Marketing by Degree

•

Jun. 16, 2010

• •

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. C...

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Marketing by Degree

Jun. 16, 2010

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Education Technology

A simple framework for thinking about marketing of colleges and universities. It breaks out degree level by stage of interest - inquiry, admissions, and remarketing.

Lead Analyst: Retail and Mobile at Adobe

A simple framework for thinking about marketing of colleges and universities. It breaks out degree level by stage of interest - inquiry, admissions, and remarketing.

Education Technology

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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