Presentation on theme: "E-marketing For Higher Education: Reaching Prospects, Driving Enrollments Online August 1, 2006. ….…."— Presentation transcript:
E-marketing For Higher Education: Reaching Prospects, Driving Enrollments Online August 1, ….….
Why E-Marketing for Higher Ed?
Youth and Adults Live Online
Teens spend more time online than watching television Using the Web to Reach Teens, Tim McHale, iMedia Connection, 2/19/03
87% of those are online Teens and Technology, Pew Internet and American Life Project 7/27/05
Internet penetration has reached 73% of American Adults Internet Penetration and Impact, Pew Internet and American Life Project 4/26/06
Between : 42% growth in the number of Americans who said the Internet played a major role as they decided about a school or a college for themselves or their children The Internets Growing Role in Lifes Major Moments, Pew Internet and American Life Project 4/19/06
The Internet is now the number one daytime medium and the number two medium in the home for those between Online Publishers Association & Ball State Center for Media and Design, June 2006.
The Internet Dominates the Workday How much time did you spend on the following yesterday between Source: Online Publishers Association / MBIQ Media Consumption Study Internet
The Internet is now the primary news source for over 50 million Americans Pew Internet and American Life Project
Only one in four people between can name the four major broadcast networks. Advertising Age report on Burst Media study, May 15, 2006
74% of college-bound high school students report researching colleges and universities online. Navigating Toward E-Recruitment: Ten Revelations About Interacting With College-Bound High School Students, Noel-Levitz Study, 2005
81% of college students turn to search first before friends, family or offline media. Expectant Parents, College Students Turn to Search, Kevin Newcomb, ClickZ, 10/12/05
More than 55 percent of students would like to look at a site rather than read a brochure. Students typically turn to Web to research colleges, universities, LRP Publications, Enrollment Management Report, 12/1/05
72% of teens who visited a college website said they submitted an inquiry form. Navigating Toward E-Recruitment: Ten Revelations About Interacting With College-Bound High School Students, Noel-Levitz Study, 2005
Undergrad Search Process Web search is primary tool for information gathering –Sites that offer school rankings and selection based on user criteria (e.g., collegeboard.com) are very popular for those consumers who are ill-prepared for the purchase decision –School sites are also very popular Discover what programs and majors are offered Get a feel for the school Learn about costs, scholarships (hardest to find) and application process Collateral materials are rarely and barely reviewed –Look at the pictures to get a feel for the school –Unsolicited mailed materials are often thrown away without opening
Grad School Search Process Very pragmatic and focused in their search –More purposeful search than undergraduates – they know what they want –Graduate program web site is more important than overall school site Motivations for higher education are very goal-oriented –Seeking additional education for career requirements –Others seek advancement to make real, positive change in the world Influencers for school selection and enrollment decision –Undergraduate professors –Spouses –Colleagues
Online Media Strategy,Planning, Buying & Management
half the money I spend on advertising is wasted; the trouble is I don't know which half John Wanamaker
Why Online Makes Sense Contextual Customizable Timely Optimization capabilities Measurable Accountable Fits media consumption trends
Pay for performance Old model: Cost-Per-Thousand (CPM) New models: pay only for what you get: –Cost-per-click (CPC) –Cost-per-lead (CPL) –Cost-per-acquisition (CPA)
Development, Acquisition & Retention Lifecycle SEM/SEO List Rental Online Media Capture Convert Admissions Build Drive Retain Loyalty and cross sell Retention Program Micro-site Landing Pages Online Marketing Strategy Leads
Media Considerations Target Method of BuyMedia CPM/Slotting/Sponsorships Affiliate/CPS CPC CPL /Newsletters Banners/Rich Media White Paper/Content Streaming Audio/Video Search/Product Listings Registered User Profiled User Geographic Content/Keyword Category Buy Network Buy
Media types Banners: awareness, response Search: response, capture critical moment follow-up, maintain contact Alternative: awareness, buzz, viral, relationship-building
Properties Vehicles and creative specs Deployment schedule Selection justification Media Plan Strategy Goals Target audience Budget Metrics Integration Tactics Media Placement Buying Trafficking Data Collection Tracking Reporting Data Analysis Daily Weekly Monthly Optimization Recommendations Scale-up or phase out Identify viable channels Online Media Process
What is the Critical Moment? Critical Moment Timing Targeting Where targeting and timing intersect. The Critical Moment is when a prospect is actively seeking your offerings or information about your offerings
eMarketer, 2003 Less than 9% of consumers go more than three pages deep into an average search. First Three Pages of Listings are Critical
Best Approach Combines Two Elements How do I build my search presence and tap into all of the Critical Moment opportunities search engines and other resources provide? Answer: Search Marketing Group of activities that boosts an organizations presence and ranking in the major search engines using both paid and natural listings Paid Search Listings and Inclusion Traditional Search Engine Optimization +
Sponsored or paid link (1-10% CTR) Traditional or natural search results (90-99% CTR)
Universe Of Opportunities
Media Selection: What Teens Do Online
Undergraduate Be where the teens are!
Social Networking/Chat SitesCollege Research Sites
Teen Lifestyle/Interest Sites
College Lifestyle/Interest Sites
Graduate Be where the professionals are!
Graduate Research Sites Graduate Sites Job Search Sites
Ad Networks Search Engines
Final Selection Process Performance Clause Innovation Relevance Geo-Targeting Cost RFP Results / Sites Proposals Recommended Media Plan
Campaign Ideas building brand, targeting response for graduate and undergraduate prospects
Methodology Build awareness through targeted media –Undergraduate: University in general (experience!) –Graduate: Individual programs first Drive response –Call to action: click or visit –MEASURE & OPTIMIZE (ongoing) Build brand –Brand experience sites for UG and G The site IS the brand Capture qualified leads –Triage on sites & through ads Maintain contact through process, build brand – –Direct mail
Undergraduate Build awareness in target areas Emphasize overall brand experience Enhance with innovative marketing Extend through brand experience sites Capture interest Follow along through process in order to be there when trigger (critical moment) events happen
Graduate Market programs first, then university Be where the triggers are –Job searches –School searches –Newspapers Start online, build awareness through radio and print Be part of the process
UMBC Lead Generation Campaign Objective: To generate qualified prospective student leads for the UMBC Training Centers various programs using pay per click advertising. Target: As the program courses are offered at the UMBC training center a geographical range of roughly 90 miles was targeted. The UMBC training center target audience for this campaign was individuals looking for high quality affordable courses in the biotechnology and information technology fields.
Search Strategy: By targeting keyword terms related to program of study and courses the University targeted prospective students at the critical moment a prospective student is looking for a course or degree program. Example Keyword terms: biotechnology program biotechnology training biotechnology program Create unique ad copy that can induce a user querying a selected keyword term to take action and click on the universitys ad Example ad copy: UMBC Lead Generation Campaign
SEM Strategy: Lastly an action oriented landing page was created to educate the prospective student with keyword term relevant copy; while continually presenting them a lead capture contact form. Example landing page: UMBC SEM Campaign
Campaign Results: The campaign duration range is from 6/17/05 through present day.. During this campaign: The program has driven 15,771 clicks to the UMBC site leads of prospective students have been generated, with a overall conversion rate 6.59%. The average Cost Per Click (CPC) for the campaign is $1.60. Campaign Click vs. Cost Seasonal low period cut budget for peak season. UMBC Lead Generation Campaign The average Cost Per Action (CPA) for the campaign is $24.32.
University of Baltimore Lead Generation Campaign Objective: To generate qualified prospective student leads for the University of Baltimores online programs. Target: As the program courses are offered online, an international presence was established in the search engines. The Universitys target audience for this campaign was individuals from years old who do not have time to attend traditional courses. SEM Strategy: By focusing on keyword terms related to program of study and courses the University targeted prospects at the critical moment a prospective student is seeking a course or degree program.
SEM Strategy: University of Baltimore Lead Generation Campaign Example keyword terms: online mba distance learning mba masters degree online Create unique ad copy that can induce a user querying a selected keyword term to take action and click on the Universitys ad Example ad copy: By focusing on keyword terms related to program of study and courses the University targeted prospects at the critical moment a prospective student is seeking a course or degree program.
University of Baltimore Lead Generation Campaign SEM Strategy: Lastly an action oriented landing page was created to educate the prospective student with keyword term relevant copy; while continually presenting them a lead capture contact form. Example landing page:
University of Baltimore Lead Generation Campaign SEO Strategy To achieve a Higher position in major search engines listings a series of 50 keyword targeted content pages were developed to be interlinked with the existing University of Baltimore online pages. The 50 content pages, along with a SEO site assessment created a foundation of increasing traffic through out the twelve month campaign Example Content Page:
University of Baltimore Lead Generation Campaign SEM / SEO Campaign Results: The campaign duration was from 11/01/04 through 12/31/05. During this campaign: clicks were driven to the UB Online site forms were completed by visitors driven to the UB Online site with a conversion rate of 2.8%. The average Cost Per Action (CPA) was $36.93 CPC Campaign Click vs. Cost: Seasonal low period cut budget for peak season.
Nurture Your Prospects Develop a prospect nurturing program Applications can be a long sales cycle Keep in front of your prospective students Send relevant communications Monitor all metrics, i.e opens, clicks, etc
Instant Triggered to prospect Instantly Triggered to Prospect
Second Touch Follow Up
Third Touch – For Non Responders Third Touch – Respark interest
Web as fulfillment Personalization doubled response rates at Northface University!