Hobsons 365 seminar: Higher Education Digital Search Analyst. Learn more about what goes into a successful higher ed online marketing campaign for colleges and universities. Agenda includes, why digital marketing in higher education and enrollment management, how to use expert resources to avoid common road blocks with digital marketing campaigns, day-in-the-life an search analyst, and what to look for in a enrollment management resource partner for digital higher education marketing.
Presented at ADEIL 2015, Collegis Education shares ways colleges and universities can enroll more of their target students by refining their approach to marketing efforts.
Collegis Education shares tips for broadening analytics and insights in higher education. Shinhee Son, manager of search marketing insights, shares the unlikely data sources that you may be forgetting.
Exploring widening access through partnerships Pete Cannell, Ronald MacIntyre...johnroseadams1
In this session we explore the issues that we have confronted, and some of the lessons we have learnt in Scotland, in tackling widening access work across a broad scope. Much of the impetus for this activity began through community based partnerships, however, it has now lead to major engagement with 21 of Scotland’s colleges and partnerships with several of the major unions which has opened doors into workplaces that were previously closed. We look at how it is possible to work at scale with networks of local partners and discuss how the activity aligns and interacts with important policy drivers for widening access in Scotland.
Presented at ADEIL 2015, Collegis Education shares ways colleges and universities can enroll more of their target students by refining their approach to marketing efforts.
Collegis Education shares tips for broadening analytics and insights in higher education. Shinhee Son, manager of search marketing insights, shares the unlikely data sources that you may be forgetting.
Exploring widening access through partnerships Pete Cannell, Ronald MacIntyre...johnroseadams1
In this session we explore the issues that we have confronted, and some of the lessons we have learnt in Scotland, in tackling widening access work across a broad scope. Much of the impetus for this activity began through community based partnerships, however, it has now lead to major engagement with 21 of Scotland’s colleges and partnerships with several of the major unions which has opened doors into workplaces that were previously closed. We look at how it is possible to work at scale with networks of local partners and discuss how the activity aligns and interacts with important policy drivers for widening access in Scotland.
MangoTango - Using Market Research for Entrepreneurs - May 2016MangoTango
Presentation to entrepreneurs in Cambodia demonstrating how to use Market Research tools and techniques to create an effective company strategy and business plan.
College recruitment strategy a simple 5-point plan to enroll more students t...Solar Software Set Shape
Remember the days when you could fill your enrollment quotas by inviting a group of parents and high school seniors to your campus and then sending out flyers afterwards?
Connecting Social Media Efforts to Offline OutcomesCampus Sonar
Your social media work should not be solely focused on followers, likes, engagement rate, and reach. Learn how to connect your social media efforts to outcomes like admissions inquiries, alumni engagement, better media pitches, and effective marketing campaigns.
Presented at the 2019 Oklahoma College Public Relations Association conference.
Marketing in the Internet Age: Understanding Your Options and Avoiding Common...Holony Media
The internet is the most powerful marketing tool in existence, but the options and complexity can be dizzying. This crash course will explore the online marketing ecosystem, detail common scams and missteps, and help you make better use of your marketing and advertising budget.
Interruptive ads are declining in effectiveness and savvy marketers are investing more in content marketing. ScribbleLive offers marketers an easy way to engage their customers and increase the top of their marketing funnel.
Week 5SEC Project Ford Motor Companym, NYSE F· httpswww..docxcockekeshia
Week 5
SEC Project Ford Motor Companym, NYSE: F
· https://www.sec.gov/Archives/edgar/data/37996/000003799617000013/f1231201610-k.htm
This is the final paper associated with your SEC analysis. You should consider your prior SEC analyses as you prepare this assignment.
· Research and secure the annual SEC 10-K report for a company chosen by you (subject to the requirements set forth below) for the most recent year.
· The company must have inventory, receivables, and segments.
· The company must have international operations.
· Prepare a three- to five -page report, single spaced, and a PowerPoint presentation to post in our conferences, include a general discussion of the company, its key financial information and must include a discussion of :
· transfer pricing and taxation
· corporate social responsibility and reporting
Failure to include these will result in a reduced grade.
· Your paper should consider accounting, tax, and audit issues for your company, and will be informed by discussions in our conferences as we define terms and key concepts for your required deliverables. Additional credit is given for discussing the company’s competitive environment.
· Cover pages, abstract/ executive summary, table of content if you chose to include or bibliography / reference lists do not count toward page count.
Networking in the Modern World
Bradley Dellrie, Jasmine Lai, Norhayati Sonneman, and Michael Wise
Introduction
Today...
Discovering the right career
Utilizing social media resources
Developing personal branding techniques
Implementing effective communication
Personal Development: Discovering the Right Career
Discovering the Right CareerSelect a career that matches your skills and personality
Resources:College career centerwww.careerplanningabout.comMyers-Briggs Personality Test
("Career Planning and Career Advice from About.com" 2015.); (The Myers and Briggs Personality Test. 2015)
Exploring a Career ChoiceInvestigative Methods:Shadow a professionalAsk for an interviewMeet with your academic advisorTalk with your parents’ friendsResearch onlineInquire with an actual business
Occupational Outlook Handbook
www.bls.gov
asdf
Home : Occupational Outlook Handbook: : U.S. Bureau of Labor Statistics. 2015.
Understanding Your ChoiceWho should you contact to learn more?What is required and entailed?When will you start?Where should you go to school?Why do you want this career?How will this fulfill your short-term or long-term goals?
Pursue and SucceedKnowing your path will give you directionUnderstanding what your audience wants to feelSensing your purposeMarketing yourself:To a desired audienceIn an effective mannerSuccessfully
Virtual Networking: Leveraging Social Media Resources
Why Should You Care?
Job Opportunities
(“Infographics: The Recruiting Manual,” 2014); (“Jobvite Social Recruiting Survey 2014,” 2014)
Statistics
Active Users
("Social Media Active Users by Network [IN.
In this digital era when each and every individual has become techno savvy, marketing too has become more dependent over social media platforms and is resulted more powerful than ever before.
University Recruitment an Employer Manual-Florida International UniversityAndrea De La Cruz
Acquiring and retaining talent is crucial to an organization’s success. College Recruiting can provide additional strategic benefits to your Recruitment plan. It can help your organization manage its talent gaps as well as promote your brand message on campus. A University recruitment program is not determined by the size of the company, every company regardless of large or small should examine their recruiting opportunities as a way to attract the best and brightest; and having a strategic College Recruiting program in place, can help an organization with:
1. Creating a pipeline of interns and entry level hires that will help grow the organization.
2. Choose and select the best talent in a shorter amount of time than traditional recruitment
3. Save time and effort in Advertisement, Screening and Selection.
College Recruiting goes beyond the career fair, this manual will walk you through how you can create a College Recruiting program that can transform your recruitment efforts and brand your company effectively to the best Student/Alumni talent beyond the career fair.
Marketing expert Bob London, president of London, Ink (www.londonink.com), presents a practical and engaging overview of Nurture Marketing, one of the fastest-growing and most profitable segments of the marketing mix.
Nurture Marketing is a process over time that moves suspects/prospects/customers along the cycle of Awareness > Education > Differentiation > Purchase, using both direct and indirect pitches and emphasizing push vs. “community”
Top Hacks to Prepare Your Employer Brand for a Hiring SpikeLinkedIn Europe
Slides from our recent webinar presented by Priyanka Malik and Julian Constance talking through their top tips to help companies get prepared for a surge in hiring.
MangoTango - Using Market Research for Entrepreneurs - May 2016MangoTango
Presentation to entrepreneurs in Cambodia demonstrating how to use Market Research tools and techniques to create an effective company strategy and business plan.
College recruitment strategy a simple 5-point plan to enroll more students t...Solar Software Set Shape
Remember the days when you could fill your enrollment quotas by inviting a group of parents and high school seniors to your campus and then sending out flyers afterwards?
Connecting Social Media Efforts to Offline OutcomesCampus Sonar
Your social media work should not be solely focused on followers, likes, engagement rate, and reach. Learn how to connect your social media efforts to outcomes like admissions inquiries, alumni engagement, better media pitches, and effective marketing campaigns.
Presented at the 2019 Oklahoma College Public Relations Association conference.
Marketing in the Internet Age: Understanding Your Options and Avoiding Common...Holony Media
The internet is the most powerful marketing tool in existence, but the options and complexity can be dizzying. This crash course will explore the online marketing ecosystem, detail common scams and missteps, and help you make better use of your marketing and advertising budget.
Interruptive ads are declining in effectiveness and savvy marketers are investing more in content marketing. ScribbleLive offers marketers an easy way to engage their customers and increase the top of their marketing funnel.
Week 5SEC Project Ford Motor Companym, NYSE F· httpswww..docxcockekeshia
Week 5
SEC Project Ford Motor Companym, NYSE: F
· https://www.sec.gov/Archives/edgar/data/37996/000003799617000013/f1231201610-k.htm
This is the final paper associated with your SEC analysis. You should consider your prior SEC analyses as you prepare this assignment.
· Research and secure the annual SEC 10-K report for a company chosen by you (subject to the requirements set forth below) for the most recent year.
· The company must have inventory, receivables, and segments.
· The company must have international operations.
· Prepare a three- to five -page report, single spaced, and a PowerPoint presentation to post in our conferences, include a general discussion of the company, its key financial information and must include a discussion of :
· transfer pricing and taxation
· corporate social responsibility and reporting
Failure to include these will result in a reduced grade.
· Your paper should consider accounting, tax, and audit issues for your company, and will be informed by discussions in our conferences as we define terms and key concepts for your required deliverables. Additional credit is given for discussing the company’s competitive environment.
· Cover pages, abstract/ executive summary, table of content if you chose to include or bibliography / reference lists do not count toward page count.
Networking in the Modern World
Bradley Dellrie, Jasmine Lai, Norhayati Sonneman, and Michael Wise
Introduction
Today...
Discovering the right career
Utilizing social media resources
Developing personal branding techniques
Implementing effective communication
Personal Development: Discovering the Right Career
Discovering the Right CareerSelect a career that matches your skills and personality
Resources:College career centerwww.careerplanningabout.comMyers-Briggs Personality Test
("Career Planning and Career Advice from About.com" 2015.); (The Myers and Briggs Personality Test. 2015)
Exploring a Career ChoiceInvestigative Methods:Shadow a professionalAsk for an interviewMeet with your academic advisorTalk with your parents’ friendsResearch onlineInquire with an actual business
Occupational Outlook Handbook
www.bls.gov
asdf
Home : Occupational Outlook Handbook: : U.S. Bureau of Labor Statistics. 2015.
Understanding Your ChoiceWho should you contact to learn more?What is required and entailed?When will you start?Where should you go to school?Why do you want this career?How will this fulfill your short-term or long-term goals?
Pursue and SucceedKnowing your path will give you directionUnderstanding what your audience wants to feelSensing your purposeMarketing yourself:To a desired audienceIn an effective mannerSuccessfully
Virtual Networking: Leveraging Social Media Resources
Why Should You Care?
Job Opportunities
(“Infographics: The Recruiting Manual,” 2014); (“Jobvite Social Recruiting Survey 2014,” 2014)
Statistics
Active Users
("Social Media Active Users by Network [IN.
In this digital era when each and every individual has become techno savvy, marketing too has become more dependent over social media platforms and is resulted more powerful than ever before.
University Recruitment an Employer Manual-Florida International UniversityAndrea De La Cruz
Acquiring and retaining talent is crucial to an organization’s success. College Recruiting can provide additional strategic benefits to your Recruitment plan. It can help your organization manage its talent gaps as well as promote your brand message on campus. A University recruitment program is not determined by the size of the company, every company regardless of large or small should examine their recruiting opportunities as a way to attract the best and brightest; and having a strategic College Recruiting program in place, can help an organization with:
1. Creating a pipeline of interns and entry level hires that will help grow the organization.
2. Choose and select the best talent in a shorter amount of time than traditional recruitment
3. Save time and effort in Advertisement, Screening and Selection.
College Recruiting goes beyond the career fair, this manual will walk you through how you can create a College Recruiting program that can transform your recruitment efforts and brand your company effectively to the best Student/Alumni talent beyond the career fair.
Marketing expert Bob London, president of London, Ink (www.londonink.com), presents a practical and engaging overview of Nurture Marketing, one of the fastest-growing and most profitable segments of the marketing mix.
Nurture Marketing is a process over time that moves suspects/prospects/customers along the cycle of Awareness > Education > Differentiation > Purchase, using both direct and indirect pitches and emphasizing push vs. “community”
Top Hacks to Prepare Your Employer Brand for a Hiring SpikeLinkedIn Europe
Slides from our recent webinar presented by Priyanka Malik and Julian Constance talking through their top tips to help companies get prepared for a surge in hiring.
Similar to Hobsons365: Day in the Life of a Search Analyst (20)
This presentation, presented by Ellen Wagner and Howard Bell at the ASU+GSV Conference in May 2017, outlines the need for supports when it comes to student success.
SUNY Broome is one of 64 campuses in the State University of New York System and a new member of Achieving the Dream. “Joining Achieving the Dream was important for us,” said Heather Darrow, Staff Associate for Student Retention. “We are striving to become a college that is proactive and not reactive. I think that’s why we joined when we did - and why we invested in Starfish. Both investments demonstrate our administration’s commitment to student success.” SUNY Broome focused on early alert flags and Kudos in their initial implementation, and now they are eager to do more. They are training faculty, building automated workflows around flags, and developing ways to encourage participation both within the faculty and for those in non-academic roles. This Webinar will focus on advice and “lessons learned” in the early stages of implementing the Starfish platform at a community college. As Heather Darrow said, “In the beginning it seemed very abstract – I know it can be hard to conceptualize how Starfish will work. But I figured it out, and others can too. I look forward to helping other schools!” Speakers: Heather Darrow, Staff Associate for Student Retention Michelle Beatty, Online Student Advisor
Opportunities to Engage First Year Students at Community CollegesHobsons
As part of the Student Success and Support Program (SSSP) led by the Chancellor’s Office, Los Medanos College began implementing tools from the Starfish Enterprise Success Platform – specifically, early alert and degree planning – in 2015. In this Webinar, you’ll learn about their recipe for implementing student success technologies within a statewide initiative.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Safalta Digital marketing institute in Noida, provide complete applications that encompass a huge range of virtual advertising and marketing additives, which includes search engine optimization, virtual communication advertising, pay-per-click on marketing, content material advertising, internet analytics, and greater. These university courses are designed for students who possess a comprehensive understanding of virtual marketing strategies and attributes.Safalta Digital Marketing Institute in Noida is a first choice for young individuals or students who are looking to start their careers in the field of digital advertising. The institute gives specialized courses designed and certification.
for beginners, providing thorough training in areas such as SEO, digital communication marketing, and PPC training in Noida. After finishing the program, students receive the certifications recognised by top different universitie, setting a strong foundation for a successful career in digital marketing.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
2. Why digital marketing?
Using an expert resource to avoid common road
blocks
Day in the life of an expert search analyst
What to look for in an expert resource
Chat your questions to Hobsons Webinars using
the chat feature.
2
Agenda
4. 4
Non-traditional is the new
traditional
TRADITIONAL
As few as 16% of
student population
NON-TRADITIONAL
Over 40% of the student
population
SOURCE:
http://www.aascu.org/uploadedFiles/AASCU/Content/Root/MediaAndPublications/PublicPurposeMagazines/I
ssue/10fall_adultstudents.pdf
7. 7
85% of adults use the internet to
research online degrees
Carol Aslanian, Education Dynamics, “Rock the Data! How Good Data Leads to Great Marketing and Even
Better Results”, November 2011.
Undergraduate degrees
Graduate degrees
8. 8
60% of adults use Google to find
your website
Carol Aslanian, Education Dynamics, “Rock the Data! How Good Data Leads to Great Marketing and Even
Better Results”, November 2011.
9. 9
Google Data 2010/2011 YOY
Source: Internal Google data. Data is based on sample keyword baskets.
US, Google.com, exact match only.
Areas showing
strongest growth
in queries
Certificates lead
degree query
searches
TECHNOLOGY
LIBERALARTS
ENGINEERING
10. 10
Online tactics are a great way to
find the students you need!
Retargeting
Display
Advertising
Paid
Search
Social
Media
Marketing
Email
Marketing
Student
Search
Services
Partner
Network
12. 12
Common roadblocks
Quickly
spending
money in
places that
aren’t getting
you
anywhere
Inability to
properly
read metrics
and use info
to make
decisions
Lack of skill in
analyzing
moving parts
and what they
tell you when
something’s not
right
Proper
allocation of
time to optimize
campaigns and
set bids
14. 14
Get to know your search neighbors
YOU THEM
Budget?
Programs?
Strengths?
Weaknesses?
15. 15
Get to know your institution
YOU
What are our
target markets for
each program?
Where is your
target student
searching?
What is your
target student
searching for?
What are each
program’s core
strengths?
What do we offer
that sets us
apart?
What do we
know about our
target market’s
online activity?
16. 16
Build campaigns to reflect your
institution’s goals
Drives enrollments for programs
Drives awareness
Granular enough so we’re not bidding
only on top tier terms
General enough to harvest queries
with a search query report
Multiple ad copy versions
17. 17
Activity During Launch
(Exceptions)
SPEND MONITORING
If it’s starting to spike, find the
culprits and handle them!
MATCH TYPE MONITORING
Do keywords match anything
that should be excluded?
18. 18
Ongoing Optimizations & Testing
Bid & Keyword
Optimization
Ad Copy Landing Pages
Always have tests
of ad copy
running
Know you’ll have
winners and
losers – new copy
may not perform
like the original
Test calls to action
Form spacing
Required fields
Steps vs. single
page
21. Skilled in
researching, bidding, man
aging, and optimizing key
words
21
What should I look for in an expert
resource?
KEY WORDS
Practiced at
researching the
perfect student profile
and where they are
online
Has access to tools
and technology to
target properly and be
successful
22. 22
Questions?
Chat them now to Hobsons Webinars
Or submit your questions at
http://go.hobsons.com/365question
Editor's Notes
Welcome to today’s webinarWe’re here to talk about how digital marketing works, and get an inside glimpse into a day in the life of a search analyst.By the end of today’s event, you’ll have a solid understanding of what goes into a successful online marketing campaign, so you can either run them on your own, or partner with an organization that can help you achieve your goals.
Here’s what we’re going to talk about today…If you have questions, please chat them using the chat feature to “Hobsons Webinars”
According to a recent benchmarking report for higher ed, 42% of schools were outsourcing some marketing or recruiting function in 2012
Recent reports show that as few as 16% of the higher ed student body population are considered traditional students. And over 40% are non-traditional, meaning they are older students or did not enter a higher ed institution straight from high school. While it’s easy for institutions to target high school students, it’s more difficult to target adult students.
Adult students you seek could be anywhere, and have any sort of background
Literally anywhere. How are you going to find them when you don’t know who they are?
Digital marketing is a great way to reach the growing adult audience, because 85% of adults use the internet to research online degrees
And it’s shown that 60% of adults use Google to find your website.
For example, here are areas seeing strong growth in queries: Technology, Liberal Arts and Engineering. And certificates lead degree query searches
Online marketing may be the way to go!It’s not uncommon to feel like you’re maxing out traditional marketing channels and not seeing incremental growth needed. Many who turn to online marketing tactics to grow performance see positive results.
All of this is great, but how do you get there? The answer is: carefully, as there are several road blocks to look out for when executing a successful digital campaign…
Don’t realize how quickly they can spend money in places that aren’t getting them anywhereAren’t practiced in reading metrics and using information to help them make decisionsAren’t skilling in analyzing the moving parts and what they tell you when they’re not right. Ie – if you’re click through isn’t high but conversion is OK, what do you do?Proper allocation of time to optimize campaigns and set bids
So at this juncture, I’d like to to turn it over to Lauren Ramey, and expert search analyst here at Hobsons. Lauren can shed some light on what some of this SHOULD look like, and the tactics he uses to execute successful campaigns.
When I start a new project, the first thing I do is get to know my search neighborsI need to learn all about my competition, their budgets, their programs, and evaluate their weaknesses.
Get to know your college or university.Identify each program’s target market and their activity online.Where are they searching? What are they searching for?Identify your core strengths.What does my university have to offer that sets them apart?
Campaign builds should reflect your institution’s goals.Driving enrollments for programs?Driving enrollments for colleges within the institution?Awareness?The campaign should be granular enough that you are not bidding solely on top tier terms, but general enough that you will be able to harvest queries with a search query report.
Spend MonitoringBe sure to check spend. If it’s starting to spike, find the culprits and deal with them.Match Type MonitoringAlways check to see if your keywords are matching to anything that’s worthy of being excluded. If so, immediately add as a negative to mitigate more wasted spend.
Bid & Keyword OptimizationsAd CopyAlways have tests of ad copy running.Know that you will have winners and losers and the new copy introduced may not perform as good as the original.Landing PagesTest calls to actionForm spacingRequired fieldsSteps vs Single PageMatch TypesHarvest converting keywords with a lower CPC and higher quality score.
Yes, this is a lot, and if it overwhelms you, now’s the perfect time to hand it back over to Catherine to tell us a little more about what you should look for in an outside resource, should you choose to partner with an organization on digital initiatives.