It demands realistic expectations.
The power of the Internet has and is bringing about enormous changes in higher education. This is especially true in driving the enrollment of new students. Research has shown that nearly 82 percent of respondents to a special survey began their search for university degree and certificate programs by using various online channels.
As the internet becomes ever more popular and gains credibility, educational institutions are seeking effective ways to market their products online. This allows for a more targeted approach in promoting both online and campus-based programs. Enrollment programs that use online marketing channels are also easier to quantify in terms of success as education marketers pay only for the qualified leads they acquire.
So, it’s a piece of cake. Right? Promote on the Internet and you’re home free. Unfortunately it doesn’t work that way. Just as any skill must be acquired through hard work and the refining of the tools of the trade, so must the skill of online marketing. A case in point is the tale of a major Midwest University spending approximately three million dollars over two years and acquiring only fifteen students!
That’s why EDU Interactive believes it is so important that. as your lead generation partner, we assume responsibility for all aspects of your campaign from strategy through execution, while our partners maintain ownership of leads delivered on a pay-for-performance basis.
EDU Interactive believes that successful online lead generation demands certain critical attributes, and adherence to these will determine the success of a campaign.
ONE: It’s impossible to put too much importance on budgeting. This is where fantasy and reality butt heads. This is the first inning – the first batter – the first pitch! Get this right and the chance for success and realizing expectations come together.
TWO: A campaign strategy tailored to achieve enrollment goals. A strategy that communicates a message of substance. This is where our experience really shines!
THREE: A media plan that leverages a mix of online channels to reach a multitude of highly targeted
candidates and direct this traffic to education programs. A media plan that is negotiated with the client’s
best interest in mind and not the media’s.
FOUR: Apply advanced optimization strategy across these online channels determined by our extensive personal, behavioral, and contextual targeting criteria to make sure we are delivering an on-target message to the right candidates, ensuring a consistent stream of qualified student leads and return on investment.
FIVE: We feel that it is also very important that we verify the quality of all student leads using a highly developed data cleansing process.
SIX: Finally, it is vital to analyze a campaign’s results and provide recommendations for all future campaigns.
So, as you can tell, it is more of an art form than a science. The people of EDU Interactive have devoted countless hours and experienced immeasurable success, and yes failure, too, in an effort to learn what it takes to create and administer a service based on the six principles stated in this article.
Ultimately, it boils down to execution … EDU Interactive’s greatest strength!
