Final 97 SEM 2009 NCMPR District 1 Presentation November 2

Steve Bacher Director, e-Marketing Bucks County Community College bachers@bucks.edu (215) 504-8543 NCMPR District 1 Conference, Nov. 2, 2009 www.slideshare.net/SteveBache r

Overview 1. Why use SEM/What is SEM? 2. Steps to Create an SEM Campaign 3. Case Study: Bucks County Community College’s 1 st SEM Campaign

Why use SEM? * Growing marketing channel worldwide * Highly targeted * Measurable results

Why use SEM? It brings specific programs to the attention of people who are searching for the programs on Google and don’t know that they are offered by your college.

Why use SEM? To advertise: * new programs * existing programs for which your college has many competitors * online programs available to students nationwide

What is SEM? Users search for Keywords on Search Engines such as Google

Search for Bucks County Community College and www.bucks.edu comes out on top.

Search for Dental Assistant training programs and there are 3,900,000 web pages. Bucks isn’t on top.

How do we help people interested in Dental Assistant training programs find ours? One answer is Search Engine Marketing (SEM). Google and other Search Engines sell Sponsored Links , which appear at the top of the Search Results List, above the normal (or “organic”) search results.

Here is an example of sponsored links above organic search results.

Sponsored Links are shown to users who search for related keywords and phrases… Keywords and phrases in this example include: dental assistant dental assistant career dental assistant certificate dental assistant college dental assistant jobs dental assistant programs dental assistant resume dental assistant school dental assistant schools dental assistant training dental college dental hygiene colleges

Sponsored links are only shown to users in targeted zip codes who search for related keywords. In the Bucks pilot SEM campaign, sponsored links were purchased for zip codes that had at least five enrolled students last semester. There are 75 such zip codes, including some in Mercer County, NJ & Philadelphia.

What happens when a potential student clicks on a sponsored link?

Sponsored links connect to special website pages called Landing Pages.

SEM combines the latest technology with old fashioned customer service: When a potential student submits an online form from the landing page, a designated staff member from the program receives an email instantly.

She responds – usually immediately -- in no more than two business days. The sooner the call, the more likely the enrollment, according to some studies. Program staff follow up in a couple of weeks with those who filled out the form but haven’t yet enrolled.

Steps to Create Your SEM Campaign ,[object Object],[object Object],[object Object],[object Object]

Steps to Create Your SEM Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Choose which services to purchase vs. in-house staff creation/implementation ,[object Object]

Bucks SEM Pilot Program ,[object Object],[object Object],[object Object],[object Object]

Setting Up Your SEM Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object]

Setting Up Your SEM Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Create landing page content: * copy * photos * video * data collection form ,[object Object]

Create landing pages (IT) Communicate expectations for department prospect follow-up Track impressions and conversions Calculate Return on Investment ,[object Object]

Bucks SEM Pilot Program ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Bucks SEM Pilot Program: Dental Assistant Program, and:

Bucks SEM Pilot Program ,[object Object],[object Object],[object Object],[object Object],[object Object]

Bucks Pays Per Click -- Not Per Impression ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Enrollment Results ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Enrollment Results: Spring ‘09 (1 st Semester) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Bucks SEM Pilot Program: Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Bucks SEM Pilot Program: Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Bucks SEM Pilot Program: Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Bucks SEM Pilot Program: Results ,[object Object],[object Object],[object Object]

Enrollment Results: Fall ‘09 (2nd Semester) ,[object Object],[object Object]

Enrollment Results: Fall ‘09 (2nd Semester) ,[object Object]

Bucks SEM Pilot Program: Results ,[object Object],[object Object],[object Object],[object Object]

Bucks SEM Pilot Program: Results ,[object Object],[object Object]

Final 97 SEM 2009 NCMPR District 1 Presentation November 2

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Final 97 SEM 2009 NCMPR District 1 Presentation November 2