1 / 39

FE Marketing Secrets

FE Marketing Secrets. Stefan Drew. Welcome and housekeeping. Housekeeping – fire, toilets, breaks …….. and mobiles Please do NOT turn off your mobile Please turn you mobile to vibrate mode … and be ready to speak to the media Handouts available plus online copies. Introduction. Name

alvaro
Download Presentation

FE Marketing Secrets

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. FE Marketing Secrets Stefan Drew

  2. Welcome and housekeeping • Housekeeping – fire, toilets, breaks …….. and mobiles • Please do NOT turn off your mobile • Please turn you mobile to vibrate mode … and be ready to speak to the media • Handouts available plus online copies

  3. Introduction • Name • Organisation / Role • Biggest Marketing Challenge

  4. Course objectives At the end of the course you will understand how to – Reduce marketing costs Automate significant amounts of your marketing Test, Measure & Improve your marketing strategies and techniques Engage prospects & customers more effectively Simplify Your Marketing Use existing customer relationships effectively The above strategy can be utilised in all the markets you work in e.g. with employers, 14-19, HE, etc.

  5. 09.30 Registration and Coffee 10.00 How to increase applications and save £180k: A practical FHE Marketing Strategy that works 11.15 Coffee 11.30 Low cost Employer Engagement Strategies to engage hundreds of businesses a day .. And converts them into customers 12.30 13-15 Lunch 13.15 Free and low cost marketing techniques for FHE: a pragmatic approach 14.15 Coffee 3.00 Putting it into Practice: Defining a way forward that will work for your Institution 15.30 Summary of the day and final questions . 16.00 Close Seminar Programme

  6. Chatham House Rules • Seminar (small group) Ask questions Join in • Use Resources (now and later)

  7. A practical FHE Marketing Strategy that works This isn’t theory .. It works! A true story ….. How to increase applications by 31%, build a new website and save £180k

  8. Case Study - What I discovered • Good staff • Big budget • Poor website • Long queues • ROI poorly measured • Staff not regularly trained/updated • No link between College strategy and marketing

  9. 11.15 My Strategy • Reduce costs – 100s of free tools • Automate as much as possible • Test, measure, improve – provide evidence of ROI • Engage more effectively • Simplify processes • Segmentation –customer profiles HOW? • Ask questions – assume nothing, (mystery shopping) • Listen -ask why! • Take ACTION plans only work when actioned • Trust staff – your greatest asset • Tell & Listen demonstrate and get people on board • SunTzu 2500 years of wisdom .. Read it

  10. 12.30 Low Cost Employer Engagement Strategies How to engage hundreds of businesses a day ..… And convert them into customers NB Many of these tools work for other FHE segments as well

  11. 12.30 Events

  12. 12.30 Events • Topic is vital .. Must interest audience E.g. How to market your business without spending money • Market via joint ventures, social media (esp. LI), media releases, word of mouth, website(s), CRM, “newsletter”, get “repeat business”, etc. • Good speakers • Tweet as you go… automate or use technician • Video and use on Google Hangout?

  13. 12.30 Open Evenings for Adults Use EventBrite • It automates admin processes • It’s free for free events • Avoid long queues by pre-booking • Provides contact details etc. as CSV file • Sends reminders • Can send post event emails attendees/non attendees • Can send surveys SurveyMonkey • Links to PayPal if used to sell courses

  14. From 16-19 event but demonstrates principle

  15. 12.30 Taster Sessions for Adults Would you buy a car without a test drive? • Short sessions work best • Convincer or to Keep Warm • Bring a friend • Teaching staff benefits .. Get to know students

  16. 12.30 Webinars • Can study from home/office • Can be recorded to email / attend later • Long reach .. National & overseas penetration • Builds a Community • Interactive .. Surveys, raise hand or audio • Low cost • www.gotomeeting.co.uk/fec/Also consider Google Hangouts • www.gotomeeting.co.ukfor video conferencing

  17. 12.30 Autoresponders • Aweber, MailChimp, Constant Contact, InfusionSoft etc. • Simple installation • Simple to change/test & manage

  18. 12.30 • Don’t hide it .. Full profile on every relevant page • Offer a report or whatever of INTEREST • Don’t say “sign up for newsletter” • Ask for basic info only .. More decreases signup • Lots of systems but you need to be able to manage unsubscribes, tagging, moving groups, bounces, etc.

  19. 12.30 “Newsletters” • Free Advice NOT news or sales • Emailed versions are very powerful • Include in email or on website • On website can encourage response • Include different media (learning styles) Text, video, audio, Send regularly - few topics only … tail off effect

  20. 12.30 CRM systems • Most colleges have lots of d/bases and scraps of paper • Need one centralised system • Link to overall strategy and marketing plan • Not a sales tool (in most cases)! It is for engagement via an established process

  21. CIM Courses on Google + OCM offer full CIM courses online via webinars

  22. Sales Techniques • Base sales on previous impact / success • What was achieved last time, what was it worth, what do they need help with now? • Record details on CRM

  23. 12.30 LinkedIn • Groups • Research tool • Advertising platform • More ……..

  24. Skype • Reduce costs • Accessibility • Talks employers’ language

  25. 12.30 Employer Groups • Pershore College • Honorary Fellow • Pershore Forward Group • NOT a curriculum group • 24/25 industry leaders agreed to support • External Chair (acceptable to all) • Gave advice and support • Saved money • Positive media profile • 4+ years .. Still going strong

  26. 12.30 Networking • Need a strategy • Build rapport • Demonstrate value • Ask right questions .. If I could help you with that would you be interested? • Not just offline

  27. Free and low cost marketing techniques for FHE: a pragmatic approach Responsive website • Drupal 7 open source so free • CMS • Course database (one version of the truth) • Curriculum access • Virtual College • Online payments • Recommended books • Pubble

  28. www.SouthEssex.ac.uk Navigable - logical Visible Contact details QA function Pubble Single CMS & D/base – one version of truth Prospectus Saving

  29. 3.00 CMS Marketing need to control this ….. NOT IT Allow curriculum and support services to use as well Put courses on auto-archive Use double moderation

  30. SEO • DIY SEO, keywords, meta/alt tags, links, • CONTENT – (inc business info), relevant to audience • Video & audio give dwell time • E.g. • Getting in the media audio • Video .. Next slides

  31. URLs & Simple Communication www.advancedthinkingstrategies.co.uk www.AdvancedThinkingStrategies.co.uk

  32. Google Analytics • Use everyday … all marketing staff • Set goals • Set sales funnels • Analyse which sites send profitable traffic • Hotcourses, Yell (hibu), local papers, etc. • Analyse just about anything .. Segments, traffic source, mobile devices, etc. etc. etc. • Your websites powerhouse

  33. Video • NOT just College videos • Content based videos • Warwickshire College

  34. 3.00 Make line drawing videos .. Without a camera

  35. Make videos from stills http://www.youtube.com/watch?v=DJdnr-x8G2c

  36. 3.00

  37. More video tools Please download Marketing Secrets Part 2 Final Cut Pro Camtasia Snaggit screen capture tool

More Related