Category Archives: Marketing strategy

Which Colleges & Universities Impress You With Their Marketing?

I Love Learning How to Improve Education Marketing

So, I’m currently planning visits to a number of colleges and universities worldwide.

When I visited Cambridge University it snowed.

In Miami the sun shone and we felt as free as the birds.

 

Which international colleges and universities excel at marketing? What do they do different to their competitors? Where do you recommend I visit?

Please email me with your answers or invites. StefanDrew(@)gmail.com

 

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How to Respond to Comments on Google Maps

Google Reviews for Marketing Consultant, Stefan DrewComments on Google Maps Provide a Star Rating that can Enhance or Damage Your Reputation .. It’s a Bit Like TripAdvisor and Needs to be Handled as Carefully

How to Respond to Comments on Google Maps (Quick Guide)

  1. Log in to Google Maps
  2. Go to https://business.google.com/manage/
  3. Select your Account
  4. Select your location
  5. Click Manage Reviews
  6. Choose comment & click Verify and Reply
  7. Respond and Post.

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Perceptions Speak Volumes

When Writing Copy for Websites, Printed Material, Social Media & Menus We Need to Consider The Readers Perceptions

Michelin starred chef, Heston Blumenthal, tells a wonderful story of having spent weeks developing crab ice cream only to find few people ordered it. This story is about perceptions.

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Why Too Much Action is Detrimental to Success

Action Doesn't mean you have to get caught in the hamster wheel How to Achieve Success in a Busy Action Packed World

All Around Me I See People in Constant Motion. They are in Hamster Wheels of Activity

They are running from task to task, meeting to meeting, often with a phone welded to their ear.

But when you are this busy there is only one certain result. You miss the overview. You fail to learn enough to plan a strategy. You miss out on the crucial elements vital for you to achieve success.

The only results you get are activity and low achievement because when you have your nose to the grindstone life is pretty awful. The problem is that ……….

Constant Action Drives Out Deep, Meaningful Thought

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Who Needs an Elevator Pitch? Aren’t They Dead?

The elevator pitch is deadThe Elevator Pitch is Dead

Do you recall the elevator pitch?. You had to tell people about yourself in the time it took to go a few floors in a lift or on an elevator. My US friends need to translate .. what Americans call an elevator we cal a lift in the UK.

Most people focused on something like “I’m Stefan and I am a marketing consultant”.  It was all about the speaker and very boring.

A better concept is to talk about what they need.  So when I meet a principal in a lift I get a better response if I say something like, “I’m Stefan and I’ve just increased applications at x college buy 30% and cut their marketing budget by £100k. Would you be interested in learning how we did it?”  Continue reading

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What is the FE Marketing Silly Season?

FE Marketing Silly Season Stay Calm, Don't PanicSeveral FE marketing colleagues contacted me during the FE Marketing Silly Season

All were highly hacked off.

What is the FE Marketing Silly Season? Why were people hacked off?  They were hacked off simply because they had worked hard all year and felt that their professionalsim was under attack.

And what is it? The FE Marketing Silly Season is when provider senior staff look at numbers and decide that action is needed. By that I mean an extra marketing push is needed. My colleagues tell me that the senior staff then come up with all sorts of marketing initiatives and insist that the marketing department implement them immediately. Continue reading

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How to Brief a Website Designer

How to Brief a Website Designer. Website Specification is Essential if You are to brief your website designerWebsites Cost a Lot of Money, So Correctly Briefing Your Website Designer is Vital if You Want Value for Money from Your Designer

How to Brief a Website Designer

Over the last ten years I’ve specified a lot of education websites. I’ve also reviewed a lot of website specs drawn up by providers. So How to Brief a Website Designer is now second nature to me; but lots of people struggle with it. Specifying the website is key to getting your site right, but it needs detailed and concise specification.

A lot of good web designers tell me that too many clients haven’t much idea what they want in a website except it should be a “good site” or a site like one of their competitors.

No designer can give you value for money with such an imprecise specification. The good ones will probe for detail but the unethical designers (and there are a lot of them out there) will rip you off by fulfilling your imprecise instructions at high cost (then blame you for not briefing them properly).

Website Specification Detail

In the last few years I’ve specified many websites and my experience is that a specification needs to be at least 30-40 pages in length to be detailed enough to provide a designer with sufficient information. And I don’t mean a document full of screengrabs of sites that are liked or disliked; I mean hard facts.

It is necessary to specify your customer profiles, the products and/or services you wish to offer, the Calls to Action you require to be followed and the apps, plugins and functions you wish to provide.  In most cases it is the function we wish to provide e.g. an appointment booking system, rather than the actual app or plugin to be used as the designer should have a more up to date knowledge of these and how they will interface with other systems and functions. Continue reading

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What is Psychological Nudging?

Psychological Nudging: The Government’s BehaviourImages of Eyes are useful for psychological nudgingal Insights Team, aka The Nudge Unit, has been in existence for many years, but few people know of it.  

However it can teach FE a thing or two about marketing and business development.

Psychological nudging is used by government to encourage us to do things we might not otherwise want to do. Things like pay their road tax.

A few years ago the Nudge Unit suggested that DVLA changed their normal long-winded letter to suspected non payers and sent a very simple message to those suspected on non payment. It simply said, Pay Your Road Tax or Lose Your Car.

Payments from previous non payers doubled.  And when a photo of the vehicle was added payments tripled.

Outside of government nudge methods  also work.  Where honesty boxes are used the level of non payment significantly drops if you put an image of a pair of eyes next to the box! Continue reading

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How to Find Individual Email Addresses

how to find email addressesHave you ever wanted to email someone but didn’t have their email address?

Frustrating isn’t it.

The person you need to contact could be the MD of a large company that you can supply apprentices to.  Or they could be the perfect guest speaker at an event you are running. But if you can’t email them you have a problem; especially if the gatekeeper assiduously guards them.

You could look for them on Facebook or LinkedIn but that takes time.  Their website might only have an info@ type addresses.

Finding email addresses

So check out emailhunter.co .

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Generating Income, FE Space Utilisation & Pop Up Restaurants

Pop Up Restaurants Make MoneyGenerating More Income in FE isn’t Always Easy

…. but that is usually due to our mindset.

One major asset we have is space .. and it is worth money but not if we think about it in the wrong way.

You see we think about space in terms of how we would normally use it and can’t see beyond this.

But turn your thoughts upside down and look at the space in a different way.

The space doesn’t need using for its original purpose.  It’s just space and can be used for a myriad of purposes.

Link your space to a local or national event and marvelous things happen.

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Competitive Marketing in the FE Sector

Should Providers Compete For Students?

The FE Commissioner thinks the sector spends too much on this and I agree. It is a wasteful practice. It also misses of the point of the message we should be giving prospective students.

I believe we should be promoting careers to young people. I believe that could be done regionally or nationally and at much lower cost.

This is a topic I wrote about for my recent FE News exclusive .. and I explain more in glorious technicolor in a related video at

https://www.fenews.co.uk/fe-news/competitive-marketing-in-fe

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Video Micro-Moments Drive Engagement and Sales

Google video micro moments

Graphic courtesy of Google

When customers, prospective students or employers look for answers to their problems, want to discover new things, or have to make decisions, they often go online for help. Google calls these times micro-moments.

We need to recognise that our customers are doing this on a wide range of devices when they go to  your website or app, and ….. increasingly ….. they’re happening on YouTube.

So providers need a strategy to engage with searchers at this time; the time when they want help and advice.

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Outsourcing Marketing: Should Marketing Be Outsourced?

Is outsourcing marketing a good idea?Should FE Providers Outsource Their Marketing?

Several CEOs have recently asked me this.

They’ve been told it will save money and give them access to a wider marketing skill base.

I think both of these reasons are flawed. But the truth is worse than that. In this video I go into the pros and cons of outsourcing. You can read more of my thoughts on outsourcing marketing in my recent article on FE News.

But why not watch the video first?

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The Two Types of Purchase in the Education Sector

How Can Your Prospects Measure Risk Marketing and Selling to Explorers and Experienced Buyers

When you think about it there are only two types of people that might want to do business with providers.

There are those that aren’t sure what we have to offer, but happen upon us or are exploring options and there are those that know exactly what we offer and want more of the same.

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How Can FE Providers Balance Their Budgets?

Cookery Courses could help FE  beat the budget downturnMy recent article on FE News had the phone ringing and was shared over fifty times.  In it I said that FE needs to rethink their business model and offer people what they wanted rather than what providers thought was needed.

I agreed that qualifications were important but suggested that not everyone wants a qual.  Some people just want to be able to apply new skills very quickly and others were looking for  a leisure experience.

I provided three examples of FE businesses that were thriving and had no government funding and no Inspection hassles.

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Creating Business Growth in FE

Creating Business GrowthCreating Business Growth: 21 Successful Marketers Reveal Their Top Business Marketing Secrets is my new marketing book.

Imagine if you could get marketing advice from over 20 leading marketing authorities, including a Professor who is a TED speaker, a former White House writer and several best selling authors that practice what they preach.  In fact these guys only teach a technique when they have used the technique for a long time and thoroughly tested it.

Read on to Get A Copy Of This Book

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Direct From London 2014: Defining Your FHE Strategy

How do you define strategy?London FHE Marketing & Business Development 2014 was a closed door event I recently held for invited guests only.

But there are some topics I wanted to share with you personally.

 

The first is about Strategy.  This is a word that is often bandied about but rarely understood.   People often show me their business or marketing strategies and they are often weighty tomes.

Often the strategies I’m shown are more like wish list and say things like “We want to be the provider of choice for local SMEs by September 2015”. Continue reading

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Business Development & Marketing Insights

Sometimes it’s worth looking outside our own sector to see what others are doing.

Here’s a short video demonstrating an innovative idea an Australian charity used to grab the attention of  potential corporate donors.   I’m not sure you could exactly copy this in FE but it does made me think about other ways to attract attention.

How will you use this idea to make contact with potential clients?

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Objective Reviews: Critiques for Marketing & Business Development

customer I’ve added a new menu item this month.  You can now get my free advice and recommendations on a your marketing and business development work.

I’m planning on this becoming a permanent feature on the site.

Here’s the deal.

As a special bonus for visiting this site you can ask for my thoughts and/or recommendations on a piece of marketing collateral or a business development tactic each month.   This is totally free with no strings.

It could be a Facebook ad, sales letter, web page, email, business proposal, or anything else that you need to get an objective view on.
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Celebrity Endorsements: Antonio Carluccio on Marketing (College) Restaurants & Courses

Asking celebs for interviews is a great marketing tactic.Sometimes it is hard to get our target audience to listen to us …. but they will often listen to a celebrity.

Of course celebrities come in all shapes and sizes and getting them to promote your courses could be problematic.

But it isn’t impossible.  Learn how below.

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