2009 Fusion Marketing Presentation

821 views

Published on

Slides and YouTube video from our presentation at D2L09 - FUSION in St. Paul, MN.

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
821
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • After 10+ years of double-digit increases, growth stalled-out25% of LSC’s instruction delivered online
  • 2009 Fusion Marketing Presentation

    1. 1. Effective Marketing Strategies for eLearning Programs <br />Barry Dahl<br />Gary Kruchowski<br />
    2. 2. Growth of LSC’s Online Program <br /><ul><li>First online class offered in winter quarter of 1997-98.
    3. 3. First group of several online courses began in fall of 1998.
    4. 4. Experienced a 92% annual growth rate for five years from 2000 to 2004.
    5. 5. Enrollment growth slowed as online began to grow at many of our sister institutions.</li></li></ul><li>Online Credits Sold<br />
    6. 6. Who are We?<br />As we grew, we asked questions:<br /> What do we call this thing?<br /> How do we market this thing?<br /> Is this a special brand to develop?<br />
    7. 7. Establishing a Brand<br />
    8. 8. Our first campaign<br />
    9. 9. Establishing a Brand<br />
    10. 10. Establishing a Brand<br />
    11. 11. Branding <br />
    12. 12. Branding <br />
    13. 13. Branding of LSC Virtual Campus<br />New Name/Logo virtual campus<br />Consulted with design firm that designed the college logo<br />New e-Campus website<br />
    14. 14. Marketing Efforts<br />Develop a unique and creative campaign with potential to break through ad clutter<br />Accomplish with small media budget<br />Craft simple, clear messages<br />Deploy on both traditional and non-traditional media<br />Connect with web-savvy learners<br />
    15. 15. Ad Campaign<br />Two messages @ rollout<br />How online education works <br />Why choose LSC (quality, experience, track record)<br />Media selection <br />Deploy across various media, especially web-based options<br />Adaptable to new/evolving messages<br />Concept with shelf life<br />
    16. 16. Placement<br />Television/video<br />Local broadcast and cable TV<br />Local movie theaters<br />Movies in the park<br />YouTube, blogs, websites<br />Print <br />Regional Newspapers/Magazines<br />Banners/Billboards<br />Community events (Grandma’s Marathon, ski competitions)<br />Regional Mall/Food Court<br />
    17. 17. Creative<br />Easily adapted to print <br />Played well in alternative, youth-targeted publications<br />
    18. 18.
    19. 19.
    20. 20.
    21. 21. Results<br />Awards<br />National Council for Marketing and Public Relations – Regional Medallions and National Paragons<br />American Advertising Federation – Duluth/Superior Chapter “Best in Show”<br />EnrollmentGains<br />
    22. 22. Enrollment Gains<br />Largest growth in 5 years =&gt;<br />
    23. 23. Utilize Web Communities<br />Student Portal <br />
    24. 24. Next Steps<br />Facebook Ads, with very modest investments<br />Target by age, gender, location<br />Big impact – Impressions, reach, frequency<br />Feedback and ROI tracking<br />
    25. 25.
    26. 26.
    27. 27. Questions<br />

    ×