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Flatiron School Marketing Strategy

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Marketing Stackup talk on the evolution of Flatiron School's Marketing, year over year growth, and specific tactics and tools used to achieve it.

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Flatiron School Marketing Strategy

  1. 1. Marketing Stackup Talk: April 20th, 2017 Nicole Kroese, Director of Marketing @NicoleKroese FLATIRON SCHOOL
  2. 2. ABOUT ME ➔ Director of Marketing @ Flatiron School ➔ Formerly VP of Marketing @ Likeable Local ➔ NYU Dance + Business ➔ Former professional dancer & fitness instructor ➔ Seattlelite turned New Yorker @NicoleKroese
  3. 3. ABOUT FLATIRON SCHOOL Mission: to enable the pursuit of a better life through education CORE TO THE FLATIRON BRAND ➔ Transformational experiences ➔ Transparent outcomes ➔ Community ➔ Love <3 ➔ Rigor FLATIRON VALUES ➔ Make No Little Plans ➔ Be Scrappy ➔ Work Together ➔ Pursue Mastery ➔ Radiate Positivity @NicoleKroese
  4. 4. FLATIRON SCHOOL’S PROGRAMS Community Powered Bootcamp Efficacy Accessability Scaleability Free Online Courses Learn.co Online Bootcamp Courses in NYC @NicoleKroese
  5. 5. STRATEGY DRIVE AWARENESS: Press, word-of-mouth, partnerships, and paid NURTURE & CONVERT: Smart, value-add content & diversity initiatives to build trust BRING INTO FUNNEL: Free Intro Courses & Gated Content. For all stages of coding journey. @NicoleKroese
  6. 6. MARKETING @ FLATIRON: EVOLUTION ➔ Developing funnel metrics & KPIs ➔ Data hole-patching ➔ Infrastructure: nurturing ➔ Demographic research ➔ Customizing experiences using data ( lead scoring, nurturing, etc) ➔ Modeling growth ➔ Scaling paid channels ➔ Expanding top of the funnel content 2016 Driven by: Infrastructure building, quick wins, production/experimentation 2017 Driven by: data-inspired optimizations, constant iterative testing, funnel customizations @NicoleKroese
  7. 7. GROWTH: Q1 2016 vs. Q1 2017 Users on Learn.co: +380% New Leads: +200% New Applicants: +220% @NicoleKroese
  8. 8. FUNNEL & KPIs Press, Partnerships, Paid, Word-of-Mouth, Search Free Online Courses, Syllabi, Webinars, Gated Content, Email, Events Visitors Contacts Leads SQL Apps - Online App - Online Apps - CPB Apps - NYC Enroll Enroll Enroll Promotions/ Scholarships @NicoleKroese
  9. 9. TACTICS: DRIVING ACQUISITION PAID ➔ Facebook ➔ Instagram ➔ Google branded ➔ Google non-branded PARTNERSHIPS ➔ Sponsored Content ➔ Scholarships ➔ Webinars CONTENT ➔ ToFu offers ➔ eBooks ➔ Quizzes ➔ Reports PRESS ➔ Architecting Opportunities @NicoleKroese
  10. 10. TACTICS: CONVERSION & FUNNEL LEAD SCORING EVENTS CONTENTEMAIL @NicoleKroese
  11. 11. TEAM Technical Marketing Associate ➔ Paid ➔ Email ➔ Landing Pages ➔ Funnel Management Content Marketing Manager ➔ Blog ➔ Website ➔ Copywriting ➔ Larger Content Pieces ➔ Branding Events & Partnerships Associate ➔ Events In-Person ➔ Events (Online) ➔ Marketing Partnerships Community Marketing Associate Marketing Designer @NicoleKroese
  12. 12. These are a few of our favorite tools... @NicoleKroese
  13. 13. FINAL THOUGHTS ➔ Technical curiosity → superusers = ➔ Extra clear & visible goals (whiteboards!!) ➔ Frequent, quick standups ➔ Impact > Production ➔ Cut vanity metrics @NicoleKroese

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