Why Andrew Will Never Get Fired From His VP Marketing Position

I gave a talk at a Marketing Conference recently. I began by asking a question of the participants that went something like this:

Imagine you are running a marketing department (most in the room were) and you’re allowed only one excellent skill set (the rest being meh) to help you as you try and meet your objectives. Which of these would it be?

  • Tremendous design skills
  • Tremendous copywriting or persuasive communication skills
  • The ability to split test
  • Building brand through excellent social media campaigns
  • The ability to find pools of interest, media buying

After allowing the audience to debate amongst themselves for a few minutes, I asked for ‘pitches.’ Some said Design was crucial to get people to notice ads at all; others said Copywriting was crucial to present an argument for someone to take action. I heard a compelling argument about how filling a trout pond with more trout gives you a better shot at catching fish, i.e., Media Buying. And there was some gibberish about Social Media. Read more

Recent Facebook Changes and How to Adapt

facebookFacebook has announced that they are making two additional changes to how posts are prioritized on their News Feed. First, Facebook will be reducing advertisements that look like click-baiting, meaning those ads that encourage users to click to learn more. If those ads are clicked and users don’t stay on the article to read it or the link isn’t shared or commented on by those who have read it, the post will be placed lower in priority on News Feeds. Secondly, Facebook has proven that when you reference a web link in a post using the link format (which appears when you paste a link while drafting a post) you are more likely to get that post read. As a result, Facebook will be promoting these posts over url links listed in posts regardless of whether relevant pictures are provided or not.

To keep your ads in the mix on Facebook News Feeds and ensure your ads are being seen, provide the best usable content that you can. Your posts should be tailored to ensure your potential customers are clicking and reading your content. Secondly, always paste links into your posts, which then provides the link through the picture, so that you’re providing the information to your customers the way they want to read it. Putting time into top-quality content will always make your ads a better investment for you and your customers.

Webinar: How Prospective Students Actually Want to be Contacted

“How Prospective Students Actually Want to be Contacted”
An webinar recording as presented in Feb 2014 with industry experts Martin Lind (Vertical Education Director of Velocify) and Enrollment Resources.

The webinar is based on recent research by Velocify, where they went to the source — the students themselves – to better understand communication preferences.

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Three Questions to Ask BEFORE Hiring a Marketing Agency

The marketing agencies available to help you reach your goals are as varied as the schools we serve.  If you’re trying to dig through offerings to see which firm is best positioned to help you, you’re probably confused.   So many firms talk about your branding, websites, their proprietary software, SEO, Social Media, Paid Search and design management – how do you make sense of it? At Enrollment Resources, we pursue the truth.  We think it is important that you get the best service for you. We’ll tell you if we don’t think we can help you and we’re paid on our performance only. Whether you are hiring us or not, we think these three questions are what you need to ask when doing your research.

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How Social Media Can Ruin Your School

Every quarter Shane Sparks and I run a macro-economic analysis on how external factors might affect higher education. Trends we’ve landed on to date have included the rise and fall of many Internet portals, the impacts of the 2007 Recession, how placement would become the most important department within a school and the outcomes from the DOEs regulatory adventures…we’re ready to take on Social Media.

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Notes & Audio: Online Lead Generation Conference Call

“Online Lead Generation Improvements that you can use”
An audio recording and notes as presented from our Conference Call
Presented on Sept 29th, 2011 by Gregg Meiklejohn and Shane Sparks of Enrollment Resources Inc.

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Podcast #13: Mistakes Schools make with Social Media

“Mistakes Schools Make with Social Media”
An audio recording and notes as presented from our Conference Presented on January 16th, 2013 by Gregg Meiklejohn & Shane Sparks of Enrollment Resources Inc.

In this concise talk, Shane and Gregg explore the social media landscape, common mistakes schools make and the best ways to utilize the technology.

In the past year we’ve seen schools attempt to harness social media sites such as Facebook, LinkedIn and Twitter as direct response lead generators…and we saw it fail. Read more

Podcast #11: Brand Based vs. Direct Response Advertising

“Brand Based vs. Direct Response Advertising” 

An audio recording as presented from our Conference Call Presented on November 1, 2012 by Gregg Meiklejohn & Shane Sparks of Enrollment Resources Inc.

In this concise talk, Shane and Gregg explore how branding is achieved, effective Direct Response Marketing for Proprietary Post Secondary, the role of Social Media and more.

Along this same topic, you can watch this great video with some straight forward words of wisdom from the greatest advertising man in history, David Ogilvy, on Direct Response Advertising and following your ROI – a worthwhile watch! Read more