1. February 15, 2011 Marketing 101 A Crash Course in Effectively Promoting Your Online Courses

2. Two Most Effective Forms of Online Course Promotion: Print Advertising –Catalogs –Flyers Websites

3. The State of Catalogs Changing Goals Now: Promote Products and Tease the Buyer Internet has added step in process Catalogs used to drive buyers to website Transactions immediate

4. Why Catalogs Work Convenient –Catalogs act as a trustworthy salesperson –Once received, it is always available and easily accessible –Websites have not replaced catalogs Near Universal Appeal –Wide variety of preferences and needs are addressed

5. Why Catalogs Work Cont. Acceptance –Catalogs do not create suspicion among readers –Most find reading a catalog pleasurable Sharing –Catalogs are likely to be shared with friends, relatives, coworkers, etc. Longevity –Catalogs are perceived as useful reference material that should be saved and used repeatedly

6. Can a Perfect Catalog be Created? Take a look at your present catalog with an extremely cold, critical and unsympathetic eye. In other words, from a prospective student’s view.

7. Successful Catalog Design Strategies Separate Online Courses Section Course Integration Highlighting Top Sellers

8. Catalog - Online Courses Section Targets individuals who open a catalog for a specific type of course

9. ed2go Marketing Templates

10. Feature Popular Courses Catchy Descriptions Enrollment Information Ability to include –School Name –Web Address –Contact Information –Price

11. Santa Rosa Junior College Went from three quarters page to full page Used ed2go marketing template Enrollments Grew 500% from 8-10 per month to 40- 50 per month

12. Santa Rosa Junior College Cont.

13. Edmonds Community College Used 3-page ed2go marketing template Combined with website upgrade Enrollments grew 170%+

14. Edmonds Community College Cont.

15. Online Career Training Programs

16. Catalog Online Courses Page – Tip More does not necessarily mean the merrier. –Too many course titles can be overwhelming to a catalog reader. Do not be tempted to list course titles with no descriptions. –Descriptions entice and drive buyers. Identify Online Course section in the Table of Contents

17. Catalog – Course Integration Targets individuals who already know what course they want, but have not decided on the delivery method Gives students options

18. Catalog – Course Integration Online is not a replacement, rather a substitute –Do not look at online courses as competition to classroom training Caters to those with busy schedules

19. Kennesaw State University Constantly ranked in top 3 of ed2go top partner list

20. Kennesaw State University Cont.

21. Catalog – Course Integration Tips Important to include enrollment instructions throughout the catalog Feature your ed2go URL prominently Include an ‘online’ icon or short phrase to indicate course is available online

22. Which Strategy is Best for You? Online Courses Page(s) –This strategy is great for those with limited space Course Integration –Allows you to spread out your online offerings throughout the catalog –Best for those who have a bit more freedom in regards to space Both? –A great option that sometimes does not require much space at all

23. Complement Your Print Promotion with an Exceptional Website

24. Effective Websites Act as a Storefront Feature Information an Individual is Seeking –Too much information on a homepage can be overwhelming. –Detailed information should be available to individual, but not forced upon them. Information is Easy to Access –Too many clicks results in loss of sale (prospective student).

25. The Art of Using Hyperlinks Hyperlink - word, phrase, or image that you can click on to jump to a new document or webpage. –The best ed2go-related hyperlinks to use are: ed2go Instructor-Led Online Courses ed2go Online Career Training Programs –Pair the Hyperlink with short description explaining the type of online training you’re offering.

26. Effective Use of Hyperlinks Hyperlink

27. Effective Use of Hyperlinks Cont.

28. Moving Forward Make sure your print promotional materials complement your website. –Web addresses, enrollment instructions, etc. must be straightforward and explained well. Utilize the resources we make available to you. –Catalog and Flyer Templates –Website Suggestions –Account Managers

29. Thank You