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Enrollment marketing 101 - Webinar

Schola Inbound Marketing
Schola Inbound Marketing

Presentation for Association of Classical Christian Schools. Why Traditional Marketing does not work as well as Inbound Marketing.

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Enrollment Marketing 101 What is Wrong with Traditional School Marketing and Why Inbound Marketing Can Increase Your Enrollment?
Upcoming ACCS Webinars 5 Ways to Increase the Number of Inquiries to Your School by 50% Tuesday, November 12th @ 11am Eastern Search Engine Optimization Tips to Attract Prospective Parents Tuesday, November 19th @ 11am Eastern
Ralph Cochran Principal Consultant Director of Marketing schoolinboundmarketing.com CONTACT INFO: ralphc@schoolinboundmarketing.com @ralphcochran99
Traditional vs. Inbound Marketing to Grow Enrollment 1 What is a Traditional Marketing Strategy? 2 Why Traditional Marketing is not as effective. 3 What is an Inbound Marketing Strategy? 4 Why Inbound marketing produces results.
CASE STUDIES SEWICKELY ACADEMY - Pennsylvania 30% increase in new student enrollment from the last year 11% increase in applications, a four-year-high 30% increase in web traffic Sewickley Academy wasn't attracting the right applicants with outbound marketing tactics. They were challenged by a failing economy, and didn't know how to optimize their website to attract prospective students. I HubSpot(Inbound Marketing) because it helps me reach my enrollment goals. Brendan Schneider, Director of Admission & Financial Aid at Sewickley Academy
CASE STUDIES
IS YOUR MARKETING TOO EXPENSIVE & INEFFECTIVE?
Audiences everywhere are tough. They dont have time to be bored or brow beaten by orthodox, old fashioned advertising. We need to stop interrupting what people are interested in & be what people are interested in. Craig Davis Chief Creative Officer, J. Walter Thompson (Worlds 4th Largest Ad Agency)
The Internet has fundamentally changed the way people find, discover, research, share, shop, and connect with your School.
Are you Fishing in the wrong place for Prospects?
Traditional Marketing SPRAY AND PRAY
The traditional marketing playbook Print TV Radio PR Events Direct Mail Spam Billboards
DONT DISRUPT ME I AM NOT LISTENING! 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe 200m Say DO NOT CALL 13
Traditional vs. Inbound Marketing to Grow Enrollment 1 What is a Traditional Marketing Strategy? 2 Why Traditional Marketing is not as effective. 3 What is an Inbound Marketing Strategy? 4 Why Inbound Marketing produces results.
QUICK TIP 1. INBOUND BENCHMARKING YOUR SITE VS. COMPETITION 1. MARKETINGGRADER.COM 2. INCREASE SEARCH ENGINE RESULTS AND LINK AUTHORITY 1. THE IMPORTANCE OF SCHOOL REVIEW SITES 1. GREATSCHOOLS.ORG 2. PRIVATESCHOOLREVIEW.COM 3. SCHOOLDIGGER.COM 3. INCREASE SEO ON YOUR WEBSITES 1. TECHNICAL- ALT TAGS and FILENAMES ON PICTURES
INBOUND MARKETING Marketing prospects love! Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more. By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive. Hubspot 2013
Hubspot 2013
INBOUND MARKETING How does it work? Don't interrupt buyers, attract them. Turn your website into a magnet. Create content, optimize it for search engines and share it on social media. Then engage your prospects with landing pages, calls to action, personalized email and a personalized website. That's how you market to humans. That's inbound marketing. Hubspot 2013
INBOUND EVALUATION COMPARE AND CONTRAST TWO CHRISTIAN SCHOOL WEBSITES
What am I supposed to do here?
What am I supposed to do here?
WHAT MAKES A CLASSICAL SCHOOL CLASSICAL?
WHAT MAKES A CLASSICAL SCHOOL CLASSICAL? WHAT MAKES AN INBOUND MARKETING PLAN INBOUND?
STRATEGY VS. TOOLS Dont confuse Social Media Tools with an Inbound Marketing Strategy
Inbound Marketing is NOT! Is Not Gaining hundreds of facebook likes. Is Not Paid Search Advertising (Google Adwords, Bing, etc..) Is Not Another marketing tactic. Is Not something you try like a Radio ad
What is the Secret Sauce to Inbound Marketing? INBOUND IS A COMMITMENT CONTENT CREATION BLOGGING, E-BOOKS BUYER PERSONAS WHY BUY PARENT PROFILES
Inbound vs. Traditional TRADITIONAL INBOUND Interruption Relational/Listening Pushing Pulling Print, Radio, Direct Mail Blog, White Papers, Guides, Search Engine Optimization (SEO), Engaging Content Sales Cycle Customer does X for business Buying Cycle Business educates, and nurtures with content for Customer One Way Two Way Buying Prospects Attention Earning Prospects Attention Building Websites Building Communities
LEARN MORE INBOUND IS A COMMITMENT TO EDUCATION SCHOLA BLOG SCHOOLINBOUNDMARKETING.COM LINKEDIN GROUP ENROLLMENT GROWTH STRATEGIES FOR CLASSICAL & CHRISTIAN SCHOOLS HUBSPOT BLOG BLOG.HUBSPOT.COM HUBSPOT ACADEMY ACADEMY.HUBSPOT.COM
Upcoming ACCS Webinars 5 Ways to Increase the Number of Inquiries to Your School by 50% Tuesday, November 12th @ 11am Eastern Search Engine Optimization Tips to Attract Prospective Parents Tuesday, November 19th @ 11am Eastern
Thank You! Principal Consultant Director of Marketing schoolinboundmarketing.com Ralph Cochran Contact Info: ralphc@schoolinboundmarketing.com @ralphcochran99

More Related Content

Enrollment marketing 101 - Webinar

  • 1. Enrollment Marketing 101 What is Wrong with Traditional School Marketing and Why Inbound Marketing Can Increase Your Enrollment?
  • 2. Upcoming ACCS Webinars 5 Ways to Increase the Number of Inquiries to Your School by 50% Tuesday, November 12th @ 11am Eastern Search Engine Optimization Tips to Attract Prospective Parents Tuesday, November 19th @ 11am Eastern
  • 3. Ralph Cochran Principal Consultant Director of Marketing schoolinboundmarketing.com CONTACT INFO: ralphc@schoolinboundmarketing.com @ralphcochran99
  • 4. Traditional vs. Inbound Marketing to Grow Enrollment 1 What is a Traditional Marketing Strategy? 2 Why Traditional Marketing is not as effective. 3 What is an Inbound Marketing Strategy? 4 Why Inbound marketing produces results.
  • 5. CASE STUDIES SEWICKELY ACADEMY - Pennsylvania 30% increase in new student enrollment from the last year 11% increase in applications, a four-year-high 30% increase in web traffic Sewickley Academy wasn't attracting the right applicants with outbound marketing tactics. They were challenged by a failing economy, and didn't know how to optimize their website to attract prospective students. I HubSpot(Inbound Marketing) because it helps me reach my enrollment goals. Brendan Schneider, Director of Admission & Financial Aid at Sewickley Academy
  • 8. Audiences everywhere are tough. They dont have time to be bored or brow beaten by orthodox, old fashioned advertising. We need to stop interrupting what people are interested in & be what people are interested in. Craig Davis Chief Creative Officer, J. Walter Thompson (Worlds 4th Largest Ad Agency)
  • 9. The Internet has fundamentally changed the way people find, discover, research, share, shop, and connect with your School.
  • 10. Are you Fishing in the wrong place for Prospects?
  • 12. The traditional marketing playbook Print TV Radio PR Events Direct Mail Spam Billboards
  • 13. DONT DISRUPT ME I AM NOT LISTENING! 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe 200m Say DO NOT CALL 13
  • 14. Traditional vs. Inbound Marketing to Grow Enrollment 1 What is a Traditional Marketing Strategy? 2 Why Traditional Marketing is not as effective. 3 What is an Inbound Marketing Strategy? 4 Why Inbound Marketing produces results.
  • 15. QUICK TIP 1. INBOUND BENCHMARKING YOUR SITE VS. COMPETITION 1. MARKETINGGRADER.COM 2. INCREASE SEARCH ENGINE RESULTS AND LINK AUTHORITY 1. THE IMPORTANCE OF SCHOOL REVIEW SITES 1. GREATSCHOOLS.ORG 2. PRIVATESCHOOLREVIEW.COM 3. SCHOOLDIGGER.COM 3. INCREASE SEO ON YOUR WEBSITES 1. TECHNICAL- ALT TAGS and FILENAMES ON PICTURES
  • 16. INBOUND MARKETING Marketing prospects love! Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more. By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive. Hubspot 2013
  • 18. INBOUND MARKETING How does it work? Don't interrupt buyers, attract them. Turn your website into a magnet. Create content, optimize it for search engines and share it on social media. Then engage your prospects with landing pages, calls to action, personalized email and a personalized website. That's how you market to humans. That's inbound marketing. Hubspot 2013
  • 19. INBOUND EVALUATION COMPARE AND CONTRAST TWO CHRISTIAN SCHOOL WEBSITES
  • 20. What am I supposed to do here?
  • 21. What am I supposed to do here?
  • 22. WHAT MAKES A CLASSICAL SCHOOL CLASSICAL?
  • 23. WHAT MAKES A CLASSICAL SCHOOL CLASSICAL? WHAT MAKES AN INBOUND MARKETING PLAN INBOUND?
  • 24. STRATEGY VS. TOOLS Dont confuse Social Media Tools with an Inbound Marketing Strategy
  • 25. Inbound Marketing is NOT! Is Not Gaining hundreds of facebook likes. Is Not Paid Search Advertising (Google Adwords, Bing, etc..) Is Not Another marketing tactic. Is Not something you try like a Radio ad
  • 26. What is the Secret Sauce to Inbound Marketing? INBOUND IS A COMMITMENT CONTENT CREATION BLOGGING, E-BOOKS BUYER PERSONAS WHY BUY PARENT PROFILES
  • 27. Inbound vs. Traditional TRADITIONAL INBOUND Interruption Relational/Listening Pushing Pulling Print, Radio, Direct Mail Blog, White Papers, Guides, Search Engine Optimization (SEO), Engaging Content Sales Cycle Customer does X for business Buying Cycle Business educates, and nurtures with content for Customer One Way Two Way Buying Prospects Attention Earning Prospects Attention Building Websites Building Communities
  • 28. LEARN MORE INBOUND IS A COMMITMENT TO EDUCATION SCHOLA BLOG SCHOOLINBOUNDMARKETING.COM LINKEDIN GROUP ENROLLMENT GROWTH STRATEGIES FOR CLASSICAL & CHRISTIAN SCHOOLS HUBSPOT BLOG BLOG.HUBSPOT.COM HUBSPOT ACADEMY ACADEMY.HUBSPOT.COM
  • 29. Upcoming ACCS Webinars 5 Ways to Increase the Number of Inquiries to Your School by 50% Tuesday, November 12th @ 11am Eastern Search Engine Optimization Tips to Attract Prospective Parents Tuesday, November 19th @ 11am Eastern
  • 30. Thank You! Principal Consultant Director of Marketing schoolinboundmarketing.com Ralph Cochran Contact Info: ralphc@schoolinboundmarketing.com @ralphcochran99