Driving Enrollment Quality with Multi-Channel Marketing

Michael McEuenDirector of Marketing

AdStage@lonohead

#inEDU16

Driving Better Enrollment Quality with Multi-Channel Marketing

What We’ll Cover

• Elements of the Perfect EDU Stack• Setting Up Cross-Network Tracking• Optimizing Across the Entire Funnel• Cross-Channel Attribution Models• Q&A with Liz Rossi of Pearson

Elements of the Perfect EDU Stack

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Prospect Engage Analyze & Report Evangelize

Data & Programs

Predictive

Outreach

Nurture

Acquire

Events

Digital

CRO

Direct

Web

BI

Attribution

Infrastructure CRM

Advocacy

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Setting Up Tracking Across Networks, CRMs, and MA

Systems

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Web Visitors

Marketing Leads

Sales Prospects

Qualified Oppts

Students

Web Analytics

CRM

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Online advertising spend by education brands in the US stood at $120 million by end of 2015, accounting for 0.2% of total online

advertising.

Socintel360

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Naming Your Campaigns Like a Pro

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Benefits of Naming Conventions

• Easy Filtering

• Campaign Grouping by Theme or Objective

• High-level Reporting

• Future-proofing Your Account

• Better Collaboration

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Naming Implementation

• Ad Network

• Geography

• Targeting Type

• Goal

• Promoted Program / Degree

• Audience

• Aligned Marketing Campaigns

Things to Consider

Tagging & Tracking

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Web AnalyticsTracking

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MA & CRM Tracking

Optimizing Across the Funnel

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Defining Your Ideal Student Profile

ConnectwithSales TalktoStudents TapintoyourCRM#inEDU16

Ideal Student Profile Details

• Age• Sex• Geography• Education level• Education focus

• Income range• Previous employment• Program alignment• Psychographics

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Assign Ad Campaigns to Part of the Sales Funnel

1. Brand Awareness

2. Engagement

3. Consideration

4. Decision

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1. Brand Awareness

Facebook & YouTube Video Ads Banner Display Ads Fan/Follower Acquisition

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2.Engagement

Facebook Sponsored Post LinkedIn Sponsored Content Sponsored Tweet

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3. Consideration

Search Queries: {keyword} prices,

{keyword} reviews,

{keyword] vs. {keyword}, competitor terms,

best category keywords

Unpublished Sponsored TweetDirect Sponsored Content

Dark Sponsored Post

SearchTextAds

4. Decision

Search & RLSA Text Ads

Search Queries:

Brand keywordsHigh buying intent keywords

Specific product line, service, or offering keywords

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RetargetingCanBeUsedtoHelpAccelerateEachStage

Example retargeting funnel stages, triggered by web custom/tailored audience buckets

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Cross-Channel Attribution

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Visits LinkedIn

Clicks on ad, downloads a guide

Nurture Campaigns Across Channels

Visits Site

Does not convert Sees content or CTAs from your desired goal

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Why Optimize to ROAS vs. CPL

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Cross-Channel Attribution

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Attribution Models

• First-touch

• Last-touch

• Linear

• Time Decay

• U-Shaped

• Custom

Which Model is Right For You?

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First-Touch0

25

50

75

100

100%%

Attr

ibut

ed

Touch Number1 2 3 4 5

Great for:• SEO

• Direct Mail

• Prospecting

Not ideal for:• PPC

• Email

• Webinars

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Last-Touch0

25

50

75

100

% A

ttrib

uted

Touch Number1 2 3 4 5

Great for:• PPC

• Retargeting

• Email

Not ideal for:• SEO

• Prospecting

• Webinars

100%

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Linear0

25

50

75

100

% A

ttrib

uted

Touch Number1 2 3 4 5

Great for:• Setting up

custom models

• # of touch points to sale

Not ideal for:• Budget

allocation

• Pipeline prediction

25%25%25%25%25%

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Time Decay0

25

50

75

100

% A

ttrib

uted

Touch Number1 2 3 4 5

Great for:• Nurture

programs

• Longer sales cycles

Not ideal for:• SEO

• Prospecting

• First Acquisition PPC

26%23%19%17%15%

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U-Shaped0

25

50

75

100

% A

ttrib

uted

Touch Number1 2 3 4 5

Great for:• Digital

marketing

• Multiple touch points to sale

Not ideal for:• Strong

nurture programs

40%

10%10%10%

40%

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Closing Thoughts

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Three Top Takeaways

Holistically think about:

1. Your ideal student profile and end goals

2. How data passes through systems

3. How to better align budgets to revenue

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