Webinar Slides: The Enrollment Journey

www.convergeconsulting.org

Body Level OneBody Level TwoBody Level ThreeBody Level FourBody Level Five

The Enrollment Journey Inbound Marke5ng for Higher Educa5on Presented By:Robyn Anderson Vice President

CONVERGE


CONVERGE CONSULTING

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a digital agency for higher education

•  Digital Marketing•  Inbound Marketing•  Website Design & Development•  SEO•  Google Analytics Consulting•  Marketing Consulting•  Enrollment & Recruiting Consulting


Robyn Anderson

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Robyn AndersonVice President

SkillsQuiz Up

Cooking

Web Design & Development

Yoga

70%

80%

55%

30%


CONVERGE 2015

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OCTOBER 21-22 in New Orleanshttp://convergeconsulting.org/converge2015/




INBOUND MARKETING


What is Inbound Marketing?

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Pardot? HubSpot? Marketo?

–Wikipedia

“Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having

to go out to get prospects' attention. Inbound marketing earns the attention of customers,

makes the company easy to be found, and draws customers to the website by producing interesting

content.”


HUBSPOT

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It’s the Hub for Inbound Marketing

SEO

Inbound Methodology

Inbound Content Tools

CRM

COS

INBOUND METHODOLOGY

• Understand Personas• Messaging Matrix• Content Calendars


ENROLLMENT JOURNEY

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MOVING THROUGH THE JOURNEY

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White Papers

Ebook

Checklist

How-To-Video

Educational Webinar

Product Webinar

Case Study

FAQ

Alumni Success Stories

Class/enrollment schedule

Campus visit

Admissions call

First Year checklist

Packing list

Awareness Evaluation Application/Engagement


MEET OUR POTENTIAL STUDENTS

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MarinaSeeking MBA to start a

business

AlexSeeking MBA right after

Undergrad

JeffSeeking EMBA to advance

his career

MelissaSeeking graduate program

for more career options


HOW DO I KNOW WHAT PEOPLE WANT?

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CONTENT CREATED FOR PERSONA’S

• Blogging• Social Media• Keyword Optimization• Site pages/ Landing Pages

Identify: • Goals• Behavior & Habits• Challenges/Pain Points• Influencers• Key Information• Where they spend their time online

Jeff: Father of three. Looking to move up at his company. They have offered to pay for his MBA but he is worried he wont have time to go to school, work and be a family man. Jeff spends his time online checking work email and reading articles his wife sends him about raising their kids. Oh and lots of time looking at cars and local concerts he’d like to go to.

Melissa: Graduated in 2007 from Metro Denver. With a bachelors in Social Work. Melissa wants to expand her career opportunities with a graduate degree. She has to work full time during school. Melissa spends her time online with social media and researching social work career opportunities.

Blogs: •  People who think they are too busy to get an MBA are wrong. Here’s why:•  Part time MBA vs. Full Time MBA: 10 Key Differences •  Alumni Stories- EMBA Graduates Tell All•  EMBA Graduate Spotlight “5 things I wish I knew before applying to..”

Infographic: Whats Keeping you from going back to school?

Blogs: •  5 most Affordable Graduate Programs in Denver•  10 Reasons to keep your job and earn your MBA during weekends•  Social Work Alumni Spotlight- Where are they now! •  The graduate school checklist for social work programs

Infographic: Earnings within Social Work by Specific Degree


Content & Smarketing Funnel

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Attract

Consideration

Decision

Apply

Delight

3 months to 1 yr

Next

30 days

3-6 months

Already a student

1-3 months

hey, while we’re at it…how about we automate it!


Let’s travel with Jeff through the enrollment journey…


Every Journey Starts with Google…

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Or at Leas most

Google is the #1 most widely used search engine next to Bing.

FINDS BLOG

GOOGLE

“Pros & Cons of EMBA The Ultimate List”

AT THE BOTTOM OF THE BLOG IS A CTA


AUTOMATED EMAILS FOR JEFF

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EMAIL 1EMAIL 2

EMAIL 3

EMAIL 4

4 DAYS AFTER QUIZ SUBMISSION

Infographic of MBA successes at this school in the past 5 years- who graduate and how much they make now and were they work now.

6 DAYS AFTER INFOGRAPHIC

Checklist on how to apply.

10 days AFTER CHECKLIST

Invite for a 1 on 1 Campus tour with Alumni 1 month from today

4 DAYS AFTER CAMPUS TOUR INVITE

Reminder for Camus Tour Invite and information on when classes start.

“Marketing is no longer about the stuff you make but the stories you tell.”

-Seth Godin