inbound marketing for naccap members rev 3
TRANSCRIPT
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SearchRight™
New Marketing Innovations to Support NACCAP Member
Recruitment Success
North American Coali0on for Chris0an Admissions Professionals
C. Grant & Company
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ConfidentialC. Grant & Company
Questions from the Big ChairHow can we nurture younger prospects over longer periods of 0me?
How can we beAer determine which prospects should be priori0zed for our limited 0me and resources?
How can we gain deeper intelligence on prospects to increase the effec0veness of our direct contacts?
How can we beAer integrate our recruitment marke0ng efforts across plaEorms?
How can we do apples-‐to-‐apples ROI analysis of marke0ng investments across tac0cs?
How can we consistently meet the needs of small groups of niche prospects?
How can we generate leads that aren’t captured by the same tradi0onal methods everyone else is using?
How can we increase our “touch” with top prospects without adding FTE’s?
How can we turn convert soP online behaviors such as “likes” or “shares” or “follows” into hard leads for recruitment?
How can we decrease our reliance on paid adver0sing and direct mail without losing opportuni0es?
How do we connect our web content directly with the recruitment funnel?
How do we engage adver0sing-‐adverse Millennials?
How can we apply business marke0ng trends and innova0ons to higher educa0on marke0ng?
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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.
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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
NACCAP Member
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
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ConfidentialC. Grant & Company
Inbound at Wheaton
Chris Grant teaches Digital Marke0ng at Wheaton College
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This is New.
Really.
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What We Teach Our Wheaton College Students
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
Nurturing leads requires authen0city, relevance, respect and 0me
Marke0ng automa0on has exploded marke0ng capabili0es and effec0veness
You can now measure the ROI of many marke0ng ac0vi0es
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Best Practices Move from “Guessing Better”…
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Guessing Better…
Fair: Direct Mail and Email Blasts
Good: Social Monitoring
BeAer: Predic0ve Modeling
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…To “Responding Better”
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From “Dead End Marketing”…
“We’ll target them eight 0mes. If they don’t respond by then, we move on…”
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“Dead End” Problems
The Money Runs Out
The List Gets Bloated
Diminishing Returns on Frequency
Millennial Immunity to Adver0sing
The “Spooky” Problem with Retarge0ng
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To “Perpetual Marketing”
“We’ll be there whenever they take an ac0on that signals interest: One week, one month, one year, three years from now….”
(and it doesn’t cost more)
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What If…
…you could reach prospec0ve students other schools haven’t priori0zed (specialized, younger, etc)?
…you could automate contacts in high schoolers’ junior and senior years un0l they contact admissions?
…you could understand “ghost” applicants—those who called and applied but didn’t fill out forms?
…you could use data to determine popularity of majors or programs within specific student segments?
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What If……you could use behavioral targe0ng (e.g. ac0ons versus “opens”) for remarke0ng?
…you could give points of entry to your school apart from only admissions office contacts?
…you could create truly individualized, one-‐to-‐one marke0ng programs based on prospect interests and behaviors?
…your could integrate all school content—blogs, social, email, and premium content—into the same plaEorm with a common dashboard and metrics?
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Real-World Search
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Ways Parents and Students Search
Queries related to:
How to’s
Why?
Problems
Comparisons
Reviews/Guides
Best of’s
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ConfidentialC. Grant & Company
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ConfidentialC. Grant & Company
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The List Goes On
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Analysis
NACCAP Member’s website, 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
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Student Data
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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.
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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
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$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.
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Inbound Marketing is based on the way students make decisions today
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Inbound Marketing Funnel
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Step 1: Create Content to Generate Leads
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Step 2: Convert Website Traffic
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Step 3: Drive Students to Landing Pages Catch Students Earlier in the Process and Grow Your Database of Prospects
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Step 4: Nurture Prospects Through the Application Process
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The Proven Idea (Not Rocket Science)
Consistently pos0ng relevant content
across plaEorms on the web
generates more and different qualified prospects
than tradi0onal marke0ng
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Most Schools Market Like This
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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
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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
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NACCAP Member Inbound Campaign Flowchart
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Customer and Prospect Management
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Integrated Email and List Management
Message customiza0on including keywords and behavior
BeAer email segmenta0on capabili0es through custom lists
BeAer tracking and integra0on with other promo0onal ac0vi0es
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Integrated Email and List Management
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Capturing Data from Forms
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Comprehensive Lead Activity Tracking
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Workflow Automation
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Marketing Summary
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Marketing ROI
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What We Provide
Campaign strategies/workflows
Team management
Content development/coordina0on
PPC/Digital Ad Support
Recruiter intelligence
Analy0cs/repor0ng
Help desk/tech support
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This is a Big IdeaAn Inbound Program makes sense 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
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Why CGC?
We’re aligned with the mission of Chris0an Higher Educa0on
We are Chris0an college 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 plaEorms and digital marke0ng
We love this stuff!