Webinar: Solving for Search and Social – Online School Marketing Campaigns that Generate Leads

Parents continually tell me that the primary ways they learn about a school is through word of mouth and online search. Word of mouth and online marketing should be the key strategies in your plan.

When a parent learns about your school from a friend, they will conduct an online search to learn more. Or, if they haven’t heard anything from a friend, they will search online by using keywords to discover schools near them.

In our digital world today, online marketing is essential for school leaders to embrace and implement.

Recently, I have had several conversations about online marketing with school leaders. These directors are investing in paid search and social media advertising campaigns, which is a very critical step to take.

However, when I asked them if the campaigns were generating real names of real leads, do you know what their response was?  They said that the campaigns were creating a lot of clicks and web traffic. What about leads? They said they didn’t know and the tracking wasn’t in place to identify leads.

Just because a company says that they can run your online marketing campaign doesn’t mean that they are the best choice for your investment. The proof is in the results and in the leads that are produced.

Online campaigns, if implemented correctly, should generate leads. After all, this is what you are paying for from your limited marketing budget.

Are you utilizing online paid marketing campaigns in your school’s lead generation efforts?

Are your paid campaigns generating real leads for admissions?

If you’ve been considering ramping up your digital advertising game, or if you’re spending money online but not seeing a tangible return, you’ll want to tune in for this free webinar. This is the fourth webinar in the Enrollment Marketing Spring Training Series sponsored by Enrollment Catalyst and North Star Marketing.

Clark Morgan and Laura Eisenga from North Star Marketing will lead the discussion in this free webinar. Clark is the Chief Operations Officer (I refer to him as the “Guru of Online Marketing”) and Laura is an Educational Marketing Manager. They will provide an overview of the major categories of digital marketing, help you understand which channels work best, and give you some pointers on how to track results.

Webinar: Solving for Search and Social – Online Campaigns that Generate Leads

Date: Thursday, April 15, 2021

Time: 1pm EDT

Presented by Clark Morgan and Laura Eisenga, North Star Marketing



If you haven’t registered for today’s webinar (4/12 at 1pm EDT) with Rudi Gesch on “Leading with Lead Goals: A Practical Strategic Framework That Makes Overwhelming Enrollment Goals Suddenly More Doable,” you can register now to attend live or view the recording.

Make sure you register for the additional webinars in the Spring Training Series:

Monday, April 19 – Inspiring Your School Community to Keep Your Families Enrolled

Are you concerned about retention? Is your entire school community focused on keeping your current families enrolled? During this webinar, we will discuss effective strategies that you can implement throughout your entire school community to keep your families enrolled.

Presented by Rick Newberry | Click here to register for this webinar

Thursday, April 22 – Awareness to Advocacy: Helping Prospective Parents Navigate the Buyer Journey

As families evaluate education options, they move through sequenced phases called “the buyer journey.” As they step through each phase — Awareness, Consideration, Decision, Evaluation, and Advocacy — their interests, questions, and objectives evolve. In this conversation, we’ll explore how your team can anticipate key inflection points in the buyer journey and align your marketing to keep families moving forward.

Presented by North Star Marketing team members: Kyle Saverance and Andy Lynch | Click here to register for this webinar

Monday, April 26 – Marketing Affordability to Break Through the Price Barrier – An Inside Look at Variable Tuition and Other Tuition Models

Your tuition price is the greatest barrier for prospective parents to consider your school. Most often, schools list their tuition prices and hope that parents will inquire and visit. However, it is critical that we market the affordability of our school. During this webinar, we will discuss Variable Tuition and other models to market the affordability of your school.

Presented by Rick Newberry | Click here to register for this webinar

Thursday, April 29 – Transforming Your Website to Convert Suspects to Prospects

Is your website making it easy for prospective parents to get the information they need to keep moving forward? In this talk, we’ll explore the difference between an informational school site and an action-oriented website. We’ll also help you identify several possibilities for website improvement projects over the summer.

Presented by North Star Marketing team members: Micah Fox and Michael Dechane | Click here to register for this webinar

Monday, May 3 – Parents as Ambassadors, Advocates, and Word of Mouth Marketers

Word of mouth is the number one way that parents discover your school. We all know this to be true, yet we do so little to inspire more word of mouth from our current parents. During this webinar, we will discuss the nine drivers of word of mouth and consider how you can utilize your parents as ambassadors and advocates in your community.

Presented by Rick Newberry | Click here to register for this webinar



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