An overarching Internet marketing strategy is presented in this model. Give me a holler and I'll give you the spoken part.

1. Yesterday
We broadcasted our messages in print & RTF
Source: Flickr muhawi001

2. Today
Make compelling information available, get found online,
and develop engaged constituents
Source: Kristin Bradley

3. 1. Define strategy
2. Identify constituent types
and problems
3. Convey positioning
4. Through story
5. Deliver consistently
6. Drive opportunities to engage
7. And, to convert
Measure & improve

4. Constituent Types &
Unique Problems
Unique problems by type
Biology by bee type
1.L"At vero eos et accusamus et iusto odio dignissimos
2.excepturi sint occaecati cupiditate non provident
3.facilis est et expedita distinctio. Nam libero tempore
4.cum soluta nobis est eligendi optio cumque nihil impedit
5.quo minus id quod maxime placeat facere possimus,
6.omnis voluptas assumenda est, omnis dolor repellendus.
7.Temporibus autem quibusdam et aut officiis debitis aut
8.rerum necessitatibus saepe eveniet ut et voluptates
(Source: muirgilsdream, via apiphile)

5. Positioning
Source: Wesley Fryer

6. Story
No one took bigger
risks than Tommy.
He went to the
beach and buried
himself in the sand.
He left the beach
sandy, tired, and
happy.
Source D. Sharon Pruitt

7. Consistent Delivery Source: Liz West

8. Source: Logan Campbell on Flickr

10. Opportunities to engage
Source French Nathan Siemers

11. Conversion
Source: Kristin Bradley

12. Source: MS Clipart
Conversion = Action Taken

13. What cannot be measured…
Source: William Warby

14. 1. Define strategy
2. Identify customer types
3. Convey positioning
4. Through story
5. Deliver consistently
6. Drive opportunities to engage
7. And, to convert
Measure & improve

15. Addendum

16. Marketing Model
Step Key Question Addressed
What are the key issues that our promotional communications must
1. Strategy
solve?
How do we categorize our existing and prospective constituents?
2. Customer Types
What problems can our school help each customer type solve?
What is the unique emotional, or logical, space we wish to occupy in
3. Positioning
the minds of constituents?
What compelling messages and what story (i.e., the order of
4. Message Development messages) can we deploy to support the positioning, and motivate
constituents to act?
What content, tools, and navigational elements can best deliver our
5. Website Plan & Dev.
compelling story?
What elements of the story are best suited for placement in our
6. Placement
communications channels?
What data inform us of what works and what doesn’t work in our
7. Analysis
marketing program?
Based on data, how can we modify our content and placement
8. Optimization
settings to achieve optimal return on marketing investment?

17. “People don’t buy what you do;
people buy why you do it.”
Why
How
What
TEDX: Simon Sinek: How great leaders inspire action

18. Following Reach, Depth &
Relationship (RaDaRs) channels
“Depth channels tell your product's story. Your
website, your stores and your salespeople serve a
common purpose: To give your customers and
prospects the detail they're seeking when they
explore your product and to guide them to a
purchase.
Relationship channels serve your existing
customers. Most of the people who sign up for your
mailing lists or follow you in social media are
satisfied customers. These channels aren't about
attracting new audiences or directly driving sales;
they're about staying in touch with your biggest
fans.
Reach channels get you into the consideration set.
Word of mouth and unbranded searches are the
two channels your customers use most to discover
products, followed by traditional channels like TV
ads and in-store displays. Your purpose for using
these tools is to encourage customers to explore
your offering in greater depth.” Nate Elliott, Forrester Research
The Funnel We Need: Follow Customers as They Actually Behave, January 23, 2013
http://adage.com/article/cmo-strategy/follow-a-customer-s-journey-behaves/239296/

19. Schools’ Web Marketing Ecosystem
Measure / ROI
Plan
Optimization
Content Creation
(In Context, Useful, Sharable)
Lead Tracking One Staff Member Per Week
One Student Per Week
All Calendar Events
Lead Capture All Announcements
Off-line
Marketing Publish
Market Monitoring
Social Listening
Content Hub:
SIS Integration CMS To Website
Content Out
Traffic In
E-mail Campaigns
Web Marketing Traffi Social Networks
c Social Participation
Search Engines / SERPs
News, Portals, Partners, Apps

20. Schools’ Web Marketing
Ecosystem
• Expose the narrative, with ‘calls to action’ at
every step
• Receive traffic (and metrics)
• Objectives:
1. Deepen engagement
2. Constituent retention
3. Constituent generation

21. Oh, the fear!
• Google “private school wayne, pa”
– SERP #1 = www.boardingschoolreview.com
– Display Ad for Constant Contact: $240 MM company
• Google “boarding school Pennsylvania”
– SERP #1 = www.boardingschoolreview.com
– Display Ad for Constant Contact: $240 MM company
• See how boardingschoolreview.com pays the bills?
– Some competition for mindshare of your constituents
– A tech-savvy national player
– But, their budgets are not endless

22. We deepen engagement
by learning
• What types of constituents…
• …best respond to what types of information
• …through what channels

23. Inbound Marketing
• Inbound marketing is based on the concept of
earning the attention of prospects, making
yourself easy to be found and drawing
customers to your website by producing
content customers value.
• Blogs, podcasts, video, eBooks, e-newsletters,
whitepapers, SEO, social media marketing,
and other forms of content marketing are
considered inbound marketing.
http://en.wikipedia.org/wiki/Inbound_marketing

24. Marketing from the hypothesis mode
to the data driven mode.

25. “The Secret Sauce”
Most social touchpoints your audience will have with
your product or brand or whatever is not the bells and
whistles campaigns you put together at great expense,
but rather the day-to-day social management of all your
channels.
That’s how they meet you, and that’s where they come
to thank you, and it’s where they are going to voice their
discontent. So be there for them, take care of them, and
give them what they came to you for in the first place.
Andy White; M80 & Senior Social Media Manager for Audi
http://outspokenmedia.com/social-media/audi-super-bowl-2013-blackout-tweet-interview-andy-white/
(By the way, M80 http://www.m80.com "Cultivating consumer relationships through conversation and content.")