Marketing with Student Manager

1. Marketingwith Student Manager An ACEware Webinar

2. Today’s Agenda • What is marketing? – A Primer • Tracking and Source Codes • Interest and Subject Codes • Demographic details • Reporting – Letting the codes talk to us • History - trends, patterns • Knowing thy Customer - analytics • Targeting - • Targeting Promotion • Using Query tools to identify students • Email – Duh! • Evaluation – Tracking – Grading our efforts • Additional Resources

3. According to Wikipedia Marketing is a societal process that is needed to discern consumers' wants; focusing on a product or service to those wants, and to mold the consumers toward the products/services. Marketing is fundamental to any businesses growth.

4. In Short . . . • The right product • At the right time • In the right place • To the right people • At a price they are willing to pay

5. Marketing is not . . . • Sexy Full Color brochures • Email with HTML Foo Foo • Dancing chipmunk web sites

6. For Example . . . Just in time for Valentine’s Day "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing. If the young man tells his date how handsome, smart and successful he is -- that's advertising. If someone else tells the young woman how handsome, smart and successful her date is -- that's public relations." S.H. Simmons

7. To do this . . . You need to focus on • Designing and implementing Codes • Knowing your customer • Build Coding Systems to fit • Evaluating course performance • Report, analyze, study • Step Outside your box…

8. Tracking with Student Manager • Subject Codes • Interest Codes • Promotions • Demographic Data • Historical Data

9. CODING: Name Screen Source Occupation & Organization Codes

10. CODING: Name Screen Make note of a customer’s interest code to help determine future courses

11. CODING: Course Screen Anyone who registers for Belly Dancing will receive the Interest Code “Dance” because it is listed as the subject code of the course

12. CODING: Course Screen Department Code can also be a useful marketing query Don’t Forget Location! (Real Estate)

13. CODING: Registration Screen Tracking codes determine how the student located the course

14. For Instance… Promotion Tracking • Belly Dancing • Email • Newspaper Ad • Quarterly Catalog • Posters • Radio Spot

15. When the registrations come in, how do you know which method was most effective? In Student Manager you use Tracking Codes

16. Statistical Report - Tracking Running a built-in report under statistics shows the following: Reports / Statistics / Tracking Codes, Query by Course

17. Statistical Report When the report is run by tracking code and not by course

18. Statistical Report Running a built-in report under statistics shows the following: Our best methods of marketing were email and the radio ad

19. Reports Marketers should know . . • Reports / Statistics / Demographics • Reports / Statistics / Tracking Codes • Past Course Performance • Prior Year Growth (Deadbeat) • Demographic Summary (Statistics / Names) • Course Data Summary(Statistics / Course) • Life History & Half Life (Deadbeat / Additional) • First Time Course Enrollee (Deadbeat / Additional)

20. Statistics – Names - Demographics Looking at all names in the database Statistics / Names / Demographic Summary All names By Tracking Code

21. How are my courses doing? Statistics / Course / Course Data Summary This report is run by Location, but can Also be run by Subject Code, Day of Class, Instructor, etc. By location:

22. Past Course Performance Want to find your “Top 10” Best performing courses by enrollment? Reports / Statistics / Course / Performance Review (by enrollment)

23. Past Course Performance / Top 10 And of course it can be run by income, CEU’s or hours generated

24. Past Course Performance Compared by year Compare your courses to the previous Month, Quarter, Term, or Year in the Deadbeat area (Alt +D) Under additional reports – Prior Growth

25. Predicting what might interest students Looking at all names we can see that Computers & Management are areas of interest Statistics / Names / Demographic Summary By Interest Code

26. Customer Life History Run by year (optionally by quarter) Life History shows you how long your customers have been customers Deadbeat area (Alt + D) Additional Reports Life History

27. Knowing what we know… • How to get the Goods to the People • Queries ( Review Building Query Webinars ) • Send Snail Mail • Send Email Blasts ( In a future webinar )

28. Stepping Outside the Box • Other Resources to help you Market • Fees do apply

29. CASS Certified Data Export Name records to be CASS certified, (corrections then imported back into Student Manager) Labels and Letters is an ACEware Approved Vendor ( See Web site – Partners/Links )

30. Geodemographic marketing • Classification of neighborhoods according to lifestyle and demographic data • Cluster system of marketing • Addressable, marketable targets • Aaron Donsky – is the expert here Higheredmarketing@gmail.com

31. Geographic Mapping or Plotting • Third Party Software • BusinessMAP – From ESRI • MapInfo

32. Summary • Marketing - 1 % Inspiration – 99% Perspiration • Coding Rocks! • Tracking and Source Codes • Interest and Subject Codes • Demographic details • Reporting – Listening to the codes • Evaluation – Tracking – Grading our efforts • History - trends, patterns • Knowing thy Customer - analytics • Targeting Promotion • Using Query tools to identify students • Email • Additional Resources

33. Questions?? • Please submit questions via the Question/Answer box on the webinar toolbar Upcoming Webinars: Reporting Aesthetics February 14th 2 PM CST Course Construction - Coordinators Febuary 22nd 1 PM CST