nccet presentation - worksmart emarketing - emarketing for community colleges
DESCRIPTION
Brad Kleinman from WorkSmart eMarketing presents on eMarketing for Community Colleges. The presentation takes a look at creating eMarketing programming at your community college, and using the eMarketing techniques themselves to market the programs!TRANSCRIPT
It’s not just about your website…It’s about your web strategy.
How to Build a Revenue Stream with eMarketing at Your School
By Brad [email protected]
Agenda
• Introduction• Statistics and Trends• The Case for eMarketing• eMarketing Programming• eMarketing Techniques• Case Study• Resources• Next Steps
Statistics & Trends
• Community College Trends– Budgets going down– Enrollment going up– Administrators are primarily baby boomers
Statistics & Trends
• Social media trends– Facebook over 100M, $10B value– A blog is created every half second– Over 150K videos uploaded to YouTube every day
What the heck is Web 2.0?
What the heck is Web 2.0?
eMarketing Benefits
• Easy to use• Easy to quantify• Easy to customize• Easy to interact with users• Time Efficient• Cost efficient• High Return on Investment
Program Strategy
• How many participants?• Who is the target?• How will you market?• What is the break-even?• How will you solicit sponsors? Speakers?• What is the program structure?
Structuring Your Curriculum
• Workshops and Seminars– Mix lecture with group activity and speakers (Kauffman)– 4 X 2 hr speaker series– 8 X 2 hr facilitated series
• Webinars– Up to 1000 participants– Experienced panelists– Built in eMarketing
• Conferences– National keynote speaker and regional experts– Breakout sessions and MIH components– Revenue stream driven from registrations and sponsors
Soliciting Speakers & Sponsors
1) Establish advisory board2) Weave your MAT3) Send out RFP4) Decide on breakouts5) Work with foundation office6) Market like crazy!
Keynote & Breakout Speakers
• Make sure they focus on VALUE not SALE
• Take advantage!– Video brochure– Teaser information– Leverage their contacts– Potential sponsors
Establish Strategic Partnerships
1) Promotion & exposure2) Connection to speakers & sponsors
• Organizations to target– Chambers of commerce– SBA / SBDC– Entrepreneur Groups– Business Organizations– Minority Organizations
Create your Marketing System
Traditional Marketing & CRM
• Track your customers!• Make phone calls• Network around the region• Leverage PR department• Traditional collateral– Postcards– Flyers– Brochure
eMarketing Best Practices - Microsite
1.) Make it EASY to buy2.) ENGAGE your users
3.) Make sure you GET their email
eMarketing Best Practices – Email
1. Focus on users needs (80%/20%)2. Have a call to action3. Track results and follow-up
eMarketing Best Practices – SEM
1. Use title tags2. Key in to your keywords3. Inbound links!
Use Social Media
Capture Success!!
More Resources
• Anything and everything you need is online– Wikipedia!– Google!– Quirk eMarketing Textbook
• Online Webinars (Next webinar 10/23/08)• Monthly newsletter (Starts January ‘09)• Austin Texas eMarketing Events (1/28/09)
It’s not just about your website…It’s about your web strategy.
Contact us to learn how to use eMarketing to grow enrollment and
create a revenue stream at your school
Brad [email protected]