Online Marketing Strategy - Emerson College

2,369 views

Published on

Online Marketing Strategy for Emerson College to increase the number of applications

Online Marketing Strategy - Emerson College

  1. 1. Online Marketing Strategy<br />Office of Graduate Admission<br />EMERSON COLLEGE<br />Vishal Maru<br />April 6, 2010<br />
  2. 2. Research<br />
  3. 3. Research<br />Program Relevance<br />3rd Party Websites<br />Quality of Education<br />Consultancy Services<br />University Ranking<br />Emerson Website<br />Industry Connections<br />Students & Alumni<br />Job Prospects<br />Social Networks<br />Faculty<br />
  4. 4. Research<br />The Ideal Student<br />Region<br />Culture<br />Industry<br />
  5. 5. Online Marketing Channels<br />Lead Generation<br />Affiliates<br />Search<br />Social Media<br />Email Marketing (Acquisition)<br />
  6. 6. Online Marketing Channels<br />Conversion<br />Usability<br />Web Analytics<br />Email Marketing (Conversion)<br />
  7. 7. Search<br />Observations<br />?<br />Poor Optimization code<br /><meta name="Keywords" id="Keywords" content="Arts, Boston Colleges, Communication, Communications, Emerson College, film, Film School, Majestic Theatre, Media Arts, Performing Arts, video, Video School, Professional Studies, Adult Education, Adult Ed, Continuing Education, " /><br /><meta name=“description”/><br />
  8. 8. Search<br />Objective<br /><ul><li> Top 10 for program specific keywords</li></ul>Recommendations<br />Relevancy<br />Links<br />Off-page optimization<br />On-page optimization<br /><ul><li> External links
  9. 9. Internal links
  10. 10. Content
  11. 11. HTML
  12. 12. Relevancy between content & HTML</li></li></ul><li>Affiliates<br />Observations<br />Gradschools.com<br /><ul><li> Emerson ranks 22 for IMC. Roosevelt, Towson rank better than Emerson!
  13. 13. School information incomplete and outdated</li></ul>Petersons.com<br /><ul><li> Program categories too broad
  14. 14. Emerson Banner the simplest!</li></li></ul><li>Affiliates<br />Recommendations<br /><ul><li> Expand network
  15. 15. Create and manage content
  16. 16. Country / Region specific affiliates</li></li></ul><li>Social Media<br />Emerson College<br />IMC<br />Twitter<br />Emerson College<br />Graduate Admission<br />Blogs<br />facebook<br />Graduate Admission<br />Website<br />IMC<br />IMC<br />Ploughshares<br />Emerson Global <br />Network<br />YouTube<br />The Emerson Channel<br />
  17. 17. Usability Testing<br /><ul><li> Effectiveness of Website
  18. 18. Measurement
  19. 19. Navigation Schemes
  20. 20. Content
  21. 21. Distribution of Content
  22. 22. Ease of use</li></li></ul><li>Web Analytics<br /><ul><li> Provide Recommendations
  23. 23. Monitor</li></li></ul><li>The Brand<br />Active Student Community<br />Diverse <br />Cultures<br />Diverse <br />Prof BG<br />Vibrant<br />Friendly<br />Emerson<br />Modern<br />Professional<br />Experienced<br />Faculty<br />Specialized<br />Programs<br />Liberal<br />Industry<br />Standards<br />Latest<br />Technologies<br />Industry<br />Connections<br />
  24. 24. ROI<br />+ Better Student Quality<br />
  25. 25. Thank you<br />

×