Reach learners no matter where they live.
Research & brand
Grow your brand
Growing your program requires more than local or regional name recognition for your institution. It begins with greater clarity about who your prospects are and what they care about.
Many prospects have moved from web to social and mobile and may move elsewhere tomorrow. You need access to the expertise to reach them wherever they go next.
Explore new channels
Research
& brand
Fine-tune your message to target your audience.
Target
& recruit
Gauge the impact of your marketing.
Measure
& report
Use tools to learn what’s working and adjust.
Optimize
& adjust
To grow online you’ll want to identify niches, clarify and extend your differentiators, and invest more heavily in branding and outreach beyond traditional markets. This requires creative professionals and marketers who deeply understand today’s adult students and the online marketplace.
Marketing online programs has grown more complex and expensive, and reaching qualified students demands greater skill, sophistication, and collaboration. A well-defined and targeted strategy can help you break through in a crowded marketplace and achieve sustained growth.
How to break through to qualified students .
Marketing online programs
Copyright © 2021 Pearson. All rights reserved.
Plan your strategy
Find more resources to help you start, grow, or reinvent your online programs.
Explore now
Select the + button to learn more about the considerations for each marketing task.
Reach learners no matter where they live.
Research
& brand
It’s easy to generate large numbers of unqualified leads (prospects) who’ll never enroll. Hiring separate vendors for lead generation and recruitment often leads to finger pointing. Recruiters say the leads are bad; lead generators call the recruiters ineffective. Either way, you don’t meet your goals. Marketers and recruiters must collaborate closely, with aligned interests and strong accountability.
Collaborate on lead generation
Building a profitable online advertising program requires expertise, creativity, and agility. For instance, experts may now build campaigns from large numbers of “long tail” keywords (search phrases) that each attract small numbers of visitors. Collectively, they offer the traffic you need at lower cost than highly competitive common keywords.
Use Google AdWords
Target & recruit
Fine-tune your message to target your audience.
Target
& recruit
Today, even strong prospects are difficult to reach. To optimize contact rates (the number of times someone interacts with your brand), you need to leverage and integrate big data, automated calling, machine learning, voice generation, and customer relationship management platforms. Few institutions can justify the investment in all these tools. Many service providers don’t have them, either. Whomever handles recruitment, clearly understand how they will reach and engage with your prospects.
Track impact on recruiting
Measure & report
You can gain an understanding of what’s working by analyzing how students find your programs, how they use your website, and where you can make improvements online to increase enrollment.
Fine tune your strategy
Optimize & adjust
Use tools to learn what’s working and adjust.
Optimize
& adjust
Many prospects find programs via web search, and rarely look beyond the first page of results. Search engine optimization (SEO) gives you actionable insights on how you can shape your marketing content to reach your audience using keyword strategies.
Once prospective students find you, getting an understanding of where they go, what content they interact with, and the actions they take (or don’t take) will help you determine how to optimize your program’s web pages.
Techniques change constantly, as Google continually refines its algorithms. You’ll need to adjust your strategy often so that students find you and have a smooth enrollment process. Repeat the entire marketing cycle, making changes throughout as needed.
Adjust & repeat
Gauge the impact of your marketing.
Measure
& report
You need full visibility on marketing and recruitment, ideally via a dashboard that also shows enrolled student performance and retention. Not only will you get insights into what’s working, you’ll have a tool that helps you to get buy-in throughout your organization for your marketing efforts.
Set up reporting
Download text-only version (PDF | 53KB)
Plan your strategy
How to break through to qualified students.
Marketing online programs
Explore now
Copyright © 2021 Pearson. All rights reserved.
Copyright © 2021 Pearson. All rights reserved.
Plan your strategy
Find more resources to help you start, grow, or reinvent your online programs.
Techniques change constantly, as Google continually refines its algorithms. You’ll need to adjust your strategy often so that students find you and have a smooth enrollment process. Repeat the entire marketing cycle, making changes throughout as needed.
Set up reporting
Track impact on recruiting
Measure & report
Plan your strategy
Plan your strategy
Plan your strategy
Plan your strategy
Plan your strategy
Plan your strategy
Plan your strategy
Plan your strategy
Plan your strategy
Plan your strategy
Plan your strategy