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Marketing Committee Report Dan Smith

Marketing Committee Report Dan Smith . W ebsite www.HillCountryChristianSchool.org. Revamped site launched November 30, 2010 Search Engine Optimization Implemented Content & keyword optimization for better organic search results

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Marketing Committee Report Dan Smith

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  1. Marketing Committee Report Dan Smith

  2. Website www.HillCountryChristianSchool.org • Revamped site launched November 30, 2010 • Search Engine Optimization Implemented • Content & keyword optimization for better organic search results • Google Adwords Campaign implemented for pay per click marketing

  3. Website www.HillCountryChristianSchool.org Traffic & Statistics for 2011 • Total visits: 65,692 • Unique Visitors: 28,861 • Page Views: 236,327 • 43.62% of website traffic from new visitors

  4. Website Traffic Total Visitors New Visitors Dec. 2010: 1,234 Dec. 2011: 2,843 Dec. 2010: 2,148 Dec. 2011: 5,142 230% Increase in Traffic

  5. Internet Marketing Campaign:Google Ads • Bulk of advertising dollars spent on internet marketing campaign. • Launched March 2011 • Specifically targets people searching for schools in Austin metro area • Top 2 ways people hear about our school: word of mouth and internet • We pay per “click”

  6. Google Ads

  7. Google Ad Campaign Results • Ads have appeared 280,080 times (Impressions) • Clicks: 5,806 • Average cost per click: $2.82 • Conversions (to “How to Apply” page): 487 • Have already enrolled a number of new students who indicated they found us on internet.

  8. 2011 Marketing/Advertising Efforts • Continued efforts to implement consistent branding (launched Fall 2010) • Began implementation of internal marketing efforts (“Each One Reach One” campaign, Parent Advocacy Team, etc.) • Targeted print advertising in various local publications • Participation in marketing events- local school fairs, HCBC community events, etc.

  9. Admissions Traffic • Significant increase in inquiries, tours and applications compared to 1 year ago. • Inquiry Comparison: • At end of January 2011, had seen 145 new student inquiries • By January 5, 2012, had already seen 186 inquires

  10. Measuring Success 10% increase in enrollment year over year 2011 Enrollment2012 Enrollment 471 511 currently 520 – 540 projected

  11. 2012 Marketing CommitteeStrategic Initiatives • Determine appropriate levels of funding for the next 5 years. • Maintain Brand Consistency • Develop measureable enrollment management plan from inquiry to enrollment • Review and improve Anonymous Parent Surveys • Improve internal marketing to boost retention and referrals (Word of Mouth Advertising)

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