digital marketing 101 for charter schools
TRANSCRIPT
Digital Marketing 101 for
Charter Schools2015 CALIFORNIA CHARTHER SCHOOLS
CONFERENCE
March 17, 2015
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INTRODUCTIONS
Kim BraterVP Marketing
Charter School Capital
Scott KaufmannPartner
Lucid Agency
Michael BarberFounder
barber&hewitt
DIGITAL MARKETING OVERVIEW
Digital Marketing 101 for Charter Schools
Overview: Digital Marketing Defined
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Communicating with the appropriate target
audiences online in a meaningful way.
A digital marketing strategy can help your
charter school overcome obstacles such as
fundraising, enrollment, and gaining necessary
support from the community.
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WHAT IS DIGITAL MARKETING?
Use your school’s purpose to create a powerful marketing
message.
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Define your brand.What makes your school unique? What is the essence of who you are? Once defined, how will you deliver on your brand promise?
What are you trying to accomplish?What is a reasonable goal for your charter school? Increasing enrollment, awareness in the community, new facilities, etc.deliver.
Communicate strategically.What channels will you use to connect with your audience? What is most effective and efficient for your budget and goals? How will you measure results?
YOUR VISION, ADVERTISED ONLINE
DIGITAL MARKETING TACTICS
Digital Marketing 101 for Charter Schools
Tactics: The Best Tools for Charter Schools2
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What tactics will help you reach your end goal?
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Overarching Objective
1. Search Engine Optimization2. Pay Per Click Advertising3. Display Advertising4. Retargeting Advertising
5. Video Marketing6. Social Media7. Email Marketing
Commonly used tactics:
DIGITAL MARKETING TACTICS
“Organic” listings are free and based on relevance to the search term.
Goal: produce the best user experience.
Best user experience: Easy navigation Fast load time Relative content
Create a strategy to help your website reach the first page
of search engines (organic listings).
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1. SEARCH ENGINE OPTIMIZATION (S.E.O.)
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1. S.E.O. | EXAMPLE
User searches for “Phoenix
charter schools.”
User clicks organic link to
SySTEM Phoenix Charter Schools.
User is taken to website where
they are prompted to enroll.
User completes the enrollment form for their
child.
User searches for “Phoenix
charter schools.”
User clicks organic link to
SySTEM Phoenix Charter Schools.
User is taken to website where
they are prompted to enroll.
User completes the enrollment form for their
child.
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1. S.E.O. | EXAMPLE
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FIVE S.E.O. TIPS FOR YOUR SCHOOL
Pick 10-15 relevant “keywords” with a monthly search volume of 300-3,000 searches.
Write original, quality, educational content for your site. Avoid duplicating content.
Submit your website’s sitemap to various search engines. Check indexed pages.
Reach out to reputable education directories and .orgs for linking opportunities.
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FIVE S.E.O. TIPS FOR YOUR SCHOOL
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Pick 10-15 relevant “keywords” with a monthly search volume of 300-3,000 searches.
Incorporate keywords into your content naturally, as you would in conversation.
Write original, quality, educational content for your site. Avoid duplicating content.
Submit your website’s sitemap to various search engines. Check indexed pages.
Reach out to reputable education directories and .orgs for linking opportunities.
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FIVE S.E.O. TIPS FOR YOUR SCHOOL
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Pick 10-15 relevant “keywords” with a monthly search volume of 300-3,000 searches.
Write original, quality, educational content for your site. Avoid duplicating content.
Submit your website’s sitemap to various search engines. Check indexed pages.
Reach out to reputable education directories and .orgs for linking opportunities.
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FIVE S.E.O. TIPS FOR YOUR SCHOOL
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Pick 10-15 relevant “keywords” with a monthly search volume of 300-3,000 searches.
Write original, quality, educational content for your site. Avoid duplicating content.
Submit your website’s sitemap to various search engines. Check indexed pages.
Reach out to reputable education directories and .orgs for linking opportunities.
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FIVE S.E.O. TIPS FOR YOUR SCHOOL
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Pick 10-15 relevant “keywords” with a monthly search volume of 300-3,000 searches.
Write original, quality, educational content for your site. Avoid duplicating content.
Submit your website’s sitemap to various search engines. Check indexed pages.
Reach out to reputable education directories and .orgs for linking opportunities.
Best for giving a website maximum visibility to those who
are searching for your school on search engines.
Advertisers bid in on search terms (keywords) users are likely to use to find their school.
Keyword examples: “science charter school” “Phoenix charter schools”
Paid listings use a “Pay-Per-Click” (PPC) system where the advertiser pays for each click on the their ad.
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2. PAY-PER-CLICK (P.P.C.)
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2. PAY-PER-CLICK (P.P.C.) EXAMPLE
Use visually engaging display ads to increase brand
awareness and target potential customers.
Display ads appear next to content on various websites in text, image, or video format.
Best for increasing brand awareness.
Display campaigns can be set up to target audiences in a variety of ways: specific websites time of day geography etc.
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3. DISPLAY ADVERTISING
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Use image advertisements to target users who have
previously visited your website.
Retargeting leverages the user’s familiarity with your brand to encourage them to complete a conversion.
Most users do not convert on the first interaction with your brand.
Keep your brand top of mind when they are ready to enroll, donate, etc.
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4. RETARGETED ADVERTISING
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4. RETARGETING | EXAMPLE
User visits website and
begins contact form.
User leaves the website before completing the contact form.
User continues to see brand’s
ads as they surf the web.
User returns to website and completes
contact form.
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4. RETARGETING | EXAMPLE
User visits website and
begins contact form.
User leaves the website before completing the contact form.
User continues to see brand’s
ads as they surf the web.
User returns to website and completes
contact form.
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4. RETARGETING | EXAMPLE
User visits website and
begins contact form.
User leaves the website before completing the contact form.
User continues to see brand’s
ads as they surf the web.
User returns to website and completes
contact form.
Help your school stand by connecting with your audience and creating videos worth sharing.
Create a YouTube channel where all of your videos will reside for your audience to view.
Share your videos through social media or blog posts.
Bring your brand to life by creating captivating videos your
audience can share.
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5. VIDEO MARKETING
Best for interacting with your audience personally (in real-
time) based on specific targeting criteria.
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6. SOCIAL MEDIA
Twitter Example: @ICANSCHOOL Connect with your audience
instantly, visually and on an individual basis.
Display and retargeting advertising available through these platforms.
Target your audience based on location, industry, job title, etc.
Best for keeping your brand top of mind of an interested
audience who opt-in for your updates.
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7. EMAIL MARKETING
Create personalized messages and newsletters for your leads, customers, and target audience.
Email marketing is cost effective and easy to implement.
Email is easy for users to share and advertisers to track.
YOUR DIGITAL MARKETING PLAN
Digital Marketing 101 for Charter Schools
Exercise: Create Your Digital Marketing Plan
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KEY COMPONENTS Identify and determine the elements of your marketing plan.
Objective
Budget Strategy
Tactics
Measurement
What is your overarching objective? What are your goals
for your school? How long will it take to be effective?
Build Brand in Community
Increase Enrollment
Increase Funding for Facilities
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CREATE YOUR MARKETING PLAN
PLAN YOUR BUDGETHow much are you willing to spend to achieve your goal?
Segment your marketing budget on tactics that will help you achieve your school’s specific goals.
40%
15%
15%
15%
15%
Example Digital Marketing Budget
Paid Search (PPC)
Retargeting
Social Media
Display Ads
Video
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REVIEW AND IMPROVEHow often will you review your results?
Determine which metrics are valuable to your school.
Total Traffic
Click Through Rate
Likes on Facebook
Make changes only when results are conclusive and statistically significant.
Utilize tools that help you track your chosen metrics and measure progress.
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IT’S YOUR TURN.Create a digital marketing outline for your organization.
Build Brand in
Community
Increase Enrollment
Increase Funding for
Facilities
Paid Search
Organic Search
Retargeting
Display
Social Media
Email Marketing
Dollars Raised
Conversion Rate
Avg. Time on Website
Likes
Website Traffic
Determine your overarching goal:
Choose tactics that will accomplish that goal:.
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Track your progress with quantifiable metrics:
Objectives:
Strategies:
Tactics: Metrics:
1. Increase Enrollment
2. Outrank Competitors in Google and Bing
3. Engage Parents
P.P.C.
Retargeting
Display
Email Marketing
Social Media
S.E.O.
Video Marketing
Budget:
Conversion Rate
Click-Thru-Rate
Cost/Lead
Cost/Click
# of Subscribers
Click-to-Open Rate
Organic Traffic
# of Likes/Shares
Referral Traffic
EXAMPLE DIGITAL MARKETING PLAN
$500 per month
1. SEM Marketing
2. Create a blog optimized with relevant keywords
3. Add Parents on Facebook
RESOURCES
Digital Marketing 101 for Charter Schools
Resources: Where to Follow Up
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DIGITAL MARKETING RESOURCES
Organic Search & Search Engine Optimization:• **Google Analytics IQ Certification
• Moz (SEO Software)
• The Beginners Guide to SEO
Paid Search (PPC), Display, & Retargeting:• **Google Adwords Certification
• The Beginner’s Guide to Setting Up An Adwords Account
• The Beginner’s Guide to Adwords Display Advertising
• Tips for Creating Effective Display Ads
• Create Your First Remarketing Campaign
• 5 Tips to Maximize Your Retargeting Campaign
Email and Social Media:• Mail Chimp
• Hootsuite
• Hootsuite Resource Library
• How To Set Up Facebook, Twitter, and Every Other Social Media Profile
General:• http://www.lucidagency.com/blog/
• http://openstrate.gy/
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Kim BraterVP Marketing
Charter School Capital
Scott KaufmannPartner
Lucid Agency
Michael BarberFounder
barber&hewitt
THANK YOUDigital Marketing 101 for Charter Schools
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