A simple framework for thinking about marketing of colleges and universities. It breaks out degree level by stage of interest - inquiry, admissions, and remarketing.

1. The Case for Marketing by Degree

2. The Two Lethal Trends
Cost Per Lead Conversion Rate
Engage. Consider. Convert.

3. School Math
• Online: $40 CPL converts at 2%
• $2m budget per 1,000 starts
• $2k Cost Per Enrollment
Engage. Consider. Convert.

4. For the Prospect:
It’s like driving in a fog.
• All degrees from all schools look
the same
• Myriad of degree options, each
with same message
• Little meat on the bones
Engage. Consider. Convert.

5. Shine a Light in the Fog
• Prospects choose differently by degree
• Emotional appeals vary by stage
• Each group has a different objective
Engage. Consider. Convert.

6. Market by Degree
Engage. Consider. Convert.

7. Rethink Marketing
• Switch from vertical stack to program specific
• Establish interests before pushing a program
• Allow comparisons
Engage. Consider. Convert.

8. www.flyiron.com
Anthony Power
anthony@flyiron.com
Parker Oliver
parker@flyiron.com
Engage. Consider. Convert.