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 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

  1. 1. Using Your School’s Data to 
 Drive Communications and Boost Conversions Siobhan Federici Director of Communications Miss Porter’s School Travis Warren President WhippleHill, Inc.
  2. 2. Iterating pages Inbound marketing Interpreting data Conversions
  3. 3. inbound marketing
  4. 4. Are you using inbound marketing?
  5. 5. Sixty percent of companies will execute inbound marketing strategies in 2013. — ROI Report by HubSpot and MIT,
  6. 6. “Outbound marketing is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience. ”
  7. 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. 8. Are you using inbound marketing?
  9. 9. school examples?
  10. 10. St. Paul’s School #SPS12Days
  11. 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. 12. Experience Tilton School
  13. 13. 5 Steps to an Inbound Marketing Plan Social Content SEO Keywords Personas
  14. 14. Personas
  15. 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.
  16. 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. 17. Keywords
  18. 18. Keywords
  19. 19. SEO
  20. 20. Page Structure <title> tag url keywords <H1> tag
  21. 21. Inbound Links
  22. 22. Time on Page
  23. 23. Social Media
  24. 24.
  25. 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. 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. 27. PRIDE
  28. 28. CAMPUS
  29. 29. FUN
  30. 30. Landing Page
  31. 31. 12%
  32. 32. </end presentation>