Marketing by Degree
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A simple framework for thinking about marketing of colleges and universities. It breaks out degree level by stage of interest - inquiry, admissions, and remarketing.
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Marketing by Degree
- 1. The Case for Marketing by Degree
- 2. The Two Lethal Trends Cost Per Lead Conversion Rate Engage. Consider. Convert.
- 3. School Math • Online: $40 CPL converts at 2% • $2m budget per 1,000 starts • $2k Cost Per Enrollment Engage. Consider. Convert.
- 4. For the Prospect: It’s like driving in a fog. • All degrees from all schools look the same • Myriad of degree options, each with same message • Little meat on the bones Engage. Consider. Convert.
- 5. Shine a Light in the Fog • Prospects choose differently by degree • Emotional appeals vary by stage • Each group has a different objective Engage. Consider. Convert.
- 6. Market by Degree Engage. Consider. Convert.
- 7. Rethink Marketing • Switch from vertical stack to program specific • Establish interests before pushing a program • Allow comparisons Engage. Consider. Convert.
- 8. www.flyiron.com Anthony Power anthony@flyiron.com Parker Oliver parker@flyiron.com Engage. Consider. Convert.