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Slides and YouTube video from our presentation at D2L09 - FUSION in St. Paul, MN.
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Effective Marketing Strategies for eLearning Programs
Barry DahlGary Kruchowski
Growth of LSC’s Online Program
• First online class offered in winter quarter of 1997-98.
• First group of several online courses began in fall of 1998.
• Experienced a 92% annual growth rate for five years from 2000 to 2004.
• Enrollment growth slowed as online began to grow at many of our sister institutions.
Online Credits Sold
FY98 FY99 FY00 FY01 FY02 FY03 FY04 FY05 FY06 FY07 FY08 FY09 -
5,000
10,000
15,000
20,000
25,000
30,000 LSC- Online Credits Sold
Who are We?
As we grew, we asked questions:What do we call this thing?How do we market this thing?Is this a special brand to develop?
Establishing a Brand
Our first campaign
Establishing a Brand
Establishing a Brand
Branding
Branding
Branding of LSC Virtual Campus
New Name/Logo virtual campus• Consulted with design firm that designed the
college logoNew e-Campus website
Marketing Efforts
Develop a unique and creative campaign with potential to break through ad clutter• Accomplish with small media budget• Craft simple, clear messages• Deploy on both traditional and non-traditional
media• Connect with web-savvy learners
Ad Campaign
Two messages @ rollout• How online education works • Why choose LSC (quality, experience, track record)
Media selection • Deploy across various media, especially web-
based options• Adaptable to new/evolving messages• Concept with shelf life
Placement
Television/video• Local broadcast and cable TV• Local movie theaters• Movies in the park• YouTube, blogs, websites
Print • Regional Newspapers/Magazines
Banners/Billboards• Community events (Grandma’s Marathon, ski competitions)• Regional Mall/Food Court
CreativeEasily adapted to print Played well in alternative, youth-targeted publications
Results
Awards• National Council for Marketing and Public
Relations – Regional Medallions and National Paragons
• American Advertising Federation – Duluth/Superior Chapter “Best in Show”
Enrollment Gains
Enrollment Gains
FY04 FY05 FY06 FY07 FY08 FY09 15,000
17,000
19,000
21,000
23,000
25,000
27,000
LSC- Online Credits Sold
Largest growth in 5 years =>
Utilize Web Communities
Social Net Web Video
Micro Blogs Blogs
Student Portal
Next Steps
Facebook Ads, with very modest investments• Target by age, gender, location• Big impact – Impressions, reach, frequency• Feedback and ROI tracking
Questions