Graduate Marketing Workshop
March 20, 2019
222 Second Street
San Francisco, CA 94105
This workshop is geared specifically toward graduate marketing professionals. Through the lens of graduate recruitment, we’ll cover everything from setting up successful Pay Per Click (PPC) campaigns to creating a good SEO strategy for your graduate programs. We’ll dig deep into user experience best practices, explore advanced analytics tracking, discuss website personalization, and review which social media platforms to consider when marketing to a graduate audience.
This workshop is free but registration is required. We hope you’ll join us!
Space is limited—register today!
- 8:30–9:00 am
- Breakfast and Registration
- 9:00–9:15 am
The Digital Landscape for Graduate Marketing in Higher Education
To kick off the day, we’ll set the stage with a review of the digital world we live in and what that presents for us to reach and engage prospective student audiences throughout the micro moments of their online lives and experiences.
- 9:15–10:00 am
The More You Know: Questions to Answer Before You Start
For graduate recruitment marketing, there’s no such thing as a broad brush. The more you know about your audience’s demographics, interests, and behaviors and what will resonate with them, the bigger advantage you’ll have. We’ll review some of the key considerations and data resources to inform your strategy, including market perceptions, competitive factors, program viability, and the personas of your prospective students.
- 10:00–10:30 am
Building Branding and Awareness Through Digital Marketing
If they don’t know you exist, how can they go looking for you? Branding and awareness campaigns are key to having a robust presence in your market. In this session, we’ll explore branding in higher education and the critical role Online Display, video, and mobile all play. We’ll look at different types of ads, the many ways to reach your target audience, and how to ultimately achieve specific goals such as general branding, program awareness, increasing event attendance, and driving paid and organic search.
- 10:30–10:45 am
- Morning Break
- 10:45–11:30 am
Using LinkedIn to Impact the Entire Student Journey
You can’t control when prospective students start their college decision-making process, but you can be there in the right place when they do and help guide that decision every step of the way. With a mission to connect the world’s professionals to make them more productive and successful, LinkedIn offers the tools and platform to drive high-quality leads with strong intent and a higher likelihood to enroll at a lower cost per enrollment. In this session, we’ll share tactics and strategies to help you make the most of the world’s largest professional network and a data set uniquely suited to drive student acquisition and insight.11:15 am–12:00 pm
- 11:30–12:15 pm
Advance Your Social Media Marketing Strategies for Recruitment
With a constantly changing social media landscape, it can be difficult to know the best approaches to finding your target audience online. In this session, you’ll discover who is using social media and which networks appeal to which demographics. We’ll discuss how to leverage various tactics and the platforms’ extensive targeting capabilities such as location, age, gender, list matching, and Retargeting to help meet your admission goals. Lastly, we’ll share some best practices on how to create targeted messaging, videos, and images that inspire your audience to learn more about your school, event, or exciting campus culture.
- 12:15–1:15 pm
- 1:15–2:00 pm
PPC: Developing a Strategy and Staying Up-to-Date with Trends
Paid search marketing is always changing and improving, with sophisticated new bidding strategies, ad formats, and options for reaching qualified prospective students at our fingertips. In this session, we’ll explore Pay Per Click trends, best practices, and top features and discuss how to stay on top of this ever-changing landscape to ensure your PPC campaigns continue to be effective.
- 2:00–3:00 pm
Your Biggest Marketing Tool: Your Website
Your institution’s website is the foundation of all your marketing efforts. In this session, we’ll go over how to optimize your website for both user experience and search engine visibility, covering content, landing pages, RFI forms, and the different ways to track and measure your efforts with Google Analytics. You’ll learn how to ensure that your website isn’t just where you send campaigns but also an inbound marketing tool that attracts new users and provides good user experience for all prospective and current students, no matter how they got there.
- 3:00–3:30 pm
What Now? Practical Applications and Examples
After learning about so many digital strategies and tactics, you may wonder how you can put these into practice to meet the needs of your institution. Whether you want to build awareness about a program or school, get registrants to an event, or increase inquiries, applications, and deposits, knowing what strategies have worked best for each goal is critical. We’ll wrap up the day with a walk-through of specific and real-life examples of different digital strategies applied to a variety of goals and the impact they can have.