Captureit marketing Offline#
So, the first step we take for our education clients at Lever Interactive is working with them to ensure their first-party data is consistent from campaign reporting systems, into internal databases, and that any potential offline data that may be occurring after an initial online engagement is feeding back into the same systems. This leaves institutions unable to develop a unified view of the prospective students engaging with and enrolling at their schools. They are not necessarily designed or updated to work seamlessly with campaign data. Internal databases and CRM systems are often legacy systems that the schools have had in place for years. Because of the typical multi-step process, from inquiry or application to enrollment, we often see issues that affect accurate first-party data on these prospective students’ journey paths. However, we often find with our education clients that this is easier said than done. Understanding your internal data and what insights it provides is always crucial when developing a successful strategy, and ultimately executing a strong marketing campaign.
Utilizing First-Party Data to Establish Your Audience But, how do you know you are investing digital marketing dollars to the right prospective students for your school and programs? It all starts with utilizing your first-party data to develop a comprehensive understanding of your student audience online. If you’re an education marketer, it is more critical than ever to ensure your school is there early – with the right information – to make that shortlist and to continue communicating with prospective students throughout the enrollment process. But the average number of schools that end up making a prospective student’s shortlist of schools is just three, and the likelihood of a prospective student enrolling at one of those three schools is above 90%. Prospective students have access to more information and resources than ever before in their decision-making process – a journey that averages two years. Are they effectively connecting with their audiences, or are they focusing on the wrong goals and thus wasting their money on ineffective efforts? Public, private, non-, and for-profit schools of all sizes are all actively competing for prospective students’ attention, and the education industry is spending around $2 billion annually in digital advertising to capture it. Trying to determine the right channels, budget allocation, messaging, and mix of awareness vs direct response can be a bumpy road to navigate for any business – but this is especially true for the highly competitive education space.
Captureit marketing how to#
Today, we’re taking a deeper dive into how to utilize first-party data to both build awareness and drive enrollments. In our previous education-focused blog post, New and Innovative Trends in Education Digital Marketing, we discussed how understanding today’s trends and advanced techniques in education digital marketing can help education marketers connect with prospective students and increase enrollments. But should they focus primarily on awareness? Or on driving those last steps towards enrollment?
Captureit marketing full#
Understanding the full diversity of the market and how to leverage inclusive design practices to develop intentional and authentic engagement with the full scope of your market.Education marketers know that to drive enrollment, developing the right digital marketing strategy is critical in helping meet their school’s goals and objectives.
Outline of assumptions and considerations related to each of the proposed opportunities in order to take next steps on research, validation, and scope of resources necessary to capture market share.High-level outline of the scope, effort, and timeline required to capture the market.Identifying potential roadblocks to market access and factors that limit the size of the market, including competition and other market alternatives.Identifying paths to capture the market through partnerships, distribution, sales, and marketing.Determining market willingness to pay for the solution to their problem, including indirect paths to capture the market which derive revenue from possible distribution channels.Determining demand for the problems to be solved.Determining the weight of these problems and the value that is provided with a solution only you can provide.Understanding problems and pain points within market segments that your organization can solve.The key considerations we look at which define the right market opportunities that drive business value include:
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