Online Marketing & Lead Generation Is it Right for You?

Don Sears & David McKee Friday, November 16, 2012

About Us Don Sears, Director of Sales, Envisage International • Over 15 years experience in internet marketing and advertising • Sales expertise in media, television, advertising and social media marketing • Responsible for lead generation and advertising efforts • Bachelors degree in Meteorology David McKee, Director, International Admissions, Concord University, Athens, WV • Master International Business, Saint Louis University • 6 years experience in International Education

About Us Envisage International Our goal is to empower and encourage students to pursue an international education, and provide them with the tools they need to educate themselves and experience the world. • Neptune Beach, Florida • Started in 1998 • Owner of the largest international student facing network of sites • InternationalStudent.com (US, UK, Australia) • InternationalStudentInsurance.com • ESLdirectory.com • Over 7 million students interact with our sites each year • Business Units • Insurance • Loans • Leads and advertising

About Us Concord University • Concord University • Public University, Established 1872 • Location: Athens, WV • Enrollment: 2,900 • 100 international students - 32 countries • Liberal Arts and Sciences Focus • Campus benefits • Small class size (12:1) • Safe rural environment • Rigorous academic preparation for graduate study

Agenda

• Why Online Marketing • What is Lead Generation • Envisage International • How we use online marketing and lead gen to reach students • Best Practices – What works, what does not work • Concord University • How they use online marketing and lead gen to reach students • Best Practices – What works, what does not work • Connecting with leads during International travel • Q&A

What is Online Marketing? Definition The marketing of products or services over the Internet. Online marketing includes: • Banner Advertising • Search Engine Marketing (SEM) • Search Engine Optimization (SEO) • Email Marketing • Mobile Advertising • Social Media

What is Lead Generation? Definition • Lead generation is the generation of consumer interest or inquiry into products or services of a business • What do you need to generate leads? • Traffic – People visiting your site • Search • Aggregators • Convert the Traffic to leads • Online marketing tools • Email database • Banner ads • Newsletter list • Content

How to Generate Leads? Definition

• What do you need to generate leads? • Traffic – People visiting your site • Convert the Traffic • Online marketing tools • Email database • Banner ads • Newsletter list • Content

Importance of Online Marketing? Online Marketing Statistics

• Worldwide Internet Stats • 2.3 Billion – The number of global internet users • Over 1 Billion in Asia • 315 million entire population of the US • 2.7 Billion by 2015 • Penetration by Region • Asia • North America • Europe • Africa • Latin America & Caribbean

Source: International Telecommunications Union Reach Local

Internet Global Usage Statistics InternationalStudent.com

Importance of Online Marketing? Social Statistics •

Facebook • 1 billion active users (155 Million in the US) • There are 2.7 billion likes/comments per day • 250 million photos uploaded per day • 2015 more FB users in India than US • Does not work in China (most active country on social media)

• Twitter • 465 million Twitter accounts • 11 new accounts every second • Users by country • US 107 million • Brazil 33 million • Japan – 30 million • UK – 23.3 million • Indonesia – 19.5 million Source: TheSocialSkinny.com webanalyticsworld.net

Importance of Online Marketing? Social Statistics

Facebook Users by Country 1 2 3 4 5 6 7 8 9 10

United States Brazil India Indonesia Mexico United Kingdom Turkey Philippines France Germany

167,821,900 59,595,140 59,448,040 49,736,700 38,797,900 33,031,920 31,492,640 29,852,680 25,297,480 24,813,320

Source: Socialbakers.com

Importance of Online Marketing? Take Aways

• • • • •

Students are online – brought up with the internet Comfortable surfing & socializing there Looking for information & getting answers Internet not going anywhere Moving towards mobile (2015)

Source: TheSocialSkinny.com

Envisage International InternationalStudent.com • Envisage International’s Flagship Site • True resource for students that want to study outside their home country. • Free • Students • Your college or university • Organic traffic • Content driven

Envisage International Overview InternationalStudent.com

Envisage International Overview Online Marketing

Envisage International Overview Featured School

Envisage International Overview School Profile

Envisage International Overview School Profile

Envisage International Overview Content

Envisage International Overview Content Creation and Distribution

Envisage International Overview Content Creation and Distribution

Envisage International Overview Email Marketing

Envisage International Overview Marketing

Envisage International Overview Content Creation and Distribution

Envisage International Overview Newsletter – 420,000 Opt in Subscribers

Envisage International Overview Social Media

Envisage International Overview Social Media

Envisage International Overview Effects of Good SEO

Envisage International Overview InternationalStudent.com

Concord University International Recruiting Challenges • West Virginia is relatively unknown outside the US • Athens, located in a small town, rural area • Entertainment options involve outdoor activities • Diversity Goals • 32 countries out of 100 international students • Campus size makes diversity more important than numbers • International Travel • Limited staff • Expensive • Online Marketing & Recruiting • Better ROI • Instant and continuous communication • Connect prospects to Twitter and Facebook • Attract diversity

Concord University E-Marketing and Recruiting • Developing lead generation partners • Maximum reach & Branding • Identify partners & recruiting regions • Envisage International, LearnHub • Engage your Prospects & Partners • Social Media Campaign – Facebook, Twitter, etc • Webinars, Chats & E-College Fairs • Hobsons Virtual Fairs • Travel for Education Fairs and school visits

Concord University Partnership with Learnhub

Website vs Web Presence

Envisage International Overview Content

Concord University Facebook

Concord University

Concord University International Travel and Web Leads • Education fair travel • Mass market approach, no guarantee of success • Depends on prospective student attendance and fair marketing • Make your international recruitment more effective • Connect with your leads in person while traveling abroad • Host one on one interviews or group presentations at your hotel • Guarantee that you are meeting students who are interested in your institution

Concord University First Year of Changes • Started the job in October 31, 2011 • 9 months of prep for Fall 2012 • Partnered with Learnhub and Envisage International • Traveled to 15 countries (Spring 2012) • Increased scholarship opportunities • Streamlined admissions process • Instituted communication plan • Transformed international webpage

Concord University Outcomes • Fall 2011 • 86 Enrolled International Students • 11 New International Students • 22 Countries • Fall 2012 • 100 International Students • 40 New International Students • 32 Countries • Fall 2013 • Additional growth expected

Best Practices • Timely follow up is a must! • Follow up with student ASAP • How soon are leads delivered? • Need an ongoing communications plan • Weekly touch points • Newsletters • Know your limitations & available resources • Manage expectations of others • Give it time • Know your goals – leads vs. exposure

How to Market your School Online • Hire Envisage International! • Or Hot Courses, LearnHub, Zinch, Hobson’s… • Before you do, know your online strategy • Develop a web presence • Do it yourself • Run your own ads • Blog – Content piece • Social Media Strategy • Engage students • Have separate Facebook and Twitter accounts for international

It’s Q&A Time!! Don Sears Twitter @donniesears [email protected] 904-247-1387

David McKee [email protected] 304-384-6294