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10 Ways to Market Your School

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How should you get the word out about your school? Search doesn’t seem to work. Social posts don’t get shared. Emails don’t get opened. So what does work? And why do other schools get more applicants? Join us as we show you the most effective ways to market your school and how to analyze the competition. This session will give you easy-to-implement best practices to take your marketing to the next level. (Bonus! Get a must-have checklist of the best marketing tools every school needs.)

Publicada em: Educação
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10 Ways to Market Your School

  1. 1. 10 Easy (and Inexpensive) Ways to Market Your School
  2. 2. #Noodle4Educators MEET TODAY’S NOODLE TEAM Sheryl Simonitis VP, Consumer Marketing @ssimonitis Grace Daley VP, Provider Marketing @
  3. 3. #Noodle4Educators helps parents and students make better education decisions.
  4. 4. #Noodle4Educators HELP CONNECT LEARNERS TO THE RIGHT SCHOOLS
  5. 5. #Noodle4Educators 9 in 10 They Begin with an Open Mind of education researchers don’t know which school they want to attend as they initiate their journey.
  6. 6. #Noodle4Educators CLAIM YOUR PROFILE
  7. 7. #Noodle4Educators 1. WHAT PARENTS LOOK FOR IN SCHOOLS Most important reason for choosing a private school for my child Response Percent Better education 28.2% Religious education 28.1% Better learning environment 10.9% Improved student safety 7.0% Smaller class sizes 4.4% Better preparation for college 4.2% More attention to unique needs of my child 4.1% More individual attention to my child 3.3% Other 3.1% Better school discipline 2.1% Greater sense of community 1.1% Better teachers 0.8% Other students would be a better influence on my child 0.7% More responsive administrators and teachers 0.5% Other parents would be more concerns about their children’s education 0.4% More tutorial and other supplemental learning services than at a public school 0.4%
  8. 8. #Noodle4Educators • Who they are • How they found you • Why you • All in one: client heart beat, qualtrics • Long-form: surveymonkey, surveygizmo • On your website: qualaroo 2. REACHING YOUR CUSTOMERS
  9. 9. #Noodle4Educators PARENTS ARE SEEKING INFORMATION What steps would you take to get the desired information about private schools? Response Percent Ask to tour the school 92.8% Ask neighbors, friends, relatives, or other parents for their views 77.9% Attend an information meeting for potential families sponsored by the school 76.5% Review information available on the internet 65.0% Ask to observe a class being taught 57.2% Ask to meet privately with the head of school 49.2% Determine how convenient the private school is to where I live 48.0% Other 2.0% Confidence in obtaining information on my own Response Percent I believe I could typically get enough information to make an informed decision 83.3% Unless the private school provided me additional information, I would be unable to make an informed decision. 16.7% If a private school declined to provide you with some of your desired information, would it impact your decision? Response Percent It would impact my decision 79.2% It might impact my decision 20.0% It would not impact my decision 0.08%
  10. 10. #Noodle4Educators 3. LEVERAGE SOCIAL
  11. 11. #Noodle4Educators Tweets posted pieces of content shared on Facebook 277,000 2.5 million 160 million emails sent EVERY MINUTE… INTRODUCTION
  12. 12. #Noodle4Educators ONE ACTIVE USER IS A BIG DEAL. They each have 140 friends. And their friends each have 140 friends. Therefore, 1 piece of great content has the chops to reach 2.7 million people within just 4 generations. – Justin Waite 140 19k 2.7m SOCIAL MEDIA
  13. 13. #Noodle4Educators YOUR WEBSITE HOLDS THE KEY
  14. 14. #Noodle4Educators 83% They Look to Discover What’s Out There of query paths begin with non-branded terms.
  15. 15. #Noodle4Educators 4. SCHOOL WEBSITE
  16. 16. #Noodle4Educators PARENTS ARE SEEKING INFORMATION What steps would you take to get the desired information about private schools? Response Percent Ask to tour the school 92.8% Ask neighbors, friends, relatives, or other parents for their views 77.9% Attend an information meeting for potential families sponsored by the school 76.5% Review information available on the internet 65.0% Ask to observe a class being taught 57.2% Ask to meet privately with the head of school 49.2% Determine how convenient the private school is to where I live 48.0% Other 2.0% Confidence in obtaining information on my own Response Percent I believe I could typically get enough information to make an informed decision 83.3% Unless the private school provided me additional information, I would be unable to make an informed decision. 16.7% If a private school declined to provide you with some of your desired information, would it impact your decision? Response Percent It would impact my decision 79.2% It might impact my decision 20.0% It would not impact my decision 0.08%
  17. 17. #Noodle4Educators ADMISSIONS
  18. 18. #Noodle4Educators PERFORMANCE & OUTCOMES
  19. 19. #Noodle4Educators VIRTUAL TOUR & VIEW BOOK
  20. 20. #Noodle4Educators INQUIRE & THANK YOU PAGE
  21. 21. #Noodle4Educators 5. VIDEO ADVERTISING
  22. 22. #Noodle4Educators 2 3 To Get to Know a School, Learners Look to Video of researchers who use video do so to understand specific features of a school. out of
  23. 23. #Noodle4Educators AQUISITION
  24. 24. #Noodle4Educators 6. SEARCH (PAID) Paid ads Paid ads Organic listings Local listings
  25. 25. #Noodle4Educators DON’T OVERTHINK IT
  26. 26. #Noodle4Educators HOW DO PEOPLE SEARCH?
  27. 27. #Noodle4Educators YOU DON’T NEED TO REINVENT THE WHEEL
  28. 28. #Noodle4Educators HOW MUCH CAN YOU AFFORD TO SPEND? Channel Visits Spend % Inquire Inquires App Start (28day) % App Starts Registration (28day) % Expected Registers Marketing Cost per Registered Fixed Overhead Sales Costs Total Cost Acquisition % Tuition Website - Direct 300 0 12% 36 20% 7.2 12% 0.864 $- $1,500 $5,000 $7,523 25.08% SEM 3000 $13,500 8% 240 5% 12 20% 2.4 $5,625 $1,500 $5,000 $8,333 27.78% Ad Buy - Other 5000 $10,000 12% 600 2% 9 10% 0.9 $11,111 $1,500 $5,000 $18,333 61.11% Annual tuition: $30,000
  29. 29. #Noodle4Educators PAID ADS (SEM)
  30. 30. #Noodle4Educators PAID ADS (SEM) – LANDING PAGE
  31. 31. #Noodle4Educators AQUISITION
  32. 32. #Noodle4Educators GOOGLE YOUR SCHOOL
  33. 33. #Noodle4Educators 7. PUBLISH CONTENT THAT PEOPLE WANT
  34. 34. #Noodle4Educators TAKE AN INVENTORY OF THE RESULTS
  35. 35. #Noodle4Educators 8. GOOGLE LOCAL
  36. 36. #Noodle4Educators GOOGLE LOCAL
  37. 37. #Noodle4Educators GOOGLE LOCAL
  38. 38. #Noodle4Educators EXPAND YOUR DIGITAL PRESENCE
  39. 39. #Noodle4Educators LEADING LOCAL REVIEW SITES IN EDUCATION
  40. 40. #Noodle4Educators 9. ORGANIC LISTINGS (SEO)
  41. 41. #Noodle4Educators 10. EMAIL MARKETING Why Is email marketing important?
  42. 42. #Noodle4Educators Does email make you feel like this?
  43. 43. #Noodle4Educators With 182.9 billion emails sent per day, email marketing remains one of the elite channels for communication.
  44. 44. #Noodle4Educators CLAIM YOUR PROFILE
  45. 45. #Noodle4Educators TRACK EVERYTHING
  46. 46. #Noodle4Educators SET-UP ALERTS TOOLS FOR MONITORING MENTIONS With a good plan in place, the next step is organizing and monitoring.
  47. 47. #Noodle4Educators In Summary Get to know your customers Define your customer lifecycle Think of your website as an acquisition tool Back into your budget Have a presence at every stage of the funnel Track everything
  48. 48. #Noodle4Educators TOP 10 RECAP 1. Research 2. Know Your Demo 3. Social Media 4. School Website 5. Video Marketing 6. Paid Search 7. Organic Search 8. Local Listings 9. Content Marketing 10. Email Marketing
  49. 49. #Noodle4Educators APPENDIX Inquire & Thank you Guides to form optimization: https://qualaroo.com/beginners-guide-to-cro/landing-page-optimization/ http://moz.com/blog/most-entertaining-guide-to-landing-page-optimization http://www.quicksprout.com/landing-page-optimization/
  50. 50. #Noodle4Educators APPENDIX Paid ads (SEM) http://blog.hubspot.com/blog/tabid/6307/bid/33283/A-Simple-Guide-for- Setting-Up-Your-First-Google-AdWords-Campaign.aspx https://blog.kissmetrics.com/profitable-google-adwords-campaign/
  51. 51. #Noodle4Educators APPENDIX Google Local http://www.google.com/business/ http://moz.com/local-search-ranking-factors https://support.google.com/business/answer/2911778?hl=en
  52. 52. #Noodle4Educators APPENDIX Track everything: Getting started checklist http://www.google.com/analytics/learn/setupchecklist.html http://www.koozai.com/blog/analytics/the-complete-google-analytics-event- tracking-guide-plus-10-amazing-examples/ https://support.google.com/analytics/#topic=3544906

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