Marketing Private Schools & Camps - Integrated multichannel marketing
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MARKETING In a multi-channel world Agnes Stawicki @ourkidsnet #MktgAcademy
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Marketing schools, camps and kids programs is complex and requires multichannel marketing, the ability to interact with parents on various platforms and during each of their consideration stages. This presentation showcases how online search behavior has changed over the years with case studies from Google, Starbucks and Ourkids.net. Where do schools and camps invest advertising dollars and marketing budgets? Have a look at this Marketing Private Schools & Summer Camps presentation for some insight. Modified presetation of Our Kids Marketing Academy Seminar by Mark Morin, president of Strategies Relationship Marketing.
Transcript of Marketing Private Schools & Camps - Integrated multichannel marketing
MARKETINGIn a multi-channel world!
Agnes Stawicki!@ourkidsnet #MktgAcademy!
traditional"
transactional"VISION!
closing argument!
relationship"
know!like!trust!try!buy!repeat !refer!!
behaviour"
SOURCE: Welcome to the era of agile commerce, Forrester research, 2011!
behaviour"
SOURCE: Beyond last click: Understanding your consumer’s online path to purchase, Google, 2011!
Site visits before a purchase!
behaviour"Audience movement in travel market!
SOURCE: Beyond last click: Understanding your consumer’s online path to purchase, Google, 2011!
HOW HAS SEARCH CHANGED"
search"
SOURCE: The evolution of Google’s search results pages and effect on user behaviour. Mediative 2014 !
search"
SOURCE: Google’s algorithm and search results page has changed significantly since 2005, Mediative 2014 !
! eye scrolls in an ‘i’ pattern !! people spend less time, but view more
listings!! #1 result keeps 32.8% of clicks!! right rail sponsored links drop from 3.16%
CTR to 0.7% CTR!!
mobile"
SOURCE: Google analytics for ourkids.net!
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2012 2014
tablet
mobile
desktop
HOW MUCH IS YOUR CUSTOMER WORTH?"
lifetime value"
SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
lifetime value"
SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
lifetime value"
SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
lifetime value"
SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
THE PROCESS"
path length"
65% of the sale happens without your involvement!!5-12: number of touch points required for high involvement !!2: number of interactions after which most sales people give up!!SOURCE: DMA 2012 direct mail response rate report !
path length"
SOURCE: Google Analytics data for ourkids.net expo registrations, October 2014 !
search"
SOURCE: ourkids.net private school expo 2014 parent survey!
! 50% looking for a school for next year!! 20% researching 2+ years out!! 30% exploring the opportunity!!
Why did you attend the !private school expo?!
tools"
SOURCE: DMA 2012 direct mail response rate report !
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
le:er size oversize postcard email display ad
Direct response rates
tools"
! 94% of conversions do not occur on the first click!
!! Email marketing has highest ROI at
$28.50, compared to $7 for direct mail!!
SOURCE: DMA 2012 direct mail response rate report !
media overlap"
SOURCE: DMA 2012 direct mail response rate report !
organic!direct!referral!email!Banner!paid search!social!
capture"
SEO/SEM!display!referral!Website!events!traditional!social!
nurture"
newsletters!invitations!phone!email!meetings!letters!social!
convert"
call to action!create urgency!demonstrate value!provide exclusivity!ensure credibility!
measure"
views (cpm)!traffic (cpc)!leads (cpl)!applications (cpa)!!*remember 96% of your leads will convert only after a number of interactions!
cost and value !
in summary"! Marketing camps and schools is a complex
process and an emotional sale!! Your customers are connecting with you in
various channels!! Each touch point nurtures your sale!! Have a clear call to action!! Measure as much as you can!! Manage costs, but focus on revenue!!
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