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Effective Marketing Strategies for eLearning Programs <br />Barry Dahl<br />Gary Kruchowski<br />
Growth of LSC’s Online Program <br /><ul><li>First online class offered in winter quarter of 1997-98.
First group of several online courses began in fall of 1998.
Experienced a 92% annual growth rate for five years from 2000 to 2004.
Enrollment growth slowed as online began to grow at many of our sister institutions.</li></li></ul><li>Online Credits Sold...
Who are We?<br />As we grew, we asked questions:<br />	What do we call this thing?<br />	How do we market this thing?<br /...
Establishing a Brand<br />
Our first campaign<br />
Establishing a Brand<br />
Establishing a Brand<br />
Branding <br />
Branding <br />
Branding of LSC Virtual Campus<br />New Name/Logo virtual campus<br />Consulted with design firm that designed the college...
Marketing Efforts<br />Develop a unique and creative campaign with potential to break through ad clutter<br />Accomplish w...
Ad Campaign<br />Two messages @ rollout<br />How online education works <br />Why choose LSC (quality, experience, track r...
Placement<br />Television/video<br />Local broadcast and cable TV<br />Local movie theaters<br />Movies in the park<br />Y...
Creative<br />Easily adapted to print <br />Played well in alternative, youth-targeted publications<br />
Results<br />Awards<br />National Council for Marketing and Public Relations – Regional Medallions and National Paragons<b...
Enrollment Gains<br />Largest growth in 5 years =&gt;<br />
Utilize Web Communities<br />Student Portal <br />
Next Steps<br />Facebook Ads, with very modest investments<br />Target by age, gender, location<br />Big impact – Impressi...
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2009 Fusion Marketing Presentation

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Slides and YouTube video from our presentation at D2L09 - FUSION in St. Paul, MN.

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2009 Fusion Marketing Presentation

  1. 1. Effective Marketing Strategies for eLearning Programs <br />Barry Dahl<br />Gary Kruchowski<br />
  2. 2. Growth of LSC’s Online Program <br /><ul><li>First online class offered in winter quarter of 1997-98.
  3. 3. First group of several online courses began in fall of 1998.
  4. 4. Experienced a 92% annual growth rate for five years from 2000 to 2004.
  5. 5. Enrollment growth slowed as online began to grow at many of our sister institutions.</li></li></ul><li>Online Credits Sold<br />
  6. 6. Who are We?<br />As we grew, we asked questions:<br /> What do we call this thing?<br /> How do we market this thing?<br /> Is this a special brand to develop?<br />
  7. 7. Establishing a Brand<br />
  8. 8. Our first campaign<br />
  9. 9. Establishing a Brand<br />
  10. 10. Establishing a Brand<br />
  11. 11. Branding <br />
  12. 12. Branding <br />
  13. 13. Branding of LSC Virtual Campus<br />New Name/Logo virtual campus<br />Consulted with design firm that designed the college logo<br />New e-Campus website<br />
  14. 14. Marketing Efforts<br />Develop a unique and creative campaign with potential to break through ad clutter<br />Accomplish with small media budget<br />Craft simple, clear messages<br />Deploy on both traditional and non-traditional media<br />Connect with web-savvy learners<br />
  15. 15. Ad Campaign<br />Two messages @ rollout<br />How online education works <br />Why choose LSC (quality, experience, track record)<br />Media selection <br />Deploy across various media, especially web-based options<br />Adaptable to new/evolving messages<br />Concept with shelf life<br />
  16. 16. Placement<br />Television/video<br />Local broadcast and cable TV<br />Local movie theaters<br />Movies in the park<br />YouTube, blogs, websites<br />Print <br />Regional Newspapers/Magazines<br />Banners/Billboards<br />Community events (Grandma’s Marathon, ski competitions)<br />Regional Mall/Food Court<br />
  17. 17. Creative<br />Easily adapted to print <br />Played well in alternative, youth-targeted publications<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21. Results<br />Awards<br />National Council for Marketing and Public Relations – Regional Medallions and National Paragons<br />American Advertising Federation – Duluth/Superior Chapter “Best in Show”<br />EnrollmentGains<br />
  22. 22. Enrollment Gains<br />Largest growth in 5 years =&gt;<br />
  23. 23. Utilize Web Communities<br />Student Portal <br />
  24. 24. Next Steps<br />Facebook Ads, with very modest investments<br />Target by age, gender, location<br />Big impact – Impressions, reach, frequency<br />Feedback and ROI tracking<br />
  25. 25.
  26. 26.
  27. 27. Questions<br />

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