Marketingwith Student Manager

An ACEware Webinar

Today’s Agenda What is marketing? – A Primer Tracking and Source Codes Interest and Subject Codes

Demographic details Reporting – Letting the codes talk to us

History - trends, patterns Knowing thy Customer - analytics Targeting -

Targeting Promotion Using Query tools to identify students Email – Duh!

Evaluation – Tracking – Grading our efforts Additional Resources

Marketing is a societal process that is needed to discern consumers' wants; focusing on a product or service to those wants, and to mold the consumers toward the products/services.

According to Wikipedia

Marketing is fundamental to any businesses growth.

The right productAt the right timeIn the right placeTo the right peopleAt a price they are willing to pay

In Short . . .

Sexy Full Color brochures Email with HTML Foo Foo Dancing chipmunk web sites

Marketing is not . . .

For Example . . .

"If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing.

If the young man tells his date how handsome, smart and successful he is -- that's advertising.

If someone else tells the young woman how handsome, smart and successful her date is -- that's public relations."

S.H. Simmons

Just in time for Valentine’s Day

To do this . . .

You need to focus on Designing and implementing Codes Knowing your customer Build Coding Systems to fit Evaluating course performance

Report, analyze, study Step Outside your box…

Tracking with Student Manager

Subject Codes Interest Codes Promotions Demographic Data Historical Data

CODING: Name Screen

SourceOccupation

& OrganizationCodes

CODING: Name Screen

Make note of a customer’s interest

code to help determine future

courses

CODING: Course ScreenAnyone who registers for Belly Dancing will receive the Interest

Code “Dance” because it is listed as the subject code of

the course

CODING: Course Screen

Department Code can also be a useful marketing query

Don’t Forget Location!

(Real Estate)

CODING: Registration Screen

Tracking codes determine how the student located the

course

For Instance… Promotion Tracking

Belly Dancing Email Newspaper Ad Quarterly Catalog Posters Radio Spot

When the registrations come in, how do you know which method was most effective?

In Student Manager you use

Tracking Codes

Statistical Report - Tracking

Running a built-in report under statistics shows the following:

Reports / Statistics / Tracking Codes, Query by Course

Statistical Report

When the report is run by tracking code and not by course

Statistical Report

Running a built-in report under statistics shows the following:

Our best methods of marketing were email and the

radio ad

Reports Marketers should know . .

Reports / Statistics / Demographics Reports / Statistics / Tracking Codes Past Course Performance

Prior Year Growth (Deadbeat)

Demographic Summary (Statistics / Names)

Course Data Summary (Statistics / Course)

Life History & Half Life (Deadbeat / Additional)

First Time Course Enrollee (Deadbeat / Additional)

Statistics – Names - Demographics

Looking at all names in the database

Statistics / Names / Demographic

SummaryAll names

By Tracking Code

How are my courses doing?

By location: Statistics / Course / Course Data SummaryThis report is run by Location, but can

Also be run by Subject Code,Day of Class, Instructor, etc.

Past Course Performance

Want to find your “Top 10”

Best performing courses by enrollment?

Reports / Statistics / Course /

Performance Review (by enrollment)

Past Course Performance / Top 10

And of course it can be run by income,

CEU’s or hours generated

Past Course Performance

Compare your courses to the previous Month, Quarter,Term, or Year in the Deadbeat area (Alt +D)

Under additional reports – Prior Growth

Compared by year

Predicting what might interest students

Looking at all names we can see that Computers & Management are areas of interest

Statistics / Names /Demographic

SummaryBy

Interest Code

Customer Life History

Run by year (optionally by quarter) Life History shows you how long your customers have been customers

Deadbeat area (Alt + D)Additional Reports

Life History

Knowing what we know…

How to get the Goods to the People Queries ( Review Building Query Webinars )

Send Snail Mail Send Email Blasts ( In a future webinar )

Stepping Outside the Box

Other Resources to help you Market Fees do apply

CASS Certified Data

Export Name records to be CASS certified, (corrections then imported back into Student Manager)Labels and Letters is an ACEware Approved Vendor( See Web site – Partners/Links )

Geodemographic marketing

Classification of neighborhoods according to lifestyle and demographic data

Cluster system of marketing Addressable, marketable targets Aaron Donsky – is the expert here

Higheredmarketing@gmail.com

Geographic Mapping or Plotting

Third Party Software BusinessMAP – From ESRI MapInfo

Summary Marketing - 1 % Inspiration – 99% Perspiration Coding Rocks!

Tracking and Source Codes Interest and Subject Codes Demographic details

Reporting – Listening to the codes Evaluation – Tracking – Grading our efforts History - trends, patterns Knowing thy Customer - analytics

Targeting Promotion Using Query tools to identify students Email

Additional Resources

Questions??

Please submit questions via the Question/Answer box on the webinar toolbar

Upcoming Webinars: Reporting Aesthetics February 14th 2 PM CST Course Construction - Coordinators Febuary 22nd 1 PM CST