The document discusses using curriculum in marketing to engage, consider, and convert potential students. It recommends differentiating programs by offering courses in areas like prospecting and conversion. Microsites answering questions about specific programs are suggested to focus on the individual program rather than just the overall institution. Degree-specific marketing is also advised to better satisfy the needs of different student segments.

1. Using Curriculum in Marketing

2. First-level Questions
1. What will it cost?
2. What will it take to finish?
3. Will my credits transfer?
Yields a consideration set of near equals.
Engage. Consider. Convert.

3. Courses Differentiate Programs
• Prospecting
• Conversion
• Remarketing
Engage. Consider. Convert.

4. The Reality at Home
• Find something unique
to battle the ‘sameness’
Kitchen Counter of a high-school sophomore
Engage. Consider. Convert.

5. Provide something to talk about
10 minutes
In the Race to Rapport create a common ground
Engage. Consider. Convert.

6. Nurture Hand Raisers
• Focus on skills,
knowledge and
tools.
Engage. Consider. Convert.

7. Make the Courses Interesting
Organize.
Intriguing.
Deepen engagement.
Engage. Consider. Convert.

8. Program Specific Microsites
Answer all the Ps in one
place.
What you take
Who you learn from
Who you team with
Who supports you
Where they work
What they do
Focus on the program, not
the stack.
Engage. Consider. Convert.

9. Benefits of Degree Specific
Thinking
• SEO for Schools
• Satisfy segments’ needs of unique segments
• Differentiate messages by level
• Consumer facing or School Specific
Engage. Consider. Convert.

10. www.flyiron.com
Anthony Power
anthony@flyiron.com
Parker Oliver
parker@flyiron.com
Engage. Consider. Convert.