10 Easy (and Inexpensive) Ways to Market Your School

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MEET TODAY’S NOODLE TEAM

Sheryl SimonitisVP, Consumer Marketing@ssimonitis

Grace DaleyVP, Provider Marketing@

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helps parents and students make better education decisions.

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HELP CONNECT LEARNERS TO THE RIGHT SCHOOLS

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9 in 10They Begin with an Open Mind

of education researchers don’t know which school they want to attend as they initiate their journey.

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CLAIM YOUR PROFILE

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1. WHAT PARENTS LOOK FOR IN SCHOOLSMost important reason for choosing a private school for my child

Response Percent

Better education 28.2%

Religious education 28.1%

Better learning environment 10.9%

Improved student safety 7.0%

Smaller class sizes 4.4%

Better preparation for college 4.2%

More attention to unique needs of my child 4.1%

More individual attention to my child 3.3%

Other 3.1%

Better school discipline 2.1%

Greater sense of community 1.1%

Better teachers 0.8%

Other students would be a better influence on my child 0.7%

More responsive administrators and teachers 0.5%

Other parents would be more concerns about their children’s education

0.4%

More tutorial and other supplemental learning services than at a public school

0.4%

Greater respect for my rights as a parent 0.4%

Less time wasted during the school day 0.1%

Less gang activity 0.1%

More extracurricular activity 0.0%

Higher standardized test scores 0.0%

More meaningful opportunities for parental involvement 0.0%

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• Who they are• How they found you• Why you• All in one: client heart beat, qualtrics• Long-form: surveymonkey, surveygizmo• On your website: qualaroo

2. REACHING YOUR CUSTOMERS

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PARENTS ARE SEEKING INFORMATION

What steps would you take to get the desired information about private schools?Response Percent

Ask to tour the school 92.8%

Ask neighbors, friends, relatives, or other parents for their views

77.9%

Attend an information meeting for potential families sponsored by the school

76.5%

Review information available on the internet

65.0%

Ask to observe a class being taught 57.2%

Ask to meet privately with the head of school

49.2%

Determine how convenient the private school is to where I live

48.0%

Other 2.0%

Confidence in obtaining information on my own

Response Percent

I believe I could typically get enough information to make an informed decision

83.3%

Unless the private school provided me additional information, I would be unable to make an informed decision.

16.7%

If a private school declined to provide you with some of your desired information, would it impact your decision?Response Percent

It would impact my decision 79.2%

It might impact my decision 20.0%

It would not impact my decision 0.08%

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3. LEVERAGE SOCIAL

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Tweets posted

pieces of content shared on Facebook

277,000

2.5 million

160 million emails sent

EVERY MINUTE…

INTRODUCTION

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ONE ACTIVE USER IS A BIG DEAL.They each have 140 friends. And their friends each have 140 friends. Therefore, 1 piece of great content has the chops to reach 2.7 million people within just 4 generations. – Justin Waite

140

19k

2.7m

SOCIAL MEDIA

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YOUR WEBSITE HOLDS THE KEY

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83% They Look to Discover What’s Out There

of query paths begin with non-branded terms.

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4. SCHOOL WEBSITE

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PARENTS ARE SEEKING INFORMATION

What steps would you take to get the desired information about private schools?Response Percent

Ask to tour the school 92.8%

Ask neighbors, friends, relatives, or other parents for their views

77.9%

Attend an information meeting for potential families sponsored by the school

76.5%

Review information available on the internet

65.0%

Ask to observe a class being taught 57.2%

Ask to meet privately with the head of school

49.2%

Determine how convenient the private school is to where I live

48.0%

Other 2.0%

Confidence in obtaining information on my own

Response Percent

I believe I could typically get enough information to make an informed decision

83.3%

Unless the private school provided me additional information, I would be unable to make an informed decision.

16.7%

If a private school declined to provide you with some of your desired information, would it impact your decision?Response Percent

It would impact my decision 79.2%

It might impact my decision 20.0%

It would not impact my decision 0.08%

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ADMISSIONS

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PERFORMANCE & OUTCOMES

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VIRTUAL TOUR & VIEW BOOK

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INQUIRE & THANK YOU PAGE

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5. VIDEO ADVERTISING

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2 3To Get to Know a School, Learners Look to Video

of researchers who use video do so to understand specific features of a school.

out of

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AQUISITION

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6. SEARCH (PAID)

Paid ads

Paid adsOrganic listings

Local listings

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DON’T OVERTHINK IT

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HOW DO PEOPLE SEARCH?

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YOU DON’T NEED TO REINVENT THE WHEEL

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HOW MUCH CAN YOU AFFORD TO SPEND?

Channel Visits Spend

% Inquir

eInquires App Start

(28day) %App

StartsRegistration (28day)

%Expected Registers

Marketing Cost per

Registered

Fixed Overhea

dSales Costs

Total Cost Acquisitio

n%

Tuition

Website - Direct 300 0 12% 36 20% 7.2 12% 0.864 $- $1,500

$5,000 $7,523 25.08%

SEM 3000

$13,50

0 8% 240 5% 12 20% 2.4 $5,625 $1,500

$5,000 $8,333 27.78%

Ad Buy - Other

5000

$10,00

0 12% 600 2% 9 10% 0.9 $11,111 $1,500

$5,000 $18,333 61.11%

Annual tuition: $30,000

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PAID ADS (SEM)

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PAID ADS (SEM) – LANDING PAGE

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AQUISITION

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GOOGLE YOUR SCHOOL

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7. PUBLISH CONTENT THAT PEOPLE WANT

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TAKE AN INVENTORY OF THE RESULTS

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8. GOOGLE LOCAL

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GOOGLE LOCAL

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GOOGLE LOCAL

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EXPAND YOUR DIGITAL PRESENCE

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LEADING LOCAL REVIEW SITES IN EDUCATION

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9. ORGANIC LISTINGS (SEO)

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10. EMAIL MARKETING

Why Is email marketing important?

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Does email make you feel like this?

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With 182.9 billion emails sent per day, email marketing remains one of the elite channels for communication.

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CLAIM YOUR PROFILE

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TRACK EVERYTHING

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SET-UP ALERTS

TOOLS FORMONITORING MENTIONSWith a good plan in place, the next step is organizing and monitoring.

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In Summary

Get to know your customersDefine your customer lifecycleThink of your website as an acquisition toolBack into your budgetHave a presence at every stage of the funnelTrack everything

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TOP 10 RECAP

1. Research2. Know Your Demo3. Social Media4. School Website5. Video Marketing6. Paid Search7. Organic Search8. Local Listings9. Content Marketing10. Email Marketing

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APPENDIX

Inquire & Thank youGuides to form optimization:https://qualaroo.com/beginners-guide-to-cro/landing-page-optimization/http://moz.com/blog/most-entertaining-guide-to-landing-page-optimizationhttp://www.quicksprout.com/landing-page-optimization/

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APPENDIX

Paid ads (SEM)

http://blog.hubspot.com/blog/tabid/6307/bid/33283/A-Simple-Guide-for-Setting-Up-Your-First-Google-AdWords-Campaign.aspx

https://blog.kissmetrics.com/profitable-google-adwords-campaign/

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APPENDIX

Google Local

http://www.google.com/business/http://moz.com/local-search-ranking-factorshttps://support.google.com/business/answer/2911778?hl=en

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APPENDIX

Track everything: Getting started checklist

http://www.google.com/analytics/learn/setupchecklist.htmlhttp://www.koozai.com/blog/analytics/the-complete-google-analytics-event-tracking-guide-plus-10-amazing-examples/ https://support.google.com/analytics/#topic=3544906