Category: Marketing Your School
Why Tracking Conversions Is Important for Marketing Your School
In a nutshell, tracking your conversions allows you to more accurately create your marketing budget, as well as¬†identify¬†which marketing efforts are working and which are not. A truncated example: if your website visit to lead conversion rate is 10%, and your lead to enrollment conversion rate is 10%, then your overall website visit to enrollment conversion rate is 1%. If, then, you want 50 students, you can¬†predict¬†that you need 5000 website visitors in order to reach your target enrollment number. The above example is a very “easy math” version. Each marketing channel will have different conversion rates: visit to lead,...
Category: Marketing Your School
Offer Regular Free Seminars On Campus
Offering time and information for free is very important for schools. Free on-campus seminars accomplish many things for higher education institutions. Doing so demonstrates that you are an authority on the topic and more importantly it gets prospective students into the school, which is your best change and convincing them to enroll in one of your programs. Establishing authority is important when prospective students are comparing your school with your competition. If you want them to see your school as being “the most knowledgable” then you have to demonstrate that. Universities have their professors publish books ‚Äì it shows that...
Category: Marketing Your School
Marketing a Private School with a Small Budget
As an industry, private and vocational schools spend millions of dollars advertising every month. If you are starting a new campus or have been forced to decrease your school marketing budget, then anyone can understand how daunting and even frightening it can feel to compete against the larger private colleges and career training schools that have dozens if not hundreds of campuses around the country. So how do you compete with a small advertising budget so that you still effectively market your school‘s programs and keep up student enrollments? Bottom line is you’ll have to work a lot harder: put...
Category: Education Marketing Ideas
Building Brand Awareness: 7 Ways To Educate Customers In The Classroom & Simultaneously Build Brand Awareness
Article by Annmarie Edwards The business world has long recognized the value of creating a recognizable and clearly defined brand. From top business executives to entrepreneurs striving everyday in their communities, and from traditional corporations to the Internet, building brand awareness is the most significant marketing practice today. I it always will be as consumers continue to seek out their favorite brands. Your customers are navigating a bewildering range of channels and feverishly marketed products before making a purchase decision. We are so bombarded by product brands that we are barely conscious of them much of the time. In order...
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 Channel: On College Campuses
Students in colleges transfer all the time. Moreover, they often decided they wish to pursue a different career path or attend another part time program to augment their current education, especially if they’re leaning towards a career in an industry that requires a very specific set of skills that vocational and career schools teach. Placing advertisements that target current college students can get positive results for vocational and career schools. What sort of ads?: Print ads in college newspapers (for open house and free seminars) Radio ads on college radio stations (for open house and free seminars) Posters at bus stops...
Category: EDU Marketing Quick Tips
Academic and Marketing Calendars: Plan Ahead
Education functions on a strict timeline and enrollment process. It operates within windows of promotions and conversion goals: application deadlines, class start dates, and on-campus events. As such, the marketing channels for education utilized must be adaptable and dynamic, while also reaching the correct people with the highest student conversion potential. There’s no point spending money to reach 70% of a population when only 5% make up the group who are making or influencing the actual education decision. We have the technology and know-how to target the right potential, so that’s what we should do. Create your marketing plan side-by-side...
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...
Category: Marketing Your School
Develop Partnerships With Other Schools
There are thousands of other private post-secondary schools out there, only a small fraction of them are in direct¬†competition¬†with your school based on your programs and what you teach. All the others who are not in competition re potential partners. There are hundreds of ways to create¬†symbiotic¬†relationships with other schools and colleges that can be beneficial not only for marketing ¬†your school, but these relationships can help enhance your programs and resources. Begin exploring possible partnerships by approaching it as if you were creating a cross-functional team for a large business. What you teach your students “creates” one member of...
Category: EDU Marketing Quick Tips
School Marketing Backbone: Search Engine Marketing
I’ll write more on this later, but search engine marketing for schools is truly the backbone. If you’re not convinced, then just look at the ever growing Apollo Group. When that infamous leak from Google happened back in 2010, they were listed as spending 6.6 million dollars in ONE MONTH on search marketing. Uh Huh. But why is search engine marketing so important for schools?… Because people who search are already looking for what you are selling. Hot leads. These aren’t random people finding an ad in a magazine, or driving past a billboard or seeing a bus sign. These...