5. Talk with admissions
about whether this
program is really, really
going to help meet
long-term goals
Enroll
Receive
series of
emails
Attend info
session
Search on Bing
Visit program
website
Click on
organic listing
Talk with
admissions
Receive series
of emails
Become
nervous about
enrolling
Get approved for
financial aid
Arrive on
landing page
Complete
form
Talk with
Receive calls
Leave landing Click on paid
admissions
search ad
from admissions Leave landing
page
page
Ignore calls
Search on Google
Arrive on
Receive a postcard landing page
about program
Click on
See an ad on
See 5 more ads Facebook ad
facebook
on Facebook
17. Search marketing is…
Good For
• Marketing well known
program topics (e.g. MBA)
Not Good For
• Reaching large audiences
quickly
• Reaching people doing
research on a topic
• Marketing obscure topics
• Reaching people comparing
educational programs
• Reaching people ready to
enroll
• Awareness marketing
18. Google Adwords vs. Bing Ads
Google Adwords
Volume
Bing Ads
~3X higher
Cost per click
$4.00
$2.70
Click through rate
1.8%
1.0%
Conversion Rate
6.5%
4.7%
$61.07
$57.80
Cost per Conversion
22. LinkedIn is…
Good For
• Reaching professional
audiences
• Marketing graduate degrees
and career advancement
programs
• Marketing to corporate
representatives
Not Good For
• Reaching career changers
• Marketing most
undergraduate degrees or
personal enrichment
programs
23. Facebook is…
Good For
• Reaching people with
particular interests
Not Good For
• Reaching professional
audiences
• Marketing personal
enrichment programs
• Generating high quality
leads
• Reaching large audiences
fast
• Staying top of mind with
target audiences
24. Google Display is…
Good For
• Reaching large audiences
fast
• Placing ads on third-party
sites about particular topics
• Placing ads on particular
websites such as YouTube or
Gmail
Not Good For
• Generating low cost leads
• Generating high quality
leads
26. Degree completion program in
liberal studies
Which channels would you use?
How would you target on each channel?
How would you prioritize your budget?
We’re a boutique consulting firm founded back in 1998 that works with colleges and university programs catering to non-traditional studentsWe’re frequent offenders at many association conferences, offer webinars, publish research etc. around continuing educationWe work with many schools around the country on services ranging from paid search to conversion optimizationMarketed tens of millions in CE programmingGrew Emory Professional Education from $75K to $3.2 million annually
Jon We usually talk about the marketing and admissions process as a funnel. People move through the process of becoming aware of your program, getting interested, engaging with you, and converting.Some people drop off at each stage, but a few eventually make it to the bottom
We usually talk about the marketing and admissions process as a funnel. People move through the process of becoming aware of your program, getting interested, engaging with you, and converting.Some people drop off at each stage, but a few eventually make it to the bottom
Sometimes I feel like my marketing funnel actually looks more like this!We’ve all seen marketing funnels, but I’m going to suggest that marketing is more like CandyLandThe challenge is that:You never know when your going to shortcut people further into the process You don’t know when your going to be set back. You don’t know how fast they will move
Sometimes I feel like my marketing funnel actually looks more like this!We’ve all seen marketing funnels, but I’m going to suggest that marketing is more like CandyLandThe challenge is that:You never know when your going to shortcut people further into the process You don’t know when your going to be set back. You don’t know how fast they will move
Complex relationships between partsA community where every individual has a roleInfluenced by internal and external factorsEach part affects othersBalance can be upset if a part is removedComponents must be flexible and adaptCompetition and cooperation
JonThis is a diagram of a mature student recruitment ecosystem. Not all of this is necessary, but all can be important and we at JMH help schools with all of these areas.In awareness, we’re looking for the opportunity to reach a large number of target audience members without spending a lot of money per person
Some awareness, but mostly focused on lead generationCombination of degree programs and non-credit certificatesCombination of landing pages and program minisitesSome national targeting, but mostly geographically targeted in areas across the US.
What do you think it costs to show your ad 1000 times on Facebook?On what channel do you think it costs most to have your ad show 1000 times?
High return on spend, but hard to predict effectiveness.
Generally, since CPConv is similar, we start with Adwords because of the greater reach. However, Bing search generally performs better for generating high quality traffic than other online channels, IF there is enough volume to justify setting up and managing the campaigns.
JonIf we were not marketing to the niche, here’s what the approach would be.Since we are trying to reach a niche, we must have a different strategyAdd venn diagrams back in
Jon
Costly, but effectively way to reach targeted professional audiences not already looking for a program like yours. Lead quality is good.
A cheap way to reach large audiences for awareness and some direct response.
A cheap way to reach large audiences for awareness and some direct response.