private school online marketing campaign
DESCRIPTION
The internet has changed how students and families search for and choose a school. Now more than ever, a strong online brand is crucial to your private school marketing plan – and that includes your web site, social media, advertising and tracking. A savvy online presence not only increases your school's exposure, it gives you more return on investment. This presentation will tell you where to start, what to include, and how to make your online marketing campaign successful. [The Association of Boarding Schools TABS Conference, December 2013, Presented by Agnes Stawicki, Our Kids Media]TRANSCRIPT
Building an Online Marketing CampaignAgnes Stawicki
#mktgacademy @mktgacademy
www.ourkidsmedia.com
www.ourkidsmedia.com
Source: Hubspot.comwww.ourkidsmedia.com
Information overloadThere are 2.69 billion web pages worldwide.
100 hours of video are uploaded to YouTube every minute.
200 million active twitter users, 400 million tweets sent daily.
Every 2 days we create as much information as we did from dawn until 2003.
Sources: Eric, Schmidt, former Google CEO, Twitter, WorldWideWebSize.com,
ContentMarketing trends
Mistakes
Strategy
Tools & Tactics
Case Study
Summary
www.ourkidsmedia.com
Marketing trends
Where are we headed
The art of telling a story to a consumer that they want to hear that lets them persuade themselves that they want to buy something.
- Seth Godin
www.ourkidsmedia.com
Trends2013 2014
Digital shift of Gen X & Y Mobile & Social
Access to data Integration of data (CRM)
Focus on experience Focus on engagement
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Before you start:
1. Make sure your website is functional and professional.
2. Install an analytics program.
www.ourkidsmedia.com
Online Marketing Strategy
Industry research
Keyword identification
Search engine optimization
Online advertising
Goal conversion optimization
Sales nurture campaigns
Social media engagement
Tracking & refinement
Who is involved in each step?
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MistakesStrategy before tactics
What could go wrong?Lost Traffic
No call to action No conversion rate tracking
Forgotten Leads No follow-up/nurture campaigns No planned re-introductions
Before you start:
1. Make sure your website is functional and professional.
2. Install an analytics program.
www.ourkidsmedia.com
StrategyYour roadmap
Six step marketing plan1. Identify your goals
2. Determine where your audience is
3. Choose your target media outlets
4. Map out your customer lifecycle
5. Create ad content
6. Monitor conversions (what works)
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1. GoalsFocus on each goal separately
Identify main and secondary goals
Map out how goals work together or feed each other
Request brochure Attend open house Submit application Schedule interview Acceptance
www.ourkidsmedia.com
2. Choose your mediaWhere do your customers spend time online?
How do they research?
What organizations can you partner with to reach them?
What results do you expect from your investment? (time or money, be realistic)
Consider: Total reach, target reach, cost per impression, traffic, quality of leads
www.ourkidsmedia.com
2. Choose your online mediaType Function
Your website Digital home for your business
Directories Target audience, generate quality leads, good for SEO
Display Ads Branding, awareness, time sensitive campaigns
Search Target audience, quick traffic, possible high bounce rate
Remarketing Nurture a lead, re-engage
Social Word of mouth, engagement, 2-way communication
www.ourkidsmedia.com
3. Customer lifecycleAttract traffic: websites, social, seo, ppc, events,
forums…
Capture leads: call to action, downloads…
Nurture prospects: email, newsletters, follow-ups
Deliver: over deliver on expectations
Ask for referrals: encourage word of mouth marketing
www.ourkidsmedia.com
Map it out
4. ContentFocus on one thing
Emphasis the ‘benefits’ you are selling, not the product. Speak to their ‘passion’
Include a clear call to action
Make sure it’s campaignable
Consider the medium and environment
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5. MonitorDetermine what you want to measure (traffic,
leads, downloads…)
Implement tracking codes for each stage
Monitor daily/weekly/monthly and modify what isn’t working
Conversion Rate: What percentage of people completed your intended action
www.ourkidsmedia.com
No linear path
Tools & TacticsThe fun stuff
Online
Offline
Website
Where should you be?
Tool Great for
Directories SEO, credibility, leads
Banner Ads Branding, awareness
Search Recognition, leads
Remarketing (search) Reminders
Website Business, Conversions
Email Nurture prospects
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Where should you be?
Tool Great for
Facebook Your community
Twitter Position you as expert
LinkedIn Grow your professional network
Google+ SEO
YouTube, vimeo Build your brand
Blogs Share knowledge
Forums Be the solution
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What’s a click worth?
Gain insight from:
Time on site
Pages/visit
Page flow
Bounce rate
Case Study
Private School ExpoTarget market: middle to upper income parents looking for
private school
Media buy: Online, SEO, PPC, print, radio, email, direct, forums, blogs, social
Call to action: Download your 50% off admission voucher
Follow-up: email + social
Deliver: schools, information seminars, education consultants
www.ourkidsmedia.com
Example: Expo Marketing
Register
Social
Search (seo, ppc)
PR
Radio
Direct
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Use consistent imagery & messaging
Private School Expo Results
48% increase in registrations
20% increase in attendance
810 leads generated by social shares with 20% conversion
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Use consistent imagery & messaging
Track what’s working
Plan
ExecuteMonitor
Modify
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Summary#mktgacademy
6 Key take-aways
1. Go to where your audience is.
2. Offline advertising drives online search and discussion.
3. First impressions matter. 78 % of sales are won by the first company that responds.
4. More traffic doesn’t always equal more sales. Quality plus quantity! Look at your bounce rate.
5. Do more with less. Improve conversion rates on your existing traffic.
6. There’s always room for improvement. Plan, execute, monitor, modify.
www.ourkidsmedia.com
Integrate your marketing to produce the strongest results www.ourkidsmedia.com
Questions?Agnes Stawicki, [email protected]
@ourkidsnet @MktgAcadmeywww.ourkidsmedia.com