Your SlideShare is downloading. ×
Inbound Marketing for SchoolsUsing Blogs, Facebook, and Twitter<br />Sara Imbriglia Leone & Brendan J. Schneider (@Schneid...
All About The Ellis School <br />Founded in 1916<br />All Girls, PreK-12, Day School<br />Urban Location<br />Enrollment –...
Pittsburgh – The City of Champions (and an aging population)<br />
Gulp!<br />From 2011-2016:<br />There is a 5% drop in households with school age poplulation<br />A 6% drop in households ...
“Getting Found”Traditional Methods – Friend of Faux?<br />Print Advertising<br />Billboards<br />Banners<br />Direct Mail<...
My Story<br />Sewickley Academy 2008<br />
Traditional (Outbound) Marketing<br />
Social Media<br />
Friends? Followers?	<br />
Inquiries - /Apps, Visit =<br />Ghost Inquiries<br />Traditional Marketing ROI<br />Job Security<br />
Inbound Marketing for Schools<br />Marketing<br />Retention<br />Enrollment<br />
Inbound Marketing<br />Outbound - You find families<br />Inbound - Get found by families<br />Marketing<br />
Blog<br />School<br />Website<br />Twitter<br />Facebook<br />YouTube<br />Marketing<br />
Where it all starts...<br />Marketing<br />
Pittsburgh Private School?<br />Marketing<br />
Search Engine Results Page<br />SERP<br />Marketing<br />
Inbound Marketing<br />Search Engine Optimization (SEO)<br />Relevance<br />Authority<br />Marketing<br />
Search Engine Optimization<br />Create Great Content<br />Get Links<br />Get Found<br />Marketing<br />
School Website<br />Marketing<br />
Blog<br />Core<br />What do your prospective families want to read?<br />Include Social Sharing<br />Brand for School<br /...
Blog Details<br />Wordpress<br />Post at least 1/week<br />Team<br />Chief Blogger<br />Long Tail Keywords<br />Marketing<...
Blog Topics<br />Success<br />5 Things To Do Before You Apply For Financial Aid<br />Why We Teach Mandarin Chinese At Sewi...
Facebook<br />“Business casual”<br />What would prospective families find interesting?<br />See behind the curtain...<br /...
Facebook Details<br />Northsocial.com<br />Post 2-3/day<br />Blog posts<br />Media is better<br />Share external as wellMa...
Twitter<br />“Beach Attire”<br />What does your school find interesting?<br />Marketing<br />
Twitter Details<br />Hootsuite.com<br />Post 3-4/day<br />75/25 Rule<br />Timely.is<br />Schedule<br />Marketing<br />
Twitter Content<br />75% - School<br />Blog Posts<br />News – Internal and External<br />MediaMarketing<br />Educational Q...
YouTube<br />The Future<br />Experiment<br />Unpolished is goodarketing<br />Marketing<br />
Where Do We Go Now?<br />Search Engine Optimization<br />Maximize content on website<br />Break into the world of blogging...
How Are We Doing?<br />Progress<br />Facebook Page – 764 Fans<br />Twitter – 190 Followers<br />LinkedIn – Group Page<br /...
Enrollment<br />Social Media<br />Got Found<br />Brand – Not Your Logo<br />Anecdotal<br />Boarding School<br />Enrollment...
Retention<br />Easier to Reenroll than to Enroll<br />Anecdotal<br />Parents are active on Facebook<br />Reinforce decisio...
Books<br />
Results<br />2011-2012 Admission Cycle<br />Inquiries, Applications, and Visits all increased compared to last year<br />I...
Future<br />Connect<br />Guest Blog<br />Finally...<br />
“Change Before You Have To”<br />Jack Welch<br />
We’ll buy...<br />...when you visit Pittsburgh!<br />
Questions<br />
Upcoming SlideShare
Loading in...5
×

Inbound Marketing For Schools Using Blogs, Facebook, and Twitter

3,006

Published on

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

No Downloads
Views
Total Views
3,006
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "Inbound Marketing For Schools Using Blogs, Facebook, and Twitter"

  1. 1. Inbound Marketing for SchoolsUsing Blogs, Facebook, and Twitter<br />Sara Imbriglia Leone & Brendan J. Schneider (@SchneiderB)<br />The Ellis School Sewickley Academy<br />#ims<br />SSATB Annual Meeting | Phoenix 2011 <br />
  2. 2. All About The Ellis School <br />Founded in 1916<br />All Girls, PreK-12, Day School<br />Urban Location<br />Enrollment – 447<br />Student to Teacher Ratio is 6:1<br />Average Class Size 12<br />
  3. 3. Pittsburgh – The City of Champions (and an aging population)<br />
  4. 4. Gulp!<br />From 2011-2016:<br />There is a 5% drop in households with school age poplulation<br />A 6% drop in households with male school age population<br />And an 8.5% drop in households with female school age poplulation<br />
  5. 5. “Getting Found”Traditional Methods – Friend of Faux?<br />Print Advertising<br />Billboards<br />Banners<br />Direct Mail<br />Radio Advertising<br />
  6. 6. My Story<br />Sewickley Academy 2008<br />
  7. 7.
  8. 8.
  9. 9. Traditional (Outbound) Marketing<br />
  10. 10. Social Media<br />
  11. 11. Friends? Followers? <br />
  12. 12.
  13. 13. Inquiries - /Apps, Visit =<br />Ghost Inquiries<br />Traditional Marketing ROI<br />Job Security<br />
  14. 14. Inbound Marketing for Schools<br />Marketing<br />Retention<br />Enrollment<br />
  15. 15. Inbound Marketing<br />Outbound - You find families<br />Inbound - Get found by families<br />Marketing<br />
  16. 16. Blog<br />School<br />Website<br />Twitter<br />Facebook<br />YouTube<br />Marketing<br />
  17. 17. Where it all starts...<br />Marketing<br />
  18. 18. Pittsburgh Private School?<br />Marketing<br />
  19. 19. Search Engine Results Page<br />SERP<br />Marketing<br />
  20. 20. Inbound Marketing<br />Search Engine Optimization (SEO)<br />Relevance<br />Authority<br />Marketing<br />
  21. 21. Search Engine Optimization<br />Create Great Content<br />Get Links<br />Get Found<br />Marketing<br />
  22. 22. School Website<br />Marketing<br />
  23. 23. Blog<br />Core<br />What do your prospective families want to read?<br />Include Social Sharing<br />Brand for School<br />Marketing<br />
  24. 24. Blog Details<br />Wordpress<br />Post at least 1/week<br />Team<br />Chief Blogger<br />Long Tail Keywords<br />Marketing<br />
  25. 25. Blog Topics<br />Success<br />5 Things To Do Before You Apply For Financial Aid<br />Why We Teach Mandarin Chinese At Sewickley Academy<br />College Guidance: 5 Best Tips and Practices<br />Failure<br />Bring Sid The Kid Home<br />Knockin’ On Seven’s Door<br />Marketing<br />
  26. 26. Facebook<br />“Business casual”<br />What would prospective families find interesting?<br />See behind the curtain...<br />Marketing<br />
  27. 27. Facebook Details<br />Northsocial.com<br />Post 2-3/day<br />Blog posts<br />Media is better<br />Share external as wellMarketing<br />Marketing<br />
  28. 28. Twitter<br />“Beach Attire”<br />What does your school find interesting?<br />Marketing<br />
  29. 29. Twitter Details<br />Hootsuite.com<br />Post 3-4/day<br />75/25 Rule<br />Timely.is<br />Schedule<br />Marketing<br />
  30. 30. Twitter Content<br />75% - School<br />Blog Posts<br />News – Internal and External<br />MediaMarketing<br />Educational Quotes<br />25% - Non-School<br />Educational Articles<br />Local News and Community Events<br />Marketing<br />
  31. 31. YouTube<br />The Future<br />Experiment<br />Unpolished is goodarketing<br />Marketing<br />
  32. 32. Where Do We Go Now?<br />Search Engine Optimization<br />Maximize content on website<br />Break into the world of blogging<br />Better and more usage of Facebook and Twitter<br />Redirect budget dollars from outbound marketing to inbound marketing<br />
  33. 33. How Are We Doing?<br />Progress<br />Facebook Page – 764 Fans<br />Twitter – 190 Followers<br />LinkedIn – Group Page<br />YouTube Channel<br />To-Do List<br />Better SEO<br />Create a blog<br />Get Found!<br />
  34. 34. Enrollment<br />Social Media<br />Got Found<br />Brand – Not Your Logo<br />Anecdotal<br />Boarding School<br />Enrollment<br />
  35. 35. Retention<br />Easier to Reenroll than to Enroll<br />Anecdotal<br />Parents are active on Facebook<br />Reinforce decision <br />Retention<br />
  36. 36. Books<br />
  37. 37. Results<br />2011-2012 Admission Cycle<br />Inquiries, Applications, and Visits all increased compared to last year<br />Inquiries up 15% - Stops a 4 year decline<br />Applications up 8% - Stops a 2 year decline<br />
  38. 38. Future<br />Connect<br />Guest Blog<br />Finally...<br />
  39. 39. “Change Before You Have To”<br />Jack Welch<br />
  40. 40. We’ll buy...<br />...when you visit Pittsburgh!<br />
  41. 41. Questions<br />

×