eMarketing Best Practices for Continuing Education and Workforce Development

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eMarketing Best Practices for Continuing Education and Workforce Development

  1. 1. eMarketing Best Practices for Continuing Education and Workforce Development Webinar by Intelliworks, WorkSmart eMarketing, and Virginia Western Community College
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Statistics and Trends </li></ul><ul><li>The Case for eMarketing </li></ul><ul><li>eMarketing Techniques </li></ul><ul><li>Case Study – Corporate College (division of Tri-C) </li></ul><ul><li>Final Thoughts </li></ul>
  3. 3. Statistics & Trends <ul><li>Community College Trends </li></ul><ul><ul><li>Budgets going down </li></ul></ul><ul><ul><li>Enrollment going up </li></ul></ul><ul><ul><li>Administrators are primarily baby boomers </li></ul></ul>
  4. 4. Statistics & Trends <ul><li>Social media trends </li></ul><ul><ul><li>Facebook over 100M, $10B value </li></ul></ul><ul><ul><li>A blog is created every half second </li></ul></ul><ul><ul><li>Over 150K videos uploaded to YouTube every day </li></ul></ul>
  5. 5. What the heck is Web 2.0?
  6. 6. eMarketing Benefits <ul><li>Easy to use </li></ul><ul><li>Easy to quantify </li></ul><ul><li>Easy to customize </li></ul><ul><li>Easy to interact with users </li></ul><ul><li>Time Efficient </li></ul><ul><li>Cost efficient </li></ul><ul><li>High Return on Investment </li></ul>
  7. 7. Create your Marketing System
  8. 8. Traditional Marketing & CRM <ul><li>Track your customers! </li></ul><ul><li>Make phone calls </li></ul><ul><li>Network around the region </li></ul><ul><li>Leverage PR department </li></ul><ul><li>Traditional collateral </li></ul><ul><ul><li>Postcards </li></ul></ul><ul><ul><li>Flyers </li></ul></ul><ul><ul><li>Brochure </li></ul></ul>
  9. 9. eMarketing Best Practices - Microsite 1.) Make it EASY to buy 2.) ENGAGE your users 3.) Make sure you GET their email
  10. 10. eMarketing Best Practices – Email <ul><li>Focus on users needs (80%/20%) </li></ul><ul><li>Have a call to action </li></ul><ul><li>Track results and follow-up </li></ul>
  11. 11. eMarketing Best Practices – SEM <ul><li>Use title tags </li></ul><ul><li>Key in to your keywords </li></ul><ul><li>Inbound links ! </li></ul>
  12. 12. Use Social Media
  13. 13. Corporate College – Results <ul><li>Monthly Email Newsletter </li></ul><ul><ul><li>Subscriptions from ~1000 -> ~3000 </li></ul></ul><ul><ul><li>Average open rate 28% (CTR 3%) </li></ul></ul><ul><li>Microsites </li></ul><ul><ul><li>More than 5000 unique visitors since February ‘07 </li></ul></ul><ul><ul><li>Time on site > 3 minutes, 3.5 pages per visit </li></ul></ul><ul><li>Online videos </li></ul><ul><ul><li>More than 50 videos online </li></ul></ul><ul><ul><li>Over 2000 plays, 13.8K minutes downloaded </li></ul></ul>
  14. 14. More Resources <ul><li>Anything and everything you need is online </li></ul><ul><li>Monthly Online Webinars </li></ul><ul><li>Monthly newsletter (Starts January ‘09) </li></ul><ul><li>Austin Texas eMarketing Events (1/28/09) </li></ul>
  15. 15. Thank you! Brad Kleinman [email_address]

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