This document discusses marketing fundamentals for training providers. It explains that marketing allows prospects to find and notice a training provider. It then discusses how to calculate return on investment for marketing campaigns by considering factors like deliverability rate, open rate, click through rate, response rate, and close rate. Finally, it outlines the three key ingredients for successful marketing campaigns as the offer, call to action, and creative design, providing tips for optimizing each.

1. Marketing Fundamentals
every training provider needs
Administrate

2. Why marketing and what do you need to know?
As
a
training
provider,
you
are
Wally
at
the
beach.

3. Why marketing and what do you need to know?
Marke:ng
allows
prospects
to
find
or
no:ce
you.

4. Marketing Campaigns – Calculating ROI
• How to calculate the Return on Investment (ROI) of a marketing
campaign
=
ROI

5. Defining the Formula
• Deliverability Rate (inverse of Bounce Rate)
• How many emails made it to the intended recipients?
• Measures accuracy of your list/data
• Open Rate
• How many emails were opened?
• Click Thru Rate
• How many, after opening the email, clicked on the link?
• Response Rate
• How many, after clicking through, filled out the web form to completion?
• Close Rate
• How many responders turned into bookings?
Marketing Campaigns – Email

6. What training providers can expect from an email campaign?
Marketing Campaigns – Email
Education/Training
High Low
Deliverability8Rate 99% 95%
Open8Rate 30% 20%
Click8Thru8Rate 10% 6%
Response8Rate 20% 10%
Close8Rate 30% 22%
*Mailchimp,
2014
*

7. Marketing Campaigns – Email
Total 10000 £0.05 £500 cost
Deliverability 99% 9900
Open9Rate 20% 1980
Click9Thru9Rate 10% 198
Response9Rate 20% 39.6
Close9rate 25% 10 £199 £1,970 rev
£1,470 Net9Income
294% ROI

8. Marketing Campaigns – Email
Total 50000 £0.05 £2,500 cost
Deliverability 99% 49500
Open;Rate 20% 9900
Click;Thru;Rate 10% 990
Response;Rate 20% 198
Close;rate 25% 50 £199 £9,851 rev
£7,351 Net;Income
294% ROI

9. Marketing Campaigns – 3 Ingredients of Success
The 3 Ingredients of Success for any marketing campaign
1. Offer – 40%
2. Call to Action – 40%
3. Creative – 20%

10. 3 Ingredients of Success: Offer
Offer – 40%
• What is the offer?
• This is the value exchange.
• ‘Sign up by September 30th and receive 30% off the #1 rated First Aid Training course in the UK.’
• In exchange for signing up by a certain date, George gets to have the #1 First Aid training course for 30% less than the
rest of the students who sign up after.

11. 3 Ingredients of Success: Offer
Offer – 40%
Tips and tricks:
• Communicate Urgency
• Humans are lazy. Incentivize them to do something.
• Align with the objectives of the campaign
• Don’t offer a free pork sandwich when targeting the local Jewish community.
• Don’t offer 30% off if that kills your ROI calc.
• Don’t offer through September 30th, if the class starts on September 28th.

12. 3 Ingredients of Success: Call to Action
Call to Action (CTA) – 40%
• What is a call to action?
• A CTA is what George needs to do to take advantage of the offer.
• Examples:
• Click on the URL below
• Call this number: 0131 225522
• Fill out and return via your nearest Post box

13. 3 Ingredients of Success: Call to Action
Call to Action (CTA) – 40%
Tips and Tricks
• Make it simple and available
• Consider the next steps
• Don’t tell them to call you, if you have no one available or prepared to pick up
the phone and log the booking
• Include a tracking mechanism if needed
• Click on the link below and enter code 30FA2015 to…

14. 3 Ingredients of Success: Creative
Creative – 20%
What is Creative?
• Creative is how the piece is designed.
• Common misconception is that a really nice design will be bring in way more
response than a bad design. It has an effect, but remember, creative only makes
up 20% of the response.

15. 3 Ingredients of Success: Creative
Creative – 20%
Tips and Tricks
• Make it personal
• Write in the 2nd person – ‘you will find’
• Clear and relevant subject line
• Concise, don’t write the whole story
• Make the CTA stand out
• Tone of voice
• Clearly define the benefits (not the features)

16. HTML Email Template

17. HTML Email Template
Key message in
the ‘hero’ bar

18. HTML Email Template
It’s personal, written
in 2nd person

19. HTML Email Template
Brand consistency
/ Tone of voice

20. HTML Email Template
Clear Call To
Action (CTA)

21. HTML Email Template

22. Plain Text Email
• Why and when plain text might be more effective
• SPAM filter red flags
• Email client may not support HTML
• Images may not be shown
• Less is more

23. Plain Text Email

24. The Importance Of A/B Testing
• Optimise results
• Make changes to your email to determine what layout/copy is more
successful
• Improve conversion rate
• Validating ideas and changes

25. How The Administrate System Makes Marketing Easy
Demo