Marketing by Degree

Anthony Power
Anthony PowerLead Analyst: Retail and Mobile at Adobe
The Case for Marketing by Degree
The Two Lethal Trends




      Cost Per Lead     Conversion Rate



Engage. Consider. Convert.
School Math



 • Online: $40 CPL converts at 2%

 • $2m budget per 1,000 starts

 • $2k Cost Per Enrollment




Engage. Consider. Convert.
For the Prospect:
         It’s like driving in a fog.


 •   All degrees from all schools look
     the same
 •   Myriad of degree options, each
     with same message
 •   Little meat on the bones




Engage. Consider. Convert.
Shine a Light in the Fog



        •   Prospects choose differently by degree
        •   Emotional appeals vary by stage
        •   Each group has a different objective




Engage. Consider. Convert.
Market by Degree




Engage. Consider. Convert.
Rethink Marketing



 •   Switch from vertical stack to program specific
 •   Establish interests before pushing a program
 •   Allow comparisons




Engage. Consider. Convert.
www.flyiron.com
  Anthony Power
  anthony@flyiron.com

  Parker Oliver
  parker@flyiron.com




Engage. Consider. Convert.
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Marketing by Degree

  • 1. The Case for Marketing by Degree
  • 2. The Two Lethal Trends Cost Per Lead Conversion Rate Engage. Consider. Convert.
  • 3. School Math • Online: $40 CPL converts at 2% • $2m budget per 1,000 starts • $2k Cost Per Enrollment Engage. Consider. Convert.
  • 4. For the Prospect: It’s like driving in a fog. • All degrees from all schools look the same • Myriad of degree options, each with same message • Little meat on the bones Engage. Consider. Convert.
  • 5. Shine a Light in the Fog • Prospects choose differently by degree • Emotional appeals vary by stage • Each group has a different objective Engage. Consider. Convert.
  • 6. Market by Degree Engage. Consider. Convert.
  • 7. Rethink Marketing • Switch from vertical stack to program specific • Establish interests before pushing a program • Allow comparisons Engage. Consider. Convert.
  • 8. www.flyiron.com Anthony Power anthony@flyiron.com Parker Oliver parker@flyiron.com Engage. Consider. Convert.

Editor's Notes