Adaptive Campus Adaptive Campus provides a variety of marketing services for education organizations and related non-profit and government entities.

Transcription

1 Adaptive Campus Adaptive Campus provides a variety of marketing services for education organizations and related non-profit and government entities. Copyright 2007 The Board of Regents of the University of Wisconsin System 1

2 Keith Bourne Founder, CEO of Adaptive Campus, LLC Sloan-C, 5 years Marketing Director/COO Background: Marketing, Technology, Online Education Projects: Blended Learning Online education business strategies Marketing online programs Use of ALN for national emergency situations MBA Babson College - Entrepreneurship Copyright 2007 The Board of Regents of the University of Wisconsin System 2

3 Marketing Online Programs with Cost Effectiveness Increasing costs Increase competition Same students Copyright 2007 The Board of Regents of the University of Wisconsin System 3

4 Online Programs Pros and Cons Some Big Pros New Revenue Streams Reach Broader Student Population A Big Con Unaccustomed to highly competitive environment Copyright 2007 The Board of Regents of the University of Wisconsin System 4

5 The Traditional Marketer Traditional Marketing Techniques? Expensive Marketing Channels Copyright 2007 The Board of Regents of the University of Wisconsin System 5

6 Presentation Goals Share top practices Focused on cost-effectiveness Non-profit oriented Social mission of organization and constituents Copyright 2007 The Board of Regents of the University of Wisconsin System 6

7 Techniques Covered Low-cost market analysis Low-cost web 2.0 web sites Social Mission Friendly General Enrollment Tips Copyright 2007 The Board of Regents of the University of Wisconsin System 7

8 Traditional Marketing Analysis Big $ for small programs Time investment Still Has Risk Copyright 2007 The Board of Regents of the University of Wisconsin System 8

9 Low-Cost Marketing Analysis Search Engine Analysis Research Niches Tap into Current Students Copyright 2007 The Board of Regents of the University of Wisconsin System 9

10 Market Analysis 1 Search Engine Analysis Use free tools Yahoo Google Run Low Cost trial campaign A/B Testing Rotating Ads Goal: Find Best Word Combination Result: Better Results in all campaigns Copyright 2007 The Board of Regents of the University of Wisconsin System 10

11 Market Analysis 2 Research Niches Channels cheaper than traditional Reach smaller markets Copyright 2007 The Board of Regents of the University of Wisconsin System 11

12 Market Analysis 3 Tap into Current Students Affordable Focus Groups Still a time cost Similar student profiles Low-cost or free Copyright 2007 The Board of Regents of the University of Wisconsin System 12

13 Low-Cost Web 2.0 Web Site Open-source is viable Save $10 s s of thousands Better than higher cost alt Drupal, Xoops, Zoomla All LAMP (low cost open source) Result: free, cheap to host, large community of support Copyright 2007 The Board of Regents of the University of Wisconsin System 13

14 Low-Cost Web 2.0 Web Site open-source forums, blogs,, polls, notification Copyright 2007 The Board of Regents of the University of Wisconsin System 14

15 Open-Source? IT Department reservations Lack of support FALSE! Hosting in new environments FALSE!! New Hire Expenses FALSE!!! Reality No proprietary, so no dependence Hosting is relatively cheap Hire firm to develop cheap Copyright 2007 The Board of Regents of the University of Wisconsin System 15

16 IT Dept Workarounds Outsource and integrate Host your portion of site elsewhere Integrate it with school site Face of your school s s site IT can still help with sol n Copyright 2007 The Board of Regents of the University of Wisconsin System 16

17 What Can Open-Source Do? Quickest way to implement: blogs RSS feeds Forums Subscriptions Notification system lists Newsletters Content Management Other Internet marketing techniques all for a VERY low development cost Copyright 2007 The Board of Regents of the University of Wisconsin System 17

18 How Does that Help Me? Faculty Blogs Student Blogs Alumni Blogs Blogs can be fed,, subscribed, etc. Google Analytics Copyright 2007 The Board of Regents of the University of Wisconsin System 18

19 Can Use an Entire CMS? Install free blogging software Hire a firm to host and run campaigns many vendors that provide adequate support and specialize in higher ed refer to Marketing Serpa for buyer s s guide Cost few hundred dollars/month Copyright 2007 The Board of Regents of the University of Wisconsin System 19

20 Social Mission Friendly Concerns with Traditional techniques Not selling a car concerns from students, alumni, trustees, etc. Expensive channels Solution: Permission Marketing Copyright 2007 The Board of Regents of the University of Wisconsin System 20

21 Let Me Interrupt this presentation Traditional Marketing = Interruption Marketing Can I interrupt your busy life please? Lets skip the date and go right to marriage The vast majority of the people you are reaching did not intend to listen to the message you have for them Two major trends in traditional marketing: Increasing in cost Decreasing in effectiveness (too much noise!) Copyright 2007 The Board of Regents of the University of Wisconsin System 21

22 Permission Marketing Permission marketing is Avoids traditional issues More suitable for a non-profit Can be more effective Copyright 2007 The Board of Regents of the University of Wisconsin System 22

23 Permission Marketing Example Key is to advertise the event, not school Online or f2f meetings Faculty presentations Exhibits Advertise blogs from web-site suggestions Copyright 2007 The Board of Regents of the University of Wisconsin System 23

24 Low Cost Marketing Channels Combining strategies Search engine ads only pay for success niche markets smaller sporting events minor league, smaller market teams professional society events local zines Ex. Free magazine distributed at local hospital for a nursing program Copyright 2007 The Board of Regents of the University of Wisconsin System 24

25 Enrollment Infrastructure 24 Hour Follow Up Be prepared for success internal hiring ahead outsource to call center Improved conversion=lower overall cost Copyright 2007 The Board of Regents of the University of Wisconsin System 25

26 Conclusions No $100M budget Realistic expectations Strong foundation Test new markets w/ low investment Free marketing tips: Marketing in Education Blog Copyright 2007 The Board of Regents of the University of Wisconsin System 26

27 Adaptive Campus, LLC Keith Bourne Adaptive Campus, LLC Copyright 2007 The Board of Regents of the University of Wisconsin System 27