marketing private schools & camps - integrated multichannel marketing

MARKETINGIn a multi-channel world!

Agnes Stawicki!@ourkidsnet #MktgAcademy!

traditional"

transactional"VISION!

closing argument!

relationship"

know!like!trust!try!buy!repeat !refer!!

behaviour"

SOURCE: Welcome to the era of agile commerce, Forrester research, 2011!

behaviour"

SOURCE: Beyond last click: Understanding your consumer’s online path to purchase, Google, 2011!

Site visits before a purchase!

behaviour"Audience movement in travel market!

SOURCE: Beyond last click: Understanding your consumer’s online path to purchase, Google, 2011!

HOW HAS SEARCH CHANGED"

search"

SOURCE: The evolution of Google’s search results pages and effect on user behaviour. Mediative 2014 !

search"

SOURCE: Google’s algorithm and search results page has changed significantly since 2005, Mediative 2014 !

!  eye scrolls in an ‘i’ pattern !!  people spend less time, but view more

listings!!  #1 result keeps 32.8% of clicks!!  right rail sponsored links drop from 3.16%

CTR to 0.7% CTR!!

mobile"

SOURCE: Google analytics for ourkids.net!

0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  100%  

2012   2014  

tablet  

mobile  

desktop  

HOW MUCH IS YOUR CUSTOMER WORTH?"

lifetime value"

SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!

SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!

lifetime value"

SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!

lifetime value"

SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!

lifetime value"

SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!

THE PROCESS"

path length"

65% of the sale happens without your involvement!!5-12: number of touch points required for high involvement !!2: number of interactions after which most sales people give up!!SOURCE: DMA 2012 direct mail response rate report !

path length"

SOURCE: Google Analytics data for ourkids.net expo registrations, October 2014 !

search"

SOURCE: ourkids.net private school expo 2014 parent survey!

!  50% looking for a school for next year!!  20% researching 2+ years out!!  30% exploring the opportunity!!

Why did you attend the !private school expo?!

tools"

SOURCE: DMA 2012 direct mail response rate report !

0.00%  

0.20%  

0.40%  

0.60%  

0.80%  

1.00%  

1.20%  

1.40%  

1.60%  

le:er  size   oversize   postcard   email   display  ad  

Direct  response  rates  

tools"

!  94% of conversions do not occur on the first click!

!!  Email marketing has highest ROI at

$28.50, compared to $7 for direct mail!!

SOURCE: DMA 2012 direct mail response rate report !

media overlap"

SOURCE: DMA 2012 direct mail response rate report !

organic!direct!referral!email!Banner!paid search!social!

capture"

SEO/SEM!display!referral!Website!events!traditional!social!

nurture"

newsletters!invitations!phone!email!meetings!letters!social!

convert"

call to action!create urgency!demonstrate value!provide exclusivity!ensure credibility!

measure"

views (cpm)!traffic (cpc)!leads (cpl)!applications (cpa)!!*remember 96% of your leads will convert only after a number of interactions!

cost and value !

in summary"!  Marketing camps and schools is a complex

process and an emotional sale!!  Your customers are connecting with you in

various channels!!  Each touch point nurtures your sale!!  Have a clear call to action!!  Measure as much as you can!!  Manage costs, but focus on revenue!!

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