Increase enrollment through Inbound Marketing - Presentation at Assocation of Classical Christian Schools 2013

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How do you find more prospective students? What is the difference between inbound marketing and traditional marketing? Do you know the first steps to take in implenting an inbound marketing campaign? …

How do you find more prospective students? What is the difference between inbound marketing and traditional marketing? Do you know the first steps to take in implenting an inbound marketing campaign? This presentation will answer all these questions. It was presented by Ralph Cochran at the 2013 Association of Classical Christian Schools Conference.

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  • 1. INCREASING ENROLLMENTTHROUGH INBOUND MARKETINGRalph CochranDirector of Advancement and Stewardshipwww.linkedin.com/in/ralphcochranwww.linkedin.com/in/ralphcochran/www.linkedin.com/in/ralphcochran/
  • 2. Inbound Marketing can bring the rightstudents running to your school!Why should you care about Inbound marketing?How will Inbound Marketing impactyour school?Grammar and Logic of Enrollment GrowthGrammar and Logic of Inbound MarketingWhere to start in the jungle of inboundmarketing?
  • 3. Is your enrollment growth flat?
  • 4. Are you fishing for new students in the right pond?
  • 5. Use Inbound Marketing Strategy to find thenext big catch of prospective students!
  • 6. Growth in enrollment bringsfinancial strength to a school.
  • 7. BRIDGE THE ANNUAL BUDGET “GAP”BY ENROLLMENT GROWTH
  • 8. Stable Growing Enrollment• Results in Cash Reserves for Rainy days such as recentrecession• Protecting mission and vision by limiting temptations tocompromise and water down school with non-missionappropriate students• Example: Christian School admitting non-Christian Foreign Exchangestudents• Most banks allow you to borrow money based on enrollmentnot donations to calculate Debt Cover Ratios(DCR)• Don’t let the “gap” rule you year after year through the need tomeet the goals of the annual fund.
  • 9. Remember our starting point!Faithfulness is the answer to enrollment growthnot the latest marketing tactics.
  • 10. INBOUND MARKETING DONE WELLINCREASES PROSPECTS130344# ProspectsCASE STUDY:ANNAPOLIS CHRISTIAN ACADEMY2012/2013 2013/2014(Projection for Fall 2013)
  • 11. Grammar for Dashboard of Enrollment• PROSPECT FUNNEL• # Suspects(Search), # Prospects/Inquiries, # Visits,• APPLICANT FUNNEL• # Applicants, # Tested, # Interviewed, # Accepted, # Enrolled• RETENTION FUNNEL• # Likely to return, # unlikely to return, # 50/50 to return, # not returning• CONVERSION RATES• Prospect to Enrolled % (aprox. 20%)• Visits to Enrolled % (aprox.30%)• Applicants to Enrolled % (aprox.50%)• Many variations of above
  • 12. The math of Enrollment growth• If you have 200 students and lose 20(not seniors) youneed 20 new students to have a net growth of 0%.• If you want to have a 10% growth you need 220 studentswhich means you need 40 new students.• You need to have enough prospects in your prospectfunnel to reach that goal of 40 new students.No prospects = now growth or worse.
  • 13. How many prospects do youneed to obtain 40 students?• Answer:It Depends on your historical conversion rates• Example School Answer:• 20% Conversion Rate from Prospect to Enrolled• Result is 200 Prospects/Inquiries needed to obtain 40 Students• Problem:Most schools do not track the data so they don’t know thestory of their data.Inspect what you Expect or you cannot expect anychange.
  • 14. Enrollment Growth Secrets
  • 15. Fill funnel and inspect/manageprospects at every level
  • 16. Are you fishing for new students in the right pond?
  • 17. Using Inbound Marketingto Fill the Funnel with prospects
  • 18. WHAT IS INBOUND MARKETING?Sharing is caring and inbound marketing is about creating and sharing contentwith the world. By creating content specifically designed to appeal to your dreamcustomers, inbound marketing attracts qualified prospects to your business and keepsthem coming back for more.• Make marketing people love.• By publishing the right content in the right place at the right time, your marketingbecomes relevant and helpful to your customers, not interruptive. Now that’s marketingpeople can love.Definition and graphics from Hubspot, Inc.
  • 19. Inbound vs. Traditional MarketingTRADITIONAL INBOUNDInterruption Relational/ListeningPushing PullingPrint, Radio, Direct Mail Blog, White Papers, Guides, SearchEngine Optimization (SEO),Engaging ContentSales Cycle“Customer does X for business”Buying Cycle“Business educates, and nurtureswith content for Customer”One Way Two WayBuying Prospect’s Attention Earning Prospect’s AttentionBuilding Websites Building Communities
  • 20. Inbound Marketing MethodologyThe best way to turn strangers into customers and promoters of your school.Graphic from Hubspot
  • 21. INBOUND MARKETING DONE WELLINCREASES PROSPECTS13075228344120263# Prospects # Applicants # StudentsCASE STUDY:ANNAPOLIS CHRISTIAN ACADEMY2012/2013 2013/2014(Projection for Fall 2013)
  • 22. Grammar of Inbound Marketing• Content Creation• S.E.O. (Search Engine Optimization)• Keyword Optimization (Long Tail Keywords)• BLOG• Landing Pages• C.T.A.’s (Call to Actions)• S.E.R.P. (Search Engine Result Page)• Paid Search (Google AdWords, Bing, Yahoo, Facebook)• E-Guides, E-books, Forms,• Analytics, Conversion Rates, etc….• TIP GET HUBSPOT CERTIFIEDFREE HUBSPOT CERTIFICATION TRAINING
  • 23. How we do Inbound and Traditional Marketingat Annapolis Christian Academy.• SIMPLICITY AND CLARITY• BUILD AROUND BUYING PERSONAS• INTEGRATE TRADITIONAL AND INBOUND MARKETINGTACTICS• Direct Mail Example – Google Re-marketing• WEBSITE DESIGN• 85% PROSPECT FOCUSED• 15% CURRENT PARENT FOCUSED• FOCUS ON CONTENT THAT MEETS PROSPECTS WHERETHEY ARE BASED ON BUYING PERSONAS
  • 24. How we do Inbound Marketing atAnnapolis Christian Academy.
  • 25. What Are BuyerPersonas?Buyer personas are fictional representations of your idealcustomers. They are based on real data about customerdemographics and online behavior, along with educatedspeculation about their personal histories, motivations,and concerns.Hubspot Slides?
  • 26. How Are BuyerPersonas Created?Buyer personas are created through research, surveys, and interviews ofyour target audience. That includes a mix of customers – both “good” and“bad” -- prospects, and those outside of your contact database who mightalign with your target audience. You’ll collect data that is both qualitativeand quantitative to paint a picture of who your ideal customer is, what theyvalue, and how your solution fits into their daily lives.?
  • 27. AnnapolisBuyer Persona OverviewGoal: To create content that attracts and pulls certain buyerpersonas to the school. Use of Parent guides, Tips, Studentprofiles, and other material helps educate and nurture prospects tobecome leads, visit the school, apply, and enroll.
  • 28. Affluent AlexisBACKGROUND:• Wealthy Housewife• College graduate who worked for several yearsafter college before getting married and leaving theworkforce• Married with 2 children (10 and 7)• Nominal Christian who takes the kids to afashionable mega-church (with good childcare!)about once a monthDEMOGRAPHICS:• Skews female• Age 30-45• Single HH Income: $250,000+• Accustomed to urban lifestyle; always has the latestphone w/ data plan, tablet PC, SUV, etc.IDENTIFIERS:• Calm demeanor• High expectations• Somewhat disconnected from processes; caresabout results.
  • 29. Affluent AlexisGOALS:• Ensure her children receive the very best• Liaise for her very busy husbandCHALLENGES:• Keeping a tight schedule• Keeping up with her kids• Understanding high philosophical,theological, and pedagogical jargonHOW WE HELP:• Provide top-quality education for herchildren• Offer excellent communication aboutschool events and her children’sindividual needs through multipletechnological venues: email, Facebook,website, Blackbaud, flyers, etc.
  • 30. Affluent AlexisLESS-THAN-REAL QUOTES:• “It’s tough getting the kids ready in the morning,keeping up with their assignments, andmanaging to stay presentable.”• “I don’t have time to get everything done ineach day.”• “I’ve had to deal with so many disappointmentswhen it comes to others.”COMMON OBJECTIONS:• I’m worried your teachers, administrators,facilities, and communications won’t beadequate for my and my children’s needs.• I don’t want to have to add any extra work to myalready busy life to learn any academic lingo inorder to understand your communications.
  • 31. A WALK THROUGH:HOW WE GET A PROSPECT WITHINBOUND MARKETING• BLOG CONTENT ABOUT SELECTING A PRESCHOOL• HEADMASTER AND PRINCIPAL• CREATE BOOKLETS/GUIDES USING BLOG CONTENT• PARENT’s GUIDE TO SELECTING A PRESCHOOL IN CORPUSCHRISTI• HAVE LANDING PAGES FOR EACH CALL TO ACTION• GOOGLE AdWords – CUSTOM LANDING PAGE FOREACH KEYWORD OPTIMIZIED AD. See example…• Do not waste money by sending them to your homepage
  • 32. Paid Search Strategy: Keyword “Christian Preschool Corpus Christi”Keyword Optimized LocalGoogle Ad for ChristianPreschool in Corpus Christi
  • 33. LANDING PAGE FROMGOOGLE AD
  • 34. Integrating Traditionalwith Inbound Marketing• DIRECT MAIL CAMPAIGN VIA POSTCARD MANIA• 4 Post Cards Mailings 12,000-15,000 each• Focus on giving away content and getting Contact info• POSTCARD DESIGN FOCUS ON BUYER PERSONAS• Each Postcard’s design has different focus on different buyerpersonas.• Preschool emphasis vs. Upper school emphasis• CALL TRACKING AND RECORDING• GOOGLE RE-MARKETING• Display ads appear to follow visitors when they leave our homepagedue to cookies• Results: Nearly 4000 suspects who visited our website are seeing ourdisplay ads in places like CNN.com, Washington Post, etc..
  • 35. Notice Call to Actions:They meet different prospects intheir buying cycle. Some at Top ofFunnel – Download Guide, Othersat Bottom of Funnel RSVP to Visit
  • 36. Google Re-Marketing Service
  • 37. WHERE DO YOU START WITH ANINBOUND MARKETING PLAN?STEP 1CREATE BUYING PERSONAS BY YOURSELF AND WITH A TEAM– 2-4 PERSONAS– Email me for a templateSTEP 2BUILD A CONTENT CREATION STRATEGY TIED TO BUYER PERSONASSTEP 3CREATE A BLOG– Commit to 2 Blog post per Week (Use Staff)– Stockpile Content– Wordpress, Hubspot, etc…– Build Content around Buyer Personas– Don’t Talk over their heads.STEP 4KEYWORD OPTIMIZATION FOR CONTENT AND WEBSITE
  • 38. WHERE DO YOU START WITH ANINBOUND MARKETING PLAN?PART 2STEP 5- ADD LANDING PAGES AND CALLS TO ACTIONS TO WEBSITESTEP 6- Use GOOGLE AdWords- Add it to your budget– Use landing pages for Google Adwords not homepageSTEP 7- Plan an IDEAL BUDGET – View Marketing as an Investment– 3-4 Tuitions per 100 students for Marketing– The smaller the school and the more they need to grow the higher theproportion for the marketing budget. Estimate a school of 200 students needsa $35,000 marketing expense budget for both Inbound and TraditionalMarketing.– Costs: Hubspot Software, Google AdWords, Database Software for Prospectsand applicants tracking (RenWeb, Blacbaud, Salesforce.com, etc..) Long Term- Consider switching to Hubspot or other Social Media Friendly Websitecompany
  • 39. May God Bless your faith-fullnessas you go fishing for prospects!
  • 40. FUTURE WEBINARAND LINKEDIN GROUP• Post Card Mania is going to offer a Webinar forIntegrating Traditional with Inbound Marketing onAugust 5th.• Linked In Group –Enrollment Growth through Inbound MarketingStrategies for Classical Christian Schools• http://www.linkedin.com/groups?gid=5076092&trk=myg_ugrp_ovr• Email me for details @RalphCochran99@gmail.com