Inbound Marketing for NACCAP Members rev 3

SearchRight™

New Marketing Innovations to Support NACCAP Member

Recruitment Success

North American Coali0on for Chris0an Admissions Professionals

C. Grant & Company

ConfidentialC. Grant & Company

Questions from the Big ChairHow can we nurture younger prospects over longer periods of 0me?

How can we beAer determine which prospects should be priori0zed for our limited 0me and resources?

How can we gain deeper intelligence on prospects to increase the effec0veness of our direct contacts?

How can we beAer integrate our recruitment marke0ng efforts across plaEorms?

How can we do apples-‐to-‐apples ROI analysis of marke0ng investments across tac0cs?

How can we consistently meet the needs of small groups of niche prospects?

How can we generate leads that aren’t captured by the same tradi0onal methods everyone else is using?

How can we increase our “touch” with top prospects without adding FTE’s?

How can we turn convert soP online behaviors such as “likes” or “shares” or “follows” into hard leads for recruitment?

How can we decrease our reliance on paid adver0sing and direct mail without losing opportuni0es?

How do we connect our web content directly with the recruitment funnel?

How do we engage adver0sing-‐adverse Millennials?

How can we apply business marke0ng trends and innova0ons to higher educa0on marke0ng?


C. Grant & Company is a Chicago-‐area marke0ng firm focused on serving the faith-‐based educa0on and

nonprofit markets.

We are the only firm that is both a Hubspot Cer0fied Partner and a member of NACCAP.

We believe in the mission of Chris0an higher educa0on and the power of inbound marke0ng

to build momentum and accelerate success.


Our ClientsWheaton College

Thomas Nelson Publishers

Zondervan

Willow Creek Associa0on

Raging Waves Waterpark

SpringHill Camps

Leadership Network

Covenant College

Mount Hermon Camps and Conferences

Faulkner University

Indiana Wesleyan University

Center for Student Missions

ServiceMaster

Wheaton Chris0an Grammar School

Aramark

NACCAP Member

York College

Tyndale House Publishers

TruGreen

Forest Home

Baker Publishing

Muskoka Woods

City of West Chicago, IL

John Brown University

Pine Cove

Redeemer Church/NYC

Sandy Cove

Kanakuk Kamps

LeaderTreks

Palm Beach Atlan0c University

Wheaton Academy

Moody Publishing

Associated Agencies

Wheaton Academy


Inbound at Wheaton

Chris Grant teaches Digital Marke0ng at Wheaton College


This is New.

Really.


What We Teach Our Wheaton College Students

Inbound marke0ng is drama0cally more effec0ve than tradi0onal promo0on

Prospects will seek you out if you provide something they value when they are in the market

Nurturing leads requires authen0city, relevance, respect and 0me

Marke0ng automa0on has exploded marke0ng capabili0es and effec0veness

You can now measure the ROI of many marke0ng ac0vi0es


Best Practices Move from “Guessing Better”…


Guessing Better…

Fair: Direct Mail and Email Blasts

Good: Social Monitoring

BeAer: Predic0ve Modeling


…To “Responding Better”


From “Dead End Marketing”…

“We’ll target them eight 0mes. If they don’t respond by then, we move on…”


“Dead End” Problems

The Money Runs Out

The List Gets Bloated

Diminishing Returns on Frequency

Millennial Immunity to Adver0sing

The “Spooky” Problem with Retarge0ng


To “Perpetual Marketing”

“We’ll be there whenever they take an ac0on that signals interest: One week, one month, one year, three years from now….”

(and it doesn’t cost more)


What If…

…you could reach prospec0ve students other schools haven’t priori0zed (specialized, younger, etc)?

…you could automate contacts in high schoolers’ junior and senior years un0l they contact admissions?

…you could understand “ghost” applicants—those who called and applied but didn’t fill out forms?

…you could use data to determine popularity of majors or programs within specific student segments?


What If……you could use behavioral targe0ng (e.g. ac0ons versus “opens”) for remarke0ng?

…you could give points of entry to your school apart from only admissions office contacts?

…you could create truly individualized, one-‐to-‐one marke0ng programs based on prospect interests and behaviors?

…your could integrate all school content—blogs, social, email, and premium content—into the same plaEorm with a common dashboard and metrics?


Real-World Search


Ways Parents and Students Search

Queries related to:

How to’s

Why?

Problems

Comparisons

Reviews/Guides

Best of’s


The List Goes On


Analysis

NACCAP Member’s website, content, or Adwords do not regularly appear with targeted “long-‐tail” college search-‐related terms

Schools relies on low-‐credibility content sources to make their case online

Regent and Liberty adver0se aggressively and appear in some organic search results; an inconsistent mix of schools appear


Student Data


There are few ins0tu0ons in

Chris0an educa0on that lead in

providing relevant content to address college-‐ and online-‐

related search terms, especially in

some of the dis0nc0ve programs at

NACCAP Member.


OpportunityInbound Marke0ng is the marriage of search, content, and technology

You pull prospects to the website with relevant content in your voice and that they request

You earn permission to market to them and start them in a recruitment cycle where they’re nurtured over 0me

Technology allows for data capture and relevant interac0ons at each stage of the college choice journey

Coordinated mul0-‐channel marke0ng means you reach people where they already are and when they express need

All content types are integrated into workflows with a single dashboard for metrics


$15,000 NACCAP Innovation Grants

The benefits of Inbound Marke0ng are so significant to recruitment success that NACCAP is providing $15,000 Innova0on Grants.

Limited number of schools. Talk to NACCAP for more informa:on.


Inbound Marketing is based on the way students make decisions today


Inbound Marketing Funnel


Step 1: Create Content to Generate Leads


Step 2: Convert Website Traffic


Step 3: Drive Students to Landing Pages Catch Students Earlier in the Process and Grow Your Database of Prospects


Step 4: Nurture Prospects Through the Application Process


The Proven Idea (Not Rocket Science)

Consistently pos0ng relevant content

across plaEorms on the web

generates more and different qualified prospects

than tradi0onal marke0ng


Most Schools Market Like This


New Marketing Platform

Landing Pages

11ALL-‐IN-‐ONE Text goes here

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Social MediaBlog/

Content Creation

Email & Lead

Nurturing

SEO

Marketing Analytics

Marketing Automation

Platform simplifies marketing by pulling together

everything needed grow enrollment


Our Partner

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Funded Sequoia Capital, Google Ventures & Salesforce

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Founded by MIT Sloan Graduates

5,600 customers worldwide

HubSpot growth rate of

6015%

Average HubSpot customer

lead growth: 32%

Over three years

Inc. 500 #2 fastest growing software company #33 fastest growing company overall


NACCAP Member Inbound Campaign Flowchart


Customer and Prospect Management


Integrated Email and List Management

Message customiza0on including keywords and behavior

BeAer email segmenta0on capabili0es through custom lists

BeAer tracking and integra0on with other promo0onal ac0vi0es


Integrated Email and List Management


Capturing Data from Forms


Comprehensive Lead Activity Tracking


Workflow Automation


Marketing Summary


Marketing ROI


What We Provide

Campaign strategies/workflows

Team management

Content development/coordina0on

PPC/Digital Ad Support

Recruiter intelligence

Analy0cs/repor0ng

Help desk/tech support


This is a Big IdeaAn Inbound Program makes sense if…

…it is designed to solve specific recruitment issues and opportuni0es

…it complements current recruitment efforts

…it can be funded by replacing less produc0ve efforts

…it drives new thinking about recruitment marke0ng

…it uses automa0on for many ac0vi0es, limi0ng new FTE’s


Why CGC?

We’re aligned with the mission of Chris0an Higher Educa0on

We are Chris0an college graduates, parents, donors, and faculty

We have worked with many leading schools in the Chris0an Higher Ed

We know marke0ng best prac0ces across industries

We have a broad range of problem-‐solving tools, including marke0ng automa0on plaEorms and digital marke0ng

We love this stuff!


Thank You

[email protected]

Inbound Marketing for NACCAP Members rev 3

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Transcript of Inbound Marketing for NACCAP Members rev 3