From inbound marketing to landing pages; from communication outreach to conversion; the purpose of this session is to help private schools identify the data they have readily accessible at their fingertips, and provide them a new perspective on how to convert that into creative content opportunities that enhance development campaigns. Walk away with an understanding of how to approach inbound marketing and develop the initial framework of a campaign supported by landing pages.

1. Using Your School’s Data to
Drive Communications
and Boost Conversions
Siobhan Federici
Director of Communications
Miss Porter’s School
siobhan_federici@missporters.org
Travis Warren
President
WhippleHill, Inc.
travisw@whipplehill.com

2. Iterating
pages
Inbound
marketing
Interpreting
data
Conversions

3. inbound marketing

4. Are you using inbound marketing?

5. Sixty percent of companies will execute inbound
marketing strategies in 2013.
— ROI Report by HubSpot and MIT, http://bit.ly/GzKfKW

6. “Outbound marketing is the traditional
form of marketing where a company
initiates the conversation and sends its
message out to an audience. ”

8. Inbound marketing is advertising your school
through blogs, podcasts, video, eBooks, enewsletters,
whitepapers, SEO, social media marketing, and other forms of
content marketing…Inbound marketing earns the attention of
customers, makes the school easy to be found ultimately drawing
customers to the website by producing interesting content.

9. Are you using inbound marketing?

10. school examples?

11. St. Paul’s School
#SPS12Days

14. St. Paul’s School
#SPS12Days
• Instagram challenges in 2012 & 2013
• Good buzz, increased likes, increased interaction rates. 577
people interacted with the 2012 campaign. Students were
posting photos, alums were interacting with them.

17. Experience Tilton School

25. 5 Steps to an
Inbound Marketing Plan
Social
Content
SEO
Keywords
Personas
http://www.schneiderb.com/

26. Personas

27. personas are fictional characters
created to represent the different user
types within a targeted demographic,
attitude and/or behavior set that might use
a site, brand or product in a similar way.
http://en.wikipedia.org/wiki/Persona_(marketing)

28. Sarah Ramsey
• 13 years old
• Interested in playing high school soccer
• Demonstrated interest in leadership positions
• Above average academic profile
• First member of her family to consider private school
!

29. Keywords

31. Keywords
https://adwords.google.com
http://www.wordtracker.com
http://raventools.com/
http://moz.com

32. SEO

33. Page Structure
<title> tag
url keywords
<H1> tag

34. Inbound Links

36. Time on Page

37. Social Media

38. http://www.dreamgrow.com/how-to-build-a-social-media-bomb/

39. Annie Jones
• 24 years old
• Played high school hockey
• Graduated with honors
• Hasn’t made first annual fund gift
• Attends regional events
• Interested in finding a mentor
!

41. Pride: student and alumnae achievement
Campus: scenery/weather shots, traditions,
spirit competitions
Fun: something different from when they
attended...but not too different!

42. PRIDE

43. CAMPUS

44. FUN

45. Landing Page

46. 12%

47. </end presentation>