The Archives

Browse the content below to find what you're looking for.

TARGUSinfo Lead Scoring Summit: Recap

Saturday, May 21st, 2011

Whether or not you have been hiding under the proverbial lead generation rock you have redoubtably heard the buzz around lead scoring. If your a direct response veteran you know how important lead scoring is to the success of performance based campaigns. Over the last 2-3 years lead scoring in the lead gen space has become the number one buzz phrase used at every conference and networking event and for good reason. Lead scoring adds uber insight into your lead generation campaigns and can drive serious levels of optimization and customization. In the minds of lead buyers across the world the questions still persists: “Is lead scoring right for my company?”

At this point you’re expecting me to give you the magical answer, yes! However, instead I am going to be completely, 100% honest with you – I have no idea. I think we can all understand that each buyer needs to closely evaluate how lead scoring could benefit their operations to be able to answer that question appropriately. The first step for buyers is to determine what questions are they looking to have answered by lead scoring. Answering this question will get you on the right path to deciding whether or not lead scoring is right for your company.

Read More

Your Nugget of Marketing Wisdom

Thursday, November 18th, 2010

Stop wasting your money and resources!

Like any advertising/marketing professional, I keep an eye on what goes on in different verticals. What aggravates me the most is seeing people doing their advertising WRONG. We’re not talking about just WRONG, but about as WRONG as it can be. Read More

Making the Best of the Holidays: The NY’s Resolution Effect

Wednesday, October 27th, 2010

See full size image

Just when it seemed like the summer days would never end; it’s suddenly the holidays again. Everywhere one turns there are Thanksgiving hams and turkeys propped up in market windows, Christmas lights and Menorah’s adorning neighborhood homes, and limitless displays of toy commercials and jewelry ads. All of the festivities will be punctuated with the beginning of 2011.

At Geary, we’ve noticed a funny phenomenon happen during this time of year. After eating one too many turkey and cranberry sandwiches, and suffering through a December 24th mall trip, many people are ready for a fresh start. As the New Year approaches, after the gluttony of the holidays, individuals avow to lose 20 pounds, quit smoking, watch less TV, spend more time with their children, and other self-improvement goals. Now a new one is being added to the list more and more each year: go back to school and FINALLY get that degree.

Career colleges and online universities have changed the face of education in many meaningful ways, one of which was to erase the prohibitive semester system which gave students fixed windows as to when they could or could not attend school. Now learners can go back to school on their own clock, and many of them get the urge right before or around the New Year’s holiday.

Ways to Make it Work in Terms of Lead Generation

1. Cater your copy and creative to resonate with prospective students who are looking to enroll as a part of their New Year’s resolutions.

2. Allocate media budgets appropriately to capitalize on a new wave of prospective students. Where will they be searching or looking online? What times are they most likely to conduct their research?

3. Rethink your content/ pull marketing strategies like email campaigns and social media to take advantage of the holidays. How can you help prospective students in their decision making process? How does this relate to their holiday-inspired desire to continue their education?

Behavior trends EDU marketers should pay attention to

Thursday, September 23rd, 2010

Prospective students are constantly adopting new technology and adding new modes of communication to their repertoire. Education marketers need to go where their prospective students go. Here is our list of new trends or user behavior that is here to stay.

  • Third party sites/ aggregators aren’t going anywhere. If you are not on these sites, you are losing some prospective students. Dive into the process and set up quality assurance steps like lead scoring and brand standards to ensure that you are getting the most from your investment.
  • Microblogging sites are a credible source of school reviews and information. If you are ignoring trends because they seem irrelevant to you, you’re also ignoring viable market segments and how they communicate. Take a strategic approach to social media marketing with multiple touch points that target specific demographics; for example a particular group could be extremely active on Facebook while another might have moved on.
  • Post secondary students are mobile marketing savvy. SMS can be a powerful tool if used correctly. Many marketers are already incorporating it into their follow up process. Keep in mind that prospective students might have to pay for this service, so be careful how and when you employ this tactic.
  • Facebook is a source prospective students use to gauge the personality of a school. If students are using social media as an education tool, you should become part of the conversation and monitor buzz about your brand. Let the conversation happen naturally and inform where appropriate. Remember a referral from a friend-even a digital one- can carry more weight than a canned marketing message.
  • Students use generic queries to start their pre-enrollment research. Since the largest amounts of searchers don’t search using your school brand/ name, you need to focus search efforts on identifying profitable long tail keywords. From both a SEO and paid search aspect, your terms should be in the language of your prospects and should direct them to customized landing pages that relate to their query.
  • New devices like iPads can be utilized to engage students outside of traditional classroom settings. Using new devices proves that your school is cutting edge and adapts to progressive students who are on the move. Applications could involve taking an interactive virtual tour or flipping through a virtual course guide that leads to a form.

What Education SEM’s Need to Consider With Google Instant

Friday, September 10th, 2010

Google Instant promises to be faster, smarter and more intuitive. It’s said to be “Search at the Speed of Thought”. That’s great for the user. In this day and age we all want access to more information, faster. But what does this mean for the SEM Education world? Read More

Being Green and Attending Class Are Not Mutually Exclusive

Tuesday, August 31st, 2010

Many online schools and universities have been paperless from the beginning, yet it’s no secret that brick and mortar college and universities plow through mountains of paper.

With the disaster in the Gulf of Mexico, global warming and other signs of environmental damage, green initiatives have taken center stage for many schools. Moving beyond recycle bins, many colleges are experimenting with something corporations and U.S. state governments have been doing for some time: going paperless.

This article in a local Michigan newspaper called Michiana Thrive,  addresses this new earth-friendly trend. Notre Dame University is conducting a study of eReaders, and how classes can effectively be taught using Apple’s iPads. The school’s Project Management 101 course is now jokingly referred to as the “iPad class”, as the device replaced the course’s textbooks and paper assignments. Members of the school’s administrative team are evaluating how effective it is and whether or not it makes sense to turn more classes paperless.

Notre Dame, while a paperless pioneer, is not alone.  Framingham State College is another school preferring laptops to notepads. It was the first public college in New England to require incoming students to own laptops. Now 80% of Framingham’s courses use laptops. While paperless courses are great for the planet, they do have a downside. Laptop usage in class makes it far too easy for students to lose focus on the class at hand. With email and Internet access, who can really blame them?

Christopher Dede, a professor of learning technology for Harvard’s Graduate School of Education, says that the temptation to goof-off on the net can actually be a good thing. As he puts it, “Laptops democratize the classroom and get students to learn actively. With email and the Internet at students’ fingertips, teachers are forced to invigorate their classes to keep students engaged. I think it’s good teachers have to compete for their students’ attention,” he said. “All the research says getting students involved is the way they learn best.”

The Value of the For-Profit Model in Higher Education

Friday, August 27th, 2010

Enrollment in for-profit colleges has grown from about 365,000 students to almost 1.8 million in the last several years.  In 2009, students at these colleges received more than $4 billion in Pell Grants and more than $20 billion in federal loans provided by the Department of Education.  Earlier this month, the U.S. Government Accountability Office released findings from undercover tests that were meant to determine if for-profit colleges’ representatives engaged in “fraudulent, deceptive, or otherwise questionable marketing practices.”  The tests at 15 for-profit colleges found that 4 colleges encouraged fraudulent practices and that all 15 made “deceptive or otherwise questionable statements” to GAO’s undercover applicants.  It’s also worth noting “in some instances, undercover applicants were provided accurate and helpful information by college personnel, such as not to borrow more money than necessary.”

The full summary and report can be found at the GAO website.  I highly recommend watching the video on the right, which shows clips from hidden cameras worn by the undercover applicants.

After reading the report, one might have a negative view of the for-profit education sector. The deceptive practices that the GAO’s report have brought to light have been compared by many to the predatory tactics used by the subprime mortgage industry, and we all know the effect that has had on us.  But while deceptive practices and a blatant lack of compliance to federal regulations were uncovered, it should not imply that for-profit schools are money-grubbing shysters with no regard for others. Nor should it discredit the value that the for-profit model brings to higher education. Read More

Building a Culture of Education

Tuesday, August 10th, 2010

What does it mean to be “educated?”  We sometimes talk of “book smarts” vs. “street smarts,” “theory” vs. “skills,” or “liberal” vs. “vocational” education.  Does either hold more ultimate educational value?  Assuming the goal of getting educated is to improve your standard of living, will either help a person earn a better living than the other?  If so, which?

Read More