What We’ll Cover

• Benefits of catalog marketing• Results of partner catalog survey• Catalog marketing resources – new Career

Pathway ads• Best practices for featuring online courses

Benefits of Catalog Marketing• Catalogs work!• A distinct advantage

over other marketing methods – tangible, portable, acceptance, longevity

• Proven to be the most successful driver of web traffic

Partner Catalog Survey

Additionally, 47.8% of partners said their catalog was a significant driver of enrollment in their continuing ed program

Best Practices - Layout

• Consider the design - incorporate online courses throughout, separate online courses section, or use a combination of both

• Table of contents - sort by topic with “online courses” as a section, or sort by class delivery type

Best Practices - Design

Icons support a catalog integration strategy, allowing you to add your ed2go courses alongside your on-ground titles

– Assume simple images for your icons– Mention the course is an Online course if possible– It's especially important to include a URL when promoting an online course

Best Practices – More Icons

• Approved courses for Certification and CEUs• New and popular courses

Best Practices – Student Reviews

Today's student relies on the experience of others to support their purchasing decision

– ed2go's course description pages include past students' feedback

– You can use any of the student comments on your website or within your print catalog

Best Practices – ed2go Marketing Templates

You have access to free marketing collateral on the Partner Marketing Support page– Keep your print

content fresh; take advantage of available ed2go marketing resources

– ed2go marketing support available upon request

Success with ed2go Marketing Templates

Santa Rosa Junior College

– Switched from using an internally designed 1 page piece to an ed2go 1 page piece

– That was the only change

– YOY increase of 300% to 500% in various months

Best Practices – Career Pathway Ads

• New ads!• Students can

explore a career and build skills by combining multiple courses

Best Practices – Financial Aid Information

Various private loans or government supported subsidies are available for your students. It's a great idea to remind your students if applicable.

– Private ed2go loans available for Career Training Programs

– Employer Supported Tuition and Fees

– Workforce Investment Board Funds

– Military Funds (MyCAA, Tuition Assistance, GI Bill, etc.)

Best Practices – Offer Discounts

Encourage early registration and multiple registrations from individual students with discounts.

Use Direct Mail as part of an Integrated Marketing Strategy

• Use your catalog to drive people to your website

• Use your catalog and website in direct support of each other

Connect with Your Account Manager

• Provide us with a digital version of your latest catalog for review. We’ll provide feedback and recommendations for your next publication.

• Reach out and request examples of partner catalogs featuring our best practices.

• Share successes that have resulted from implementing our recommendations.

View and Download the Presentation at

www.slideshare.net/ed2go