1. Jessica DuPont Assistant Director of Marketing and Communications John Thompson Web Systems Coordinator Catching & Captivating Students Online

2. Overview   About OSU Extended Campus   Part I Driving them to your site… Search Engine Optimization (SEO) Search Engine Marketing (SEM)   Part II E-Recruiting once they’ve arrived   Summary & tips

3. OSU Extended Campus Programs   Online Bachelors Degrees Online Minors   Graduate Degrees and Programs   OSU Summer Session (site based) ________________________________   Professional Programs   OSU Quick Skills Online   OSU K-12 Online

7. Student Demographics (Online Students)   Average age 36, 65% female   Majority from Oregon & Northwest   Students from all fifty states, 12 countries   Largest growing segment is on-campus students WEB = #1 Marketing Source

8. --- Part I: Driving Them to Your Site ---   SEO: On Page Optimization Occurs on your site pages   SEM: Off Page Optimization / Marketing Occurs on other website pages (Includes paid advertising)

9. Fundamentals of SEO / SEM   Keywords Correspond with the Search Phrases that Internet users type when searching   Ex: New Online Masters in Education website   We can use: - online masters in education - masters in education online - or some other phrase with our new site … right?

10. Definition of “Surfer”

11. SEO: On Page Optimization   Do Not GAMBLE   Keyword “Keyphrase” (KEI) analysis: Identify a market “niche”   KEI: Keyword Effectiveness Index What are Surfers typing when searching? What are existing sites using as Keywords? Is there an “Unused” Keyword?   A Good KEI number indicates a POTENTIAL “niche”.

12. SEO: On Page Optimization   Example of Market Niche: - online masters in education - No available opportunity   masters education online courses - Good KEI Score - Represents a Good opportunity or market “niche”

13. SEO: On Page Optimization   Content is KING: Add Keyphrase masters education online courses META Tags, Page Title, H1 Tags, content   Site Structure: Use Keyphrase Folder names, Internal site links   Keyphrase “density”: - What is the density of your Keyphrase in your site pages? - What is it in your competitor’s site pages?

14. SEM: Off Page Optimization   Advertise that Keyphrase!   Anchor Text The clickable words in your Link masters education online courses   Organic: “FREE”   Economical/Page Rank Search Engine Registrations Get your LINK placed

15. SEM: Off Page Optimization   Reciprocal Linking   Link Partners

16. SEM: Off Page Optimization   CPC: Cost Per Click BID on Cost Per each Click on your Banner Ad Pay that set fee to vendor (monthly, quarterly) Expensive option in most cases   Paid Listings Costs are comparatively HIGH $$$ Directory Sites Paid Banner Ads Distance Education websites Ex: alleducationschools.com

17. --- Part II: Once They’ve Arrived --- Goal: hits  registrations Consider the following with conversion: Will users get lost on your site? Can they get answers at 3 a.m.? Is your site “sticky”? Examples….

18. Live Chat Forum Searchable Knowledge Base The 24-7 factor The 24-7 factor

19. E-News

20. Course Demo

21. Make it Dynamic!

24. Summary & Tips   E-Marketing = combination of tactics   Results take time & lots of work!   Track your results via… Site statistics Volume of incoming inquiries Lead conversion Googling your own key words ….where do you show up? have you slipped?

25. Tips Continued…   Beware of advertisers who claim “guaranteed top search engine results for $99.00.”   Take advantage of free offers or monthly billing   Stay abreast of changing SEM/SEO tactics   Dedicate staff & marketing budget for SEO/SEM

26. Thank you & Good luck!