Category: Education Marketing Ideas
Education and Training Marketing Message and Branding
The principle ambition in profitable education marketing is rather singular: understand your students. If you get that key point, then what you’re supposed to do for your marketing plan, messaging, and branding is clear thereafter. But if you do NOT understand the culture and post-graduation desires of your prospective students, then you’ll have very low conversion rates and usually struggle to meet your goals every enrollment cycle. The education institution that best understands its students’ incentive and personality will always get superior performance from its marketing labors. You must understand the students in order to achieve enrollments. No search optimization...
Category: EDU Marketing Quick Tips
Marketing Channel: College & Community College Campuses
Kids in college relocate all the time to different schools. Furthermore, they frequently change their mind and decide that they want to work towards a different career or enroll in a secondary part time course to enhance their existing education. Running ads that target existing university students can get encouraging outcomes for professional, vocational, and career schools. What sort of ads?: Print ads in university papers (for open house and free seminars) Audio ads on student run broadcast / radio stations (for open house and free seminars) Posters at bus stops Posters in the student union Posters in information kiosks And not necessarily...
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: EDU Marketing Quick Tips, Education Marketing Ideas
Marketing Channel For Schools: Prospective Employers
Prospective Employers. I’ve built a few school locations at this point, and we thrived the most early on when we were extremely aggressive in getting to the people working in the trade first (before launching the school or enrolling students). Locate the potential employers in your area. You have to do it anyway to get approved to operate (at least in most states), so you might as well start networking. Ask what these professionals know about the local area. From where are they hiring their present new employees, what would they prefer your school teach to make their new employees better?...
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...
Category: Education Marketing Ideas
Targeting Potential Students In Education Marketing
Advertising is NOT marketing. Marketing is a comprehensive plan that targets the right demo and caries them all the way through the process. Advertising is the first part of marketing. Education marketing in particular need to focus on the entire marketing plan, not just new marketing channels and quirky PR ideas. Education marketing, especially for smaller career and vocational schools, must focus on proper targeting and converting leads to enrollments. For this post we’ll address just the first of two topics: targeting your marketing efforts. In the following post, the importance of knowing how to nurture the leads you get so...
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: 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, Education Marketing Ideas
Education Marketing Channel: Potential Employers
Potential Employers to market your school. I’ve launched a couple campuses now, and we were most successful when we were very assertive in reaching out to the trade first (ahead of opening the campus or enrolling students). Find those potential employers as marketing and co-branding allies. You have to do it anyway to get approved to operate (at least in most states), so you might as well start networking. See what they know about the area, where are they getting their current employees, what would the prefer your school teach, etc. etc. etc. You MUST get to know the actual people who...
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...