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Marketing by Degree

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

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Marketing by Degree

  1. 1. The Case for Marketing by Degree
  2. 2. The Two Lethal Trends Cost Per Lead Conversion Rate Engage. Consider. Convert.
  3. 3. School Math • Online: $40 CPL converts at 2% • $2m budget per 1,000 starts • $2k Cost Per Enrollment Engage. Consider. Convert.
  4. 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. 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. 6. Market by Degree Engage. Consider. Convert.
  7. 7. Rethink Marketing • Switch from vertical stack to program specific • Establish interests before pushing a program • Allow comparisons Engage. Consider. Convert.
  8. 8. Anthony Power Parker Oliver Engage. Consider. Convert.