nagap 2017 | building a digital marketing strategy for new & niche programs
TRANSCRIPT
Building a Digital Marketing Strategy
For a New, Niche Program
About Michel & Jay
} Michel Frendian: Erikson Institute is the nation’s only independent institution of higher education committed to ensuring that all children have equitable opportunities to realize their potential. We prepare child development, education, and social work leaders to improve the lives of children and their families.
} Jay Kelly: Converge is a full-service digital agency for education. We are distinct in our ability to develop sound strategy and translate it into enrollment campaigns that deliver ROI in a crowded marketplace.
Overview
} Our Story: Erikson & Converge
} Finding the Right Fit Students
} Building Brand Awareness
} Measuring & Sustaining Budget
} Getting Buy-In for Ongoing Efforts
OUR STORY: ERIKSON + CONVERGE
History
} 2014Erikson Institute brings a new Master of Social Work program to marketConverge + Erikson launch digital advertising strategy to support enrollment
} 2016Analysis of data from advertising informs ongoing digital recruitment strategy
} 2017Enrollment goals exceeded by 40% with 15% of class from digital
Target Audience Research
} ENROLLMENT PROJECTIONS: Start with 15 in entering cohort and increase by 5 each year until year 5, then ramp up} IPEDS} Illinois Board of Higher Education (IBHE)} Council on Social Work Education (CSWE)} Bureau of Labor Statistics (BLS)} Faculty concerns
} DEMOGRAPHICS} Improve upon diversity of previous dual degree program} Desire to enroll students with supervised experience
Digital Enrollment Journey
BUILDING BRANDAWARENESS
Hyper-Competitive Market: Chicago
Niche Audiences & Target Messaging
Developing Your Digital Strategy
} Build a media mix that includes brand awareness, lead generation and remarketing elements
} Develop social media audiences with relevant educational and professional backgrounds
} Determine keywords for your program and target via Search Engine Marketing
Measuring & Sustaining Your Budget
} Develop a startup budget (plan ahead and make the case financially for this kind of investment)
# Desired Students from Digital AdvertisingLead-to-Enrollment Rate
=# Leads Required to Meet Goal
X $150-300 CPL
=Recommended Budget
Search55%
Remarketing10%
Social30%
Display5%
Percentage of Digital Ad Spend
Facebook Advertising
} Target ads to your target audience based on key demographic and behavioral characteristics: } Age} Education level} Field of study} School} Job Title} Industry} Employer} Interests
Facebook Messenger Ads
} Reach engage prospects via email list targeting or remarketing with an opportunity to chat directly
} Ad Clicks open chat with Institution page
} Institution only notified if Facebook user responds
LinkedIn Advertising
} Serve ads to LinkedIn users via demographic, educational and professional background
Search and Remarketing
} Identify keywords related to your program, serve highly tailored ads based on theme:} ‘Master of Social Work’ } ‘MSW Programs’ } ‘School of Social Work’} ‘Become a Social Worker’
} Leverage remarketing to keep top-of-mind awareness and provide opportunity for conversion
Gmail Advertising
} Targeting users based on publications they follow (keyword in inbox)} ymcachicago.org} teachforamerica.org} inccrra.org
Event Ads, Facebook Messenger Ads
} Target email and remarketing list with middle-of-funnel CTA, such as event sign-ups
Landing Pages
} Where the conversion takes place!} Conversion-centric design with good
balance of information} Constant A/B testing to optimize
conversion
Communications Workflow
} Mix of communication channels:} Phone calls – admission team coordinator (at inquiry)} Mail/print} Email drip campaigns} Text messaging (purely transactional)} Phone calls - faculty program director (once an application has been
started)
Direct Outreach
} Local organizations and social service agencies} Idealist.org graduate school fairs} Targeted college/university graduate school fairs with compatible profile of
academic offerings} Social work/social service focused professional conferences} City Year and Teach For America
Engaging Influencers
} Hit: BSW faculty and program directors, particularly field directors
} Miss: Working professionals and social service agencies
RESULTS & LESSONSLEARNED
Results
} Class profile} 52% students of color} Average 3.75 years of professional experience} Average age = 31.5} 73% Illinois residents
} ROI of digital spend from the program} 3.53 ‘Short Term’ ROI on Ad Spend ($512k - $113k / $113k)
} Look inside consumer behavior
Lessons Learned
} Examine and understand the functionalities of existing applications, software, communication touch-points (UTM parameters)
} Have a robust creative library - do your homework on the types of collateral you’re going to need!
} Educate yourself as much as possible - AMA webinars and trainings (focused, small bits) are a great way to become more familiar with the language and best practices
Lessons Learned
} Arrive at consensus for balance between visibility and lead generation
} Digital doesn’t replace events and personal outreach} Research events that social work (insert your own program)
students are likely to attend
} Engage your community of faculty and staff
THANK YOU!QUESTIONS?