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Proposal for Education Sector
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Table of Content
Purpose
What You Should Know
Digital Marketing Packages
Case Studies
13Statistics to Support Digital Marketing
Conclusion
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Our Proposition
» PHASE 1 » PHASE 2 » PHASE 3
The purpose of this marketing proposal is to give you a bit of information about Ndamee Agency and the various marketing services we offer.
Ndamee agency is an end-to-end provider of marketing services.
Whether you’re looking for a turnkey managed strategy, an independent audit, or services specific to a short- term campaign, our approach and experience are sure to be an asset.
Ndamee is a full-service marketing agency based in Craighall Park. Our in-house services include:
• Web Design & Development • Printing • Branding • Photography • Search Engine Optimization (SEO) • Social Media Management and Advertising • Pay-Per Click Campaigns (PPC) • Digital Content & Graphic Design • Landing Page Design • Web hosting • Photography & Videography• Data & Analytics
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Questions your School’s Online Presence should Answer
In a competitive market, branding is as important for a school as it is for a business. Schools that find interesting ways to communicate what it is that makes them exceptional to parents will perform better than their competitors when seeking to attract students. Of course, understanding what makes a school special is only the start.
Schools also need to communicate with parents through a consistent, well-planned marketing and communications strategy.
Most schools focus on their website as their primary marketing tool for student recruitment but in our experience, a website on its own is rarely enough. Just like businesses, schools also need to think about how they will increase the visibility of their brand online to drive traffic to their websites.
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Why does a school need a digital marketing strategy?
Do we need a website?
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It’s also worth considering how schools can use digital technologies post enrolment. Parent’s expectations are growing; they expect to receive regular updates from the school about what’s going on and how their child is progressing.
Parents also expect schools to be highly responsive to their enquiries, just like any other service provider they use. Digital technologies can play a considerable part in delivering such an experience, potentially offering a school another significant point of differentiation.
Success here requires an integrated digital marketing strategy targeted at parents looking for a school for their child. The strategy must be built on an understanding of parental and student needs when selecting a school, and it must take into account the specific purpose of each tactical element of the strategy, whether that be a website, a mobile app, or an email marketing campaign.
Once you have an understanding of your audience, an effective integrated digital strategy will bring together the school’s website with high-quality content, social media and SEO strategies to increase online visibility, raise awareness of a school, and nurture a favourable reputation.
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Will it benefit parents and students?
How will digital marketing assist us?
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Our PropositionThe Proven Methodology for Your School
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PHASE 1: ATTRACT In phase 1 we will be attracting specified strangers into becoming visitors to the website, you don’t want just anyone coming to your site. You want people who are most likely to become leads, and, ultimately, happy stakeholders.
BLOGGING Digital marketing starts with content and a blog is the single best way to attract new visitors to any website. To get found by the right prospective customers, Ndamee will create educational content that is informative.
SOCIAL MEDIASuccessful inbound marketing strategies are all about remarkable content – and social media allows you to share that valuable information, engage with your stakeholders, and put a human face on your school. Interaction on all the platforms where your ideal audience spend their time is pivotal. Ndamee will continuously create content that is current, fresh and engaging to attract visitors to your website.
CONTENT STRATEGY People begin their research process online, usually by searching to find something they have questions about. So, we as Ndamee ensure you’re showing up when and where they search. To do that, we increase your online presence with tools that help define and implement legal content strategy created by us hand in hand with your team.
HOW DO WE DO IT?
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PHASE 2: CONVERT Once we have attracted website visitors, the next step is to convert those visitors into leads.
FORMS In order for visitors to become leads, they can fill out a form and submit their information. We shall place & optimize forms to make this step of the conversion process as easy as possible.
MESSAGESYour team will be able to message your audience in real time by being able to monitor and chat with visitors on the website through the live chat tool built and installed by Ndamee. The team will chat with site visitors, connect with the right people at the right time, and make chat conversations a natural part of their research process right when they’re most engaged.
HOW WE WILL DO THIS?
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PHASE 3: CLOSEWe have attracted the right visitors and converted the right leads, now we turn them into customers.
EMAIL MARKETING When a visitor clicks on our call-to- action, fills out a landing page, or downloads our whitepaper, we will distribute an email marketing campaign according to the news & updates of the school.
A series of emails focused on useful, relevant content can build trust with a prospect and help them become readier to invest.
LEAD NURTURING Each lead should be nurtured according to their interests and lifecycle stage. Pages they’ve visited, content and whitepapers – all these indicate shifting interests. Good nurturing adapts messaging to stay relevant and makes winning new stakeholders faster.
HOW DO WE DO IT?
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DIGITAL MARKETING PACKAGE
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Creating and documenting a detailed plan for your inbound marketing and sales to help drive results around specific goals, track progress and success and prioritize which aspects of the strategy drive the best results.
SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines.
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing clients considering data such demographics, behaviour patterns, motivations, and goals.
We’ll utilise techniques that target social networks and applications to spread brand awareness and promote your services and expertise. Ndamee will achieve this through creating shareable content and advertorials, as well as cultivating customer feedback throughout campaigns by ways of surveys and competitions.
We’ll ring your team once a week or send an email to oversee operations of our implemented strategies. Having a weekly meeting is also an option.
A more evolved, targeted and direct form of traditional marketing electronic mail (email). Often associated with data mining, email marketing can be used to impact consumers in a variety of ways.
INBOUND STRATEGY AND PLANNING
SEO FOR WEBSITE AND BLOG ARTICLES
BUYER PERSONAS
SOCIAL MEDIA PUBLISHING
WEEKLY CONTENT CALL
4 CUSTOM DESIGNED EMAILS PER MONTH
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Legal content that is accurate and informative provided by Ndamee.
Creating and designing content according to buyer personas and their wants/needs.
The purpose of lead nurturing is to develop relationships with your potential customers through a communication process that guides them through the buyer’s journey.
We will employ a customer relationship management system that will assist in servicing clients and to help you in being more successful in nurturing their leads.
An offer of one of our premium services free of charge per month. Agreed to and approved between your team and ours.
1 - 3 BLOG ARTICLES PER WEEKSMART CONTENT
MAPPED TO BUYING CYCLE
Where we’d meet, discuss the previous month and changes needed to improve all aspects of the digital marketing strategy for the current and following month.
MONTHLY ANALYTICS REVIEW, STRATEGY AND GOAL SETTING MEETING
LEAD NURTURING - WORKFLOW CAMPAIGN PER MONTH
A call to action is designed to persuade a visitor to perform or encourage a certain act immediately. The call to action is intended to improve the market’s response rate to a published ad or redirect them to a landing page, which we will setup.
1 CALL TO ACTION AND LANDING PAGE PER MONTH
1 PREMIUM CONTENT OFFER PER MONTH
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STATISTICS TO SUPPORT DIGITAL MARKETING
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M1
M1
M1 - Allow student clubs to set up social media accounts using the school name
M1 - Integrate social media feeds into a school app
M1
M1
M2
M2
M2 - Integrate social media feeds into school app
M2 - Allow student clubs to set up social media accounts using school name
M2
M2
M3
M3
M3 - Monitor staff use of social media
M3 - Monito staff use of social media
M3
M3
M4
M4
M4 - Monitor student use of social media
M4 - Monitor student use of social media
2017
Private
2018
Public
M4
M4
M5
M5
M5 - Allow departmetns to set up their own social media accounts
M5 - Allow departmetns to set up their own social media accounts
M5
M5
M6
M6
M6 - Integrate social media feeds into a school website
M6 - Integrate social media feeds into a school website
M6
M6
M7
M7
M7 - Monitor mentions of the school on social media
M7 - Monitor mentions of the school on social media
M7
M7
M8
M8
M8 - Respond to comments about the school on social media
M8 - Respond to comments about the school on social media
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M8
1. School digital media marketing 2017 vs 2018
2. School social media management by sector – Private vs Public
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Head Deputy BM
BM - Business Manager
BM - Business Manager
Marketing Admin/Reg
PA/Sec No SpecificPerson
Other
3. Who is in charge of school marketing? All vs Public vs Private
All Public Private
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M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
4. School marketing development needs by year – 2018 vs 2017 vs 2016
2016 2017 2018
M1 - Marketing Strategy
M9 - Design
M2 - Social media management
M10 - Publication management
M3 - Website development
M11 - Video/photography
M4 - Market research
M12 - International recruitment
M5 - Community relationsM6 - Alumni relationsM7 - Database managementM8 - Media relations
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M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
All Schools
Public Private
5. School marketing development by sector – All schools vs Public vs Private
M1 - Marketing Strategy
M9 - Design
M2 - Social media management
M10 - Publication management
M3 - Website development
M11 - Video/photography
M4 - Market research
M12 - International recruitment
M5 - Community relationsM6 - Alumni relationsM7 - Database managementM8 - Media relations
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FB G+
FB - Facebook G+ - Google +
TW Vi
TW - Twitter Vi - Vimeo
EM Pin
EM - Email newsletter Pin - Pinterest
YT DSA
YT - YouTube DSA - Dedicated school app
OB Vine
OB - Online brochure Vine - Vine
OS SC
OS - Online survey SC - SnapChat
Li Web
Li - LinkedIn Web - Webinars
In
In - Instagram
6. School use of digital marketing tools – 2016 vs 2017 vs 2018
2016 2017 2018
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FB G+
FB - Facebook G+ - Google +
TW Vi
TW - Twitter Vi - Vimeo
EM Pin
EM - Email newsletter Pin - Pinterest
YT DSA
YT - YouTube DSA - Dedicated school app
OB Vine
OB - Online brochure Vine - Vine
OS SC
OS - Online survey SC - SnapChat
Li Web
Li - LinkedIn Web - Webinars
In
In - Instagram
7. Digital marketing tool use by type of school, 2018 – Private vs Public
Private Public
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M1 M2 M3 M4 M5 M6 M7
8. School marketing challenges – 2016 vs 2017 vs 2018
2016 2017 2018
M1 - Attracting enough students to fill available placesM2 - Differentiating my school from othersM3 - Attracting enough students to create a waiting listM4 - Fundraising to support long term developmentM5 - Rebranding as a result of a change in statusM6 - Understanding the changes in my school’s marketM7 - Launching a new product or service (ie. new age range)
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M1 M2 M3 M4 M5 M6 M7
9. School marketing challenges by school type – Private vs Public
Private Public
M1 - Attracting enough students to fill available placesM2 - Differentiating my school from othersM3 - Attracting enough students to create a waiting listM4 - Fundraising to support long term developmentM5 - Rebranding as a result of a change in statusM6 - Understanding the changes in my school’s marketM7 - Launching a new product or service (ie. new age range)
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Private 2017
Public 2017
Public 2018
Private 2018
11 000+ 10 000+
38 000+ 37 000+
10. School marketing budgets, 2017 - 2018 – Private vs Public
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CASE STUDIES
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JHB Culinary & Pastry School
JHB Culinary & Pastry School aimed to increase the number of student registrations for the 2018/2019 year. With an eye on lead generation whilst building a database and registration funnel of students, JHB Culinary & Pastry School had to improve on attract and converting students through brand awareness and lead generation.
With an increasing number of followers, engagements and traffic on all platforms including the website, JHB Culinary is now poised to have its highest number of student registrations in the 2018/2019 calendar year.
• Website design • SEO • Online marketing • Branding • Marketing research • Sales training • CRM • Content marketing • Email marketing • Live chat tool
Project Description:
Categories:
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Conclusion
We align your digital marketing strategy with your school’s overall marketing objectives. Just of a few of the area’s we can assist you with:
• Measuring the effectiveness of your current digital presence• Creating Persona Profiles to effectively target your audience online• Aligning your marketing goals with your digital advertising• Measuring the effectiveness of your current digital presence• Determining the best social platforms to promote your school• Creating a content strategy to work across all online channels• Measuring and reporting on your digital marketing efforts
Competition is only going to continue increasing in the education sector.
Therefore, don’t delay with adopting a strategic digital marketing approach for your school. If you do, you will be rewarded by successfully differentiating your institution from your competitors.
