Modern Practices in Promoting Online Education & Professional Development Programs Suzanne Carawan

Chief Marketing OfficerHighRoad Solution

Overview

• Where Are We Now

http://fortune.com/2015/10/07/marketing-technology-budgets/

Things We Know

• Online Education & Certification Programs are a key offering– Part of Association’s value proposition– Relevant and relatable to all membership

• Continued learning• Industry standards / best practices• Emerging concepts

– We generally don’t have to convince membership of the program’s value…but we do have to remind them

Why We’re Challenged

Our goal is to ensure our site visitors are getting to the information they need:– But remember - people don’t visit your website on their

own• Need digital marketing strategies to bring visitors in

(think Inbound)• Email is a great vehicle, but you’re only marketing to

the same people who already know the value of the programs– Reports say 25% of your list will go bad each year

– Ultimate Challenge: Find New People

• Need greater insight into consumers• Need more time—must automate• Need to change our approach to

study those who are buying• Need to expand our digital portfolio

Why We’re Challenged

Best Practices

• Promoting Education & Certification

Search

• Are You Using Search & Keywords?

LinkedIn

• Search & Content

Interactive Capabilities

• Engage the User

Multiple Methods

• On-Demand & Re-Purposing

Graphic Design

• Embrace the BSI

• Image-Driven• Curated Content• Mobile-First

Interactive Components

• Get Active

Email

• Be Modern

Modern Email Best Practices:

• BSI • Easy CTAs• Banner Ads• Mobile-first

Blog Notes:

• Event-specific• Easy CTAs• Banner Ads• Mobile-first

Blog Notification Email Your New Newsletter!

• Auto-created• Sent at user preference

or by default• Email stats &

behavioral understanding

• More banner ad opportunities

ICE Emails:(Intelligent Contextual Email)

• Member profile-driven• Event-specific offers• Interactive• User-driven

ICE Emails:(Intelligent Contextual Email)

• Member profile-driven• Event-specific• Based on additional

logic e.g. zip code location

• Cross-sell & upsell

Opportunities to Improve for 2016

• Personalization• Interaction• Cross-market• Online advertising (please start!)• Use blogs & social to get new attendees’

email addresses• Go BIG• Add text message & voice mail

reminders

Marketing Technology for Associations

Contact us: HighRoad SolutionName: Suzanne CarawanPhone: 703.297.8480Email: scarawan@highroadsolution.com

www.highroadsolution.comwww.highroadu.com