Marketing Intern Jack Harney
A little bit of Campus Gossip Previously a division of Alloy Education, All Campus has almost three decades of experience working side by side with some of the nations top educators. Since All Campus’ incorporation in August of 2012, the company has grown from servicing only a few clients, to partnering with 11 schools. All campus plans to increase by 1015 academic programs each year. Current partner schools include:
All Campus is headquartered in Downtown Chicago overlooking the Chicago river about a mile from the lake front. The office suite houses the 30 full time employees. Since its construction in 1927, this building has housed a number of organizations including the Chicago Times, the Chicago Sun, and the YMCA College. After its purchase in 1983 by private investors, the building now rents out office suites.
A little bit of Campus Gossip All Campus currently offers the following Services:
Research Creative Marketing Development Recruitment Enrollment Retention Corporate Alliance All Campus uses these services to help market, recruit for, and retain students with Online degree programs from traditional non-profit universities.
Contents •Search Engine Optimization •Visual Web Optimization •Niche Marketing •Social Media •Promotions •Competitive Research •New Business Development
Search Engine Optimization One of my main responsibilities at All Campus was to assist in the process of Search Engine Optimization for our partners as well as the organic sites created by All Campus. Because of the volatile nature of the ranking algorithms used by Google, it is hard to say exactly how Search Engine Optimization is accomplished, however there are certain techniques that help to improve site rankings. The most effective of these techniques is a process called link building. Link Building is the process of acknowledging, reaching out to, and ultimately having a link placed on a site which leads to your site. The more links you have around the web, at more reputable sites, your page rank will increase. Acknowledging potential page links can be done a handful of ways, two of the most popular are through the use of keyword searching, and web crawling. Key word searching is fairly simple process. In order to find potential sites, you think of keywords that relate to your product. Then, you pick sites that show up on the search results. You can then check the page rank/equity of the page using other websites such as open site explorer. Web crawling is a process that requires the use of a website such as Open Site Explorer (pictured on the next page). The process by which this is done is to search for a competitors site on Open Site Explorer and see all external links to which your competitor is currently linking to. This provides both potential links as well as new key word ideas for further searching.
This is an excerpt from one of the collections of link potentials for a client. There are a few main types of links as highlighted in the far left column, Content Partners, and Directories. There are others such as blogs and PR websites however the main sites that you want to link with are the Content partners and Directories. Content Partners require you to right some sort of copy or provide some sort of service in order to be given a link. Directories can be as simple as contacting a web-master to have you link added, or buying a slot if the site is worth the cost.
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Page Authority and Domain Authority refer to how valuable each link is. A website with a high Page and Domain Authority will cause your rankings to increase. Having a low Page or Domain Authority makes the page far less valuable to link with.
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Some Domains are very reputable, however they have so many pages rooted to that domain that any given page will have a fairly low page authority. A good example of this would be a PR website. The site itself may be very reputable, however due to the fact that everyone can list their link there are many, many pages. Therefor each page is fairly watered down. Once potential sites have been recognized, I was then responsible for contacting these sites and attempt to have a link to our page added. This contact usually occurred via email, however there were a number of web masters that requested phone contact.
Visual Web Optimization My favorite task during my internship was Visual Web Optimization. VWO is the process of designing your website for the greatest possible success. This includes accentuating certain items on your page to increase page rank in search engines, and making the most visually appealing page for users. For each web page we design, there were at least 5 others used to refine and perfect the page for optimal performance. The changes range from subtle color and picture changes, to large copy and structural changes. For some pages creating motion on the page caused increased conversion rates, for others it was detrimental. Sometimes simply changing the color of the submit button would result in an increase in conversions. The ultimate end goal was to increase conversions (the number of times someone fills out the information form and submits it). My primary responsibility was to track each page to see which changes were proving to be effective. Each week I would view the report for every site and make any changes to the conversion rates. I then marked its success on a calendar that was used to quickly update the web designers on the status of their sites. There were two main types of tests that I worked with. The first, A/B testing would route users to one of two sites. The pages were identical other than one change this way we could track how each element of the page effected the conversion rate. This is done many times to pin point the best possible element for the page. The second, Multivariate testing, allowed for us to see how each element in combination with other changed elements resulted in a conversion rate increase. Weekly Test updates: Right CU Boulder Multivariate Test (Control with two Variations): Below
CONTROL
VARIATION 1
Variation 2
Niche Marketing Advertising is a great way to spread word to the right audience about your product. However, media is an expensive commodity. In an effort to reduce our costs, as well as the cost of our product, we focus our marketing efforts on Niche opportunities. These opportunities included: Web Banner Advertisements Email Lists Attending Conferences Niche Publications Through these routes we were able to increase leads while keeping costs low. My primary responsibility was to search for these opportunities. I would be given a target and set loose in order to find the best possible niche opportunities. I would then compile a list with specific information about each opportunity. The following spreadsheet is an example of these efforts
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Social Media I ended up being given the responsibility of handling content for our social media pages when we ended up in between copy writers with three new clients. My primary duty was to compose tweets and status updates to be used on our social media pages. I composed each post with the intention of increasing our followers. The main techniques I used were linking interesting articles, using applicable hash tags, and tweeting at popular twitter handles within the field.
Promotions One of the best ways for All Campus to promote itâ&#x20AC;&#x2122;s services as well as itâ&#x20AC;&#x2122;s partners is through conferences. Through conferences we can generate leads face to face as well as build corporate partnerships. Along with attending and promoting during the conference, I was responsible for creating and editing promotional materials that were distributed at the conferences. Below is an image of myself during the set up of the SHRM (Society for Human Resource Management) Conference in Chicago.
Below is the table that displayed all of the promotional items that I worked on
ONLINE DEGREES
FOR INNOVATIVE FIELDS
Lawrence Technological University •Master of Architecture •Master of Educational Technology •Master of Engineering Management •MS in Industrial Engineering •MS in Information Systems
Gain Management Level Experience Hone and Share Practical Skills Advance in Fast-Paced, In-Demand Fields
ONLINE PROGRAMS
FOR ADVANCEMENT IN HEALTHCARE & HUMAN SERVICES Graceland University • RN to BSN
• BA in Healthcare Management
University of Florida • MS in Family, Youth & Community Sciences • Graduate Certificate in Nonprofit Leadership
Saint Francis University • Master of Health Science
• Develop Leadership Skills • Magnet Status Eligibility • Flexible Format
TUITION DISCOUNTS ON 100% ONLINE PROGRAMS IT & TECHNICAL PROGRAMS
All Campus partners with companies to offer their employees and families discounts on degree and certificate programs from accredited colleges and universities.
BOOST YOUR EMPLOYEE BENEFITS AND COMPANY CREDENTIALS Do you value the professional and personal growth of your employees? Do you want to further the credentials of your staff and develop an environment of leadership and innovation? Through a partnership with All Campus, companies and corporations are offering a seamless benefit of higher education to over 6 million employees and their family members across the globe. A partnership with All Campus provides your employees and their family members with a discount on 100% online degree programs from prestigious, accredited universities —at no cost to your organization. As the demand for technologically skilled employees widens, so will your need to bring education to your organization. Advanced learning is the right incentive to increase employees’ investment within your organization by moving up and further growing within their current roles.
PARTNERSHIP INCLUDES: 10% reduction in tuition pricing Waived application fees Waived transcript request fees Dedicated admissions advisor Employee welcome website
PROGRAMS OFFERED: Master of Architecture Master of Science in Industrial Engineering Master of Engineering Management Master of Science in Information Systems
FOR MORE INFORMATION: Phil’s Contact info Ellen’s Contact Info
All Campus LLC | 211 W. Wacker Drive, Suite 900, Chicago, IL 60606 | phone 312.525.3100 | www.allcampus.com
Competitive Research Throughout my time at All Campus, we brought on a number of new partners. In order to successfully market for each partner we need to have a through understanding of their competition. One of my major responsibilities was to research cost, course requirements, and program descriptions for each of competitors programs. Most of this information was then compiled and our head of research would determine which competitors we would focus on as our main competitors. These would then be further researched and compiled into marketing descriptions. Though this was not the most exciting task, it was a very important part to our success. An example of one of these research documents can be seen on the next page.
Master of Science in Aerospace Engineering University of Washington Program Name: Master of Aerospace Engineering Program Overview (from website): The Master of Aerospace Engineering (MAE), offered by the William E. Boeing Department of Aeronautics & Astronautics, provides a convenient way for working professionals to expand their knowledge in aerospace engineering and earn an advanced degree. You can complete a Master of Aerospace Engineering by attending classes in person or via distance learning ("online") options. Courses and degree requirements are offered on a part-time basis that fits your professional and personal schedule. Courses follow the standard academic calendar and graduate students are admitted autumn quarter. Whether you complete your degree entirely on campus, entirely online, or through a combination of both formats, the curriculum and instructors are identical for all students. All MAE students are held to the same standards, earn the same degree, and have access to the same UW resources (such a faculty, labs, and libraries). Distance learning options are made possible by UW's "Education at a Distance for Growth and Excellence" (EDGE) team, which provide live web streaming and archiving of lectures to provide access throughout the quarter. Required Courses:
Area of Interest: Controls
Fluids
Propulsion & Power
Structures
Core Courses
AA 516, 528, 547, 548, 597 AA 501, 503, 504, 506, 507, 508, 543, 544 AA 524, 525, 527, 529, 556, AA 530, 531, 532, 540
(choose 4)
AA 571 / ME 588
ME 524
Mathematics Courses (choose 2) AMATH 581, 582, 584, 585, or other graduate-level courses in numerical methods or statistics . Technical Electives (choose 3) Any graduate technical elective course in the College of Engineering. Business, Manufacturing or Systems Electives (choose 2) Any graduate course in business and management, manufacturing, systems analysis, or human centered design and engineering. Free Elective (choose 1) Any technical or non-technical graduate-level course. Project (8 credits) Your advisor must approve the report for the MAE independent or team project, and an electronic copy must be submitted to the department. MAE students must also present their project to their advisor in an oral presentation. Total Cost: $40,275 Cost Per Credit Hour: $895 Total Credit Hours: 45
Georgia Tech Program Name: Master of Aerospace Engineering Program Overview (from website): At the Masters level, our graduates will have reached a level of expertise in one or more of the specialties important to advanced aerospace system design, development, manufacture, maintenance, and/or operation that allows industry and/or government employers to assign them responsibilities in those specialties. Those who complete our doctoral programs will have achieved the abilities needed to perform the kind of original research that fundamentally advances the state of the art in some important aspect of aerospace engineering. Required Courses: Flexible (http://aehandbook.gatech.edu/?q=graduate/ms-requirements/academic-requirements ) Total Cost: $26,701
New Business Development This was by far the biggest project that I took part in during the internship. The manager of sales put me on the task of gathering contact information for a number of faculty members of potential new partners. I would collect basic contact information for every dean of every college in the top 250 Universities across the United States. For Public universities I was also responsible for gathering contact information for procurement departments as well as registering our sales force on procurement websites in order to receive RFP notifications. This list took around a month and a half to complete. The list of contacts came out to around 2,000 college deans, as well as an additional 250 contacts from procurement departments. Our sales force is now receiving weekly updates on potential new clients, and our sales manager has made claims that productivity in Sales Force (the sales tracking software used by our company) has nearly doubled since the list was completed. An example of this list can be seen below.
Another important business development that we need to make is through the growth of corporate partnerships. These would allow us to tap into pools of company employees and directly promote our programs. Through this I found contact information for.
Magnet Hospitals Engineering Firms Retirement Facilities Healthcare Provider Insurance Providers Legal Service Providers Financial Advisors