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Digital Marketing 101 for Charter Schools - 2015 National Charter School Conference

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Charter school growth requires a solid student enrollment and retention program as well as positioning your school in your local community. Attendees will dive in to digital marketing, get an overview of the digital landscape, and why it’s relevant to charter school growth and replication, learn best practices to implement today, and identify goals to help charter school leaders elevate their existing growth plans.

Published in: Education, Marketing
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Digital Marketing 101 for Charter Schools - 2015 National Charter School Conference

  1. 1. DIGITAL MARKETING 101
 FOR CHARTER SCHOOLS 2015 NATIONAL CHARTER SCHOOLS CONFERENCE June 22, 2015 // #NCSC15
  2. 2. #NCSC15 HELLO. 2 Kim Brater VP Marketing Charter School Capital Scott Kaufmann Partner Lucid Agency Michael Barber Founder barber&hewitt
  3. 3. #NCSC15 1. Why // Why This Matters? 2. Overview // Your Homebase & Digital Marketing Defined 3. Tactics // The Best Tools for Charter Schools 4. Exercise // Craft Your Digital Marketing Plan 5. Resources // Where You Can Learn More? 6. Slides // slideshare.net/CharterSchoolCapital AGENDA 3
  4. 4. #NCSC15 No. 1 Why does this matter? It’s about the moments. 4
  5. 5. #NCSC15 5
  6. 6. #NCSC15 ONLINE DISCOVERY IS IMPORTANT FOR EDUCATION CHOICES 6
  7. 7. #NCSC15 ONLINE DISCOVERY IS IMPORTANT FOR EDUCATION CHOICES 7
  8. 8. #NCSC15 ONLINE DISCOVERY IS IMPORTANT FOR EDUCATION CHOICES 8
  9. 9. #NCSC15 Overview So, what is digital marketing? 9
  10. 10. #NCSC15 WHAT IS DIGITAL MARKETING? • Communicating with the appropriate target audiences online in a meaningful way. • Digital marketing can help your charter school overcome obstacles such as fundraising, enrollment, and gaining necessary support from the community. 10
  11. 11. #NCSC15 YOUR VISION ONLINE Use your school’s purpose to create a powerful marketing message. • Define your brand.
 Why is your school unique? What is the essence of who you are? Once defined, how will you deliver on your brand promise? • What are you trying to accomplish?
 What is a reasonable goal for your charter school? Increasing enrollment, awareness in the community, new facilities, etc. deliver. • Communicate strategically.
 What channels will you use to connect with your audience? What is most effective and efficient for your budget and goals? How will you measure results? 11
  12. 12. #NCSC15 No. 2 The best tools for charter schools. The digital channels at your fingertips. 12
  13. 13. #NCSC15 DIGITAL MARKETING TACTICS Search Engine Optimization (SEO) 13 Pay Per Click Advertising (PPC) Email Marketing Display Advertising Retargeting Advertising Video Marketing Social Media Mobile/responsive website
  14. 14. #NCSC15 SEARCH ENGINE OPTIMIZATION (SEO) • “Organic” listings are free and based on relevance to the search term. • Goal: produce the best user experience. • Best user experience: • Easy navigation • Fast load time • Relative content • Mobile/responsive website 14
  15. 15. #NCSC15 Google rolled out changes to its algorithm that favor mobile sites on April 21st. MOBILE/RESPONSIVE WEBSITE 15
  16. 16. #NCSC15 SEO EXAMPLE 16 1. Person searches for “Phoenix charter schools.” 2. Person clicks organic link to SySTEM Phoenix Charter Schools.
  17. 17. #NCSC15 SEO EXAMPLE 17 3. Person is taken to website where they are prompted to enroll. 4. Person completes the enrollment/interest form.
  18. 18. #NCSC15 FIVE SEO TIPS FOR YOUR SCHOOL 1. Pick 10-15 relevant “keywords” with a monthly search volume of 300-3,000 searches. 2. Incorporate keywords into your content naturally, as you would in conversation. 3. Write original, quality, educational content for your site. Avoid duplicating content. 4. Submit your website’s sitemap to various search engines. Check indexed pages. 5. Reach out to reputable education directories and .orgs for linking opportunities. 18
  19. 19. #NCSC15 PAY PER CLICK (PPC) • Organizations bid in on search terms (keywords) users are likely to use to find their school. • Keyword examples: • “science charter school” • “Phoenix charter schools” • Paid listings use a “Pay-Per-Click” (PPC) system where the advertiser pays for each click on the their ad. 19 Best for giving a website maximum visibility to those who are searching for your school on search engines.
  20. 20. #NCSC15 PPC EXAMPLE 20
  21. 21. #NCSC15 DISPLAY “BANNER” ADVERTISING • Display ads appear next to content on various websites in text, image, or video format. • Best for increasing brand awareness. • Display campaigns can be set up to target audiences in a variety of ways: specific websites, time of day, geography, etc. 21 Use visually engaging display ads to increase brand awareness and target potential customers. Learn&More&
  22. 22. #NCSC15 RETARGETED ADVERTISING • Retargeting leverages the user’s familiarity with your brand to encourage them to complete a conversion. • Most users do not convert on the first interaction with your brand. • Keep your brand top of mind when they are ready to enroll, donate, etc. 22 Use image advertisements to target users who have previously visited your website.
  23. 23. #NCSC15 RETARGETING EXAMPLE 23 1. Person visits website and begins contact form. 2. Person leaves the website before completing the contact form.
  24. 24. #NCSC15 RETARGETING EXAMPLE 24 3. Person continues to see brand’s ads as they surf the web.
  25. 25. #NCSC15 RETARGETING EXAMPLE 25 4. Person returns to website and completes contact form.
  26. 26. #NCSC15 VIDEO MARKETING • Help your school stand by connecting with your audience and creating videos worth sharing. • Create a YouTube channel where all of your videos will reside for your audience to view. • Share your videos through social media or blog posts. 26 Bring your brand to life by creating captivating videos your audience can share.
  27. 27. #NCSC15 HIGH PRODUCTION VALUE 27
  28. 28. #NCSC15 ANIMATED/SKETCHED 28
  29. 29. #NCSC15 SHORT VIDEO :15 / :06 29
  30. 30. #NCSC15 SHORT VIDEO :15 / :06 30
  31. 31. #NCSC15 SOCIAL MEDIA • Connect with your audience instantly, visually and on an individual basis. • Display and retargeting advertising available through these platforms. • Target your audience based on location, industry, job title, etc. 31 Best for interacting with people (in real-time).
  32. 32. #NCSC15 EMAIL MARKETING • Create personalized messages and newsletters for your leads, customers, and target audience. • Email marketing is cost effective and easy to implement. • Email is easy for users to share and advertisers to track. 32 Best for keeping your brand top of mind of an interested audience who opt-in for your updates.
  33. 33. #NCSC15 MAILCHIMP IS FREE* 33
  34. 34. #NCSC15 No. 3 Exercise Let’s craft our digital marketing plan. 34
  35. 35. #NCSC15 PROCESS 35 1. OBJECTIVE 2. PLAN 3. CREATE 4. IMPLEMENT 5. MEASURE 6. EVOLVE
  36. 36. #NCSC15 PROCESS > OBJECTIVE What are we trying to solve? • Build brand awareness • Enrollment • Retention • Fundraising • Community/advocacy 36
  37. 37. #NCSC15 PROCESS > PLAN Four key components: 1. Budget - How much are you willing to spend to achieve your goal? 2. Strategy - How are we going to succeed? 3. Tactics - What are we going to use to succeed? 4. Metrics - What are the measurements of success? 37 Example Digital Marketing Budget 20% 14% 14% 14% 38% PPC Retargeting Social Media Display Ads Video
  38. 38. #NCSC15 PROCESS > CREATE What content do we need for all our tactics? • Copy • Images • Videos • Templates
 38
  39. 39. #NCSC15 PROCESS > IMPLEMENT Who is going to manage the efforts? • In-house (internal groups/advocates/volunteers) • Agency / partner / etc. • Blended model
 39
  40. 40. #NCSC15 PROCESS > MEASURE • Determine which metrics are valuable to your school. • Total Traffic • Click Through Rate • Likes on Facebook • Make changes only when results are conclusive and statistically significant. • Utilize tools that help you track your chosen metrics and measure progress.
 40 How did we do? What are the quantifiable measures of success?
  41. 41. #NCSC15 PROCESS > EVOLVE 41 1. OBJECTIVE 2. PLAN 3. CREATE 4. IMPLEMENT 5. MEASURE 6. EVOLVE
  42. 42. #NCSC15 PLAN EXAMPLE 42 OBJECTIVE • Introduce the school to a new community/state • Drive conversion on online interest forms • Outrank competitive schools • Engage parents and community PLAN• Budget: $500 per month paid media, 0.5-1 hour of management per day • Strategy: Leverage online tactics to drive word of mouth, content distribution, and interest. TACTICS • PPC • Mobile website • Retargeting • Display • SEO • Social • Email marketing • Video marketing MEASURE • Conversion Rate • Click-Thru-Rate • Cost/Lead • Cost/Click • # of Subscribers • Click-to-Open Rate • Organic Traffic • # of Likes/Shares • Referral Traffic
  43. 43. #NCSC15 No. 4 Resources Get busy learning or get busy dying. 43
  44. 44. #NCSC15 RESOURCES Organic Search & Search Engine Optimization **Google Analytics IQ Certification Moz (SEO Software) The Beginners Guide to SEO Paid Search (PPC), Display, & Retargeting **Google Adwords Certification The Beginner’s Guide to Setting Up An Adwords Account The Beginner’s Guide to Adwords Display Advertising Tips for Creating Effective Display Ads Create Your First Remarketing Campaign 5 Tips to Maximize Your Retargeting Campaign Email and Social Media MailChimp Hootsuite Hootsuite Resource Library How To Set Up Facebook, Twitter, and Every Other Social Media Profile General http://www.lucidagency.com/blog/ http://openstrate.gy/ 44
  45. 45. #NCSC15 THANK YOU. 45 Kim Brater VP Marketing Charter School Capital kbrater@charterschoolcapital.org Scott Kaufmann Partner Lucid Agency scott@lucidagency.com Michael Barber Founder barber&hewitt michael@barberandhewitt.com

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