Download - A Beginner's Guide to Developing an IEP Marketing Strategy

Further [email protected]: http://go.illinois.edu/IEPMarketingTESOL17

A BEGINNER’S GUIDE TO DEVELOPING ANIEP MARKETING STRATEGYErin N. O’ReillyIntensive English Institute, College of Liberal Arts and Sciences, University of Illinois at Urbana-Champaign

Research & Education Phase

Enrollment Cycle 1 Goals: Research your target market; invest in education

Action Items• Survey Current Students• Draft Budget• Train Personnel• Market Research• Identify USP• Identify Partnerships

Implementation Phase

Enrollment Cycle 2

Goals: Execute advertising campaigns and social media strategy; build

databases

Action Items• Survey Current Students• Collect and Analyze Initial Data• Execute Initial Budget• Invest in Branding• Monitor Partnerships

Evaluation Phase Enrollment Cycle 3Goals: Learn to assess

marketing effectiveness; adjust strategies

Action Items• Survey Current Students• Invest in Analytics Training• Build Out Databases• Determine ROI• Adjust Marketing Campaigns

GEOGRAPHY ANALYTICS OVERVIEW KEY DEMOGRAPHICS WEBSITE TRAFFIC REFERRAL SOURCE

How? Who? What?Age Gender

Technology

Where?

SurveyCurrent Students

Market Research

Identify Like IEPS

Become a ‘Ghost’ Student

Track Communications

Troll Websites

Build Databases• Inquiries Only• Incomplete Applications• Completed Applications, No Shows• Sponsored Students• Conditional Admits• Direct Admits• Partner Students