Back-to-School Marketing Prep Strategies for a Successful Year

Join us for an insightful and practical webinar titled "Back-to-School Marketing Prep: Strategies for a Successful Year" where we will dive deep into the essential marketing strategies that schools can implement to kick off the new academic year successfully. This session is designed to equip education marketing professionals with the knowledge and tools needed to adapt to the dynamic landscape of 2024 and beyond.

Key points:

Understanding the 2024 Back-to-School Marketing Landscape.

Essential Marketing Strategies for a Successful School Year.

Leveraging Technology for Enhanced Marketing.

By the end of this webinar, you will have a comprehensive understanding of the latest marketing trends and strategies tailored for the education sector. You will be equipped with actionable insights to enhance your school's marketing efforts, ensuring a successful start to the new school year.

1. DIGITAL MARKETING | MAUTIC CRM | STUDENT PORTAL | CONSULTINGHIGHER-EDUCATION-MARKETING.COM
Back-to-School Marketing Prep:
Strategies for a Successful Year

2. HIGHER-EDUCATION-MARKETING.COM 2
Scott Cross
Regional Manager
North America

▪Ad Campaigns | Social Media & Search
▪Creative Design & Branding
▪Inbound Content Strategy
▪Writing Blogs & Social Media Content
▪SEO - Website Builds - Google Analytics 4
▪CRM to Drive Lead Nurturing
▪Student Application Portal

3. DIGITAL MARKETING | MAUTIC CRM | STUDENT PORTAL | CONSULTINGHIGHER-EDUCATION-MARKETING.COM
HIGHER-EDUCATION-MARKETING.COM
▪Understanding the 2024 Back-to-School
Marketing Landscape
▪Essential Marketing Strategies for a
Successful School Year
▪Marketing Prep Made Easy
▪Final Tips for Creating Visually Appealing
Materials
▪Key Takeaways
Agenda
3

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Understanding the 2024 Back-to-School
Marketing Landscape

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Current Trends in Education Marketing
5
1.Rise of Personalized Marketing




Studies show that 80%
of students expect
personalized
experiences from
educational institutions.
Source: medium.com
Schools are investing in
video marketing
strategies, including
virtual campus tours,
student testimonials,
and live streaming
events to attract and
engage prospective
students.

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Current Trends in Education Marketing
6
2.Increased Focus on Video Content


In 2024, video content
is expected to make
up 82% of all internet
traffic.
Source: hubspot.com
Because of this, schools
are now leveraging AI
and data analytics to
research & create
personalized content,
resulting in higher
engagement and
conversion rates.

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Current Trends in Education Marketing
7
3.Emphasis on Social Media Engagement


With Gen Z and
Millennials using
social media platforms
like Instagram, TikTok
and YouTube for
search, maintaining a
social media presence
is now more crucial than
ever.


Schools are adopting
more interactive and
engaging social media
strategies, including
short-form videos,
influencer partnerships,
and user-generated
content.

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Current Trends in Education Marketing
8
4.Adoption of Marketing Automation Tools


The global marketing
automation market is
projected to reach
$8.42 billion by 2027.


Schools are
implementing
automation tools for
email marketing,
social media scheduling,
and lead nurturing
to enhance productivity
and deliver timely, relevant
content to students.
Source:
grandviewresearch.com

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Audience Poll #1
9
Companies using marketing automation see a ____ increase in sales
productivity.
A.6.8%
B.14.5%
C.43.6%

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Adapting to Changing Student Behaviors
and Expectations
10
Students are increasingly
concerned with ethical
issues and social
responsibility.
Students are demanding
more flexible learning
options.
Mobile and digital
platforms are becoming
the primary means
through which students
interact with educational
institutions.


Some factors to consider:

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Identifying Key Marketing Channels
11
Conduct market research
if you haven’t done so.
Understand the digital behavior
of your target audience.
Use marketing automation platforms to gather
data on which channels are most effective.
Run integrated marketing campaigns
across multiple channels.

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Essential Marketing Strategies for a
Successful School Year

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1.Start by examining the performance data from previous marketing
campaigns. Key metrics to focus on include:


Strategy #1: Analyzing Past Campaigns
Conversion Rates


Click-through Rates


Engagement Metrics


ROI

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2.Identify successful campaigns and
compile a list of best practices derived
from them.

3.Identify campaigns that did not meet
expectations by analyzing their
performance metrics. Document the
challenges and pitfalls encountered in less
successful campaigns. Use these insights to
avoid similar mistakes in future efforts.


Strategy #1: Analyzing Past Campaigns

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●Set SMART (Specific, Measurable, Achievable, Relevant, and
Time-bound) goals.




Strategy #2: Setting Strategic Marketing Goals
●Conversion Rates
●Click-through Rates
●Engagement Rates
●ROI

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●Align goals with overall school objectives: Ensure that digital marketing goals
support the broader mission and vision of the institution.

Example:


Strategy #2: Setting Strategic Marketing Goals
Mission Statement:
"To provide a transformative
education experience that
fosters academic excellence,
personal growth, and social
responsibility."
1.Marketing Goal:
Increase undergraduate enrollment by 15%
over the next academic year.

2.Align with Institutional Mission:
Develop a content strategy that showcases
the institution's academic programs, faculty
achievements, and student success stories.

3.Metric Measurement of Choice:
Conversions (leads going to Admissions)

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Social Media Campaigns

Strategy #3: Implementing Digital Marketing Strategies
Using social media, email, and online
ads for maximum reach: Use social
media advertising tools to target specific
demographics and interests.
Creating engaging content: Focus on
creating visually appealing and interactive
content, such as videos, infographics, and
polls, to engage your audience.

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Google Search Campaign for Lead Generation

Strategy #3: Implementing Digital Marketing Strategies
Ad Example
Landing Page Example

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Email Marketing

Strategy #3: Implementing Digital Marketing Strategies
Ensure the email content is informative
and engaging.

Design emails that are mobile-friendly to
ensure they look good and are easy to
read on all devices.

Divide your email list into segments
based on demographics, behaviors, and
preferences.

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SEO and Content Marketing

Strategy #3: Implementing Digital Marketing Strategies
Conduct thorough keyword
research to understand what
prospective students are
searching for.

Create high-quality,
informative, and engaging
content that addresses the
needs and interests of
prospective students.
Source: Google Ads

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SEO and Content Marketing

Strategy #3: Implementing Digital Marketing Strategies
Develop a content calendar to plan and organize your content creation and publishing
schedule. This helps in maintaining consistency and ensures that all important topics are
covered throughout the year.

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Marketing Automation Tools

Strategy #4: Leveraging Technology for Enhanced
Marketing
Implement a Customer
Relationship Management tool
like Mautic by HEM to streamline
repetitive tasks such as email
campaigns, social media posting,
and lead nurturing.


Use the analytics features of
marketing automation tools to
monitor campaign performance
in real time.

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Chatbots and AI Tools

Strategy #4: Leveraging Technology for Enhanced
Marketing
Implement AI-powered
chatbots on your website to
provide instant support and
information to visitors.

Chatbots can handle
common queries, guide
users through the site, and
provide personalized
assistance based on user
behavior.

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Audience Poll #2
24
What is your biggest challenge when preparing for the new school year's
marketing campaigns?
A.Developing a comprehensive content calendar
B.Gathering new marketing assets (videos, photos, etc.)
C.Engaging prospective students through digital channels
D.Measuring and analyzing campaign performance

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Marketing Prep Made Easy

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Content Calendar Development
26
Date Theme Content TypeTopic / Title Audience Channel
August 1st,
2024
Application tipsBlog "How to Ace
Your College
Application"
Prospective Website /
Email
August 1st,
2024
Back-to-school
tips
Instagram
Reels video
Back-to-school
at [College
name]
Current /
Prospective
Instagram
August 3rdCampus Life Blog "A Day in the
Life of a
Student"

Identify key events and topics that can be developed throughout the school year and create a
content calendar.

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Event Promotion
27
●Identify events that need promotion, such as open houses, orientations, and special
programs.

●Plan for both organic promotion and paid advertisements for maximize reach (~4 weeks)

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Gather New Assets
28


●Encourage students to submit photos and
videos of their daily activities and special
events.

●Work with faculty and staff to identify
opportunities for capturing academic and
extracurricular activities.

●Conduct a thorough audit of your existing photo
and video library. Identify assets that are still
relevant and can be repurposed or updated.


●Schedule photo and video shoots at least once per quarter to capture a variety of
seasonal activities and events. This ensures a constant flow of fresh content
throughout the year.

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Update Previous Marketing Materials
29
●Schedule regular reviews of all marketing
content to ensure it reflects the most up-to-date
information about your institution, programs,
and events.

●Set a quarterly or bi-annual review process to
systematically update content.

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Sample Timeline for Execution (Inbound)
30
Week 1 (August 1-7) Teasers

Social Media:
Post 1: "Back-to-School Countdown!”
Post 2: Share a teaser video or image of campus life with a countdown timer.
Post 3: Engage followers with a poll about their favourite school memories or what they’re
most excited about for the upcoming term.

Blogging:

Post 1: "Top 5 Reasons to Be Excited About the New School Year" – Discuss new programs,
campus updates, and student resources.

Post 2: "How to Prepare for the New School Year: Tips for Success" – Offer practical advice
for students to get ready for the new term.

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Sample Timeline for Execution (Inbound)
31
Week 2 (August 8-14) Grow Interest

Social Media:
Post 1: Share a student testimonial or success story.
Post 2: Post about any new or updated programs being offered in the upcoming term.
Post 3: Conduct a live Q&A session with a current student or faculty member.

Blogging:
Post 1: "A Day in the Life of a [Program] Student" – Provide a detailed look into a typical day
for a student in a specific program.

Post 2: "Spotlight on Our New Programs: What’s New This Term?" – Highlight new courses
and updates.

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Sample Timeline for Execution (Inbound)
32
Week 3 (August 15-21) Value & Benefits

Social Media:
Post 1: Share a behind-the-scenes video of campus life or a virtual tour.
Post 2: Post infographics or visuals highlighting the benefits of enrolling in specific programs.
Post 3: Create an engaging post asking followers what they are most excited to learn this
year.

Blogging:
Post 1: "The Benefits of Continuing Education: How Our Programs Can Help You Achieve
Your Goals"

Post 2: "Meet Our Faculty: Interviews with Professors and Instructors" – Introduce key faculty
members and their backgrounds.

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Sample Timeline for Execution (Inbound)
33
Week 4 (August 22-28) Final Push

Social Media:
Post 1: Share a final reminder about registration deadlines with a strong call-to-action.
Post 2: Post student testimonials focusing on the ease and benefits of the registration
process.
Post 3: Countdown posts leading up to the registration deadline.

Blogging:
Post 1: "FAQs About Enrolling for the New Term" – Answer common questions about the
registration process.

Post 2: "Why Now Is the Perfect Time to Enroll: Success Stories from Recent Graduates"

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Sample Timeline for Execution (Inbound)
34
Week 5 (August 29 - September 4) Welcome

Social Media:
Post 1: Welcome new students with a warm and engaging post.
Post 2: Share details about orientation events or important dates.
Post 3: Post a live video or stories featuring orientation highlights and campus tours.

Blogging:
Post 1: "Welcome to Our New Students: What to Expect During Your First Week"

Post 2: "Orientation Week: Tips for Making the Most of Your First Days on Campus"

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Sample Timeline for Execution (Ads)
35
Weeks 1-3 Google Ads: Display campaigns to reach a bigger audience
and build awareness
Meta Ads: Boosted Posts + Demographic-based Traffic
campaigns
Weeks 4-6 Google Ads: Search campaigns to focus on generating high
quality leads
Meta Ads: Remarketing Lead generation campaigns
Add online ads promoting live event
Week 7 New Term begins

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Final Tips for Creating Visually Appealing
Materials

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Branding Checklist
37
Develop and adhere to a set of brand guidelines that include your
institution’s colors, fonts, logos, and imagery styles.

Create templates for common materials such as brochures, social media
posts, and presentations.

Invest in high-quality, professional photos that accurately represent your
institution.

Include a diverse range of images that showcase different aspects of
campus life, academic activities, and student experiences.

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Branding Checklist
38
White Space: Use white space effectively to create a clean and uncluttered design. White
space helps draw attention to the key elements of your content and makes it easier for
viewers to process information.










Hierarchy and Structure: Organize content with a clear visual hierarchy using headings,
subheadings, and bullet points. This makes it easier for readers to navigate and understand
the content quickly.

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Accessibility
39
Inclusive Design:

Ensure that your materials
are accessible to all users,
including those with
disabilities. Use alt text for
images, provide transcripts
for videos, and choose
accessible color
combinations and fonts.

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Accessibility
40
Responsive Design:

Design your materials to be
responsive, ensuring they
look great on all devices,
including desktops, tablets,
and smartphones. This
ensures that your content
reaches and engages the
widest possible audience.

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Key Takeaways

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Maintaining a strong presence on social media
platforms is essential, as these are the primary
channels for reaching Gen Z and Millennials.
Key Takeaways
42
Institutions need to stay attuned to changing
student behaviors and expectations to enhance
engagement and retention.
Conducting market research and using marketing
automation tools can help schools identify and
leverage the most effective marketing channels.
Analyzing past marketing campaigns and setting
SMART goals can lead to more successful
marketing strategies.
Implementing marketing automation tools and
AI-powered chatbots can streamline marketing
efforts.
1
2
3
4
5

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Boost Your Student Enrollment with a Back to School
Campaign!

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HIGHER-EDUCATION-MARKETING.COM44
Contact HEM for Customized Solutions
Scott Cross
North America Regional Manager
514-312-9048
[email protected]
Erik Fiuza
Europe & UK Business Development
[phone]
[email protected]

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HIGHER-EDUCATION-MARKETING.COM
[email protected]
6560 DE L'ESPLANADE, SUITE 204
MONTREAL, QUEBEC H2V 4L5
[phone]