It becomes more and more challenging for College and Universities to source quality applicants at an efficient cost. The traditional methods of advertising show diminishing return on investment while consumers apply selective consumption. Welcome to the Consumer Republic! We have researched some of the successful digital marketing campaigns that drove results for the education industry. You will find in this document 6 case studies in USA and Europe and 4 WSI references (chapter 11). Conclusion: the education industry needs to move beyond digital solutions driven by traffic and conversions as KPI to focus on the candidate relationship. Identify the various personae of your target group, understand their motivations and barriers, provide useful content that facilitates the application decision, automate and personalize your web presence to implement this relationship in the digital age. Inbound marketing is the proven process to manage the candidate relationship. Check out the EHL case study increasing international applicants by +59% with Hubspot: http://www.hubspot.com/customers/ehl Hubpost is the leading marketing automation solution to enable the candidate relationship. WSI, the largest network of digital experts worldwide, is one of the first 18 Hubspot platinium partners worldwide. WSI is active in Switzerland through WSI Business Performance. Get in touch to understand the inbound marketing opportunity: benoit@wsibp.com, 022 566 19 29.

1. Inbound
marketing
and
Education:
10
Universities
and
Schools
case
studies
in
USA
and
Europe
Benoit
Gaillard
WSI
is
Hubspot
platinum
partner
WSI
Business
Performance
in
Geneva
April
19th,
2013
©
2013
-­‐
Venturi
Internet
SA

2. © 2013 - Venturi Internet SA 2 Contents
SUMMARY
..............................................................................................................................
4
1.
YOUR
OLD
MARKETING
MODEL
IS
BROVEN:
ARE
YOU
READY
FOR
INBOUND
MARKETING?
5
2.
LIST
OF
COLLEGES
WITH
ONLINE
MARKETING
CAMPAIGN
................................................
6
3.
CASE
STUDY
ON
THE
OPEN
UNIVERSITY
...........................................................................
6
3.1
BACKGROUND
...................................................................................................................................
6
3.2
OBJECTIVES
.......................................................................................................................................
6
3.3
STRATEGY
.........................................................................................................................................
7
3.4
RESULT
.............................................................................................................................................
7
4.
CASE
STUDY
ON
THE
CALIFORNIA
SOCIETY
OF
CERTIFIED
PUBLIC
ACCOUNTANTS
(CALCPA)
8
4.1
REACHING
OUT
TO
DESIRABLE
MARKET
..................................................................................................
8
4.2
TARGETING
HELPS
IDENTIFY
NEW-­‐MEMBER
PROSPECTS
............................................................................
8
4.3
PARTNER
MESSAGES
OFFER
MORE
WAYS
TO
CONNECT
............................................................................
9
4.4
CHALLENGE
.....................................................................................................................................
10
4.5
SOLUTION
.......................................................................................................................................
10
4.6
WHY
LINKEDIN?
..............................................................................................................................
10
4.7
RESULT
...........................................................................................................................................
10
5.
CASE
STUDY
ON
THE
STEVENS
INSTITUTE
OF
TECHNOLOGY
............................................
11
5.1
RAISING
AWARENESS
OF
DEGREE
PROGRAMS
.......................................................................................
11
5.2
COMBINING
THE
POWER
OF
LINKEDIN
MARKETING
TOOLS
......................................................................
11
5.3
CONNECTING
WITH
TECH-­‐SAVVY
PROFESSIONALS
..................................................................................
12
5.4
CHALLENGE
.....................................................................................................................................
13
5.5
SOLUTION
.......................................................................................................................................
13
5.6
WHY
LINKEDIN?
..............................................................................................................................
13
5.7
RESULTS
.........................................................................................................................................
13
6.
MONTSERRAT
COLLEGE
OF
ART
.....................................................................................
14
6.1
CHALLENGE
.....................................................................................................................................
14
6.2
STRATEGY
.......................................................................................................................................
15
6.3
SEARCH
ENGINE
OPTIMIZATION
(SEO)
...............................................................................................
15
6.4
SOCIAL
MEDIA
.................................................................................................................................
15
6.5
GRAPHIC
DESIGN
.............................................................................................................................
16
6.6
PR
.................................................................................................................................................
16
6.7
CONVERSION
OPTIMIZATION
.............................................................................................................
16
6.8
PAID
SEARCH
AND
FACEBOOK
ADS
.....................................................................................................
16
6.9
RESULTS
.........................................................................................................................................
17
7.
SHERMAN
COLLEGE
OF
CHIROPRACTIC
..........................................................................
18
7.1
CHALLENGE
.....................................................................................................................................
18

3. 7.2
RESULT
© 2013 - Venturi Internet SA 3 ...........................................................................................................................................
18
8.
UNIVERSITY
OF
MICHIGAN
–
ADMISSIONS
WEBSITE
.......................................................
19
8.1
CHALLENGE
.....................................................................................................................................
19
8.2
PROJECT
.........................................................................................................................................
19
8.3
RESULT
...........................................................................................................................................
20
9.
COLUMBIA
COLLEGE
CHICAGO
ON
FACEBOOK
...............................................................
20
9.1
AN
INTEGRATED
MARKETING
APPROACH
............................................................................................
21
9.2
CAN
THE
SCHOOLS
APP
PREDICT
ENROLLMENT
AT
CCC?
.......................................................................
21
9.3
EXPOSING
EXISTING
CONNECTIONS
....................................................................................................
22
9.4
STUDENTS,
FACULTY,
AND
STAFF
FIND
VALUE
IN
THE
SCHOOLS
APP
........................................................
22
9.5
FOLLOW
UP
....................................................................................................................................
22
10.
IVY
BRIDGE
COLLEGE
SCHOOLS
APP-­‐PROVIDING
PEER-­‐TO-­‐PEER
SUPPORT
FOR
ONLINE
STUDENTS
.............................................................................................................................
23
10.1
INTRODUCTION
..............................................................................................................................
23
10.2
RESULT
.........................................................................................................................................
24
11.
WSI
REFERENCES
..........................................................................................................
25
12.
CASE
STUDY
ON
THE
MBA
CENTER
...............................................................................
25
12.1
BACKGROUND
...............................................................................................................................
25
12.2
CHALLENGE
...................................................................................................................................
25
12.3
SOLUTION
.....................................................................................................................................
25
12.4
RESULT
.........................................................................................................................................
26
13.
CASE
STUDY
ON
THE
STORK’S
NEST
CHILD
ACADEMY
...................................................
26
13.1
BACKGROUND
...............................................................................................................................
26
13.2
SOLUTION
.....................................................................................................................................
26
13.3
RESULT
.........................................................................................................................................
27
14.
CASE
STUDY
ON
THE
CORNERSTONE
MONTESSORI
PREP
SCHOOL
................................
27
14.1
BACKGROUND
...............................................................................................................................
27
14.2
CHALLENGE
...................................................................................................................................
27
14.3
SOLUTION
.....................................................................................................................................
27
14.4
RESULT
.........................................................................................................................................
28
15.
CASE
STUDY
ON
THE
MILTON
KEYNES
COLLEGE
............................................................
29
15.1
BACKGROUND
...............................................................................................................................
29
15.2
CHALLENGE
...................................................................................................................................
29
15.3
SOLUTION
.....................................................................................................................................
29
15.4
RESULT
.........................................................................................................................................
30
CONTACT
US
.........................................................................................................................
30

4. Summary
Google
Colleges
LinkedIn
SEO
Facebook
Adwords
© 2013 - Venturi Internet SA 4 Social
Media
The
Open
University
X
The
California
Society
of
Certified
Public
Accountants
X
The
Stevens
Institute
of
Technology
X
Montserrat
College
of
Art
X
X
X
Sherman
College
of
Chiropractic
X
University
of
Michigan
X
Columbia
College
Chicago
X
Ivy
Bridge
College
X
MBA
Center
X
Stork’s
Nest
Child
Academy
X
Cornerstone
Montessori
Prep
School
X
X
X
Milton
Keynes
College
X
X

5. © 2013 - Venturi Internet SA 5 1. Your
old
marketing
model
is
broven:
are
you
ready
for
inbound
marketing?
It
becomes
more
and
more
challenging
for
College
and
Universities
to
source
quality
applicants
at
an
efficient
cost.
The
traditional
methods
of
advertising
show
diminishing
return
on
investment
while
consumers
apply
selective
consumption.
Welcome
to
the
Consumer
Republic!
We
have
researched
some
of
the
successful
digital
marketing
campaigns
that
drove
results
for
the
education
industry.
You
will
find
6
case
studies
and
4
WSI
refernces
in
this
document
(chapter
11).
Conclusion:
the
education
industry
needs
to
move
beyond
digital
solutions
driven
by
traffic
and
conversions
as
KPI
to
focus
on
the
candidate
relationship.
Identify
the
various
personae
of
your
target
group,
understand
their
motivations
and
barriers,
provide
useful
content
that
facilitates
the
application
decision,
automate
and
personalize
your
web
presence
to
implement
this
relationship
in
the
digital
age.
Inbound
marketing
is
the
proven
process
to
manage
the
candidate
relationship
from
strangers
to
visitors
to
inquires,
students
and
finally
alumni.
More
details
on
Hubspot
for
higher
education:
http://fr.slideshare.net/Intead/contextual-­‐marketingforhighereducation
Check
out
the
EHL
case
study
increasing
international
applicants
by
+59%
with
Hubspot:
http://www.hubspot.com/customers/ehl
Hubpost
is
the
leading
marketing
automation
solution
to
enable
the
candidate
relationship.
WSI,
the
largest
network
of
digital
experts
worldwide,
is
one
of
the
first
18
Hubspot
platinium
partners
worldwide.
WSI
is
active
in
Switzerland
through
WSI
Business
Performance.
Get
in
touch
to
understand
how
the
inbound
marketing
opportunity
would
benefit
you
locally:
benoit@wsibp.com,
022
566
19
29.

6. 2. List
of
Colleges
with
Online
Marketing
Campaign
Below
is
the
list
of
colleges
with
online
marketing
campaign:
S.No
Name
of
the
colleges
Location
1
The
Open
University
The
UK
2
The
California
Society
of
Certified
Public
Accountants
(CalCPA)
The
US
3
Stevens
Institute
of
Technology
The
US
4
Montserrat
College
of
Art
The
US
5
Sherman
College
of
Chiropractic
The
US
6
University
of
Michigan
The
US
3. Case
Study
on
the
Open
University
© 2013 - Venturi Internet SA 6 3.1 Background
The
Open
University
(OU)
is
the
UK’s
only
university
dedicated
to
distance
learning.
More
than
180,000
students
are
enrolled
and
about
70%
of
undergraduates
are
in
full-­‐time
employment
sponsored
by
their
employers.
The
OU
is
the
largest
academic
institution
in
the
UK
and
Europe
by
student
number.
3.2 Objectives
v Raise
Awareness
of
the
OU
and
promote
the
course
offering
amongst
UK
professionals
v Drive
potential
students
to
the
Open
University
site
to
purchase
a
further-­‐education
course.

7. 3.3 Strategy
© 2013 - Venturi Internet SA 7 v A
branding
campaign
to
increase
the
profile
of
the
Open
University
amongst
an
audience
with
high
professional
aspirations
v Spark
debate
on
further
education
course
v Identify
audiences
most
inclined
to
take
a
further
education
v This
strategy
also
provided
the
OU
with
the
option
to
create
a
follow-­‐up
campaign
to
LinkedIn
users
who
had
responded
positively
to
the
OU
Poll
3.4 Result
v The
campaign
achieved
high-­‐levels
of
participation
among
users.
The
Linkedin
Poll
question
‘What’s
your
opinion
on
doing
a
course
to
further
or
change
your
career?’
achieved
2,119
responses
in
less
than
two
months
v 37%
responded
that
they
are
interested
in
taking
an
OU
course
v The
advertising
campaign
across
the
LinkedIn
platform
achieved
a
CTR
of
0.63%
v 51
comments
from
respondents
extended
the
feedback
and
debate
around
OU.
OU
advocates
emerged
from
the
poll
feedback
delivering
credible
user-­‐generated
endorsements.
v Advertising
on
LinkedIn
allowed
the
OU
to
reach
a
professionally-­‐motivated
audience.
The
OU
has
gone
far
beyond
the
click-­‐through-­‐rate
alone.
Achieved
brand
engagement
and
started
offering
various
courses.

8. © 2013 - Venturi Internet SA 8 4. Case
Study
on
the
California
Society
of
Certified
Public
Accountants
(CalCPA)
4.1 Reaching
out
to
desirable
market
The
California
Society
of
Certied
Public
Accountants,
or
CalCPA,
is
the
country’s
largest
state
accounting
organization
and
the
largest
CPA
association
in
California.
CalCPA
has
40,000
members
in
public
practice,
private
industry,
education
and
government.
A
key
to
the
organization’s
future
growth
is
attracting
student
members,
who
will
become
active
participants
in
the
association
as
they
mature
into
their
careers.
In
a
bid
to
boost
its
student
membership,
CalCPA
removed
yearly
membership
fees
for
students,
allowing
them
to
join
CalCPA
for
free
if
they
are
full-­‐time
or
part-­‐time
students
and
have
not
yet
received
a
bachelor’s
degree.
“We
want
to
make
student
membership
a
priority,”
explains
Matthew
Koontz,
communications
and
marketing
director
for
CalCPA.
“By
bringing
them
in
as
students,
they
can
help
spread
the
message
about
accounting
as
a
career
choice
to
their
fellow
students
and
we
can
also
connect
them
to
job
opportunities.”
The
challenge
for
CalCPA
was
getting
out
the
word
about
the
free
membership.
“We
have
14
chapters
in
California,
and
we’ll
have
two
to
three
events
per
week
with
each
chapter,”
Koontz
says.
“Signing
up
students
at
events
can
be
hit
or
miss
–
sometimes
they’re
very
successful
in
terms
of
attracting
students,
sometimes
they’re
not.
This
led
us
to
seek
out
other
ways
to
connect
with
students
and
tell
them
more
about
the
benets
of
CalCPA
membership,
like
nding
a
job
or
getting
help
with
the
CPA
exam.
We
need
to
help
them
understand
the
value
of
the
membership,
even
if
it’s
free.”
4.2 Targeting
helps
identify
new-­‐member
prospects
Koontz,
working
with
interactive
agency
Colsky
Media,
decided
to
test
online
marketing
for
the
rst
time
in
a
bid
to
reach
more
students.
“Students
can
be
hard
to
track
down,”
Koontz
explains.

9. © 2013 - Venturi Internet SA 9 “They’re
often
in
classes
and
have
irregular
schedules,
so
trying
to
bring
them
to
events
is
dif-­‐
cult.”
However,
tracking
down
the
specic
subset
of
students
CalCPA
needed
–
that
is,
California
undergraduate
students
with
an
interest
in
the
accounting
profession
–
was
another
hurdle
to
overcome.
“It’s
very
difcult
to
nd
people
in
this
age
range
in
California,
studying
this
particular
subject,”
explains
Justin
Colsky,
managing
director
of
Colsky
Media.
“We
also
advertised
on
Facebook,
but
since
the
site
does
not
offer
a
context
of
professionals,
we
didn’t
know
if
our
message
was
even
reaching
the
right
audience.”
LinkedIn,
on
the
other
hand,
offered
a
professional
audience
in
tandem
with
targeting
capabilities,
Colsky
said.
“The
professional
focus
was
more
attractive
to
us,
especially
since
we
wanted
to
build
a
long-­‐term
relationship
with
students
who
would
soon
be
pursuing
accounting
careers.”
LinkedIn’s
personalized
marketing
solutions,
such
as
Partner
Messages,
also
appealed
to
Colsky
and
Koontz.
“With
a
Partner
Message,
we
could
go
into
detail
about
the
benets
of
joining
CalCPA,
which
would
be
more
difcult
to
get
across
in
a
display
ad,”
Koontz
says.
“We
could
be
informative
while
also
using
an
informal
tone,
since
it’s
a
one-­‐to-­‐one
message.”
4.3 Partner
Messages
offer
more
ways
to
connect
CalCPA
created
a
Partner
Message
with
six
key
reasons
for
students
to
join
CalCPA,
and
a
link
to
a
landing
page
where
students
could
sign
up
for
membership.
The
Partner
Message
was
delivered
to
members
of
LinkedIn
groups
relating
to
nance
and
accounting,
as
well
as
CPA
exam
prep
groups.
The
combined
open
rate
for
the
Partner
Message
was
40%,
with
a
combined
clickthrough
rate
to
the
landing
page
of
15%.
Combined
marketing
efforts,
including
the
LinkedIn
campaign,
CalCPA
signed
up
about
1500
new
student
members
between
February
and
April
of
2012.

10. © 2013 - Venturi Internet SA 10 “The
ability
to
carefully
choose
who
receives
our
messages
helps
us
raise
awareness
of
the
value
of
CalCPA
membership
with
the
right
people,”
Koontz
says.
“LinkedIn
targeting
is
playing
an
important
role
in
helping
us
emphasize
these
benets
with
an
audience
that
is
traditionally
hard
to
reach.”
4.4 Challenge
v Drive
membership
among
hard-­‐to-­‐reach
students
v Reach
specific
demographic
group
by
region
and
industry
v Identify
targets
before
they
have
completed
degree
program
v Deliver
in-­‐depth
messages
about
membership
benefits
4.5 Solution
v Target
members
of
finance,
accounting,
and
CPA
exam
groups
on
LinkedIn
v Use
one-­‐to-­‐one
Partner
Messages
to
cut
through
message
clutter
v Provide
membership
benefit
details
to
increase
impact
of
message
4.6 Why
LinkedIn?
v Ability
to
precisely
target
by
professional
interests
as
well
as
region
and
industry
v Professional
audience
receptive
to
messages
about
career
growth
v Members
self-­‐identify
interests
and
future
career
plans
v Partner
Messages
offers
one-­‐to-­‐one
communication
4.7 Result
v 40%
open
rate
for
best-­‐performing
Partner
Messages
v CTRs
up
to
15%
v Helped
contribute
to
a
47%
growth
of
student
members
in
three
months
v Allowed
Linkedin
to
be
one
of
the
top
20
of
all
web
referrals
to
all
of
CalCPA.org

11. 5. Case
Study
on
the
Stevens
Institute
of
Technology
© 2013 - Venturi Internet SA 11 5.1 Raising
awareness
of
degree
programs
Founded
in
1870,
Stevens
Institute
of
Technology
is
located
in
Hoboken,
N.J.
just
a
stone’s
throw
from
midtown
Manhattan.
The
school
is
well
known
for
its
engineering
and
science
undergrad
and
graduate
degree
programs
–
but
as
it
began
to
roll
out
exciting
new
graduate
programs,
its
marketing
experts
realized
that
Stevens
needed
a
boost
in
awareness,
especially
among
professionals
considering
going
back
to
school
for
M.B.A.
and
other
graduate
degrees.
“Our
new
graduate
program,
Business
Intelligence
and
Analytics
(BI&A),
is
the
first
program
of
its
kind
in
the
New
York
area,
and
one
of
only
about
12
in
the
world,”
explains
Michael
Schinelli,
Stevens
Institute’s
assistant
vice
president
for
marketing
and
communications.
While
the
school
has
43
different
graduate
programs,
Schinelli
decided
to
focus
marketing
efforts
on
the
new
BI&A
degree,
along
with
Computer
Science,
Financial
Engineering,
Systems
Engineering,
and
M.B.A.
graduate
programs
–
“our
top
performers,”
Schinelli
says.
Stevens
Institute
was
conducting
display
advertising
campaigns
on
popular
career
websites,
as
well
as
retargeting
campaigns
via
ad
networks.
“All
of
these
campaigns
offer
different
benets
at
different
price
points,”
Schinelli
explains.
“However,
the
retargeting
conversions
don’t
come
from
websites
where
we
had
a
brand
presence,
and
these
campaigns
didn’t
offer
ways
to
carefully
target
the
audiences
we
needed
to
reach.
We
wanted
to
have
an
affiliation
with
a
professional
network
on
which
we
could
create
a
share
of
voice
about
Stevens,
and
could
saturate
the
messaging
more
frequently.”
5.2 Combining
the
power
of
LinkedIn
marketing
tools
Schinelli
saw
the
opportunity
to
create
this
brand
presence
on
LinkedIn,
using
a
combination
of
marketing
tools:
Partner
Messages,
display
ads,
and
self-­‐service
pay-­‐per-­‐click
LinkedIn
Ads.
“With
LinkedIn,
we
wanted
to
test
the
benefits
of
a
360-­‐degree
campaign,”
he
explains.
“We

12. © 2013 - Venturi Internet SA 12 wanted
LinkedIn
members
to
see
our
messages
more
often,
hopefully
in
different
ways.
The
brand
objective
was
to
be
recognized
across
the
LinkedIn
network
as
a
premium
provider
of
the
programs
we
offer.”
The
marketing
goal,
he
adds,
was
to
encourage
people
to
click
through
to
Stevens
Institute’s
inquiry
form
–
the
first
step
toward
making
a
formal
application
for
a
degree
program.
For
Stevens
Institute,
a
key
advantage
of
advertising
with
LinkedIn
is
its
targeting
capability
–
and
specifically,
the
fact
that
its
members
indicate
their
career
goals
and
interests
beyond
just
the
jobs
they’ve
held.
“They
don’t
just
say,
‘This
is
what
I
used
to
do,
or
this
is
what
my
company
calls
my
job,’”
Schinelli
says.
“They
join
LinkedIn
groups
not
only
based
on
what
they’re
doing
today,
but
based
on
jobs
they’d
like
to
get
in
the
future,
or
tasks
they’d
like
to
get
better
at.”
5.3 Connecting
with
tech-­‐savvy
professionals
For
Partner
Messages,
Stevens
Institute
targeted
LinkedIn
members
without
graduate
degrees
in
the
New
York
City
metropolitan
area,
using
a
pitch
about
building
technology
related
skills.
For
display
ads,
the
school
targeted
New
York
area
members
with
group
affiliation
and
job
functions
relating
to
the
degree
programs
it
are
marketing,
such
as
Computer
Science
and
Financial
Engineering.
Since
launching
its
advertising
on
LinkedIn
in
mid-­‐2011,
the
Partner
Messages
have
achieved
open
rates
as
high
as
21%
and
click
through
rates
as
high
as
12%.
During
the
campaigns,
LinkedIn
became
one
of
Stevens
Institute’s
top
10
referral
sites
to
the
school’s
graduate
admissions
department
–
leading
Stevens
to
shift
some
of
its
media
budget
from
Career
Builder
to
LinkedIn.
The
campaign
around
the
new
Business
Intelligence
and
Analytics
degree
has
helped
Stevens
Institute
build
mindshare
and
drive
more
inquiries
for
information
about
the
program,
Schinelli
says.
“That’s
good
to
see
for
a
new
launch,”
he
explains.
“LinkedIn
is
helping
us
reach
the
tech-­‐

13. © 2013 - Venturi Internet SA 13 savvy,
business-­‐minded
individuals
that
we
need
to
connect
with.
Being
able
to
target
geographically
as
well
as
by
group
affiliation,
and
developing
the
brand
presence,
are
really
adding
up.”
5.4 Challenge
v Raise
awareness
of
degree
programs
v Drive
inquiries
from
prospective
students
v Create
a
brand
presence
in
professional
online
community
v Deliver
messages
to
hard-­‐to-­‐identify
graduate
degree
candidates
5.5 Solution
v Deliver
Partner
Messages
to
regional
LinkedIn
members
v Target
display
ads
to
relevant
LinkedIn
Groups
v Launch
self-­‐serve
pay-­‐per-­‐click
LinkedIn
Ads
for
message
saturation
5.6 Why
LinkedIn?
v Tech-­‐savvy,
professional
audience
v Ability
to
create
brand
presence
across
online
community
v Members
self-­‐identify
interests
and
future
career
goals
v Targeting
by
geography,
education
level,
jobs,
and
group
affiliations
5.7 Results
v CTRs
up
to
12%
for
Partner
Messages
v 21%
open
rate
for
best
performing
Partner
Messages
v Increase
in
information
requests
for
new
degree
program
v Building
conversations
with
precise
audiences

14. 6. Montserrat
College
of
Art
© 2013 - Venturi Internet SA 14 As
a
case
study,
Montserrat
College
of
Art
(MCA)
represents
a
unique
blend
of
SEO,
social
media,
and
public
relations
successes.
First,
consider
that
MCA,
with
only
400
students,
is
small.
It
has
a
history
of
relatively
rapid
new
president
turnover
and
a
student
body
with
tuition
funded,
in
a
large
part,
by
scholarships
and
grants.
In
the
past,
the
college
has
had
issues
filling
classes,
attracting
out
of
state
students,
and
gaining
visibility
online.
When
McDougall
Interactive
(McDougall)
began
working
with
MCA,
prospects,
recruits,
students,
faculty,
staff,
and
the
general
public
were
–
as
they
continue
to
–
judging
colleges
by
the
quality
of
their
website
and
presence
in
search
and
social
media.
Unfortunately
the
MCA
website
was
dated,
there
were
no
rankings
other
than
branded
search
terms,
and
social
profiles
were
weak,
at
best.
In
addition,
public
relations
efforts
had
been
largely
for
hyper
local
events
attracting
only
hyper
local
media.
Before
moving
forward,
McDougall
met
with
the
President
and
Marketing
director,
as
well
as
a
dozen
other
key
people
to
make
sure
McDougall
truly
understood
their
brand,
business,
and
marketing
needs.
McDougall
quickly
realized
that
the
brand
message
was
unclear
and
suggested
some
brand
strategy
research
by
partner
at
Arnold
Advertising.
McDougall
did
interviews
with
faculty,
staff,
students,
and
parents.
We
then
created
a
mission
statement
and
a
tagline
(“See
What
You
can
Do
with
an
Art
Degree”)
which
were
presented
to
the
board.
6.1 Challenge
When
McDougall
initially
began
working
with
MCA,
the
college
had
almost
no
visibility
in
the
search
engines
(outside
of
branded
organic
search
terms),
no
social
media
presence,
no
Pay-­‐
Per-­‐Click
(PPC),
and
no
major
public
relations
successes.
More
importantly,
the
college
was
not
filling
all
classes
and
was
only
attracting
regional
students.
McDougall
goal
was
to
not
only
increase
visibility
–
online
and
in
the
media
–
but
to
sign
up
more
non-­‐scholarship
students
and

15. © 2013 - Venturi Internet SA 15 to
reach
more
funders
in
the
art
world.
Additionally,
McDougall
wanted
to
position
MCA
as
a
thought
leader
in
the
elite
art
community
6.2 Strategy
McDougall
belief
is
that
Internet
marketing
is
most
powerful
when
businesses
use
a
variety
of
integrated
tactics
that
feed
on
each
in
a
symbiotic
way.
6.3 Search
Engine
Optimization
(SEO)
McDougall
started
with
SEO
because,
given
the
incredible
number
of
searches
for
topics
related
to
art,
McDougall
felt
that
nationally-­‐
and
locally-­‐focused
search
engine
optimization
was
an
essential
activity.
First,
McDougall
focused
on
the
site
itself
to
ensure
that
it
had
clean
URLs
and
search
engine
friendly
site
architecture.
Next,
McDougall
attacked
keywords
ranging
from
art
colleges
and
art
schools
to
phrases
related
to
majors
and
careers
like
animation
colleges
and
graphic
design
careers.
At
the
same
time,
McDougall
optimized
large
volumes
of
individual
course
areas
with
local
geo
targeting
(e.g.,
Beverly,
MA,
Massachusetts,
etc.).
McDougall
also
optimized
the
long
tail
keywords
in
blog
posts.
6.4 Social
Media
Initially,
McDougall
redesigned
the
college’s
blog
and
transitioned
it
to
an
on-­‐site
URL
at
http://www.montserrat.edu/blog/
to
take
advantage
of
the
SEO
boost
and
to
grow
the
overall
size
of
the
website,
with
the
eventual
goal
of
releasing
a
series
of
blogs
on
various
topics
to
attract
links
and
social
media
attention.
The
next
step
involved
setting
up
MCA’s
Facebook
brand
page
–
which
became
a
high
priority
action
item
after
McDougall
discovered
that
they
were
using
the
community
page
format.
McDougall
then
embarked
upon
a
course
of
content
creation
that
included
SEO-­‐friendly
blog
posts,
info
graphics,
photos,
and
videos
–
all
of
which
were
shared
on
various
social
destinations
to
created
social
buzz.

16. 6.5 Graphic
Design
© 2013 - Venturi Internet SA 16 McDougall
created
a
new
look
for
just
the
home
page
while
a
budget
was
being
created
for
a
site
redesign.
6.6 PR
Starting
with
the
2010
Annual
Art
Auction,
McDougall
provided
information,
materials,
and
access
to
all
local
(North
Shore)
media
outlets,
consisting
of
daily
and
weekly
newspapers.
Only
two
weeks
into
the
initiative,
when
the
Auction
was
held,
McDougall
had
generated
so
much
coverage
that
at
least
150
people
walked
in
who
only
knew
about
the
event
through
publicity
generated
by
McDougall
Interactive.
By
consistently
pushing
out
news
releases
ranging
from
local
events,
thought
leader
segments
like
the
Encaustic
conference,
and
wild
stuff
like
Gorilla
Girls,
McDougall
sought
to
gain
traction
in
a
wider
variety
of
art
communities
nationally.
Throughout
the
next
year,
McDougall
focused
PR
efforts
on
exhibits
in
the
College’s
gallery
and
had
MCA
news
repeatedly
covered
in
the
Boston
Globe,
the
region’s
largest
daily
newspaper,
as
well
as
all
local
dailies
and
weeklies.
During
this
phase
of
our
PR
efforts,
McDougall
suggested
that
the
College
uses
the
phrase
“See
What
You
can
Do
with
an
Art
Degree,”
positioning
the
school
as
an
important
avenue
for
young
people
to
understand
and
join
the
“creative
economy.”
6.7 Conversion
Optimization
The
online
applications
and
continuing
education
areas
were
optimized
and
new
calls
to
action
on
the
home
page
were
tested
with
Google
Website
Optimizer.
6.8 Paid
Search
and
Facebook
Ads
Google
Adwords
and
Facebook
Ads
were
effectively
used
in
small,
cost-­‐effective
doses
to
drive
traffic
to
summer
workshops.

17. 6.9 Results
© 2013 - Venturi Internet SA 17 For
the
first
time
in
its
40-­‐year
history,
MCA
has
a
waiting
list
of
applicants,
and
McDougall
have
generated
leads
from
states
such
as
a
Colorado
where
the
college
has
never
had
enrollment
before.
Below
are
just
a
few
of
the
media
highlights:
v WGBH-­‐TV,
Boston
and
nationally
v Cover
and
features
in
ArtScope,
Art
New
England
and
Art
News
v Boston
Business
Journal
v The
Associated
Press
v Boston
Globe
(frequently
for
exhibitions)
major
FRONT
PAGE
coverage
of
“For
The
Record.”
There
was
a
strong
increase
in
visits
to
the
MCA
website
and
SERPs
penetration
for
targeted
keywords.
Through
SEO,
we
had
a
1,454%
increase
in
top
50
results
of
Google
organic
search
engine
results
pages.
Rankings
in
the
first
six
months
included
#1
in
Google
for
the
keyword
“Art
Colleges”
For
a
local
art
college
to
beat
RISD
and
the
rest
of
the
national
/
larger
schools,
we
feel
this
was
a
phenomenal
success.
Furthermore,
PPC
successfully
drove
a
significant
increase
in
enrollment.
McDougall
used
Google
Analytics
to
track
all
of
the
sources
driving
traffic
to
the
application
pages
and
summer
workshop
pages,
and
tracked
major
increases
in
goal
conversions.
With
shared
management,
McDougall
increased
the
college’s
Facebook
engagement
to
over
700
likes
with
a
large
increase
in
page
visits.

18. 7. Sherman
College
of
Chiropractic
© 2013 - Venturi Internet SA 18 Sherman
College
of
Chiropractic
has
40
years
of
experience
providing
students
with
a
comprehensive
chiropractic
education,
preparing
them
to
enter
the
field
as
primary
health
care
professionals
who
are
highly
skilled,
compassionate,
ethical
and
successful.
On
its
80-­‐acre
campus
in
South
Carolina,
Sherman
offers
a
first
professional
degree
program
unique
in
its
approach
to
health
care
and
known
globally
for
the
skill
and
art
of
chiropractic
delivered
by
graduates.
7.1 Challenge
Sherman
College
of
Chiropractic
needed
to
update
their
website
analytics
for
a
more
in-­‐depth
understanding
of
user
behavior
and
to
get
assistance
with
their
online
marketing
strategy.
The
college
also
wanted
to
know
the
increase
in
number
of
enrollments
compared
to
previous
year.
7.2 Result
v Updating
website
analytics
to
better
model
user
behavior,
including
the
use
of
funnels
to
look
at
individual
segments
of
the
user
base
v Increasing
overall
traffic,
with
a
focus
on
organic
search
inquiries,
lead
generation,
and
strategies
that
put
visitors
in
direct
contract
with
the
school,
such
as
applications,
inquiries
and
campus
visits.
v As
a
result,
the
number
of
enrollments
that
occurred
in
August
2012
exceeded
the
total
number
of
enrollments
in
all
of
2011.
Traffic
increased,
both
from
organic
traffic
by
98%,
and
mobile
traffic
by
154%,
with
an
overall
rise
in
visits
of
43%.

19. 8. University
of
Michigan
–
Admissions
Website
© 2013 - Venturi Internet SA 19 8.1 Challenge
It
is
difficult
to
eclipse
the
University
of
Michigan
in
size
and
performance.
Whether
it
is
the
number
of
people
on
the
Ann
Arbor
campus
(58,000)
or
the
number
of
living
alumni
still
connected
to
the
University
(460,000),
Michigan
can
steamroll
the
crème
de
la
crème
of
the
private
Ivies.
As
the
birthplace
of
the
Peace
Corps
and
the
training
ground
for
the
entire
Apollo
15
crew,
the
Wolverines
pride
themselves
as
being
the
“Leaders
and
Best.”
8.2 Project
When
the
best
in
higher
education
wanted
to
redevelop
their
web
presence,
to
make
the
user
experience
best
in
class,
they
came
to
Stamats,
leaders
of
strategic
communications
in
higher
education.
Michigan
wanted
three
tasks
which
are
inquire,
visit,
and
apply—easy
to
complete
for
key
audiences.
While
streamlining
these
tasks
is
the
right
thing
to
do,
with
over
30,000
phone
calls
a
year
and
a
similar
number
of
applications
submitted,
our
job
was
monumental.
It
was
critical
that
the
1.5
million
annual
visitors
found
what
they
were
looking
for,
and
the
website
converted
visitor
inquiries
into
action.
Employing
industry
best
practices,
Stamats
developed
a
website
showing
Michigan’s
personality
and
strengths.
This
site
allows
individuals
to
find
the
information
they
are
looking
for
without
taking
them
to
unconnected
links;
uses
analytics
to
measure
results
and
user
experience;
and
showcases
the
Block
M
which
represents
all
that
the
University
of
Michigan
brand
has
to
offer.
In
the
college
panoptic
approach,
the
Stamats
team
carried
out
integral
web
design
processes
such
as
discovery,
architecture,
and
usability
testing;
creative
concept
development,
testing,
designing,
and
writing;
and
social
media
workshops.
Analytics
benchmarking
and
communication
sequence
mapping
were
part
of
our
comprehensive
plan.
The
collaborative
meetings
and
insights
resulted
in
a
change
in
the
organizational
structure;
a
review
of
the

20. © 2013 - Venturi Internet SA 20 overall
communication
process;
and
a
strategic
evaluation
of
how
content
was
being
gathered
and
shared.
Stamats
continue
to
work
with
the
University
of
Michigan
on
a
variety
of
projects
where
we
design
and
customize
research,
branding,
digital,
and
creative
solutions
for
them.
8.3 Result
v Stamats
developed
a
website
showing
the
university
personality
and
strengths.
v Allows
individuals
to
find
the
information
they
are
looking
for
without
taking
them
to
unconnected
links
v Uses
analytics
to
measure
results
and
user
experience
9. Columbia
College
Chicago
on
Facebook
Columbia
College
Chicago
is
one
of
the
country’s
largest
institutions
devoted
to
arts
and
media,
with
12,228
students
from
all
across
the
US.
Although
CCC
is
highly
effective
at
fostering
interest
in
its
programs
and
culture
among
prospective
students,
the
institution
needed
a
stronger
online
community
to
foster
engagement
between
current
and
prospective
students1.
After
experimenting
with
some
of
the
traditional
tools
on
the
market,
Matthew
Green,
CCC’s
Director
of
Student
Communications,
realized
traditional
tools
weren’t
reaching
his
students
-­‐
a
majority
of
CCC
was
active
on
Facebook,
but
no
tools
on
the
market
integrated
with
Facebook
in
a
compelling
way.
He
decided
to
implement
the
Schools
App.
1
Source
-­‐
http://www.inigral.com/successstories/Columbia-­‐College-­‐Chicago/

21. 9.1 An
Integrated
Marketing
Approach
© 2013 - Venturi Internet SA 21 To
help
boost
adoption,
CCC
aligned
their
Schools
App
launch
with
their
New
Student
Convocation.
Within
24
hours,
hundreds
of
students
had
added
the
Facebook
application.
Within
20
days
of
the
application’s
launch
at
CCC,
over
25%
of
admits
who
ultimately
enrolled
in
CCC
had
added
the
Schools
App.
By
the
time
school
started,
over
half
of
CCC’s
recently
enrolled
students
were
using
the
application.
9.2 Can
the
Schools
App
Predict
Enrollment
At
CCC?
For
Columbia
College
Chicago’s
(CCC)
Class
of
2014,
the
Schools
App
was
a
crucial
tool
for
the
students
and
the
admissions
department
alike.
It
was
found
that
students
who
signed
up
for
the
Schools
App
at
least
two
months
before
school
started
were
about
16%
more
likely
to
ultimately
enroll
than
users
who
added
the
application
closer
to
the
first
day
of
school.
This
suggests
that
users
who
add
the
application
early
are
excited
about
the
school
and
likely
to
attend,
and
can
be
considered
a
positive
correlation
for
admissions
departments
looking
to
predict
yield.
Ultimately,
94%
of
the
candidates
who
signed
up
for
the
application
enrolled
and
showed
up
for
the
first
day
of
school
at
CCC.
(In
other
words,
a
Schools
App
user
was
7x
more
likely
to
attend
CCC
than
not
attend.)
By
the
time
school
started,
student
engagement
in
the
Schools
App
was
at
an
all
time
high.
Over
half
of
CCC’s
enrolled
students
had
signed
up
for
the
application.
Students
were
active
in
the
application,
adding
100-­‐300
pieces
of
content
daily.

22. 9.3 Exposing
Existing
Connections
© 2013 - Venturi Internet SA 22 In
the
college’s
weekly
newsletter
to
the
campus,
“In
The
Loop,”
CCC
features
a
handful
of
popular
posts
in
the
application,
engaging
interested
students
and
boosting
traffic
and
discussion.
In
one
month,
CCC
student
Nora
found
other
students
who
were
interested
in
doing
a
marketing
summer
study
in
Prague
with
her,
Meryle
(a
sophomore),
found
a
sculptor,
and
Tess
(a
first-­‐year
student)
found
a
web
designer
to
build
her
portfolio
site
through
the
application.
9.4 Students,
Faculty,
and
Staff
Find
Value
in
the
Schools
App
After
Student
Communications
started
seeing
success
engaging
students
within
the
application,
other
departments
began
to
use
the
Schools
App
to
build
involvement
and
community
on
campus
as
well.
Residence
Life
used
the
application
to
help
students
meet
their
future
room
and
hall
mates
by
giving
each
hall
floor
its
own
Interest
within
the
application,
allowing
students
could
talk
to
their
peers
in
the
dorm
before
moving
in.
The
first
floor
to
get
all
of
its
residents
to
join
the
Schools
App
won
a
pizza
party,
courtesy
of
Student
Affairs.
After
a
7.0
magnitude
earthquake
devastated
Haiti,
Green
announced
on
the
Schools
App
that
several
campus
groups
were
looking
for
students
to
volunteer
for
relief
efforts.
Students
responded
enthusiastically
and
used
the
application
to
brainstorm
how
best
to
contribute.
9.5 Follow
Up
Two
Years
Later,
CCC
Still
on
Facebook.
Our
recent
survey
of
undergraduates
at
Columbia
College
Chicago
about
the
first
year
impact
of
the
app
had
several
central
themes.
People
were
able
to
look
for
common
interests
with
students
they
had
not
yet
met,
and
being
able
to
see
which
students
were
in
their
building
(even
down
the
hall!)
and
in
their
classes.

23. © 2013 - Venturi Internet SA 23 Students
appreciated
the
opportunity
to
meet
these
students
with
whom
they’d
be
in
close
contact
prior
to
arriving
for
the
commencement
of
the
school
year.
Other
students
said
the
app
helped
to
ease
their
last
minute
nerves
and
ask
questions
in
advance
of
their
arrivals.
A
substantial
number
of
students
are
using
the
application
to
network.
Students
mentioned
getting
roles
for
films
and
other
artistic
collaborations
that
emerged
from
participation
in
the
app.
10. Ivy
Bridge
College
Schools
App-­‐Providing
Peer-­‐to-­‐
Peer
Support
for
Online
Students
10.1 Introduction
Ivy
Bridge
College,
an
online
two
year
college,
is
a
seamless
way
for
students
to
earn
their
associate’s
degree
before
transferring
to
one
of
its
many
four-­‐year
partner
institutions.
Ivy
Bridge
College
is
a
joint
venture
between
Altius
Education,
a
company
based
in
San
Francisco,
and
Tiffin
University,
located
in
Tiffin,
Ohio2.
Ivy
Bridge
provides
unparalleled
support
services
and
a
guided
academic
pathway
for
their
students.
The
Schools
App
is
a
key
tool
that
their
staff
uses
to
provide
support
and
facilitate
connections
between
their
geographically
dispersed
students.
The
student
profile
of
Ivy
Bridge
is
varied,
with
both
traditionally-­‐aged
and
adult
learners.
It’s
typical
to
find
re-­‐entry
students,
single
parents
and
younger
people
that
have
faced
challenging
life
experiences.
Many
of
them
have
not
been
to
school
in
a
long
time,
and
may
have
found
education
extraordinarily
challenging
until
enrolling
at
Ivy
Bridge.
For
students
like
these,
the
2
Source
-­‐
http://www.inigral.com/successstories/Ivy-­‐Bridge-­‐College/

24. © 2013 - Venturi Internet SA 24 support
and
services
model
of
Ivy
Bridge
College
provides
a
new
hope
for
a
brighter
academic
future.
Despite
high
frequency
contact
with
faculty
and
Success
Coaches,
many
students
report
that
they
would
still
like
to
feel
more
connected
to
one
another.
Their
E-­‐College
learning
platform
provided
by
Pearson,
while
an
effective
LMS,
does
not
facilitate
the
types
of
emotional
interaction
and
bonds
they
wish
to
form
with
one
another.
This
is
where
Ivy
Bridge
on
Facebook
comes
in.
A
core
group
of
students
has
attached
themselves
to
our
Facebook
App
and
has
used
it
to
build
important
relationships.
They
visit
the
application
while
they
are
on
Facebook
to
post
updates
on
their
coursework,
ask
questions
and
talk
about
their
positive
experiences
with
Ivy
Bridge.
They
also
discuss
more
personal
matters,
like
interests
and
passions,
and
even
challenges
at
home.
10.2 Result
The
facebook
uses
are
profound.
It
has
built
awareness
of
the
other
types
of
students
attending
Ivy
Bridge,
facilitated
friendships
that
otherwise
never
would
have
happened
and
most
importantly,
has
provided
a
unified
platform
for
them
to
support
and
encourage
one
another.

25. 11. WSI
references
Below
is
the
list
of
colleges
with
online
marketing
campaign
implemented
by
WSI:
S.No
Name
of
the
colleges
Location
1
MBA
Center
France
2
Stork’s
Nest
Child
Academy
The
US
3
Cornerstone
Montessori
Prep
School
Canada
4
Milton
Keynes
College
The
UK
12. Case
Study
on
the
MBA
Center
© 2013 - Venturi Internet SA 25 12.1 Background
MBA
Center
is
a
formation
organization
formed
by
a
dozen
of
centers
in
the
world.
The
heart
of
its
activity
is
the
preparation
for
the
tests
like
GMAT
or
TOEFL,
and
coaching
to
prepare
the
entrance
in
MBA.
The
previous
website
of
MBA
Center,
technologically
out
of
date,
generated
traffic
by
offering
to
the
visitors
complete
information
on
tests
like
GMAT
as
well
as
the
access
to
free
tests.
But
no
conversion
strategy
was
implemented.
12.2 Challenge
v Identify
website
visitors
as
leads
and
allow
the
conversion
in
customers
v Allow
the
worldwide
development
of
MBA
Center
v Develop
the
sales
of
tests
and
online
formations
12.3 Solution
v Development
of
a
multilingual
website
including
e-­‐sales,
an
event
calendar
with
online
reservations,
online
tests
and
an
organization
by
sub-­‐fields
according
the
implantation

26. Implementation
of
MBA
Center
local
phone
number
v v Chat
module
allowing
online
conversation
v Detailed
subscription
form
12.4 Result
© 2013 - Venturi Internet SA 26 v The
new
website
allowed
negotiating
partnerships
like
HEC.
The
website
includes
a
page
for
partners’
presentation.
v Promotion
of
international
development.
v SEO
on
18
keywords:
2
keywords
appeared
in
first
page
at
the
beginning
of
the
campaign,
and
after
3
months
10
keywords
appeared
in
first
page
of
Google
results.
v Following
the
optimization
of
Adwords
campaigns
by
WSI,
the
number
of
visits
generated
has
been
multiplied
by
1.6
compared
to
the
previous
month
where
it
was
directly
managed
by
the
client.
13. Case
Study
on
the
Stork’s
Nest
Child
Academy
13.1 Background
Stork’s
Nest
was
advertising
through
traditional
methods
of
Yellow
Pages,
radio
and
local
newspaper
ads.
Their
original
website
was
100%
Flash
and
not
recognized
by
the
search
engines.
Due
to
the
downturn
in
the
market,
enrollments
were
dipping.
They
needed
a
measurable
way
to
attract
new
visitors
to
the
school
for
enrollment.
13.2 Solution
v Build
a
new
website
using
the
WSI
eFusion
platform.
v Optimization
of
the
website
for
local
place
search
in
the
spring
of
2009.
v PPC
campaign
using
the
call-­‐to-­‐action
of
“free
initial
registration
worth
$75”.
For
existing
families,
they
were
able
to
access
easily
downloadable
calendars.

27. 13.3 Result
© 2013 - Venturi Internet SA 27 v Over
150
leads
with
approximately
50
new
enrollments
both
full-­‐time
and
part-­‐time,
since
starting
the
project.
v Email
marketing
to
follow
up
with
prospective
families
that
did
not
enroll
but
showed
interest.
v From
a
search
engine
perspective,
the
website
ranked
page
one
for
the
following
keywords:
“Daycare
Rhode
Island”,
“Day
Care Rhode
Island”,
“Daycare
East
Greenwich,
Daycare
Warwick”,
“Daycare
Smithfield”.
14. Case
study
on
the
Cornerstone
Montessori
Prep
School
14.1 Background
Prior
to
working
with
WSI,
Cornerstone
Montessori
Prep
School
had
no
digital
marketing
strategy
and
was
only
seen
online
for
keywords
related
to
the
company
name.
Their
lead
generation
consisted
of
advertising
in
Yellow
Pages,
educational
directories,
educational
magazines,
referrals
and
the
sign
outside
their
school.
14.2 Challenge
They
needed
to
increase
enrollment
to
keep
the
school
going.
14.3 Solution
v Redesigned
the
school’s
website
using
the
WSI
eFusion
platform
and
optimization
of
the
website
pages:
implementation
of
specific
forms
on
the
website
for
job
employment
inquiries,
to
book
a
tour
of
the
school
and
a
more
detailed
Admissions
Application.

28. PPC
campaign
for
3
months
to
generate
immediate
traffic
to
the
website.
v v Creation
of
a
content
marketing
blueprint,
competitor
report.
v Monthly
SEO
campaign
focused
on
article
marketing
and
link
building.
© 2013 - Venturi Internet SA 28 v Recently,
WSI
also
created
a
custom
Facebook
page
for
the
school
and
are
in
the
works
of
designing
a
blog
for
the
principal.
14.4 Result
v The
school
is
on
page
1
of
Google
for
terms
related
to
“Toronto
Montessori
School”.
v When
the
new
website
went
live
and
we
started
generating
traffic
from
Google
PPC
ads
and
Facebook
ads,
they
were
receiving
3
calls
a
day
as
well
as
people
dropping
in
to
ask
for
a
tour
of
the
school
and
several
online
inquiries.
v In
addition,
over
the
last
year:
o 32
people
signed
up
for
their
newsletter
o 27
people
completed
the
Admissions
o Application
Request
o Almost
100
inquiries
for
more
information
came
in
via
the
contact
form
o Inquiries
from
other
organizations
interested
in
working
with
the
school
came
through
v They
did
not
renew
advertising
with
Yellow
Pages
or
any
of
the
other
subscription
except
for
the
one
online
directory
that
is
sending
them
more
traffic.

29. 15. Case
Study
on
the
Milton
Keynes
College
15.1 Background
© 2013 - Venturi Internet SA 29 Milton
Keynes
College
is
a
well-­‐known
college
within
the
UK
providing
school
leavers
with
317
part-­‐time
and
full-­‐time
courses
and
diplomas.
The
marketing
department
is
very
experienced
and
the
website
receives
over
25,000
visitors
on
average
per
month.
However,
they
had
only
recently
started
experimenting
with
social
media
and
were
looking
for
a
consultant
to
assist.
15.2 Challenge
WSI’s
goal
was
to
help
the
college
raise
brand
awareness
amongst
16-­‐19
year
olds
within
a
20-­‐
mile
radius
of
the
city
of
Milton
Keynes.
In
addition,
we
wanted
to
generate
increased
course
bookings
through
a
pay-­‐per-­‐click
(PPC)
campaign,
which
was
solely
targeting
competitor
college
search
phrases.
15.3 Solution
v Social
media
brand
awareness
campaign,
including
a
secondary
PPC
campaign.
WSI
was
responsible
for
developing
the
project,
creating
the
content,
setting
up
the
platforms
and
managing
the
daily
updates.
The
project
was
set
as
a
3-­‐month
brand
awareness
campaign.
WSI
targeted
competitor
universities
and
colleges
within
a
20-­‐mile
radius
of
Milton
Keynes
College.
v Creation
of
a
landing
page
that
would
target
users
searching
for
competitor
colleges
and
universities
and
drive
the
traffic
to
that
landing
page
with
a
focus
on
signing
up
for
courses
with
Milton
Keynes
College.
v Facebook
campaign:
driving
traffic
to
a
Fan
Page
offering
weekly
contests
and
prizes
while
providing
daily
updates
and
interesting
content.

30. WordPress
blog
was
launched
and
used
to
feed
interesting
and
relevant
content
to
the
Facebook
page.
v v YouTube
videos
featuring
current
students
were
fed
into
the
Fan
Page.
15.4 Result
Over
8
weeks
of
targeting
a
20-­‐mile
radius
around
Milton
Keynes:
v 500
fans
joined
the
Fan
Page
v 30
video
views
per
day
v 4-­‐8
interactions
per
post
v 464
Facebook
page
views
per
day
v Competitor
PPC
campaign
generates
3090
website
visits
v 202
phone
call
enquiries
and
21
booked
courses
to
date
Contact
us
About
WSI
© 2013 - Venturi Internet SA 30 -­‐
WSI
is
the
largest
network
of
digital
marketing
experts
worldwide:
+1'000
across
80
countries.
WSI
operates
since
18
years
worldwide
and
2
years
in
Switzerland.
Contact
us
now
for
a
personalized
audit
of
your
internet
presence.
We
will
recommend
what
online
marketing
solutions
you
should
focus
on.
Contact
benoit@wsibp.com