It’s not just about your website…
                   It s about your web strategy.
                   It’s about your web ...
Agenda

    Introduction
•
    Statistics and Trends
•
    The Case for eMarketing
    The Case for eMarketing
•
    eMark...
4 Caveats…

• 80/20

• Water from a Firehose
  Water from a Firehose

• Have fun!

• Foundations
Accountability
Accountability

1.   Choose a partner
              p
2.   Introduce yourself
3.
3    Commit to do ONE thing you learn tod...
Statistics & Trends

• Community College Trends
  – Budgets going down
  – Enrollment going up
  – Administrators are prim...
Statistics & Trends

• Social media trends
  – Facebook >122M users, >$15B value
  – A blog is created every half second
 ...
What the heck is Web 2.0?
What the heck is Web 2.0?
eMarketing Benefits

    Easy to use
•
    Easy to quantify
•
    Easy to customize
    Easy to customize
•
    Easy to in...
Program Strategy

    How many participants?
•
    Who is the target?
•
    How will you market?
    How will you market?
...
Structuring Your Curriculum
• Workshops and Seminars
  – Mix lecture with group activity and speakers (Kauffman)
    Mix l...
Soliciting Speakers & Sponsors

1)   Establish advisory board
2)   Weave your MAT
3)   Send out RFP
     Send out RFP
4)  ...
Keynote & Breakout Speakers

• Make sure they focus 
  on VALUE not SALE
• Take advantage!
              g
  – Video broch...
Establish Strategic Partnerships

1) Promotion & exposure
2) Connection to speakers & sponsors

• Organizations to target
...
Create your Marketing System

                         Microsite



     Traditional                           Email




 ...
Traditional Marketing & CRM

    Track your customers!
•
    Make phone calls
•
    Network around the region
    Network ...
eMarketing Best Practices ‐ Microsite
          1.) Make it EASY to buy
          2.) ENGAGE your users
          2 ) ENGA...
eMarketing Best Practices – Email

1. Focus on users needs (80%/20%)
2. Have a call to action
3. Track results and follow‐...
eMarketing Best Practices – SEM

1. Use title tags
2. Key in to your keywords
3. Inbound links!
3Ib        d li k !
Use Social Media
Capture Success!!
More Resources
• Online Webinars 
  – (N t bi
    (Next webinar 1/15/09)
                  1/15/09)


• Monthly newsletter...
It’s not just about your website…
                   It s about your web strategy.
                   It’s about your web ...
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Create a revenue stream with eMarketing - NACCE Presentation 2009 by Brad Kleinman

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This presentation discusses the process of creating a revenue stream at your school using eMarketing as a curriculum topic. The presentation also covers several best practices and tips to improve your marketing efforts for all your programs!

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Create a revenue stream with eMarketing - NACCE Presentation 2009 by Brad Kleinman

  1. 1. It’s not just about your website… It s about your web strategy. It’s about your web strategy. How to Build a Revenue Stream with  H B ild R S ih eMarketing at Your School  eMarketing at Your School By Brad Kleinman Brad@WorkSmart‐eMarketing.com @ g
  2. 2. Agenda Introduction • Statistics and Trends • The Case for eMarketing The Case for eMarketing • eMarketing Programming • eMarketing Techniques M k ti T h i • Case Study • Resources •
  3. 3. 4 Caveats… • 80/20 • Water from a Firehose Water from a Firehose • Have fun! • Foundations
  4. 4. Accountability
  5. 5. Accountability 1. Choose a partner p 2. Introduce yourself 3. 3 Commit to do ONE thing you learn today Commit to do ONE thing you learn today 4. Connect outside of this webinar 5. Check up with each other ‐ MIH 
  6. 6. Statistics & Trends • Community College Trends – Budgets going down – Enrollment going up – Administrators are primarily baby boomers
  7. 7. Statistics & Trends • Social media trends – Facebook >122M users, >$15B value – A blog is created every half second – Over 150K videos uploaded to YouTube every day
  8. 8. What the heck is Web 2.0?
  9. 9. What the heck is Web 2.0?
  10. 10. eMarketing Benefits Easy to use • Easy to quantify • Easy to customize Easy to customize • Easy to interact with users • Time Efficient Ti Effi i t • Cost efficient • High Return on Investment •
  11. 11. Program Strategy How many participants? • Who is the target? • How will you market? How will you market? • What is the break‐even? • How will you solicit sponsors?  Speakers? H ill li it ?S k? • What is the program structure? •
  12. 12. Structuring Your Curriculum • Workshops and Seminars – Mix lecture with group activity and speakers (Kauffman) Mix lecture with group activity and speakers (Kauffman) – 4 X 2 hr speaker series – 8 X 2 hr facilitated series • Webinars – Up to 1000 participants – Experienced panelists p p – Built in eMarketing • Conferences – N ti National keynote speaker and regional experts lk t k d i l t – Breakout sessions and MIH components – Revenue stream driven from registrations and sponsors
  13. 13. Soliciting Speakers & Sponsors 1) Establish advisory board 2) Weave your MAT 3) Send out RFP Send out RFP 4) Decide on breakouts 5) Work with foundation office W k ith f d ti ffi 6) Market like crazy!
  14. 14. Keynote & Breakout Speakers • Make sure they focus  on VALUE not SALE • Take advantage! g – Video brochure – Teaser information – Leverage their contacts – Potential sponsors Potential sponsors
  15. 15. Establish Strategic Partnerships 1) Promotion & exposure 2) Connection to speakers & sponsors • Organizations to target – Chambers of commerce – SBA / SBDC – Entrepreneur Groups – Business Organizations – Minority Organizations
  16. 16. Create your Marketing System Microsite Traditional Email SMO Video SEM CRM
  17. 17. Traditional Marketing & CRM Track your customers! • Make phone calls • Network around the region Network around the region • Leverage PR department • Traditional collateral T diti l ll t l • – Postcards – Flyers – Brochure
  18. 18. eMarketing Best Practices ‐ Microsite 1.) Make it EASY to buy 2.) ENGAGE your users 2 ) ENGAGE your users 3.) Make sure you GET their email
  19. 19. eMarketing Best Practices – Email 1. Focus on users needs (80%/20%) 2. Have a call to action 3. Track results and follow‐up 3T k lt d f ll
  20. 20. eMarketing Best Practices – SEM 1. Use title tags 2. Key in to your keywords 3. Inbound links! 3Ib d li k !
  21. 21. Use Social Media
  22. 22. Capture Success!!
  23. 23. More Resources • Online Webinars  – (N t bi (Next webinar 1/15/09) 1/15/09) • Monthly newsletter  – (Starts in a few weeks!) (Starts in a few weeks!) • Austin Texas eMarketing Events  – (1/28/09)
  24. 24. It’s not just about your website… It s about your web strategy. It’s about your web strategy. Contact me to learn how to use  eMarketing to grow enrollment and  eMarketing to grow enrollment and create a revenue stream at your school Brad Kleinman Brad@WorkSmart‐eMarketing.com

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