Digital Marketing 101 for Charter Schools презентация

2015

A digital marketing strategy can help your charter school overcome obstacles such as fundraising, enrollment, and gaining necessary support from the community.

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WHAT IS DIGITAL MARKETING?

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Define your brand.
What makes your school unique? What is the essence of who you are? Once defined, how will you deliver on your brand promise?

What are you trying to accomplish?
What is a reasonable goal for your charter school? Increasing enrollment, awareness in the community, new facilities, etc. deliver.

Communicate strategically.
What channels will you use to connect with your audience? What is most effective and efficient for your budget and goals? How will you measure results?

YOUR VISION, ADVERTISED ONLINE

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Overarching Objective

Search Engine Optimization
Pay Per Click Advertising
Display Advertising
Retargeting Advertising

5. Video Marketing
6. Social Media
7. Email Marketing

Commonly used tactics:

DIGITAL MARKETING TACTICS

term.

Goal: produce the best user experience.

Best user experience:
Easy navigation
Fast load time
Relative content

Create a strategy to help your website reach the first page of search engines (organic listings).

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1. SEARCH ENGINE OPTIMIZATION (S.E.O.)

searching for your school on search engines.

Advertisers bid in on search terms (keywords) users are likely to use to find their school.

Keyword examples:
“science charter school”
“Phoenix charter schools”

Paid listings use a “Pay-Per-Click” (PPC) system where the advertiser pays for each click on the their ad.

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2. PAY-PER-CLICK (P.P.C.)

potential customers.

Display ads appear next to content on various websites in text, image, or video format.

Best for increasing brand awareness.

Display campaigns can be set up to target audiences in a variety of ways:
specific websites
time of day
geography
etc.

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3. DISPLAY ADVERTISING

Enroll Today!

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website.

Retargeting leverages the user’s familiarity with your brand to encourage them to complete a conversion.

Most users do not convert on the first interaction with your brand.

Keep your brand top of mind when they are ready to enroll, donate, etc.

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4. RETARGETED ADVERTISING

videos worth sharing.

Create a YouTube channel where all of your videos will reside for your audience to view.

Share your videos through social media or blog posts.

Bring your brand to life by creating captivating videos your audience can share.

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5. VIDEO MARKETING

specific targeting criteria.

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6. SOCIAL MEDIA

Twitter Example: @ICANSCHOOL

Connect with your audience instantly, visually and on an individual basis.

Display and retargeting advertising available through these platforms.

Target your audience based on location, industry, job title, etc.

audience who opt-in for your updates.

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7. EMAIL MARKETING

Create personalized messages and newsletters for your leads, customers, and target audience.

Email marketing is cost effective and easy to implement.

Email is easy for users to share and advertisers to track.

Defined

Tactics: The Best Tools for Charter Schools

Exercise: Create Your Digital Marketing Plan

Resources: Where to Follow Up

school? How long will it take to be effective?

Build Brand in Community

Increase Enrollment

Increase Funding for Facilities

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CREATE YOUR MARKETING PLAN

your goal?

Segment your marketing budget on tactics that will help you achieve your school’s specific goals.

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are valuable to your school.
Total Traffic
Click Through Rate
Likes on Facebook

Make changes only when results are conclusive and statistically significant.

Utilize tools that help you track your chosen metrics and measure progress.

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in Community

Increase Enrollment

Increase Funding for Facilities

Paid Search

Organic Search

Retargeting

Display

Social Media

Email Marketing

Dollars Raised

Conversion Rate

Avg. Time on Website

Likes

Website Traffic

Determine your overarching goal:

Choose tactics that will accomplish that goal:.

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Track your progress with quantifiable metrics:

Marketing

Social Media

S.E.O.

Video Marketing

Budget:

Conversion Rate

Click-Thru-Rate

Cost/Lead

Cost/Click

# of Subscribers

Click-to-Open Rate

Organic Traffic

# of Likes/Shares

Referral Traffic

EXAMPLE DIGITAL MARKETING PLAN

$500 per month

1. SEM Marketing

2. Create a blog optimized with relevant keywords

3. Add Parents on Facebook

Tools for Charter Schools

Exercise: Create Your Digital Marketing Plan

Resources: Where to Follow Up

(SEO Software)
The Beginners Guide to SEO
Paid Search (PPC), Display, & Retargeting:
**Google Adwords Certification
The Beginner’s Guide to Setting Up An Adwords Account
The Beginner’s Guide to Adwords Display Advertising
Tips for Creating Effective Display Ads
Create Your First Remarketing Campaign
5 Tips to Maximize Your Retargeting Campaign
Email and Social Media:
Mail Chimp
Hootsuite
Hootsuite Resource Library
How To Set Up Facebook, Twitter, and Every Other Social Media Profile
General:
http://www.lucidagency.com/blog/
http://openstrate.gy/

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101 for Charter Schools

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