Catalog Marketing for Online Courses

2. What We’ll Cover
• Benefits of catalog marketing
• Results of partner catalog survey
• Catalog marketing resources – new Career
Pathway ads
• Best practices for featuring online courses

3. Benefits of Catalog Marketing
• Catalogs work!
• A distinct advantage
over other
marketing methods
– tangible, portable,
acceptance,
longevity
• Proven to be the
most successful
driver of web traffic

4. Partner Catalog Survey
Additionally, 47.8%of partners said their catalog was a
significant driver of enrollment in their continuing ed program

6. Best Practices - Layout
• Consider the design - separate online courses
section, integrate online courses throughout,
or use a combination of both
• Table of contents - sort by topic with “online
courses” as a section, or sort by class delivery
type

7. Best Practices – ed2go Marketing
Templates
You have access to free
marketing collateral on
the Partner Marketing
Support page
– Keep your print
content fresh; take
advantage of available
ed2go marketing
resources
– ed2go marketing
support available
upon request

8. Success with ed2go Marketing
Templates
Santa Rosa Junior
College
– Switched from
using an
internally
designed 1 page
piece to an
ed2go 1 page
piece
– That was the only
change
– YOY increase of
300% to 500% in
various months

9. Ads for niche audiences

10. Be Selective with Featured Courses
• Chose to advertise courses that appeal to your
7 primary markets
• Chose courses from our top selling list partner
wide
• Chose YOUR popular courses
• Highlight new courses
• Make a few changes and test the results

11. Online Courses Integrated

12. Best Practices - Design
Icons support a catalog integration strategy, allowing you to add your
ed2go courses alongside your on-ground titles
– Assume simple images for your icons
– Mention the course is an Online course if possible
– It's especially important to include a URL when promoting an online course

13. Best Practices – More Icons
• Approved courses for Certification and CEUs
• New and popular courses

14. Best Practices – Student Reviews
Today's student relies
on the experience of
others to support their
purchasing decision
– ed2go's course
description pages
include past
students' feedback
– You can use any of
the student
comments on your
website or within
your print catalog

15. Best Practices – Career Pathway Ads
• New ads!
• Students can
explore a career and
build skills by
combining multiple
courses

16. Best Practices – Financial Aid
Information
Various private loans or government supported
subsidies are available for your students. It's a great
idea to remind your students if applicable.
– Private ed2go loans available for Career Training
Programs
– Employer Supported Tuition and Fees
– Workforce Investment Board Funds
– Military Funds (MyCAA, Tuition Assistance, GI Bill,
etc.)

17. Financial Aid
Information
•Include ads throughout the catalog
for these options and dedicate at least
a half page for information on the
available financing options
•New and updated ads will be
available soon including the financial
aid options available for the career
training programs
•Advertise link to financial aid
information from hosted CTP site in
your catalog and institution’s website.
http://careertraining.ed2go.com/arapa
hoecomed/

18. Best Practices – Offer Discounts
Encourage early
registration and
multiple registrations
from individual
students with
discounts.

19. Try something NEW and TEST
• No need to overhaul
• Try 1 tip you’re sure will work
• Try 1 you’re not sure will work
• Test, and try again!

20. Use Direct Mail as part of an Integrated
Marketing Strategy
• Use your catalog to drive people to your
website
• Use your catalog and website in direct support
of each other

21. Connect with Your Account
Manager
• Provide us with a digital version of your latest
catalog for review. We’ll provide feedback and
recommendations for your next publication.
• Reach out and request examples of partner
catalogs featuring our best practices.
• Share successes that have resulted from
implementing our recommendations.

22. View and Download the Presentation at
www.slideshare.net/ed2go