Community College Marketing Workshop
May 9, 2019
525 West Monroe St.
Chicago, IL 60661
Community colleges have among the widest recruitment populations to reach, ranging from traditional undergraduates to workforce development. This workshop will focus on their unique challenges and cover topics including SEO, branding, PPC marketing, social media, and website personalization and analytics.
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
- 9:00–9:45 am
SEO and U: The Power of Optimizing Your Website in Higher Ed Marketing
What is Search Engine Optimization, and why does it matter? This session will take a deep dive into SEO tailored to the specific challenges of higher education marketing. Discover what your prospective students are asking during their college journey and how you can use this to boost your enrollment efforts in unimagined ways. You'll learn about the technical mistakes you didn’t realize your website was making, plus how to write content your prospective students actually want to read. We’ll also discuss the realities of the organic search landscape and different strategies you can use to get that coveted #1 spot on Google.
- 9:45–10:15 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.
- 10:15–10:30 am
- Morning Break
- 10:30–11:15 am
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.
- 11:15 am–12:00 pm
Advance Your Social Media Marketing Strategies for Recruitment
With a constantly changing landscape, it can be difficult to know the best approaches to finding your target audience on social media. 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 targeting capabilities such as location, age, gender, list matching, and Retargeting to help meet your admission goals. We’ll also share 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.
- 12:00–1:00 pm
- 1:00–1:45 pm
How Usable Is Your Website? Understanding a Prospective Student’s Journey
Your website is an essential marketing tool; everyone from traditional undergraduates to adult learners will visit it at some point before enrolling. In this session, we’ll discuss the impact that user experience has on prospective students and cover everything from site navigation to creating the right content. We’ll dive into cutting-edge technologies that allow you to present personalized web content to different types of students depending on who they are and their unique interests, plus the incredible power this has to transform your marketing strategies and outcomes.
- 1:45–2:15 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.