This presentation discusses the process of creating a revenue stream at your school using eMarketing as a curriculum topic. The presentation also covers several best practices and tips to improve your marketing efforts for all your programs!

1. It’s not just about your website…
It s about your web strategy.
It’s about your web strategy.
How to Build a Revenue Stream with
H B ild R S ih
eMarketing at Your School
eMarketing at Your School
By Brad Kleinman
Brad@WorkSmart‐eMarketing.com
@ g

2. Agenda
Introduction
•
Statistics and Trends
•
The Case for eMarketing
The Case for eMarketing
•
eMarketing Programming
•
eMarketing Techniques
M k ti T h i
•
Case Study
•
Resources
•

3. 4 Caveats…
• 80/20
• Water from a Firehose
Water from a Firehose
• Have fun!
• Foundations

4. Accountability

5. Accountability
1. Choose a partner
p
2. Introduce yourself
3.
3 Commit to do ONE thing you learn today
Commit to do ONE thing you learn today
4. Connect outside of this webinar
5. Check up with each other ‐ MIH

6. Statistics & Trends
• Community College Trends
– Budgets going down
– Enrollment going up
– Administrators are primarily baby boomers

7. Statistics & Trends
• Social media trends
– Facebook >122M users, >$15B value
– A blog is created every half second
– Over 150K videos uploaded to YouTube every day

8. What the heck is Web 2.0?

9. What the heck is Web 2.0?

10. eMarketing Benefits
Easy to use
•
Easy to quantify
•
Easy to customize
Easy to customize
•
Easy to interact with users
•
Time Efficient
Ti Effi i t
•
Cost efficient
•
High Return on Investment
•

11. Program Strategy
How many participants?
•
Who is the target?
•
How will you market?
How will you market?
•
What is the break‐even?
•
How will you solicit sponsors? Speakers?
H ill li it ?S k?
•
What is the program structure?
•

12. Structuring Your Curriculum
• Workshops and Seminars
– Mix lecture with group activity and speakers (Kauffman)
Mix lecture with group activity and speakers (Kauffman)
– 4 X 2 hr speaker series
– 8 X 2 hr facilitated series
• Webinars
– Up to 1000 participants
– Experienced panelists
p p
– Built in eMarketing
• Conferences
– N ti
National keynote speaker and regional experts
lk t k d i l t
– Breakout sessions and MIH components
– Revenue stream driven from registrations and sponsors

13. Soliciting Speakers & Sponsors
1) Establish advisory board
2) Weave your MAT
3) Send out RFP
Send out RFP
4) Decide on breakouts
5) Work with foundation office
W k ith f d ti ffi
6) Market like crazy!

14. Keynote & Breakout Speakers
• Make sure they focus
on VALUE not SALE
• Take advantage!
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– Video brochure
– Teaser information
– Leverage their contacts
– Potential sponsors
Potential sponsors

15. Establish Strategic Partnerships
1) Promotion & exposure
2) Connection to speakers & sponsors
• Organizations to target
– Chambers of commerce
– SBA / SBDC
– Entrepreneur Groups
– Business Organizations
– Minority Organizations

16. Create your Marketing System
Microsite
Traditional Email
SMO Video
SEM CRM

17. Traditional Marketing & CRM
Track your customers!
•
Make phone calls
•
Network around the region
Network around the region
•
Leverage PR department
•
Traditional collateral
T diti l ll t l
•
– Postcards
– Flyers
– Brochure

18. eMarketing Best Practices ‐ Microsite
1.) Make it EASY to buy
2.) ENGAGE your users
2 ) ENGAGE your users
3.) Make sure you GET their email

19. eMarketing Best Practices – Email
1. Focus on users needs (80%/20%)
2. Have a call to action
3. Track results and follow‐up
3T k lt d f ll

20. eMarketing Best Practices – SEM
1. Use title tags
2. Key in to your keywords
3. Inbound links!
3Ib d li k !

21. Use Social Media

22. Capture Success!!

23. More Resources
• Online Webinars
– (N t bi
(Next webinar 1/15/09)
1/15/09)
• Monthly newsletter
– (Starts in a few weeks!)
(Starts in a few weeks!)
• Austin Texas eMarketing Events
– (1/28/09)

24. It’s not just about your website…
It s about your web strategy.
It’s about your web strategy.
Contact me to learn how to use
eMarketing to grow enrollment and
eMarketing to grow enrollment and
create a revenue stream at your school
Brad Kleinman
Brad@WorkSmart‐eMarketing.com