The Marketing Game

Hosted by Sean “The Shark” Jimenez

Understanding it, so your can work it!

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WHAT? & WHY?

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Marketing = Fighting

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Campaign

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Campaigns…

Simple definition:

A specific marketing initiative which can be measured.

Marketing campaigns have specific:TargetsCosts

Start/End datesObjectives

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Campaign Types

•Print•Direct mail•Email•Web•Radio•Telemarketing•Banner ads•TV•Seminar•Community Service•Public Relations

•Partners•Referrals•Newsletters•VIP Cards•Flyers•Posters•Auto Ads•Google Ad words•Directory Listings•SOCIAL MEDIA•Billboards

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Campaigns…

Why we track them:

How can you stop the bleeding if you don’t know where you are cut?

What will analyzing my campaigns tell me?

•How they worked or didn’t work•Where we should/shouldn’t spend our money•Where are all our students coming from

By analyzing perfect mind reports, we can figure out exactly where we are going wrong and fix it…

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Reports

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Reporting…

an account or statement describing in detail an event, situation, or the like, usually as the result of observation, inquiry

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Reporting…

Help With Staff Management

What do we want to see?

•How many leads did we generate?•How Many Opportunities did we generate?•How many students were generated?•Start and End times•Cost•Target•Campaign Type

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Opportunity

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What is an Opportunity?

Any time your school has the chance to earn revenue

What are types of Opportunities?

•New Student•Renewal•Upgrade•Sparring package sale•Summer Camp•School seminar•Equipment•T-Shirt•etc

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Reports you NEED to create and view every month…

1. Current Campaigns2. Expiring Campaigns3. Leads vs Source4. Students Generated5. Income Statement6. Marketing Expense StatementMore in depth reporting

1. Target Audience2. Type3. Opportunities Created

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Budget

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How much should I spend on marketing?

As a general 5%-14%

If spending another $1000 will make me another $1000, should I spend it?

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Questions that you should be able to answer:

1. How many campaigns am I running currently?2. What is my most effective marketing campaign?3. How many leads did it generate? Opportunities? Students?4. How much is each campaign costing me?5. What is my marketing budget? (as a percentage of gross)

Hosted by Sean “The Shark” Jimenez

Important Terminology…

•Budget

•Campaign

•Lead

•Opportunity

•Report

Hosted by Sean “The Shark” Jimenez

Ongoing Campaign vs. Fixed Campaign.

Ongoing Campaign is any campaign which doesn’t have a clear start or finish date.

Examples:

•Permanent signs or fixtures•Some referrals •Directory Listings

Fixed Campaign

Any marketing campaign that has a clear start and end date with a defined budget.

Do Today!!!

1. Define current campaigns.2. Enter all campaigns into PM.3. Establish a Marketing Budget.4. Find out your top five campaigns.5. Create Views and Reports in PM.