This presentation covers how to market your entrepreneur program with both traditional and eMarketing Techniques. The webinar was a complimentary program by the National Association for Community College Entrepreneurship (NACCE), and was delivered by Brad Kleinman of WorkSmart eMarketing in 2009.

1. M a r k e t i n g Yo u r
Entrepreneurship Program

2. Webinar Agenda
 Part 1 : Your Traditional Marketing Strategy
The Four P’s

Market Research

Strategic Partnerships

Print Collateral

Press Releases and Media Relations

Networking events

 Part 2 : Your eMarketing Strategy
Website

Email Marketing

Search Marketing

Social Media

 Part 3 : Tips and Supplemental Information
Leveraging students

Taking advantage of your internal team

Getting the most out of your alumni

Using NACCE resources

 Part 4 : Question and Answer

3. Part 1
Part 1
TRADITIONAL MARKETING
Traditional Marketing

4. Creating a Marketing System

5. The Four P’s

6. Market Research

7. Strategic Partnership Strategy
 Why to build relationships
 How to build relationships
 Mutual expectations
 Organizations to partner with

8. Print Collateral

9. Your Media Kit – Duct Tape Marketing
Your Case Statement
1.
Your Difference Summary
2.
Your Idea Client/Customer Description
3.
Your Marketing Story
4.
Your Product/Service Offerings
5.
Case Studies
6.
Testimonials
7.
Client List
8.
Processes and Checklists
9.
Articles
10.

10. Print Collateral

11. Media Relations
 Develop relationships with the media
 What’s press-worthy?
 New program launches
 Conference announcements / keynote speakers
 Success stories of clients
 What to include in a press release
 Quotes from program representatives
 Statistics
 Who/What/Where/When/Why
 Online Dissemination

12. It’s all about networking

13. Part 2
Online Marketing

14. Creating a Marketing System
Website
Traditional Email
SMO Video
SEM CRM

15. Your Website
 Layout and Design
 Capturing their attention
 Utilizing social media
 Getting them to come back
 Optimizing for conversion and analyzing success
 Having a call to action
 Gathering their email address
 Using Google analytics to monitor success

16. Capture Attention Immediately

17. Capture Attention Immediately
 Engaging content
 Strong Poignant Messaging
 Impactful Imagery
 Educational Slideshow
 Engaging Video

18. Have a call-to-action
 Potential Calls-to-action
 Click here to learn more about…
 Forward and backwards buttons
 Take a survey
 Watch a video

19. Get them to come back - Use social media

20. Google Analytics – Tracking Success

21. Tracking Goals in Google Analytics

22. Use Google Website Optimizer

23. Your Email Campaign
 Planning
Developing a strategy

List segmentation

Campaigns

 Design, layout, and content
Getting through the spam filters

Increasing click-through

Optimizing campaigns

 Tracking and Follow-up
 Easing the pain

24. Your Email Strategy
 Get to know your customers (market research)
 Content versus promotion
 Leverage contributors
 How will you connect email to offline techniques?

25. Building Your List
1. Sign up forms throughout your website
WIIFM?

2. Beware of too many form fields
More form fields = less likely to fill out

3. Ask for email when students are signing up
Make it a requirement

4. Networking Networking Networking
Ask when you receive their business card


26. Segmenting Your Lists

27. Email Campaigns

28. Email Design, Content and Layout
1. Focus on content not promotion
 80%/20%
2. Make sure there is a clear call-to-action
 Above the fold (above the scroll)
3. Use ‘click here’ and bright colors sparingly
Alerts spam filters (run spam checker)

4. Take advantage of the F pattern
Use headlines and a columned layout


29. Tracking Results

30. Use Split Testing

31. Easing the pain
1. Calendarize Calendarize Calendarize
 Place monthly blast campaigns in your group calendar
2. Assign topics to team members
 Focus on content not promotion
3. Leverage your community
 Have them write blog posts, and use email blasts as blurbs
4. Have program managers manage their lists
 Segment their VIP contacts as well

32. Search Marketing
 The difference between SEO and SEM
 Why SEO > SEM
 Search Engine Optimization
 Pay Per Click advertising

33. Organic VS Paid Search

34. SEO VS PPC

35. eMarketing Best Practices – SEM
1. Use title tags
2. Key in to your keywords
3. Inbound links!

36. Tools for SEO – Website Grader

37. SEO – General Tips
1. Optimization requires an ongoing process
2. Talk with your customers
3. Be in the business of content creation

38. Using Social Media
 What is Web 2.0H?
 Blogs, Wikis and RSS feeds
 Facebook, LinkedIn, and Twitter
 Join us on April 15th for Web 2.0H!
Tweet

39. The Technology & The tools

40. Part 3
Final Tips and
Supplemental Information

41. Best Practices from NACCE
 Don’t forget to leverage your students
 Take advantage of your internal team
 Get the most out of your alumni
 Use NACCE resources
 NACCE journal
 Build your profile on NACCE.com

42. Part 4
Question & Answer

43. Thank You
Catch me on Facebook, LinkedIn, or
Email:
Brad@WorkSmart-eMarketing.com
OR Follow me on Twitter
@BradKleinman