More Related Content Similar to Eaquals Training for Excellence: Digital Marketing, Caroline Moore Similar to Eaquals Training for Excellence: Digital Marketing, Caroline Moore (20) 2. Digital Marketing: Day 1
Caroline Moore
©Eaquals Eaquals – Training for Excellence | Malta | 17-18 November 2017 www.eaquals.org 2
3. Needs analysis
©Eaquals Eaquals International Conference, Riga, 27 – 29 April 2017 www.eaquals.org 3
Marketing fundamentals & trends
Websites
Social media, user reviews
Mobile interaction
Customer relationship management (CRM)
Market data, tracking interactions, privacy issues
End-to-end relationship marketing (sts, agents,
teachers
Marketing on limited budgets
Evaluating success, tools and metrics, including the
Net Promoter Score (NPS)
Creating your own marketing plan
Your future CPD
4. Needs analysis comments
• Auxiliary staff – IT, Accommodation, Front of House
• Gifts or discounts for returning customers
• No good market data available for our products
• PPC, newsletter campaigns, limited HR resources
• Our agents mainly do the advertising and
marketing
• Minor students and data protection
• How do other language school chains manage their
marketing, are these centralised? Competitor
information.
• ”..we are looking for ways to, at last, enter the 21st
century without compromising our tradition…”
©Eaquals www.eaquals.org 4
5. Day 1
Session 1: 11:15 to 12:45
• Introductions
• Marketing definitions
• Marketing end-to-end
• Where marketing fits into bigger picture
Session 2: 13:30 to 1500
• Advertising
• Websites and making your website findable
Session 3: 15:30 to 17:00
• Market Research
• B2C and B2B marketing
©Eaquals www.eaquals.org 5
6. Day 2
Session 4: 9:45 to 10:30
• Social Media
• Email and e-newsletters
Session 5: 11:00 to 12:30
• Evaluating success, tools, metrics, NPS
• Customer Relationship Management (CRM)
Session 6: 13:30 to 14:45
• Marketing Plan group work
Session 7: 15:00 to 16:15
• Group presentations
• Personal L&D
©Eaquals www.eaquals.org 6
7. Marketing Definitions
CIM (2001)
“a process responsible for identifying,
anticipating, and satisfying customer
requirements profitably.”
https://www.cim.co.uk
©Eaquals www.eaquals.org 7
8. American Marketing
Association (2007)
“Marketing is the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exchanging, offerings that have
value for customers, clients, partners,
and society at large.”
https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
©Eaquals www.eaquals.org 8
10. 4Ps Marketing Mix
Target Market
Product
Brand/name
Features
Quality
Place
Location
Channels
Distribution
Price
List price
Discount
Promotion
Advertising
Personal sales
Direct sales
Public Relations
©Eaquals www.eaquals.org 10
16. 4Ps
Target Market
Runners & cyclists
Product
Garmin Forerunner
35
Running/Cycling
Cardio
App/website
Strava
Support
Place
Amazon seller
Price
List price
£169.99
Paid £143
Now £130
Promotion
Advertising – Runners World
Sports events/Expos
Direct email
Website
Social Media
©Eaquals www.eaquals.org 16
17. AIDA – how did this
work for your
purchase?
©Eaquals www.eaquals.org 17
Awareness
InterestDesire
Action
20. Implications of intangibility
• Services cannot be inventorised
• Services cannot be patented
• Services cannot be readily
displayed or communicated
• Pricing is difficult
©Eaquals www.eaquals.org 20
21. Inseparability
• Customers participate in and
affect the transaction
• Customers affect each other
• Employees affect the service
outcome
• Decentralisation may be essential
• Mass production is difficult
©Eaquals www.eaquals.org 21
22. Inconsistency
• Service delivery & customer
satisfaction depend on employee
actions
• Service quality depends on many
uncontrollable factors
©Eaquals Eaquals International Conference, Riga, 27 – 29 April 2017 www.eaquals.org 22
23. Inventory
• Difficult to synchronise supply
and demand with services
• Services cannot be returned or
resold
©Eaquals www.eaquals.org 23
26. 3 stages of marketing
• Analysis. How customers make decisions, segments, What
is the focus of competition? Try to explain relative market
share. Are the market leaders are really better, what are the
sources of differentiation? Where should you invest to get
more market share, what factors explain why customers buy
product X, and this is hard to do. You might have to go back
20 or 30 years ago, what worked, what didn’t?
• Strategy. Position yourself in market place and above all
differentiate.
• Implementation. This is when you think about the marketing
mix.
©Eaquals www.eaquals.org 26
28. Marketing: Bigger
picture
©Eaquals www.eaquals.org 28
Strategy
• Purpose
• What we
do
• What we
stop
doing
• Product
develop-
ment
Human
Resources
• All staff
• Salaries
• Recruitment
• Performance
management
• Learning &
Development
Academic
Management
• Curriculum
• Quality
• Ethos
• Timetabling
IT
• Website
• Digital
presence
• Back
office
• Student
&
Teacher
ICT
Leadership
• Decisions
• Team
working
• Taking
people with
you
Anything
Else
• Finance
• Pricing
• Costs
• Premises
29. Lunch – bon appétit
©Eaquals
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
www.eaquals.org 29
30. Session 2
• Advertising
• Websites and making your
website findable
©Eaquals
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
www.eaquals.org 30
32. Advertising
“ I know half my advertising budget is wasted. The
trouble is, I don’t know which half.”
Lord Leverhulme or John Wanamaker
©Eaquals www.eaquals.org 32
https://
www.exterionmedia.com/uk/
lp/grow-your-business-with-
bus-advertising
33. Marketing communications
• Any direct or indirect
communications to
customers about
company or offering
• All 4Ps communicate,
but usually seen as
promotions, public
relations and
sponsorship
©Eaquals www.eaquals.org 33
34. Marketing comms
Above the line
Typically mass market,
aiming to promote brand
awareness
Below the line
• More targeted, flyers,
brochures
• Events: stands,
presentations,
sponsorship
• Public relations (PR)
©Eaquals www.eaquals.org 34
https://marketingwit.com/above-line-
vs-below-line-advertising
35. Advertising and AIDA
Krugman (1965)
• Researched how TV ads
work
• Message goes into long-
term memory, no learning
• Possibly triggered at point
of sale
• Low involvement behaviour
©Eaquals www.eaquals.org 35
Awareness
InterestDesire
Action
https://www.youtube.com/watch?v=wVQPY4LlbJ4
37. Ads - Creative formats
• Slice of life
• Humour
• Status, glamour
• Romance
• Health
• Caring
• Soaps
• Nationality
• Presenters, celebrity
©Eaquals www.eaquals.org 37
38. Product branding spectrum
• Product message
only – focus on USP
(unique selling point)
• USP + consumer
benefit
• As above + creative
element
• No product message,
just creative
©Eaquals www.eaquals.org 38
https://www.youtube.com/watch?v=0MUsVcYhERY
40. Public relations (PR)
• Make yourself
available to relevant
journalists in trade/
local press
• Be useful source of
stories/photos
©Eaquals www.eaquals.org 40http://www.ef.co.uk/epi/
43. Promotion - Summary
• Vital, but influence or
power varies
considerably
• Balance of planning
and creativity
• Short term goal =
awareness
• Long term = branding
and positioning
©Eaquals www.eaquals.org 43
45. Evaluation criteria
• Your suggestions
• Mobile friendly (50%
users)
• Load time speeds
• Attractive visuals
• Chat box answered
within 1 hour
• Concise easy-to-read
text (e.g. 6th grader)
• My criteria
• Usability/User
Experience (UX)
• Calls to action
• Look ‘n feel
• In customer language
• Clear links to Social
Media (unless it’s
underused!)
• Customer journey
©Eaquals www.eaquals.org 45
49. Making your website findable
• Search Engine
Optimisation (SEO)
• Review web statistics
religiously, establish
your key metrics
• Links
• Don’t break Google’s
rules
• Accessibility
©Eaquals www.eaquals.org 49
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
50. How do people find
your website?
• “Organic” search
• Email campaign links
• Direct – users enter URL directly
• Referral
• Social
• Paid search: AdWords
• Display ads
©Eaquals
Eaquals International Conference, Riga, 27 – 29 April 2017
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www.eaquals.org 50
51. SEO
• Key words
• Metadata
• Translated into your customers’
languages
• Test, evaluate
©Eaquals
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
www.eaquals.org 51
53. Session 3
• Market Research
• B2C and B2B marketing
©Eaquals
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
www.eaquals.org 53
55. Ansoff matrix revisited
©Eaquals www.eaquals.org 55
New market/existing product New market/new product
Existing market/existing
product
Question existing customers at
key contact points.
Existing market/new product
56. Market research:
my day job!
Desk
research
Interviews:
Experts
Customer
Focus
Groups
Surveys
Research
question(s)
©Eaquals
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
www.eaquals.org 56
“No amount of market
research prepares
you for the reality on
the ground.”
Ismail Ahmed, London
Metro 15 November
2017
57. Ansoff matrix: my
research projects
©Eaquals www.eaquals.org 57
New market/existing product New market/new product
Existing market/existing
product
Existing market/new product
58. Competitor analysis
©Eaquals
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for Excellence | Malta | 17-18 November 2017
www.eaquals.org 58
COMPETITIVE LANDSCAPE
BIG TECH B2C
& B2B
Global English
Rosetta Stone
Live Mocha!
B2SCHOOLS TECH
Education
City
Espresso
Little Bridge
NEWBIES Lingoleo
Busuu
News CorpUK PUBLIC SECTOR ELT
+ OTHERS
BBC
British Council
Open University
Cambridge English Assessment
TRAD ELT
TIER 3
Delta
Heibling
TRAD ELT
TIER 2
Cengage
Richmond ELT
HarperCollins
TRAD ELT
TIER 1
Pearson
OUP
CUP
Macmillan
SCHOOLS
EF/
Englishtown
Kaplan
Culturas
59. British Council market
research
©Eaquals www.eaquals.org 59
New market/existing product New market/new product
Existing market/existing product
Question existing customers at
key contact points.
Existing market/new product
60. British Council
Teaching Centres 2005
• In 2004/5 BC taught English to 306,000 students in 53
countries. 2000 teachers taught 1.1 million class hours.
• Learners were adults (65% - mainly aged 18-35), young
learners (25% - 3-17) and “professional development” (10% -
mainly business, teacher training)
• Developed CDROM content in-house from 1995 to 2005
• From1997 had tried to include elearning in offer to paying
students (limited success, approximately 1000 students
taught)
• Successful launch of free websites for learners and teachers
of English 2000 to 2004.
61. Management decision
question: do we invest in
a new elearning platform
Research questions: students
1. Why are you learning English?
2. Would you be interested in blended
learning courses and what ratio
class/online would you prefer?
3. Are you interested in having
supplementary learning resources
online?
4. If so, what activities/resources?
©Eaquals www.eaquals.org 61
62. Existing market/product
Desk
research:
what works
in elearning?
Interviews:
Expert – BC teachers, Managers, elearning
experts
Customers not interviewed
Customer
Focus
Groups in
L1
Online
questionnaire in
approx 10 countries,
also questioned
teachers
Research
question(s)
©Eaquals
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
www.eaquals.org 62
63. British Council research results
want 50%
class work
delivered
with
technology.
are under
30.
(average
adult = 28
years old)
use
internet,
mobile
phones,
computers,
CD-ROMs
have used
internet and
CD-ROMs
for studying.
have
emailing
and internet
searching
skills.
have
computer
and internet
access at
home/work.
study
English for
current or
future job/
career.
travel up to
1 hour to &
from
teaching
centre.
are
CEF
level B.
have
learned
English for
under 3
years.
!"
RESPONDENTS …
64. Reasons for studying English
• The most popular reason
for learning English was
for improved job
opportunities.
• Improving career
prospects was the driving
force for many, with
social reasons somewhat
down the scale.
• .
Reasons for studying English (average)
n=1350
65. Learner preferences
1. Diagnostic test
2. Teacher contact (counselling)
3. Revision material
4. Additional material
5. Progress record
6. "Moving faster" (same face to face but progressing
faster)
7. Homework system (storage and uploading)
66. Desk Research
“Dear Google, what year did
Robert Peel die?” So much
easier than combing the
four biographies of Peel I
possess, looking at me
reproachfully from the
bookshelves that wallpaper
the room. ”
Antonia Fraser, author
Guardian 10 November
2017
©Eaquals www.eaquals.org 66
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
67. UK Competitor
analysis 2009
©Eaquals www.eaquals.org 67
£
million
2007
£million
2004
Operating
profit
margin(before
interest & tax)
2007 %
Bell Educational Trust 13.7 n/k n/k
St Giles 13.5 9.4 8.91
Regent Language
Training
9.2 10.6 8.0
Eurocentres 7.3 7.2 n/k
International House
London
5.9 n/k n/k
Staffordshire House 4.5 4.8 3.59
Oxford House College 4.1 2.5 21.45
London School of
English
3.9 3.0 7.31
Anglo Continental
Bournemouth
3.0 3.0 6.95%
Kaplan Aspect 2.5 n/a -3.04
Berlitz UK 2.4 1.9 5.5
Pilgrims 2.4 2.1 8.53
Data Sources: FAME
Database & Charity
Commission
68. Desk research
• Useful sources of
information
• Market Research Society
(MRS)
• British Council
• English UK
• Study Travel
• Business Databases
• Company House
• Charities website
• EAQUALS!
Young Learner English Language
Policy and Implementation:
International Perspectives
Young Learner English Language Policy and Implementation:
International Perspectives
Edited by Janet Enever, Jayne Moon and Uma Raman
www.iatefl.org
iatefl
E D U C A T I O N
a r n e t
Over the past three decades, there has been a huge expansion across the world in school programmes for the
teaching of English to young learners. Much of this growth is due to global forces which currently demand
ever-increasing levels of communication in English across continents. This publication, resulting from the
conference The Way Forward: Learning from International Experience of TEYL held in Bangalore, India, in 2008,
seeks to address these issues, responding to concerns that there is often insufficient guidance available to
decision-makers at ministry level regarding the policy and practical implications of an early start for English.
Young Learner English Language Policy and Implementation: International Perspectives is a collection
of 28 papers which reflect the insights of a group of academics, policy makers, senior educationalists and
practitioners who have been important contributors internationally, regionally or in their own countries, to debates
about YL policy and implementation. These papers represent a significant contribution to current thinking on
effective YL language policy formulation, the design of appropriate programmes for implementation and the
sustainable implementation of policy at local and national levels.
Three themes were evident in many of the conference presentations and are also reflected in these papers:
• the specific impact of global factors on policy decisions and classroom practices;
• the challenges of policy and its implementation;
• broader and more local language issues and their impact on policy.
The first section of this book contains country-specific case studies which provide analyses of a range of policy
issues in state school provision for TEYL, including some recommendations for policy makers in planning and
shaping their future national provision. The second section includes accounts of innovations, experiments or
small-scale projects in the YL field from the state and private sectors, across a range of countries.
This volume will be of considerable interest to a wide range of policy makers in ministries and educational institutions,
researchers, teacher educators and anyone concerned with YL English language policy and implementation.
ISBN: 978 1 90109 523 4
EditedbyJanetEnever,JayneMoonandUmaRamanYoungLearnerEnglishLanguagePolicyandImplementation:InternationalPerspectivesGARNETEDUCATION
www.garneteducation.com
©Eaquals www.eaquals.org 68
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
70. Focus groups
• Venue
• Participant L1
• External moderator
• Clear brief for
session leader
• Record and take
notes
• Evaluate
• Follow up
©Eaquals www.eaquals.org 70
https://www.theguardian.com/voluntary-sector-
network/2011/jan/14/the-benefits-of-focus-groups
72. Business to Business
(B2B)
• Buyers & sellers have similar roles
in forming, developing and
operating relationships
• Personal contacts important
• Links may become institutionalised
• Quality of interactions between
buyer and seller key, may be more
important than price
©Eaquals
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www.eaquals.org 72
73. B2B marketing
relationships in your
school
©Eaquals www.eaquals.org 73
As a customer As a supplier (e.g. educational
agent)
Identify one key supplier and one key client/partner – how important are those
personal contacts?
Where does digital marketing fit in?
74. Recap and questions
Session 1:
Introductions
• Marketing definitions
• Marketing end-to-end
• Where marketing fits into bigger picture
Session 2:
• Advertising
• Websites and making your website findable
Session 3:
• Market Research
• B2C and B2B marketing
©Eaquals www.eaquals.org 74
75. Tomorrow
Session 4: 9:45 to 10:30
• Social Media
• Email and e-newsletters
Session 5: 11:00 to 12:30
• Evaluating success, tools, metrics, NPS
• [Customer] Relationship Management (CRM)
Session 6: 13:30 to 14:45
• Marketing plan group work
Session 7: 15:00 to 16:15
• Group presentations
• Personal L&D
©Eaquals www.eaquals.org 75
76. Marketing plan groups
Group 1 Group 2
Group 3 Group 4
©Eaquals
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77. Digital Marketing: Day 2
Caroline Moore
©Eaquals Eaquals – Training for Excellence | Malta | 17-18 November 2017 www.eaquals.org 77
78. Day 2
Session 4: 9:45 to 10:30
• Social Media
• Email and e-newsletters
Session 5: 11:00 to 12:30
• Evaluating success, tools, metrics, NPS
• [Customer] Relationship Management (CRM)
Session 6: 13:30 to 14:45
• Group presentations
Session 7: 15:00 to 16:15
• Group presentations
• Personal L&D
©Eaquals www.eaquals.org 78
79. Social Media Marketing
“Formal definition of SMM:
A form of Internet marketing
utilizing social networking sites as
marketing tools, thereby gaining
traffic, brand exposure, and
interaction with customers
through social media.
Informal definition of SMM: Flirting
with your biggest fans!”
Dodson, Ian (2016) “The Art of Digital
Marketing: The Definitive Guide to
Creating Strategic, Targeted, and
Measurable Online Campaigns.” Wiley
©Eaquals www.eaquals.org 79
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
80. Social Media: where
do we start?
• Positives
• Negatives
©Eaquals www.eaquals.org 80
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
81. Risk
“Briskman, whose Twitter
followers have soared from
24 last month to nearly
15,000 now, reflected on
how social media had
changed her life. “The
lesson is you can’t stage
things for a marketing
proposition. You can’t plan
this to happen. I wasn’t
trying to get noticed,” except
by Trump himself.”
©Eaquals www.eaquals.org 81
83. 3 kinds of interaction on
SM
“Earned media is free publicity, generated by fans and
customers in response to content they like (your kudos
for making them happy).
Owned media includes communications that a brand
creates and controls via its own platform (you blow your
own trumpet).
Paid media is any paid activity that drives traffic to
owned media properties (you pay up for the shout out).”
Ian Dodson
©Eaquals
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for Excellence | Malta | 17-18 November 2017
www.eaquals.org 83
85. SMs marketing
1. Choose your channels &
platforms
2. Put content out on
multiple channels
3. Plan dates &
announcements
4. Measure impact
5. Grow your audience
6. Interact with your
audience
7. Review all above
regularly
©Eaquals www.eaquals.org 85
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
https://eltjam.com/elt-bot/
90. Email marketing
• Choose your platform
• Consider recipient
languages
• Plan (more in
advance than SM)
• Design & layout
• Writing & editorial
• Measure impact
• Grow your list
©Eaquals www.eaquals.org 90
91. Session 5
• Evaluating success, tools,
metrics, NPS
• [Customer] Relationship
Management (CRM)
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92. Evaluating Success
Year 1 Year 2 Year 3
Satisfaction
NPS
Re-registration
rate
Quality
Where did you
find out about
[language
school name]?
©Eaquals
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93. Net Promoter Score
• One question, one
number
• Alternative to
satisfaction score
• Widely used by large
companies and
organisations
• NPS claimed to
correlate with
increased revenues
©Eaquals www.eaquals.org 93
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
Fred Reichheld
1952-
94. NPS
How likely is it that you would
recommend our company/
product/service to a friend or
colleague?
©Eaquals www.eaquals.org 94
To calculate your Net
Promoter Score, subtract
the percentage of
Detractors from the
percentage of Promoters.
95. Issues
1. Cultural variation
2. NPS correlated rather poorly with other
customer satisfaction scores
3. Did not always correlate with growth
4. Small sample sizes an issue
©Eaquals www.eaquals.org 95
96. Relationship
marketing
“.. the process of identifying,
establishing, maintaining,
enhancing and when
necessary terminating
relationships with customers
and other stakeholders at a
profit so that objectives of all
parties are met where this is
done through mutual giving
and fulfilment of promises”.
Gronroos, 1997
• Focus on
customer relationship
management (CRM)
• customer loyalty
• long-term customer
engagement
©Eaquals www.eaquals.org 96
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
97. Relationship Marketing: key
metrics and tools
• Segmentation
• CRM
• Recency, Frequency,
Monetary Value (RFM)
• Life Time Value (LTV)
• Cost of customer
acquisition
©Eaquals Eaquals International Conference, Riga, 27 – 29 April 2017 www.eaquals.org 97
98. Estimate the cost of
customer acquisition and
LTV for YLs and Adult
general
• 90 hours per year x €15
• YLs typically 5 years, 50% of customers,
re-registration rates 90%
• Adult general, typically 1-2 years, 40% of
customers, re-registration rates 55%
• Other, typically 1 year, 10% of customers
£200,000 marketing budget used to acquire
3000 new customers annually, of whom 2500
are adults and 500 are YLs.
©Eaquals www.eaquals.org 98
100. LTV Adults
©Eaquals
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www.eaquals.org 100
Adult Learner Life time Value
Year 1 1350
Year 2 743
Year 3 408
Year 4 225
Year 5 124
Average LTV 2849
101. Managing retention
• Goal is keeping
customers with highest
LTV as long as possible
• Use with prospects,
thereby increasing
overall LTV
• Retention and
acquisition must work in
synchrony
©Eaquals www.eaquals.org 101
Eaquals International Conference, Riga, 27 – 29 April 2017
for Excellence | Malta | 17-18 November 2017
102. This afternoon
Session 6: 13:30 to
14:45
• Marketing plan group
work
Session 7: 15:00 to
16:15
• Group presentations
• Personal L&D
©Eaquals www.eaquals.org 102
103. Recap Day 2
Session 4
• Social Media
• Email and e-newsletters
Session 5
• Evaluating success, tools, metrics, NPS
• [Customer] Relationship Management (CRM)
Session 6
• Group presentations
Session 7
• Group presentations
• Personal L&D
©Eaquals www.eaquals.org 103
104. Recap Day 1
Session 1:
Introductions
• Marketing definitions
• Marketing end-to-end
• Where marketing fits into bigger picture
Session 2:
• Advertising
• Websites and making your website findable
Session 3:
• Market Research
• B2C and B2B marketing
©Eaquals www.eaquals.org 104
105. Further L&D
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Strategy
Human
Resources
Academic
Management
IT
Leadership
Anything
else?
Marketing specific
areas
• Using tools and
resources we have
discussed
• Other areas
106. Your future L & D
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Development plan
Name:
Covering the
period from:
To:
Planned outcome
Where do I want to be by the end of this period? What do I want to be doing?
What do I want/need to
learn?
What will I do to achieve
this?
What resources or support
will I need?
What will my success
criteria be?
Target dates for review and
completion
