a beginner's guide to developing an iep marketing strategy
TRANSCRIPT
Further [email protected]: http://go.illinois.edu/IEPMarketingTESOL17
A BEGINNER’S GUIDE TO DEVELOPING ANIEP MARKETING STRATEGYErin N. O’ReillyIntensive English Institute, College of Liberal Arts and Sciences, University of Illinois at Urbana-Champaign
Research & Education Phase
Enrollment Cycle 1 Goals: Research your target market; invest in education
Action Items• Survey Current Students• Draft Budget• Train Personnel• Market Research• Identify USP• Identify Partnerships
Implementation Phase
Enrollment Cycle 2
Goals: Execute advertising campaigns and social media strategy; build
databases
Action Items• Survey Current Students• Collect and Analyze Initial Data• Execute Initial Budget• Invest in Branding• Monitor Partnerships
Evaluation Phase Enrollment Cycle 3Goals: Learn to assess
marketing effectiveness; adjust strategies
Action Items• Survey Current Students• Invest in Analytics Training• Build Out Databases• Determine ROI• Adjust Marketing Campaigns
GEOGRAPHY ANALYTICS OVERVIEW KEY DEMOGRAPHICS WEBSITE TRAFFIC REFERRAL SOURCE
How? Who? What?Age Gender
Technology
Where?
SurveyCurrent Students
Market Research
Identify Like IEPS
Become a ‘Ghost’ Student
Track Communications
Troll Websites
Build Databases• Inquiries Only• Incomplete Applications• Completed Applications, No Shows• Sponsored Students• Conditional Admits• Direct Admits• Partner Students