Effective Marketing Strategies for eLearning Programs Barry DahlGary Kruchowski

Growth of LSC’s Online Program First online class offered in winter quarter of 1997-98.First group of several online courses began in fall of 1998.Experienced a 92% annual growth rate for five years from 2000 to 2004.Enrollment growth slowed as online began to grow at many of our sister institutions.

First online class offered in winter quarter of 1997-98.

First group of several online courses began in fall of 1998.

Experienced a 92% annual growth rate for five years from 2000 to 2004.

Enrollment growth slowed as online began to grow at many of our sister institutions.

Online Credits Sold

Who are We?As we grew, we asked questions: What do we call this thing? How do we market this thing? Is this a special brand to develop?

Establishing a Brand

Our first campaign

Establishing a Brand

Establishing a Brand

Branding

Branding

Branding of LSC Virtual CampusNew Name/Logo virtual campusConsulted with design firm that designed the college logoNew e-Campus website

Marketing EffortsDevelop a unique and creative campaign with potential to break through ad clutterAccomplish with small media budgetCraft simple, clear messagesDeploy on both traditional and non-traditional mediaConnect with web-savvy learners

Ad CampaignTwo messages @ rolloutHow online education works Why choose LSC (quality, experience, track record)Media selection Deploy across various media, especially web-based optionsAdaptable to new/evolving messagesConcept with shelf life

PlacementTelevision/videoLocal broadcast and cable TVLocal movie theatersMovies in the parkYouTube, blogs, websitesPrint Regional Newspapers/MagazinesBanners/BillboardsCommunity events (Grandma’s Marathon, ski competitions)Regional Mall/Food Court

CreativeEasily adapted to print Played well in alternative, youth-targeted publications

ResultsAwardsNational Council for Marketing and Public Relations – Regional Medallions and National ParagonsAmerican Advertising Federation – Duluth/Superior Chapter “Best in Show”EnrollmentGains

Enrollment GainsLargest growth in 5 years =>

Utilize Web CommunitiesStudent Portal

Next StepsFacebook Ads, with very modest investmentsTarget by age, gender, locationBig impact – Impressions, reach, frequencyFeedback and ROI tracking

Questions