The Rise of Online Community Marketing in International Education

Andrew Jackson - IT Manager - Community & Marketing Boris Remes - Assistant Director of Admissions

Bodwell High School, 955 Harbourside Drive, North Vancouver, BC www.bodwell.edu

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International EducationWhy is Community Marketing so relevant?

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Community Stakeholders1. Students

1. Current 2. Alumni 3. Prospective

2. Parents 1. Current 2. Alumni 3. Prospective

3. Staff 4. Marketers, Educational Consultants & Agents 5. Neighbours & Local Community 6. Interested Parties

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Inbound Versus Outbound Marketing

Marketer-driven Disruptive

Product-based Hard Sell

e.g. Traditional Marketing such as print media, school fairs

Consumer-driven Content-rich

Solution-based

e.g. Online Community Marketing such as blogging, social media, SEO

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Online Inbound Marketing Strategies

1. Content Marketing (e.g. blog, webinars)

2. SEO - Search Engine Optimization

3. SEM - Search Engine Marketing

4. Referral and/or Affiliate Marketing

5. Email Marketing

6. SMM - Social Media Marketing

7. SMO - Social Media Optimization

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Bodwell High School | Case Study

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Online Marketing Goals1. Increase Online Applications

2. Increase Online Reviews

3. Increase Online Inquiries

4. Increase Size of Community (Fans, Followers, Emails)

5. Increase Community Engagement

6. Increase Traffic to Website

7. Increase Goal Conversions on Website

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It All Starts Here…14

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Website Traffic16

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Goal: Apply Online18

Online Reviews19

Online Inquiries

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Online Community Challenges

1. Languages & Locations

2. Measuring What Matters

3. Managing Online Reputation

4. Earned Media, UGC & Referrals

5. Mobile Marketing

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Thank You & Please Connect

Bodwell Boris Andrew

bodwell.edu boris@bodwell.edu andrew.jackson@bodwell.edu

@MyBodwell @BorisRemes @MrVanDigital

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