Effective Marketing on a Shoestring Budget

Bart Caylor, Caylor Solutions

Your School Can Do Effective

Education Marketing. Period.

No Ifs, Ands, or Buts.

MUST HAVES Enrollment-focused website

Content that is user-focused and answers questions

Social media strategy that drives prospective students and parents to the website and content.

+Dealing with Constant Change

Caylor-Solutions.com | 317-985-7375

+Marketing on a limited budget takes creativity, discipline, scrappiness, and a willingness to be ok with authenticity over perfection.

Caylor-Solutions.com | 317-985-7375 7

+Authentic vs. Perfection: Gen Z has the strongest BS filter of any previous generation because they’ve grown up in era where information was available at all times.

https://www.fastcompany.com/3062475/your-guide-to-generation-z-the-frugal-brand-wary-determined-anti-millen

#1 Way to Market With a Shoestring

Budget is Content

Content makes you and your organization the authority on whatever you choose to publish.

+Per dollar spent, content marketing generates 3X the number of leads than paid search.

http://www.oracle.com/webfolder/mediaeloqua/documents/Content+Marketing+Kapost+Eloqua+ebook.pdf

+Content marketing drives higher conversion rates than traditional marketing: 6X.

http://content.kapost.com/Aberdeen-ContentChaos

+Success flows to organizations that inform, not organizations that promote.

Jay Baer, Utility

+$2000 Budget $8 Per Day x 250 working days = $2000 Per Year

360° Camera !! Virtual Campus Tours (photos/videos)

!! Explainer Video

!! Virtual Reality Applications

!! Ricoh Theta S Digital Camera

$327 Resources: •! CNET reviews •! Theta360.com •! Forbes Article

January 2017

Balance: $1673

Balance: $1651

Selfie Stick !! Use with 360° Camera

!! Use with SmartPhone recordings

!! Other cameras (GoPro)

Stabelizer !! Use with SmartPhone recordings

Stabelizer

Balance: $1604

Lavalier Mic !! Use with SmartPhone recordings

!! Professional sound for videos

Lavalier Mic

Balance: $1575

Light Kit !! Home Depot Materials

!! Use for SmartPhone recordings

!! Testimonials

!! Interviews

$100 Resources: •! Wistia.com Full list of tutorials on creating video-based content.

Balance: $1475

Backdrop !! Use for SmartPhone recordings !! Testimonials !! Interviews !! Instant studio in empty or unused room !! Backdrop Kit: $36 Paper: $70 Cloth: $20

Balance: $1349

YouTube Director !! Coaching for videography

!! Use on SmartPhone as App

!! Also consider editing with iMovie, etc.

$0 Resources: •! YouTube

Director App •! Videos and

Tutorials on YouTube

Balance: $1349

Mevo !! Livestreaming broadcasts (Facebook Live)

!! Multiple cameras in one

!! Control from SmartPhone

$399 Resources: •! GetMevo.com •! Tutorials,

Balance: $950

Blue Yeti Mic !! Podcasts

!! Voice Overs

!! Screencasts

$129 Resources: •! Podcast

tutorials •! Soundcloud

Balance: $821

Digital Recorder !! Zoom Digital, Multi-Directional Recorder

!! “Person on the Street”

!! Events to be transcribed

Digital Recorder

Balance: $721

Wordpress Blog !! Year Hosting

!! Weekly blog answering the questions prospects and parents have

!! Newsletter automation with Mailchimp

!! Best SEO

$150 Resources: •! Wordpress.org •! Yoast SEO

Balance: $571

Mailchimp !! Email distribution !! Newsletter Automation

!! Blog Automation

!! Free up to 2000 subscribers

!! 25,000 email credits = $250 – 15% nonprofit

Balance: $358

Snagit !! Screencasts

!! Screen captures

!! Explainer Videos/Demonstrations

!! How to fill out an application, using the net price calculator, etc.

$50 Resources: •! Techsmith.com •! Snagit

Tutorials

Balance: $308

Piktochart.com !! Infographics

!! Explainer Graphics

!! Instructographics

!! Non-profit discount on pro package

$40 Resources: •! Piktochart.com

Balance: $268

Syndication !! Syndicate original content

!! LinkedIn

!! Medium.com

!! YouTube

!! Vimeo

Syndication

$0 Resources: •! LinkedIn •! Medium.com •! YouTube •! Vimeo •! Others

Balance: $268

Automation !! Hootsuite/Buffer

!! Coschedule

!! Feedly.com

!! Zapier.com

!! Automate content into social media

Automation

$240 Resources: •! Buffer •! Hootsuite •! Zapier •! IFTTT •! Feedly •! Coschedule

Balance: $28

Fiverr !! Freelance marketplace

!! “Gigs” $5 each

!! $25 = 5 gigs

$25 Resources: •! Fiverr.com

Balance: $3

Starbucks !! Cup of coffee for your planning session.

Starbucks

Balance: $0

Content doesn’t just happen. You must have a plan and do the work.

+Three Exercises 1.  Think through ideas for content based

upon what prospects what. What are the questions?

2.  How can you create original content that prospects will consume?

3.  What resources do you need to create and manage content?

+Question & Answers: Effective Marketing on a Shoestring Budget

+Bart Caylor caylor@caylor-solutions.com

317-985-7375

caylor-solutions.com

@bartcaylor

Effective Marketing on a Shoestring Budget · Marketing on a limited budget takes creativity,...

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