E-marketing For Higher Education: Reaching Prospects, Driving Enrollments Online August 1, 2006....
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Transcript of E-marketing For Higher Education: Reaching Prospects, Driving Enrollments Online August 1, 2006....
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E-marketing For Higher Education:Reaching Prospects, Driving Enrollments Online
August 1, 2006
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.….
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Why E-Marketing for Higher Ed?
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Youth and Adults Live Online
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Teens spend more time online than watching television
“Using the Web to Reach Teens”, Tim McHale, iMedia Connection, 2/19/03
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87% of those 12-17 are online
“Teens and Technology”, Pew Internet and American Life Project 7/27/05
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Internet penetration has reached 73% of American Adults
“Internet Penetration and Impact”, Pew Internet and American Life Project 4/26/06
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Between 2002-2005: 42% growth in the number of Americans who said the Internet played a major
role as they decided about a school or a college for themselves or their children
“The Internet’s Growing Role in Life’s Major Moments”, Pew Internet and American Life Project 4/19/06
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The Internet is now the number one daytime medium and the number two medium
in the home for those between 18-50.
Online Publisher’s Association & Ball State Center for Media and Design, June 2006.
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The Internet Dominates the Workday
How much time did you spend on the following <media> yesterday between <daypart> Source: Online Publishers Association / MBIQ Media Consumption Study
8%
76%
20%
57%60%
84%
35%
55%
TV81%
Radio
68%
0%
20%
40%
60%
80%
100%
6am-9am 9am-1pm 1pm-4:30pm
4:30pm-6pm
6pm-7pm 7pm-11pm 11pm-1am 1am-6am
Internet TV MagazinesNewspapers Radio
Internet
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The Internet is now the primary news source for over 50 million Americans
Pew Internet and American Life Project
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Only one in four people between 18-34 can name the
four major broadcast networks.
Advertising Age report on Burst Media study, May 15, 2006
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74% of college-bound high school students report
researching colleges and universities online.
“Navigating Toward E-Recruitment: Ten Revelations About Interacting With College-Bound High School Students” , Noel-Levitz Study, 2005
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81% of college students turn to search first before friends, family or
offline media.
“Expectant Parents, College Students Turn to Search”, Kevin Newcomb, ClickZ, 10/12/05
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More than 55 percent of students would like to look at a site rather than read a
brochure.
“Students typically turn to Web to research colleges, universities” , LRP Publications, Enrollment Management Report, 12/1/05
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72% of teens who visited a college website said they submitted an inquiry
form.
“Navigating Toward E-Recruitment: Ten Revelations About Interacting With College-Bound High School Students” , Noel-Levitz Study, 2005
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Undergrad Search Process
• Web search is primary tool for information gathering– Sites that offer school rankings and selection based on user criteria (e.g.,
collegeboard.com) are very popular for those consumers who are ill-prepared for the purchase decision
– School sites are also very popular • Discover what programs and majors are offered
• Get a “feel” for the school
• Learn about costs, scholarships (hardest to find) and application process
• Collateral materials are rarely and barely reviewed– “Look at the pictures” to get a feel for the school – Unsolicited mailed materials are often thrown away without opening
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Grad School Search Process
• Very pragmatic and focused in their search– More purposeful search than undergraduates – they know what they want – Graduate program web site is more important than overall school site
• Motivations for higher education are very goal-oriented– Seeking additional education for career requirements– Others seek advancement to make real, positive change in the world
• Influencers for school selection and enrollment decision– Undergraduate professors– Spouses– Colleagues
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Online Media Strategy,Planning, Buying &
Management
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“half the money I spend on advertising is wasted; the trouble is
I don't know which half”John Wanamaker
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Why Online Makes Sense
• Contextual
• Customizable
• Timely
• Optimization capabilities
• Measurable
• Accountable
• Fits media consumption trends
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Pay for performance
• Old model: Cost-Per-Thousand (CPM)
• New models: pay only for what you get:– Cost-per-click (CPC)– Cost-per-lead (CPL)– Cost-per-acquisition (CPA)
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Development, Acquisition
& Retention Lifecycle
•SEM/SEO•Email List Rental
•Online Media
CaptureConvert•Admissions
Build
DriveRetain• Loyalty and cross sell
•Retention Program
•Micro-site•Landing Pages
Online Marketing Strategy
•Leads
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Media ConsiderationsTarget
Method of Buy Media
CPM/Slotting/Sponsorships
Affiliate/CPS
CPCCPL
E-mail/NewslettersBanners/Rich Media
White Paper/ContentStreaming Audio/Video
Search/Product Listings
Registered User
Profiled User
Geographic
Content/Keyword
Category Buy
Network Buy
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Media types
• “Banners”: awareness, response
• Search: response, capture critical moment
• Email: follow-up, maintain contact
• “Alternative”: awareness, “buzz,” viral, relationship-building
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PropertiesVehicles and creative specsDeployment scheduleSelection justification
Media Plan
Strategy
GoalsTarget audienceBudgetMetricsIntegration Tactics
Media PlacementBuyingTrafficking
Data CollectionTrackingReporting
Data Analysis
DailyWeeklyMonthly
Optimization
RecommendationsScale-up or phase outIdentify viable channels
Online Media Process
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What is the Critical Moment?
Critical Moment
Tim
ing
Targeting
Where targeting and timing intersect.
The Critical Moment is when a prospect is actively seeking your offerings or information about your offerings
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eMarketer, 2003
Less than 9% of consumers go more than three pages deep into an average search.
First Three Pages of Listings are Critical
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Best Approach Combines Two Elements
• How do I build my search presence and tap into all of the Critical Moment opportunities search engines and other resources provide? Answer: Search Marketing
• Group of activities that boosts an organization’s presence and ranking in the major search engines using both paid and natural listings
Paid Search Listings
and Inclusion
TraditionalSearch EngineOptimization
+
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Sponsored or paid link (1-10% CTR)
Traditional or “natural” search results(90-99% CTR)
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Universe Of Opportunities
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Media Selection: What Teens Do Online
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Undergraduate
Be where the teens are!
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Social Networking/Chat Sites College Research Sites
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Teen Lifestyle/Interest Sites
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Graduate
Be where the professionals are!
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Graduate Research Sites
Graduate Sites Job Search Sites
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Final Selection Process
Performance ClauseInnovation Relevance
Geo-TargetingCost
RFP Results / Site’s Proposals
Recommended Media Plan
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Campaign Ideas
building brand,
targeting response for graduate and undergraduate prospects
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Methodology• Build awareness through targeted media
– Undergraduate: University in general (experience!)– Graduate: Individual programs first
• Drive response– Call to action: click or visit– MEASURE & OPTIMIZE (ongoing)
• Build brand– Brand experience sites for UG and G
• The site IS the brand
• Capture qualified leads– Triage on sites & through ads
• Maintain contact through process, build brand– Email– Direct mail
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Undergraduate
• Build awareness in target areas• Emphasize overall brand experience• Enhance with innovative marketing• Extend through brand experience sites• Capture interest• Follow along through process in order to
be there when “trigger” (critical moment) events happen
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Graduate
• Market programs first, then university• Be where the triggers are
– Job searches– School searches– Newspapers
• Start online, build awareness through radio and print
• Be part of the process
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Case Studies
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UMBC Lead Generation Campaign
Objective:To generate qualified prospective student leads for the UMBC Training Centers various programs using pay per click advertising.
Target:
As the program courses are offered at the UMBC training center a geographical range of roughly 90 miles was targeted.
The UMBC training center target audience for this campaign was individuals looking for high quality affordable courses in the biotechnology and information technology fields.
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Search Strategy:
By targeting keyword terms related to program of study and courses the University targeted prospective students at the critical moment a prospective student is looking for a course or degree program.
Example Keyword terms: biotechnology program biotechnology training biotechnology program
Create unique ad copy that can induce a user querying a selected keyword term to take action and click on the university’s ad
Example ad copy:
UMBC Lead Generation Campaign
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SEM Strategy:
Lastly an action oriented landing page was created to educate the prospective student with keyword term relevant copy; while continually presenting them a lead capture contact form.
Example landing page:
UMBC SEM Campaign
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Campaign Results:The campaign duration range is from 6/17/05 through present day..
During this campaign:
•The program has driven 15,771 clicks to the UMBC site.
•1039 leads of prospective students have been generated, with a overall conversion rate 6.59%.
•The average Cost Per Click (CPC) for the campaign is $1.60.
Campaign Click vs. Cost
Seasonal low period cut budget for peak season.
UMBC Lead Generation Campaign
•The average Cost Per Action (CPA) for the campaign is $24.32.
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University of Baltimore Lead Generation Campaign
Objective:To generate qualified prospective student leads for the University of Baltimore’s online programs.
Target:
As the program courses are offered online, an international presence was established in the search engines.
The University’s target audience for this campaign was individuals from 24-35 years old who do not have time to attend traditional courses.
SEM Strategy:
By focusing on keyword terms related to program of study and courses the University targeted prospects at the critical moment a prospective student is seeking a course or degree program.
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SEM Strategy:
University of Baltimore Lead Generation Campaign
Example keyword terms:
online mbadistance learning mbamasters degree online
Create unique ad copy that can induce a user querying a selected keyword term to take action and click on the University’s ad
Example ad copy:
By focusing on keyword terms related to program of study and courses the University targeted prospects at the critical moment a prospective student is seeking a course or degree program.
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University of Baltimore Lead Generation Campaign
SEM Strategy:Lastly an action oriented landing page was created to educate the prospective student with keyword term relevant copy; while continually presenting them a lead capture contact form.
Example landing page:
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University of Baltimore Lead Generation Campaign
SEO Strategy
To achieve a Higher position in major search engines listings a series of 50 keyword targeted content pages were developed to be interlinked with the existing University of Baltimore online pages.
The 50 content pages , along with a SEO site assessment created a foundation of increasing traffic through out the twelve month campaign
Example Content Page:
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University of Baltimore Lead Generation Campaign
SEM / SEO Campaign Results:The campaign duration was from 11/01/04 through 12/31/05.
During this campaign:
•37242 clicks were driven to the UB Online site.
•3500 forms were completed by visitors driven to the UB Online site with a conversion rate of 2.8%.
•The average Cost Per Action (CPA) was $36.93
CPC Campaign Click vs. Cost:
Seasonal low period cut budget for peak season.
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Nurture Your Prospects
• Develop a prospect nurturing program
• Applications can be a long sales cycle
• Keep in front of your prospective students
• Send relevant email communications
• Monitor all metrics, i.e opens, clicks, etc
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Inst
an
t Trig
ge
red
Em
ail
to p
rosp
ect
Instantly Triggered Email to Prospect
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Second Touch Email
Fol
low
Up
Em
ail
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Third Touch – For Non Responders
Thi
rd T
ouch
– R
espa
rk in
tere
st
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Web as fulfillment• Personalization doubled
response rates at Northface University!
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Thank you.
[email protected]@blueskyfactory.com