Online/Digital Marketing for Schools February 14, 2018 Keys to - - PowerPoint PPT Presentation
Online/Digital Marketing for Schools February 14, 2018 Keys to Success Remember Your Marketing PITCH: - Pride Constantly remind people including yourself what an amazing place this is. - - Intentionality Move from All Are
Online/Digital Marketing for Schools
February 14, 2018
1.
Contact Information
2.
School Information
3.
Directories
4.
News & Announcements
5.
Resources
6.
Calendar
Most Elements:
http://stanneschoolbarrington.org/
http://www.stbarnabasparish.org/sc hools/stbarnabas/
http://www.sjasaints.org/
http://www.sttheresaschool.com/
All 11 Elements:
http://smowschool.org/
http://stapostleschool.com/
What should you write on your website? Stuck for content?
See the following suggestions for help:
staff, volunteers, parents
– find a hook to connect your school to that trend people search for)
learn
subject – new teaching tool, new fundraiser, new program, etc.
for advice and share it online
resources
is significant to your school and/or education
catchy article headlines is key
related to teaching, classroom, fundraisers, programs, etc.
Important lessons learned since becoming a teacher, principal, marketer, etc.
Source: www.ragan.com
Printable .pdf version here: http://bit.ly/2BrS44T
posted on their sites.
requirements and procedures on their sites.
availability and procedures on their sites. It is also important that financial aid availability be communicated in all flyers, ads, and external communications.
rough percentage of students receiving aid also be listed on the site.
access and add information
parents can pay the registration fee
families and siblings of returning students
If you use Google Forms, this is how data is collected and stored in a Google Sheet once a parent has completed an interest form. You may add columns such as “Notes” so that you can track follow-up with families.
https://goo.gl/WNzUea Time to Browse
Take time to take a look at other schools’ websites.
school, would this website meet my needs?”
send my kids to this school based on what I see on this site?”
Northside Catholic Academy: www.northsidecatholic.org/ (Edlio) Infant Jesus of Prague Parish: www.ijpparish.org/
www.smowschool.org/ (Educational Networks) Pope Francis Global Academy: www.pfgacademy.org/
www.stjoseph-libertyville.org/ (eCatholic)
www.sttheresaschool.com/ (Edlio)
www.sjscatholic.org/ (Edlio) Frassati Catholic Academy: www.frassaticatholicacademy.org/ (Wix)
www.spc-school.net/ (Strategically Digital) Our Lady of Mount Carmel Academy: www.olmca.org/ (Educational Networks)
Example Sites
If you would like, please ask your peers to review your site and offer to do the same for
Get the SCOOP
Building Your School’s Brand Online
Meet et The he Brown
Proud St. Benedict Family, Browntown Communications, My B.I.
Welcome Get the scoop: Digital Marketing as a S Sundae Step 2: Ice Cream Step 3: Whip Cream Step 4: Toppings Step 1: The Bowl Step 5: The Cherry on Top
DIGITAL MARKETING AS AN ICE CREAM SUNDAE
Building a successful digital marketing presence is a lot like creating a delicious ice cream sundae. The order in which you build is critical to your success.
Advertising & Other Activities: Your choices for how you promote your school online are endless, just like your topping choices for your sundae. Free Online Listings: The whip cream! Even if you aren’t sharing anything about your school online, a host of directories are – tell them what to say. Purpose: The cherry on top is creating your digital marketing plan with intention and purpose. Website: Just like the bowl is to the sundae, your website is the foundation to your digital marketing efforts. Content & Optimization: Often overlooked, creating and posting regular, optimized content is the ice cream, or the workhorse, or your efforts.
WEBSITE ESSENTIALS
When a website is responsive, it adjusts to the size of the user’s screen.
#1: RESPONSIVE
80% of Internet Users own a Smart Phone. Google penalizes websites that are not mobile- friendly, pushing non-responsive websites lower on search results. Your website should be able to grow and integrate with developing technology. FLEXIBLE & WELL SUPPORTED What do you want people to do when they visit your site? At minimum, they should be able to contact you and to leave their information for follow-up. LEAD CAPTURE & CONTACT INFO Google Analytics is free, and gives you information about the types of traffic your website is receiving. REPORTING Website pages are best optimized for one key term. Having
you can optimize. MORE THAN ONE PAGE
GOOGLE ANALYTICS
At minimum, look at web traffic overview and acquisition report monthly.
EXAMPLE ANALYTICS
THE ICE CREAM: CONTENT & OPTIMIZATION
CONTENT IS KING
A good rule of thumb is 300 words of text, with the keyword in the headline, first sentence, and elsewhere in the text. Copied content is penalized by Google.
UPDATE CONTENT REGULARLY
01
Every person digests information differently. Include photography
to action.
INCLUDE PHOTOS
02
Select a keyword or phrase for every page of content or blog post you include, as well as for your photo and video assets. Use an SEO plug-in like Yoast.
OPTIMIZE
04
Video is another great way to present your product or services. As a bonus, Google loves video, so your site will rank better.
VIDEO TOO
03
Content is royalty in the digital marketing world. Not only does it tell search engines and consumers what you do, but it also affects how well your online advertising will work.
REPEAT!
CLAIM YOUR SEARCH LISTINGS
GOOGLE PLACES
01 01
GREAT SCHOOLS
02 02
Using website content and photography to claim your free, online search listings.
SUPERPAGE GES
03 03 04 04
MAPQUEST
SEARCH LISTINGS CAN HELP YOU STAND OUT
DON’T RUSH THE TOPPINGS
Begin with basic Google AdWords text ads, build keyword list from user perspective, measure (up to 2 weeks), modify, repeat.
SEARCH ENGINE MARKETING
Once you have a few video assets, you can easily advertise those videos on YouTube for an average of 11 cents per view.
MULTIMEDIA
Facebook, Instagram and Pinterest should align you best with your school audiences.
SOCIAL MEDIA
89 percent of mobile media time is spent on
text directly to a captive audience.
CREATE A SCHOOL APP
THE CHERRY ON TOP: PURPOSE & INTENT
HAVE A PLAN
DEFINE NE YOUR AUDIENCE CONSIDER TRENDS & SEASONALITY EXECUTE, WITH FLEXIBILITY
Source: www.ragan.com
Use keywords and phrases in your digital content, on your website, and on your social media platforms.
determine which keywords are currently driving the most people to your website
According to Hubspot.com there are several tips for keyword research that will help you rank in searches on search engines:
are still viable
Source: www.hubspot.com
Primary Key Words: most important words that should be featured on the website
Secondary Key Words: words that may attract additional visitors to the website
SEO is a great strategy to ensure visibility for your website and social media
Media Guide)
Source: www.ragan.com
As mentioned in the SEO section, prospective families, donors, and others will search the website for information on schools. Remember that more than 80% of internet users use the search
it is very important your school profile is up-to-date with current data and positive reviews.
Online School Review websites:
Online Search Engine and Social Media review sites:
School review sites:
www.GreatSchools.org
WIKIPEDIA https://en.wikipedia.org
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Social media is a great RETENTION TOOL for schools!
Only use each of these sites if you are prepared to maintain it and communicate regularly with an audience. If you can only maintain one platform, go with Facebook.
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Source: www.ragan.com
Also keep in mind…
START WITH YOUR BRAND POSITION/VALUE PROPOSITION
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your official page.
to accounts
short
Visitor, your local parish
(Instagram)
(#TBT), #FlashbackFriday
to be cost effective.
talking and can be in small increments.
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topics
information, etc.
channels
video
Taylor Shufford
Step 1: Which platforms would beneficial to your school?
platforms need more interaction?
prospective parents use when researching schools?
would you like your parents to attend?
What can your Facebook benefit from?
Place the icons on the BINGO sheet with a brief explanation for parents at the bottom.
1. Like us on Facebook: St Sylvester School 2. Like us on Facebook: Like St. Sylvester Parish
3. Leave a google review: Leave a review of St. Sylvester School in the review section 4. Invite 5 Friends: Invite 5 friends to like St. Sylvester School on Facebook 5. Follow us on Facebook: Follow St. Sylvester School on Facebook 6. Alumni Testimony: If you or your child are graduates of St. Sylvester place a memory on Facebook 7. Share on Facebook: St. Sylvester post promoting the school 8. Review us on Facebook: Leave a review of the school on St. Sylvester School Facebook
Utilize the testimonals from Social Media Bingo for marketing material. Family Testimonies can also be used for strategies such as #TestimonyTuesday.
If your parish has a Facebook take advantage of it!
Interaction with Parish Social Media can: 1. Help promote school events 2. Invite parents to Parish events 3. Create a connection between church and school 4. promote the school to parish members who do not have children attending school
Does your school have a Instagram?
summer 2017. We had no data to run off of to see if parents would take well to the new addition.
@StsylvesterSchool
@StsylvesterJH
The use of Instagram can go further than just your school's page. 1. Promote events and tag local Instagram page (@Logansquarist, @LoganSquareEvents) 2. Regrammed by other Instagram pages (Chicatholicschools) 3. Tagged in post by those who visit your school (@musichousechicago) 4. Utilize relatable hashtags that will draw attention to page (#TCS, #Scholarship, #AdvanceEducation) 5. Create more than one instagram and allow students to “Takeover”
Does your school have a Twitter?
summer 2017. We had no data to run off of to see if parents would take well to the new addition.
Follow us on Twitter: @StSylvesterCS
Though our Twitter has not been a huge success amongst parents with only 47 followers total. After analyzing the data for post views and shares, it has some benefits and we will try to increase the following with the next round of Bingo.
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Director of Enrollment Marketing klewis@archchicago.org
Marketing and Enrollment Manager, Vicariates 1 and 2 nwalton@archchicago.org
Marketing and Enrollment Manager, Vicariates 4 and 5 jgraber@archchicago.org
Marketing and Enrollment Manager, Vicariates 3 and 6 mdaly@archchicago.org
Marketing and Enrollment Manager, Turnaround Schools fhorton@archchicago.org