Online Marketing For Day Schools <ul><li>Brendan J. Schneider </li></ul><ul><li>Twitter: @SchneiderB </li></ul><ul><li>Blo...
<ul><li>Introduction to Inbound Marketing </li></ul><ul><li>Our Story </li></ul><ul><li>Share failures and successes </li>...
Our Story <ul><li>Sewickley Academy 2008 </li></ul>
 
 
Traditional/Outbound Marketing
Social Media
Friends? Followers?
 
<ul><li>Inquiries - /Apps, Visit = </li></ul><ul><li>Ghost Inquiries </li></ul><ul><li>Traditional Marketing ROI </li></ul...
Inbound Marketing (Social Media) for Admissions Marketing Enrollment Retention
Where it all starts... Marketing
Pittsburgh Private School? Marketing
Inbound Marketing <ul><li>Outbound - You find families </li></ul><ul><li>Inbound - Get found by families </li></ul>Marketing
Inbound Marketing <ul><li>Search Engine Optimization (SEO) </li></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Auth...
Search Engine Optimization <ul><li>Create Great Content </li></ul><ul><li>Get Links </li></ul><ul><li>Get Found </li></ul>...
Search Engine Results Page <ul><li>SERP </li></ul>Marketing
School Website Twitter Blog Facebook YouTube Marketing
School Website Marketing
Blog <ul><li>Core </li></ul><ul><li>What do your prospective families want to read? </li></ul><ul><li>Social Sharing </li>...
Blog Details <ul><li>Wordpress </li></ul><ul><li>Social Sharing </li></ul><ul><li>Post at least 1/week </li></ul><ul><li>T...
Blog Topics <ul><li>Success </li></ul><ul><ul><li>5 Things To Do Before You Apply For Financial Aid </li></ul></ul><ul><ul...
Facebook <ul><li>“ Business Causal” </li></ul><ul><li>What would prospective families find interesting? </li></ul><ul><li>...
Facebook Details <ul><li>Northsocial.com </li></ul><ul><li>Post 2-3/day </li></ul><ul><li>Blog posts </li></ul><ul><li>Med...
Twitter <ul><li>“ Beach Attire” </li></ul><ul><li>What does your school find interesting? </li></ul>Marketing
Twitter Details <ul><li>Hootsuite.com </li></ul><ul><li>Post 3-4/day </li></ul><ul><li>75/25 Rule </li></ul><ul><li>Timely...
Twitter Content <ul><li>75% - School </li></ul><ul><ul><li>Blog Posts </li></ul></ul><ul><ul><li>News - Internal/External ...
YouTube <ul><li>The Future </li></ul><ul><li>Experiment </li></ul><ul><li>Unpolished is good arketing </li></ul>Marketing
Enrollment <ul><li>Social Media </li></ul><ul><ul><li>Got Found </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul...
Retention <ul><li>Easier to Reenroll than to Enroll </li></ul><ul><li>Anecdotal </li></ul><ul><li>Parents are active on Fa...
Future <ul><li>Connect </li></ul><ul><li>Guest Blog </li></ul><ul><li>Finally... </li></ul>
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Online Marketing For Day Schools - AISAP

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Online Marketing for Day Schools presented with the Association of Independent School Admission Professionals. Topics include inbound marketing and social media.

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Transcript of "Online Marketing For Day Schools - AISAP"

  1. 1. Online Marketing For Day Schools <ul><li>Brendan J. Schneider </li></ul><ul><li>Twitter: @SchneiderB </li></ul><ul><li>Blog: www.schneiderb.com </li></ul><ul><li>Email: [email_address] </li></ul>May 3, 2011
  2. 2. <ul><li>Introduction to Inbound Marketing </li></ul><ul><li>Our Story </li></ul><ul><li>Share failures and successes </li></ul><ul><li>Share tools and guidelines that we use </li></ul>Goals
  3. 3. Our Story <ul><li>Sewickley Academy 2008 </li></ul>
  4. 6. Traditional/Outbound Marketing
  5. 7. Social Media
  6. 8. Friends? Followers?
  7. 10. <ul><li>Inquiries - /Apps, Visit = </li></ul><ul><li>Ghost Inquiries </li></ul><ul><li>Traditional Marketing ROI </li></ul><ul><li>Job Security </li></ul>
  8. 11. Inbound Marketing (Social Media) for Admissions Marketing Enrollment Retention
  9. 12. Where it all starts... Marketing
  10. 13. Pittsburgh Private School? Marketing
  11. 14. Inbound Marketing <ul><li>Outbound - You find families </li></ul><ul><li>Inbound - Get found by families </li></ul>Marketing
  12. 15. Inbound Marketing <ul><li>Search Engine Optimization (SEO) </li></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Authority </li></ul></ul>Marketing
  13. 16. Search Engine Optimization <ul><li>Create Great Content </li></ul><ul><li>Get Links </li></ul><ul><li>Get Found </li></ul>Marketing
  14. 17. Search Engine Results Page <ul><li>SERP </li></ul>Marketing
  15. 18. School Website Twitter Blog Facebook YouTube Marketing
  16. 19. School Website Marketing
  17. 20. Blog <ul><li>Core </li></ul><ul><li>What do your prospective families want to read? </li></ul><ul><li>Social Sharing </li></ul><ul><li>Brand </li></ul>Marketing
  18. 21. Blog Details <ul><li>Wordpress </li></ul><ul><li>Social Sharing </li></ul><ul><li>Post at least 1/week </li></ul><ul><li>Team </li></ul><ul><li>Chief Blogger </li></ul><ul><li>Long Tail Keywords </li></ul>Marketing
  19. 22. Blog Topics <ul><li>Success </li></ul><ul><ul><li>5 Things To Do Before You Apply For Financial Aid </li></ul></ul><ul><ul><li>Why We Teach Mandarin Chinese At Sewickley Academy </li></ul></ul><ul><ul><li>College Guidance: 5 Best Tips and Practices </li></ul></ul><ul><ul><li>Failure </li></ul></ul><ul><ul><ul><li>Bring Sid The Kid Home </li></ul></ul></ul><ul><ul><ul><li>Knockin’ On Seven’s Door </li></ul></ul></ul>Marketing
  20. 23. Facebook <ul><li>“ Business Causal” </li></ul><ul><li>What would prospective families find interesting? </li></ul><ul><li>See behind the curtain... </li></ul>Marketing
  21. 24. Facebook Details <ul><li>Northsocial.com </li></ul><ul><li>Post 2-3/day </li></ul><ul><li>Blog posts </li></ul><ul><li>Media is better </li></ul><ul><li>Share external as well Marketing </li></ul>Marketing
  22. 25. Twitter <ul><li>“ Beach Attire” </li></ul><ul><li>What does your school find interesting? </li></ul>Marketing
  23. 26. Twitter Details <ul><li>Hootsuite.com </li></ul><ul><li>Post 3-4/day </li></ul><ul><li>75/25 Rule </li></ul><ul><li>Timely.is </li></ul><ul><li>Schedule </li></ul>Marketing
  24. 27. Twitter Content <ul><li>75% - School </li></ul><ul><ul><li>Blog Posts </li></ul></ul><ul><ul><li>News - Internal/External </li></ul></ul><ul><ul><li>Media - Educational Quotes </li></ul></ul><ul><li>25% - Non-School </li></ul><ul><ul><li>Educational Articles </li></ul></ul><ul><ul><li>Local News - Local Community Happenings </li></ul></ul>Marketing
  25. 28. YouTube <ul><li>The Future </li></ul><ul><li>Experiment </li></ul><ul><li>Unpolished is good arketing </li></ul>Marketing
  26. 29. Enrollment <ul><li>Social Media </li></ul><ul><ul><li>Got Found </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Anecdotal </li></ul></ul>Enrollment
  27. 30. Retention <ul><li>Easier to Reenroll than to Enroll </li></ul><ul><li>Anecdotal </li></ul><ul><li>Parents are active on Facebook </li></ul><ul><li>Reinforce decision </li></ul>Retention
  28. 31. Future <ul><li>Connect </li></ul><ul><li>Guest Blog </li></ul><ul><li>Finally... </li></ul>
  29. 32. Questions

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