Category: Education Marketing Ideas
Get industry authority by giving away free information
Don’t protect information: Spread it. Most important with a target demo that is almost exclusively Internet savvy, the truth is anyone can find the “information” that you teach at your institution. They cannot get the experience, the scene, the teaching staff, all those things that make a school a school, but they CAN find the information… so horde it? Distribute it! The more you open the doors (both physically on campus as well as metaphorically with online webinars, resources, videos, etc.) the more your school becomes the authority on the subject matter. It gets your school’s name on all the topics relevant...
Category: Education Marketing Ideas
Approach to hiring admissions staff for your school
Cast your private school admissions staff. Establishing a personal connection with people requires a great personality and a keen ability to read, understand, and listen to people. I allow that a high-quality admissions person, who is fundamentally assertively sales-driven, can do a excellent job at enrolling students. However, the standard push, push, push admissions model always dissuades  a significant quantity of potential students. As such, in the name of “making a connection” with students, I’ve realized the most success when staffing a new school is more like you’re casting a movie (or sit-com) and less like a conventional “who has...
Category: EDU Marketing Quick Tips, Education Marketing Ideas
Convert Leads to Students: PPC Campaigns and Great Landing Pages
The intent of PPC (Pay Per Click) marketing campaigns for education is to capture the lead, in this case a person’s name and email address. As such, optimized landing pages that encourage data collection are a necessary part of any good online marketing strategy. What’s the point of paying to get visitors if they don’t contact you or request information? As such, well-designed landing pages on your website that foster lead generation are an important part of your online marketing strategy. Because after all: what’s the point of paying for clicks to get people to view your website if they don’t contact you or...
Category: Education Marketing Ideas
Are your marketing materials consistant in message and branding?
Throw all your marketing materials onto a table and step back. How does the stack of print materials look? All your brochures, flyers, invitations, etc. Is the branding consistent across all materials? Does each postcard, micro-page, course catalog, and brochure have a distinctive intention in the promotion or admissions sequence? Can you categorize them so that they line up chronologically as if they actually display your marketing plan and timeline? If not: fix it. PLAN. And above all, make certain your branding and graphic design is integrated in all materials from start to finish for the entire admissions process (inquiry...
Category: Marketing Your School
Understand the Value of Search Engine Marketing
Search engine marketing (SEM) truly is the foundation for targeting new and interested leads when marketing your school. Depending on your area of training, the estimated and average cost per click can be high (thanks to the intense expansion of online schools and the Apollo Group), but with the right targeting and ongoing optimization, you can use SEM to get your Admissions Department a predicable number of prospective student leads every month, week, or day. We advocate SEM for schools because in order for someone to see your advertisement they have to be actively searching for your produce. They literally...
Category: Education Marketing Ideas
Marketing: CRM Systems for Education Admissions
There are plenty of large (and very expensive) CRM  systems (Customer Relationship Management) available that are “designed” for private, post-secondary and vocational schools. Why? Because they are THE tool for your admissions team to help usher potential students through the admissions process. Having some form of CRM is a need for virtually any business, honestly, whether it’s in paper form scattered all over your desk, or database-driven and entirely an online CRM system. If you are currently not using a CRM for your school, it’s highly recommended, but be sure to shop around because no CRM is “one size fits all”...
Category: EDU Marketing Quick Tips
Marketing Quick Tips For Education Marketing
We’ll be posting these sort of short notes for education marketing. The intent is to give quick tips for when there’s an idea, but not enough time to sit down and write (or for you, maybe read) a full article. Please make sure you look at the related article posts as well. The “quick” aspect also sort of gives us the topic for this particular post. Question: Can you explain your curriculum in 30 seconds or less? You’ve most likely heard of the elevator pitch, and that one should to be able to do something similar for academic programs. The...
Category: EDU Marketing Quick Tips
Private School Education Marketing Quick Tip: Elevator Tour Pitch
I’m starting these short notes for education marketing. They help when there’s an idea, but not enough time to sit down and write an entire post. Can you explain your program in 30 seconds or less? You’ve probably heard of the elevator pitch, and you have to be able to do the same thing for your education programs. The first time you meet a prospective student, you don’t have time to go into the details, so sit down and write the best possible 30 second pitch. Rehearse the pitch. Have your staff look at it and give their input. Test...
Category: Marketing Your School
Note on Defining and Keeping Marketing Conversions
We talk a lot about conversions in relation to marketing schools. Here, we thought we’d quickly note¬†exactly¬†what that¬†means, and the¬†various¬†points in the marketing plan where you can actually measure them. The most common conversions for schools to measure are: Website visit to lead (inquiry) conversion Lead (inquiry) to Application conversion Application to completed fully qualified Enrollment conversion. Lead source is key, and doing so at the INQUIRY stage. People change their answers later on in the process because in the application and enrollment process, they will have searched, noticed an ad, etc., and might attribute the referral source as one...
Category: EDU Marketing Quick Tips
The Education Marketing Foundation: Search Engine Marketing
There will be many small posts about search engine marketing for education on this site. For now, I’ll just postulate that search engine marketing (SEM) really is the foundation and backbone of any well planned school marketing campaign. If you’re not convinced, then just look at the ever-growing Apollo Group. The information “leak” regarding the top SEM spenders on Google in June 2010, the Apollo Group were listed as spending 6.6 million dollars in ONE MONTH on search marketing. One Month. That’s an awful large investment, and it’s fairly safe to assume given their massive growth and savvy in the...