How should you get the word out about your school? Search doesn’t seem to work. Social posts don’t get shared. Emails don’t get opened. So what does work? And why do other schools get more applicants? Join us as we show you the most effective ways to market your school and how to analyze the competition. This session will give you easy-to-implement best practices to take your marketing to the next level. (Bonus! Get a must-have checklist of the best marketing tools every school needs.)

1. 10 Easy (and Inexpensive) Ways
to Market Your School

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MEET TODAY’S NOODLE TEAM
Sheryl Simonitis
VP, Consumer
Marketing
@ssimonitis
Grace Daley
VP, Provider
Marketing
@

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helps parents and students
make better education decisions.

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HELP CONNECT LEARNERS TO THE RIGHT SCHOOLS

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9 in 10
They Begin with an Open Mind
of education researchers don’t know which school
they want to attend as they initiate their journey.

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CLAIM YOUR PROFILE

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1. WHAT PARENTS LOOK FOR IN SCHOOLS
Most important reason for choosing a private school for my child
Response Percent
Better education 28.2%
Religious education 28.1%
Better learning environment 10.9%
Improved student safety 7.0%
Smaller class sizes 4.4%
Better preparation for college 4.2%
More attention to unique needs of my child 4.1%
More individual attention to my child 3.3%
Other 3.1%
Better school discipline 2.1%
Greater sense of community 1.1%
Better teachers 0.8%
Other students would be a better influence on my child 0.7%
More responsive administrators and teachers 0.5%
Other parents would be more concerns about their children’s
education
0.4%
More tutorial and other supplemental learning services than at a
public school
0.4%

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• Who they are
• How they found you
• Why you
• All in one: client heart beat, qualtrics
• Long-form: surveymonkey, surveygizmo
• On your website: qualaroo
2. REACHING YOUR CUSTOMERS

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PARENTS ARE SEEKING INFORMATION
What steps would you take to get the desired information about
private schools?
Response Percent
Ask to tour the school 92.8%
Ask neighbors, friends, relatives, or other parents
for their views
77.9%
Attend an information meeting for potential
families sponsored by the school
76.5%
Review information available on the internet 65.0%
Ask to observe a class being taught 57.2%
Ask to meet privately with the head of school 49.2%
Determine how convenient the private school is
to where I live
48.0%
Other 2.0%
Confidence in obtaining information on my own
Response Percent
I believe I could typically get enough
information to make an informed decision
83.3%
Unless the private school provided me
additional information, I would be unable to
make an informed decision.
16.7%
If a private school declined to provide you with some of your
desired information, would it impact your decision?
Response Percent
It would impact my decision 79.2%
It might impact my decision 20.0%
It would not impact my decision 0.08%

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3. LEVERAGE SOCIAL

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Tweets posted
pieces of content shared on Facebook
277,000
2.5 million
160 million emails sent
EVERY MINUTE…
INTRODUCTION

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ONE ACTIVE USER
IS A BIG DEAL.
They each have 140 friends. And their
friends each have 140 friends.
Therefore, 1 piece of great content has
the chops to reach 2.7 million people
within just 4 generations.
– Justin Waite
140
19k
2.7m
SOCIAL MEDIA

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YOUR WEBSITE HOLDS THE KEY

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83%
They Look to Discover What’s Out There
of query paths begin with non-branded terms.

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4. SCHOOL WEBSITE

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PARENTS ARE SEEKING INFORMATION
What steps would you take to get the desired information about
private schools?
Response Percent
Ask to tour the school 92.8%
Ask neighbors, friends, relatives, or other parents
for their views
77.9%
Attend an information meeting for potential
families sponsored by the school
76.5%
Review information available on the internet 65.0%
Ask to observe a class being taught 57.2%
Ask to meet privately with the head of school 49.2%
Determine how convenient the private school is
to where I live
48.0%
Other 2.0%
Confidence in obtaining information on my own
Response Percent
I believe I could typically get enough
information to make an informed decision
83.3%
Unless the private school provided me
additional information, I would be unable to
make an informed decision.
16.7%
If a private school declined to provide you with some of your
desired information, would it impact your decision?
Response Percent
It would impact my decision 79.2%
It might impact my decision 20.0%
It would not impact my decision 0.08%

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ADMISSIONS

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PERFORMANCE & OUTCOMES

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VIRTUAL TOUR & VIEW BOOK

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INQUIRE & THANK YOU PAGE

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5. VIDEO ADVERTISING

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2 3
To Get to Know a School,
Learners Look to Video
of researchers who use video do so to
understand specific features of a school.
out of

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AQUISITION

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6. SEARCH (PAID)
Paid ads
Paid ads
Organic listings
Local listings

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DON’T OVERTHINK IT

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HOW DO PEOPLE SEARCH?

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YOU DON’T NEED TO REINVENT THE WHEEL

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HOW MUCH CAN YOU AFFORD TO SPEND?
Channel Visits Spend
%
Inquire
Inquires
App Start
(28day) %
App
Starts
Registration
(28day) %
Expected
Registers
Marketing
Cost per
Registered
Fixed
Overhead
Sales
Costs
Total Cost
Acquisition
% Tuition
Website -
Direct
300 0 12% 36 20% 7.2 12% 0.864 $- $1,500 $5,000 $7,523 25.08%
SEM 3000
$13,500
8% 240 5% 12 20% 2.4 $5,625 $1,500 $5,000 $8,333 27.78%
Ad Buy -
Other
5000
$10,000
12% 600 2% 9 10% 0.9 $11,111 $1,500 $5,000 $18,333 61.11%
Annual tuition: $30,000

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PAID ADS (SEM)

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PAID ADS (SEM) – LANDING PAGE

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AQUISITION

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GOOGLE YOUR SCHOOL

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7. PUBLISH CONTENT THAT PEOPLE WANT

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TAKE AN INVENTORY OF THE RESULTS

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8. GOOGLE LOCAL

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GOOGLE LOCAL

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GOOGLE LOCAL

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EXPAND YOUR DIGITAL PRESENCE

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LEADING LOCAL REVIEW SITES IN EDUCATION

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9. ORGANIC LISTINGS (SEO)

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10. EMAIL MARKETING
Why Is email marketing
important?

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Does email make you feel like this?

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With 182.9 billion emails sent
per day, email marketing
remains one of the elite
channels for communication.

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CLAIM YOUR PROFILE

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TRACK EVERYTHING

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SET-UP ALERTS
TOOLS FOR
MONITORING
MENTIONS
With a good plan in place, the next step
is organizing and monitoring.

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In Summary
Get to know your customers
Define your customer lifecycle
Think of your website as an acquisition tool
Back into your budget
Have a presence at every stage of the funnel
Track everything

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TOP 10 RECAP
1. Research
2. Know Your Demo
3. Social Media
4. School Website
5. Video Marketing
6. Paid Search
7. Organic Search
8. Local Listings
9. Content Marketing
10. Email Marketing

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APPENDIX
Inquire & Thank you
Guides to form optimization:
https://qualaroo.com/beginners-guide-to-cro/landing-page-optimization/
http://moz.com/blog/most-entertaining-guide-to-landing-page-optimization
http://www.quicksprout.com/landing-page-optimization/

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APPENDIX
Paid ads (SEM)
http://blog.hubspot.com/blog/tabid/6307/bid/33283/A-Simple-Guide-for-
Setting-Up-Your-First-Google-AdWords-Campaign.aspx
https://blog.kissmetrics.com/profitable-google-adwords-campaign/

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APPENDIX
Google Local
http://www.google.com/business/
http://moz.com/local-search-ranking-factors
https://support.google.com/business/answer/2911778?hl=en

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APPENDIX
Track everything: Getting started checklist
http://www.google.com/analytics/learn/setupchecklist.html
http://www.koozai.com/blog/analytics/the-complete-google-analytics-event-
tracking-guide-plus-10-amazing-examples/
https://support.google.com/analytics/#topic=3544906