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How to Build a Revenue Stream with eMarketing at Your School  By Brad Kleinman [email_address]
Agenda <ul><li>Introduction </li></ul><ul><li>Statistics and Trends </li></ul><ul><li>The Case for eMarketing </li></ul><u...
Statistics & Trends <ul><li>Community College Trends </li></ul><ul><ul><li>Budgets going down </li></ul></ul><ul><ul><li>E...
Statistics & Trends <ul><li>Social media trends </li></ul><ul><ul><li>Facebook over 100M, $10B value </li></ul></ul><ul><u...
What the heck is Web 2.0?
What the heck is Web 2.0?
eMarketing Benefits <ul><li>Easy to use </li></ul><ul><li>Easy to quantify </li></ul><ul><li>Easy to customize </li></ul><...
Program Strategy <ul><li>How many participants? </li></ul><ul><li>Who is the target? </li></ul><ul><li>How will you market...
Structuring Your Curriculum <ul><li>Workshops and Seminars </li></ul><ul><ul><li>Mix lecture with group activity and speak...
Soliciting Speakers & Sponsors <ul><li>Establish advisory board </li></ul><ul><li>Weave your MAT </li></ul><ul><li>Send ou...
Keynote & Breakout Speakers <ul><li>Make sure they focus on  VALUE  not  SALE </li></ul><ul><li>Take advantage! </li></ul>...
Establish Strategic Partnerships <ul><li>Promotion & exposure </li></ul><ul><li>Connection to speakers & sponsors </li></u...
Create your Marketing System
Traditional Marketing & CRM <ul><li>Track your customers! </li></ul><ul><li>Make phone calls </li></ul><ul><li>Network aro...
eMarketing Best Practices - Microsite 1.) Make it  EASY  to buy 2.)  ENGAGE  your users 3.) Make sure you  GET  their email
eMarketing Best Practices – Email <ul><li>Focus on  users  needs (80%/20%) </li></ul><ul><li>Have a  call to action </li><...
eMarketing Best Practices – SEM <ul><li>Use  title tags </li></ul><ul><li>Key in to your  keywords </li></ul><ul><li>Inbou...
Use Social Media
Capture Success!!
More Resources <ul><li>Anything and everything you need is online </li></ul><ul><ul><li>Wikipedia! </li></ul></ul><ul><ul>...
Contact us to learn how to use eMarketing to grow enrollment and create a revenue stream at your school Brad Kleinman [ema...
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NCCET Presentation - WorkSmart eMarketing - eMarketing for Community Colleges

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Brad Kleinman from WorkSmart eMarketing presents on eMarketing for Community Colleges. The presentation takes a look at creating eMarketing programming at your community college, and using the eMarketing techniques themselves to market the programs!

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Transcript of "NCCET Presentation - WorkSmart eMarketing - eMarketing for Community Colleges"

  1. 1. How to Build a Revenue Stream with eMarketing at Your School By Brad Kleinman [email_address]
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Statistics and Trends </li></ul><ul><li>The Case for eMarketing </li></ul><ul><li>eMarketing Programming </li></ul><ul><li>eMarketing Techniques </li></ul><ul><li>Case Study </li></ul><ul><li>Resources </li></ul><ul><li>Next Steps </li></ul>
  3. 3. Statistics & Trends <ul><li>Community College Trends </li></ul><ul><ul><li>Budgets going down </li></ul></ul><ul><ul><li>Enrollment going up </li></ul></ul><ul><ul><li>Administrators are primarily baby boomers </li></ul></ul>
  4. 4. Statistics & Trends <ul><li>Social media trends </li></ul><ul><ul><li>Facebook over 100M, $10B value </li></ul></ul><ul><ul><li>A blog is created every half second </li></ul></ul><ul><ul><li>Over 150K videos uploaded to YouTube every day </li></ul></ul>
  5. 5. What the heck is Web 2.0?
  6. 6. What the heck is Web 2.0?
  7. 7. eMarketing Benefits <ul><li>Easy to use </li></ul><ul><li>Easy to quantify </li></ul><ul><li>Easy to customize </li></ul><ul><li>Easy to interact with users </li></ul><ul><li>Time Efficient </li></ul><ul><li>Cost efficient </li></ul><ul><li>High Return on Investment </li></ul>
  8. 8. Program Strategy <ul><li>How many participants? </li></ul><ul><li>Who is the target? </li></ul><ul><li>How will you market? </li></ul><ul><li>What is the break-even? </li></ul><ul><li>How will you solicit sponsors? Speakers? </li></ul><ul><li>What is the program structure? </li></ul>
  9. 9. Structuring Your Curriculum <ul><li>Workshops and Seminars </li></ul><ul><ul><li>Mix lecture with group activity and speakers (Kauffman) </li></ul></ul><ul><ul><li>4 X 2 hr speaker series </li></ul></ul><ul><ul><li>8 X 2 hr facilitated series </li></ul></ul><ul><li>Webinars </li></ul><ul><ul><li>Up to 1000 participants </li></ul></ul><ul><ul><li>Experienced panelists </li></ul></ul><ul><ul><li>Built in eMarketing </li></ul></ul><ul><li>Conferences </li></ul><ul><ul><li>National keynote speaker and regional experts </li></ul></ul><ul><ul><li>Breakout sessions and MIH components </li></ul></ul><ul><ul><li>Revenue stream driven from registrations and sponsors </li></ul></ul>
  10. 10. Soliciting Speakers & Sponsors <ul><li>Establish advisory board </li></ul><ul><li>Weave your MAT </li></ul><ul><li>Send out RFP </li></ul><ul><li>Decide on breakouts </li></ul><ul><li>Work with foundation office </li></ul><ul><li>Market like crazy! </li></ul>
  11. 11. Keynote & Breakout Speakers <ul><li>Make sure they focus on VALUE not SALE </li></ul><ul><li>Take advantage! </li></ul><ul><ul><li>Video brochure </li></ul></ul><ul><ul><li>Teaser information </li></ul></ul><ul><ul><li>Leverage their contacts </li></ul></ul><ul><ul><li>Potential sponsors </li></ul></ul>
  12. 12. Establish Strategic Partnerships <ul><li>Promotion & exposure </li></ul><ul><li>Connection to speakers & sponsors </li></ul><ul><li>Organizations to target </li></ul><ul><ul><li>Chambers of commerce </li></ul></ul><ul><ul><li>SBA / SBDC </li></ul></ul><ul><ul><li>Entrepreneur Groups </li></ul></ul><ul><ul><li>Business Organizations </li></ul></ul><ul><ul><li>Minority Organizations </li></ul></ul>
  13. 13. Create your Marketing System
  14. 14. Traditional Marketing & CRM <ul><li>Track your customers! </li></ul><ul><li>Make phone calls </li></ul><ul><li>Network around the region </li></ul><ul><li>Leverage PR department </li></ul><ul><li>Traditional collateral </li></ul><ul><ul><li>Postcards </li></ul></ul><ul><ul><li>Flyers </li></ul></ul><ul><ul><li>Brochure </li></ul></ul>
  15. 15. eMarketing Best Practices - Microsite 1.) Make it EASY to buy 2.) ENGAGE your users 3.) Make sure you GET their email
  16. 16. eMarketing Best Practices – Email <ul><li>Focus on users needs (80%/20%) </li></ul><ul><li>Have a call to action </li></ul><ul><li>Track results and follow-up </li></ul>
  17. 17. eMarketing Best Practices – SEM <ul><li>Use title tags </li></ul><ul><li>Key in to your keywords </li></ul><ul><li>Inbound links ! </li></ul>
  18. 18. Use Social Media
  19. 19. Capture Success!!
  20. 20. More Resources <ul><li>Anything and everything you need is online </li></ul><ul><ul><li>Wikipedia! </li></ul></ul><ul><ul><li>Google! </li></ul></ul><ul><ul><li>Quirk eMarketing Textbook </li></ul></ul><ul><li>Online Webinars (Next webinar 10/23/08) </li></ul><ul><li>Monthly newsletter (Starts January ‘09) </li></ul><ul><li>Austin Texas eMarketing Events (1/28/09) </li></ul>
  21. 21. Contact us to learn how to use eMarketing to grow enrollment and create a revenue stream at your school Brad Kleinman [email_address]
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