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
Your Calendars: Plan Marketing and Academic
Education operates on a steady and usually strict timeline due to the application, enrollment, and start date cycles. Education works with defined periods of promotions, and specific conversion and enrollment goals for each period: on campus events, start dates for your programs, application deadlines, open house events, etc. As such, the marketing channels schools use should be dynamic and fluid; able to adapt and be changed quickly as your needs change based on where you are in the academic and marketing year calendars. Of course each channel needs to also reach the right people who have the best change of becoming...
Category: EDU Marketing Quick Tips, Education Marketing Ideas
Education Marketing Channel: Guidance Counselors
Career / Education Counselors. All types and kinds. Send brochures, have special open house days just for guidance counselors, meet with them one on one –whatever you have to do to help career counselors understand your vocational / trade school as much as possible. The more they understand your programs, courses, and classes, the more likely they’ll refer students to you. Go beyond just high school as well: there are many professional education advisors (including organizations supporting their industry) that you can access. Rent a bus and give them all a ride to your campus if you have to. Teach short courses at...
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: 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: 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: 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
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
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: 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...