how to use your school’s data to drive communications and boost conversions
DESCRIPTION
From inbound marketing to landing pages; from communication outreach to conversion; the purpose of this session is to help private schools identify the data they have readily accessible at their fingertips, and provide them a new perspective on how to convert that into creative content opportunities that enhance development campaigns. Walk away with an understanding of how to approach inbound marketing and develop the initial framework of a campaign supported by landing pages.TRANSCRIPT
![Page 1: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/1.jpg)
Siobhan Federici Director of Communications Miss Porter’s School [email protected]
Using Your School’s Data to Drive Communications and Boost Conversions
Travis Warren President WhippleHill, Inc. [email protected]
![Page 2: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/2.jpg)
Conversions
Inbound marketing
Interpreting data
Iterating pages
![Page 3: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/3.jpg)
inbound marketing
![Page 4: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/4.jpg)
Are you using inbound marketing?
![Page 5: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/5.jpg)
Sixty percent of companies will execute inbound marketing strategies in 2013. — ROI Report by HubSpot and MIT, http://bit.ly/GzKfKW
![Page 6: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/6.jpg)
“Outbound marketing is the traditional form of marketing where a company
initiates the conversation and sends its message out to an audience. ”
![Page 7: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/7.jpg)
![Page 8: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/8.jpg)
Inbound marketing is advertising your schoolthrough blogs, podcasts, video, eBooks, enewsletters,
whitepapers, SEO, social media marketing, and other forms of
content marketing…Inbound marketing earns the attention of
customers, makes the school easy to be found ultimately drawing
customers to the website by producing interesting content.
![Page 9: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/9.jpg)
Are you using inbound marketing?
![Page 10: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/10.jpg)
school examples?
![Page 11: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/11.jpg)
St. Paul’s School #SPS12Days
![Page 12: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/12.jpg)
![Page 13: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/13.jpg)
![Page 14: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/14.jpg)
• Instagram challenges in 2012 & 2013
• Good buzz, increased likes, increased interaction rates. 577 people interacted with the 2012 campaign. Students were posting photos, alums were interacting with them.
St. Paul’s School #SPS12Days
![Page 15: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/15.jpg)
![Page 16: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/16.jpg)
![Page 17: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/17.jpg)
Experience Tilton School
![Page 18: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/18.jpg)
![Page 19: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/19.jpg)
![Page 20: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/20.jpg)
![Page 21: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/21.jpg)
![Page 22: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/22.jpg)
![Page 23: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/23.jpg)
![Page 24: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/24.jpg)
![Page 25: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/25.jpg)
Keywords
SEO
Content
Social
Personas
5 Steps to an Inbound Marketing Plan
http://www.schneiderb.com/
![Page 26: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/26.jpg)
Personas
![Page 27: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/27.jpg)
personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way.
http://en.wikipedia.org/wiki/Persona_(marketing)
![Page 28: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/28.jpg)
Sarah Ramsey • 13 years old • Interested in playing high school soccer • Demonstrated interest in leadership positions • Above average academic profile • First member of her family to consider private school !
![Page 29: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/29.jpg)
Keywords
![Page 30: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/30.jpg)
![Page 31: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/31.jpg)
https://adwords.google.com
http://www.wordtracker.com
http://raventools.com/
http://moz.com
Keywords
![Page 32: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/32.jpg)
SEO
![Page 33: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/33.jpg)
<title> tagurl keywords
<H1> tag
Page Structure
![Page 34: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/34.jpg)
Inbound Links
![Page 35: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/35.jpg)
![Page 36: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/36.jpg)
Time on Page
![Page 37: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/37.jpg)
Social Media
![Page 38: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/38.jpg)
http://www.dreamgrow.com/how-to-build-a-social-media-bomb/
![Page 39: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/39.jpg)
Annie Jones • 24 years old • Played high school hockey • Graduated with honors • Hasn’t made first annual fund gift • Attends regional events • Interested in finding a mentor !
![Page 40: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/40.jpg)
![Page 41: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/41.jpg)
Pride: student and alumnae achievement
Campus: scenery/weather shots, traditions, spirit competitions
Fun: something different from when they attended...but not too different!
![Page 42: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/42.jpg)
PRIDE
![Page 43: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/43.jpg)
CAMPUS
![Page 44: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/44.jpg)
FUN
![Page 45: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/45.jpg)
Landing Page
![Page 46: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/46.jpg)
12%
![Page 47: How to Use Your School’s Data to Drive Communications and Boost Conversions](https://reader034.vdocuments.net/reader034/viewer/2022052522/5549dea8b4c90512488b45da/html5/thumbnails/47.jpg)
</end presentation>