How to Use Your School’s Data to
 Drive Communications and Boost Conversions
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How to Use Your School’s Data to
 Drive Communications and Boost Conversions

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From inbound marketing to landing pages; from communication outreach to conversion; the purpose of this session is to help private schools identify the data they have readily accessible at their ...

From inbound marketing to landing pages; from communication outreach to conversion; the purpose of this session is to help private schools identify the data they have readily accessible at their fingertips, and provide them a new perspective on how to convert that into creative content opportunities that enhance development campaigns.

Walk away with an understanding of how to approach inbound marketing and develop the initial framework of a campaign supported by landing pages.

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How to Use Your School’s Data to
 Drive Communications and Boost Conversions Presentation Transcript

  • 1. Using Your School’s Data to 
 Drive Communications and Boost Conversions Siobhan Federici Director of Communications Miss Porter’s School siobhan_federici@missporters.org Travis Warren President WhippleHill, Inc. travisw@whipplehill.com
  • 2. Iterating pages Inbound marketing Interpreting data Conversions
  • 3. inbound marketing
  • 4. Are you using inbound marketing?
  • 5. Sixty percent of companies will execute inbound marketing strategies in 2013. — ROI Report by HubSpot and MIT, http://bit.ly/GzKfKW
  • 6. “Outbound marketing is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience. ”
  • 7. Inbound marketing is advertising your school through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing…Inbound marketing earns the attention of customers, makes the school easy to be found ultimately drawing customers to the website by producing interesting content.
  • 8. Are you using inbound marketing?
  • 9. school examples?
  • 10. St. Paul’s School #SPS12Days
  • 11. St. Paul’s School #SPS12Days • Instagram challenges in 2012 & 2013 • Good buzz, increased likes, increased interaction rates. 577 people interacted with the 2012 campaign. Students were posting photos, alums were interacting with them.
  • 12. Experience Tilton School
  • 13. 5 Steps to an Inbound Marketing Plan Social Content SEO Keywords Personas http://www.schneiderb.com/
  • 14. Personas
  • 15. personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way. http://en.wikipedia.org/wiki/Persona_(marketing)
  • 16. Sarah Ramsey • 13 years old • Interested in playing high school soccer • Demonstrated interest in leadership positions • Above average academic profile • First member of her family to consider private school !
  • 17. Keywords
  • 18. Keywords https://adwords.google.com http://www.wordtracker.com http://raventools.com/ http://moz.com
  • 19. SEO
  • 20. Page Structure <title> tag url keywords <H1> tag
  • 21. Inbound Links
  • 22. Time on Page
  • 23. Social Media
  • 24. http://www.dreamgrow.com/how-to-build-a-social-media-bomb/
  • 25. Annie Jones • 24 years old • Played high school hockey • Graduated with honors • Hasn’t made first annual fund gift • Attends regional events • Interested in finding a mentor !
  • 26. Pride: student and alumnae achievement Campus: scenery/weather shots, traditions, spirit competitions Fun: something different from when they attended...but not too different!
  • 27. PRIDE
  • 28. CAMPUS
  • 29. FUN
  • 30. Landing Page
  • 31. 12%
  • 32. </end presentation>