CURRICULUM MAPPING Creating Lutheran Schools of Academic Excellence.
Digital Communication Strategy for Lutheran Schools
Transcript of Digital Communication Strategy for Lutheran Schools
Digital Communication Strategy - @sethhinz
Why Are We Interested in Digital Communication Strategy?
● Word of mouth is great, but people are looking for you online too. ● Even if they get a recommendation from a friend, they’ll still check you out online ● Marketing no longer ≠ selling … Marketing = helping people buy
CUSTOMER JOURNEY - How Families Find Us
Source: Hubspot
Awareness Stage for Schools
● What would a prospect be saying at this point?
Consideration Stage for Schools
● What would a prospect be saying at this point?
Decision Stage for Schools
● What would a prospect be saying at this point?
Inbound Marketing
http://www.hubspot.com/inboundmarketing
ATTRACT We want to be bringing in as many quality prospects as possible. Through content, through websites set up properly, and advertising how can we raise awareness? Tools:
● Social Networks: Facebook, Twitter, Google+ ● School Directories, Review Sites (Yelp, Google Reviews) ● Blogs ● Search Engine Optimization ● Online Advertising: Facebook Ads, AdWords, etc.
Result:
● Increase in unique website visitors ● Increase in landing page visits ● Improved time on site ● Improved # of organic traffic vs. paid traffic
○ (folks finding us online vs. what we pay for)
CONVERT Here’s where we want people to put a little skin in the game. A conversion would be counted if a prospective parent or guardian provides us with contact information. Consider what FAQs we answer, and what are the normal hurdles to tour, application, etc. Tools:
● Forms + Gated Content ○ Ebooks
● Landing Pages for personas ● CallstoActions (CTAs)
Result:
● New inquiries into the database ● Measure sources use Google Analytics
CLOSE At this point, we have captured contact information from prospects and we are working to move them along in the customer journey. Tools:
● Standard followup calls and mailing, lead to school tour ● Email nurture campaign ● Adds to Custom Audience on Facebook
○ Current inquiries ○ upload email contacts to Facebook, deliver video
● Encourage scheduling a tour Result:
● Inquiries schedule tour ● Inquiries complete application ● Enrollment increasing ● Measure sources
○ use Google Analytics ○ use email analytics
DELIGHT At this point, we are completely focused on serving our current customer base. Are we meeting their needs? Do they have unanswered questions? How can they continue to be a part of the school community?
Tools:
● Survey (SurveyMonkey, webforms, etc) ● Content that connects, inspires, encourages, equips
○ Blogs, photos, videos, text messaging ● Social Monitoring
○ Hootsuite, Social Mention, Google Alerts ● Facebook
○ Page Manager Results:
● Retention rates increase year after year ● Referral applications go up ● Traffic from social sites increases ● Directory ratings increase and improve
SAMPLE LANDING PAGE & EBOOK
INBOUND CONVERT PHASE / CUSTOMER JOURNEY CONSIDERATION PHASE
SAMPLE EMAIL NURTURE CAMPAIGN
INBOUND CLOSE PHASE / CUSTOMER JOURNEY CONSIDERATION PHASE An example lead nurturing campaign for Sewickley Academy Middle School:
❏ 0 Day – Initial Inquiry. ❏ 2 Day Delay – We send our School Video. ❏ 7 Day Delay – We send our 27 Questions to Help You Evaluate a School for Your
Child free guide (pdf). ❏ 5 Day Delay – We send the answers to all 27 questions for Sewickley Academy (pdf). ❏ 5 Day Delay – We send Touchstone – a collection of essays written by our Head of
School reflecting on our Mission and Core Values (pdf). ❏ 5 Day Delay – We send a link pointing them to our Academic Program Chart driving
them back to our website. Our purpose is to educate them as well as get them back to our website.
❏ 7 Day Delay – We send a link pointing them to a series of blog posts explaining our Daily Academic Schedule on our blog. Our purpose is to educate them about our daily academic schedule as well as introduce them to our blog.
❏ 7 Day Delay – Finally, we send a link pointing them to our Meet the Teachers page on our website highlighting a few of our teachers.
❏ The call to action within each email is to call and schedule a visit.
source: http://www.schneiderb.com/lead-nurturing-for-schools/
SAMPLE DIGITAL STRATEGY OUTLINE
NETWORK PERSON PURPOSE PLAN PERFORMANCE
Website Responsible Person
● Tell share the story of our school.
● Collect inquiries
● Web homebase
● Monthly audit ● Blog stories ● Add events as
needed ● Forms &
landing pages to gather info
● Visits/Month ● # of inquiries ● # of ebook
downloads ● Avg. time on
site ● Bounce rate
Facebook Tim ● Attract & Delight
● Show our story ● Share our core
values ● Push to
website
● Show our story w/pics
● Share blog links
● Inspire & equip target audience
● Events on calendar
● Fanpage engagement %
● Clicks to website
● # of referrals turned to inquiries
Ebook Nancy ● Convert ● Equip
prospects with valuable information
● Create 12 ebooks/year that answer FAQs from prospects
● Review monthly for relevance
● # of downloads ● Bounce rate
from landing page
● # of prospects that click links in ebook
● % of download inquiries that lead to tour
Facebook Ads
Tim ● Attract ● Lead to ebooks ● Lead to tours
● 1 Ad Campaign / month
● 46 artwork variations
● # of clickthrus ● # of inquiries
from FB ● # of ebook
downloads from FB
Email Nancy ● Close ● Increase
applications and tours
● Nurture campaign (see sample)
● Track successful emails based on clicks
● Click engagement
SAMPLE CONTENT CALENDAR
SUN. Time to publish
MON. TUES. WED. THURS. FRI. SAT.
Theme Core Value Reflection
7:00 p.m.
Encourage Core Value 2
Class project
Student Spotlight
Pictures of the week
Core Value 3
FB post 1
FB post 2
Tweet 1
Tweet 2
Recruit Google Review
1x/week
Enews 1x/week
Text
HELPFUL RESOURCES:
● Become a Certified Inbound Pro with Hubspot Academy (free) ○ http://academy.hubspot.com/inboundcertification
● Sewickley Academy
○ http://www.sewickley.org/Page/Policies ○ Great social media policy example ○ Also view Blog for great content ideas
● SchneiderB University Inbound Marketing for Schools
○ http://www.schneiderb.com/ (free resources)
● Youtility by Jay Baer ○ http://www.youtilitybook.com/ ○ Discover how to create the most value for your prospects & current parents