Online Marketing Strategy - Emerson College

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Online Marketing Strategy for Emerson College to increase the number of applications

Online Marketing Strategy for Emerson College to increase the number of applications

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  • 1. Online Marketing Strategy
    Office of Graduate Admission
    EMERSON COLLEGE
    Vishal Maru
    April 6, 2010
  • 2. Research
  • 3. Research
    Program Relevance
    3rd Party Websites
    Quality of Education
    Consultancy Services
    University Ranking
    Emerson Website
    Industry Connections
    Students & Alumni
    Job Prospects
    Social Networks
    Faculty
  • 4. Research
    The Ideal Student
    Region
    Culture
    Industry
  • 5. Online Marketing Channels
    Lead Generation
    Affiliates
    Search
    Social Media
    Email Marketing (Acquisition)
  • 6. Online Marketing Channels
    Conversion
    Usability
    Web Analytics
    Email Marketing (Conversion)
  • 7. Search
    Observations
    ?
    Poor Optimization code
    <meta name="Keywords" id="Keywords" content="Arts, Boston Colleges, Communication, Communications, Emerson College, film, Film School, Majestic Theatre, Media Arts, Performing Arts, video, Video School, Professional Studies, Adult Education, Adult Ed, Continuing Education, " />
    <meta name=“description”/>
  • 8. Search
    Objective
    • Top 10 for program specific keywords
    Recommendations
    Relevancy
    Links
    Off-page optimization
    On-page optimization
  • Affiliates
    Observations
    Gradschools.com
    • Emerson ranks 22 for IMC. Roosevelt, Towson rank better than Emerson!
    • 13. School information incomplete and outdated
    Petersons.com
    • Program categories too broad
    • 14. Emerson Banner the simplest!
  • Affiliates
    Recommendations
    • Expand network
    • 15. Create and manage content
    • 16. Country / Region specific affiliates
  • Social Media
    Emerson College
    IMC
    Twitter
    Emerson College
    Graduate Admission
    Blogs
    facebook
    Graduate Admission
    Website
    IMC
    IMC
    Ploughshares
    Emerson Global
    Network
    YouTube
    The Emerson Channel
  • 17. Usability Testing
  • Web Analytics
    • Provide Recommendations
    • 23. Monitor
  • The Brand
    Active Student Community
    Diverse
    Cultures
    Diverse
    Prof BG
    Vibrant
    Friendly
    Emerson
    Modern
    Professional
    Experienced
    Faculty
    Specialized
    Programs
    Liberal
    Industry
    Standards
    Latest
    Technologies
    Industry
    Connections
  • 24. ROI
    + Better Student Quality
  • 25. Thank you