PRESENTERS:

Ann Oleson, Founder & CEORobyn Anderson, Vice President

HOW TO BUILD A WINNING CAMPAIGN WITH STRATEGIC CONTENT

TARGET X CRM SUMMIT 2015 | July 21ST

2

3

CONTENT IS PERSONAL

4

CONTENT IS VISUAL

5

CONTENT IS SOCIAL

6

7

8

MARKETING HAS CHANGED

44% of direct mail is never opened

86% skip TV commercials

91% unsubscribe from emails

200 Million say “do not call”

9

PROSPECTIVE STUDENTS ARE ONLINE

of prospective students view college website via mobile devices

of students find college websites to be a reliable sources of information

of students used social media when deciding to where to enroll

Inbound Marketing practices produce

50% 97%

76% more inquires than traditional outbound practices54%

10

SEGMENTATION: THE RIGHT FIT

MESSAGE AUDIENCE

TIME

11

INBOUND MARKETING

CONVERT DELIGHT

Search EngineOptimization (SEO)

Social Media

Personas

Digital Advertising

ATTRACT

VISITORS STUDENTS PROMOTERS

Workflows

Landing Pages

Forms

Segmented Content

Ongoing Engagement

Measurement

STRANGERS

12

STRATEGIC CONTENT CREATION

Informational, the old boring

Compelling, the new awesome!!!

zz z

13

14

ATTRACT

15

ATTRACT

16

SEARCH ENGINE OPTIMIZATION (SEO)

17

SEARCH ENGINE OPTIMIZATION (SEO)

What You Need to Know› Technical assessment (crawl for errors)› On Page optimization and basic keyword research› Thematic keyword development› Off page optimization and link building› Reporting

18

ON-PAGE SEO

1. Content › Clear, concise and compelling› Shows rather than tells› Engaging› Relevant keywords› Fresh

2. Architecture› Search engines can easily crawl pages on site› Speed – site loads quickly› URLs are short and contain meaningful keywords to page topics

3. Search friendly HTML› Titles contain keywords relevant to page topics› Meta description tags describe what the pages are about› Headlines and sub-heads use relevant keywords

19

OFF-PAGE SEO

1. Trust› Links from a trusted, quality or respected web site

2. History› Has the site been around a long time?

3. Opportunities› Admissions Consulting Sites – Clear Admit– Accepted.com

› Government sites› Earned media – Wall Street Journal– Washington Post

20

BLOGGING

Create long-lasting marketing assets by publishing blog articles optimized to get found and generate leads.

• Create content to develop your thought leadership and get found online

• View detailed SEO recommendations for improving your content as you type

• Automatically publish to your social media accounts

21

22

23

CONTENT CALENDARS

THEME OFFLINE EVENTS1/8/14 - 2/11/2014

2/12/2014 - 3/8/2014 Transformative EducationWesley Conference (3/8), Deposit Deadline, Fee Waiver (2/18), Messenger (3/1), Chaplin Gene Schandorff Retiring

3/9/2014 - 4/15/2014 We LOVE giving you your money's worth Spring Break (3/24-28)

4/16/2014 - 5/15/2014 Parents Commencement (5/10), Alumni Weekend (5/9-10), Summer Session 1 begins (5/12)

5/16/2014 - 6/15/2014 Best-of-all-Worlds Location Summer Session 2 begins (6/12) Note: Instagram :)

6/16/2014 - 7/31/2014 Highly Valued Relationships Summer Session 3 begins (7/12)

8/1/2014 - 9/15/2014 Distinctive Undergraduate Traditions

Fall Semester Begins (8/26), New Student Orientation (8/22)

9/16/2014 - 10/15/2014 Division II Athletics

10/16/2014 - 11/15/2014 A Growing, Vital Campus The Call Conference (11/10-13)

11/16/2014 - 12/15/2014 Challenging Yet Accessible

24

SOCIAL MEDIA

• Join into conversations about you or industry topics

• Less formal, more personality, concise, fun!

• Use your content calendar to schedule consistent, on-point posts

• Develop an analytics dashboard to learn how social traffic is converting on your goals

25

SOCIAL MEDIA

26

SOCIAL MEDIA

SOCIAL MEDIA

28

SOCIAL MEDIA

29

SOCIAL MEDIA

30

SOCIAL MEDIA

31

SOCIAL MEDIA

32

PERSONAS

User personas are critical benchmarks for segmentation.

• Provide a deeper understanding of target audiences.

• Creative marketing tools to reference when developing content.

• Help us deliver the right messages at the right time.

33

PERSONAS

High School Henry

Transfer Taylor

• Do I want to go to college?

• Do I want to go to school far away?

• Do I need a concentration?

• Are there other campuses out there I’d like better?

• What schools are closer to home?

• What schools are in the city?

• What major do I want to focus on?

• Where do I want to go to school?

• What size campus is right for me?

• Are my credits going to transfer?

• Is my different major offered?

• Am I going to need to do an extra semester?

• Are there scholarships available?

• Is there early decision available?

• Is my sports team good?

• What is the difference in cost?

• Do I like the professors/deans?

34

PERSONAS

35

PERSONAS

36

COMMUNICATIONS MAPPING

Compelling, the new awesome!!!

37

EMAIL MARKETING

Send personalized, beautiful emails that your prospects will look forward to receiving and measure which messages are most effective.

Collect valuable information on your leads for segmentation, personalization, and follow up by your sales team • Personalize your

message, sender, and subject lines• View detailed

engagement analytics • Choose from a variety of

pre-tested templates

38

Example of a good email -

39

CONVERT

40

CONVERT

Example Campaign

Convert Visitor to a Lead

Meet Professors

Student Success Stories

Info on Campus Visit

Info on Financial Aid

Push towards “apply now”

41

WORKFLOWS

Workflows help us strategize communication touch-points.

• Do we need more conversion points in our funnel?

• Should we focus on building our prospect pool?

• Is there a push for applicants?• Where are we focusing our efforts?

Answer these questions to allocate time and efforts according to your unique goals.

42

WORKFLOWS

We want our users to voluntarily take action.

• Request information• Start an application• Download content• Register for an event• Visit campus• Make a donation

Maps and workflows help us get get users from point A to point B.

43

COMMUNICATIONS MAPPING

Compelling, the new awesome!!!

44

EMAIL MARKETING

Send personalized, beautiful emails that your prospects will look forward to receiving and measure which messages are most effective.

Collect valuable information on your leads for segmentation, personalization, and follow up by your sales team • Personalize your

message, sender, and subject lines• View detailed

engagement analytics • Choose from a variety of

pre-tested templates

45

CALLS TO ACTION (CTAS)

• “Apply Now” is not good enough

46

LANDING PAGES

47

LANDING PAGE & FORM

48

DELIGHT

49

DELIGHT

49

President of Converge, Jay Kelly

Presidential Hopeful, Chris Christie

50

SEGEMENTED CONTENT

51

SEGMENTED CONTENT

52

ENGAGEMENT

53

ENGAGEMENT

54

ENGAGEMENT

Since March 1, 2015…

• 400+ Facebook Page ‘Likes’

• 170+ Twitter Followers

• 290+ Digital Advertising Leads

• 30+ New Applications

• 450% increase in website traffic

55

MEASUREMENT

What is working and what isn’t? Delight your unique audience by giving them more of what your they respond positively to.

• Track how your marketing is performing in terms of visitors, leads & students

• Measure the ROI of your marketing campaigns

• Drill into detailed reports on your performance

• Compare the effectiveness of your marketing channels

56

MEASUREMENT

Analyze how you compare to your competitor’s online presence.

57

Converge 2015

http://convergeconsulting.org/converge2015/

58

Ann OlesonCEO & Founder

ann@convergeconsulting.org

Robyn AndersonVice President

robyn@convergeconsulting.org

Thank you!