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Unlocking the Power of Marketing Segmentation

Unlocking the Power of Marketing Segmentation

For those of us in education marketing, the first thing we think of when talking about segmentation is demographics. But if you stop there, you’ll miss the real power behind marketing segmentation.

In the vast amounts of material available today on education marketing, you’ll almost always come across a word about segmentation. There’s good reason for that.

The most effective marketing messages are the ones that zero-in tightly on your target audiences.

Yelling into the town square won’t get my attention. But just mention my name and you’ll have my ear.

I think we all understand this instinctively. So today, instead of showing you why you should be segmenting your audiences, I want to show you how to tap into the real power of segmentation.

The real power of segmentation kicks in when you understand the various levels of segmentation and leverage them all to create the most useful and irresistible content possible for them.

Too many education marketers dive into segmentation by dividing up their audience by one or two segmentation methods. But the most successful marketers have mastered the art of using all three levels of segmentation to craft their school marketing content.

Segmentation 101: Demographics

Almost every marketer begins their segmentation process with the simplest type of information: demographics. Data to begin your segmentation at this level is basic:

• Age
• Gender
• Physical Address
• Ethnicity
• Household income
• Homeownership
• Education
• Number of Children
• Marital status

You can get this information from a variety of sources—list brokers, wealth analytic models, etc. But the best way to get this information is from your audience themselves.

When your audience tells you about themselves through marketing surveys or by giving you their contact info in order to download your latest resource, it’s free and highly accurate. In contrast, you’ll pay through the nose for data brokers, and even then, they can only promise so much accuracy.

But no matter how you acquire your demographics, this is only the beginning level of segmentation. To experience phenomenal results in your education marketing, you have to go to the next level.

Segmentation 201: Psychographics

Psychographics is a big, fancy term that just means knowing how a group of people view the world and themselves.

It’s the story that they’re telling themselves about themselves and the world in which they live. In other words, when your audience thinks or talks about your area of education…

• What do they want more than anything else?
• What do they worry most about?
• What angers them?
• What makes them happy?
• What experiences do they remember?
• What makes them proud?

For me, this is the most helpful way for you as an education marketer to determine the psychographics of your audience:

What questions are they asking that my school is uniquely positioned to answer?

How do I choose a career? Is my child really going to do better in life if I invest in a private school education? Does it make any difference if I choose a rural or urban campus?

Questions like these show you what your audience cares about, worries about, and hopes for.

This level is so effective, if you stayed here, you’d see a tremendous increase in your marketing results. But, to unlock the full power of segmentation, there’s one more level you need to reach.

Segmentation: 301: Engagement

Engagement is where reality meets theory, where strategy meets the real world. No matter what your preliminary research, interviews, and focus groups might tell you, you need to collect engagement data and refine your audience segments based on what you learn.

Some examples of engagement data are:

• Email opens
• Click thrus
• Number of visits to your website
• Time spent on your website
• Signed up for event like campus visit, alumni reunion, etc.
• Downloaded your viewbook
• Subscribed to your alumni newsletter

The beauty of analyzing engagement data is that now you’re not just talking to your audience—you’re listening to them!

For example, when you see high traffic on a blog post, you know that topic is resonating with your audience. You can then repurpose that content in other channels like print or a video.

When you begin understanding your audience through the lens of all three levels of segmentation, you’ll discover the true power of segmentation.

We’re here to help!

Of course, using all three levels of segmentation takes time and an experienced hand.

We’d be happy to help you and your team unlock the benefits of segmentation and inbound marketing for your school, college, or university.

Get ahold of us today to find out how we can help you achieve the results you know your school deserves.

Image by NJ via Adobe Stock

This post was originally published at: https://www.caylor-solutions.com/unlocking-power-segmentation/

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10 Components of a Successful Education Marketing Plan – Part II

10 Components of a Successful Education Marketing Plan – Part II

Marketing is a disciplined approach to corporate communications that increases your organization’s bottom line, expands the scope of your influence, and broadens your impact.

Marketing isn’t gambling. Marketing is not magic. So why do some schools’ marketing efforts work and others do not?

Well, because successful marketing is a discipline. It’s work… work that pays off when done well.

Education marketing that fills recruitment pipelines and builds donor pyramids requires specialized skills and knowledge. But the one thing that ties it all together for you and your team is your education marketing plan.

Last week, I showed you the first five must-have components of a successful education marketing plan. Today, let’s dive into the final five.

6. Competition (Price) Research

The sixth component of a successful education marketing plan is that it documents the advantages and offers of other schools like yours. Limit your research to the top 3 or 4 competitors who’re reaching out to the same target audiences you are or who have similar distinctives.

Key Questions to Ask

• How much do my competitors charge?
• What do they do better than we do?
• What do we do better than they do?

7. Content Strategy

In today’s world, content is king. With more ways to consume information, and more devices to access content, prospective students and their families look for corporate brands (like your college, university, or school) to produce informative and entertaining content as if they were media companies.

Thankfully, content marketing isn’t new. Major brands like John Deere have built their empires on it. And now that methods and equipment for media creation have become more cost-effective, even schools on tight budgets can create and distribute irresistible content for their target audiences.

Key Questions to Ask

• What content channels (blogs, videos, infographics, print, etc.) are we best equipped to create?
• What content channels are most effective to reach our target audiences?
• What content channels fit within our budgetary restrictions?
• What content channels can we best measure to know our return on investment?
• What are the questions our audiences are asking?
• What content could we create to answer their questions?

8. Distribution Plan

If content is your “product,” then you need a way to get it to your “customers.” You need a distribution section for your education marketing plan.

Here is where you line up the various platforms that you’ll use to announce your newly published content. By using well-written headers, banners, images, popups, social media posts, and more, you will be able to drive traffic to your content.

In this section, you’ll write out the various requirements you have for those managing each platform. For example, if you’re posting to Instagram, you may specify that every post must have stunning imagery, or hashtags, or other specifications to assure the successful use of your distribution channels.

Probably the most important reason to include this section in your plan is that it will focus your messaging in places where your audience hangs out. By creating a distribution plan, you’ll avoid wasting your efforts, resources, and time on distributing content on platforms that fail to catch your audience’s attention.

9. Editorial Calendar

Please, please, please… don’t forget your editorial calendar! Your editorial calendar is where the rubber meets the road.

Your calendar tells you and your team what content will be created, for whom, and by when.

The editorial calendar is your accountability tool that keeps content production up to speed and running like a factory. Without it, you’ll get slowed down or lost in the process.

10. Marketing Budget

At last, we come to the end of our list. But although it’s last on my list today, a successful education marketing plan will be written with the budget in mind from start to finish.

However, it’s a good idea to include the marketing budget within your plan for quick reference. You’ll also want to have it there to see how well you stayed on budget. This information will prove helpful when you rework your marketing plan in the future.

Besides serving as a quick reference to your larger marketing budget, the budget you put into your marketing plan should also connect each activity within your plan to the more general numbers of your departmental budget.

Most marketing budgets are rather high-level. So for your education marketing plan, you’ll want to take the broader categories of your marketing budget and drill down to tactical levels like…

• How much will you spend on social media and search engine ads?
• How much will you spend on search engine marketing?
• How much will you spend for content creators such as writers, designers, and web developers?
• How much will you spend on outside consulting and marketing services?
• How much will you spend on digital marketing automation and metrics software?
• How much will you allocate between print and digital resources?

Education Marketing Plan Service

At Caylor Solutions, we absolutely love helping schools like yours identify their greatest areas of opportunity and plan for marketing success. We’re here to help you take the mystery out of successful education marketing!

Get ahold of us today. The call is free, and there’s no obligation.

Image by AVAVA via Adobe Stock

This post was originally published at:  https://www.caylor-solutions.com/10-components-education-marketing-plan-2/

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10 Components of a Successful Education Marketing Plan – Part I

10 Components of a Successful Education Marketing Plan – Part I

You’ve heard it before. Failing to plan is planning to fail. But not all education marketing plans are equal. The quality of your plan will determine the quality of your success.

Sometimes institutional leaders view marketing as if it were gambling: You pay the money. You give it a crank…

And you watch with bated breath to see what happens.

Eventually, after years of few to no results, board members and executive staff stop playing altogether. At best, they come to think marketing’s just a financial sinkhole or, at worst, a scam—resulting in ever-diminishing enrollment pipelines.

But marketing is not a game of luck.

There are proven methods, strategies, and principles that can create measurable progress towards your school’s organizational goals.

But to do this, you need an education marketing plan.

And your plan has to include all the pieces of successful, proven marketing.

Here are the ten components of a successful education marketing plan you must have.

1. Marketing and Brand Audit

To get to where you’re going, you have to know where you are. This section is where you will describe the current status—the good, the bad, and the ugly—of your school’s marketing activities and brand perceptions.

Out of your entire educating marketing plan, the audit section might take you the longest to create. You’ll need to gather data from your revenue centers, like enrollment and development, and your core programs. This might require a series of interviews with various department heads, managers, and faculty.

Key Questions to Ask

• What marketing content is currently being created and by whom?
• How well do current marketing materials visually (colors, typography, images, etc.) represent your school’s brand?
• How could the visual elements of your school’s brand be better?
• How well do current marketing materials communicate your brand?
• Are there key parts of your brand that are not being conveyed?
• Are your marketing materials answering your audience’s questions?
• Do your marketing materials contain emotional elements, or is it presented in dry, academic style?
• What is working and what is not based on your school’s Key Performance Indicators?

2. Target Audiences

Your academic institution isn’t for everyone in the marketplace. Your education marketing plan must identify who needs to receive your brand’s messaging. Your school isn’t for everyone, but you must clarify the ones whom your school can best serve.

In this section, you want to spend time sketching out the various audiences for whom you will be creating your marketing content.

Write out their physical characteristics like their age and gender. Think through their dreams, fears, concerns, and frustrations. Give them names and even pull generic photos to create target-audience avatars for each target audience.

The marketing personas you create for this section will be sources of inspiration for your marketing campaigns in the future—so don’t cheat yourself here.

Key Questions to Ask

• Who is best served by what my school has to offer?
• How do they see their world and the role education plays in it?
• What are their goals or dreams, and how’s my school best positioned to help them reach them?
• What are the questions each of my target audiences is likely to ask of us as a school?
• What fears or concerns do my target audiences have about my area of education that I can allay?
• Who are the influencers and decision makers?

3. Brand Distinctions

There’s no other college, university, or academy on the planet like yours. Your uniqueness is your greatest advantage, so you must identify the various ways that you stand out from your peers.

• Your cutting-edge research in a specific field
• Your innovative programs that combine various learning methods, disciplines, or activities in a way no one else does
• Your educational philosophy as a faith-based school, an eco-friendly school, or a working school
• Your pricing

Truthfully, the hardest part of this section is simply deciding on a set of distinctions that your education messaging will emphasize.

There are so many ways that you could set yourself apart from the rest of the pack, but your content must be laser-focused on a limited set of distinctions. This is the best way to create a space in the market only your brand can truly fill.

That’s why you’ll need to have defined your target audiences before this section. Knowing your target audience’s preferences and needs will help you choose which distinctions are the ones you should be communicating through your marketing.

4. Brand Statement

Your school’s brand statement is where you synthesize all of your brand distinctives with your corporate values and beliefs. From these, you create the promise you make to your target audiences.

Your brand statement can read like an elevator pitch. Here’s an example:

At [INSERT YOUR SCHOOL’S NAME HERE], we believe education should [INSERT YOUR BELIEFS HERE]. We help students [INSERT HOW YOU HELP STUDENTS ACCORDING TO YOUR BRAND DISTINCTIONS] by [MAKE YOUR PROMISE TO THEM HERE].

The statement can also be several paragraphs, but not longer than a page. For good measure, you can also write out nuanced brand statements for your various audiences.

But in my experience, the only necessary brand statement is the one you make to your primary audience—which, if you’re an education marketer, should be prospective students.

5. Unique Selling Proposition (USP)

Your Unique Selling Proposition is where you take your brand statement and distill it even further. It is your brand in its most concentrated form. It is your school in its most authentic form.

Key Questions to Ask

What problem are you uniquely positioned to solve? (Special needs education, spiritual formation, job preparation, etc.)

• For what kind of student are you solving the problem?
• What are the outcomes of graduating from your school? In other words…
• What will the student be like or be able to do when they graduate?
• What will the world/community/industry be like because they graduated from your school?

Take your time on this one and think it through.

If you had 60 seconds to tell a prospective student why they should choose your school, this is the proposition you should give them, because it is the unique quality that is most likely to “sell” your school.

Education Marketing Plans Work

Next week, I’ll share with you the final must-have components of your plan. But you don’t have to wait until then to get your marketing plan up to speed.

If you’re tired of the spotty results you’re getting from your education marketing, stop gambling! Get to work on your marketing plan today.

And if you could use an experienced hand, we’ve been creating education marketing plans for schools like yours for over thirty years—and we’re proud of the results!

So get ahold of us. We’d be happy to help!

Image by Marek via Adobe Stock

This post was originally published at: https://www.caylor-solutions.com/10-components-education-marketing-plan-part-1/

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Libra Coin Exchange Launch

Libra Coin Exchange Launch
Libra Coin is launching their exchange at 11 pm eastern standard time and the coin is expected to hit $15 - $25 if they are able to instill trust in new investors. http://ift.tt/2s4bKca we have high hopes for Libra as they have demonstrated a very capable knowledge in running a successful lending platform. Libra Libra Coin Libra Coin ICO Libra Coin Review Libra Coin Live Libra Coin Scam Libra Coin Lending Libra Coin ICO Review Libra Coin Interview Libra Coin Update Make money with bitcoin and cryptocurrency with Bitcoin Networker! http://ift.tt/2yGaLwP Get all the tools, training, and information you'll need to maximize your passive income opportunities in cryptocurrency when you join Bitcoin Networker today. Following the PIBTAC-V method of ICO investing, we are able to isolate a specific niche cryptocurrency that typically 3x - 20x in just 60 days, plus they pay out daily dividends just like "preferred stocks"! These daily dividends are making our members very wealthy while creating long term passive income! Below are some of the opportunities we have available. http://ift.tt/2ATZO0I http://ift.tt/2yGRQ5a http://ift.tt/2ARGwsJ If you are new to crypto and bitcoin and would like to get more information on what the two are, you can get some great info for free at http://ift.tt/2goZevF Check and like our Facebook page here... we stay posting great content http://ift.tt/2yAMgFT Subscribe to our YouTube channel here https://www.youtube.com/channel/UCV84ypzVsKeaEeX1H4WZLEg Make sure to hit the notification bell to the right of the subscribe button to make sure you get all of our updates as we will always provide our team with the latest crypto content available. https://www.youtube.com/watch?v=uo4gRBEWQUM

School board says member under investigation should resign

School board says member under investigation should resign <img src="http://ift.tt/2EaRCtu" height="1" width="1" alt=""/> http://ift.tt/2FE3K3A

Teachers to rally over pay, benefits in West Virginia

Teachers to rally over pay, benefits in West Virginia <img src="http://ift.tt/2E7H12G" height="1" width="1" alt=""/> http://ift.tt/2FEHZkf

12-year-old girl booked after accidental LA school shooting

12-year-old girl booked after accidental LA school shooting <img src="http://ift.tt/2EcCMTG" height="1" width="1" alt=""/> http://ift.tt/2FGQTNX

Bill making post-high school plan mandatory clears committee

Bill making post-high school plan mandatory clears committee <img src="http://ift.tt/2Ea3onX" height="1" width="1" alt=""/> http://ift.tt/2FDvPrz

Iowa Republicans unite behind $32M increase for K-12 schools

Iowa Republicans unite behind $32M increase for K-12 schools <img src="http://ift.tt/2E9nGOx" height="1" width="1" alt=""/> http://ift.tt/2FEMdrU

Congressman says official should resign after train joke

Congressman says official should resign after train joke <img src="http://ift.tt/2E7I42F" height="1" width="1" alt=""/> http://ift.tt/2FChnAk

Illinois tax credit scholarships on hold after site crashes

Illinois tax credit scholarships on hold after site crashes <img src="http://ift.tt/2E7FNoe" height="1" width="1" alt=""/> http://ift.tt/2FEenU5

NC school board delays choosing operator for takeover school

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Police: Suspect in LA school shooting believed to be 12

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Kansas revenue spike raises legislator hopes on school money

Kansas revenue spike raises legislator hopes on school money <img src="http://ift.tt/2E9nGy1" height="1" width="1" alt=""/> http://ift.tt/2FE0KnF

Hiring an Effective Education Marketing Agency

Hiring an Effective Education Marketing Agency

Educational marketers and development teams have much to gain by outsourcing their marketing efforts. But picking the right education marketing agency means the difference between success and failure.

As my friend Liza Fisher Norman of InspirED School Marketers so aptly put it, “powerful, effective marketing and communications are more important than ever for enrollment and development.”

With the number of schools out there competing for the same students, you MUST have a strategic marketing plan in place and the capacity to produce significant volumes of quality content consistently that will break through the noise and earn the trust of your prospective students and parents.

Even the biggest educational institutions rarely have all the strategic and execution skills they need in-house to fill up their enrollment pipelines with quality candidates.

That’s why hiring outside consultants and content creators can be one of your best decisions you make as an education marketer.

But you’ve got to pick the right one for you and your school. So here’s a helpful checklist of characteristics to look for in an effective education marketing agency.

12 Characteristics of an Effective Education Marketing Agency Expertise

While there are certain principles of successful marketing that cross industry barriers, education marketing is nuanced and the competition is fierce. You need a marketing partner that works exclusively in the education field, who has intimate knowledge of how the enrollment decision/admission process works.

The stakes are too high to put your name and budget dollars on an outside consultant who’s learning on the job with you.

Association

The educational community is all about relationships. It’s about people helping other people along in the pursuit of their dreams. Any marketing partner you work with should be known among the professional associations that represent your educational community.

References

Similarly to being known among the associations in your educational community, excellent marketing partners of every kind—agencies, consultants, freelancers, etc.—are always willing to provide references that you can talk to about their work.

Beware of the education marketing agency that’s unable or unwilling to provide good contact information for one of their previous or current clients.

Experience

Internet technologies have made the entry barrier into marketing much lower than ever before. Think of how smartphones have made everyone a “photographer.”

Overall, this is a good thing. New and bright minds are able to bring their creativity and passion to the table to serve you!

But a low entry barrier also means it’s easy to pack up and do something else, dropping you and all your marketing projects in the middle of an all-important campaign.

Look for education marketing agencies with years of experience under their belt. These folks have seen both good times and bad, and they’ve stayed in the game—right alongside their clients—through it all.

Beware the rockstar, flash-in-the-pan.

Shoes

You should never trust a barefoot cobbler. In the same way, you shouldn’t trust a marketing partner with your school’s budget dollars who doesn’t practice what they preach.

Do they have a high-performance website? Do they know how to create quality inbound marketing content? Are their social media channels running and active?

Make sure they’ve got their act together before you trust them with yours.

Accountable

Accountability comes in two forms:

1. Accountability to People
2. Accountability to Numbers

We’ve already covered what it looks like to be accountable to people by being a part of the educational community and providing solid references. But too many would-be marketers are scared to death of the numbers, nervous that they’re not bringing in the results their clients need.

A good education marketing agency measures their results. They know what metrics to track, and they know how to gauge real progress.

Look for marketing partners that can show you real results from their work.

Integrity

Numbers don’t lie, but unfortunately, people can and do. Integrity should be a non-negotiable attribute you look for in a marketing partner.

People with integrity will show you the real results, not too-good-to-be-true numbers. People with integrity will never exaggerate their role in the success. People with integrity give credit where credit is due.

Character counts. Look for that kind of marketing partner.

Candid

Related to the previous point, you need a marketing partner that will tell you the truth… even if you don’t like it.

Even if you’ve just spent a large part of your budget on a new website, your outside marketing partner should be willing to be candid about the performance gaps (if there are any) clearly and logically.

Sometimes the truth hurts, but we need it in order to fix problems and grow. Make sure you choose a marketing partner who’ll tell you the truth as they see it and are able to explain why they see it that way.

Chemistry

Chemistry is important. Do you like them?

To do good work, you will be meeting with them often. Do you look forward to seeing them again? Or, do you inwardly groan about having to set aside time to talk with them?

A good marketing partner should fill you with hope and excitement for the future. If you feel drained emotionally after meeting with them, it’s probably time to break up.

Services

Be sure that the services you need are part of their core abilities and not add-on sales or outsourced deliverables. If you need a website, do they create websites with their own team? Or is it just an afterthought? If you need research, is that a core competency?

Look for partners who will focus on what you need to focus upon.

Be sure that the deliverable you need is part of their core competency and not just an add-on.

Money

No matter how fun they are to be around, and no matter how dedicated they are to your school, eventually money will be a part of your marketing-partner relationship. Marketing partners that are a joy to work with won’t squirm when you start talking about money, budget, and restraints.

Mature marketing partners understand the way institutional budget cycles, RFP’s, and PO’s work. They also have transparent pricing, simple billing, and flexible payment terms.

Outside consultants are here to serve you, not make your life complicated. So look for partners who are mature during negotiations and billing.

Flexible

On the same note, look for an education marketing agency who is flexible with their services. Some marketers use a strict process, methodology, or service package structure.

With these guys, you’re going to get billed for services you don’t need whether you like it or not because it’s a part of their service package. Look for partners who will deliver what you need instead of trying to change your entire game plan.

Remember, you are looking for a partner to help you make your plans a success, not a boss to tell you what the plan is.

We want to work with you!

If you would like to work with an educational marketing agency with all of these qualities, why not get ahold of us? We’d love to be a part of your team and bring you the same proven results we’ve experienced with other clients like you!

Image by sezer66 via Adobe Stock

This post was originally published at: https://www.caylor-solutions.com/how-to-hire-an-effective-education-marketing-agency/

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Breakdown of Libra Coin Loan, Chrysos Exchange Live, MonyX News, Pagarex, & Farst Coin Manipulation

Breakdown of Libra Coin Loan, Chrysos Exchange Live, MonyX News, Pagarex, & Farst Coin Manipulation
In this video we Breakdown of Libra Coin Loan, Chrysos Exchange Live, MonyX News, Pagarex, & Farst Coin Manipulation! Get the info that is going to make you more crypto! https://goo.gl/Ci8JWK When you join our team, we give you back 100% of our affiliate commissions to you! Join our free telegram chat and stay updated with all of our launches, updates, and crypto news! t.me/bitcoinnetworker New to cryptocurrency and need Bitcoin? Check out Coinbase here and get $10 credited to your account just for signing up through our link. http://ift.tt/2DgEnEI Check out today's best exchange with the cheapest fees, Binance https://goo.gl/R9P1tM Make money with bitcoin and cryptocurrency with Bitcoin Networker! http://ift.tt/2yGaLwP Get all the tools, training, and information you'll need to maximize your passive income opportunities in cryptocurrency when you join Bitcoin Networker today. Following the PIBTAC-V method of ICO investing, we are able to isolate a specific niche cryptocurrency that typically 3x - 20x in just 60 days, plus they pay out daily dividends just like "preferred stocks"! These daily dividends are making our members very wealthy while creating long term passive income! Below are some of the opportunities we have available. http://ift.tt/2mkq2Qp http://ift.tt/2rdeGTq If you are new to crypto and bitcoin and would like to get more information on what the two are, you can get some great info for free at http://ift.tt/2goZevF Check and like our Facebook page here... we stay posting great content http://ift.tt/2yAMgFT Subscribe to our YouTube channel here https://www.youtube.com/channel/UCV84ypzVsKeaEeX1H4WZLEg Make sure to hit the notification bell to the right of the subscribe button to make sure you get all of our updates as we will always provide our team with the latest crypto content available. https://www.youtube.com/watch?v=W2e6kPReYdE