Effective Marketing Strategies for eLearning Programs

Barry DahlGary Kruchowski

Growth of LSC’s Online Program

• First online class offered in winter quarter of 1997-98.

• First group of several online courses began in fall of 1998.

• Experienced a 92% annual growth rate for five years from 2000 to 2004.

• Enrollment growth slowed as online began to grow at many of our sister institutions.

Online Credits Sold

FY98 FY99 FY00 FY01 FY02 FY03 FY04 FY05 FY06 FY07 FY08 FY09 -

5,000

10,000

15,000

20,000

25,000

30,000 LSC- Online Credits Sold

Who are We?

As we grew, we asked questions:What do we call this thing?How do we market this thing?Is this a special brand to develop?

Establishing a Brand

Our first campaign

Establishing a Brand

Establishing a Brand

Branding

Branding

Branding of LSC Virtual Campus

New Name/Logo virtual campus• Consulted with design firm that designed the

college logoNew e-Campus website

Marketing Efforts

Develop a unique and creative campaign with potential to break through ad clutter• Accomplish with small media budget• Craft simple, clear messages• Deploy on both traditional and non-traditional

media• Connect with web-savvy learners

Ad Campaign

Two messages @ rollout• How online education works • Why choose LSC (quality, experience, track record)

Media selection • Deploy across various media, especially web-

based options• Adaptable to new/evolving messages• Concept with shelf life

Placement

Television/video• Local broadcast and cable TV• Local movie theaters• Movies in the park• YouTube, blogs, websites

Print • Regional Newspapers/Magazines

Banners/Billboards• Community events (Grandma’s Marathon, ski competitions)• Regional Mall/Food Court

CreativeEasily adapted to print Played well in alternative, youth-targeted publications

Results

Awards• National Council for Marketing and Public

Relations – Regional Medallions and National Paragons

• American Advertising Federation – Duluth/Superior Chapter “Best in Show”

Enrollment Gains

Enrollment Gains

FY04 FY05 FY06 FY07 FY08 FY09 15,000

17,000

19,000

21,000

23,000

25,000

27,000

LSC- Online Credits Sold

Largest growth in 5 years =>

Utilize Web Communities

Social Net Web Video

Micro Blogs Blogs

Student Portal

Next Steps

Facebook Ads, with very modest investments• Target by age, gender, location• Big impact – Impressions, reach, frequency• Feedback and ROI tracking

Questions