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: Education Marketing Ideas
How Do You Communicate With Students and Their Culture
So we’ve covered “the HOW” of marketing communication, but why is that important when it comes to marketing to a student’s culture? Take a few moments to ponder times when your own interest in anything has been sparked. Possibly, say, 50% of the time it’s due to the facts and the specifications of the situation. Say in this case the sticker on the car window with all that useful information… but what about the LOOK of the car? The IMPRESSION of the car and the people or things affiliated with it? Usually, fundamental interest is more primal. It’s created by...
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: 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
Giving Your School Culture a Personality
In the introduction about marketing culture we covered the importance of campus appearance and how that can self-perpetuate a good looking environment. Your school needs to dress well just as much as you would hope your staff would. Here, we have to look into how a student’s personal culture can become a part of your campus environment, and how all of that combines to become a marketing tool for your image. Often when I’m consulting for a school and provide briefs about various aspects of how student life and happiness is intertwined with your marketing, I’ll write about how social...
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: 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, 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: Education Marketing Ideas
Importance of the feeling of a private school tour for marketing
Perfect your school tour’s spontaneity and personalization. Students want a school to educate them, but they also desire to love attending, and actually being there. A natural and unplanned feeling is a feeling of excitement, which is something every potential student is seeking as part of their education experience. School tours need to have that feeling (however its eventually achieved is best determined by you, and the programs offered at your school). Tours also need to express “home” insofar as it feels very personal: saying hello to students on campus (and knowing their name, asking about their classes, etc.). Personal and...
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,...