Digital Marketing for Educational Institutes

EDUCATION SOCIOLOGY

• Education is the process by which society deliberately transmits its accumulated knowledge, skills, and values from generation to generation through institutions.

• Institutions and individual experiences affect education and it’s outcomes.

PRESENT CONDITION OF INDIAN EDUCATION

As per Population Census of India 2011, the Literacy rate of India has shown improvement of almost 9 percent. It has gone up to 74.04% in 2011 from 65.38% in 2001, thus showing an increase of 9 percent in the last 10 years. It consists of male literacy rate 82.14% and female literacy rate is 65.46%.

Current literacy rate in India stands at 74.04% percent in 2014.

NEED OF MARKETING FOR EDUCATION SERVICES

• Marketing for Educational Institutes has so far not been felt by the education sector.

• But in recent years , there is a shift in trends.

• Large number of institutions for specialized fields have been set up in the recent years which has led to increase in competition.

HOW IMPORTANT IS ONLINE MARKETING FOR

EDUCATIONAL INSTITUTES?Various reasons that make Digital Marketing the best means of reaching out to the majority of the student population are as below:

• Prospective Students are already searching online for educational & training courses.

• Guardians have started to judge an educational institute based on its website, the qualitative web presence and its online reputation.

• The internet has today become the most favoured channel for applying and making admission queries.

• Expatriates and outstation students rely heavily on the web for college admissions.

• Admission processes through web has made admission into Educational institutions very easy.

Brief Study On Educational Institutes

• Preschool• Secondary –Higher secondary• Universities and Colleges

Preschool Market Overview• Preschool industry is in nascent stage in India with around 1.1%

enrolment in comparison with France or Scotland where preschool enrolment is 100 percent.

• There is a mushrooming growth of preschools in India over last decade but only 17% of Indian preschool market belongs to the organised sector.

• According to a research report published in 2011 “Indian Preschool Market has been witnessing rapid growth for the past few years”.

• Moreover, it is expected that, the preschool market will reach to USD 1,833 Million by 2014, growing at a CAGR of around 13% during 2011-2014.

Market Overview

Rapid Growth of Preschools

Case in Point: Shemrock-Chain of Prescools

Creating the first successful franchise model in India with over 285 branches across India and Abroad, Shemrock Preschools has managed to make its digital presence on Facebook having more than 33,000 fans.

Case In PointKiddiWinkie a premium preschool and childcare centre in Singapore. Following is as social media marketing case study , highlighting how a well executed campaign can bring in real orders and sales through Facebook Marketing

Preschool Marketing Ideas Referral SchemesAdvertisements

– Newspaper – Magazines

Direct mailEmail MarketingWord of MouthExceptional Customer ServiceCommunity Exposure ad buildingAdvertise OnlineBlogs and WebsitesSocial media Interactions

Note that Online Marketing Techniques form an important part of how we can drive promotional activities for a Preschool.

Various ways in which a Pre-School can be marketed are as below.

High Schools

• High school students form a unique marketing segment that has the potential to boost sales.

• With the current digital revolution, virtually all high school students are connected to the web, and the internet offers the best platform to target this group with your brand messaging.

Marketing Strategy

Top Two Ways

1. WORD-OF-MOUTH– Consistently ranks as the number one way

that families hear for schools.

2. WEB– Web is the first place parents looks

when they hear from word-of-mouth referral.

What’s different today ?

• The world wide web• The desire of authenticity• The power of referral in an online world• The world of social media• The need to be in conversation• The importance of creating remarkable

content

High School Marketing Ideas

Referral SchemesAdvertisements

– Newspaper – Magazines

Direct mailEmail MarketingWord of MouthExceptional Customer ServiceCommunity Exposure ad buildingAdvertise OnlineBlogs and WebsitesSocial media Interactions

Note that Online Marketing Techniques form an important part of how we can drive promotional activities for a High School.

Various ways in which a High School can be marketed are as below.

Case in pointStan Winston School in Los Angeles , California has more than 1.2 million likes on their facebook page.

A school that offers video training , using facebook to give lessons via YouTube. They are also active on Pinterest posting regular boards.

Colleges, Universities & B-schools

Universities and Colleges are expanding their use of social media.

Mind Boggling Numbers !!

Universities are going online to recruit students

Why Are the Target Audiences Responding

• The choice of any university depends a lot on the Online Research in this Digital age.

• College visits are very expensive and hence, reliant online platforms like Facebook, Twitter and Blogs are a better option for prospective students.

7 Aspects of Digital Marketing Strategies

• SEARCH ENGINE OPTIMIZATION• SEARCH ENGINE MARKETING ( SEM, PPC ,

GOOGLE ADWORDS)• SOCIAL MEDIA MARKETING (FACEBOOK,

TWITTER ,LINKEDIN, PINTEREST )• EMAIL MARKETING • BLOGGING• ONLINE PR (PRESS RELEASE)• ONLINE VIDEOS

Case in Point University of Notre Dame

Case in Point University of Notre Dame

• The Social Media for the university is separated by departments and they manage it separately.

• The Facebook Account posts about news relating to athletics, school band, college polls etc.

• An AdMap study reveals that less than 0.5% of Facebook fans actually engage with the brands they are fond of but for Notre Dame, this number shoots upto 0.68%.

• Notre Dame Twitter account tweets, retweets and responds several times a day using a friendly and welcoming tone without sacrificing professionalism/dignified reputation.

• Notre Dame also puts a great deal of effort into customizing its YouTube channel and adding informational and engaging videos about different academic departments, campus events, faith and service, and many more. 

All these activities give prospective or incoming students engaging and useful posts and videos about the campus and campus life.

“As the Web becomes a more social and porous medium, remember that interaction and community are going to happen with or without your involvement. You can watch the conversation take place, or you can own and guide it”

If you are an educational institute looking for state-of-

the-art Digital Marketing services, get in touch with us

at [email protected]