How to Launch a New School Program: Online Marketing to Stand Out and Bring Students In
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Since the end of the pandemic, the online landscape for education options can oftentimes feel more crowded and competitive than ever before. In situations like this, how do you ensure that your latest program or course offering that you're looking to launch receives the attention it deserves from the prospective students you need? HEM will walk you through the best practices and the top tips for promoting new programs in the webinar, "How to Launch a New School Program: Online Marketing to Stand Out and Bring Students In." We'll cover the groundwork of what you need before you start advertising, what channels and strategies your school should consider, and how to take your offerings to the next level and stand out. We'll also clear up common misconceptions about when it's the right time to advertise.
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How to Launch a New School Program: Online Marketing to Stand Out and Bring Students In
- 1. DIGITAL MARKETING | MAUTIC CRM | STUDENT PORTAL | CONSULTING HIGHER-EDUCATION-MARKETING.COM How to Launch a New School Program: Online Marketing to Stand Out and Bring Students In
- 2. ➜ Use the Questions function for questions ➜ Use the chat for comments ➜ The sessions is being recorded. The slides and recording will be sent to you within 24 hours. A Little Housekeeping
- 3. Your Presenters Alexander Nachaj, PhD Director, Paid Ads & Analytics Higher Education Marketing Valentin Wimel Inbound Marketing Manager Higher Education Marketing
- 4. Agenda 1. Getting Started and Ground Work – Initial prep before your launch 2. Getting the Word Out and Building Awareness – Resources and channels to expand your launch 3. Paid Advertising Strategies and Filling the Funnel – Getting qualified leads as soon as possible
- 5. How many channels have you previously used when advertising a new program launch? 1 2-3 4+ Poll #1 Unsure None
- 7. Self Audit Questions You have a new program on the way or just launched: • Who are my intended students? • Where am I finding them? • What channels and resources are at my disposal? • Why should they choose my program over others? • When is the right time to advertise this program?
- 8. Common Misconceptions About When To Launch • Summer vacations or winter holidays are “off season.” • Already promoting too many other courses. • The students will “find it” without any action required. • There’s no competition, so why bother? • There’s too much competition, so why bother?
- 9. Source: Hubspot 2023 Marketing Industry Report Your competitors are not passive when they launch new programs or need students. Active Approach While Google is still the #1 search engine, the ways in which students find out about courses has transformed. They now use multiple sites, social media, and other sources. More Ground Covered Precise geo and interest can be targeted to get the right students with the right intent for your course. Highly Targeted Three Big Reasons to Go Big with Your Launch
- 10. Source: Hubspot 2023 Marketing Industry Report Program Launch Roadmap Pre-Launch (Prep) • Lead Magnet • Program Page • Landing Page Early Launch (Awareness) • Blog Post • Press Release • Sponsored Content • Newsletter • Webinar • Awareness Ads Late Launch (Funnel Fill) • Prospecting Ads • Remarketing • Email Campaign
- 11. HIGHER-EDUCATION-MARKETING.COM 11 Creating the Perfect Lead Magnet
- 12. Ideas for Lead Magnets Engaging content piece that helps your program offers stand out. • Program Brochures - course and campus overview, success rates, faculty credentials, outcomes • Checklists - for studying abroad, boarding school • Resource Lists - tips for college success, things to do in city • Open House Bookings - free lunch, campus tour, meeting your future professors • Financial Support - bursaries, paid training, government grants
- 13. Key Attributes of a Successful Lead Magnet • Appeals to audience • Solves common problems or addresses pain points • Specificity • Easy to understand • Provides value • Immediate delivery • Demonstrates your USP • Sustains your brand
- 15. Program Outline to Consider Page outline should include the essential information below to give a clear understanding of what the program offers. Introduction to the Program Curriculum and Learning Opportunities Application and Contact Information SEO Optimization and USP Program Overview Program Details Curriculum Faculty and Instructors Advising and Support Learning Resources Career Opportunities Internships and Practical Experience Opening Doors: Post-Program Study Opportunities Admission Criteria Application Process Tuition and Financial Aid Application Deadline Contact Information Call to Action Frequently Asked Questions (FAQs) SEO Keywords Program Specific Unique Selling Proposition (USP) and Messaging
- 17. SEO-Optimized Announcement Blogs Blog posts can be a great way to reach your target audience in an informal way. Types of blog post: ● Announcement blog post ● Program overview ● Faculty and Instructors: Professional backgrounds ● Study and career opportunities after the program ● What it takes to succeed in the new program ● FAQ and How to
- 19. Sponsored Media Content Sponsored content in various media can be an effective way to launch a new school program for several reasons: ● Wider Audience Reach ● Credibility, Trust and Brand Awareness ● Thought Leadership ● Data and Analytics
- 21. Social Media Posts Ideas An organic, time-based social media campaign is a great way to spread the word about a new program. Examples of social media posts: ● Teaser Posts ● Behind-the-Scenes ● Interactive Quizzes ● Infographics ● Short-Videos ● Comparative Posts (USP) ● Infused Trends Click on the image to be redirected to the Facebook video
- 23. Promoting a new school program through a newsletter or email campaign can be effective for different reasons: 💡 Visual content can enhance engagement and understanding. Don’t hesitate to include appealing graphics, images. Newsletters and Emails for Your New School Program ● Provide a direct line of communication with your leads ● Personalized emails resonate better with recipients ● Tracking and analytics to monitor performance ● Save time (With Automation Campaigns) ● Generating traffic to your website
- 25. Elevating Your New Program: The Webinar Advantage Promoting a webinar for a new school program requires a multi-faceted approach that targets your intended audience through various channels: ● Social Media ● Email Marketing ● Educational Forums and Groups ● Newsletters ● Website and Blog Posts
- 27. Sharing Your New School Program Through Press Release Launching a new school program through a press release offers several benefits: ● Credibility and Authority ● Media Coverage ● Reaching a Broader Audience ● Official Announcement
- 29. Approaching Paid Ads for New Courses Prepping your existing assets to fill your funnel / create interest • Review targeting of existing campaigns to ensure no overlap (keywords, audiences) • Ensure all relevant pages are tagged with appropriate pixels for remarketing • Prep a relevant landing page for your paid ads destination • Set up and connect Instant Forms (in-app forms) for social media
- 30. Strategy Phases - Push Advertisements Phase 1 Traffic Phase 2 Awareness Interest Begins 2-4 weeks before LIGHT PROSPECTING Lasts for 2-4 weeks after Phase 1 Can be reconfigured into Evergreen Remarketing HEAVY PROSPECTING
- 31. Campaign Types Social Media Advertising • Display and Video Traffic • Display and Video Prospecting • Display and Video Remarketing Consider: Carousel type ads if your school offers multiple relevant programs. Google Advertising • Discovery Prospecting • Discovery Remarketing • Search Prospecting Consider: General Terms as well as specifics
- 32. Landing Pages and Tracking KPIs Google: Landing Pages • Specific • Mobile Optimized • Tested Social: Instant Forms / Lead Forms • Easy to respond • Hooked to CRM • Nurture campaign active
- 33. Conclusions and Takeaways ➜ There are few “wrong times” to launch and start promoting a new program ➜ Start with a strong and compelling lead magnet to raise the volume on your launch ➜ Ensure your awareness and top of the funnel pushes make use of the lead magnet ➜ Understand your data and don’t be afraid to tweak your strategy based on new insights ➜ Launch within your means - focus on fewer channels with better efforts if needed
- 34. Request a Free Digital Assessment Start now at www.HEM.agency/assessment See what you are doing well and uncover opportunities for improvement in your digital marketing.
- 35. Request A Free Assessment Philippe Taza Founder and CEO 514-312-3968 x 104 ptaza@higher-education-marketing.com Scott Cross Regional Manager 514-312-3968 x 117 scross@higher-education-marketing.com