Connecting: Foster relationships using Internet marketing strategies and tools

Is your institution seeking proposals for a brand identity or an integrated marketing program? Contact Josanne DeNatale, Executive Vice President and co-founder of Cognitive Marketing at 888.241.4411. We'd appreciate being on your consideration list and the opportunity to discuss your marketing needs.

BENEFIT TO THE INSTITUTION
The Internet has added an incredibly powerful tool to the arsenal of anyone involved in strategically built communications and marketing. Utilization of Internet-based marketing tools offers a school an integrated, dynamic, multi-media, and affordable marketing platform.

Educational institutions, for the most part, have not yet taken full advantage of the Internet’s potential. While almost every school has a website, still a very small percentage integrate it with their other marketing programs, utilize email for building relationships, or systematically adjust their marketing in response to the statistical measures that the Web readily provides.

 

HOW IT HAPPENS
Our goal for utilization of the Internet for marketing is that it be affordable and easy. A proliferation of website development platforms make it possible for an individual department—development, admissions, communications, etc.—each with specific goals, to develop and manage its own micro-website and email messaging program without having to rely on the IT department for programming support or, in some cases, for hosting.

 

EVIDENCE OF RESULTS
An Internet program should not stand alone. In our clients’ cases, their most successful Web and email endeavors were part of an overarching strategic marketing plan:

• For a private K-12 day school, we implemented an engaging website, including an easy-to-update campuswide event calendar and news alerts feature. When they needed to boost middle school enrollment, we created a series of direct mail postcards that drove traffic straight to the website in a clever way. That school is now enjoying their highest enrollment ever and a waiting list for nearly every class.
  
  
• At a private comprehensive college, we created an entirely new look for the website. The new design came on the heels of an institutional branding campaign, and was eagerly embraced by the Development and Alumni Offices. Now alumni rave about the attractive HTML emails they receive and the beautiful new website. The Development Office’s capital campaign has run a print ad driving traffic to their section of the website, and has enjoyed success in reaching set campaign goals.