A presentation on Gould Academy's inbound marketing strategies at the International Educational Consulting Association (IECA) Conference in Toronto, Canada on May 13, 2010.
2. Who is Gould Academy?
•Established 1836
•Private, coed boarding school
•250 students
•Western Maine
•Small school
•Skiing & snowboarding
•Experiential program
•Individual attention
Friday, May 14, 2010
3. The landscape
Video: Social Media Revolution - @equalman
Friday, May 14, 2010
4. The landscape
Video: Social Media Revolution - @equalman
Friday, May 14, 2010
14. Social Media ROI
• Dedicated Coach
• Email to lax players across country
• Players discuss via online forum
• Alum joins discussion
• Coach creates Fan Page
• Alum joins Page
• Post: “Still wish we had 1 or 2 attackmen”
• Alum sends email: “Potential Attackman”
• Coach engages family
• Visit leads to enrollment
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15. How do we strategically leverage social media
and other web tools to meet our goals?
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21. Let them find you and
help guide them through the funnel
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22. Let them find you. Long Tail SEO
Key Phrase Curve
High Cost
& Competition 1 Word Phrases
“school”
2-3 Word Phrases
“boarding school”
More Descriptive Phrases
“small boarding school with skiing and snowboarding”
Low Cost
& Risk
Low Probability of High Probability of
Conversion Conversion
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26. Let them find you. Online Ads.
Google Content Ads
Google Adwords
Facebook
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27. Take aways
•Reevaluate your brand.
•What differentiates you?
•What are you really good at?
•Reevaluate your site.
•Clear Calls To Action?
•Promoting your differentiators?
•Engaging?
•Content is key.
•Repurpose what youʼve got.
• Seek out those already creating.
•Celebrate their contributions.
•Get Found
•Are people finding you outside searching your school name?
Friday, May 14, 2010