Marketing Committee Report

moonlightmidgeInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 11 μήνες)

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Marketing Committee Report

Dan Smith

W
ebsite

www.HillCountryChristianSchool.org








Revamped site launched November 30, 2010


Search Engine Optimization Implemented


Content & keyword optimization for better
organic search results


Google
Adwords

Campaign implemented for
pay per click marketing








W
ebsite

www.HillCountryChristianSchool.org


Traffic & Statistics for 2011



Total visits: 65,692


Unique Visitors:
28,861


Page
V
iews:
236,327


43.62
% of website traffic from new visitors






W
ebsite Traffic



Total Visitors

Dec. 2010: 2,148

Dec. 2011: 5,142





New Visitors

Dec
.
2010: 1,234

Dec.
2011: 2,843


230% Increase in Traffic


Internet Marketing Campaign:

Google Ads


B
ulk of advertising dollars spent on internet
marketing campaign.


Launched March 2011


Specifically targets people searching for schools in
Austin metro
a
rea


Top 2 ways people hear about our school: word of
mouth and internet


We pay per “click”


Google Ads







Google Ad Campaign Results


Ads have appeared 280,080 times (Impressions)


Clicks: 5,806


Average cost per click: $2.82


Conversions (to “How to Apply” page): 487


Have already enrolled a number of new
students who indicated they found us on
internet.

2011 Marketing/Advertising Efforts



Continued efforts to implement consistent
branding (launched Fall 2010)


Began implementation of internal marketing
efforts (“Each One Reach One” campaign,
Parent Advocacy Team, etc.)


Targeted print advertising in various local
publications


Participation in marketing events
-

local school
fairs, HCBC community events, etc.



Admissions Traffic


Significant increase in inquiries, tours and
applications compared to 1 year ago.


Inquiry Comparison:


At end of January 2011, had seen 145 new student
inquiries


By January 5, 2012, had already seen 186 inquires

Measuring Success



10%
increase in enrollment year over year


2011 Enrollment


2012 Enrollment


471




511 currently






520


540 projected







2012 Marketing Committee

Strategic Initiatives


Determine appropriate levels of funding for the
next 5 years.


Maintain Brand Consistency


Develop measureable enrollment management
plan from inquiry to enrollment


Review and improve Anonymous Parent
Surveys


Improve internal marketing to boost retention
and referrals (Word of Mouth Advertising)