CHAPTER 13 Making Democracies Work CHAPTER 14 Promoting Democracy Effectively
February 15, 2011 Marketing 101 A Crash Course in Effectively Promoting Your Online Courses.
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Transcript of February 15, 2011 Marketing 101 A Crash Course in Effectively Promoting Your Online Courses.
February 15, 2011
Marketing 101A Crash Course in Effectively
Promoting Your Online Courses
Two Most Effective Forms of Online Course Promotion:
• Print Advertising– Catalogs– Flyers
• Websites
The State of CatalogsChanging Goals
Now: Promote Products and Tease the Buyer
• Internet has added step in process• Catalogs used to drive buyers to website• Transactions immediate
Why Catalogs Work
• Convenient– Catalogs act as a trustworthy salesperson– Once received, it is always available and easily
accessible– Websites have not replaced catalogs
• Near Universal Appeal– Wide variety of preferences and needs are
addressed
Why Catalogs Work Cont.
• Acceptance– Catalogs do not create suspicion among readers– Most find reading a catalog pleasurable
• Sharing – Catalogs are likely to be shared with friends,
relatives, coworkers, etc.• Longevity
– Catalogs are perceived as useful reference material that should be saved and used repeatedly
Can a Perfect Catalog be Created?
Take a look at your present catalog with an extremely cold, critical and
unsympathetic eye.
In other words, from a prospective student’s view.
Successful Catalog Design Strategies
• Separate Online Courses Section• Course Integration• Highlighting Top Sellers
Catalog - Online Courses Section
Targets individuals who open a catalog for a specific type of course
ed2go Marketing Templates
ed2go Marketing Templates
• Feature Popular Courses• Catchy Descriptions• Enrollment Information• Ability to include
– School Name– Web Address– Contact Information– Price
Santa Rosa Junior College
• Went from three quarters page to full page
• Used ed2go marketing template
• Enrollments Grew 500% from 8-10 per month to 40-50 per month
Santa Rosa Junior College Cont.
Edmonds Community College
• Used 3-page ed2go marketing template
• Combined with website upgrade
• Enrollments grew 170%+
Edmonds Community College Cont.
Edmonds Community College Cont.
• Online Career Training Programs
Catalog Online Courses Page – Tip
• More does not necessarily mean the merrier.– Too many course titles can be overwhelming to a
catalog reader.• Do not be tempted to list course titles with no
descriptions.– Descriptions entice and drive buyers.
• Identify Online Course section in the Table of Contents
Catalog – Course Integration
• Targets individuals who already know what course they want, but have not decided on the delivery method
• Gives students options
Catalog – Course Integration
• Online is not a replacement, rather a substitute– Do not look at online courses as competition to
classroom training• Caters to those with busy
schedules
Kennesaw State University
• Constantly ranked in top 3 of ed2go top partner list
Kennesaw State University Cont.
Catalog – Course Integration Tips
• Important to include enrollment instructions throughout the catalog
• Feature your ed2go URL prominently• Include an ‘online’ icon or short phrase to
indicate course is available online
Which Strategy is Best for You?
• Online Courses Page(s)– This strategy is great for those with limited space
• Course Integration– Allows you to spread out your online offerings
throughout the catalog– Best for those who have a bit more freedom in
regards to space• Both?
– A great option that sometimes does not require much space at all
Complement Your Print Promotion with an Exceptional Website
Effective Websites Act as a Storefront
• Feature Information an Individual is Seeking– Too much information on a homepage can be
overwhelming.– Detailed information should be available to
individual, but not forced upon them.• Information is Easy to Access
– Too many clicks results in loss of sale (prospective student).
The Art of Using Hyperlinks
• Hyperlink - word, phrase, or image that you can click on to jump to a new document or webpage. – The best ed2go-related hyperlinks to use are:
• ed2go Instructor-Led Online Courses• ed2go Online Career Training Programs
– Pair the Hyperlink with short description explaining the type of online training you’re offering.
Effective Use of Hyperlinks
Hyperlink
Hyperlink
Effective Use of Hyperlinks Cont.
Moving Forward
• Make sure your print promotional materials complement your website.– Web addresses, enrollment instructions, etc.
must be straightforward and explained well.
• Utilize the resources we make available to you.– Catalog and Flyer Templates– Website Suggestions– Account Managers
Thank You