It’s no secret that AI is changing the digital marketing landscape, including the education sector. These changes introduce new opportunities for schools to streamline their workflows, boost their productivity, and generate impressive outcomes all within a short time frame. However, this all depends on how well your team can utilize AI and prompt the right results. This year’s final webinar highlights how your school can use ChatGPT to supercharge your team and its marketing activities. We will provide a key overview of ChatGPT features and prompt engineering while also diving deep into various use cases across content and SEO, ad campaign creation, and reporting. You can expect to learn valuable tips and strategies, gain insight into AI risks and pitfalls, and discover helpful resources for your school’s continued success with AI.

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ChatGPT for Education Marketing:
Opportunities, Strategies and
Outcomes

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Our HEM Presenter today
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Philippe Taza
Founder & CEO
Higher Education Marketing

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▪ ChatGPT: Modes & Tokens
▪ Prompt Engineering Tips
▪ AI for Search Engine
Optimization
▪ AI for Ad Campaigns
and Landing Pages
▪ AI for Admissions
Management Reports
▪ AI for Email Marketing Reports
▪ AI Resources
Agenda
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ChatGPT Modes & Tokens

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What exactly is ChatGPT?
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ChatGPT is a form of generative AI— a tool that lets users enter prompts to receive
humanlike images, text or videos that are created by AI. The GPT stands for
"Generative Pre-trained Transformer," which refers to how ChatGPT is trained with
reinforcement learning through human feedback and reward models.

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ChatGPT Modes
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GPT-3.5 is a robust
language model by
OpenAI, excelling in
tasks like content
creation, chatbots,
and language
translation.
1 2 3
Free
GPT-4 is the next
evolution, offering
improved contextual
understanding for
advanced applications like
conversational agents,
content summarization,
and nuanced language
comprehension.
Plugins introduce a
modular approach,
enhancing and
customizing ChatGPT
functionality for specific
tasks, such as programming
assistance, data analysis, or
industry-specific language
understanding.

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Audience Poll #1
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Which version of ChatGPT is your team currently using?
▪ ChatGPT 3.5 (Free)
▪ ChatGPT 4 (Paid)
▪ We’re still learning about ChatGPT and aren’t using it yet
▪ We’re using another large language model (LLM) AI tool

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ChatGPT 4 Mode
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DALL·E 3 [allows] you to
easily translate your ideas
into exceptionally
accurate images. [It’s]
built natively on
ChatGPT, which lets you
use ChatGPT as a
brainstorming partner and
refiner of your prompts.
1 2 3
Browsing is a feature that
allows ChatGPT to search
the internet to help
answer questions that
benefit from recent
information.
ChatGPT Advanced
Data Analysis
is an experimental
ChatGPT plugin
that allows the language
model to upload files,
create visualizations,
and download the results
seamlessly.
https://openai.com/dall-e-3
https://blog.enterprisedna.co/chatgpt-advanc
ed-data-analysis-explained
https://help.openai.com/en/articles/8077698-
how-do-i-use-chatgpt-browse-with-bing-to-s
earch-the-web

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What are ChatGPT Plugins?
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ChatGPT plugins are add-on tools developed specifically for the AI-powered
large language model ChatGPT. These plugins add functionality and features,
helping users take advantage of the full capabilities of ChatGPT.
https://www.cloudflare.com/en-ca/learning/ai/chatgpt-plugins/

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ChatGPT Plugin Mode
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Ask ChatGPT what the Plugin can do!
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ChatGPT Knowledge Cut Off
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2021 2022 2023
1st ChatGPT
knowledge cut off
2nd ChatGPT
knowledge cut off
2024
Latest ChatGPT
knowledge
update
SEP JAN APR
Release of
GPT-4 Turbo
and
GPT-3.5 Turbo
Release of
GPT-4
NOV
https://openai.com/blog/new-models-and-developer-products-announced-at-devday#OpenAI
GPT-4 Turbo:
▪ Advanced Knowledge: Up-to-date with world events until April 2023.
▪ Massive Context Window: Boasts a 128k context window, handling over 300 pages
of text in a single prompt.
▪ Cost-Effective Performance: Optimized performance, offering 3x cheaper input
tokens and 2x cheaper output tokens compared to GPT-4.

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Understanding ChatGPT Tokens
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Tokens are the basic units of text in ChatGPT, ranging from a single character to a
whole word. They are crucial for processing and understanding language inputs.
Example: “ChatGPT is innovative” “Chat” “GPT” “is” “innovative”
1 token 1 token 1 token 1 token
This includes input tokens and output tokens:
▪ Input Tokens: Words or characters entered by the user.
▪ Output Tokens: The model's generated response.
Example:
Input: "What is AI?" (3 tokens)
Output: "AI is the simulation of human intelligence in machines." (11 tokens).
https://medium.com/@manav.kumar87/understanding-tokens-in-chatgpt-32845987858d
https://www.quickchat.ai/post/tokens-entropy-question

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ChatGPT Token Counters in Action
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Prompt Engineering Tips

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What is Prompt Engineering?
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Prompt engineering is the practice of designing inputs for
generative AI tools that will produce optimal outputs.
https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-prompt-engineering

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Tip #1: Give ChatGPT Context and a Persona
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Setting Parameters:
▪ [situation]
▪ [school name, location]
▪ [type of school, type of
student sought]
▪ [2-3 USPs of your school]

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Tip #2: Ask it for Help & to Think Step by Step
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Tip #3: Ask it to Take Time Processing Tasks
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Tip #4: Encourage it and Ask it Politely
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Tip #5: Specify Output Goals
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Task Overview:
▪ [overview of task]
▪ [1st task with request
about audience]
▪ [2nd task with details for
ad copy requirements]
▪ [3rd task with prompt
for images]

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Tip #6: Refine through Iteration
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Audience Poll #2
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Which purposes are you using ChatGPT prompts for?
▪ Refining content – including blog post, social/ad copy, and SEO
▪ Creating customized images / lightly editing visuals
▪ Boosting admissions reporting and insights
▪ Enhancing insights for email marketing reports
▪ None, we haven’t looked into ChatGPT yet
▪ All, we’re using ChatGPT however we can

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AI for Search
Engine Optimization

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Keywords for Program Pages - Prompt
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Content Cluster Example
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TOEFL IBT
tutors in Boston
TOEFL IBT Test
Centers in Boston
TOEFL IBT training
Boston
TOEFL IBT
Score
Requirements
for Boston
Universities
Pillar Page
Subtopics
TOEFL IBT
Preparation

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Content Cluster Example
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Generating Keywords for Program Pages
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Creating a Keyword-Rich Content Cluster
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Review Content Cluster Table
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Improve Results with Detailed Requests
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Content Cluster Spreadsheet Results
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AI for Ad Campaigns and
Landing Page Creation

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ChatGPT Meta Campaign Prompt
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ChatGPT Meta Campaign Results
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Add Branding to Images
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ChatGPT Google Campaign Prompt
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ChatGPT Google Campaign Results
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ChatGPT Full Landing Page Prompt
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ChatGPT Full Landing Page Results
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Copy code from ChatGPT to any HTML
editor with a preview to review.

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AI for Admissions
Management Reports

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ChatGPT - Advanced Data Analysis (ADA)
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ChatGPT - Context
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Note: Explains its process,
starts by reading the data

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Monthly Lead Flow
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Monthly lead flow for each program
with at least 10 enrollments

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Monthly Enrollments
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# of enrollments for each program
with at least 10 enro
Overall monthly enrollments

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Lead-to-Enrollment Rate
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Overall monthly conversion rate

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Time-to-Enrollment Rate
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Overall monthly avg time to enrollment

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Time-to-Enrollment Rate
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Time-to-enrollment rate for each program with
at least 10 enrollments

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Admissions Rep Performance
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ChatGPT’s ADA Prompt
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Reading Data and Showing Work
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Yearly Enrollment Rate (Program)
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Combining Data Sets
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Combining Data Sets
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Combining Data Sets
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AI for Email
Marketing Reports

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Email Performance Chart (YoY) - Prompt
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Email Performance Chart (YoY) - Result
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Email Performance Analyses & Insights - Prompt
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Email Performance Analyses & Insights - Results
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AI Resources

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Free ChatGPT Courses
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Daily AI Podcast and Resources
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Humans Still Need to Take Charge
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Get in Touch to Learn More
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AI won’t replace humans, but the
humans that know AI will replace
those that don’t.
Here at HEM, we do.
If you’re interested in learning more
about how we leverage AI, please
get in touch!

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Contact HEM for Customized Solutions
Scott Cross
North America Regional Manager
514-312-9048
scross@higher-education-marketing.com
Erik Fiuza
Europe & UK Business Development
+353 83 837 0646
efiuza@higher-education-marketing.com
Mackenzie Zak
United States Client Representative
614-705–0513
mzak@higher-education-marketing.com
Dave McCormick
Canada Sales Representative
514-312-3968 x119
dmccormick@higher-education-marketing.com

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INFO@HIGHER-EDUCATION-MARKETING.COM
6560 DE L'ESPLANADE, SUITE 204
MONTREAL, QUEBEC H2V 4L5
+1-514-312-3968