By using search engine optimisation (SEO) strategically, English Express managed to get its online recruitment effort up quickly. Within the first year of existence, they managed to rank 2nd for “learn English Singapore” and most other relevant terms related to learning English in Singapore. (British Council at #1, we’re coming for you!) But rankings aren’t Read more about Presentation: How did English Express raise enrollment by 400% without breaking the bank on advertising?[…]

This is the story of how I got the chance to speak at an education fair as a subject matter expert in language learning and got maximum mileage out of it by integrating different marketing approaches. It’s only about student recruitment in a roundabout way: the process I used. If you find the story too Read more about Education fair + planning = amazing marketing power[…]

Case study palate sensations from Guus Goorts

I’ve written about why marketing courses are so different from marketing anything else a short while ago. One of the points I made was: Your “clients” are not just investing money, they’re also investing time. It’s not a matter of “I’ll try this, and if it doesn’t work out, I’ll just return it and buy Read more about GREAT reviews matter for marketing courses. How to get them?[…]

“Competing colleges are advertising on Google, so we should, too.” is not a good motivation to start an AdWords campaign. We’ve observed colleges spending thousands of dollars on Search Engine Marketing, without having a single enquiry to show for it. That said, with the right strategy in place, search ads become a highly reliable and Read more about AdWords is a beast. Powerful, but if you don’t tame it, it will eat you.[…]

Prospective students spend considerable effort researching their options. Have Higher Education marketing approaches evolved to keep pace with their target audience? How it used to be. People have been marketing products for centuries. Marketers have long believed that consumers follow a spiral path down to decision making called the “funnel metaphor”. The funnel metaphor illustrates Read more about Internet has changed how students choose. Are you spending money in all the wrong places?[…]

Digital campaigns are often defined purely in numbers terms. It’s common to believe that better ROI can be achieved by just using certain types of technologies and managing the numbers well. This numbers & technology only approach leads to boring campaigns that no one cares about. Others rely solely on the creative positioning. By coming Read more about Be Bold. And data driven.[…]

While the wheels of the student recruitment campaigns are turning, the number of e-mail addresses collected is often disappointing. Below, I’m sharing four reasons that often at the root of this lack of results. Reason 1: non-mobile friendly website Many University websites don’t display well on mobile phones. Sometimes it’s an inconvenience. In extreme cases, Read more about 4 Reasons why schools are not getting up to 400% more student enquiries[…]

If Universities optimised their website for generating e-mail enquiries and list opt-ins, most could easily multiply their results by 400%. But while marketing teams rejoice when they generate a ton of enquiries from interested prospective students, sales and enrollment officers tend to hate them for that. In our guest post on ICEF Monitor, we cover Read more about Is “fear of unqualified leads” holding back your school website?[…]