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[Please click on the link to return to the EDUCATION MARKETING HOME PAGE]
ONLINE ADVERTISING AND SEARCH ENGINE OPTIMISATION SERVICES
FOR SCHOOLS, COLLEGES, UNIVERSITIES, TRAINING & LEARNING ORGANISATIONS
WIN WITH ONLINE ADVERTISING AND SEARCH ENGINE OPTIMISATION
STOP WASTING YOUR MARKETING BUDGET ON 'OLD SCHOOL' PUPIL & STUDENT RECRUITMENT MEDIA ADVERTISING
This page explains how Online Advertising and Search Engine Optmisation (SEO) should be central to your marketing and promotion strategy, and how OMTAC (as a specialist Education Digital Marketing Consultancy) can help your Institution recruit the pupils/students you need - we deliver training and consultancy to Schools, Colleges, Language Schools, Universities, Training and Learning organisations from the UK and Ireland, Europe, Middle East, Asia and Worldwide. (See what other say: Testimonials)
(Please click on the link if you would like to download a PDF document of this web page to print and read off-line: Introduction to Online Advertising and Search Engine Optimisation for Schools, Colleges and Universities.)
ONLINE ADVERTISING AND SEARCH ENGINE OPTIMISATION SHOULD BE AT THE CENTRE OF YOUR MARKETING STRATEGY FOR 2011-2012…
Stop wasting money on 'old-school' media advertising and start winning with targeted, cost-effective, measurable Online Advertising and Search Engine Optimisation with Google, Facebook, LinkedIn etc...
Please simply scroll down this page or click on the sub-headings below to be taken to a particular section:
Or if you are ready to receive more specific information from us, customised for your Institution, please email us now: info@omtac.com
CONSIDER THIS...
When you search in Google how often do you go past the first page of search results?
Few people ever go past the top 30 results from a search. Infact few people go past the top 10 results!
The top 10 results receive nearly 80% more traffic than those in positions 11-30!
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ALSO OF INTEREST...
INTRODUCTORY EDUCATION MARKETING ONLINE 1-DAY TRAINING SEMINAR - Please click on the link to read about the popular 1-day 'How To Advertise & Market Your School, College or Education Organisation Online' Masterclass Seminar we have been running for over 6 years.
ADVANCED EDUCATION MARKETING ONLINE 1-DAY TRAINING SEMINAR - Please click on the link to read about the 1-day 'Exceeding Admissions Targets With Digital Marketing, PR And Advertising Online'.
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ONLINE ADVERTISING WORKS
IMAGINE IF…
Imagine if within an hour of you launching an online digital advertising campaign today with Google, Facebook and others...
A prospective parent or pupil/student saw the advert and clicked through to your web page customised for the campaign…
They liked what they saw and immediately registered online with you…
You emailed them information and perhaps they came to an Open Day…
They enrolled…
They joined your School…
All for the cost of just one click…!
ARE YOU SPENDING THOUSANDS ANNUALLY ON ‘HIT & MISS’ ADVERTISING?
Before the Internet, and before the development of Online Advertising, our choices for advertising our School, College or University were limited to local, regional, national and international newspapers, magazines and guides.
But why continue to waste thousands (perhaps 10,000s) on what we all know is ‘hit & miss’ advertising?
 We do understand, we've been in Education Marketing roles ourselves... we know how the media constantly contact you trying to sell the next Education Supplement you “cannot afford to miss”, we know that many of your competitors submit to the pressure and you feel you have to appear next to them, we know how placing advertising in print media is relatively straightforward and simple, and we know how Governors and Senior Management mistakenly think something is wrong if your Institution isn't featured alongside competitors advertising in the media! (Even if it is, in reality, a complete waste of money!)
The truth is... wasting precious advertising and marketing budgets doesn’t get much easier than spending thousands on media advertising for your School, College or University!
Advertising a School, College or University in the media, especially print media is:
- Incredibly poorly targeted,
- Short-term,
- Catch-all,
- Ineffective,
- Wasteful,
- Hard to track.
So why continue to do it?
It's time to start investing your marketing budget more wisely. Online digital advertising is:
- Cheaper than you think,
- Highly targeted,
- Timely,
- Focused,
- Customised,
- Measurable,
- Cost-effective.
Online advertising is smart advertising - it works! (And so does Search Engine Optimisation)
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BEING FOUND ONLINE WHEN PEOPLE LOOK
Every day, every week, every month millions of prospective parents and pupils/students are online using Google and other search engines to find and choose their next School, College or University.
 Your website may rank highly on Google and other search engines when people search for your type of Institution (locally, regionally, nationally or Internationally) using certain ‘keywords’ or ‘keyphrases’ or questions.
But what about those people searching today for a School, College or University who use different keywords, phrases or questions?
What about all those people searching today using all those keywords, phrases and questions you don’t rank highly on?
Your Institution won’t be found, you may not be considered.
Instead people may find your competitor(s) and begin to ‘buy-in’ to them instead of you. (And even if they hear about you later it may be too late.)
The solution in the short-term is Online Advertising, the solution in the longer term is ‘Search Engine Optimisation’ (SEO).
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HOW TO USE ONLINE ADVERTISING
Depending on your Institution, the type and breadth of learning and qualifications you offer, your location, your target markets etc… there are a variety of different advertising campaigns you could run at different times of the year, or throughout the year, to increase your registrations and the quality of student you recruit to your Institution, including (but not limited to):
- Entry at any age (2+, 4+, 6+, 11+, 13+, 16+, 18+… and adult education (post-graduate and professional development),
- Special campaigns to boost 11+, 13+, Sixth Form and other entry levels late in the academic year,
- Promoting pupil/student Bursaries,
- Promoting pupil/student Scholarships & Awards,
- Raising awareness of key aspects of your Institution - the humanities, science, languages, business, music, drama, sports etc,
 Promoting new or specialist qualifications,
- Marketing to International Students at home and abroad,
- Advertising boarding, day, single sex or co-educational learning experiences,
- Celebrating success - special achievements by your students or Institution (teaching excellence, high placement in League Tables, Special Awards etc),
- Advertising Open Days,
- Filling places ‘last minute’,
- Promoting Summer Camps and related activities and events,
- Advertising Extra Curricular events, theatre productions etc,
- Offering Facilities for Private Hire,
- Staff Recruitment,
- Etc etc...
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ONLINE ADVERTISING DELIVERS…
Objectives for an online advertising campaign for your Institution may include:
- to help raise your profile within your catchment area;
- to communicate and explain your ethos and learning offer;
- to reinforce recommendation and reputation for your Institution;
- to attract more able pupils/students in the short, medium and long-term;
- to increase registration to meet and exceed your enrollment targets.
Online advertising has a number of advantages over traditional media advertising and considerable potential:
PRECISE TARGETING OF PROSPECTIVE PUPILS/STUDENTS
Online advertising enables us to target fairly precisely:
1) PARENTS & PUPILS / STUDENTS WHO ARE LOOKING FOR A SCHOOL, COLLEGE OR UNIVERSITY ‘NOW’
Online advertising enables the precise targeting of prospective pupils/students and their parents who are actively looking/searching online for the education your Institution offers.
This 'proactive advertising' can be done most effectively with search engines (Google, Bing, Yahoo), online guides and directories etc - ie. getting in-front of people while they are online actively searching for a School.
2) PARENTS & PUPILS / STUDENTS WHO MAY BE LOOKING FOR A SCHOOL ‘SOON’
Online advertising enables the precise targeting of prospective pupils/students and their parents who may or may not be actively looking for what your Institution offers right now, but who meet the demographic/location criteria for the target market(s) for your Institution and may start looking in the future.
This 'passive advertising' can be done most effectively using social networks (Facebook and LinkedIn), selected user-generated content websites (YouTube etc), education websites (revision sites, tutoring sites, sports, music, drama websites etc) and community interest websites - ie. getting in-front of people (parents and students) who represent precisely the target audience for your Institution... by age, location, interests etc.
AN OPTIMISED EXPERIENCE - FROM ‘FIRST IMPRESSIONS’ TO ‘FIRST CONTACT’
Digital marketing and advertising provides considerable opportunity for creating targeted information for prospective pupils/students and their parents responding to your online advertising campaign.
For example using existing online resources it is possible to create individual landing pages for different adverts, providing each person who responds to an advert with a customised, engaging and satisfying experience as they make learn about your Institution and go on to make ‘first contact’.
TRACKING & ANALYSIS ENABLES CONSTANT IMPROVEMENT
 Digital enables automated, precise tracking of individuals who respond to online advertising, from their initial click on an advert to their interaction with the resources to which they are directed by the advertisement, through to registration and enrollment.
We can compare the results for each advertisement, review the return on investment and change advertisements during the campaign to improve the effectiveness of the advertising - adapting and improving the advertising, information resources and communication process according to the response, or lack of it.
MEASURABLE RETURN ON INVESTMENT
Online advertising costs may be charged per 1000 impressions (showings of the advert) or by click (an individual clicking on the advert).
‘Pay Per Click’ offers precise control of costs for any online advertising campaign and considerable flexibility as the campaign can be stopped and started at any time according to the response, need, budget etc.
The budget can be set and the charging process automated, ensuring the budget is not exceeded.
Return on investment can then be assessed by comparing costs to clicks, enquiries, registrations and ultimately to ‘conversions’ (the number of pupils/students enrolling as a result of the campaign).
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NOT FORGETTING… SEARCH ENGINE OPTIMISATION (SEO)
Optimising your website(s) so it ranks highly in Search Engines like Google and can be found by all prospective parents and pupils/students who are in your target audience and would consider your Institution takes time and knowhow.
By following SEO techniques you can improve the chance that your website will rank higher than other competitor Institutions for the long-term.
Search Engine Optimisation needn’t be expensive and can bring considerable reward.
In the longer term good SEO can help reduce your advertising spend, saving you money.
We can teach you how to improve your page ranking in Google and other search engines, and/or help you with specialist SEO services, training and consultancy.
Don’t waste money with an SEO or marketing agency that does not understand Education marketing and treats you like any other business or organisation, get the help of a specialist.
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HOW CAN WE HELP YOU?
We are specialists. We have worked in Education (School and University). We have worked in Education Marketing & PR. We have worked in Web Development and Online Digital Marketing, PR & Advertising.
We understand ‘offline’ Education Marketing & PR and we could offer training and consultancy services in traditional School, College and University marketing but we leave that to others.
We don’t offer online advertising and SEO consultancy to all industry sectors like most marketing and advertising agencies.
Instead we focus all our effort and resources on keeping up with the rapidly evolving world of digital marketing and online advertising and thinking about how our Education, Learning and Training clients can maximise it for their benefit.
 We can give you guidance and assistance with planning your online digital advertising and marketing and help you integrate it with your other marketing and communications activities ‘offline’ and your wider marketing strategy.
We can help you design, implement and manage your online campaigns, we can provide insights and understanding, ideas, support and guidance for all aspects of your digital marketing, from Search Engine Optimisation to Social Media and Social Networking (Facebook, LinkedIn etc), from Email, SMS/Testing to Micro-blogging (Twitter etc), Instant Messaging, VOIP and Live Chat, from Website revision and development to Multi-media and User Generated Content online.
The results will speak for themselves - not only will you generate interest in your next enrolment but also benefit from higher website traffic, greater awareness of your institution and courses and longer-term growth in student numbers.
Email us now to find out more about how we can help you implement Online Advertising and/or SEO and let us tell you how you can stop wasting money on old-school advertising and start precisely targeting the pupils and students you who will excel at your Institution next year and beyond.
We look forward to hearing from you.
Email us: info@omtac.com
(Please click on the link if you would like to download a PDF document of this web page to print and read off-line: Introduction to Online Advertising and Search Engine Optimisation for Schools, Colleges and Universities.)
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ALSO OF INTEREST...
INTRODUCTORY EDUCATION MARKETING ONLINE 1-DAY TRAINING SEMINAR - Please click on the link to read about the popular 1-day 'How To Advertise & Market Your School, College or Education Organisation Online' Masterclass Seminar we have been running for over 6 years.
ADVANCED EDUCATION MARKETING ONLINE 1-DAY TRAINING SEMINAR - Please click on the link to read about the 1-day 'Exceeding Admissions Targets With Digital Marketing, PR And Advertising Online'.
ALUMNI ONLINE - Do you have colleagues working in the Alumni Relations field, developing your former pupil/student network, fundraising etc? Please inform them about our alumnionline training and networking programme. For more information please click on the link to read about the popular 'Digital Alumni Relations Training & Networking Online' Workshops, Seminars and Conferences we have been running for over 6 years.
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