2009 Fusion Marketing Presentation

Effective Marketing Strategies for eLearning Programs
Barry Dahl
Gary 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.

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

Branding

Branding of LSC Virtual Campus
New Name/Logo virtual campus
Consulted with design firm that designed the college logo
New e-Campus website

Marketing Efforts
Develop a unique and creative campaign with potential to break through ad clutter
Accomplish with small media budget
Craft simple, clear messages
Deploy on both traditional and non-traditional media
Connect with web-savvy learners

Ad Campaign
Two messages @ rollout
How online education works
Why choose LSC (quality, experience, track record)
Media selection
Deploy across various media, especially web-based options
Adaptable to new/evolving messages
Concept with shelf life

Placement
Television/video
Local broadcast and cable TV
Local movie theaters
Movies in the park
YouTube, blogs, websites
Print
Regional Newspapers/Magazines
Banners/Billboards
Community events (Grandma’s Marathon, ski competitions)
Regional Mall/Food Court

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

Results
Awards
National Council for Marketing and Public Relations – Regional Medallions and National Paragons
American Advertising Federation – Duluth/Superior Chapter “Best in Show”
EnrollmentGains

Enrollment Gains
Largest growth in 5 years =>

Utilize Web Communities
Student Portal

Next Steps
Facebook Ads, with very modest investments
Target by age, gender, location
Big impact – Impressions, reach, frequency
Feedback and ROI tracking

Questions

2009 Fusion Marketing Presentation

by Barry Dahl on Jul 15, 2009

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2009 Fusion Marketing Presentation — Presentation Transcript

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