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
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: 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: 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: 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: Marketing Your School
Offer Exclusive Online Seminars for Prospective Students
Have a web camera and an Internet connection? Then you’re ready to start broadcasting your school. To get started you need a minimum amount of technology and a good general topic to be the theme of your online show / webcasts. Piece of cake, right? First, sign up with a service like ustream.tv and practice a few broadcasts for quality with your connection. Don’t publicize any of these, just get some friends or staff on computers off campus to view your channel and text the live chat features. The live chat feature is quite nice because it allows anyone viewing...
Category: Education Marketing Ideas
Marketing and Creating a Culture for Your School
Marketing to culture is actually an enormous topic that can take a long time to detail, but the bottom line is that for private and post-secondary schools you have to have authority AND be the coolest school in town. Students who have an ID for your school should show it with pride because it makes them part of the in crowd. When marketing education school culture (and being the cool kids on the block) is extremely important, because the student literally becomes part of the school’s culture, which means he or she needs to feel as though they will fit,...
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: Marketing Your School
The Ten Commandments Of Marketing To Schools
You may have a new product that you believe will be embraced by educators. Teachers and administrators are always on the lookout for new and effective teaching materials. But education marketing can seem a bit of a mystery. Learning how to enter this market segment can be a lot of work. Education market research is a good starting point. You also need to seek advice from those with experience how to be successful. Here are Ten Commandments that are the foundation for any effective marketing and selling program to reach the K-12 school market. Commandment #1: Identify the Most Likely...
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...