining Hall Alternatives: Best Restaurants Near
Emerson College
Milo Emily X X X
Frats How to Know if You're in the Right Frat Emily Milo X X X
Frats Top 5 Sober Event Ideas For Boston-Area Fraternities Milo Emily X X X
Frats Staying Safe at House Parties Milo Emily X X X
LGBTQ
What It Means to Go to the Most LGBTQ-Friendly
School in the U.S.
Emily Milo X X X
LGBTQ Top Scholarships for LGBTQ+ Students Milo Jamie X X X
LGBTQ LGBTQ+ Student Statistics and Safety Milo Jamie X X X
LGBTQ The Best Apps for LGBTQA+ Students Milo Emily X X X
General How to Get Around Uber Surge Pricing Milo Emily X X
General
Ride-Sharing and Taxi Safety Tips: Read Ours and
Submit Yours!
Milo Emily X X X
General The 5 Best Life Hacks to Unwind After a Long Day Amber Milo X X X
General Ride-Sharing Alternatives to Uber and Lyft Milo Emily X X X
General Cheap Things to Do in Boston On a Rainy Day Milo Emily X X X
General
Ride-Sharing Etiquette: Top 4 Things Drivers Want
You to Know
Hantzley
General 50 Sweet Discounts For College Students Milo Emily X X X
Tinder 10 Best Places to Go on a Tinder Date Jamie Emily X X X
Tinder The Top 5 Tips for Safely Using Dating Apps Milo Emily X X X
Tinder How to Stay Safe on a Tinder Date Jamie Emily X X X
INTL Survival Guide for International Students in Boston Max Milo X X X
INTL Visa Requirements Kennedy
INTL
ELA Campus: Hot Spots Walking Distance from
Campus
Max Milo X X X
INTL
Where & How to Watch the UEFA Championships
League
Max Milo X X X
INTL Best Restaurants in Boston By Cuisine Max X
INTL
Top 5 Safety Tips That Students Traveling Abroad
Need to Know
Milo Emily X X X
INTL 21+ Bars & Stores Carrying INTL Brands Max Milo X X

9. Content Offers

10. Conversion Paths
Content Offer Content status
Design + Format
status
File Assets
status
Landing Page
status
LP SEO + links
complete?
(Amber)
Form
Thank You Page
Status
TYP SEO + links
complete?
(Amber)
Email +
Fulfillment
Status
CTA
Know Your Rights Guide
DONE DONE cover uploaded;
guide uploaded
DONE DONE Name + Email DONE DONE DONE DONE
Safety Awareness Meeting Guide DONE DONE DONE DONE DONE Name + Email DONE DONE DONE DONE
Travel Packing Checklist
DONE DONE checklist
uploaded
DONE DONE Name + Email DONE DONE DONE DONE
Lyft Gift Card w/ App Download n/a n/a n/a DONE DONE Name + Email DONE DONE DONE DONE
Lyft Gift Card Contest w/ Safety
Tips Submission
n/a n/a n/a DONE DONE Submit Your
Safety Tips
DONE DONE DONE DONE
App Download n/a n/a n/a n/a n/a n/a n/a n/a n/a DONE

11. Content Offer Example

12. Initial Preliminary Results (1st Weeks)

13. Thanks To All That Helped Make This Unique
Learning Opportunity Happen!
HubSpot
Jon Gettle
Isaac Moche
Mark Kilens
HR Team
Emerson
Dr. Brenda Wrigley
SafeRide
Greg Czarnowski
Russell Pergament
Yale Appliance
Steve Sheinkopf