How to Use Your School’s Data to Drive Communications and Boost Conversions

Siobhan Federici Director of Communications Miss Porter’s School [email protected]

Using Your School’s Data to Drive Communications and Boost Conversions

Travis Warren President WhippleHill, Inc. [email protected]

Conversions

Inbound marketing

Interpreting data

Iterating pages

inbound marketing

Are you using inbound marketing?

Sixty percent of companies will execute inbound marketing strategies in 2013. — ROI Report by HubSpot and MIT, http://bit.ly/GzKfKW

“Outbound marketing is the traditional form of marketing where a company

initiates the conversation and sends its message out to an audience. ”

Inbound marketing is advertising your schoolthrough blogs, podcasts, video, eBooks, enewsletters,

whitepapers, SEO, social media marketing, and other forms of

content marketing…Inbound marketing earns the attention of

customers, makes the school easy to be found ultimately drawing

customers to the website by producing interesting content.

Are you using inbound marketing?

school examples?

St. Paul’s School #SPS12Days

• Instagram challenges in 2012 & 2013

• Good buzz, increased likes, increased interaction rates. 577 people interacted with the 2012 campaign. Students were posting photos, alums were interacting with them.

St. Paul’s School #SPS12Days

Experience Tilton School

Keywords

SEO

Content

Social

Personas

5 Steps to an Inbound Marketing Plan

http://www.schneiderb.com/

Personas

personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way.

http://en.wikipedia.org/wiki/Persona_(marketing)

Sarah Ramsey • 13 years old • Interested in playing high school soccer • Demonstrated interest in leadership positions • Above average academic profile • First member of her family to consider private school !

Keywords

https://adwords.google.com

http://www.wordtracker.com

http://raventools.com/

http://moz.com

Keywords

SEO

<title> tagurl keywords

<H1> tag

Page Structure

Inbound Links

Time on Page

Social Media

http://www.dreamgrow.com/how-to-build-a-social-media-bomb/

Annie Jones • 24 years old • Played high school hockey • Graduated with honors • Hasn’t made first annual fund gift • Attends regional events • Interested in finding a mentor !

Pride: student and alumnae achievement

Campus: scenery/weather shots, traditions, spirit competitions

Fun: something different from when they attended...but not too different!

PRIDE

CAMPUS

FUN

Landing Page

12%

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