Marketing and online advertising tips for schools and summer camps, with a specific angle of connecting with middle to upper income families. Learn about advertising online, in directories, bidding on google keywords and advertising via social media.
4. Trends in advertising
Digital shift:
The influence of Gen Y and Gen X
Access to data:
Insight based decisions
Focus on experience:
Engaging not broadcasting
Go where your
audience is
6. FIRST THINGS FIRST:
Before you
start, make sure your
website is functional
and professional.
7. Your website
Your digital home
Centre of all your marketing
efforts
Before you start advertising:
Working website
Contact information
Easy to find program info
Call to action
Search engine friendly
8. Directory profiles
Put you in front of targeted
eyeballs
Increase your online
footprint
Provide legitimacy
Work for you 24/7
Generate quality leads
Backlinks to your website
improve your organic SEO
Benefits
9. How many visitors (new vs returning)?
How do visitors use the directory?
How will I be found in search results?
What modules are included (events, photos, videos)
and are there any extra costs?
Do you offer tracking so I know how I’m doing?
How often can I change the content? Is help available?
Directory profiles
Buying Tips
10. Increase your brand
awareness
Keeps you top of mind
Encourages action
Provides ability to promote
around timeframes and/or
programs (Open House)
Display Advertising
Benefits
11. Typically sold on a CPM (cost per thousand impressions).
If sold on a monthly basis, ask how many impressions you are
guaranteed per month and compare that CPM.
Decrease your spend by targeting content pages and/or
users by geographical area (IP address).
Determine your targeted CPM rate (audience quality).
Consider the ad size and page location (top, side, bottom).
Consider pageviews/visitor when buying impressions.
Buying Tips
Display Advertising
12. Improve your organic SEO
Engage with your audience
Increase your online
footprint
Share your brand story
Ignite emotion in readers
Motivate action
Advertorials
Benefits Sunrise Seniors Living
Men’s Club
13. Advertorials
Buying Tips
Typically sold on a per article basis
Determine how long the article will stay online
Ask about how many promotional views, and total
views you can expect
Consider your target audience and compare targeted
CPM rates
Include a ‘follow’ backlink to your website (for SEO)
14. Target your most important
keywords
Supplement keywords you
do not rank well for
Drive new website visitors
Control your messaging
Give families searching for
you an easy click
Search advertising
Benefits
15. Search advertising
Buying Tips
Typically sold on a CPC (cost per click).
Decrease your spend by targeting keywords and
geographical locations (IP address).
Add negative keywords so ads are not displayed to the wrong
audience. (ex: jobs, photos, stats).
Focus on quality over quantity of clicks.
Rule: Your paid search bounce rate should be lower than your
organic search bounce rate.
17. Follow your website visitors
Remind users to come back
Stay top of mind
Strengthen your brand
Remarketing
Benefits
18. Remarketing
Buying Tips
Typically sold on a CPC (cost per click).
Decrease your spend by targeting content websites and
geographical locations (IP address).
Focus on quality over quantity of clicks. Manage your website
lists and narrow based on those that produce results.
Tag your website. Set a remarketing duration. Exclude your IP
address. Set frequency caps.
You need a minimum of
100 unique visitors per list
22. Twitter
People are influenced by people like them and
by experts
Provides a social recommendation
Coming soon:
Promoted tweets in search and timelines
Promoted trends and hashtags
Featured accounts to increase followers
Geographical location targets
Benefits
23. LinkedIn
Professional network of target parents
Typically more expensive than Facebook and
Google AdWords
Allow for video ads
Target by:
Geographical location
Business position
Experience, associations, groups…
Benefits
24. Social Ads
Build a social voice first
Keep people within the network
Test out various ad copy and photo use
Stop or modify campaigns if they are not performing
Invest in the networks that generate results for you
Make it easy for people to share
How to
25. Overview
Type Function
Your website Digital home for your business
Directories Target audience, generate leads, good for SEO
Display Branding, awareness, focus based campaigns
Advertorials Soft sell, provide legitimacy, good for SEO
Search Target audience, quick traffic
Social Social word of mouth referral, 2-way communication
28. Money shifts
Print advertising losses outweighed digital ad
gains by 8 to 1 in the first three quarters of 2011
Google’s revenues were $4 billion greater than
those of the entire newspaper industry in 2011
YET: 67% of online searches are driven by offline
content. People search for what they know.
32. Campaign Checklist
1. Website: If someone hears about you and searches
for you, what comes up?
2. Inquiries: Does your team know about the new
program/promotion?
3. Advertising: Who is my target audience and where
are they (online)? How can I get my message in
front of them?
4. Flow: Is my branding and message consistent? Is it
easy?
33. 5 Tips to Online Advertising
1. Review your website: Is it working properly. Is it easy for
visitors to connect with me? How quickly do we
respond?
2. Make the most of your current ads: Add information to
directories. Work with partners. Check your landing
pages.
3. Analyze and test your ads: Set up ad variations and track
conversions so you know what’s working.
4. Review your advertising campaign: Is it consistent? Does
your brand & voice come through? Does it have an easy
flow?
5. Target: Are you where your audience is? Review
targeted CPM rates for each of your advertising partners.
It is about increasing quality leads.
Welcome to the Our Kids’ Marketing Academy. Today’s webinar we’ll be discussing advertising, the changes we’ve seen over the years, and specifically how it relates to promoting summer camps and programs.Daniel Starch an American psychologist and marketing researcher in the early 20th century defined advertising as this… "The simplest definition of advertising, is that advertising is selling in print.” Well wouldn’t he be surprised if he were alive today. Today, advertising is all around us in product placements, advertorials, social recommendations, mobile ads, all in addition to the traditional print media we began with.My name is Agnes Stawicki, and I’m managing editor special projects with Our Kids Media. I thank you for joining us today for the Our Kids Marketing Academy webinar. The Marketing Academy is meant to provide you with: tips, tools, insights and recommendations to help you navigate this new marketing world. You’ll be able to walk away with ideas you can implement right away. For those that may be attending their first webinar, you’ll notice your dashboard to the right has an area where you can ask questions, so at any point, please feel free to jump in with questions. You can also join us on twitter @mktgacademy or follow the hashtag: #mktgacademy.Let’s get started!(click)
In today’s webinar – Advertising, we’ll look at trends, and discuss: How advertising has changed over the years and what advertising options are available todayWe’ll then delve deeper into each of the main advertising segments of print, online, social media and mobile, and identify some ways to review your current campaigns so that you can improve your Return on investmentWe’ll have a question and answer section at the end, however if you have questions throughout the session, please type them into the box on the right. We have a great team here on the webinar and on twitter at @mktgacademy ready to answer them.(click)
When we speak of advertising, we often interchange the terms advertising, marketing… branding., each of these are unique and each should have their own strategy. For those that attended our Marketing Trends webinar, we provided an overview in that session. We do have a recording available at ourkidsmedia.com/marketing for those that may have missed it.Advertising specifically, is a sliver of your marketing strategy and campaign. Typically the paid portion. It's the part that involves getting the word out concerning your business, product, or the services you are offering. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet.In short – it’s the paid announcement or communications of your marketing message to your target audience, that drives consumers to take an action. Before we delve into advertising, let’s just look at how advertising fits in with the rest of your marketing strategy.
DIGITALThe market is strongly influenced by the younger generations (Generation Y and the upcoming Generation Z) that are changing standardhabits. They are born digital, with a digital brain. They are creating a new language via technology.They are in search of new experiences, and they want to take action. They are not as passive as the previous generations. They don’t want to look or see, they want to share and engage.As an effect of this digital drive another trend is the need for data..DATAOne of the biggest trends in the online advertising industry is an increased focus on data and analysis. With the ability to capture information, about what your audiences is doing online and how they’re responding to your ads. At the same time, it’s not always easy to navigate with massive amounts of data, so, in order to be meaningful, that data needs to be combined with insights so you understand how to activate on the findings.EXPERIENCEWhat has really evolved over the the past 12 months, is the way people engage with brands. The channels in which we communicate with each other have multiplied lightningspeeds. We’re connecting across nearly infinite platforms and in unexpected ways, and expect brands (or schools we’re researching) to do the same.Advertising has always been a tricky task to do. You know half of it works, but you don’t know which half. And now more than ever, we are bombarded with advertising messages in every format. Online ads, keyword ads, banner ads, event posting, paid articles, product placements…. The line between “content” and advertising are being blurred, and it’s harder than ever to grab someone’s attention. So what will make your advertising message stand out?
As the need for information increases, and the consumers are more comfortable than ever in the online and digital space, online advertising, the act of sharing your advertising message on the world Wide web is a must. When it was once professional to simply just have a website, consumers are now looking for information about you beyond your website. They are looking for a digital footprint that shows you are trustworthy, credible and the best choice for their family.
Now online advertising can take many forms as you see in this pie chart. But before you even start driving visitors to your website, make sure your website is up and functional. Now, I’m not saying that you need to take you site down, rewrite and design the entire thing. But have a look to check if You have a way to capture leads (a call to action. call us, email us…)Your message is consistent to your advertising message (imagry and/or wording)For example if you’re advertising an open house, is it easily found on the webpage you’ll be directing people to?Which of these elements you choose to work with will depend on your goals and budget, Some are paid, some are free, but all will work together and your goal should be to deliver not just numbers, but qualified leads to your website and admissions team. CHECK FOR QUESTIONS. Now we’ll review a few of these in more detail to understand what benefits they have, and how to be most successful with generating the results you’re looking for. Again, if you have any questions, simply type them into your GoToWebinar Control Panel and we’ll do our best to answer them.
Directory listings come in many different formats. Our Kids is a form of a very focused paid directory site, but there are also many free or more generic options. Other than the direct leads that directory websites generate for you around the clock, well ranked directory websites can have a very strong impact on your websites organic search ranking in google yahoo or bing. I’ll refer most of the time to google because google is king and the leading search engine used by 80% of all online users. When rankign a website, google looks at how many other websites talk about that particular site. And then it looks at the strength of that particular referring website, in association with the content. So if a highly ranked car website is linking to your school website, it will give it less value than if a highly ranked education website is linking to you. Another very strong value that trusted directory websites have is the ability to increase your online footprint. Because of the accessibility to information, consumers no longer only look at the brand’s website. They want to see beyond that. So when someone hears about you, and then Google searches your school name, if your website is the only search result that comes up, it provides a bit of an uneasy feeling. But if I see you posted on a number of trusted sources, it brings legitimacy to you. It provides me with confidence.And of course, just like the goal at OUR KIDS is to deliver qualified leads to our member schools, good directory websites should do that for you with options for families to connect via phone, email or your website.
Directory listings come in many different formats. Our Kids is a form of a very focused paid directory site, but there are also many free or more generic options. Other than the direct leads that directory websites generate for you around the clock, well ranked directory websites can have a very strong impact on your websites organic search ranking in google yahoo or bing. I’ll refer most of the time to google because google is king and the leading search engine used by 80% of all online users. When rankign a website, google looks at how many other websites talk about that particular site. And then it looks at the strength of that particular referring website, in association with the content. So if a highly ranked car website is linking to your school website, it will give it less value than if a highly ranked education website is linking to you. Another very strong value that trusted directory websites have is the ability to increase your online footprint. Because of the accessibility to information, consumers no longer only look at the brand’s website. They want to see beyond that. So when someone hears about you, and then Google searches your school name, if your website is the only search result that comes up, it provides a bit of an uneasy feeling. But if I see you posted on a number of trusted sources, it brings legitimacy to you. It provides me with confidence.And of course, just like the goal at OUR KIDS is to deliver qualified leads to our member schools, good directory websites should do that for you with options for families to connect via phone, email or your website.
Directory listings are great, because they give you the ability to really expand on who and what you are. And in our situation, are the core of our resrouce tools.Similar to a google search, when families are on our websites, the listings are the ‘organic’ search results. The have come to trust the resource, and members. But banner ads are great to raise more awareness.:Specifically around peak time periods of registration, or for an upcoming event you’re hosting.Around targeted content and passion points (a particular program type for example)Or around a specific geographical area.Because they are one click away from your designated landing page, they are great at motivating action.
Advertorials are essentially stories about you. They give you the ability to share more details
Example –road trip article by Ford Explorer. But it’s nota all about “we’re so great” This is why wer are so great. It needs to reach in and connect with the passion that families and campers feel. They want their kids to be strong leaders, and you just happen to do that. It’s about how the experience they gained changed them, not about the experience alone.
Google Adwords advertising – you can spend tons of money on this… but it can be very effective if done right.
Google Adwords advertising – you can spend tons of money on this… but it can be very effective if done right.
Ultimalty – in PPC, you want to focus on conversions, not clicks. You are paying for each one, so
Google Adwords advertising – you can spend tons of money on this… but it can be very effective if done right.
Google Adwords advertising – you can spend tons of money on this… but it can be very effective if done right.
POLL Have you done advertising via any of these social networks:Which of the following social media networks do you use? (POLL)FacebookTwitterPinterestYouTubeGoogle +(click)
School Expo Ads this year – Facebok was more effective at conversions than Google for generating actual registrations… People come to trust youSimilar to search advertising, you can spend a lot of money here, with very little return. Yonger users (students) are more willing to click on ads, (you get charged) but not do any futher actions. Targeted the moms/dads will give you fewer clicks, but greater conversions.Similar to keyword search results – you can limit your daily spend on the ads.
School Expo Ads this year – Facebok was more effective at conversions than Google for generating actual registrations… People come to trust youSimilar to search advertising, you can spend a lot of money here, with very little return. Yonger users (students) are more willing to click on ads, (you get charged) but not do any futher actions. Targeted the moms/dads will give you fewer clicks, but greater conversions.Similar to keyword search results – you can limit your daily spend on the ads.
We are launching the first phase of our Promoted Tweets platform with a handful of innovative advertising partners that include Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks, and Virgin America—with more to come. Promoted Tweets are ordinary Tweets that businesses and organizations want to highlight to a wider group of users.Partner with influencersSocial media webinar
VIDEO ADSIntegrate with youryoutube video pageVideo ads will appear in standard 300x250 ad units across the LinkedIn site and will compete for impressions similar to how traditional text and image ad formats do. When a LinkedIn member is engaged and clicks your video ad, the video will take over the entire 300x250 ad unit and play a 30 second video. After the video completes, users will still be able to click through to your landing page or visit your website, just like with current ads.
What’s really interesteding face is that Conversions typically increase when they are keptin within the networkecause they made a decision to stay in that space for now
Directory listings come in many different formats. Our Kids is a form of a very focused paid directory site, but there are also many free or more generic options. Other than the direct leads that directory websites generate for you around the clock, well ranked directory websites can have a very strong impact on your websites organic search ranking in google yahoo or bing. I’ll refer most of the time to google because google is king and the leading search engine used by 80% of all online users. When rankign a website, google looks at how many other websites talk about that particular site. And then it looks at the strength of that particular referring website, in association with the content. So if a highly ranked car website is linking to your school website, it will give it less value than if a highly ranked education website is linking to you. Another very strong value that trusted directory websites have is the ability to increase your online footprint. Because of the accessibility to information, consumers no longer only look at the brand’s website. They want to see beyond that. So when someone hears about you, and then Google searches your school name, if your website is the only search result that comes up, it provides a bit of an uneasy feeling. But if I see you posted on a number of trusted sources, it brings legitimacy to you. It provides me with confidence.And of course, just like the goal at OUR KIDS is to deliver qualified leads to our member schools, good directory websites should do that for you with options for families to connect via phone, email or your website.
In the end, it is the website that is the hub for all activity and the place where your brand is described as you want it, and the audience’s path is shaped to help you achieve your goals.(click)
Commonly referred to as the traditional, dying, not effective… advertising in print is harder to track and therefore more difficult to know if it’s really working. We’re all familiar with the phrase, ½ of my advertising works, I just don’t know which half… well in the past that has been true, but with new analytics programs and creative tracking methods, our experiences show that print is a very effective advertising medium, when done right.Poll – Where do you invest your dollarsclick
The Pew Research Centre puts together a report on the State of News Media, released earlier March 2012. And the numbers are clear that people are starting to move their marketing budgets around. These numbers here are specific to Newspaper advertising revenues. But it’s really no wonder. If you have a budget where nearly 100% of it was invested in print, and now you have to use that same budget and invest in five different media channels, it’s obvious that your distribution will shift.Just because digital channels are on the rise, it does not mean that print advertising is dead. It’s true that people trust traditional marketing, and also true that traditional advertising gives comfort to many of our audience members… In particular, parents are looking for legitimacy in any product or service they are purchasing for their children. Advertising is important!As more businesses & brands move their marketing efforts online, the traditional advertising space becomes more and more uncluttered. This is good news as you want to be seen & heard by your audience.What’s we’ve seen at OUR KIDS, is an actually rise in the number of families requesting a print copy of our magazines. Not because that’s how they originally found us, but because they searched on google or connected via facebook, found our website, downloaded our digital edition, and now want a print one for more comfortable reading and researching. So it’s the result of a branded and integrated advertising campaign across many channels. SOURCE:Pew Research Centre’s State of the News Media report, March 19, 2012http://www.poynter.org/latest-news/business-news/the-biz-blog/166575/6-trends-for-newspapers-in-2012/
Just before we finish off. I want to leave you with the importance of multi-channel or integrated advertising.What you see here is the proof that visitors do not connect or convert with you from only one channel. They all work together, as a user passes a number of touchpoints that all ultimately leads to your end goal (a phone call, email or registration). What you see in the large green circle is the number of people that ‘convereted’ on our website using an organic search. … continue.Gone are the days with one singular marketing strategy for each channel. Multi-channel strategies seem to be the only option; with desktop, tablet and mobile strategies becoming key focus areas for most business. There is, and always will be, a time for direct mail and trade shows and they should still form a significant part of your multi-channel marketing strategy, but there needs to be more than just traditional at play. At the same time however, the growth, reach, scalability, cost-effectiveness and adoption of digital/social media is one that simply cannot be ignored.(click)
So how can you do print advertising well?Print advertisingworks best when you focus only on one or two things. You may have a variety of programs but pick one or two items that are good sellers and have a solid appeal to your target audience for your advertising message. So often we clutter ads. You can’t be the Best at 10 things… so focus on what you are the best at. Next ask yourself, "What am I selling"? It's rarely the product or service. You are selling a benefit, something that registers at the emotional level. If you are selling an enrollment, for example, you're selling the opportunity, success, growth and experience.If you are selling cosmetics, you're selling beauty.The most successful ads use words that relate to the customer. Use You and Yours and never put the focus on Me, Mine, Our, My or We. Create several emotional words associated with the product - fun, safe, stimulating, creative, advanced - and use at least one of them in the ad.Consider the frame of mind the reader will be in. For example, an advertisement in the OUR KIDS school guide will make it pretty clear that you are an independent school. That is not something that you need to emphasis in your ad message. However an ad in a local paper, or general parenting magazine may require that you clearly identify who and what you are, because they are not thinking “SCHOOL” right at that moment.At Our Kids, we ourselves invest a significant portion of our advertising dollars into print advertising, and we see the results. When we host our School Expo’s every fall, and our Camp Expo in February every year, our advertising campaign includes print, online, radio, digital, social, partnerships, email and direct mail. It is truly integrated. And what always happens when review what is actually generating our registrations, that’s what is driving people to come to our website and sign up for the event, is online searches for the term “our kids expo” or “private school expo”. Meaning that those people searching the web for the that key phrase, heard about it somewhere. Somewhere offline. Print ads in target magazines, local papers,…Remember that stat we saw earlier, that 67% of online searches are driven by offline activity. That is why print advertising is still so important.And that is why, as a company, Our Kids continues to offer member schools an integrated marketing package that includes print, online, mobile, digital and expo advertising, plus editorial, social media blogging platforms to intensify your marketing mix and truly connect with the right audience.Digimarc – digital watermarksNFC Chips – Android phones and Galaxy S - lexus GS 2013, chip launches app automatically.
As we wrap up our Our Kids Marketing Academy webinar, we will always give you soundbites you can share, and apply immediately, in just 140 characters so they’re easy to remember, and tweet!(click)
It was great hosting you today, and I hope you can join us for our future sessions! Please visit www.ourkidsmedia.com/marketing and be sure to sign for our upcoming webinars, sessions and events.The program has been developed to meet your needs, so please let us know if you enjoyed the session, and what other topics or resources we can provide to help you better do your job.And if you’d like to learn about becoming an Our Kids Member school, to benefit from the integrated advertising package chosen by nearly 300 schools, please call, email, tweet or facebook message us today!
Welcome to the Our Kids’ Marketing Academy. Today’s webinar we’ll be discussing advertising, the changes we’ve seen over the years, and specifically how it relates to promoting summer camps and programs.Daniel Starch an American psychologist and marketing researcher in the early 20th century defined advertising as this… "The simplest definition of advertising, is that advertising is selling in print.” Well wouldn’t he be surprised if he were alive today. Today, advertising is all around us in product placements, advertorials, social recommendations, mobile ads, all in addition to the traditional print media we began with.My name is Agnes Stawicki, and I’m managing editor special projects with Our Kids Media. I thank you for joining us today for the Our Kids Marketing Academy webinar. The Marketing Academy is meant to provide you with: tips, tools, insights and recommendations to help you navigate this new marketing world. You’ll be able to walk away with ideas you can implement right away. For those that may be attending their first webinar, you’ll notice your dashboard to the right has an area where you can ask questions, so at any point, please feel free to jump in with questions. You can also join us on twitter @mktgacademy or follow the hashtag: #mktgacademy.Let’s get started!(click)