February 15, 2011

Marketing 101A Crash Course in Effectively

Promoting Your Online Courses

Two Most Effective Forms of Online Course Promotion:

• Print Advertising– Catalogs– Flyers

• Websites

The State of CatalogsChanging Goals

Now: Promote Products and Tease the Buyer

• Internet has added step in process• Catalogs used to drive buyers to website• Transactions immediate

Why Catalogs Work

• Convenient– Catalogs act as a trustworthy salesperson– Once received, it is always available and easily

accessible– Websites have not replaced catalogs

• Near Universal Appeal– Wide variety of preferences and needs are

addressed

Why Catalogs Work Cont.

• Acceptance– Catalogs do not create suspicion among readers– Most find reading a catalog pleasurable

• Sharing – Catalogs are likely to be shared with friends,

relatives, coworkers, etc.• Longevity

– Catalogs are perceived as useful reference material that should be saved and used repeatedly

Can a Perfect Catalog be Created?

Take a look at your present catalog with an extremely cold, critical and

unsympathetic eye.

In other words, from a prospective student’s view.

Successful Catalog Design Strategies

• Separate Online Courses Section• Course Integration• Highlighting Top Sellers

Catalog - Online Courses Section

Targets individuals who open a catalog for a specific type of course

ed2go Marketing Templates

ed2go Marketing Templates

• Feature Popular Courses• Catchy Descriptions• Enrollment Information• Ability to include

– School Name– Web Address– Contact Information– Price

Santa Rosa Junior College

• Went from three quarters page to full page

• Used ed2go marketing template

• Enrollments Grew 500% from 8-10 per month to 40-50 per month

Santa Rosa Junior College Cont.

Edmonds Community College

• Used 3-page ed2go marketing template

• Combined with website upgrade

• Enrollments grew 170%+

Edmonds Community College Cont.

Edmonds Community College Cont.

• Online Career Training Programs

Catalog Online Courses Page – Tip

• More does not necessarily mean the merrier.– Too many course titles can be overwhelming to a

catalog reader.• Do not be tempted to list course titles with no

descriptions.– Descriptions entice and drive buyers.

• Identify Online Course section in the Table of Contents

Catalog – Course Integration

• Targets individuals who already know what course they want, but have not decided on the delivery method

• Gives students options

Catalog – Course Integration

• Online is not a replacement, rather a substitute– Do not look at online courses as competition to

classroom training• Caters to those with busy

schedules

Kennesaw State University

• Constantly ranked in top 3 of ed2go top partner list

Kennesaw State University Cont.

Catalog – Course Integration Tips

• Important to include enrollment instructions throughout the catalog

• Feature your ed2go URL prominently• Include an ‘online’ icon or short phrase to

indicate course is available online

Which Strategy is Best for You?

• Online Courses Page(s)– This strategy is great for those with limited space

• Course Integration– Allows you to spread out your online offerings

throughout the catalog– Best for those who have a bit more freedom in

regards to space• Both?

– A great option that sometimes does not require much space at all

Complement Your Print Promotion with an Exceptional Website

Effective Websites Act as a Storefront

• Feature Information an Individual is Seeking– Too much information on a homepage can be

overwhelming.– Detailed information should be available to

individual, but not forced upon them.• Information is Easy to Access

– Too many clicks results in loss of sale (prospective student).

The Art of Using Hyperlinks

• Hyperlink - word, phrase, or image that you can click on to jump to a new document or webpage. – The best ed2go-related hyperlinks to use are:

• ed2go Instructor-Led Online Courses• ed2go Online Career Training Programs

– Pair the Hyperlink with short description explaining the type of online training you’re offering.

Effective Use of Hyperlinks

Hyperlink

Hyperlink

Effective Use of Hyperlinks Cont.

Moving Forward

• Make sure your print promotional materials complement your website.– Web addresses, enrollment instructions, etc.

must be straightforward and explained well.

• Utilize the resources we make available to you.– Catalog and Flyer Templates– Website Suggestions– Account Managers

Thank You