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Marketingwith Student Manager
An ACEware Webinar
Today’s Agenda
What is marketing? – A Primer Tracking and Source Codes Interest and Subject Codes
Demographic details Reporting – Letting the codes talk to us
History - trends, patterns Knowing thy Customer - analytics Targeting -
Targeting Promotion Using Query tools to identify students Email – Duh!
Evaluation – Tracking – Grading our efforts Additional Resources
Marketing is a societal process that is needed to discern consumers' wants; focusing on a product or service to those wants, and to mold the consumers toward the products/services.
According to Wikipedia
Marketing is fundamental to any businesses growth.
The right product
At the right time
In the right place
To the right people
At a price they are willing to pay
In Short . . .
Sexy Full Color brochures Email with HTML Foo Foo Dancing chipmunk web sites
Marketing is not . . .
For Example . . .
"If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing.
If the young man tells his date how handsome, smart and successful he is -- that's advertising.
If someone else tells the young woman how handsome, smart and successful her date is -- that's public relations."
S.H. Simmons
Just in time for Valentine’s Day
To do this . . .
You need to focus on
Designing and implementing Codes Knowing your customer Build Coding Systems to fit Evaluating course performance
Report, analyze, study Step Outside your box…
Tracking with Student Manager
Subject Codes Interest Codes Promotions Demographic Data Historical Data
CODING: Name Screen
SourceOccupation
& OrganizationCodes
CODING: Name Screen
Make note of a customer’s interest
code to help determine future
courses
CODING: Course ScreenAnyone who registers for Belly Dancing will receive the Interest
Code “Dance” because it is listed as the subject code of
the course
CODING: Course Screen
Department Code can also be a useful marketing query
Don’t Forget Location!
(Real Estate)
CODING: Registration Screen
Tracking codes determine how the student located the
course
For Instance… Promotion Tracking
Belly Dancing Email Newspaper Ad Quarterly Catalog Posters Radio Spot
When the registrations come in, how do you know which method was most effective?
In Student Manager you use
Tracking Codes
Statistical Report - Tracking
Running a built-in report under statistics shows the following:
Reports / Statistics / Tracking Codes, Query by Course
Statistical Report
When the report is run by tracking code and not by course
Statistical Report
Running a built-in report under statistics shows the following:
Our best methods of marketing were email and the
radio ad
Reports Marketers should know . .
Reports / Statistics / Demographics Reports / Statistics / Tracking Codes Past Course Performance
Prior Year Growth (Deadbeat)
Demographic Summary (Statistics / Names)
Course Data Summary (Statistics / Course)
Life History & Half Life (Deadbeat / Additional)
First Time Course Enrollee (Deadbeat / Additional)
Statistics – Names - Demographics
Looking at all names in the database
Statistics / Names / Demographic
Summary
All namesBy Tracking Code
How are my courses doing?
By location: Statistics / Course / Course Data SummaryThis report is run by Location, but can
Also be run by Subject Code,Day of Class, Instructor, etc.
Past Course Performance
Want to find your
“Top 10”
Best performing courses by enrollment?
Reports / Statistics / Course /
Performance Review (by enrollment)
Past Course Performance / Top 10
And of course it can be run by income,
CEU’s or hours generated
Past Course Performance
Compare your courses to the previous Month, Quarter,Term, or Year in the Deadbeat area (Alt +D)
Under additional reports – Prior Growth
Compared by year
Predicting what might interest students
Looking at all names we can see that Computers & Management are areas of interest
Statistics / Names /Demographic
Summary
ByInterest Code
Customer Life History
Run by year (optionally by quarter) Life History shows you how long your customers have been customers
Deadbeat area (Alt + D)Additional Reports
Life History
Knowing what we know…
How to get the Goods to the People Queries ( Review Building Query Webinars )
Send Snail Mail Send Email Blasts ( In a future webinar )
Stepping Outside the Box
Other Resources to help you Market Fees do apply
CASS Certified Data
Export Name records to be CASS certified, (corrections then imported back into Student Manager)
Labels and Letters is an ACEware Approved Vendor
( See Web site – Partners/Links )
Geodemographic marketing
Classification of neighborhoods according to lifestyle and demographic data
Cluster system of marketing Addressable, marketable targets Aaron Donsky – is the expert here
Geographic Mapping or Plotting
Third Party Software BusinessMAP – From ESRI MapInfo
Summary
Marketing - 1 % Inspiration – 99% Perspiration Coding Rocks!
Tracking and Source Codes Interest and Subject Codes Demographic details
Reporting – Listening to the codes Evaluation – Tracking – Grading our efforts History - trends, patterns Knowing thy Customer - analytics
Targeting Promotion Using Query tools to identify students Email
Additional Resources
Questions??
Please submit questions via the Question/Answer box on the webinar toolbar
Upcoming Webinars: Reporting Aesthetics February 14th 2 PM CST Course Construction - Coordinators Febuary 22nd 1 PM CST
