Presenter: Todd Zipper, Chief Marketing Officer, The Learning House, Inc.
According to a Sloan Consortium report, online programs have significantly increased in popularity, with 75 percent of colleges and universities in 2011 identifying online programs as important to their future. Developing a marketing plan that informs students about your offerings can significantly impact enrollment and growth. But for many schools, the process of creating a marketing strategy can feel daunting. In this video, learn how to break down the entire process into eight steps, from setting goals to measuring results.
Key steps to creating a successful marketing plan for online programs include:
Set goals: Before beginning any kind of marketing, define what you want to achieve from the program: Is it improving brand awareness? Increasing enrollment? Reaching a specific retention rate?
Know your product: Do market research and competitive analysis to understand the labor market in your area and what programs are in demand. Define what you do best and what sets you apart from the competition.
Build creative marketing assets: Marketing options range from banner ads to search engine optimization to radio and television spots. Understanding the most effective types of marketing for your audience and location will help you spend your marketing dollars more wisely.
Select lead generation channels: Choose a mixture of lead generation channels (e.g., online marketing, traditional advertising and partnerships) to maximize your exposure and reach the largest audience.
Measure success: Look at the goals you set for yourself in the beginning. Are you achieving them? Determine what type of marketing works, and adjust your marketing plan accordingly.
The post Marketing Your Online School: Creating an Ideal Plan appeared first on The Online Learning Curve.
