practical principles for effective christian school marketing
DESCRIPTION
Does your school have a cost-effective marketing plan? Join Rohn Gibson, vice president of marketing at Alpha Omega Publications, as he shares practical, everyday strategies on how to increase your school’s enrollment. From traditional, print-based advertising and promotional materials to easy-to-implement email marketing campaigns, Rohn will help you create a customized marketing plan that fits your school’s needs and budget. Discover a fresh approach to reaching parents and students with state-of-the-art guidance on marketing in today’s economically-challenged environment. Whether your school is large or small, learn invaluable tips to increase word-of-mouth referrals, effectively use the Internet, identify your school’s strengths, and design a marketing plan specifically for your school.TRANSCRIPT
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Practical Principles forEffective Christian School Marketing
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What Is Marketing?
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Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and
services of others.
wikipedia.org
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Marketing is the analysis of customers, competitors, and a company, combining this understanding into an overall
understanding of what segments exist, deciding on targeting the most profitable segments, positioning your products, and then doing what's necessary to deliver on
that positioning.
marketingprofs.com
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the act of buying or selling in a market.
the total of activities involved in the transfer of goods from the producer or seller to the customer or buyer, including
advertising, shipping, storing, and selling.
dictionary.com
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Marketing is the act of getting and keeping customers.
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Marketing Plan
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Vision Mission
Core Values Objectives Strategies
Action Plans
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Vision
How will your Christian school change the world?
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To help all people live healthy lives.
Bristol-Myers Squibb Company
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We are a global family with a proud heritage passionately committed to
providing personal mobility for people around the world.
Ford Motor Company
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Changing education for the glory of God.
Alpha Omega Publications
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Mission
Why does your Christian school exist? What opportunities or needs
can you address?
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At Microsoft, we work to help people and businesses throughout the world realize their full potential. This is our mission.
Everything we do reflects this mission and the values that make it possible.
Microsoft
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To bring inspiration and innovation to every athlete in
the world.
NIKE, Inc.
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Educate, Inspire, and Change Lives
Alpha Omega Publications
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Core Values
What important principles will guide your Christian school's decision
making/actions?
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Dependable
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Innovative
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Respect
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Civic Responsibility
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Integrity Commitment Excellence Dynamic
Christian Education
Alpha Omega Publications
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Objectives
What do you need to accomplish? What will you measure?
Verb + Noun + Date = Objective
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Increase school enrollment 15% by 8/23/10
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Increase unique visitors to school website 50% by 12/31/10
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Increase student retention 10% by 8/23/10
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Strategies
How will your Christian school be built? What will make it successful over time?
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Search Engine Marketing
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Virtual School Extension
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Email Marketing
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Action Plans
What specific projects and actions will be taken this year to achieve the objective?
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Launch new website by 1/1/10
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Schedule open house for 8/31/10
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Implement email marketing program by 12/14/09
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Marketing Tools
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Analytics & Optimization
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The simplest definition of Analytics is "the science of analysis." A simple and practical
definition, however, would be how an entity (i.e., business) arrives at an optimal or realistic
decision based on existing data.
wikipedia.org
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Why?
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How?
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Google Analytics google.com/analytics
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Unique URLs
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Unique 800 Numbers
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Website
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Benefits
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Cost Effective
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Reach
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Measureable
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Keys to Success
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Clear Goals
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Relevant Content
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Call to Action
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Steps
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Domain Name
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Hosting Provider
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Sitemap
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Content Management System
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Theme
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Content
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Launch Website
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Tools
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WordPresswordpress.org
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Drupaldrupal.org
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Joomla!joomla.org
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Google Webmaster Centralgoogle.com/webmasters
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AOP School Messenger aopschools.com/blog/school-messenger
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Email Marketing
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E-mail marketing is a form of direct marketing which uses electronic mail as a means
of communicating commercial or fundraising messages to an audience.
wikipedia.org
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Steps to Success
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Develop Email Strategy
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Choose Email Service Provider
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Add Email Subscription Form to School Website
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Stay Consistent
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Resources
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AWeber aweber.com
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CampaignMonitor campaignmonitor.com
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ConstantContact constantcontact.com
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Advanced Email Marketing Jim Sterne
bit.ly/17XW0u
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The Quiet Revolution in Email Marketing
Bill Nussey
bit.ly/6Fz8c
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Permission Marketing: Turning Strangers Into
Friends And Friends Into Customers Seth Godin
bit.ly/xXZQF
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Search Engine Optimization (SEO)
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Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via
"natural" or un-paid ("organic" or "algorithmic") search results as opposed
to search engine marketing (SEM) which deals with paid inclusion.
wikipedia.org
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Pay Per Click Advertising (PPC)
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Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is
clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly
charge a fixed price per click rather than use a bidding system.
wikipedia.org
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Steps to Success
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Create Keyword List
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Create on Page SEO Template
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Create Ad Network Accounts
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Create Ads
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Run Ads
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Analyze Results & Make Adjustments
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Tools
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Google Adwords adwords.google.com
adwords.blogspot.com
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Yahoo! Advertising advertising.yahoo.com
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Microsoft adCenter adcenter.microsoft.com
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Facebook facebook.com/advertising
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HubSpot website.grader.com
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Aaron Wall seobook.com
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Social Media
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Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and
web-based technologies to transform broadcast media monologues (one to many) into social
media dialogues (many to many).
wikipedia.org
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Steps to Success
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Identify Priority Social Networks
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Create Content Syndication Strategy
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Create Facebook Fan Page
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Create Twitter Account
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Add Social Links to School Website
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Tools
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Facebook Groups
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Facebook Fan Page
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YouTube
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Tangle
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Additional Marketing Initiatives
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Open House http://bit.ly/k72hx
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Surveys
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Communication Plan
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Partnerships
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Additional Resources
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MarketingSherpa marketingsherpa.com
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eMarketer emarketer.com
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Quantcast quantcast.com
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Harvard Business Publishing harvardbusiness.org
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Stay Connected via Twitter
twitter.com/aopschools
twitter.com/rfiv
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Stay Connected via Facebook
aopschools.com/facebook
facebook.com/rohngibson
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Questions?
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Practical Principles forEffective Christian School Marketing
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Website Analysis
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Practical Principles forEffective Christian School Marketing