Presentation during the Association of Independent School Admission Professionals Summer Institute 2011 held in Nashville, TN discussing how to do inbound marketing for independent schools.

1. Inbound Marketing for Schools
Brendan J. Schneider
Twitter: @SchneiderB
Blog: www.schneiderb.com
AISAP Summer Institute 2011

2. Goals
✤ Introduction to Inbound Marketing
✤ Our Story
✤ Share failures and successes
✤ Share tools and books

3. Our Story
Sewickley Academy 2008

6. Traditional (Outbound) Marketing

7. Social Media

8. Friends? Followers?

10. ✤ Inquiries - /Apps, Visit =
✤ Ghost Inquiries
✤ Traditional Marketing ROI
✤ Job Security

11. Inbound Marketing for Schools
Marketing Retention
Enrollment

12. Inbound
Marketing
Outbound - You find families
Inbound - Get found by families
Marketing

13. Blog
School
Twitter Facebook
Website
YouTube
Marketing

14. Where it all starts...
Marketing

15. Pittsburgh Private School?
Marketing

16. Search Engine Results Page
SERP
Marketing

17. Inbound Marketing
✤ Search Engine Optimization (SEO)
✤ Relevance
✤ Authority
Marketing

18. Search Engine
Optimization
✤ Create Great Content
✤ Get Links
✤ Get Found
Marketing

19. School Website
Marketing

20. Blog
✤ Core
✤ What do your prospective
families want to read?
✤ Social Sharing
✤ Brand
Marketing

21. Blog Details
✤ Wordpress
✤ Post at least 1/week
✤ Team
✤ Chief Blogger
✤ Long Tail Keywords
Marketing

22. Blog Topics
✤ Success ✤ Failure
✤ 5 Things To Do Before You ✤ Bring Sid The Kid Home
Apply For Financial Aid
✤ Knockin’ On Seven’s Door
✤ Why We Teach Mandarin
Chinese At Sewickley ✤ Panther For Sale
Academy
✤ College Guidance: 5 Best
Tips and Practices
Marketing

23. Facebook
✤ “Business casual”
✤ What would prospective
families find interesting?
✤ See behind the curtain...
Marketing

24. Facebook
Details
✤ Northsocial.com
✤ Post 2-3/day
✤ Blog posts
✤ Media is better
✤ Share external as wellMarketing
Marketing

25. Twitter
✤ “Beach Attire”
✤ What does your school find
interesting?
Marketing

26. Twitter Details
✤ Hootsuite.com
✤ Post 3-4/day
✤ 75/25 Rule
✤ Timely.is
✤ Schedule
Marketing

27. Twitter Content
✤ 75% - School ✤ 25% - Non-School
✤ Blog Posts ✤ Educational Articles
✤ News - Internal ✤ Local News
✤ News - External ✤ Local Community
Happenings
✤ MediaMarketing
✤ Educational Quotes
Marketing

28. YouTube
✤ The Future
✤ Experiment
✤ Unpolished is goodarketing
Marketing

29. Enrollment
✤ Social Media
✤ Got Found
✤ Branding
✤ Anecdotal
✤ Boarding School
Enrollment

30. Retention
✤ Easier to Reenroll than to
Enroll
✤ Anecdotal
✤ Parents are active on Facebook
✤ Reinforce decision
Retention

31. Books

32. Future
✤ Connect
✤ Guest Blog
✤ Finally...

33. I’ll buy...
...when you visit Pittsburgh!

34. Questions