Tip Sheets

Using Data to Drive Enrollment Marketing

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800.443.9441 | solutions@blackbaud.com | www.blackbaud.com November 2019 1 TIP SHEET Using Data to Drive Your School's Enrollment Marketing In Maximizing the Five Stages of Enrollment Marketing, a recent eBook that I wrote for Blackbaud K–12, I outlined effective strategies that independent schools can use to boost admission inquiries, applications, yield, and retention. Let's now take another look at those five stages with an eye toward using data to further drive these goals. 1 Marketing Strategy Data is more than just numbers; it includes demographic and psychographic information, trends, the interests of your potential students and families, paths taken through the admissions funnel, keyword effectiveness, and much more. The ability to zero-in on high- potential targets for your school is derived from data-driven research and list selection. You can use available data on your school's "best" families to create "lookalike" or mirror audiences in digital campaigns; or, you can develop a distinct set of personal and professional criteria to select the highest-potential prospects from database service providers such as Experian, Equifax, or Epsilon. Test these high-potential leads to determine if your segmentation has improved your list selection. 2 Marketing Programs Data-driven marketing delivers undeniable evidence of the marketing channels that are most effective at driving inquiries, soliciting gifts, and generating engagement on social media. For enrollment marketing programs, you need to know the return on investment (ROI) of your various print and digital campaigns—i.e., what is the most cost-effective channel to create interest or drive an inquiry? To do this, plan enrollment campaigns with tangible outcomes, such as distinct inquiry form URLs in both electronic and print marketing, so you can assess the ROI of each program. Use that data to compare the results across your various marketing channels. You may learn that BY WILLIAM BULLARD, Founder, EdChanges

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