building a digital marketing strategy to attract post...
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CONFIDENTIALINFORMATIONOFEDUCATIONDYNAMICS,LLCCONFIDENTIALINFORMATIONOFEDUCATIONDYNAMICS,LLC
BuildingaDigitalMarketingStrategytoAttractPost-TraditionalStudents
BruceDouglas,CEOEducationDynamics AustinShowcase– 2/16/17
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LayingtheGroundworkForYourMarketingPlantoAttract
Post-TraditionalStudents
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TargetAudience– Post-TraditionalStudentsKnowKeyFactsAboutYourTargetAudience
• MarketSize – 40%ofallstudentsenrolledinhighered
• Sex – majorityarefemale,almost70%
• Age – range19-54,averageundergradis29,gradis33
• Family – morelikelytobesingle,havefewerchildren
• Race – cross-section,butmajorityarenon-minority
• WorkStatus– majorityholdeitherfullorpart-timejobs
• Pre-ExistingCredits– about80%havealready
• FinancialStatus– independentfromparents,needaid
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FocusonWhatisImportanttoPost-TraditionalStudents
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KnowWhatDrives/MotivatesYourTargetAudience• HowLookingtoStudy?– increasinglypreferonlinelearning,
90%rateonlineclassesbetterorthesameascampusclass
• WhyLookingtoStudy? – improve/changeemployment
• WhatCrucialPost-Graduation?– highjobplacementrate
• WhatAreCrucialEnrollmentDecisionFactors?– Tuition,reputation&convenience
• FeaturesofOnlineClasses?– 82%preferwrittenvs.audioassignments,78%preferfrequentshortquizzesvs.lessfrequentexams,59%preferassignmentsdueattheendoftheweek
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CreateYourValuePropositionforPost-TraditionalStudents
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KnowHowtoDistinguishYourSchoolWithYourTargetAudience
• Whatdoyouoffertoyourtargetaudience?
• Doesthismeettheirneeds?
• Isthisuniqueanddistinctfromyourcompetition?
• Canyoueasilyarticulateittoyourtargetaudience?
• Whatisthebestmeansofarticulatingit?
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WhyItIsCriticaltoUtilizeMultipleDigitalMarketing
Channels
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SearchEngineOptimization(SEO/OrganicSearch)
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TheProcessofEarningTraffictoYourWebsite
Through“Natural”or“Free”SearchResultsonGoogle,Yahoo,Bing,andOtherSearch
Engines
ofAllSearchClicksareto
OrganicSearchResults,
33%ofWhichGoTothe#1Result
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SEO– TheFourEssential“Legs”toSuccess
ToSucceed,DeliveronEachCriticalArea
• Excellent/RelevantSiteContent– both“HeadTerms”AND“LongTail”SearchPhrases/Keywords
• ASiteThatCanEasilyBe “Found”bySearchEngines–GreatTechnicalSiteStructure
• ExtensiveLinkstoHighlyReputableSites
• AComprehensivePresenceonSocialMedia
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SEO– ProsandCons
• Pros• NoDirectCost• VeryTargetedTraffic• HighConverting• MoreTrust-Worthythan“Ads”• CreatesanAuraofAuthority
• Cons• ItTakesTime(6-12+months)• NoGuaranteesofSuccess• MustBeContinuallyUpdated/Optimized
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SearchEngineMarketing(SEM)/PaidSearch
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TheProcessofGainingWebsiteTrafficbyPurchasingAdsonSearchEngines
ofallSearchClicksaretoPaidAds
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PaidSearch– ProsandCons
• Pros• HighIntention&TargetedTraffic• QuickResults• ConsistentTraffic• EasilyTrackableandMeasurable• HugeVolumePotential• EasyToA/BTest• OnlyPayIfConsumerClicksonAd
• Cons• TimeConsumingtoSetUpandManage• CanbeVeryCostly• CanbeVeryCompetitive
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DisplayandSocialAdvertising
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Graphical Advertising/Video ThatAppearsNexttoContentonWebPages,MobileApplications,E-mail..
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DisplayandSocial– ProsandCons
• Pros• HugeReach• BuildsBrands• LowerCostPerClickThanPaidSearch• RemarketingofWebsiteVisitors• EasytoTrackandMeasure• TargetablebyDemographics
• Cons• LowerConversionRatesThanPaidSearch• LittletoNoIntent,LikelyLowerQualityTraffic• HigherRisk;UsuallyPurchasedasCPM(cost/thousand)
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AffiliateMarketing
Performance-BasedMarketingWhereAnInstitutionCompensatesa3rd PartyMarketingCompanyForEachInquiryGeneratedbytheAffiliate’sMarketingEfforts
PayPerActionTypesPayPerLeadPayPerInquiryPayPerClickPayPerSale
PayPerDownloadPayPerCall
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UserisTrackedandLabeledasaSuccessfulConversion!
UsersubmitsRFI
UserClicksOn
Ad
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AffiliateShowsAd
onWebsite
AffiliateMarketing– PartnerTypes
1. TrafficSenttoSchoolandConversion
HappensonSchoolSite
2. EntireConsumerInteractionTakesPlaceonAffiliateSiteandConversionSentto
School
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AffiliateMarketing– ProsandCons
• Pros• NoUpfrontMarketingExpenditures• OnlyPayonDesiredResults• EasytoOutsource• AdditionalBrandExposure
• Cons• AffiliatesMustBeActivelyManagedand
MetricsTracedVeryClosely• “Rogue”AffiliatesCanDamageBrandand
IncreaseLiability
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Television
• VeryLargeReach
• FrequencyisCritical
• EssentialforBranding
• TargetingisCrucial
• LiftsEffectivenessofOtherMarketingChannels
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NoMarketingChannelisMoreEffectiveinDrivingAwarenessandImprovingBranding
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Television– ShiftingConsumerConsumption
• Netflix• Hulu• AppleTV• Chromecast• YouTube• AmazonPrime• HBONow
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MobileDevicesandWebEnabledTelevisionsareRapidlyShiftingHowPeopleConsume“Television”
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MobileMarketingImplications
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YouCanNotTrulySucceedWithoutMobileMarketing
• 51.2%ofWebsiteVisitsAreOnaMobileDevice• EveryAspectofYourSites,IncludingYourForms,MustBeMobileOptimized,PreferablyBuiltSpecificallyforMobile
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OtherBrandDrivenChannels
UtilizeNumerousMarketingChannelsIfYouCanDoSoCostEffectively
• Radio – traditionalandinternet
• Print – newspapers,magazines,freestandinginserts…
• Outdoor/Billboards – includingtransit
• Sponsorships– sports,charities…
• EventMarketing– actualpresenceatevents
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Television/Branding– ProsandCons
• Pros• ReinforcesOtherMarketingChannels• ReachesWideAudienceVeryQuickly• CreatesBranding&GrowsAwareness• UsesSight,SoundandMotion• HighConvertingandWellQualifiedAudience
• Cons• CanBeVeryExpensive• DifficulttoDoCleanA/BTesting,TakesTimetoMakeChanges• DifficulttoTrackResultsForEachSpotRun• TakesTimetoGetDesiredResults
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E-MailMarketing
E-MailHAStoBePartofEveryone’sMarketingMix
• ConsumersPurchaseFromE-Mail– 44%ofadults
• PersonalizedE-MailisMoreEffective– 29%higheropenrates,and41%higherclick-thrurates
• ROIisVeryHigh– forevery$1spentonemailmarketing,theaveragereturnoninvestmentis$38.43
• MarketersLoveE-Mail– 75%believemosteffectivetacticforawareness,acquisition,conversion,andretention
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E-MailMarketing– ProsandCons
• Pros• EasttoTrackResults• EasytoTest• FurtherEstablishesBrandAwareness• VeryLowCost• EasytoProduceandPersonalizeandTarget• CanMessageManyProspectswithSameMessageatSameTime
• Cons• HeavyConsumerIn-BoxClutter• LowOpenandClick-ThruRates• UnsubscribeRatesareIncreasing
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TestingandProperlyMeasuringAllResultsAreCriticaltoOptimizingYourMarketing
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TheImportanceofTesting
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Test,TestSomeMore,ThenKeepGoing!!
• WhyIsItCriticalToTest?– providesquick,measurable results
• WhatisA/BSplitTesting?– everyothersitevisitorseesyourcurrentexperience(“A”)v.whatyouaretesting(“B”)
• WhatDoITest?– copy,creative,positioning…callstoaction!
• HowOftenDoITest?– asoftenasyoucan,solongasresultsarestatisticallysignificant
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MeasuringSuccess– ConversionRates
DefineWhatConversionMetricsareImportanttoYou
• WebsiteConversionRates=Leads/Visits
• ApplicationConversionRates=Applications/Leads
• EnrollmentConversionRates=Enrollments/Applications
• StartConversionRates=Starts/Enrollments
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MeasuringSuccess– RevenueStatistics
RevenueperStudent(RPS)
$500perCreditX
40CreditHoursperStudent
=$20,000RevenueperStudent
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RevenueperSiteVisit(RPV)
$400,000NetRevenue/
10,000MonthlySiteVisits
=$40RevenueperSiteVisit
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MeasuringSuccess– CostMetrics
CPSv.CostPerLead(CPL)
$45,000MarketingSpend/1,000LeadsGenerated=$45
CPL
1%ofLeadsBecomeStarts=10Students
=$45,000/10Students=$4,500CPS
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CostPerStart(CPS)
• DefineYourOverallCPSTarget(e.g.$3,500)
• DefineYourPaidMediaCPSTarget(e.g.$4,500;takesintoaccountXvolumeoffreestartsfromSEO)