How to Do It Smarter, Better, Faster

Inbound Marketing for Your MBA Programs

AMA Symposium for the Marketing of Higher Ed 2016

Your Presenters

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Ann Oleson, CEO & Founder

Converge Consulting

Sylvia Haas, Executive DirectorUCLA Anderson School of

Management

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About Converge

Converge Consulting is a full-service inbound/digital agency for higher education. We are distinct in our ability to develop sound strategy and translate it into recruitment campaigns that deliver ROI in a crowded marketplace.

• We live and breath what’s new and next.• Our DNA is digital.• We know education.• We believe in relationships and results.• Our customer service is unparalleled.

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About Sylvia

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Overview

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I. Our Story: UCLA + Converge

II. Industry Benchmarks

III. Strategies by Audience

IV. Funnel Communications

V. Key Takeaways

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Our Story: UCLA + Converge

Our Story

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Sylvia had four primary goals:

• Stay ahead of the increasing competition

• Expand geographic reach

• Recruit more women & maintain military presence

• Increase number of Inquirers

Competition

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Expand Reach

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Recruit Women & Maintain Military Inquiries

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Class of Women Military/Veterans Inquirers

2016 32% 16% 10412015 24% 14% 10282014 30% 20% 7302013 28% 18% 770

Inbound Marketing

CONVERT DELIGHTSearch EngineOptimization

(SEO)

Inbound Content Offers

Social Media

PaidAdvertising

ATTRACTCalls-to-Action

(CTAs)

Landing Pages

Forms

Retargeting

Amplification

Content Strategy

OngoingEngagement

User Experience

(UX)

Measurement

STRANGERS VISITORS STUDENTS PROMOTERS

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Industry Benchmarks

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Inbound Funnel

Sample Monthly PlanImplement a digital advertising strategy to target users actively searching for MBA programs, users that fit into the target demographic and behavioral profile and users who have previously visited landing and program pages (remarketing).

• Display Advertising• Contextual / Behavioral• Geofencing / IP Targeting• Specific websites

• Social Media Advertising• Facebook / Instagram• LinkedIn• Twitter

• Search Engine Advertising• Google AdWords• Bing Ads

• Retargeting / List Targeting• Display ads• Social Media Platforms 15

Digital Advertising

Lead Generation Trends: MBA

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Industry Data

Conversion Rate Cost Per LeadSearch 6.89% $386.44Display 0.59% $533.31Remarketing 4.21% $102.40Facebook 1.12% $111.25LinkedIn 5.35% $162.00Gmail 0.10% $650.76

Sample Monthly Ad Spend

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Digital Advertising

Digital Advertising Strategy Lower Visibility Higher Visibility

Display Advertising (10-15%) $500 $1,000

Social Media Advertising (25-35%) $2,500 $3,500

Search Engine Advertising (44-55%) $5,000 $15,000

Retargeting (10-15%) $1,000 $2,000

Total $9,000 $21,500

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Strategies by Audience

Who is your ideal student?

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Persona: Women

Who is your ideal student?

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Persona: Military/Veteran

Who is your ideal student?

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Persona: Medicine

Who is your ideal student?

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Persona: Energy Industry

Strategy: Social Media AdvertisingChannels: LinkedIn, Facebook, Instagram, Twitter, Pinterest

UCLA Strategy: Reach your target audience on LinkedIn based on demographics such as job title, industry, seniority, educational background, and employer.

Suggested monthly ad spend: 25-35%

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Digital Advertising

Example Ads: Social Media Advertising

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Digital Advertising

Facebook Instagram LinkedIn (Sponsored Content)

Twitter

Strategy: Search Engine AdvertisingChannels: Google AdWords, Bing Ads

UCLA Strategy: Reach users on Bing who are specifically searching for non-branded and branded ‘executive mba’ keywords in the greater Los Angeles area.

Suggested monthly ad spend: 45-55%

Digital Advertising

Keyword and ad examples:

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Example: Mobile Search Ads Digital Advertising

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Strategy: Retargeting / List TargetingChannels: Display Ads, Social Media Advertising (Facebook, Instagram, & Twitter)

Target users who have visited your website or landing page but haven’t converted into a lead yet. Also, target prospects with admissions related messaging to encourage users to take the next step and apply.

Suggested monthly ad spend: 10-15%

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What else?

Strategy: Display AdvertisingChannels: The Trade Desk, Google Display Network, Gmail Sponsored Promotions

Reach your target audience through contextual and behavioral targeting or target specific companies and schools via geofencing or IP targeting.

Suggested monthly ad spend: 10-15%

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What else?

Targeting and ad examples:

YOUR AD HERE

YOUR AD HERE

Example: Gmail Sponsored Promotions

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What else?

Ad collapsed on mobile:

Expanded ad:

Targeting examples:

Example: Gmail Sponsored Promotions

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What else?

Example of results:

Landing Pages

How do we increase conversions?

Create landing pages specific to each specific program that showcase benefits, requirements, potential employment opportunities and career outcomes.

Take a user-first approach with targeted and segmented messaging. Lead with user experience (UX) and generate landing pages that will help you turn strangers into visitors, visitors into leads and leads into promoters.

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Funnel Communications

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Communication WorkflowsSomeone inquired. Now what?Develop a multi-touch point lead nurturing strategy for 30-60 days. Use a mix of email and phone calls that hit on competitive advantages, address common barriers to help convert more prospects to enrollments.  

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Event Emails

Best Practices• Optimized for mobile view, easy to skim

• Compelling subject line

• Engaging visuals (graphics and photos)

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Visit a Class Email

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Emails

4 Emails to Send After Inquiry:• Meet Your Person: Introduce an advisor to reach directly with

questions.

• Here’s How You Apply: A how-to, webinar or guide to walk them through the application process.

• What’s Holding You Back: Messaging to address barriers and how your institution will help them move past them.

• Alumni & Faculty Stories: Share testimonials, research and publications so they can see themselves as a part of your community.

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Google Analytics

What is the ROI?• Recommendations for

improvement to enhance reporting

• Set up of Google Analytics for reporting on AdWords

• Set up of goals on action-based forms for the program including: inquiry form, application form, campus visits, etc.

• Set up of dashboard to report on inquiry generation program and digital advertising  

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Data ReportingExamples of Insights:

Dallas4

Irving3

Plano3

Fort Worth2

New Jersey

1

Texas1

Garland1

Houston1

McK-inney

1

Rowlett1

San An-tonio

1Lavon

1

City

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New & Next Ideas

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New & NextCheck out Ivy Exec.Invitation only business community with over 730K+ members, growing by 10 to 12,000 new professionals per month. 90% of members are interested in professional development and learning about education potions to advance their careers.

Community consists of:• 18% C-Suite Executives• 25% VP/EVP/SCP Level• 25% Director Level• 22% Associate Director/Senior Manager/Manager Level

IvyExec offers digital solutions including hosting/promoting online events, targeted email campaigns, newsletter placements, display ads, content promotion and dedicated landing pages.

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New & NextHost strategic webinars.Professional development is a key interest of the MBA target audiences. We suggest hosting and promoting webinars that hit on high interest professional development topics as a way to initially draw interest from your target audience.

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New & NextAmplify your content.Promoting content, rather than your program specifically, can be a great way to initially engage your target audience. Sharing alumni success stories or thought leadership pieces on professional development can generate engagement.

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New & NextGet an external perspective.• Does the agency have

certifications, partnerships or awards?

• Can the agency provide case studies and references?

• Does the agency have experience in your vertical?

• How often is the agency reviewing and optimizing campaigns?

Download it here:http://inbound.convergeconsulting.org/choosing-a-ppc-partner

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Thank You!