Get a world-class internet marketing department working for you, for a fraction of the cost of staffing it yourself
Since 2003 we have worked within the Private Vocational Education field with a fantastic track record of success. We do not have grand, world-beating aspirations. Instead we focus on managing high-performing campaigns for a reasonable number of small to medium non-competing school groups. Currently we represent approximately 45 brands through 107 campuses across North America.
Pay-per-click Advertising/SEM • Website Design & Development • CRO (Conversion Rate Optimization) • SEO • Direct Marketing • Social Media Advertising
How it works
Our Outsource Marketing Model
Our business model is pretty simple: We charge a management fee of between $3,500-10,000 per month depending on the number of programs you offer, your market size and your performance goal. We map out a plan then provide you a fully functioning internet marketing department to implement the results.
Unlike Ad Agencies, we do not mark-up media, we do not aggregate third party leads and most importantly, we ‘do not’ own any of your digital assets. You own and control everything. We are your marketing department.
Within the plan we establish a lead goal and then focus on nailing the goal for you. Our fee is inclusive of ALL services needed to hit your goal.
Dedicated Marketing Team
You get access to a dedicated team of direct marketing specialists with subject expertise in higher education. Our team regularly participates in skills development training and is up to date on the trends/regulatory issues affecting the industry and the subtle needs of our clients. The team skill set is:
- Certified Google Adwords/PPC Specialists
- Direct Response Copywriting
- Graphic Design & Layout
- UI/UX Design
- Web Development
- Split-test Management
- Project Management
- Market Research
- Conversion Optimization
Fee to Goal
At Enrollment Resources, we want to be held accountable for the work we do. We not only take over the management of existing tactics (which has value unto itself) we also work to an agreed upon lift in lead flow. We then tie our fee to the intended improvement and review the results each quarter, adjusting our fee if we have over shot our under shot our target for the next quarter.
We have a number of tactics at our disposal in reaching your goal. We usually implement by starting with high converting, low-cost leads and then, if need be, work progressively to costlier or lower-converting tactics. We use up all of the tactics we need to use to reach our agreed upon lead goal.
What does Non-Compete Mean?
When you hire Enrollment Resources, we are agreeing in advance to an exclusive relationship within your geographic market.
The advantage of this model is twofold; we dispense advice that is strategic in nature. We also have a Testing Laboratory where we carry out marketing experiments every day. Our non-competing clients are essentially part of a broader “innovation community.” We can test campaign elements across multiple clients simultaneously to find innovations and improvements that apply to the whole.
You have access to a team of leading edge professionals who are constantly hunting for ways to improve conversion performance within your campaign thus lowering your costs, and increasing your lead flow.
No Nasty Long Term Contracts
Our average client retention is 3.55 years and growing, however, our contracts are month-to-month, because there is nothing worse than riding out a contract with a vendor you don’t want anymore. We keep clients because we do an excellent job in an ethical and transparent manner.
The Enrollment Resources Guarantee
We are the only company in the Private Higher Ed sector that guarantees our work. Here’s the language in our agreements:
“If you don’t feel you’ve received value for your money in a given month, you can adjust the bill to whatever you feel is fair, including zero.”
Is that enough accountability for you?
Clients get some great added value when partnering with Enrollment Resources:
Pursue the Truth
That is the Enrollment Resources Mission Statement, three simple words. Pursuing the truth comes into play in almost all of the major decisions we make; turning away prospective clients, split testing, having non-competing clients, the guarantees we offer. While some may view this as a bit cheesy, we find having an ethnically based operating principal makes for easy decision making and a better way to shape our business. See if you can find where ‘pursue the truth’ comes into play as you continue to read.
Limited Client Base
Most Ad Agencies are in the “client acquisition business.” ER is in the client “keeping and nurturing business.” Most big outfits have hundreds of clients often competing in the same markets; we have a small, select group of client partners. We only accept new clients that fit our criteria and only when we know we have the internal capacity to service them. We often have a waiting list.
Here’s why we turn away prospective clients: finding and keeping good people is the biggest challenge within an expertise business. The team we have today is world-class. So rather than constantly recruit and train warm bodies, stretching and diluting our resources in the name of growth, we’ve chosen to take a fair and reasonable profit, limit the number of our client relationships, and then staff accordingly. You receive excellent service and leadership.
We get a little embarrassed tooting our own horn, but company founders Gregg Meiklejohn and Shane Sparks are recognized thought leaders within the private higher education field. We are regularly invited to present at industry conferences, publish articles, and have relationships with industry leaders. We are frequently called upon to share our insight on trends, best practices, and emerging issues. We’re smart, respected guys who are available to help you peek around corners and assess the big picture.
An R&D Stream
At any given time, ER is testing multiple elements within campaigns, uncovering innovation that can be shared with non-competing clients. For example, as of this writing we are testing the following:
- How certain graphic applications increase conversion
- How call to action language affects conversion
- Copywriting innovations on over a dozen program pages
- The viability of social media as a lead generation tool and mobile pay per click.
We often find ourselves debunking “hot” new tactics. Pursue the truth through testing. In addition, when you come aboard with ER, best practices have been well established already, moving you to a high performance place quickly.
The byproduct of testing is innovation. For example, a recent landing page redesign has improved conversion from 8% to 18% – a wild success! We will conduct further expansive tests and then, if successful, roll out new innovations for the benefit of all of our non-competing clients.
But innovation doesn’t stop there. Everyone on our team is pushed to research and contribute to our collective knowledge. We are consistently importing best practices from other industries, researching ideas on your behalf and growing our knowledge.
We once delivered a workshop where a number of attendees from the same state brought in ads for critique. Half the schools had the same ad with the only change being the logo and phone number. Turns out they all had the same Ad Agency! While there are best practice formulas, our small client base ensures your marketing is fresh and unique to your market. By choosing to restrict our client base we avoid conflicts of interest. The cosmetology school in San Diego is not worried about the allied health school in Philadelphia, so to speak. This allows everyone to benefit. All boats go up in a rising tide.
Best Practices Consulting
ER created a best practices consulting process called the EMScorecard™ that has been field tested with over 500 schools. As a consulting service we charge a very high hourly rate and regularly get rave reviews from our clients and industry leaders alike. Through sharing our Scorecard Analysis, we’ve found millions of dollars a year in opportunities for clients due to identifying small holes in their enrollment management process. The Scorecard service is available to you for free as part of the iMarketing Retainer.
Finally: since 2003, we have only supplied the Internet Marketing Service to Private Post-Secondary Schools.
We have insight into your world and are very proud of the work you do, giving students a leg up in life through providing Education Services. We have a vested interest in supporting the industry.
Are You a Fit?
Our typical best-fit client is an owner or senior manager of a small to medium Career School System that does not have an in-house marketing department. Typically, our best clients have a marketing manager who is overworked and under-resourced, would benefit from having access to external resources to get things done, and also wants someone to help take a leadership role in campaign management.
Over the years we’ve found the following criteria for clients that are a good fit for working with us;
- You are a private post-secondary school.
- Decision makers are willing to make decisions and act quickly.
- You are not afraid of – and in fact embrace – controlled failures.
- You do not micro-manage, giving us room to test and try different tactics in achieving our lead goal for you.
- You are willing to plug into an existing best-practice campaign – website, landing page framework, approach to Adwords management, etc.
- You are results-driven, not activity driven.
- You make factual decisions, not emotionally-based decisions and look at the benefits being generated by the campaign on a broader horizon.
- You have an Adwords budget.
How to Get Started
The first step is for us to complete an analysis of your current marketing performance. Our fees are based on our ability to add value, so we need to determine IF we can add value by establishing a benchmark.
We will complete a website conversion audit, a paid search audit and an SEO analysis. We will also have a look at how your competitors are dealing with you. After this analysis, we will come back with a best/worst case scenario on lead growth. In true Pursue the Truth form, we will tell you one of three things; you don’t have a hope of being helped, you are doing great and might only need us to manage an excellent campaign, or, we can help you improve performance.
Assuming we agree there is a fit, you will be presented with an agreement Regardless of whether you become an ER client or not, our goal is to objectively identify for you some opportunities for process improvement.
We look forward to learning more about you and objectively reviewing your current Internet Marketing performance.
Associate VP, Business Development