My recent presentation for AISAP during our Roundtable Events in Florida describing how we implemented inbound marketing at my school.

1. Implementing Inbound Marketing
For Your School
Brendan J. Schneider
Twitter: @SchneiderB
Blog: www.schneiderb.com
Email: brendan@schneiderb.com
May 2, 2012

2. Our Story
Sewickley Academy 2008

5. Traditional/Outbound Marketing

6. Social Media

7. Friends? Followers?

9. ✤ Inquiries -- /Apps, Visit =
✤ Ghost Inquiries
✤ Traditional Marketing ROI
✤ Job Security

10. Inbound
Marketing
Outbound - You find families
Inbound - Get found by families

11. Where it all starts...

12. Implementing Inbound Marketing
✤ Get Found
✤ Define Keywords
✤ SEO
✤ Promote – Social Media
✤ Convert
✤ Analyze

13. Pittsburgh Private School?

14. Inbound Marketing
✤ Search Engine Optimization (SEO)
✤ Relevance
✤ Authority

15. Search Engine
Optimization
✤ Create Great Content
✤ Get Links
✤ Get Found
Marketing

16. Search Engine Results Page
SERP

17. Blog
Twitter Pinterest
School
Website
Google+ Facebook
YouTube
Marketing

18. School Website

19. Blog
✤ Core
✤ Focus on Keywords
✤ Social Sharing
✤ Brand
✤ How can you educate your prospective families?

20. Blog Details
✤ Wordpress.org ✤ Long Tail Keywords
✤ Subdomain ✤ Comments
✤ Blog.sewickley.org vs. ✤ Subscription
sa.tumblr.com
✤ Team
✤ Social Sharing
✤ Chief Blogger
✤ Post at least 1/week

21. Blog Topics
✤ Success ✤ Failure
✤ 5 Things To Do Before You Apply ✤ Bring Sid The Kid Home
For Financial Aid
✤ Knockin’ On Seven’s Door
✤ Why We Teach Mandarin Chinese
At Sewickley Academy ✤ See The Film – Save A Life
✤ College Guidance: 5 Best Tips and
Practices
✤ A Teacher’s Interest In Pinterest
✤ 7 Questions With Pat Bassett

22. Twitter
✤ “Beach Attire”
✤ Curate Content
✤ Share
✤ What does your school find interesting?

23. Twitter Details
✤ Hootsuite.com
✤ Bufferapp.com
✤ Timely.is
✤ Post 3-4/day
✤ 75/25 Rule

24. Twitter Content
✤ 75% - School ✤ 25% - Non-School
✤ Blog Posts ✤ Educational Articles
✤ Cross-Promote ✤ Local News
✤ News - Internal/External ✤ Community Info
✤ Media ✤ Good Neighbor Tweets
✤ Educational Quotes

25. YouTube
✤ The Future
✤ Experiment
✤ Smartphone
✤ Unpolished

26. Google+
✤ Isn’t Dead
✤ Social Signals
✤ Cross Promote
✤ Engagement
✤ Hangouts

27. Pinterest
✤ Experiment
✤ Women First!
✤ Social Signals
✤ Cross Promote
✤ Fun

28. Convert
✤ Landing Pages
✤ A/B Testing
✤ Tracking URLs
✤ Lead Nurturing
✤ Lead Grading
✤ How many inquiry forms are there on your website?

29. Results
✤ 2012-2013 Admission Year
✤ Inquiries, Applications, and Visits are all
increased compared to last year
✤ Inquiries up 11% - 4 year high
✤ Applications up 11% - 4 year high
✤ Visits up 17% - 4 year high

30. Books

31. Questions