Private School Online Marketing Campaign

Building an Online Marketing CampaignAgnes Stawicki

#mktgacademy @mktgacademy

www.ourkidsmedia.com


Source: Hubspot.comwww.ourkidsmedia.com

Information overloadThere are 2.69 billion web pages worldwide.

100 hours of video are uploaded to YouTube every minute.

200 million active twitter users, 400 million tweets sent daily.

Every 2 days we create as much information as we did from dawn until 2003.

Sources: Eric, Schmidt, former Google CEO, Twitter, WorldWideWebSize.com,

ContentMarketing trends

Mistakes

Strategy

Tools & Tactics

Case Study

Summary


Marketing trends

Where are we headed

The art of telling a story to a consumer that they want to hear that lets them persuade themselves that they want to buy something.

- Seth Godin


Trends2013 2014

Digital shift of Gen X & Y Mobile & Social

Access to data Integration of data (CRM)

Focus on experience Focus on engagement


Before you start:

1. Make sure your website is functional and professional.

2. Install an analytics program.


Online Marketing Strategy

Industry research

Keyword identification

Search engine optimization

Online advertising

Goal conversion optimization

Sales nurture campaigns

Social media engagement

Tracking & refinement

Who is involved in each step?


MistakesStrategy before tactics

What could go wrong?Lost Traffic

No call to action No conversion rate tracking

Forgotten Leads No follow-up/nurture campaigns No planned re-introductions

Before you start:

1. Make sure your website is functional and professional.

2. Install an analytics program.


StrategyYour roadmap

Six step marketing plan1. Identify your goals

2. Determine where your audience is

3. Choose your target media outlets

4. Map out your customer lifecycle

5. Create ad content

6. Monitor conversions (what works)


1. GoalsFocus on each goal separately

Identify main and secondary goals

Map out how goals work together or feed each other

Request brochure Attend open house Submit application Schedule interview Acceptance


2. Choose your mediaWhere do your customers spend time online?

How do they research?

What organizations can you partner with to reach them?

What results do you expect from your investment? (time or money, be realistic)

Consider: Total reach, target reach, cost per impression, traffic, quality of leads


2. Choose your online mediaType Function

Your website Digital home for your business

Directories Target audience, generate quality leads, good for SEO

Display Ads Branding, awareness, time sensitive campaigns

Search Target audience, quick traffic, possible high bounce rate

Remarketing Nurture a lead, re-engage

Social Word of mouth, engagement, 2-way communication


3. Customer lifecycleAttract traffic: websites, social, seo, ppc, events,

forums…

Capture leads: call to action, downloads…

Nurture prospects: email, newsletters, follow-ups

Deliver: over deliver on expectations

Ask for referrals: encourage word of mouth marketing


Map it out

4. ContentFocus on one thing

Emphasis the ‘benefits’ you are selling, not the product. Speak to their ‘passion’

Include a clear call to action

Make sure it’s campaignable

Consider the medium and environment


5. MonitorDetermine what you want to measure (traffic,

leads, downloads…)

Implement tracking codes for each stage

Monitor daily/weekly/monthly and modify what isn’t working

Conversion Rate: What percentage of people completed your intended action


No linear path

Tools & TacticsThe fun stuff

Online

Offline

Website

Where should you be?

Tool Great for

Directories SEO, credibility, leads

Banner Ads Branding, awareness

Search Recognition, leads

Remarketing (search) Reminders

Website Business, Conversions

Email Nurture prospects


Where should you be?

Tool Great for

Facebook Your community

Twitter Position you as expert

LinkedIn Grow your professional network

Google+ SEO

YouTube, vimeo Build your brand

Blogs Share knowledge

Forums Be the solution


What’s a click worth?

Gain insight from:

Time on site

Pages/visit

Page flow

Bounce rate

Case Study

Private School ExpoTarget market: middle to upper income parents looking for

private school

Media buy: Online, SEO, PPC, print, radio, email, direct, forums, blogs, social

Call to action: Download your 50% off admission voucher

Follow-up: email + social

Deliver: schools, information seminars, education consultants


Example: Expo Marketing

Register

Social

Print

Search (seo, ppc)

PR

Radio

Direct

Email


Use consistent imagery & messaging

Private School Expo Results

48% increase in registrations

20% increase in attendance

810 leads generated by social shares with 20% conversion


Use consistent imagery & messaging

Track what’s working

Plan

ExecuteMonitor

Modify


Summary#mktgacademy

6 Key take-aways

1. Go to where your audience is.

2. Offline advertising drives online search and discussion.

3. First impressions matter. 78 % of sales are won by the first company that responds.

4. More traffic doesn’t always equal more sales. Quality plus quantity! Look at your bounce rate.

5. Do more with less. Improve conversion rates on your existing traffic.

6. There’s always room for improvement. Plan, execute, monitor, modify.


Integrate your marketing to produce the strongest results www.ourkidsmedia.com

Questions?Agnes Stawicki, [email protected]

@ourkidsnet @MktgAcadmeywww.ourkidsmedia.com

Private School Online Marketing Campaign

Marketing

social deliver

quality of leads

quality leads

private school media

expo marketing search

social shares

conversion rate tracking

quick traffic