inbound marketing for naccap schools

SearchRight™

New Marketing Innovations to Support NACCAP

Recruitment Success

North American Coali0on for Chris0an Admissions Professionals

C. Grant & Company

ConfidentialC. Grant & Company

C. Grant & Company is a Chicago-‐area marke0ng firm focused on serving the faith-‐based educa0on and

nonprofit markets.

We are the only firm that is both a Hubspot Cer0fied Partner and a member of NACCAP.

We believe in the mission of Chris0an higher educa0on and the power of inbound marke0ng

to build momentum and accelerate success.


Our ClientsWheaton College

Thomas Nelson Publishers

Zondervan

Willow Creek Associa0on

Raging Waves Waterpark

SpringHill Camps

Leadership Network

Covenant College

Mount Hermon Camps and Conferences

Faulkner University

Indiana Wesleyan University

Center for Student Missions

ServiceMaster

Wheaton Chris0an Grammar School

Aramark

Messiah College

York College

Tyndale House Publishers

TruGreen

Forest Home

Baker Publishing

Muskoka Woods

City of West Chicago, IL

John Brown University

Pine Cove

Redeemer Church/NYC

Sandy Cove

Kanakuk Kamps

LeaderTreks

Palm Beach Atlan0c University

Wheaton Academy

Moody Publishing

Associated Agencies

Wheaton Academy


“We were very pleased with the work C. Grant & Company did for Messiah College. They've got a rare combina0on of understanding Chris0an higher educa0on and having strong general market exper0se in marke0ng and social media. They brought a fresh approach and new thinking that has helped us move ahead in some important college ini0a0ves. I am happy to recommend their services.”

Dr. Kim Phipps President, Messiah College


“C. Grant and Company provided very helpful consul0ng work for JBU. They helped us strategize and develop new approaches for some key areas in our student recruitment marke0ng program. This translated to increased yield. We were able to implement a number of other ideas that had very posi0ve effects in our results.

They are experts in this field.”

Don Crandall, Vice President for Enrollment Management, John Brown University


“We found C. Grant & Company to be highly professional and thorough in their work for us. They seemed to truly have the University’s best interest at heart for the long term, rather than simply wan0ng to sell us a product and move on.

We con0nue to value our rela0onship with C. Grant and recommend them without reserva0on.”

Louis Park

Web Manager, Palm Beach Atlan0c University


We teach too!

Chris Grant teaches Digital Marke0ng at Wheaton College


This is New.

Really.


Discussion Agenda

Three Momentum Killers

NACCAP Member Current Search Status

Inbound Marke0ng Overview

Marke0ng Automa0on

Recommenda0ons


What I Teach My Wheaton College Students

Content (inbound) marke0ng is drama0cally more effec0ve than tradi0onal promo0on

Prospects will seek you out if you provide something they value when they are in the market

Marke0ng automa0on has exploded marke0ng capabili0es and effec0veness

You can now measure the ROI of many marke0ng ac0vi0es


What If…

…NACCAP members directly influenced the way prospects and parents learned about Chris0an higher educa0on?

…parents and prospects voluntarily gave deep contact informa0on to NACCAP members for use by recruiters?

…follow ups for organic and paid online leads were automated through the recruitment funnel?

…all school content—blogs, social, email, and premium content—were integrated into the same pladorm with a common dashboard?


Don’t Let Others Speak for You


Reduce Marketing that Has an End Point


Don’t Make Prospects Wait for You


Real-World Search


Ways Parents and Students Search

Queries related to:

How to’s

Why?

Problems

Comparisons

Reviews/Guides

Best of’s


The List Goes On


Analysis

NACCAP member websites, content, or Adwords do not regularly appear with targeted “long-‐tail” college search-‐related terms

Schools relies on low-‐credibility content sources to make their case online

Regent and Liberty adver0se aggressively and appear in some organic search results; an inconsistent mix of schools appear


Student Data


There are few ins0tu0ons in

Chris0an educa0on that lead in

providing relevant content to address college-‐ and online-‐

related search terms, especially in

some of the dis0nc0ve programs at NACCAP member

schools.


OpportunityInbound Marke0ng is the marriage of search, content, and technology

You pull prospects to the website with relevant content in your voice and that they request

You earn permission to market to them and start them in a recruitment cycle where they’re nurtured over 0me

Technology allows for data capture and relevant interac0ons at each stage of the college choice journey

Coordinated mul0-‐channel marke0ng means you reach people where they already are and when they express need

All content types are integrated into workflows with a single dashboard for metrics


$15,000 NACCAP Innovation Grants

The benefits of Inbound Marke0ng are so significant to recruitment success that NACCAP is providing $15,000 Innova0on Grants.

Limited number of schools. Talk to NACCAP for more informa:on.


Inbound Marketing is based on the way students make decisions today


Inbound Marketing Funnel


Step 1: Create Content to Generate Leads


Step 2: Convert Website Traffic


“Apply Now” Is Not Enough


Provide Conversion Opportunities for Students Who Are Still Researching Programs


Step 3: Drive Students to Landing Pages Catch Students Earlier in the Process and Grow Your Database of Prospects


Step 4: Nurture Prospects Through the Application Process


The Proven Idea (Not Rocket Science)

Consistently pos0ng relevant content

across pladorms on the web

generates more and different qualified prospects

than tradi0onal marke0ng


Most Schools Market Like This


New Marketing Platform

Landing Pages

11ALL-‐IN-‐ONE Text goes here

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Social MediaBlog/

Content Creation

Email & Lead

Nurturing

SEO

Marketing Analytics

Marketing Automation

Platform simplifies marketing by pulling together

everything needed grow enrollment


Our Partner

11TEXT GOES HERE

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Funded Sequoia Capital, Google Ventures & Salesforce

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Founded by MIT Sloan Graduates

5,600 customers worldwide

HubSpot growth rate of

6015%

Average HubSpot customer

lead growth: 32%

Over three years

Inc. 500 #2 fastest growing software company #33 fastest growing company overall


NACCAP Member Inbound Campaign Flowchart


Customer and Prospect Management


Integrated Email and List Management

Message customiza0on

Beser email segmenta0on capabili0es

Beser tracking and integra0on with other promo0onal ac0vi0es


Integrated Email and List Management


Capturing Data from Forms


Comprehensive Lead Activity Tracking


Workflow Automation


Marketing Summary


Marketing ROI


What We Provide

Campaign strategies/workflows

Team management

Content development/coordina0on

PPC/Digital Ad Support

Recruiter intelligence

Analy0cs/repor0ng

Help desk/tech support


This is a Big IdeaAn Inbound Program makes sense for your school if…

…it is designed to solve specific recruitment issues and opportuni0es

…it complements current recruitment efforts

…it can be funded by replacing less produc0ve efforts

…it drives new thinking about recruitment marke0ng

…it uses automa0on for many ac0vi0es, limi0ng new FTE’s


Why CGC?

We’re aligned with the mission of Chris0an Higher Educa0on

We are Chris0an university graduates, parents, donors, and faculty

We have worked with many leading schools in the Chris0an Higher Ed

We know marke0ng best prac0ces across industries

We have a broad range of problem-‐solving tools, including marke0ng automa0on pladorms and digital marke0ng

We love this stuff!


Next Steps

High-‐level pladorm review with Hubspot

Internal discussion between communica0ons, marke0ng, and enrollment management groups

Defini0ons for success

Planning (0me frame, budget, staff, process)

Other


Thank You

[email protected]

inbound marketing for naccap schools

Documents

grant company c

grant company wefoundc

kimphipps president

louispark webmanager