NCCET Presentation - WorkSmart eMarketing - eMarketing for Community Colleges

It’s not just about your website…It’s about your web strategy.

How to Build a Revenue Stream with eMarketing at Your School

By Brad KleinmanBrad@WorkSmart-eMarketing.com

Agenda

• Introduction• Statistics and Trends• The Case for eMarketing• eMarketing Programming• eMarketing Techniques• Case Study• Resources• Next Steps

Statistics & Trends

• Community College Trends– Budgets going down– Enrollment going up– Administrators are primarily baby boomers

Statistics & Trends

• Social media trends– Facebook over 100M, $10B value– A blog is created every half second– Over 150K videos uploaded to YouTube every day

What the heck is Web 2.0?

What the heck is Web 2.0?

eMarketing Benefits

• Easy to use• Easy to quantify• Easy to customize• Easy to interact with users• Time Efficient• Cost efficient• High Return on Investment

Program Strategy

• How many participants?• Who is the target?• How will you market?• What is the break-even?• How will you solicit sponsors? Speakers?• What is the program structure?

Structuring Your Curriculum

• Workshops and Seminars– Mix lecture with group activity and speakers (Kauffman)– 4 X 2 hr speaker series– 8 X 2 hr facilitated series

• Webinars– Up to 1000 participants– Experienced panelists– Built in eMarketing

• Conferences– National keynote speaker and regional experts– Breakout sessions and MIH components– Revenue stream driven from registrations and sponsors

Soliciting Speakers & Sponsors

1) Establish advisory board2) Weave your MAT3) Send out RFP4) Decide on breakouts5) Work with foundation office6) Market like crazy!

Keynote & Breakout Speakers

• Make sure they focus on VALUE not SALE

• Take advantage!– Video brochure– Teaser information– Leverage their contacts– Potential sponsors

Establish Strategic Partnerships

1) Promotion & exposure2) Connection to speakers & sponsors

• Organizations to target– Chambers of commerce– SBA / SBDC– Entrepreneur Groups– Business Organizations– Minority Organizations

Create your Marketing System

Traditional Marketing & CRM

• Track your customers!• Make phone calls• Network around the region• Leverage PR department• Traditional collateral– Postcards– Flyers– Brochure

eMarketing Best Practices - Microsite

1.) Make it EASY to buy2.) ENGAGE your users

3.) Make sure you GET their email

eMarketing Best Practices – Email

1. Focus on users needs (80%/20%)2. Have a call to action3. Track results and follow-up

eMarketing Best Practices – SEM

1. Use title tags2. Key in to your keywords3. Inbound links!

Use Social Media

Capture Success!!

More Resources

• Anything and everything you need is online– Wikipedia!– Google!– Quirk eMarketing Textbook

• Online Webinars (Next webinar 10/23/08)• Monthly newsletter (Starts January ‘09)• Austin Texas eMarketing Events (1/28/09)

It’s not just about your website…It’s about your web strategy.

Contact us to learn how to use eMarketing to grow enrollment and

create a revenue stream at your school

Brad KleinmanBrad@WorkSmart-eMarketing.com