Before making decisions on which media strategy you should take, you need to first think about what is driving your web traffic, what media is bringing you action, and what media is helping you brand. This presentation gives examples about earned media and paid media, and how universities and institutions could better spend their budget in recruiting students using different media strategy.

1. Earned and Paid Media

2. Earned and Paid Media
What
is
driving
your
web
traffic?
What
media
is
bringing
you
the
registra7ons,
applica7ons
and
enrollment?
What
media
type
is
driving
your
branding
efforts?

3. • Paid media
– Adver7sing
(display,
performance
based)
– Paid
search
– Lead
purchases
– Social
media
paid
ac7vi7es
Earned and Paid Media
• Earned media
– Website
traffic
– Blogs
– SEO
– Social
media
ac7vi7es

4. Earned and Paid Media

5. Which search engines should you consider?
Source:
Autosearchtech.com,11/2013

6. hMp://www.searchdecoder.com/largest-­‐search-­‐engine-­‐in-­‐china-­‐baidu/
Market
Share
by
Chinese
Search
Engine

7. Let’s talk
Search:
SEO
PPC

8. Source:
Econsultancy,
search
compendium
October
2013

9. Earned and Paid Media

11. Ads vs. organic & sponsored posts

12. Example for ORGANIC post – Linked IN

15. Did you see our ads anywhere?

16. RetargeMng
RetargeMng
web
visitors
from
your
website:
Qualified
audience
that
has
shown
interest
in
your
academic
programs

20. Earned and Paid Media
• All
of
this
is
about
targe7ng
your
audience
and
driving
them
to
highly
relevant
content
on
your
website.
• Traffic
should
NOT
land
on
your
homepage
–
you
need
targeted
landing
pages
with
relevant
content
• Like
search
engine
marke7ng
–
earned
and
paid
media
work
together

21. Earned and Paid Media

22. Purchase of 10,000 TOEFL" Volume" Cost per email" Cost"
E-mail addresses" 10,000" $0.43" $4,300.00"
Scenario I" Scenario II"
Email distribution" 10,000" 10,000"
Email open rate" 12%" 7%"
Net views" 1200" 700"
Click-through to registration" 20%" 20%"
Net registrations/inquieries" 240" 140"
% starting an application" 15%" 15%"
% completing an application" 5%" 5%"
# of completed applications" 12" 7"
% of students enrolling" 30%" 30%"
# of students enrolled" 1.8! 1.05!
Direct cost of lead per enrolled student
from this email purchase Cost of total list/
# of enrolled students"
$2,389.00! $4,095.00!
Calcula7ng
Cost
of
Acquisi7on

23. PPC" Volume" PPC" Cost"
Cost per click" 1,000" $1.25" $1,250.00"
Scenario I" Scenario II"
Clicks" 1,000" 1,000"
Registration %" 12%" 7%"
Registration #" 120" 70"
Response to follow up
communication"
60%" 80%"
Net registration/inquieries" 72" 56"
% completing an application" 20%" 20%"
# of completed applications" 14.4" 11.2"
% of students admitted" 50%" 50%"
# of students admitted" 7.2" 5.6"
% of students enrolling" 30%" 30%"
# of students enrolled" 2.16! 1.68!
Direct cost of lead per enrolled
student from this PAID
SEARCH CLICK"
$579.00" $744.00!
Calcula7ng
Cost
of
Acquisi7on

24. Facebook

25. Facebook

26. Facebook

27. Did you see our ads anywhere?