Inbound Marketing For Independent Schools

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Presentation during the Association of Independent School Admission Professionals Summer Institute 2011 held in Nashville, TN discussing how to do inbound marketing for independent schools.

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  • Inbound Marketing For Independent Schools

    1. 1. Inbound Marketing for SchoolsBrendan J. SchneiderTwitter: @SchneiderBBlog: www.schneiderb.comAISAP Summer Institute 2011
    2. 2. Goals✤ Introduction to Inbound Marketing✤ Our Story✤ Share failures and successes✤ Share tools and books
    3. 3. Our StorySewickley Academy 2008
    4. 4. Traditional (Outbound) Marketing
    5. 5. Social Media
    6. 6. Friends? Followers?
    7. 7. ✤ Inquiries - /Apps, Visit =✤ Ghost Inquiries✤ Traditional Marketing ROI✤ Job Security
    8. 8. Inbound Marketing for Schools Marketing Retention Enrollment
    9. 9. InboundMarketingOutbound - You find familiesInbound - Get found by families Marketing
    10. 10. Blog SchoolTwitter Facebook Website YouTube Marketing
    11. 11. Where it all starts... Marketing
    12. 12. Pittsburgh Private School? Marketing
    13. 13. Search Engine Results PageSERP Marketing
    14. 14. Inbound Marketing✤ Search Engine Optimization (SEO) ✤ Relevance ✤ Authority Marketing
    15. 15. Search EngineOptimization✤ Create Great Content✤ Get Links✤ Get Found Marketing
    16. 16. School Website Marketing
    17. 17. Blog✤ Core✤ What do your prospective families want to read?✤ Social Sharing✤ Brand Marketing
    18. 18. Blog Details✤ Wordpress✤ Post at least 1/week✤ Team✤ Chief Blogger✤ Long Tail Keywords Marketing
    19. 19. Blog Topics✤ Success ✤ Failure ✤ 5 Things To Do Before You ✤ Bring Sid The Kid Home Apply For Financial Aid ✤ Knockin’ On Seven’s Door ✤ Why We Teach Mandarin Chinese At Sewickley ✤ Panther For Sale Academy ✤ College Guidance: 5 Best Tips and Practices Marketing
    20. 20. Facebook✤ “Business casual”✤ What would prospective families find interesting?✤ See behind the curtain... Marketing
    21. 21. FacebookDetails✤ Northsocial.com✤ Post 2-3/day✤ Blog posts✤ Media is better✤ Share external as wellMarketing Marketing
    22. 22. Twitter✤ “Beach Attire”✤ What does your school find interesting? Marketing
    23. 23. Twitter Details✤ Hootsuite.com✤ Post 3-4/day✤ 75/25 Rule✤ Timely.is✤ Schedule Marketing
    24. 24. Twitter Content✤ 75% - School ✤ 25% - Non-School ✤ Blog Posts ✤ Educational Articles ✤ News - Internal ✤ Local News ✤ News - External ✤ Local Community Happenings ✤ MediaMarketing ✤ Educational Quotes Marketing
    25. 25. YouTube✤ The Future✤ Experiment✤ Unpolished is goodarketing Marketing
    26. 26. Enrollment✤ Social Media ✤ Got Found ✤ Branding ✤ Anecdotal ✤ Boarding School Enrollment
    27. 27. Retention✤ Easier to Reenroll than to Enroll✤ Anecdotal✤ Parents are active on Facebook✤ Reinforce decision Retention
    28. 28. Books
    29. 29. Future✤ Connect✤ Guest Blog✤ Finally...
    30. 30. I’ll buy......when you visit Pittsburgh!
    31. 31. Questions

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