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Create a revenue stream with eMarketing - NACCE Presentation 2009 by Brad Kleinman
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Create a revenue stream with eMarketing - NACCE Presentation 2009 by Brad Kleinman

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This presentation discusses the process of creating a revenue stream at your school using eMarketing as a curriculum topic. The presentation also covers several best practices and tips to improve …

This presentation discusses the process of creating a revenue stream at your school using eMarketing as a curriculum topic. The presentation also covers several best practices and tips to improve your marketing efforts for all your programs!

Published in: Education, Business, Technology

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  • 1. It’s not just about your website… It s about your web strategy. It’s about your web strategy. How to Build a Revenue Stream with  H B ild R S ih eMarketing at Your School  eMarketing at Your School By Brad Kleinman Brad@WorkSmart‐eMarketing.com @ g
  • 2. Agenda Introduction • Statistics and Trends • The Case for eMarketing The Case for eMarketing • eMarketing Programming • eMarketing Techniques M k ti T h i • Case Study • Resources •
  • 3. 4 Caveats… • 80/20 • Water from a Firehose Water from a Firehose • Have fun! • Foundations
  • 4. Accountability
  • 5. Accountability 1. Choose a partner p 2. Introduce yourself 3. 3 Commit to do ONE thing you learn today Commit to do ONE thing you learn today 4. Connect outside of this webinar 5. Check up with each other ‐ MIH 
  • 6. Statistics & Trends • Community College Trends – Budgets going down – Enrollment going up – Administrators are primarily baby boomers
  • 7. Statistics & Trends • Social media trends – Facebook >122M users, >$15B value – A blog is created every half second – Over 150K videos uploaded to YouTube every day
  • 8. What the heck is Web 2.0?
  • 9. What the heck is Web 2.0?
  • 10. eMarketing Benefits Easy to use • Easy to quantify • Easy to customize Easy to customize • Easy to interact with users • Time Efficient Ti Effi i t • Cost efficient • High Return on Investment •
  • 11. Program Strategy How many participants? • Who is the target? • How will you market? How will you market? • What is the break‐even? • How will you solicit sponsors?  Speakers? H ill li it ?S k? • What is the program structure? •
  • 12. Structuring Your Curriculum • Workshops and Seminars – Mix lecture with group activity and speakers (Kauffman) Mix lecture with group activity and speakers (Kauffman) – 4 X 2 hr speaker series – 8 X 2 hr facilitated series • Webinars – Up to 1000 participants – Experienced panelists p p – Built in eMarketing • Conferences – N ti National keynote speaker and regional experts lk t k d i l t – Breakout sessions and MIH components – Revenue stream driven from registrations and sponsors
  • 13. Soliciting Speakers & Sponsors 1) Establish advisory board 2) Weave your MAT 3) Send out RFP Send out RFP 4) Decide on breakouts 5) Work with foundation office W k ith f d ti ffi 6) Market like crazy!
  • 14. Keynote & Breakout Speakers • Make sure they focus  on VALUE not SALE • Take advantage! g – Video brochure – Teaser information – Leverage their contacts – Potential sponsors Potential sponsors
  • 15. Establish Strategic Partnerships 1) Promotion & exposure 2) Connection to speakers & sponsors • Organizations to target – Chambers of commerce – SBA / SBDC – Entrepreneur Groups – Business Organizations – Minority Organizations
  • 16. Create your Marketing System Microsite Traditional Email SMO Video SEM CRM
  • 17. Traditional Marketing & CRM Track your customers! • Make phone calls • Network around the region Network around the region • Leverage PR department • Traditional collateral T diti l ll t l • – Postcards – Flyers – Brochure
  • 18. eMarketing Best Practices ‐ Microsite 1.) Make it EASY to buy 2.) ENGAGE your users 2 ) ENGAGE your users 3.) Make sure you GET their email
  • 19. eMarketing Best Practices – Email 1. Focus on users needs (80%/20%) 2. Have a call to action 3. Track results and follow‐up 3T k lt d f ll
  • 20. eMarketing Best Practices – SEM 1. Use title tags 2. Key in to your keywords 3. Inbound links! 3Ib d li k !
  • 21. Use Social Media
  • 22. Capture Success!!
  • 23. More Resources • Online Webinars  – (N t bi (Next webinar 1/15/09) 1/15/09) • Monthly newsletter  – (Starts in a few weeks!) (Starts in a few weeks!) • Austin Texas eMarketing Events  – (1/28/09)
  • 24. It’s not just about your website… It s about your web strategy. It’s about your web strategy. Contact me to learn how to use  eMarketing to grow enrollment and  eMarketing to grow enrollment and create a revenue stream at your school Brad Kleinman Brad@WorkSmart‐eMarketing.com