Trade  Secrets  MARKETING  TOOLS  FOR  THE  ADMISSIONS  OFFICE  

Presented  by  

Annual  Mee>ng  •  Chicago  •  September  2012  

What  Were  You  Hired  to  Do?  

Enroll  and  Retain  Students?   Market  the  School?  

Marketing  for  Enrollment  

ì  Brand  development  

ì  Marke>ng  strategy  

ì  Website  strategy  and  content  

ì  Viewbook/search  strategy  and  design  

ì  Bump  campaigns  

ì  Yield  campaigns  

ì  Ad  concepts  and  placement  

ì  Social  media  campaigns  

ì  Crea>ve  oversight  

ì  Photography  

ì  Video  

ì  Analy>cs  

ì  Reten>on  marke>ng  

ì  And  more…  

• Stealth  Applicants  • Global  Word  of  Mouth  • Brand  Power  • Social  Media  Buzz  

It’s  Not  the  Same  Old  Funnel  Anymore  

Basic  Tools  ì  Don’t  Leave  Home  Without  These  

FIRST  AND  FOREMOST  

BRAND  

THE  FOUNDATION  UPON    WHICH  EVERYTHING  ELSE  IS  BUILT  

Brand  Equation  

     Graphic  Iden4ty  

+  Dis4nguishing          Characteris4cs  

                                   =  Brand  

Graphic  Identity  Style  Guide  

Editorial  Style  Guide  

ì  Boys  school  or  Boys’  school  

ì  Ninth  Grade  or  9th  Grade  or  Grade  9  or  Second  Form  

ì  The  Leaf  Academy  or  Leaf  Academy    

ì  the  School  or  the  school  

ì  Director  of  Admission  Jane  Doe  or  director  of  admission  Jane  Doe  

ì  Director  of  Admissions  or  Director  of  Admission  

ì  JK  or  J-­‐K  or  PreK  or  Pre-­‐K  or  PK  

Editorial  Style  Guide  

ì  Common  spelling  errors:  Indicia  not  indeesha;  Sta>onery  not  sta>onary;  its  vs.  it’s;  there  vs.  their  

ì  Acceptable  names:  The  Leaf  Academy  vs.  Leaf  Academy,  LA,  Leaf,  the  Academy,  TLA,  etc.  

ì  Terms  related  to  the  school  

ì  Mascot  

Editorial  Style  Guides  to  Lead  The  Way  

Online  References  

ì  Dic>onary  

ì  Thesaurus  

ì  Quote  bank  

ì  Grammar  “Ladies”  

Source:  hbp://www.copyblogger.com/grammar-­‐goofs  

Marketing  Strategy  &  Plan  

STRATEGY  ì  Outline  goals    

ì  Integrate  efforts  

ì  Align  with  brand  

ì  Coordinate  delivery  

ì  Assess  results  

ì  Adjust  strategy  

PLAN  ì  Ac>on  item  ì  Budget  ì  Deadline  ì  Responsible  party(ies)  ì  Goal  ì  Results    

KD  Paine  

ì  Super  Six  Steps    to  Effec>ve    

PR  Measurement  

• Define your objective(s)

• Define your audience(s)

• Define the metrics you will use

• Benchmark this against " yourself or your competition

• Pick your measurement tool

• Analyze the results

Partners  Who  Will  Make  You  Look  Good  

ì  Trusted,  quality  printer  who  also  does  digital  prin>ng  

ì  Quality  mail  house  (unless  printer  does  mailings)  

ì  Specialists  in  working  with  academic  ins>tu>ons  for  ì  Marke>ng  ì  Design  ì  Photography  

ì  Proofreader  (in-­‐house?)  

ì  Transla>on  service  

Tools  for  the  Trenches  

ì  Pantone  color  books  

ì  18-­‐24  inch  ruler  

ì  Envelope  size  chart  with  corresponding  insert  sizes  

ì  Frac>ons  to  decimals  chart  

ì  Bulk  mailing  permit/indicia  

ì  Business  reply  card  and/or  envelope  permit  

ì  Proofreader’s  marks  chart  

ì  Design  sokware:  Adobe  Crea>ve  Suite  (InDesign,  Illustrator  and  Photoshop)  

ì  11  x  17  inch  or  larger  printer  

ì  Good  quality  digital  camera  for  s>lls  and  video  

ì  Digital  archiving  sokware  like  Adobe  Lightroom    

ì  Self-­‐Assessment:  Are  You  Ready?    

Website  

Viewbook  

WILLIAM PENN CHARTER SCHOOL

! " # $ " % ! " &

Social  Media:  Pinterest  

WHAT’S  THE  INTEREST  IN  PINTEREST  WEBINAR:  hbp://www.edsocialmedia.com/2012/08/webinar-­‐recap-­‐whats-­‐the-­‐interest-­‐in-­‐pinterest/  

Social  Media:  Twitter  

Social  Media:  Blogs  

Social  Media:  Facebook  

Social  Media:  YouTube  

Assump>on:  hbp://www.youtube.com/watch?feature=player_embedded&v=5vaHvgZm3kY    Putney  School:  hbp://putneyschool.org/content/putney-­‐video    Delphian  School:  hbp://www.youtube.com/watch?feature=player_embedded&v=jPFfcPfoQ5Y#!  

ì  Knowledge  is  Power  

Follow  the  Social  Media  Leaders  

ì  hbp://www.edsocialmedia.com/  

ì  hbp://www.schneiderb.com/  

ì  hbp://blog.hubspot.com/  

ì  hbp://doteduguru.com/  

ì  hbp://www.madelinesenkosky.com/  

ì  hbp://www.proctoracademy.org/chucks_corner/  

ì  hbp://engage.tmgcustommedia.com/  

Keep  Up  with  Your  Reading  

NAIS  Enrollment  Management  Handbook  by  Chris>ne  Baker  (Andrea  Jarrell)  

Stay  Current  with    Professional  Development  

CONFERENCES  ì  SSATB  (!)  

ì  TABS  

ì  Essex  Ins>tute  

ì  Crow’s  Nest  

ì  UCDA  

WEBINARS  ì  edSocialMedia  

ì  M.  Stoner  

ì  University  Business  

BLOGGERS  ì  Robert  Sevier  

ì  M.  Stoner  

ì  TargetX  

ì  SchneiderB  

ì  Seth  Godin  

ì  Basset  Blog  

ì  Brian  Solis    

Budget  

20% 20%

20% 20%

40% 40%

40% 40%

60% 60%

60% 60%

80% 80% 100%

80% 80%

Percent Using Publication Tactics Percent Using Other Select Tactics

Percent Using Interactive Tactics Percent Using Social Media Tactics

A snapshot of K–12 marketing spending In March 2010, Lipman Hearne and CASE conducted an online survey about marketing spending and tactics at colleges, universities, as well as a number of independent primary and secondary schools. Here’s what we learned about the current state of marketing at 74 K-12 institutions.

According to the SurveyMarketing/communications was often a collaborative effort:

rather than by the central Marketing department.

student recruitment (open houses, research, and hiring recruiters), alumni communication and engagement, and online social networking.

around print publications, print advertising, and cutting-edge interactive tactics.

The efforts produced results:

positive effects on branding metrics (e.g., visibility). The majority of survey participants also reported positive effects on enrollment. However, fewer institutions reported positive impacts on alumni and other giving.

Average Marketing Budget Allocation

$200,000 The average marketing/communications budget in FY 09.

2% The average portion of an institution’s operating budget allocated to marketing/communications.

62% The percentage of independent schools that were very committed to informing internal audiences about what’s happening on and off campus.

Annual report

Magazine

Admissions collateral

Admissions viewbook

Continuing ed. brochure

Print advertising

Open houses/student recruitment

Media relations

Community relations

Digital/banner advertising

Alumni e-communications

Alumni portals

Major website refresh

Direct-to-online publications

Flash/streaming video

Search engine optimization

Virtual tour

Campaign/fundraising pages

Student blogs

Online chat

Virtual recruiting fairs

Facebook

Word-of-mouth marketing

Monitoring social media sites

Twitter

YouTube

Blogging on the institution’s website

Outside blogs/websites

0% 0%

0%

77%

80% 77%

62%

43%

26%

20%

14%

74% 81%

72%

46%

8% 41%

41%

30%

26%

22%

8%

7%

3%

0%

Other 3%

Print publications 33%

Advertising 21%

Interactive 12%

Direct mail 12%

In-person recruitment 9%

Public relations 4%

Research/planning 4%Social media 2%

A REPORT ON

MARKET ING SPENDING AT COLLEGES AND UNIVERSIT IES

L IPMAN HEARNE KEY INSIGHTS JULY 2010www.lipmanhearne.com www.case.org

SOURCE: Marketing communication activities in FY 09

What  Are  They  Saying  About  You?  

ì  Wikipedia  ì  Google  Search  -­‐  All  ì  Google  Search  -­‐  Images  ì  Google  Alerts  ì  Socialmen>on.com  ì  Flickr  Search  ì  YouTube  Search  ì  Twiber  &  Google  #  (Hashtag)  

School  Name  

Q.  and  A.  

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