building a digital marketing strategy to attract post- traditional...

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BuildingaDigitalMarketingStrategytoAttractPost-TraditionalStudents

BruceDouglas,CEOEducationDynamics CALEM – 4/6/17


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


CreateYourValuePropositionforPost-TraditionalStudents

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KnowHowtoDistinguishYourSchoolWithYourTargetAudience

• Whatdoyouoffertoyourtargetaudience?

• Doesthismeettheirneeds?

• Isthisuniqueanddistinctfromyourcompetition?

• Canyoueasilyarticulateittoyourtargetaudience?

• Whatisthebestmeansofarticulatingit?


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


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


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..


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


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


Television– ShiftingConsumerConsumption

• Netflix• Hulu• AppleTV• Chromecast• YouTube• AmazonPrime• HBONow

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MobileDevicesandWebEnabledTelevisionsareRapidlyShiftingHowPeopleConsume“Television”


MobileMarketingImplications

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YouCanNotTrulySucceedWithoutMobileMarketing

• 51.2%ofWebsiteVisitsAreOnaMobileDevice• EveryAspectofYourSites,IncludingYourForms,MustBeMobileOptimized,PreferablyBuiltSpecificallyforMobile


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


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


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)

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