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2010 edu WEB: Kelly Cutler - Teaming up to Create a Winning Online Marketing Program

Marcel Media
Marcel Media

Marcel Media presented on how universities can benefit from teaming up with an online marketing agency. They discussed assumptions that online marketing is not necessary and summarized solutions like search engine optimization, social media, and Google Analytics. As a case study, they implemented strategies for DePaul University that increased organic traffic by 42% and first page rankings for key programs through on-page optimization and expanded keyword targeting.

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Full-service online + interactive marketing firm Teaming up to Create a Winning Online Marketing Program Presented to: eduWEB Conference 2010 8/2/2010
Agenda About Marcel Media 1 Teaming up with an agency 2 Assumptions 3 Solutions 4 DePaul University Case Study 5 8/2/2010 2
About Marcel Media Founded in 2003, Marcel Media is an award-winning, interactive advisory firm providing customized online and search marketing solutions. Services Highlights Search Engine Optimization 2009 Inc. 5000 Ranking - 929 Paid Search overall, 38th in Chicago, 84th Web Development nationwide for ad companies Social Media Marketing Firm with the most Google Web Analytics Partner certifications in IL 8/2/2010 3
Teaming up with an agency 8/2/2010 4
Advertising Agencies vs. Specialty Agencies An integrated approach Advertising Agencies Unite digital and print Strategic approach Specialty Agencies Focus on a specific medium 8/2/2010 5
Questions from University Stakeholders What kind of results can be expected from web marketing? How is the online space valuable in terms of what we are trying to achieve? What are the most important metrics? Where do we start? What kind of communication/reporting can we expect? 8/2/2010 6
Assumptions 8/2/2010 7
Assumptions Students will find their way to our schools website anyway: Why wait and take a chance that they wont? Strong optimization aids in discovery. We already have a PPC campaign, thats all we need: One of the biggest misconceptions in the industry: PPC=SEO. Google sponsored links only get a fraction of the attention of the first five organic results. 8/2/2010 8
SEM 101: Organic Search vs. Paid Search Organic Search Paid Search Increase rank in natural results Instant results Long-term strategy, long lasting results Pay-per-click model 8/2/2010 9
Solutions 8/2/2010 10
Identify Opportunities - Start Small Not all types of marketing work for everyone. Start with a small piece of the marketing pie. Experiment and test a lot. 8/2/2010 11
Search Engine Optimization SEO is a marketing opportunity designed to help businesses grow awareness, traffic and sales on the Internet through natural placement on search engines. Onpage Offpage Optimization Optimization 8/2/2010 12
SEO Onpage Optimization Page Title The Page Title should employ the keyword term/phrase as the first word(s). 70 characters displayed in Google search results 13 8/2/2010 13
SEO Onpage Optimization H1 Headline H1 tags are an index of web page content for search engines, and describe sections of a web page. 14 8/2/2010 14
Local Search 8/2/2010 15
Reputation Management 8/2/2010 16
Social Media Benefits: Effective online reputation management Creating a platform for feedback/discussion Leveraging content on niche and popular social sites Student engagement University awareness and interest 8/2/2010 17
Facebook More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Colleges and universities are using Facebook to interact and recruit current students and alumni. Usage 400 million users 8 million high school students 3.5 million college students 85% market share of 4-year U.S. universities 8/2/2010 18
Twitter Every school in the Top 100 Colleges has a Twitter account and a high number of followers was generally correlated with an extremely strong academic reputation or extremely large student body. Usage 105 million users 30,000 new users every day 50 million tweets published every day 600 tweets per second 8/2/2010 19
YouTube YouTube allows access to lectures by professors and campus tours. Content from 300 colleges and universities spanning 10 countries and 7 languages with 65,000 videos including 350 full courses are also available on the network. Usage 2 billion videos are watched every day 24 hours of video is uploaded every minute 8/2/2010 20
LinkedIn College students and alumni utilize LinkedIn to contact mentors, alumni, search for jobs and internships, join college groups, alumni and professional associations. Usage 60 million members 95% College educated 8/2/2010 21
Google Analytics Tying it all together Target your audience based on a geography and demographics Optimize online search campaigns Track Key Performance Indicators (KPIS) 8/2/2010 22
DePaul University Case Study 8/2/2010 23
Challenge Accommodating erratic traffic patterns due to enrollment cycle seasonality 24 8/2/2010 24
Graduate Overall Decision Timeline Active Recruitment Window: between 5 and 11 months -3 years to - 9 to -3 +0 to +30 to 0 30 days 60 days -9 months months 25 8/2/2010 25
Decision Information Independent Research / Vetting Organic Search Paid Organic search Search results produce a trusted source arrived at independently Un-trusted Trusted Source Source Pay Per Lead Believe the ads 8/2/2010 26
Why SEO Matters for DePaul Pain points Long purchase cycle lends itself to organic search New and relatively unknown programs need exposure Pay per lead = not working Compliments Search advertising Compliments Social Media efforts Creating a highly usable, effective website Positioning website for long-term success Maximized trust and authority as a higher learning institution 27 8/2/2010 27
SEO Strategy Benefits New and relatively unknown programs Compliment Search advertising Compliment our Social Media efforts Enhance onsite user experience 28 8/2/2010 28
Goals Lead Generation Brand Awareness/Program Awareness Maximizing long-tail exposure targeting graduate programs Solidifying online marketing strategy Increase visibility on Google for non-branded keywords 29 8/2/2010 29
Process for Implementing Strategy Start with Focus on key Access areas graduate growth Optimization of population programs opportunity 30 8/2/2010 30
Organic Traffic Overview Key Insights Organic traffic has increased by 42% year over year in June 8/2/2010 31
Organic Traffic: Top Non-Branded Keywords Key Insights Keyword universe expanded by 171% Non branded traffic increased by 4% 8/2/2010 32
Focus Area 1st Page Rankings Keyword Rank depaul kellstadt 1 depaul mba 1 masters marketing degree chicago 1 chicago master degree of accounting 2 chicago master degree of finance 2 chicago mba 3 chicago mba programs 3 mba chicago 4 mba programs in chicago 5 mba university 10 finance mba 10 June 1, 2010 June 30, 2010 8/2/2010 33
Results: Non-Branded Organic Visibility Phrases that have proven successful, as they are visible in Googles Top 10 results*: MS Computational Finance MFA Digital Cinema Master Network Security MS in Business Information Technology Optimizing non-branded terms (those not containing DePaul) allows prospective students to find information they are seeking even if they are unaware of DePauls programs. *Note that these phrases do not include DePaul or CDM. 34 8/2/2010 34
Results: Non-Branded Organic Visibility 35 8/2/2010 35
Results: Social Presence Facebook fan pages have also been created for CDM and Kellstadt, which serve as peer networks for current and prospective students. 8/2/2010 36
Results: Enhanced Quality and Relevance Website optimization has helped DePaul CDM provide an enhanced user-experience: a decreased number of prospective students are requesting information going straight through to the application. Detailed Submit landing application page 8/2/2010 37
Key Takeaways Use analytics to make smart decisions. Utilize online strategies to maximize enrollment and strong branding. Incorporate social media into your overall strategy. Help senior managers see value of integrating the web to overall business objectives. The site will always be a work in progress. An ounce of data is worth a pound of opinion 8/2/2010 38
Thank you! Kelly Cutler 312.280.1974 kelly@marcelmedia.com Questions? Prepared by Marcel Media www.marcelmedia.com 445 West Erie, Suite 211 t. 312.255.8044 Chicago, Illinois 60654 f. 866.643.7506 8/2/2010 39

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2010 edu WEB: Kelly Cutler - Teaming up to Create a Winning Online Marketing Program

  • 1. Full-service online + interactive marketing firm Teaming up to Create a Winning Online Marketing Program Presented to: eduWEB Conference 2010 8/2/2010
  • 2. Agenda About Marcel Media 1 Teaming up with an agency 2 Assumptions 3 Solutions 4 DePaul University Case Study 5 8/2/2010 2
  • 3. About Marcel Media Founded in 2003, Marcel Media is an award-winning, interactive advisory firm providing customized online and search marketing solutions. Services Highlights Search Engine Optimization 2009 Inc. 5000 Ranking - 929 Paid Search overall, 38th in Chicago, 84th Web Development nationwide for ad companies Social Media Marketing Firm with the most Google Web Analytics Partner certifications in IL 8/2/2010 3
  • 4. Teaming up with an agency 8/2/2010 4
  • 5. Advertising Agencies vs. Specialty Agencies An integrated approach Advertising Agencies Unite digital and print Strategic approach Specialty Agencies Focus on a specific medium 8/2/2010 5
  • 6. Questions from University Stakeholders What kind of results can be expected from web marketing? How is the online space valuable in terms of what we are trying to achieve? What are the most important metrics? Where do we start? What kind of communication/reporting can we expect? 8/2/2010 6
  • 8. Assumptions Students will find their way to our schools website anyway: Why wait and take a chance that they wont? Strong optimization aids in discovery. We already have a PPC campaign, thats all we need: One of the biggest misconceptions in the industry: PPC=SEO. Google sponsored links only get a fraction of the attention of the first five organic results. 8/2/2010 8
  • 9. SEM 101: Organic Search vs. Paid Search Organic Search Paid Search Increase rank in natural results Instant results Long-term strategy, long lasting results Pay-per-click model 8/2/2010 9
  • 11. Identify Opportunities - Start Small Not all types of marketing work for everyone. Start with a small piece of the marketing pie. Experiment and test a lot. 8/2/2010 11
  • 12. Search Engine Optimization SEO is a marketing opportunity designed to help businesses grow awareness, traffic and sales on the Internet through natural placement on search engines. Onpage Offpage Optimization Optimization 8/2/2010 12
  • 13. SEO Onpage Optimization Page Title The Page Title should employ the keyword term/phrase as the first word(s). 70 characters displayed in Google search results 13 8/2/2010 13
  • 14. SEO Onpage Optimization H1 Headline H1 tags are an index of web page content for search engines, and describe sections of a web page. 14 8/2/2010 14
  • 17. Social Media Benefits: Effective online reputation management Creating a platform for feedback/discussion Leveraging content on niche and popular social sites Student engagement University awareness and interest 8/2/2010 17
  • 18. Facebook More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Colleges and universities are using Facebook to interact and recruit current students and alumni. Usage 400 million users 8 million high school students 3.5 million college students 85% market share of 4-year U.S. universities 8/2/2010 18
  • 19. Twitter Every school in the Top 100 Colleges has a Twitter account and a high number of followers was generally correlated with an extremely strong academic reputation or extremely large student body. Usage 105 million users 30,000 new users every day 50 million tweets published every day 600 tweets per second 8/2/2010 19
  • 20. YouTube YouTube allows access to lectures by professors and campus tours. Content from 300 colleges and universities spanning 10 countries and 7 languages with 65,000 videos including 350 full courses are also available on the network. Usage 2 billion videos are watched every day 24 hours of video is uploaded every minute 8/2/2010 20
  • 21. LinkedIn College students and alumni utilize LinkedIn to contact mentors, alumni, search for jobs and internships, join college groups, alumni and professional associations. Usage 60 million members 95% College educated 8/2/2010 21
  • 22. Google Analytics Tying it all together Target your audience based on a geography and demographics Optimize online search campaigns Track Key Performance Indicators (KPIS) 8/2/2010 22
  • 23. DePaul University Case Study 8/2/2010 23
  • 24. Challenge Accommodating erratic traffic patterns due to enrollment cycle seasonality 24 8/2/2010 24
  • 25. Graduate Overall Decision Timeline Active Recruitment Window: between 5 and 11 months -3 years to - 9 to -3 +0 to +30 to 0 30 days 60 days -9 months months 25 8/2/2010 25
  • 26. Decision Information Independent Research / Vetting Organic Search Paid Organic search Search results produce a trusted source arrived at independently Un-trusted Trusted Source Source Pay Per Lead Believe the ads 8/2/2010 26
  • 27. Why SEO Matters for DePaul Pain points Long purchase cycle lends itself to organic search New and relatively unknown programs need exposure Pay per lead = not working Compliments Search advertising Compliments Social Media efforts Creating a highly usable, effective website Positioning website for long-term success Maximized trust and authority as a higher learning institution 27 8/2/2010 27
  • 28. SEO Strategy Benefits New and relatively unknown programs Compliment Search advertising Compliment our Social Media efforts Enhance onsite user experience 28 8/2/2010 28
  • 29. Goals Lead Generation Brand Awareness/Program Awareness Maximizing long-tail exposure targeting graduate programs Solidifying online marketing strategy Increase visibility on Google for non-branded keywords 29 8/2/2010 29
  • 30. Process for Implementing Strategy Start with Focus on key Access areas graduate growth Optimization of population programs opportunity 30 8/2/2010 30
  • 31. Organic Traffic Overview Key Insights Organic traffic has increased by 42% year over year in June 8/2/2010 31
  • 32. Organic Traffic: Top Non-Branded Keywords Key Insights Keyword universe expanded by 171% Non branded traffic increased by 4% 8/2/2010 32
  • 33. Focus Area 1st Page Rankings Keyword Rank depaul kellstadt 1 depaul mba 1 masters marketing degree chicago 1 chicago master degree of accounting 2 chicago master degree of finance 2 chicago mba 3 chicago mba programs 3 mba chicago 4 mba programs in chicago 5 mba university 10 finance mba 10 June 1, 2010 June 30, 2010 8/2/2010 33
  • 34. Results: Non-Branded Organic Visibility Phrases that have proven successful, as they are visible in Googles Top 10 results*: MS Computational Finance MFA Digital Cinema Master Network Security MS in Business Information Technology Optimizing non-branded terms (those not containing DePaul) allows prospective students to find information they are seeking even if they are unaware of DePauls programs. *Note that these phrases do not include DePaul or CDM. 34 8/2/2010 34
  • 35. Results: Non-Branded Organic Visibility 35 8/2/2010 35
  • 36. Results: Social Presence Facebook fan pages have also been created for CDM and Kellstadt, which serve as peer networks for current and prospective students. 8/2/2010 36
  • 37. Results: Enhanced Quality and Relevance Website optimization has helped DePaul CDM provide an enhanced user-experience: a decreased number of prospective students are requesting information going straight through to the application. Detailed Submit landing application page 8/2/2010 37
  • 38. Key Takeaways Use analytics to make smart decisions. Utilize online strategies to maximize enrollment and strong branding. Incorporate social media into your overall strategy. Help senior managers see value of integrating the web to overall business objectives. The site will always be a work in progress. An ounce of data is worth a pound of opinion 8/2/2010 38
  • 39. Thank you! Kelly Cutler 312.280.1974 kelly@marcelmedia.com Questions? Prepared by Marcel Media www.marcelmedia.com 445 West Erie, Suite 211 t. 312.255.8044 Chicago, Illinois 60654 f. 866.643.7506 8/2/2010 39