Catalog Marketing Best Practices sept 2014[1]

What We’ll Cover

• Benefits of catalog marketing

• Results of partner catalog survey

• Catalog marketing resources – new Career Pathway ads

• Best practices for featuring online courses

Benefits of Catalog Marketing

• Catalogs work!

• A distinct advantage over other marketing methods – tangible, portable, acceptance, longevity

• Proven to be the most successful driver of web traffic

Partner Catalog Survey

Additionally, 47.8% of partners said their catalog was a

significant driver of enrollment in their continuing ed program

Best Practices - Layout

• Consider the design - separate online courses section, integrate online courses throughout, or use a combination of both

• Table of contents - sort by topic with “online courses” as a section, or sort by class delivery type

Best Practices – ed2go Marketing Templates

You have access to free marketing collateral on the Partner Marketing Support page

– Keep your print content fresh; take advantage of available ed2go marketing resources

– ed2go marketing support available upon request

Success with ed2go Marketing Templates

Santa Rosa Junior College

– Switched from using an internally designed 1 page piece to an ed2go 1 page piece

– That was the only change

– YOY increase of 300% to 500% in various months

Ads for niche audiences

Be Selective with Featured Courses

• Chose to advertise courses that appeal to your 7 primary markets

• Chose courses from our top selling list partner wide

• Chose YOUR popular courses

• Highlight new courses

• Make a few changes and test the results

Online Courses Integrated

Best Practices - Design

Icons support a catalog integration strategy, allowing you to add your ed2go courses alongside your on-ground titles

– Assume simple images for your icons– Mention the course is an Online course if possible– It's especially important to include a URL when promoting an online course

Best Practices – More Icons

• Approved courses for Certification and CEUs

• New and popular courses

Best Practices – Student Reviews

Today's student relies on the experience of others to support their purchasing decision

– ed2go's course description pages include past students' feedback

– You can use any of the student comments on your website or within your print catalog

Best Practices – Career Pathway Ads

• New ads!

• Students can explore a career and build skills by combining multiple courses

Best Practices – Financial Aid Information

Various private loans or government supported subsidies are available for your students. It's a great idea to remind your students if applicable.

– Private ed2go loans available for Career Training Programs

– Employer Supported Tuition and Fees

– Workforce Investment Board Funds

– Military Funds (MyCAA, Tuition Assistance, GI Bill, etc.)

Financial Aid Information

•Include ads throughout the catalog for these options and dedicate at least a half page for information on the available financing options

•New and updated ads will be available soon including the financial aid options available for the career training programs

•Advertise link to financial aid information from hosted CTP site in your catalog and institution’s website.

http://careertraining.ed2go.com/arapahoecomed/

Best Practices – Offer Discounts

Encourage early registration and multiple registrations from individual students with discounts.

Try something NEW and TEST

• No need to overhaul

• Try 1 tip you’re sure will work

• Try 1 you’re not sure will work

• Test, and try again!

Use Direct Mail as part of an Integrated Marketing Strategy

• Use your catalog to drive people to your website

• Use your catalog and website in direct support of each other

Connect with Your Account Manager

• Provide us with a digital version of your latest catalog for review. We’ll provide feedback and recommendations for your next publication.

• Reach out and request examples of partner catalogs featuring our best practices.

• Share successes that have resulted from implementing our recommendations.

View and Download the Presentation at

www.slideshare.net/ed2go