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 #1 ƛ Double up on Web and
Your Brochure
ð Your brochure and website should
reinforce each other
ð Picture of brochure on Home Page
ð URL on cover and back cover of your
brochure
ð Ôncourage people to go to your web site
ð Sign up for mailing list on your web site
ð Your brochure & other promotions
encourage people to register online
Hereƞs a related great
technique:
Your brochure and your
main web site page have
the same graphic theme.

Hereƞs the brochure.

Next slide is the web site.
 #2 Ɗ Create a Memorable
Domain Name
ð [void a long URL, unless it is memorable
ð [void initials
ð [void the / after the domain name
ð Think of a series or words people will
remember
ð Register it
ð Have the new domain name point to
your existing URL
 Rample of Memorable
Domain Names
ð www.MainLineSchoolNight.org
ð WorldClassÔducation
ð Go-Parks
ð GeorgiaCenter
ð LearningÔxchange
ð www.lerninstitutes
 # 3- Design Web
Descriptions that Rell
ð Classes/events links have high visibility
on Home Page
ð Promote new classes/events on your
Home Page
ð List categories of classes/events
ð List titles of classes/events in category
and/or with short description
ð Get to a class/event in 3 clicks
ð Have a link to registration from every
class/event
ð [dvanced: have a link for more
information
 Donƍt Do It!
Courses/Events

ð ün [dobe only
ð Course/Ôvent information is old
ð Copy brochure pages
ð No description
 Äow You Rhould Do It

ð *n your lifelong learning unit Main Page,

prominently show ƠCoursesơ (Ôvents)
click
ð *n your ƠCoursesơ page, show
ƠCategoriesơ of courses/events
ð *n a specific Category, show Titles
and/or Short Descriptions
ð *n your course/event description, show
1) short description; 2) Registration
click; and 3) More info click
 Web Real Estate is
CÄEAP!
ð You can afford to have more information
on your website than you could ever
afford to put into a brochure
ð Chunk it
ð [dd to it over time
 Äome or Main Page Keys

ð Your Main Page is the first screen people

see when coming to your Program (not
institution).
ð *ne or more small graphics/pictures.
ð Courses or classes link at the top, high
visibility
ð [s many search options as you can (of
your site N*T the ünternet)
ð Something new, interesting, something
that changes every session or month
Great search options here. 3 Ways to search
Clean, few words, links highly visible, good color, small graphics
[ssociation Home Page. Colorful, direct links to more info
3 ways to search, by date, specialty, certificate programs
Great idea.
ƠTry itơ
attached to
several
courses.

Take it off
your web site
when the
course Ơfillsơ
with Try üt
people.
 #4 Ɗ Get Listed with
Rearch Engines
ð [void broad keyword terms, like Ơlifelong
learningơ
ð Go for more narrow and specific terms
where you can be in the top 10 listings
ð Load up the home page with key words
ð Think of some of your inside pages as
home pages and get them listed as well
for specific programs
 #5 - Get Links to Your
Rite
ð Look for non-competing organizations
ð See if you have something to offer in
return
ð Try to get them to link to you, without
you linking to them.
You donƞt want people to go off your site.
ð Romeone on staff or on contract
needs to pay attention to REO. Good
rankings donƍt happen once nor
overnight!!!
 #6 Ɗ Do an email
newsletter
ð Get email addresses from your current
participants
ð Collect email addresses on your
registration form
ð Have a sign up on your web site
ð Think of something your best customers
want to know
ð
ð Promote your classes/events in your
email newsletter
ð Come out at least once a month
ð Have three pieces of value for every one
pitch
 Email Newsletter
Definition
ð [n email newsletter, or ezine,
ð Provides information of interest to your
customers
ð Comes out on a regular (more or less)
basis
ð üs sent to past participants, inquiries,
and others who sign up for the
newsletter
ð üs N*T sent to those not requesting it
 Ä ML Email newsletters

ð The following are actually HTML emails

promoting an upcoming event, but the
format and design is similar to an HTML
email newsletter.
ð [s far as we know, there is no difference
in effectiveness between a Text-based
email newsletter and an HTML email
newsletter.
°


       




 he Future of Email
Newsletters

1. Readers sign up themselves,

change their preferences for
categories of news anytime.
2. Get information on reader
interest areas, trends, changes.
 Advanced for Email News

ð Have Seven e-mail newsletters, one for

each of your best customer segments
 #7 - Employ E-Mail
Direct Promotions
ð Úollow [üD[ same as print
ð üntegrate with print promotions
ð People read on-line more slowly
ð Break up type Ɯ indents, bullets, boxes,
graphics
ð Click for more detailed information to
website
ð Caution pdfs and attachments
ð [llow for off-line response option(s)
 Dos and Donƍts
of E-Mail Promotions
ð [void SP[M Ɯ focus on your house list
ð Make sure that they know who it is from
ð Work on Subject line Ɯ as important as
a headline
ð Subject line 4-6 words
ð Short message and click/attach for more
detail
 4 More ips for Effective
E-Mail Marketing
ð Create a dialogue with customers and
prospects
ð Know the sales cycle and provide the
right information/approach at the right
time
ð Use alerts, newsletters, reminders,
confirmationsƦ in short a variety of
approaches to stay in front of your
customers.
ð Provide some value in each contact and
personalize if possible (a la
[mazon.com)
 Kse a Variety of Media

ð Research shows people often tend to

view a message in one medium and
transact in another
ð üntegrate your media: printed & web,
web to web, web to printed.
ð Keep a consistent look and feel Ɯ
branding
ð Use all customer touch points to collect
e-mail addresses
 est and est Rome More

ð Test to refine your messages

ð Test offers
ð Test Subject Lines ƛ a critical piece to
success
ð Test on thing at a time
ð Test with subsets before rolling out
 Audio Post Cards

ð The next two slides illustrate an Ơ[udioơ

email.
ð The first slide is the email sent to past
participants.
ð The second slide is a screen shot of the
web site where the 60 second audio
automatically plays.
Dear New Member,
CG[ *ntarioƞs program supervisor for seminars and
conferences, Sharon Headley, gives you some last-minute
reminders about the associationƞs fast-approaching
conference and admission to membership ceremony, in the
newest (and final) audio postcard.
Úirst, make sure your computer speakers are turned on. üt
may take a moment to hear the audio message on slower
ünternet connections. [lternatively, look for the link on the
postcard to view a text version of the audio message.
 # 7 Ɗ Promote online
registration
ð *nline registration is more cost effective
ð üt allows you to respond better and
faster
ð üt will lower staff time and costs
ð üt is the way people will purchase in the
21st century
ð Ôventually 90% of your registrations will
be online
 Keys to Online
Registration
ð You must feature the online registration
option
ð You have to let customers register
directly from a course description
ð No more than three (3) clicks from your
main page to register
ð Clear and easy step-by-step
  
 You!
Go to www.ler.org for

ƏIform
tio  
t
Wor