The document discusses modern practices for promoting online education and professional development programs, highlighting the need for effective digital marketing strategies to attract new visitors. It emphasizes the importance of utilizing search keywords, engaging users through interactive content, and employing modern email marketing techniques to reach a wider audience. The ultimate goal is to enhance consumer insight and expand the digital portfolio while addressing challenges in the current online education landscape.

1. Modern Practices in
Promoting Online
Education &
Professional
Development
Programs Suzanne Carawan
Chief Marketing Officer
HighRoad Solution

2. Overview
• Where Are We Now

3. http://fortune.com/2015/10/07/marketing-
technology-budgets/

5. Things We Know
• Online Education & Certification
Programs are a key offering
– Part of Association’s value proposition
– Relevant and relatable to all membership
• Continued learning
• Industry standards / best practices
• Emerging concepts
– We generally don’t have to convince
membership of the program’s value…but
we do have to remind them

6. Why We’re Challenged
Our goal is to ensure our site visitors are getting to the
information they need:
– But remember - people don’t visit your website on their
own
• Need digital marketing strategies to bring visitors in
(think Inbound)
• Email is a great vehicle, but you’re only marketing to
the same people who already know the value of the
programs
– Reports say 25% of your list will go bad each year
– Ultimate Challenge: Find New People

7. • Need greater insight into consumers
• Need more time—must automate
• Need to change our approach to
study those who are buying
• Need to expand our digital portfolio
Why We’re Challenged

8. Best Practices
• Promoting Education & Certification

9. Search
• Are You Using Search & Keywords?

19. LinkedIn
• Search & Content

23. Interactive
Capabilities
• Engage the User

26. Multiple Methods
• On-Demand & Re-Purposing

33. Graphic Design
• Embrace the BSI

37. • Image-Driven
• Curated Content
• Mobile-First

38. Interactive
Components
• Get Active

43. Email
• Be Modern

44. Modern Email Best Practices:
• BSI
• Easy CTAs
• Banner Ads
• Mobile-first

45. Blog Notes:
• Event-specific
• Easy CTAs
• Banner Ads
• Mobile-first

46. Blog Notification Email
Your New Newsletter!
• Auto-created
• Sent at user preference
or by default
• Email stats &
behavioral
understanding
• More banner ad
opportunities

47. ICE Emails:
(Intelligent Contextual
Email)
• Member profile-driven
• Event-specific offers
• Interactive
• User-driven

48. ICE Emails:
(Intelligent Contextual
Email)
• Member profile-driven
• Event-specific
• Based on additional
logic e.g. zip code
location
• Cross-sell & upsell

49. Opportunities to Improve for 2016
• Personalization
• Interaction
• Cross-market
• Online advertising (please start!)
• Use blogs & social to get new
attendees’ email addresses
• Go BIG
• Add text message & voice mail
reminders

50. Marketing Technology for Associations
Contact us: HighRoad Solution
Name: Suzanne Carawan
Phone: 703.297.8480
Email: scarawan@highroadsolution.com
www.highroadsolution.com
www.highroadu.com