School “Ad”vicedocs.accet.org/downloads/conference2010/advice_marketing.pdf · enrollment-oriented tactics to assist in developing his strategic partnerships with clients. Greg's

2010 Annual Conference, Savannah, GA

School “Ad”vice

The Latest Trends in Education Marketing


Highlight current marketing trends

Improving inquiry quality

Managing inquiry compliance

Strategies and execution tips in:

◦ Traditional—Television, Print and Radio

◦ Mobile

◦ Texting

◦ S.E.O

◦ Social Media

◦ Pay Per Lead and Banner


Roger Becker, Becker Media◦ Roger Becker, President and Founder of Becker Media, started his career creating full-

service advertising campaigns for retail chains in the San Francisco Bay Area in 1988. In 1995, Becker was hired by his first for-profit school, Platt College, in downtown San Francisco. Becker doubled Platt's lead flow. In 2001, after several additional successful school client relationships, Becker Media made the decision to focus exclusively on the educational sector.

Under Roger‟s leadership, Becker has since built a reputation for developing superior creative that has resulted in increased lead flow and the creation of great, competitive brands for school groups all over the country. Becker Media blends a strategic approach to school advertising based on research and creative execution that leverages a school's brand position to drive increased market share for their clients.


Eric Schanz, Contact Direct Marketing◦ Eric Schanz has been involved with strategic advertising for proprietary colleges and

universities for over 17 years. Mr. Schanz founded CONTACT Direct Marketing in 1996 and built the company on a foundation of superior customer service, competitive pricing and a creative edge. With this customer-centered focus, CDM has flourished in the educational sector and provided some of the most innovative direct marketing products in the industry. As an active member of several organizations, including ACCET, CAPPS, CCA, and FAPSC, Eric Schanz has spoken to personnel in a number of nationwide conferences. He is sought out for his practical, results-driven approach to direct marketing.


Greg Gragg, Gragg Advertising◦ A 20-year veteran of the advertising, interactive and marketing industries, Greg

Gragg worked for both large and small agencies prior to his founding of Gragg Advertising in 1992. Greg currently serves as CEO/Chairman and has extensive experience in education marketing and admissions training. Greg has worked with over 300 different career schools as well as over 100 different direct response accounts ranging from legal to retail industries. His strong reputation in the education recruitment community allows his professionalism, enthusiasm and enrollment-oriented tactics to assist in developing his strategic partnerships with clients. Greg's unique and insightful forward thinking has produced innovative services, including GraggNet, Internet2Phone™, LeadBridge and ALPINE, which continue to enhance quality lead management for career schools across the country. Greg has served as the President of the Kansas City Direct Marketing Association and is a member of ACCET, ABHES, APSCU, FAPSC, CAPPS, CCST, NWPCS and PAPSA.


Mike McHugh, PlattForm Advertising◦ Mike McHugh is the Chief Interactive Officer at PlattForm Advertising, a full service

marketing solutions company for the postsecondary education industry. He holds a B.S. degree in Business with an emphasis in Marketing from Emporia State University. Mike has been with PlattForm for eleven years. After cutting his teeth in media, Mike honed his marketing skills in Client Services. He has served as a Vice President and now the CIO role, specializing in Interactive at PlattForm for the last five years. He has worked with a number of different clients in the proprietary school industry and is responsible for new business ventures to find opportunities for lead development. He is a faculty member for MaxKnowledge and has been a speaker at investment conferences as well as CCA conventions, leading discussions on Interactive Marketing for the school sector.


Trends

Decreased broadcast TV viewership, print readership, radio listenership

Cable TV viewership increasing

People make contact online versus calling

TV/Radio CPL deals


Creates demand

Builds brand

Exclusive leads

Drives traffic online


TV: 4 hours, 49 minutes per day

Source: Nielsen

Radio: 3 hours, 3 minutes per day

Source: Radio Advertising Bureau

Internet: 2 hours, 13 minutes per day

Source: Internet Advertising Bureau


TV: $150-$800

Print: $75-$500+

Radio: $125-$800

Note: Cost per lead will vary by market, competition and programs


TV: 15%-25%

Print: 10%-20%

Radio: 0%-15%


Your brand creates the perception of your school

A strong brand creates leads when you‟re not advertising

A strong brand makes student placement easier

A strong brand generates higher conversion and show rates


Current trends: The Fifth Screen

Text messaging is more courteous than a phone call

80% of adult cell phone users send and receive text messages now, which is up from 58% in December

2007.

New Marketing Rule: “Don‟t Show Me, Do Something with Me”

African-Americans and English-speaking Latinos are among the most active users of mobile communications

Source: Pew Internet


Current trends: QR Codes

Physical hyperlink from offline to online/mobile

◦ Use with direct mail to allow the recipient to connect to a landing page.

◦ Make print brochures link to an interactive demo

◦ Place in articles and magazines


Trends going into the next few years Unlimited texting and data services will set up mobile as

the primary way of consuming and interacting with all types of media and content.

In the next 18 months, companies copying Tablet

devices modeled after the iPad will greatly augment the era of a mobile reality.


Trends going into the next few years New applications will take personal data and turn it into

useful, personal, social, visual and engineered representations.

Within 2-5 years, this will cause a massive conversion to mobile location-aware, targeted, opted-in, social and user-distributed „ads‟.

Mobile will go from a 1% spend of budget to at least 1/3 of total advertising budget


Allocating spend into current marketing budget Lessons learned from the Wall Street Crash

Integrate mobile into all of your advertising; place keywords on TV, radio and print ads.

◦ Generate permission-based, targeted lists

◦ Keywords are easier to remember.

◦ Your prospect is 3X more likely to have a mobile phone on them than they are to be next to their computer.

Execute campaigns in real-time to increase your start numbers or attendance at a campus event.


Allocating spend into current marketing budget

Monthly service fee + pay per text message (sent and received)

Premier services also offer reporting, data management and additional mobile solutions (such as mobile

applications and web opt-in forms).

Flexibility allows you to take the process one step at a time.


Search Engine Optimization Trends

Social Media Trends

Why Social Media?◦ Create Conversations

◦ Handle Negative Content

Appropriate spend levels


No longer effects just web page links◦ Videos◦ News Articles◦ Blog posts

Consolidate off-site blogs to host on your own site◦ Increases link equity

Mobile content

Personalized search

Social Media effects on SEO◦ Twitter is a great resource for link building to help SEO rank.

Links back to your website can be posted in tweets that are indexed by Google, thus helping to increase SEO rank.


In 2010, 59.2% of online adults will visit social media sites regularly, up from 52.4% in 2009.*

Twitter as research and prediction tool◦ View trending and competition http://smallbiztrends.com/2010/01/seo-trends-to-watch-for-in-2010.html

Social E-Commerce http://socialmediatoday.com/ginidietrich/205568/eight-social-media-trends-2011

Q & A Sites◦ Maintain relationships

Branding Opportunities◦ 28% of B2B marketers cited increasing brand awareness and improving

brand reputation as the two objectives for which social media marketing was more effective.**

Mobile Content

*Harris Poll, eMarketers, 2010**MarektingSherpa, 2010

http://smallbiztrends.com/2010/01/seo-trends-to-watch-for-in-2010.html













http://socialmediatoday.com/ginidietrich/205568/eight-social-media-trends-2011










Create conversations and have a reason for your fans to get involved with the content.

◦ This type of content encourages potential inquiries to request information.

◦ It helps them see the benefit of investing time and resources with your school.

◦ It helps foster relationships with current students who can use the page to speak highly of the university.

◦ Assists with retention, and acquisition

Reputation Management Meets Real-Time Search

◦ Internet Content Management

◦ Twitter Search and Google Alerts



SEO spend will increase

◦ Personalized search and the explosion of social media marketing are taking away from the automatic semantic web indexing

◦ Social media should be an integral part of your organic search program to stay competitive

Social Media spending will also increase

◦ 66% of marketers plan to increase expenditures for social media “even though about 80% of those acknowledged the difficulty in tracking ROI in the medium”.

http://socialmediatoday.com/tompick/176932/best-social-media-stats-and-market-research-2010-so-far

http://www.helpmyseo.com/seo-blog/278-eight-seo-trends-you-need-to-take-seriously-in-2011.html

2010, ExactTarget survey












































Tremendous growth in recent years

Shift to “right pricing” of leads

Emphasis on lead to rep ratios

Growth of call center leads


Maturing medium

Growth of non-profit competitors

Full marketing cost of recruitment process

Shift to live transfer of call center leads

60-80% allocation of spending


Compliance is a hot topic

◦ Regulations around misleading advertising

◦ Development of industry organizations

Education Marketing Council

Leads Council

APSCU Task Force

Future of Compliance

◦ Generally accepted standards

◦ Auditing services/firms


Display advertising growth of 16%

Increased transparency for placements

Ability to target specific audience

Fragmented marketplace

Branding focused


Continued growth in overall marketing environment

Emphasis on re-targeting campaigns

◦ Capitalize on lost visitors

◦ Highly targeted

◦ Variety of networks

0-5% of spending


Mike McHugh, [email protected]

Thank You

Documents

School “Ad”vicedocs.accet.org/downloads/conference2010/advice_marketing.pdf · enrollment-oriented tactics to assist in developing his strategic partnerships with clients. Greg's