Private School Online Marketing Campaign

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The internet has changed how students and families search for and choose a school. Now more than ever, a strong online brand is crucial to your private school marketing plan – and that includes your …

The internet has changed how students and families search for and choose a school. Now more than ever, a strong online brand is crucial to your private school marketing plan – and that includes your web site, social media, advertising and tracking. A savvy online presence not only increases your school's exposure, it gives you more return on investment. This presentation will tell you where to start, what to include, and how to make your online marketing campaign successful. [The Association of Boarding Schools TABS Conference, December 2013, Presented by Agnes Stawicki, Our Kids Media]

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  • HiMy name is Agnes Stawicki. I am the managing editor with OUR KIDS MEDIA.I’m not going to bore you with who I am or what we do, but I do want to give you a lttle bit of oinsight into where we came from.The company is a family run business, We are based in Canada, And it initiated as a result of learning about the true benefits an independent school education provides kids. We wanted to share that benefit with all families, and give families a one-stop-shop to learn about their options.We work with more than 300 private day and boarding schools, primarily in Canada.Our Kids is the #1print guide and online directory (we own and operate ourkids.net and camps.ca)So where your focus is to connect with families and introduce them to your school as an option, our focus is:To promte the benefits of privaet schoolIntroduce families to the idea of boarding schoolGenerate quality leads for schools(click)
  • In today’s webinar – Marketing & Media trends, we’ll look at trends, and discuss: (read content list)(click)
  • From the moment printing became possible way back in 1472, advertisers began plastering promotional posters on walls. Over the next 400 years, ads would find their way into all things print. In 1922 and for the next 48 years, the world saw ads invade pre-digital channels such as radio, television, and home telephones. Once 1994 arrived and the internet boomed, we experienced the seemingly lightning-speed proliferation of digital media over a disproportionate span of only 22 years.While advertisers were focused on invading the next available media channel over the past two decades, consumers gained power over their own attention. Advertising cannot and will not ever work like it once did. The only way to reach consumers now and in the future is to stop interrupting what people want to consume. Instead, create remarkable content, personalized for the consumer using context on what they actually want, when and how they want it. In this way, companies can better attract, connect with, engage, and delight customers. In other words: Inbound Marketing.
  • (source: Eric Schmidt, former Google CEO)
  • In today’s webinar – Marketing & Media trends, we’ll look at trends, and discuss: (read content list)(click)
  • As you can see in this diagram,In order to deliver success in the full marketing mix, there are a number of different pieces that need consideration, and advertising is just one of those. All of these elements must not only work independently but it is critical that they work together, supporting each other for a smooth marketing and sales flow to reach your ultimate goal. Now if advertising is just one piece of the pie… can we cut it out? We’ve heard the phrase before “advertising is dead”, it doesn’t work… or more recently “we’re only doing social” or we’re “focusing on work of mouth” At Our Kids, we have been working with camps since 1997, starting out as a print magazine, we’ve been there through the entire shift from print and radio to online, social, video and mobile. And we can tell you 100% that advertising is not dead. It works. Advertising is a critical component of your marketing mix, but what has changed, and what continues to change more quickly every year, are the platforms and messages by which we can get our advertising out to consumers. (click)
  • DIGITALThe market is strongly influenced by the younger generations (Generation Y and the upcoming Generation Z) that are changing standardhabits. They are born digital, with a digital brain. They are creating a new language via technology.They are in search of new experiences, and they want to take action. They are not as passive as the previous generations. They don’t want to look or see, they want to share and engage.As an effect of this digital drive another trend is the need for data..DATAOne of the biggest trends in the online advertising industry is an increased focus on data and analysis. With the ability to capture information, about what your audiences is doing online and how they’re responding to your ads.  At the same time, it’s not always easy to navigate with massive amounts of data, so, in order to be meaningful, that data needs to be combined with insights so you understand how to activate on the findings.EXPERIENCEWhat has really evolved over the the past 12 months, is the way people engage with brands. The channels in which we communicate with each other have multiplied lightningspeeds. We’re connecting across nearly infinite platforms and in unexpected ways, and expect brands (or schools we’re researching) to do the same.Advertising has always been a tricky task to do. You know half of it works, but you don’t know which half. And now more than ever, we are bombarded with advertising messages in every format. Online ads, keyword ads, banner ads, event posting, paid articles, product placements…. The line between “content” and advertising are being blurred, and it’s harder than ever to grab someone’s attention. So what will make your advertising message stand out?April 2012 – NikeshArora, Google’s Senior VP outlined what they believe are the 3 greatest online advertising trends.The biggest trend, is that more than at any point in the last decade of online advertising, we're at the point where major brand advertisers are looking to digital media as a central part of their marketing efforts, and their advertising campaigns. For example, buys there were previously seen as ‘interesting” are becoming “key” in the advertising campaign. The second notable trend, is that there is a growing demand for solutions. “Marketers want complete solutions that work across all screens: desktop, mobile, tablet and coming in the future, television. A way to connect with people in the medium they are most comfortable in, but integrated with each other so the message and content is consistent and branded. The third trend is for cross-channel analytics. This is so important, because every year, you want to improve the effectiveness of you advertising campaign, and having the appropriate analytics in place is step 1 in understanding your ROI (your Return on Investment). SOURCEApril 2012 – NikeshArora, Google’s Senior VP outlned what they believe are the 3 greatest online advertising trends.http://www.dmnews.com/google-outlines-three-online-advertising-trends/article/236482/
  • Now online advertising can take many forms as you see in this pie chart. But before you even start driving visitors to your website, make sure your website is up and functional. Now, I’m not saying that you need to take you site down, rewrite and design the entire thing. But have a look to check if You have a way to capture leads (a call to action. call us, email us…)Your message is consistent to your advertising message (imagry and/or wording)For example if you’re advertising an open house, is it easily found on the webpage you’ll be directing people to?Which of these elements you choose to work with will depend on your goals and budget, Some are paid, some are free, but all will work together and your goal should be to deliver not just numbers, but qualified leads to your website and admissions team. CHECK FOR QUESTIONS. Now we’ll review a few of these in more detail to understand what benefits they have, and how to be most successful with generating the results you’re looking for. Again, if you have any questions, simply type them into your GoToWebinar Control Panel and we’ll do our best to answer them.
  • Strategy before tools & TacticsCommon problems with most marketers is that they dive into the fun stuff, the tools, and forget about the strategy. What happends is that you1. lost traffic 2. lost leads1. Lost TrafficPeople come to your website, but you can't follow-up with them. Solutions:- call to action- remarketing campaign- Find out what your current conversion rate is, and try to increase it2. Lost LeadsA small percentage of leads are ready to buy now, but don't loose contact with those that didn't buy. We focus on what's not right now, which is the right thing to do, but don't loose those leads you worked so hard to gain.- nurture campaign & strategy for "no's"
  • Strategy before tools & TacticsCommon problems with most marketers is that they dive into the fun stuff, the tools, and forget about the strategy. What happends is that you1. lost traffic 2. lost leads1. Lost TrafficPeople come to your website, but you can't follow-up with them. Solutions:- call to action- remarketing campaign- Find out what your current conversion rate is, and try to increase it2. Lost LeadsA small percentage of leads are ready to buy now, but don't loose contact with those that didn't buy. We focus on what's not right now, which is the right thing to do, but don't loose those leads you worked so hard to gain.- nurture campaign & strategy for "no's"
  • Making a Planhttp://sbinfocanada.about.com/od/onlinebusiness/a/netcampaignpp_2.htm1. Identify business goals2. Map our current customer profile3. Map out customer lifecycle4. Fill in the sequences5. Create ad content with call to action6. Monitor conversionsIn the mid 90s, many people were calling the Internet a “fad”. Today, we would not consider a business “real” unless it had a website or some form of online presence. From a marketing perspective, chances are near 100% of your audience is online at some point during the day!They are connecting with each other, looking for you, buying a book or passing time. How can you connect with them?(click)
  • Making a Planhttp://sbinfocanada.about.com/od/onlinebusiness/a/netcampaignpp_2.htm1. Identify business goals2. Map our current customer profile3. Map out customer lifecycle4. Fill in the sequences5. Create ad content with call to action6. Monitor conversionsIn the mid 90s, many people were calling the Internet a “fad”. Today, we would not consider a business “real” unless it had a website or some form of online presence. From a marketing perspective, chances are near 100% of your audience is online at some point during the day!They are connecting with each other, looking for you, buying a book or passing time. How can you connect with them?(click)
  • Defining your customer is as important as defining your products or naming your business. If you have not yet done a marketing plan within your business plan, then you need to do this exercise. (Here's how to create a complete marketing plan, from your Unique Selling Proposition through advertising and promotions planning. And if you are starting from square one and need to write a business plan, this Business Plan Outline will lead you through the process step by step.)If you already have this in your business plan, you can skip ahead to Step 2.Action:
Answer these questions as honestly as you can. In other words, don't project your expectations or hopes on them. What is your perfect, solid customer really like?Is my perfect customer male or female?Does my perfect customer work out of the home or in the home?What is the job profile of my perfect customer - an executive, manager, worker, entrepreneur, stay-at-home parent, etc.What is the net household income of my perfect customer?What level of education does my perfect customer have?Does my perfect customer have room in her spending budget for my product/service on a one time, occasional or constant basis?How do my perfect customers use my product/service - do they buy it for themselves or as a gift?Does my perfect customer spend a lot, some or minimal time on the Internet?Where does my perfect customer look for my product/service? Both online and in physical locations?Once you have this written out, you should have a good picture of where to start looking to place your message and how to write your message copy.where to start looking to place your message and how to write your message copy.
  • Directory listings come in many different formats. Our Kids is a form of a very focused paid directory site, but there are also many free or more generic options. Other than the direct leads that directory websites generate for you around the clock, well ranked directory websites can have a very strong impact on your websites organic search ranking in google yahoo or bing. I’ll refer most of the time to google because google is king and the leading search engine used by 80% of all online users. When rankign a website, google looks at how many other websites talk about that particular site. And then it looks at the strength of that particular referring website, in association with the content. So if a highly ranked car website is linking to your school website, it will give it less value than if a highly ranked education website is linking to you. Another very strong value that trusted directory websites have is the ability to increase your online footprint. Because of the accessibility to information, consumers no longer only look at the brand’s website. They want to see beyond that. So when someone hears about you, and then Google searches your school name, if your website is the only search result that comes up, it provides a bit of an uneasy feeling. But if I see you posted on a number of trusted sources, it brings legitimacy to you. It provides me with confidence.And of course, just like the goal at OUR KIDS is to deliver qualified leads to our member schools, good directory websites should do that for you with options for families to connect via phone, email or your website.
  • We’ll get back to this one in more detail… but let’s review the main steps here. Now, where are you going to post your ads? A coordinated effort across several sites and venues commonly frequented by your customers is the most effective marketing campaign. If you are seen in several places your visibility and retained message is much stronger.Complementary sites that you can help cross-promote to your visitors, who will then see you there too, will provide excellent reinforcement of your message. Holiday specific sites that are well promoted are excellent areas to consider.When considering a website, social media network or newsletter for your ad, look at factors such as traffic, search engine placement, external linking (how many places link to it), quality of current ads and types of messages being presented in current ads.Are there many competitors of yours already?Is the advertising of a complementary nature to your business?Are the ads completely unrelated to your business and to the intended traffic of the site?These are all clues to measure a best fit of your message to the traffic of the site.Pay-Per-Click (PPC) advertising is another consideration for your marketing campaign. If you're new to PPC, stick to places that allow you to set limits on daily expenditures. Google AdWords is a good example. This will also help you to experiment and determine the most effective keywords by paying close attention to the statistics of the PPC campaign.Conversion rates are an important measuring tool. What you need to do is determine what exactly you want to measure for your marketing campaign. Is it sales orders? Newsletter subscribers? Downloads of your free e-book? A conversion rate is the number of click-throughs it takes to achieve your target measurement. So if your page has 1000 hits, 14 clicks and 1 sale in a day, your conversion rate is 1:14 or 7.1%. In other words, 7.1% of the clicks are generating a sale during this period.Close monitoring of your conversion rates will quickly tell you what is working and what is not. Don't hesitate to tweak or modify your ads if needed. This is a process in constant motion until you find the best fit. Remember too, an ad may work superbly in one place but not in another.Making a Planhttp://sbinfocanada.about.com/od/onlinebusiness/a/netcampaignpp_2.htm1. Identify business goals2. Map our current customer profile3. Map out customer lifecycle4. Fill in the sequences5. Create ad content with call to action6. Monitor conversionsIn the mid 90s, many people were calling the Internet a “fad”. Today, we would not consider a business “real” unless it had a website or some form of online presence. From a marketing perspective, chances are near 100% of your audience is online at some point during the day!They are connecting with each other, looking for you, buying a book or passing time. How can you connect with them?(click)
  • We’ll get back to this one in more detail… but let’s review the main steps here. Now, where are you going to post your ads? A coordinated effort across several sites and venues commonly frequented by your customers is the most effective marketing campaign. If you are seen in several places your visibility and retained message is much stronger.Complementary sites that you can help cross-promote to your visitors, who will then see you there too, will provide excellent reinforcement of your message. Holiday specific sites that are well promoted are excellent areas to consider.When considering a website, social media network or newsletter for your ad, look at factors such as traffic, search engine placement, external linking (how many places link to it), quality of current ads and types of messages being presented in current ads.Are there many competitors of yours already?Is the advertising of a complementary nature to your business?Are the ads completely unrelated to your business and to the intended traffic of the site?These are all clues to measure a best fit of your message to the traffic of the site.Pay-Per-Click (PPC) advertising is another consideration for your marketing campaign. If you're new to PPC, stick to places that allow you to set limits on daily expenditures. Google AdWords is a good example. This will also help you to experiment and determine the most effective keywords by paying close attention to the statistics of the PPC campaign.Conversion rates are an important measuring tool. What you need to do is determine what exactly you want to measure for your marketing campaign. Is it sales orders? Newsletter subscribers? Downloads of your free e-book? A conversion rate is the number of click-throughs it takes to achieve your target measurement. So if your page has 1000 hits, 14 clicks and 1 sale in a day, your conversion rate is 1:14 or 7.1%. In other words, 7.1% of the clicks are generating a sale during this period.Close monitoring of your conversion rates will quickly tell you what is working and what is not. Don't hesitate to tweak or modify your ads if needed. This is a process in constant motion until you find the best fit. Remember too, an ad may work superbly in one place but not in another.Making a Planhttp://sbinfocanada.about.com/od/onlinebusiness/a/netcampaignpp_2.htm1. Identify business goals2. Map our current customer profile3. Map out customer lifecycle4. Fill in the sequences5. Create ad content with call to action6. Monitor conversionsIn the mid 90s, many people were calling the Internet a “fad”. Today, we would not consider a business “real” unless it had a website or some form of online presence. From a marketing perspective, chances are near 100% of your audience is online at some point during the day!They are connecting with each other, looking for you, buying a book or passing time. How can you connect with them?(click)
  • Online marketing works best when you focus only on one or two things. You may have a variety of products but pick one or two items that are good sellers and have a solid appeal to your target market for your marketing campaign.Next ask yourself, "What am I selling"? It's rarely the product or service. You are selling a benefit, something that registers at the emotional level. If you are selling fishing rods, for example, you're selling the excitement of successfully landing that monster in the lake. If you are selling cosmetics, you're selling beauty.The most successful ads use words that relate to the customer. Use You and Yours and never put the focus on Me, Mine, Our, My or We. Create several emotional words associated with the product - fun, comforting, relaxing, stimulating, addictive - and use at least one of them in the ad.Coupons are also an effective marketing tool. They can be easily tracked either manually or by an automated shopping cart system. Use different codes for different advertising locations and you'll quickly see which ones get the best attention.Action:
Create a text ad for each item in your Internet marketing campaign, making sure to hit at least one to three prime keywords in the text. Text ads typically run 60 characters wide by 3, 5, 7 or 10 lines long.Once you have your text ads, go through your banner inventory. Do you need to update them with a holiday specific message? Does every image have an appropriate ALT tag? Is the graphic properly optimized for size (under 20-50kb) and resolution (72dpi)?
  • Tracking and reacting to your campaign's successes are critical in maintaining an effective marketing campaign. From your website stats to PPC stats, there are many ways to determine what is working and what isn't. By paying attention you'll learn volumes about your ads and how to hone them for best results.Tracking tricks include using specific coupon or sales codes for each ad placement, setting up separate entry pages on your site for each ad, and utilizing a service that helps track activity.There are advertising management services that help you to track ad performance, such as Google's DFP Small Business, a free service that is relatively easy to implement and gives powerful ad tracking management and support. Some venues, such as Facebook ads, provide their own reports.Action:
On a daily basis for the first two weeks, review the results of your various ads. Write them up in your tracking sheet and look for any trends or patterns. Which ones are performing, where and why? If some aren't working, replace them with others that are or try another from your hold list. Once you settle into a pattern of review and ad management you'll know better how often you need to monitor your marketing campaigns.EXPO AD EXAMPLE
  • Based on these trends, a few things you can do today: read/review bullet points(click)
  • You don’t own Facebook, Twitter, Linkedin or Pinterest… though you can use those channels to drive to your website.You don’t own the Globe & Mail or the National Post, but they, too, are channels to drive to your website.In our experience, we note that it is important to have a robust website that tells a full story of your brand, engages the audiences, and clearly drives them to action. For us, we use our website to convert visitors to our members websites so they can make a decision on where their children will go to camp. We use our offline, more traditional presence, to invite our audience to attend our events and visit our website. And, we use our social networks to engage, and then again, drive back to our website.In the end, it is the website that is the hub for all activity and the place where your brand is described as you want it, and the audience’s path is shaped to help you achieve your goals.(click)
  • These are the 5 most popular social networks (outside of Linkedin) in Canada. Linkedin is mostly viewed as a professional network so for the purpose of reaching camp parents, we won’t delve into it today.Talk through platformsChoose 1-3 platforms that you are most comfortable with… because once you dive in, you have to commit. There is an expectation in social networks that you are present, engaged and responsive. Many brands, for example, do not reply to consumers and this leads to negative buzz. Think about the time & effort you can invest, where you are comfortable and choose networks appropriately.
  • These are the 5 most popular social networks (outside of Linkedin) in Canada. Linkedin is mostly viewed as a professional network so for the purpose of reaching camp parents, we won’t delve into it today.Talk through platformsChoose 1-3 platforms that you are most comfortable with… because once you dive in, you have to commit. There is an expectation in social networks that you are present, engaged and responsive. Many brands, for example, do not reply to consumers and this leads to negative buzz. Think about the time & effort you can invest, where you are comfortable and choose networks appropriately.
  • Ultimalty – in PPC, you want to focus on conversions, not clicks. You are paying for each one, so
  • With all these changes in technology and process, how will it affect your brand? Well, actually, it can truly help bolster a brand…(click)
  • - Exhibiting schools are english speaking, so we need to focus on parents looking for english speaking schools. - we have families arrive, and are dissapoined. what’s important to them?Registration = what page are you sending them to? Is there a different conversion rate based on what path you drive them to.Organic visitors, you can’t control, but paid visitors you can contrl their path. Follow-up. It’s worthwhule. What’ important to them? Provide listo f questions. List of schools, what they can get out of the day. Testimonials form past parents. Just ecase they inquired, doesn’ tmean they are going to sigh up. Keep them warm.Thank you – small things matter.
  • - Exhibiting schools are english speaking, so we need to focus on parents looking for english speaking schools. - we have families arrive, and are dissapoined. what’s important to them?Registration = what page are you sending them to? Is there a different conversion rate based on what path you drive them to.Organic visitors, you can’t control, but paid visitors you can contrl their path. Follow-up. It’s worthwhule. What’ important to them? Provide listo f questions. List of schools, what they can get out of the day. Testimonials form past parents. Just ecase they inquired, doesn’ tmean they are going to sigh up. Keep them warm.Thank you – small things matter.
  • - Exhibiting schools are english speaking, so we need to focus on parents looking for english speaking schools. - we have families arrive, and are dissapoined. what’s important to them?Registration = what page are you sending them to? Is there a different conversion rate based on what path you drive them to.Organic visitors, you can’t control, but paid visitors you can contrl their path. Follow-up. It’s worthwhule. What’ important to them? Provide listo f questions. List of schools, what they can get out of the day. Testimonials form past parents. Just ecase they inquired, doesn’ tmean they are going to sigh up. Keep them warm.Thank you – small things matter.
  • Now that we know that people trust each other’s recommendations more than traditional advertising, but need advertising for legitimacy…Now that we see that people want to engage & connect with new communities…And, now that we recognize the power of our own voices…It is critical to see that branding STARTS with the employees & company culture. Think about Starbucks, Zappos, WestJet… Many perceptions that people talk about stem from an experience with a team member who reflected the brand. Your camp culture IS your brand!Consider this chain of events:Your employees are hired for their skills. They are brought into a culture of sharing, open-ness, support. They are encouraged to help each other. They treat their campers the same way (and their parents too!). The consumers become part of this culture… The culture grows. Everyone is involved, is bought in, and shares the experience.(click)
  • As we wrap up our first Our Kids Marketing Academy webinar, we will always give you soundbites you can share, and apply immediately.(click)
  • Based on these trends, a few things you can do today: read/review bullet points(click)
  • Study after study proves that integrated marketing works for a few reasons: it takes multiple touches using multiple channels to gain the attention of customers and prospects; using a single communications channel makes it difficult to achieve diverse business needs, and 3) digital channels provide a method for collecting customer data on the backend and, in turn, building relationships with audiences based on what you know about them – not assumptions that may have been made. By integrating tools and technologies like a CRM solution and email marketing software with your advertising campaigns, you’ll build out your customer profiles more strongly.
  • INTROWelcome to another segment of the Our Kids Marketing Academy, designed specifically for private and independent schools. Today, we’ll be reviewing the importance of the mobile channel as a segment of your marketing mix.Before we get started, for those of you who are attending your first webinar with me, my name is Agnes Stawicki. I am the managing editor of special projects with Our Kids Media and each of our brands. Like many of you, I often wear many hats, but part of my role is to grow our reach and exposure, so that we can continue to connect schools with a quality group of families looking for independent education. And as the way consumers interact and want to be communicated to change, so does our industry. I invite you to Join the conversation. . Feel free to ask questions throughout the session via the question interface of the webinar, or if you are on twitter, follow and tweet to us @mktgacademy. I will do our best to answer all questions during this session.Let’s get started!click

Transcript

  • 1. Building an Online Marketing Campaign Agnes Stawicki #mktgacademy www.ourkidsmedia.com @mktgacademy
  • 2. www.ourkidsmedia.com
  • 3. www.ourkidsmedia.com Source: Hubspot.com
  • 4. Information overload  There are 2.69 billion web pages worldwide.  100 hours of video are uploaded to YouTube every minute.  200 million active twitter users, 400 million tweets sent daily.  Every 2 days we create as much information as we did from dawn until 2003. Sources: Eric, Schmidt, former Google CEO, Twitter, WorldWideWebSize.com,
  • 5. Content  Marketing trends  Mistakes  Strategy  Tools & Tactics  Case Study  Summary www.ourkidsmedia.com
  • 6. Marketing trends Where are we headed
  • 7. The art of telling a story to a consumer that they want to hear that lets them persuade themselves that they want to buy something. - Seth Godin www.ourkidsmedia.com
  • 8. Trends 2013 2014 Digital shift of Gen X & Y Mobile & Social Access to data Integration of data (CRM) Focus on experience Focus on engagement www.ourkidsmedia.com
  • 9.  Before you start: 1. Make sure your website is functional and professional. 2. Install an analytics program. www.ourkidsmedia.com
  • 10. Online Marketing Strategy  Industry research  Goal conversion optimization  Keyword identification  Sales nurture campaigns  Search engine optimization  Social media engagement  Online advertising  Tracking & refinement Who is involved in each step? www.ourkidsmedia.com
  • 11. Mistakes Strategy before tactics
  • 12. What could go wrong?  Lost Traffic  No call to action  No conversion rate tracking  Forgotten Leads  No follow-up/nurture campaigns  No planned re-introductions  Before you start: 1. Make sure your website is functional and professional. 2. Install an analytics program. www.ourkidsmedia.com
  • 13. Strategy Your roadmap
  • 14. Six step marketing plan 1. Identify your goals 2. Determine where your audience is 3. Choose your target media outlets 4. Map out your customer lifecycle 5. Create ad content 6. Monitor conversions (what works) www.ourkidsmedia.com
  • 15. 1. Goals  Focus on each goal separately  Identify main and secondary goals  Map out how goals work together or feed each other      Request brochure Attend open house Submit application Schedule interview Acceptance www.ourkidsmedia.com
  • 16. 2. Choose your media  Where do your customers spend time online? How do they research?  What organizations can you partner with to reach them?  What results do you expect from your investment? (time or money, be realistic)  Consider: Total reach, target reach, cost per impression, traffic, quality of leads www.ourkidsmedia.com
  • 17. 2. Choose your online media Type Function Your website Digital home for your business Directories Target audience, generate quality leads, good for SEO Display Ads Branding, awareness, time sensitive campaigns Search Target audience, quick traffic, possible high bounce rate Remarketing Nurture a lead, re-engage Social Word of mouth, engagement, 2-way communication www.ourkidsmedia.com
  • 18. 3. Customer lifecycle  Attract traffic: websites, social, seo, ppc, events, forums…  Capture leads: call to action, downloads…  Nurture prospects: email, newsletters, follow-ups  Deliver: over deliver on expectations  Ask for referrals: encourage word of mouth marketing www.ourkidsmedia.com
  • 19. Map it out
  • 20. 4. Content  Focus on one thing  Emphasis the ‘benefits’ you are selling, not the product. Speak to their ‘passion’  Include a clear call to action  Make sure it’s campaignable  Consider the medium and environment www.ourkidsmedia.com
  • 21. 5. Monitor  Determine what you want to measure (traffic, leads, downloads…)  Implement tracking codes for each stage  Monitor daily/weekly/monthly and modify what isn’t working  Conversion Rate: What percentage of people completed your intended action www.ourkidsmedia.com
  • 22. No linear path
  • 23. Tools & Tactics The fun stuff
  • 24. Online Website Offline
  • 25. Where should you be? Tool Great for Directories SEO, credibility, leads Banner Ads Branding, awareness Search Recognition, leads Remarketing (search) Reminders Website Business, Conversions Email Nurture prospects www.ourkidsmedia.com
  • 26. Where should you be? Tool Great for Facebook Your community Twitter Position you as expert LinkedIn Grow your professional network Google+ SEO YouTube, vimeo Build your brand Blogs Share knowledge Forums Be the solution www.ourkidsmedia.com
  • 27. What’s a click worth? Gain insight from:  Time on site  Pages/visit  Page flow  Bounce rate
  • 28. Case Study
  • 29. Private School Expo  Target market: middle to upper income parents looking for private school  Media buy: Online, SEO, PPC, print, radio, email, direct, forums, blogs, social  Call to action: Download your 50% off admission voucher  Follow-up: email + social  Deliver: schools, information seminars, education consultants www.ourkidsmedia.com
  • 30. Example: Expo Marketing Search (seo, ppc) PR Radio Print Social www.ourkidsmedia.com Direct Register Email
  • 31. Use consistent imagery & messaging
  • 32. Private School Expo Results  48% increase in registrations  20% increase in attendance  810 leads generated by social shares with 20% conversion www.ourkidsmedia.com
  • 33. Use consistent imagery & messaging
  • 34. Track what’s working Modify Monitor www.ourkidsmedia.com Plan Execute
  • 35. Summary #mktgacademy
  • 36. 6 Key take-aways 1. Go to where your audience is. 2. Offline advertising drives online search and discussion. 3. First impressions matter. 78 % of sales are won by the first company that responds. 4. More traffic doesn’t always equal more sales. Quality plus quantity! Look at your bounce rate. 5. Do more with less. Improve conversion rates on your existing traffic. 6. There’s always room for improvement. Plan, execute, monitor, modify. www.ourkidsmedia.com
  • 37. Integrate your marketing to produce the strongest results www.ourkidsmedia.com
  • 38. Questions? Agnes Stawicki, agnes@ourkidsmedia.com www.ourkidsmedia.com @ourkidsnet @MktgAcadmey