Download - 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.
ConfidentialC. Grant & Company
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
ConfidentialC. Grant & Company
“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
ConfidentialC. Grant & Company
“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
ConfidentialC. Grant & Company
“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
ConfidentialC. Grant & Company
We teach too!
Chris Grant teaches Digital Marke0ng at Wheaton College
ConfidentialC. Grant & Company
This is New.
Really.
ConfidentialC. Grant & Company
Discussion Agenda
Three Momentum Killers
NACCAP Member Current Search Status
Inbound Marke0ng Overview
Marke0ng Automa0on
Recommenda0ons
ConfidentialC. Grant & Company
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
ConfidentialC. Grant & Company
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?
ConfidentialC. Grant & Company
Don’t Let Others Speak for You
ConfidentialC. Grant & Company
Reduce Marketing that Has an End Point
ConfidentialC. Grant & Company
Don’t Make Prospects Wait for You
ConfidentialC. Grant & Company
Real-World Search
ConfidentialC. Grant & Company
Ways Parents and Students Search
Queries related to:
How to’s
Why?
Problems
Comparisons
Reviews/Guides
Best of’s
ConfidentialC. Grant & Company
ConfidentialC. Grant & Company
ConfidentialC. Grant & Company
ConfidentialC. Grant & Company
ConfidentialC. Grant & Company
ConfidentialC. Grant & Company
The List Goes On
ConfidentialC. Grant & Company
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
ConfidentialC. Grant & Company
Student Data
ConfidentialC. Grant & Company
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.
ConfidentialC. Grant & Company
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
ConfidentialC. Grant & Company
$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.
ConfidentialC. Grant & Company
Inbound Marketing is based on the way students make decisions today
ConfidentialC. Grant & Company
Inbound Marketing Funnel
ConfidentialC. Grant & Company
Step 1: Create Content to Generate Leads
ConfidentialC. Grant & Company
Step 2: Convert Website Traffic
ConfidentialC. Grant & Company
“Apply Now” Is Not Enough
ConfidentialC. Grant & Company
Provide Conversion Opportunities for Students Who Are Still Researching Programs
ConfidentialC. Grant & Company
Step 3: Drive Students to Landing Pages Catch Students Earlier in the Process and Grow Your Database of Prospects
ConfidentialC. Grant & Company
Step 4: Nurture Prospects Through the Application Process
ConfidentialC. Grant & Company
ConfidentialC. Grant & Company
The Proven Idea (Not Rocket Science)
Consistently pos0ng relevant content
across pladorms on the web
generates more and different qualified prospects
than tradi0onal marke0ng
ConfidentialC. Grant & Company
Most Schools Market Like This
ConfidentialC. Grant & Company
New Marketing Platform
Landing Pages
11ALL-‐IN-‐ONE Text goes here
Text goes here
Text goes here
Social MediaBlog/
Content Creation
Email & Lead
Nurturing
SEO
Marketing Analytics
Marketing Automation
Platform simplifies marketing by pulling together
everything needed grow enrollment
ConfidentialC. Grant & Company
Our Partner
11TEXT GOES HERE
Text goes here
Funded Sequoia Capital, Google Ventures & Salesforce
Text goes here
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
ConfidentialC. Grant & Company
ConfidentialC. Grant & Company
NACCAP Member Inbound Campaign Flowchart
ConfidentialC. Grant & Company
Customer and Prospect Management
ConfidentialC. Grant & Company
Integrated Email and List Management
Message customiza0on
Beser email segmenta0on capabili0es
Beser tracking and integra0on with other promo0onal ac0vi0es
ConfidentialC. Grant & Company
Integrated Email and List Management
ConfidentialC. Grant & Company
Capturing Data from Forms
ConfidentialC. Grant & Company
Comprehensive Lead Activity Tracking
ConfidentialC. Grant & Company
Workflow Automation
ConfidentialC. Grant & Company
Marketing Summary
ConfidentialC. Grant & Company
Marketing ROI
ConfidentialC. Grant & Company
What We Provide
Campaign strategies/workflows
Team management
Content development/coordina0on
PPC/Digital Ad Support
Recruiter intelligence
Analy0cs/repor0ng
Help desk/tech support
ConfidentialC. Grant & Company
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
ConfidentialC. Grant & Company
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!
ConfidentialC. Grant & Company
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