A Conversation,
Not a Monologue
1:1 Digital Marketing for
Community Colleges

Marketing Has Gone From
Sometimes to All The Time

TV channel growth: 1940-2007

And, consumers are in
charge of their media
consumption like never
before.

There are no more
800 Pound Gorillas
in Marketing.

Instead of 1 or 2 marketing
tactics, you need MANY ‐
each trying to reach a
subset of your audience in a
personal, relevant way

“Mass marketing offers a university significant
cost advantages in the production,
distribution and promotion of an educational
services mix. However, this shotgun strategy is
highly vulnerable to the competitive actions of
other educational institutions that employ a
target market approach.”
Lewison and Hawes (2007) in “Student Target
Marketing Strategies for Universities,”
Journal of College Admission, 17

Lewison and Hawes (2007) in “Student
Target Marketing Strategies for
Universities,” Journal of College
Admission, 18

I’m a PC. I’m a Mac.

CTO Student
Teacher Librarian Artist Child Mom SOHO
Gamer IT guy
I’m a PC. I’m a Mac.

Why Digital?

Digital Marketing Enables
You to Locate and
Communicate with Highly
Targeted Prospects

Google search for
“agriculture
education” finds 31
million Web pages
and several
aggregator sites.

Google blog search
for “agriculture
education” finds
15,550 blog posts.

Google blog search
for “prescott
arizona” finds
133,013 blog posts.

Google blog search
for “yavapai
college” finds 117
blog posts.

More than 500
Facebook members
with “Prescott AZ”
in their profile.

Social media is mass media. 4X more people using
MySpace than watching American Idol.

twitterlocal.net
Active Twitter users
in Prescott, AZ.

search.twitter.com
Twitter
conversations
from NAU
Distance
Learning.

search.twitter.com
Twitter
conversations
from NAU
Distance
Learning
personnel.

11,750 photos on
Flickr tagged with
Prescott, Arizona.

Your Web site is the key
bridge between awareness
and action.

To maintain a relevant, 1:1
approach on your site,
include as much real,
transparent information as
possible.
In multiple formats.

Multi‐media content
from Imperial
College.

302 Imperial College
videos on YouTube.

Great community
college blog from
Volunteer State CC.

Make your staff real
people. Be
transparent.

Broaden your lead
generation options, just like
your marketing tactics.

Multiple call to
action options.

Recommend next
clicks to your site
visitors. Make it
easy for them.

When asking for data,
don’t require
everything at one time.

Too may irrelevant
questions. Good
design.

Good questions.
Terrible design.

Good questions.
Pretty good design.
(other than the
mysterious globe)

Ask only what you need
NOW, nothing more.
No asterisks.
No “reset” or “clear form”.
Labels top, not left.

Ask only what you need
How Do I Know?
NOW, nothing more.
Testing. How
No asterisks.
No “reset” or “clear form”.
Labels top, not left.

crazyegg.com

Multi‐variate testing – Google Optimizer

Multi‐variate testing – Google Optimizer
49%
More
Leads

Web Analytics An Hour A Day
By Avinash Kaushik

Once you have an interested
prospect, nurture them
through 1:1, multi‐modal
messaging.

Personalized
video RFP
microsite
Log‐in
generates
automated
voice mail
from CEO
If no log‐in,
text message
reminder is
auto sent

Playing video
bio of Lifecycle
Marketing
Manager
triggers email
message from
him

Thank You
Jason Baer
Convince & Convert
Blog: convinceandconvert.com
Twitter: @jaybaer