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Increasing enrollments in your continuing education programs can be difficult to achieve. Do date, catalog marketing is still one of the most effective ways to market your program to prospective students. We've compiled some of the best practices for catalog marketing.
Citation preview
What We’ll Cover
• Benefits of catalog marketing• Results of partner catalog survey• Catalog marketing resources – new Career
Pathway ads• Best practices for featuring online courses
Benefits of Catalog Marketing• Catalogs work!• A distinct advantage
over other marketing methods – tangible, portable, acceptance, longevity
• Proven to be the most successful driver of web traffic
Partner Catalog Survey
Additionally, 47.8% of partners said their catalog was a significant driver of enrollment in their continuing ed program
Best Practices - Layout
• Consider the design - incorporate online courses throughout, separate online courses section, or use a combination of both
• Table of contents - sort by topic with “online courses” as a section, or sort by class delivery type
Best Practices - Design
Icons support a catalog integration strategy, allowing you to add your ed2go courses alongside your on-ground titles
– Assume simple images for your icons– Mention the course is an Online course if possible– It's especially important to include a URL when promoting an online course
Best Practices – More Icons
• Approved courses for Certification and CEUs• New and popular courses
Best Practices – Student Reviews
Today's student relies on the experience of others to support their purchasing decision
– ed2go's course description pages include past students' feedback
– You can use any of the student comments on your website or within your print catalog
Best Practices – ed2go Marketing Templates
You have access to free marketing collateral on the Partner Marketing Support page– Keep your print
content fresh; take advantage of available ed2go marketing resources
– ed2go marketing support available upon request
Success with ed2go Marketing Templates
Santa Rosa Junior College
– Switched from using an internally designed 1 page piece to an ed2go 1 page piece
– That was the only change
– YOY increase of 300% to 500% in various months
Best Practices – Career Pathway Ads
• New ads!• Students can
explore a career and build skills by combining multiple courses
Best Practices – Financial Aid Information
Various private loans or government supported subsidies are available for your students. It's a great idea to remind your students if applicable.
– Private ed2go loans available for Career Training Programs
– Employer Supported Tuition and Fees
– Workforce Investment Board Funds
– Military Funds (MyCAA, Tuition Assistance, GI Bill, etc.)
Best Practices – Offer Discounts
Encourage early registration and multiple registrations from individual students with discounts.
Use Direct Mail as part of an Integrated Marketing Strategy
• Use your catalog to drive people to your website
• Use your catalog and website in direct support of each other
Connect with Your Account Manager
• Provide us with a digital version of your latest catalog for review. We’ll provide feedback and recommendations for your next publication.
• Reach out and request examples of partner catalogs featuring our best practices.
• Share successes that have resulted from implementing our recommendations.