Post on 19-Jan-2015
description
It’s not just about your website…It’s about your web strategy.
How to Build a Revenue Stream with eMarketing at Your School
By Brad KleinmanBrad@WorkSmart-eMarketing.com
Agenda
• Introduction• Statistics and Trends• The Case for eMarketing• eMarketing Programming• eMarketing Techniques• Case Study• Resources• Next Steps
Statistics & Trends
• Community College Trends– Budgets going down– Enrollment going up– Administrators are primarily baby boomers
Statistics & Trends
• Social media trends– Facebook over 100M, $10B value– A blog is created every half second– Over 150K videos uploaded to YouTube every day
What the heck is Web 2.0?
What the heck is Web 2.0?
eMarketing Benefits
• Easy to use• Easy to quantify• Easy to customize• Easy to interact with users• Time Efficient• Cost efficient• High Return on Investment
Program Strategy
• How many participants?• Who is the target?• How will you market?• What is the break-even?• How will you solicit sponsors? Speakers?• What is the program structure?
Structuring Your Curriculum
• Workshops and Seminars– Mix lecture with group activity and speakers (Kauffman)– 4 X 2 hr speaker series– 8 X 2 hr facilitated series
• Webinars– Up to 1000 participants– Experienced panelists– Built in eMarketing
• Conferences– National keynote speaker and regional experts– Breakout sessions and MIH components– Revenue stream driven from registrations and sponsors
Soliciting Speakers & Sponsors
1) Establish advisory board2) Weave your MAT3) Send out RFP4) Decide on breakouts5) Work with foundation office6) Market like crazy!
Keynote & Breakout Speakers
• Make sure they focus on VALUE not SALE
• Take advantage!– Video brochure– Teaser information– Leverage their contacts– Potential sponsors
Establish Strategic Partnerships
1) Promotion & exposure2) Connection to speakers & sponsors
• Organizations to target– Chambers of commerce– SBA / SBDC– Entrepreneur Groups– Business Organizations– Minority Organizations
Create your Marketing System
Traditional Marketing & CRM
• Track your customers!• Make phone calls• Network around the region• Leverage PR department• Traditional collateral– Postcards– Flyers– Brochure
eMarketing Best Practices - Microsite
1.) Make it EASY to buy2.) ENGAGE your users
3.) Make sure you GET their email
eMarketing Best Practices – Email
1. Focus on users needs (80%/20%)2. Have a call to action3. Track results and follow-up
eMarketing Best Practices – SEM
1. Use title tags2. Key in to your keywords3. Inbound links!
Use Social Media
Capture Success!!
More Resources
• Anything and everything you need is online– Wikipedia!– Google!– Quirk eMarketing Textbook
• Online Webinars (Next webinar 10/23/08)• Monthly newsletter (Starts January ‘09)• Austin Texas eMarketing Events (1/28/09)
It’s not just about your website…It’s about your web strategy.
Contact us to learn how to use eMarketing to grow enrollment and
create a revenue stream at your school
Brad KleinmanBrad@WorkSmart-eMarketing.com