Back to School Marketing Plan 2010


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Check out the powerpoint slides fromSensei Nick Dougherty's Back to School Marketing Webinar. In this webinar he compared out-dated traditional marketing methods with cutting edge, free-of-charge marketing methods of this decade.

Learn how to market your school to the fullest extent on a shoe-string budget. If you feel you have fallen behind the curve as far as coordinating your social media marketing efforts with your back to school push, this information you must see!

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Back to School Marketing Plan 2010

  1. 1. Stay Ahead of the Curve - Back to School Marketing 2010
  2. 2. About Founded in 1998 by Master Farid Dordar | Served over 5000 MA Schools | Employs 60+ people Headquarters in Vancouver, BC Office located in New Jersey .com/ChampionsWayINC
  3. 3. The Traditional Marketing Methods are not as effective as they once were……
  4. 4. The Old way to buy
  5. 6. Biggest waste of money on advertising that you can spend. I am upset that I even have to pay for a listing…. Yellow Pages
  6. 7. Save your money. Most viewers will never even make it to the commercial. Commercials
  7. 8. It is Changing as well, where do people talk? On Facebook, Twitter, etc….. But Word of Mouth Still your most important form of marketing
  8. 9. Too expensive, you really don’t know who looks at it, and it is in most cases only looked at by competitors Print
  9. 10. The Average amount you sill spend on this…….. Yellow Pages: 200 Print: 300 Tv/Radio/Pr-200 Other Industry Gimmicks-Secret Payment Programs, Student Generators, etc---200 per month 900 per month Where does it go?
  10. 12. <ul><ul><li>The four main pillars </li></ul></ul>
  11. 15. I have no Idea how to get started?
  12. 16. <ul><ul><li>Don’t get lost in the Social Media Sphere </li></ul></ul>
  13. 17. <ul><ul><li>Getting Started (or starting over ) </li></ul></ul>
  14. 18. <ul><ul><li>Ok…..Let’s show you what we are doing for our Back to School Marketing Campaign </li></ul></ul>
  15. 19. <ul><ul><li>5 Take Aways </li></ul></ul><ul><ul><li>Why it is a process and not just anyone can set it up </li></ul></ul><ul><ul><li>Why it won’t produce results right always </li></ul></ul><ul><ul><li>Why your classes are so important </li></ul></ul><ul><ul><li>What it looks like </li></ul></ul><ul><ul><li>How can I get in </li></ul></ul>
  16. 20. <ul><ul><li>Take Away #1-Why it is a process and not just anyone can set it up </li></ul></ul>
  17. 21. Social Media is a Science, not a quick way to get students……
  18. 22. C=4m +3v + 2(1-f)-2a C= Profitability of a conversion M= Motivation V= Clarity of the value proposition I= Incentive to take action F=Friction elements of proposal A=Anxiety
  19. 23. <ul><ul><li>O n the Internet you are only one click away from your competition </li></ul></ul>
  20. 24. <ul><ul><li>Try lots of Social Media Campaigns and see what works </li></ul></ul>
  21. 25. <ul><ul><li>The Evolution of Social Communication </li></ul></ul>
  22. 26. <ul><ul><li>Avoid information void or they will “click” your competitors </li></ul></ul>
  23. 27. <ul><ul><li>New/Old </li></ul></ul><ul><ul><li>Try something new with an old way </li></ul></ul>
  24. 28. <ul><ul><li>The Old Way (/Back to School Marketing) </li></ul></ul>
  25. 29. <ul><ul><li>The New Ways </li></ul></ul>
  26. 30. <ul><ul><li>The New Ways </li></ul></ul>
  27. 31. <ul><ul><li>Once you have their attention, what do you want them to spread? </li></ul></ul>
  28. 32. <ul><ul><li>People will mostly spread the following: </li></ul></ul><ul><ul><li>An excellent/terrible customer experience </li></ul></ul><ul><ul><li>News and Opinions </li></ul></ul><ul><ul><li>Something that is relevant to them </li></ul></ul><ul><ul><li>Something Funny </li></ul></ul><ul><ul><li>Ask them to share nicely, but not often! </li></ul></ul>
  29. 33. <ul><ul><li>Don’t talk about your self, because no one cares…… </li></ul></ul>
  30. 34. <ul><ul><li>This is only part of the science and why if you do not understand it, it will be a TOTAL Waste of Time. </li></ul></ul>
  31. 35. <ul><ul><li>Learn to Understand: </li></ul></ul><ul><ul><li>ChampionsWay Library </li></ul></ul><ul><ul><li>Our Social Media Course for School Owners </li></ul></ul><ul><ul><li>Social Media Service-Starting September 1st </li></ul></ul>
  32. 36. <ul><ul><li>Take Away #2-Why it won’t produce results right away </li></ul></ul>
  33. 37. <ul><li>Top 10 Reasons </li></ul><ul><li>It is set up incorrectly (illegal Facebook Pages, accounts that are dead, terrible blog) </li></ul><ul><li>Poor Content </li></ul><ul><li>You are annoying your followers </li></ul><ul><li>You are only trying to sell, be Human. </li></ul><ul><li>The total plan is broken somewhere </li></ul><ul><li>You are not directing your followers to your network properly </li></ul><ul><li>There is no schedule or organization to your plan </li></ul><ul><li>You have some one in charge that should not be </li></ul><ul><li>The amount of someone followers does not make them an expert </li></ul><ul><li>You are going in circles </li></ul>
  34. 38. The Cycle
  35. 39. You have two options…….
  36. 40. <ul><li>You become a media company </li></ul><ul><li>You work with a media company </li></ul>
  37. 41. <ul><ul><li>Take Away # 3-Why your classes are so important </li></ul></ul>
  38. 42. <ul><ul><li>People are going to find out whether you like it or not </li></ul></ul>
  39. 43. <ul><ul><li>The Schools we are working with, we will be working on all class formats. Something that no one else really has ever done. </li></ul></ul><ul><ul><li>Why? </li></ul></ul>
  40. 44. <ul><li>Because they will have to be put on You Tube, Blogs, and on the internet. If they are that great, why aren’t they? </li></ul><ul><li>Channels will become more common, Live streaming, and virtual training is the future. </li></ul><ul><li>Keep it simple: </li></ul><ul><li>Best Business Practices </li></ul><ul><li>Structured, organized, motivational, inspiration classes </li></ul><ul><li>Go Social </li></ul><ul><li>Get Students that you deserve </li></ul>
  41. 45. <ul><ul><li>Takeaway # 4- What it looks like (The Back to School Marketing Campaign) </li></ul></ul>
  42. 47. <ul><li>Step 1-Set up process </li></ul><ul><li>The whole process takes one week </li></ul><ul><li>All Social Networks are set up </li></ul><ul><li>Social Blog </li></ul><ul><li>Fan Page with Registration links </li></ul><ul><li>PM Campaigns </li></ul><ul><li>Landing Pages </li></ul><ul><li>Videos (Not included in light version) </li></ul><ul><li>Web Social </li></ul><ul><li>SMO Strategies </li></ul><ul><li>Web Links </li></ul><ul><li>Social Inbox </li></ul><ul><li>Media Distribution tool </li></ul>
  43. 48. Web Social
  44. 55. <ul><li>Content </li></ul>
  45. 56. Outline to “Kick Drugs Out of School” Seminar
  46. 57. Social Media Content Week 3
  47. 58. <ul><ul><li>TAKE AWAY #2 - You are joining a conversation </li></ul></ul>Campaigns and Landing Pages
  48. 59. <ul><li>Take away # 3 -The Difference Maker (Delivery) </li></ul>Social Blog and Custom Fan pages that work
  49. 60. <ul><ul><li>Publishing Schedule </li></ul></ul><ul><li>30 days </li></ul><ul><li>SMC tool </li></ul><ul><li>This is the new Marketing Plan </li></ul>
  50. 64. New Facebook Feature
  51. 65. Each week we work on keywords to dominate the search
  52. 66. Create word of Mouse
  53. 67. Create word of Mouse
  54. 68. Create word of Mouse
  55. 69. Your business is only as valuable as your data base and your Social Reach
  56. 70. Campaigns are connected
  57. 71. Now your leads are all in one place
  58. 72. And you can track what’s working
  59. 73. Setup Lead Nurturing and let it happen Naturally
  60. 74. Start Today
  61. 75. Questions
  62. 76.    
  63. 77.