Director of Admission & Financial Aid at Sewickley Academy, PK-12 Day School located near Pittsburgh, PA. Blog, podcast, speak at SchneiderB.

Transcription

1 BRENDAN SCHNEIDER Who BRENDAN SCHNEIDER Director of Admission & Financial Aid at Sewickley Academy, PK-12 Day School located near Pittsburgh, PA. Blog, podcast, speak at SchneiderB.com Board of Directors at AISAP 1

2 Outline 1 Our Story 2 Goals 3 4 Social Media Marketing 5 Lead Nurturing Our Story 2

3 3

4 Social Media Likes? Friends? Followers? 4

5 Pittsburgh Private School 5

6 Goals The Apple Effect Scrapbook Dance Firehose Outline.INBOUND MARKETING 6

7 Poll Question Is your school using inbound marketing? Yes No 7

8 Inquires Personas 2 Keywords 3 SEO 4 Content 5 Social Media Personas 8

9 personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way. Anne Ramsey First generation independent school family Two parents working Concerned about transportation Pain point: before and after-school care 9

10 Keywords 10

11 Social Inbound Media Marketing Chip and Dan Heath The person sharing the idea has all sorts of insider information that others don't, so they have already framed the problem and understand its relevance. 1 Independent 2 3 Private Competitors 11

12 SEO 1 Relevance 2 3 Authority Social Signals 12

13 url keywords <title> tag <H1> tag 13

14 Content 14

15 Poll Question Is your school blogging? Yes No I don t know Blog 1 One Topic Words 3 Sexy Title 4 Image 5 Educate/Entertain 15

16 Blog 1 Sub-Domain 2 1/Week 3 Be Consistent 4 Team 5 Blogger-in-Chief 6 Comments 7 Social Sharing Blog Topics 1 Using Technology to Teach Math in the Elementary Classroom 2 Responsive Classroom - It Begins With The Morning Meeting 3 19 Book Recommendations for Elementary School Children 4 How Do You Convince a Sewickley Academy Grad Not to Go to Yale? 5 Should You Send Your Child to Private School? A Response 6 At What Age Should My Child Get A Cell Phone? 7 3 Steps To Transition Your Child Back Into a School Schedule 8 Guide to Pittsburgh Holiday Fun (with hot chocolate!) 16

17 Poll Question Is your school blogging? Yes No I don t know Social Media 17

18 2/5/

19 R Human Resources Resources 19

20 Outline.SOCIAL MEDIA MARKETING Poll Question What is your school s main social media channel? Facebook Twitter YouTube Pinterest Instagram Other 20

21 Social Media Joe Pulizzi In social media marketing, the center of gravity the focus of the marketing activity is located within the social networks themselves In contrast, the center of gravity for content marketing is a brand website. 75/25/1 Rule 21

22 Social Media Facebook Suggestions Highlights 1 Time 2 Tools 3 Goals Start here. Use Facebook as your school. Combine constituencies on one Facebook page. Beginner: Scrapbook Advanced: Strategy Facebook 1 Short Stack 2 Woobox TOOLS 3 Pagemodo 22

23 Facebook Facebook 23

24 Facebook Social Media Twitter Suggestions Highlights 1 Time 2 Tools 3 Goals Begin personally first. Share great resources your families will find interesting. Combine constituencies on one Twitter account. 24

25 Twitter 1 Sprout Social 2 Hootsuite 3 Tweet Deck 4 Twitter Web TOOLS Twitter 25

26 Twitter Social Media Pinterest Suggestions Highlights 1 Time 2 Tools 3 Goals Begin personally first. Always include a link with your images. Pin your pages and drive people back to your website. 26

27 Pinterest 1 Tailwind App TOOLS Pinterest 27

28 Social Media Instagram Suggestions Highlights 1 Time Large growth from students. Cross-post. 2 3 Tools Goals Instagram Tuesday Social Media Google+ Suggestions Highlights 1 Time 2 Tools Love does not equal audience. Use if creating content already. 3 Goals Hangouts. 28

29 Instagram Social Media YouTube Suggestions Highlights 1 Time 2 Tools 3 Goals Don t launch until you are ready seconds. iphone - Horizontal. 29

30 Social Media Social Media R Human Resources Resources 30

31 Outline.LEAD NURTURING 31

32 Poll Question Is your school using lead nurturing? Yes No Lead Nurturing 32

33 Lead Nurturing Lead Nurturing 33

34 Case Study Blueprint Case Study Challenge 34

35 Case Study 1) Personas Case Study Anne Ramsey First generation independent school family Two parents working Parents and children attend(ed) public school Don t know/understand the admission process 35

36 Case Study 2) Keywords Case Study 36

37 Case Study 3) SEO Case Study 4) Content + 37

38 Case Study Case Study 38

39 Case Study Case Study 39

40 Case Study 5) Social Media Case Study 6) PPC 40

41 Case Study Case Study 41

42 Outline.QUESTIONS Thank You! Contact 1 brendan@schneiderb.com 2 schneiderb.com 42