The Marketing & Publications Community of Practice is sponsoring a series of one-hour webinars, beginning Tuesday, July 14 at 1 p.m. EST. All UCEA members are invited to register for these FREE webinars – please pass this information along to your staff, especially if they are not individual UCEA members and don’t receive notices from UCEA or the UCEA Connect networking system.There is no limit to the number of people from your institution that can join in, but everyone does need to register — it’s quick and easy. To learn more and to register, visit: http://www.jmhconsulting.com/webinarsJMH Consulting, a frequent presenter at the UCEA Marketing Seminar and Annual Conferences, will deliver the content of this first webinar series.
Perfecting the Pay-Per-Click (UPDATED since February UCEA Marketing Seminar) Tuesday, July 14, 1 – 2 p.m. (EST)Presented by Jon Horn, President, JMH Consulting, Inc.
Pay-per-click (PPC) advertising is now the most popular form of online advertising and is growing every day. Smart marketers are incorporating PPC into their marketing campaigns to reach new audiences and achieve a better ROI. This session introduces best practices in creating and tracking effective PPC campaigns.
In this webinar, you will learn to:
• Organize pay-per-click Campaigns and AdGroups strategically
• Test multiple ads to optimize click-through rate
• Use Google’s keyword research tool to identify popular search terms
• Interpret click-through and conversion rates to optimize ROI
• Use advanced features such as ad scheduling and the content network
Catalog & Direct Mail Optimization
Tuesday, July 28, 1 – 2 p.m. (EST)
Presented by Jacob Ensign, Business Analyst, JMH Consulting, Inc.
Using historical data and a new approach to analyzing mailing lists, you can increase the ROI of your direct mailing lists, simultaneously reducing costs and increasing enrollments. We will show you how to use existing data to determine how many brochures to print and who to mail them to. This method is guaranteed to reach your best prospective students and the students most likely to return. It will also free up marketing dollars as you trim off some of the “brochure mailing fat.”
In this webinar, you will learn to:
• Identify the importance of using data in every direct mail effort
• Identify sources of preexisting sources of that data
• Develop a smart mailing list that improves organically
• Maximize the ROI of your catalog each time you send it
Converting Your Website Visitors to Students
Tuesday, August 11, 1 – 2 p.m. (EST)
Presented by Jon Horn, President, JMH Consulting, Inc.
Even a small shift in online conversion rates can dramatically affect your bottom line. Consider that if your website gets 10,000 monthly visitors, you can generate 1,200 more enrollments every year by increasing your online conversion rate by 1 percent. If you feel you could do more to maximize online registrations, this is a chance to learn best practices and real-world techniques to improve your bottom line.
In this webinar, you will:
• Learn the four stages of an online marketing funnel
• Learn how to measure your website's performance in each stage
• Learn website features that encourage visitors to enroll
• Leave with a plan to convert website visitors into students
We hope you will join UCEA colleagues from across the country for these informative webinars!
After you register at the JMH Consulting site, you will receive a confirmation email with login instructions. You will not have to download any special audio/visual software. The audio portion of the webinar will be delivered through your computer speakers. A telephone number and access code will be provided for you to use if you do not have speakers. You will be able to ask questions during the presentation using an online chat feature. The presenters will respond to your questions as time allows during the question and answer portion of the webinar.
The Marketing CoP will be scheduling additional webinars in the fall and is interested in hearing what topics you would like covered. Please let me know if you would like to present information or discuss case studies from your campus on a future webinar. (It would be good practice for you as you prepare your presentations for February’s Marketing Seminar in Tampa, Fla.!)
Best regards,
Stacy Snow
Marketing CoP Chair
University of Missouri Extension Marketing
SnowS@missouri.edu
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