Presented by Sam Dumcum at #PSEWEB 2019

1. Ment
MarketingEngage. Manage. Achieve.
#getment

2. #GETMEN
T
Agenda
An overview of the stuff we’re going to be
looking at today:
CONNECT
Get to know our neighbors, speaker
and look at backgrounds a little.
Get Ment
Looking at the Ment Marketing
framework to develop decisions.
Case Study
Seeing the Ment Marketing
framework in action.
Tips & Q & A
List of favourite tops using the Ment
Method from the case and Qs
Please ask questions at any
time
10 m
10 m
10 m
10 m
#getment

3. #GETMEN
T
CONNEC
T
An overview of the stuff we’re going to be
looking at today:
CONNECT
Get to know our neighbors, speaker
and look at backgrounds a little.
Get Ment
Looking at the Ment Marketing
framework to develop decisions.
Case Study
Seeing the Ment Marketing
framework in action.
Tips & Q & A
List of favourite tops using the Ment
Method from the case and Qs
Please ask questions at any
time
10 m
10 m
10 m
10 m
#getment

4. CONNECT
Get to know
Bit.ly/pseweb19
#getment

5. A Bit About Sam
2 X Founder
Every Eye Media + BuzzTix
Behind the scenes creating engagement
opportunities with bands brands and fans.
US Marines
Tracer’s Tavern
Special Operations Capable Infantry
(sometimes I swear)
A Bit Competitive
Team USA x 4
Team Canada x 3
Bit.ly/pseweb19
#getment

6. SAM’S FOUR FAVOURITE
MARKETING INFLUENCERS
PAUL BRANDNER
Fintech marketer from BC that specializes in
developing brands via their core essence.
SETH GODIN
Global marketing icon that has
revolutionized the thinking of marketing
based on tribes and ideas.
SEAN WATKINS “WATTIE”
Multisport engagement specialist across multiple
brands and verticals. Amazing mentor
MICHAEL HYATT
Leadership and productivity leader with
digital and physical products.

7. SAM’S FOUR FAVOURITE
MARKETING BOOKS
Michael Hyatt
Platform – Get Noticed in a
Noisy World.
SETH GODIN
This Is Marketing
SWOOSH!
Unauthorized story of Nike and the men who
played there. (Strasser)
A BRAND NEW WORLD
Scott Bedbury, Eight Principles for Achieving
Brand Leadership

8. $0.75
71,752 L I V E IMPRESSIONS
#getment

9. “Sam, could you please move your
marketing material? We have about
five people a day asking where the
entrepreneurship workshops are.”
Shelley Hawrychuk, Chief Librarian
#getment We randomly put a banner
Where “everyone” would see it.
The library put it out for three months ;)

10. #GETMEN
T
CONNEC
T
An overview of the stuff we’re going to be
looking at today:
CONNECT
Get to know our neighbors, speaker
and look at backgrounds a little.
Get Ment
Looking at the Ment Marketing
framework to develop decisions.
Case Study
Seeing the Ment Marketing
framework in action.
Tips & Q & A
List of favourite tops using the Ment
Method from the case and Qs
Please ask questions at any
time
10 m
10 m
10 m
20 m
#getment

11. - ment
1: indicating the result or product of an
action
engagement
2: indicating process or action
management
3: indicating state, condition or quality
achievement
#getment

12. Achieve
Verb: to get or attain as the result of exertion.
How do we set our goals so we know when we reach them?
Engage
Verb: Occupy, attract or involve (someone’s attention)
How do we get others to engage with our brand?
Manage
Verb: To handle or direct with skill (administrative)
How are we actively managing relationships post-
engagement?
#getment

13. ENGAGEMENT:
Personal
1:1 One to One
The opportunity to talk to
stakeholders individually.
Personal Engagement:
The most effective form of engagement where you
get to communicate your message directly to the
consumer
1: ∆ One to
Many
The opportunity to talk to
many people at once.#getment

14. ENGAGEMENT:
Digital
Digital Engagement
Longtail method of engaging (potential) stakeholders on
their journey with your organization.
Content:
Quality visual engagement of helping
your stakeholders on their journey
to finding more information
Social:
Rich media content
massive scalability
raises awareness

15. PRIMARY TYPES OF ENGAGEMENT
Website
Primary source of
information
Booth / Tabling
Pick places where students
are there to chat, engage
and learn
Posts
Static content that will sit,
informing. Use Hashtags
Digital Ads
Paid advertising on different
mediums (retargeting)
Class Visits
Start with 1, then snowball
Captive audience
Messaging
Direct connection with
students via their SMoC
Event Sponsorship
Make sure you get on stage
Even 30 seconds
Stories
Short form disappearing
content to inform / interest
Personal Digital Social
#getment

16. Engagement
Stages
Introduction
Add to marketing (automation)
Connect
Nurture
Close

17. INTRO
CRM
CONNECT
PROGRAM /
EVENT
3,752
11,287
683
1,354
MANAGE EACH
STEP
Do you know your student’s critical path?
Are you prepared to manage the relationship?
Intro’s Are Easy ;:
This is the long tail
Expect 80% drop off at this stage
1
C R M / Nurture
This is where the user states they want
a relationship, you have to nurture it.
2
#getment

18. MANAGE:
Create a Clear Path
Where are you engaging with students?
Does the type of engagement you have determine the
quality of the engagement?
ACHIEVE
Do you have a defined definition of
what success looks like?
Joining an event or program.
Awareness of support
Manage the Relationship
Use follow up tools to bring stakeholders to the next
step in your customer journey. For us this is an
automated email system implemented by Hubspot.
Invite to the Close
What does a successful engagement look like?
Awareness, Join, Buy, Evangelize?
#getment

19. KNOW YOUR MOTHER
BROOKLYN* NUMBERS!
The single biggest mistake I’ve
ever made came from not
knowing my numbers.
DIG INTO THE DATA
Data is not a dirty word!
If you’re not data driven, you’re not setting
yourself up for success 
* Raptors Reference
My second biggest success came
from knowing my numbers.
#getment

20. If you let
someone else tell
you your
numbers, they’re
not YOUR
numbers
#getment

21. Developing Demographic
Parity
Program reports 33% “science students,”
Wants to increase to 50%
#getment

22. Using the
S A M E
source data
Less than 3% were actually fit their growth
target market profile
#getment

23. ACHIEVE
(know your #s 2.0)
How do you define achievement?
In higher education with multiple stakeholders
Who determines your goals?
Sometimes you have to manage up.
What determines your goals?
What metrics / tools do you use to measure your goals?
#getment

24. SMART-ER GOALS
SPECIFIC MEASURABLE ATTAINABLE REALISTIC TIME BOUND
EXCITING RELEVANT
Choose a goal that
actually gets you and
your team excited about
accomplishing it.
“You can’t compare
your Chapter 1, to
someone else’s
Chapter 20.”
#getment

25. #GETMEN
T
CONNEC
T
An overview of the stuff we’re
going to be looking at today:
CONNECT
Get to know our neighbors, speaker
and look at backgrounds a little.
Get Ment
Looking at the Ment Marketing
framework to develop decisions.
Case Study
Seeing the Ment Marketing
framework in action.
Tips & Q & A
List of favourite tops using the Ment
Method from the case and Qs
Please ask questions at any
time
10 m
10 m
10 m
#getment
10 m
10 m

26. CASE STUDY: ICUBE UTM
ICUBE UTM one of nine incubators at University of Toronto
ICUBE UTM had a very ugly brand and no brand awareness on campus
Achieve
Wait til you see how these
numbers end up!
Manage
Surveys
Changed our program
Email Automation
Engage
Class Visits (50+ / 1,000)
Career Fair (3 / 2,000+)
Events (20 / 8,000)

27. The First Dance
Make the first connection the
lowest cognitive load possible.
Micro Wins
Share your goals with your
audience, let them be part of
your success journey

28. CASE STUDY: ICUBE UTM
INTRODUCTION
Develop new framework for
connecting with students.
SURVEYS
Class visits > Career fair >
Partner Programming
Event Sponsorship
INTRO CRM + CONNECT Register
AUTOMATION
Intro CRM (Hubspot)
Automated Emails
Social Targeting
CONNECT
Meeting – Auto Schedule
Workshop(s)
Drop-In Sessions (mentors)
ENROL PROGRAM
Startups – SXL Accelerate
Students – SXL Certificate
PSDP – Entrepreneurship Cert
Increase “Brand Awareness”
Our brand is ICUBE /
Entrepreneurship
#getment

29. CASE STUDY: ICUBE UTM
Working with Faculty
#getment
Ego
FOMO
Leadership
Peer Pressure
 were AMAZING to work with!

30. Maximize Engagement
Minimize
the Form
1. Choose a Software
2. Select a Repository
3. Select Simple Questions
4. Select 3 Pieces of Info
5. Constrain Responses
#getment

31. Choosing
Survey
Software
Depends on Goals:
Lots of analytics: Qualtrics
Easy, Visual: Google Forms
Popular: Survey Monkey
New Favourite: Hubspot
#getment

32. Increase LIVE EVENT
Engagement
SEE / HEAR / TOUCH / RESPOND
Show Success of Past
Participants
Tell them how long it will take
Give them something to write on
Ask in Person
(Booth: 70%, Class: 90%)
#getment

33. Event Selection
Know Your Audience
Piggy Back Social Promo
Maximize Your BUDGET
Goal Fit
#getment

34. EVENT ROI
(Manage)
Create an easy access
metrics tracking form for
events.
Event Details
Event Metrics
Comments
Also which team member if
you need to follow up#getment

35. Simple Selfie Station
If you build it…
they will pose
#getment
This is a venue staff member using our
selfie booth while we were still setting up.

36. #getment

37. #GETMEN
T
CONNEC
T
An overview of the stuff we’re
going to be looking at today:
CONNECT
Get to know our neighbors, speaker
and look at backgrounds a little.
Get Ment
Looking at the Ment Marketing
framework to develop decisions.
Achievement
#Humblebrag
Information changed from
presentation due to UofT insights
Tips & Q & A
List of favourite tops using the Ment
Method from the case and Qs
Please ask questions at any
time
10 m
10 m
10 m
#getment
2 m
10 m

39. UNIVERSITY OF TORONTO ENTREPRENEURSHIP
IN GLOBALTOP5 UNIVERSITY-MANAGEDINCUBATORS
• UBI Global, a Stockholm-
based research and advisory
firm, assessed almost 1400
programs in 53 countries,
announcing winners in four
categories
• U of T Entrepreneurship
ranked #4 in ‘Managed by
University’ category
• First time U of T participated
in ranking

40. UNIVERSITY OF TORONTO ENTREPRENEURSHIP
RANKEDTOP25 GLOBALLYFOR PUBLISHEDRESEARCHWITH INDUSTRY
COLLABORATORS
• In the top 25 in the world by
the number of papers co-
authored with industry as
ranked by the Nature Index
• U of T was ranked 23rd (the
only other Canadian
university in the top 50 was
McGill at 50th)
• Nature Index tracks research
articles published the world’s
highest-quality science
journals

41. One of two Canadian universities on the world’s most innovative list
Thomson Reuters, the World’s Most Innovative Universities, 2016
Only Canadian university in Times Higher Education’s top 25 universities working
with the world’s most innovative companies
Times Higher Education World University Rankings, 2017
UNIVERSITY OF TORONTO ENTREPRENEURSHIP
CONSISTENTLYRANKEDAMONGST THE WORLD’S MOST INNOVATIVE

42. OCE METRICS
ICUBE – U of T MISSISSAUGA
OCE Grant Tracking
ICUBE UTM Receives
2.3% of BudgetYup, the following slides are different than in the presentation to not show ‘everything’ ;)
(I’m most proud of the last one!)

43. OCE INSTITUTION METRICS Y4 (2017-2018)
MARKETINGCOMMUNICATIONS
#getment
Student Email List Subscriptions: ICUBE 12%
Monthly Website Visits: ICUBE UTM 5%

44. OCE INSTITUTION METRICS Y4 (2017-2018)
AWARENESSACTIVITIES
#getment
# of Youth Reached at External Events :
ICUBE 42%
# of Events with Community Partners :
ICUBE UTM 21%

45. OCE CLIENT METRICS Y4 (2017-2018)
ALLUNIQUECLIENTSREPORTED
#getment
Remember, 2% of the budget…
8% of all startups across 9 incubators 

46. OCE INSTITUTION METRICS Y4 (2017-2018)
EVENTSANDSEMINARS
#yougotthis #getment
# of Events Held: ICUBE 23%
# of Student Participants: ICUBE UTM 53%
With 2% of the budget and
1 full time staff member

47. #GETMEN
T
CONNEC
T
An overview of the stuff we’re
going to be looking at today:
CONNECT
Get to know our neighbors, speaker
and look at backgrounds a little.
Get Ment
Looking at the Ment Marketing
framework to develop decisions.
Acheivement
#HumbleBrag
Information changed from
presentation due to UofT insights
Tips & Q & A
List of favourite tops using the Ment
Method from the case and Qs
Please ask questions at any
time
10 m
10 m
10 m
#getment
10 m
10 m

48. QUESTIONS
ENGAGE
MANAGE
ACHIEVE
#getment
@samdumcum
Sam.dumcum@utoronto.ca