Slides and YouTube video from our presentation at D2L09 - FUSION in St. Paul, MN.

1. Effective Marketing Strategies for eLearning Programs Barry Dahl Gary Kruchowski

3. First group of several online courses began in fall of 1998.

4. Experienced a 92% annual growth rate for five years from 2000 to 2004.

6. Who are We? As we grew, we asked questions: What do we call this thing? How do we market this thing? Is this a special brand to develop?

7. Establishing a Brand

8. Our first campaign

9. Establishing a Brand

10. Establishing a Brand

11. Branding

12. Branding

13. Branding of LSC Virtual Campus New Name/Logo virtual campus Consulted with design firm that designed the college logo New e-Campus website

14. Marketing Efforts Develop a unique and creative campaign with potential to break through ad clutter Accomplish with small media budget Craft simple, clear messages Deploy on both traditional and non-traditional media Connect with web-savvy learners

15. Ad Campaign Two messages @ rollout How online education works Why choose LSC (quality, experience, track record) Media selection Deploy across various media, especially web-based options Adaptable to new/evolving messages Concept with shelf life

16. Placement Television/video Local broadcast and cable TV Local movie theaters Movies in the park YouTube, blogs, websites Print Regional Newspapers/Magazines Banners/Billboards Community events (Grandma’s Marathon, ski competitions) Regional Mall/Food Court

17. Creative Easily adapted to print Played well in alternative, youth-targeted publications

21. Results Awards National Council for Marketing and Public Relations – Regional Medallions and National Paragons American Advertising Federation – Duluth/Superior Chapter “Best in Show” EnrollmentGains

22. Enrollment Gains Largest growth in 5 years =>

23. Utilize Web Communities Student Portal

24. Next Steps Facebook Ads, with very modest investments Target by age, gender, location Big impact – Impressions, reach, frequency Feedback and ROI tracking

27. Questions