eMarketing in Higher Education

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Comment by Karen Summers on August 4, 2008 at 3:34pm

One really great way to show the value of using a website for marketing and recruitment of prospective students is to show a "cost per lead" analysis. Compare all traditional marketing costs (newspaper, TC, etc.) with the cost of inquiry through a website that has "natural" search engine results.

At my college we're averaging pennies per lead versus thousands for some of our traditional marketing campaigns. The office of enrollment management (me) owns and maintains this web presence.

I'd be happy to share how I got $90,000 for a new site in 2009.

PS- make you marketing plan based on your enrollment goals, then work back to see how many students you need to recruit to pay for the marketing, the rest you can use to buy beer for your team ;-)

Comment by McGee on July 25, 2008 at 12:15pm

I am looking for stats/info on making the case to the university admins that they have a very critical marketing tool that they are under-utilizing...doesn't anyone have stats/info on how the web has increased funding/admissions etc for universities?

Comment by Paula Ganyard on March 26, 2008 at 7:45pm

I would love suggestions on how to get people to understand that the web is our greatest marketing tool. In addition, how do you try to market something when there is no clear marketing plan. Who should be responsible for that, admissions? administration? marketing council?