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Successfully Integrating your K12 Market Strategy EIA University, 2014 Relevance, Relationships & Revenue 1
Copyright © 2014 Market Data Retrieval 2 Building Relationships What does it take to grow your business in K-12 today? Great Product Brand Recognition Visibility Clear Prospect Audience Fans & Evangelists Accessible Support Strong Value Prop
Copyright © 2014 Market Data Retrieval 3 The Importance of STORY Know your customer’s story and become part of it… Intertwine your story with theirs Use a mix of tools to become a relevant voice
Copyright © 2014 Market Data Retrieval 4 How can you find the right mix of channels to become a relevant voice to your customer?
Copyright © 2014 Market Data Retrieval 5 Define your market What does my customer look like? Historically, we’ve had a very building-centric view Enrollment, poverty indicators, and Title I funding drove marketing strategy from the rooftop down to everyone in the building A demographics-based approach can be useful in determining high-level targeting Segmentation at the rooftop level
Copyright © 2014 Market Data Retrieval 6 Define your customer ASK: What does my customer look? More and more opportunity to understand the prospective buyer as a person Firmographics and psychographics can enhance demographics – Know not only who to market to but how to market to them Understanding behaviors can better position your marketing message
Copyright © 2014 Market Data Retrieval 7 Contact: School & Home Address, School Email, School & Home Phone Numbers Demographics: Age, Ethnic Group, Marital Status, Gender, Number/Presence of Children Occupational: Job/Course Title, Highest Degree Level, Years of Teaching Experience, Years at a School Financial: Household Income, Lifestyle Indicator, Home Ownership Buying Behaviors: Direct Mail Buyer, Multibuyer, Recency of Purchase, Online Purchaser Social Media: Engagement, Activity, Influence Direct Marketing Channel Preference: Email, Direct Mail, Phone Advertising Receptivity: Web, Newspaper, Magazine, Radio, TV Interests: Travel, Investor, Charitable Contributor Harness all the data you can… Contact Demographics Occupational Financial Buying Behaviors Social Media Direct Marketing Channel Preference Advertising Receptivity Interests
Copyright © 2014 Market Data Retrieval 8 …and get started with analysis
Copyright © 2014 Market Data Retrieval 9 Understand educator behavior 64% of educators check their email on a wireless mobile device 77% of teachers make buying decisions based on personal recommendations 74% of educators purchase products for teaching online How does this research affect my strategy? Source: Digital Marketing Trends in the Education Market 2013: A Comprehensive Analysis of the 2011-2012 School Year
Copyright © 2014 Market Data Retrieval 10 What is the profile of my best customers? – Use research to shape your go-to market strategy Where can I find them? – Use an integrated strategy to introduce your brand, invite them to engage, and build a relationship Use data to define your strategy and shape your tactics
Copyright © 2014 Market Data Retrieval 11 Who is today’s educator, and how can you engage with her using an integrated strategy? Here’s an example… 11
Copyright © 2014 Market Data Retrieval 12 Heavy social media user, Twitter user, blogger Uses Internet for professional and personal use – involved in iPad pilot program in her school Strongly influenced by social/mobile site/blogs/reviews Meet Michelle Swan… 24-year-old, single female Resides at 123 College Street, New Haven, CT Rents condo Median HHI $65,000- $80,000 Prefers to purchase online Prefers solicitations via email and mobile Bachelor’s degree 3 years teaching third grade at Center School, Shelton, CT
Copyright © 2014 Market Data Retrieval 13 Michelle reads a tweet from WeAreTeachers that links to an Infographic about classroom management…and it references your product. She Googles your company, visits your website, and signs up on your email list. Michelle gets your email newsletter, full of helpful teaching tips. She puts one idea to use in her class the very next day, with great results. Michelle sees your Display Ads on various sites she visits throughout the day and remembers how helpful your newsletter was. Michelle visits the WeAreTeachers Facebook page and sees a discount promotion on your product, with positive comments about it from other teachers. Connect with Michelle at all her favorite touch points
Copyright © 2014 Market Data Retrieval 14 Over multiple impressions, Michelle develops a positive association with your brand Using the discount code from FB, she purchases your product and creates and executes a successful lesson with it. Now a loyal brand fan, Michelle: Writes about her positive experience on her blog Tweets her teacher friends about it Likes your page on Facebook Pins photos from her lesson— featuring your product—on her Pinterest board
Copyright © 2014 Market Data Retrieval 15 So how can you make the most of every channel? Let’s talk about: Creating an effective presence at industry events and trade shows Maximizing email to generate and nurture leads Incorporating display advertising Social strategies and content marketing
Copyright © 2014 Market Data Retrieval 16 Trade Show Strategies Metrics Presence Social Media 16
Copyright © 2014 Market Data Retrieval 17 Get Serious About Metrics Establish a metrics tracker and update every event Define metrics to evaluate pre- and post-event activities as well as on-site Establish a “Hot Lead” objective and track it
Copyright © 2014 Market Data Retrieval 18 Assume Nothing About Your Team You’ve worked hard to create a lovely exhibit—now get out. Exhibit Talk to anyone, but don’t encourage everyone.
Copyright © 2014 Market Data Retrieval 19 Social Media: Include or Stay Home If you aren’t integrating social media domains into your events strategy, you might as well stay home Leverage communities to drive traffic on-site and online Get involved with event/association communities Invite third parties to contribute to your social media content
Copyright © 2014 Market Data Retrieval 20 Making the Most of Your Digital Channels
Copyright © 2014 Market Data Retrieval 21 Email Marketing A marketer’s bread and butter Educators’ preferred channel
Copyright © 2014 Market Data Retrieval 22 Percentage of Teachers Purchasing an Educational Product or Service as a Result of an Email Advertisement Source: Digital Marketing Trends in the Education Market 2013: A Comprehensive Analysis of the 2011-2012 School Year
Copyright © 2014 Market Data Retrieval 23 Amount Spent by Teachers Who Purchased Educational Products as a Result of Email Advertisements Source: Digital Marketing Trends in the Education Market 2013: A Comprehensive Analysis of the 2011-2012 School Year
Copyright © 2014 Market Data Retrieval 24 Direct Marketing Channel Preference Source: Digital Marketing Trends in the Education Market 2012: A Comprehensive Analysis of the 2010-2011 School Year
Copyright © 2014 Market Data Retrieval 25 Channel Effectiveness Source: Digital Marketing Trends in the Education Market 2012: A Comprehensive Analysis of the 2010-2011 School Year
Copyright © 2014 Market Data Retrieval 26 Best Practice: 3 Checks What is the campaign’s goal? What is “success”? Does your call-to-action support the goal?
Copyright © 2014 Market Data Retrieval 27 Increase in opens on mobile devices since 2010 -Return Path “Email Mostly Mobile” Infographic Best Practice: Design and Landing Page Optimization Important Aspects of Email Design Images Image Suppression Mobile
Copyright © 2014 Market Data Retrieval 28 Best Practice: Targeting Works
Copyright © 2014 Market Data Retrieval 29 Best Practice: Nurture Leads Responder Triggers engage your responders for maximum conversion! 4x Click Rate!
Copyright © 2014 Market Data Retrieval 30 Web Advertising A natural digital extension Amplifies campaign reach Easy real-time optimization
Copyright © 2014 Market Data Retrieval 31 Display Advertising…Natural Extension of Your Existing Strategy Web advertising is a low-risk strategy that supports your overall marketing plan and boosts the performance of your campaign Increased reach Brand/product awareness and favorability In-progress campaign testing In-progress campaign optimization Strong metrics and measurability
Copyright © 2014 Market Data Retrieval 32 Web Advertising Optimization Tactics Design Use animation Clear, well-written message or hook Strong call-to-action Simple design elements Landing Page Design connectivity Call-to-action actualized Brief, clear, concise messaging Confirmation Page Use conversion tracking
Copyright © 2014 Market Data Retrieval 33 Wrapping Up Walk before you run Define measures of success up-front Lean on your marketing partners’ expertise
Copyright © 2014 Market Data Retrieval 34 A robust content strategy can… Content marketing is the backbone of an integrated strategy Build brand awareness and interest Establish thought leadership Extend the reach of all your channels 34
Copyright © 2014 Market Data Retrieval 35 relevant content + multiple repurposed iterations + multiple channels = Relationship development and audience engagement How? With a winning formula. 35
Copyright © 2014 Market Data Retrieval 36 36 …and the more engaged your audience is, the more likely they will be to think of you when it’s time to buy
Copyright © 2014 Market Data Retrieval 37 Make It Real. Make It Relevant. Build Relationships. Is not about products or services Speaks directly to customers’ needs, solves their problems, or gives them information they need to overcome challenges Focuses on building a Relationship, not making a sale Real relevant content… 37
Copyright © 2014 Market Data Retrieval 38 Check out our products for new teachers! 38
Copyright © 2014 Market Data Retrieval 39 39 5 Classroom Management Tips for New Teachers
Copyright © 2014 Market Data Retrieval 40 Tip: Real, Relevant content doesn’t always have to be yours! Use your social channels to share valuable content from other sources For every 1 piece of your original content posted, share 3 to 4 pieces of relevant content from other sources 40
Copyright © 2014 Market Data Retrieval 41 Get the most out of every piece of content: Repurpose Step 1: Create real relevant content Step 2: Create another iteration of that same content Step 3: Repeat Step 2 41
Copyright © 2014 Market Data Retrieval 42 Create stronger Relationships: Propagate content in various forms across multiple channels Build every channel strategy around real, relevant content, such as: Highlighting article content or research in email and direct mail campaigns Incorporating user-generated content into your email newsletter or blog Creating a survey-based infographic and sharing across all your social platforms 42
Copyright © 2014 Market Data Retrieval 43 Did you know…? 43 The most popular reasons for visiting these sites are exchanging ideas (39%) and obtaining free resources (38%). The most frequent cited reason for doing so is to get coupons or discounts.
Copyright © 2014 Market Data Retrieval 44 Sometimes 2 is better than 1! – What brands add strength to what your brand represents? Goal: Both brands wanted to demonstrate brand leadership to related audiences through the creation of relevant and valuable content Example: WeAreTeachers & Volunteer Spot 44
Copyright © 2014 Market Data Retrieval 45 1.Brands collaborated to develop one survey altered for their audience of teachers or parents 2.WeAreTeachers compiled the results 3.Both brands worked together to determine key findings People love data and facts Step 1: Research survey to each audience 45
Copyright © 2014 Market Data Retrieval 46 Step 2: Content development to support multiple channels Checklist Hook Headlines Bullet points Graphics Repurpose for distribution channels Copy SEO friendly CTA Review for best practices 46
Copyright © 2014 Market Data Retrieval 47 Step 3: Distribute & Promote! Post, publish, email, share, pin, tweet…etc. 47
Copyright © 2014 Market Data Retrieval 48 Goal – Brand awareness – Engagement – User-generated content Content Strategy – Data/stats on how teachers and parents can be smart about screen time – Facebook poll on teachers’ favorite apps Example: “Smart Screen Time” 48
Copyright © 2014 Market Data Retrieval 49 Distribute & Promote! Post, publish, email, share, pin, tweet…etc. 49
Copyright © 2014 Market Data Retrieval 50 Expand the social reach of your content with PR efforts Identify bloggers and journalists that would most be interested in your content Start outreach with sample content so they know your area of expertise and can come to you when they need that information Create a page on your site or a quarterly “tip sheet” for bloggers and journalists Even with little to no marketing budget, you could:
Copyright © 2014 Market Data Retrieval 51 Anatomy of a Successful Marketing Plan Key Steps in the Educational Marketing Space
Copyright © 2014 Market Data Retrieval 52 Anatomy of a Successful Marketing Plan 1.Planning Defining the goals of the campaign Segmentation strategies Marketing channel mix Defining any testing goals Understanding the full value of the marketing effort Establishing benchmarks
Copyright © 2014 Market Data Retrieval 53 Anatomy of a Successful Marketing Plan 2.Execution Timing Versioning Campaigning Lead Nurturing
Copyright © 2014 Market Data Retrieval 54 Anatomy of a Successful Marketing Plan 3.Measuring Results Email Social Media Display / Ad Words Ecommerce Lead Gen / Lead Quality Sales
Copyright © 2014 Market Data Retrieval 55 Break into groups to generate your own marketing case study! Activity 55
Copyright © 2014 Market Data Retrieval 56 Anatomy of a Successful Marketing Plan
Copyright © 2014 Market Data Retrieval 57 Background Classroom magazine that engages students while presenting them with high-quality nonfiction content and comprehensive teacher planning materials and a digital edition Strong direct mail strategy using highly segmented, modeled lists Email historically only used as a renewal mechanism
Copyright © 2014 Market Data Retrieval 58 Goal: Test New Channels TFK wanted to test new channels for driving customer subscriptions Integrated Approach for TFK: Continue to use DM Test email as acquisition channel Use targeted online display advertising to boost overall response Increase Social Awareness Email Direct Mail Web Ads Social Media
Copyright © 2014 Market Data Retrieval 59 Start + 1 week + 5 days + 30 days + 1 week + 5 days Plan at a glance Integrated plan leveraged online and offline Each step was reviewed and optimized
Copyright © 2014 Market Data Retrieval 60 Lead Process Convert Inform Valuable Content
Copyright © 2014 Market Data Retrieval 61 Integrated Success Double digit growth! Established social benchmarks. Sharing was “priceless” Email/DM tag team drove subs Web Ads Web Ads achieved above average clicks/ conversions Email Web Ads Social Direct Mail
Copyright © 2014 Market Data Retrieval 62 What’s in your marketing plan? Q & A MDR help you with your go-to-market strategy! Contact us at: firstname.lastname@example.org Derek Fairfield, MDR Product Manager Stephanie Nash, MDR Marketing Manager We’d love to hear from you: 800-333-8802
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