Education Marketing Trends
July 17, 2018

The Anatomy of an Effective Education Marketing Email

There are several essential pieces for successful education marketing emails. Photo courtesy of Pixabay. For many education marketing companies, email is still one of the best and most cost-efficient ways to get a message to specific audience. However, it’s safe to say that creating an attention-grabbing email is still both art and science. To get you started, we’ve compiled the seven key parts of an effective education marketing email, from the pre-work of audience segmentation to the actions you should take after your email has been sent: Think about audience segmentation and the desired response Like many tactics in marketing, an effective education marketing email begins with the end in mind. Before you begin composing content or pulling together imagery, ask yourself two questions: who is the intended audience, and what action do you want them to take? The design and content of an education email is just half the equation – it must be paired with a list of carefully selected recipients. If your database isn’t up to the job, work with a reputable list provider to define key attributes of the audience you’re looking for. Nail the subject line According to this blog from HubSpot, 33 percent of email recipients will open an email based on the subject line alone. With those kinds of numbers, it’s important that a subject line be: 1) attention grabbing, 2) descriptive, and 3) short. Be crisp, direct and descriptive in the subject line – ditch the flowery language in favor of words that “pop”. And, as the majority of emails are opened on mobile devices, 4-7 words (or 40-50 characters) seem to be the sweet spot for a subject line – the maximum most mobile displays will show without truncation. Engage with branding and imagery Photos, illustrations, fonts and colors – these components tell your brand story and differentiate you from the competition, so it’s no secret they should also be a part of your education marketing email strategy. If you use bright colors and emotional imagery on your website or in your social media posts, make sure that look and feel informs…
Education Marketing Trends
April 18, 2018

How to Increase Education Marketing Conversions with A/B Testing

One thing we know about successful education marketing is that our audience keeps us guessing. There are often differences between how we expect people will behave and how they actually behave. And that fact creates complications when optimizing for conversions. What you need is real, tested data on which headlines, images and copy resonate best. With digital communication being what it is, testing is much easier now than it was even a few years ago. First, let’s start with what testing is, and how it helps your education marketing plan. Testing is a way to see which of two or even three small modifications to a control best perform with your audience. Smashing Magazine describes it as similar to your Science 101 class back in high school. “…At different intervals, you measured the growth of plants as they were subjected to different conditions, and in the end, you tallied the increase in height of the different plants.” In a similar way, you start with an article, email or web page as your control and modify one small aspect of it to see how people respond. Maybe you change the feature photo at the top, or maybe you try a different headline. When you go back and look at analytics, like your Google UTM Codes, you’ll start to see which option resonates best with your audience. Now that we know how testing works, let’s talk about the best way for you to implement it into your education marketing plan. The first thing to do is set a goal. For example, if you want to increase email open rates, you might set an open rate goal of 7.5 percent. Second, take a look at your audience and create a hypothesis. For example, you might want to look at what time of day emails are most often opened and read by your core audience.  Perhaps your hypothesis would be that teachers open their email more after school hours than before or during prep periods. At that point, create an email and run your test. Using the same email, with the same subject line, send…
The impact of Facebook's algorithms change on education marketing.
February 13, 2018

Facebook Zero: What Marketers Need to Know

As an education marketing professional, you may have been warned “don’t build a house on rented land.” In other words, content housed on social media channels is subject to constantly changing algorithms. But as a capable and nimble marketer, you can redefine your content strategy to evolve with the shifting social media landscape. A key component in any social media marketer’s toolkit is Facebook. And the social network is tweaking its algorithm yet again. The updated news feed, popularly known as Facebook Zero, aims to encourage personal interaction, meaning content from family and friends will be prioritized above branded content. What Facebook Zero means for you Once the new algorithm is fully implemented, education marketers should expect to see an impact on organic reach which, along with video watch time and referral traffic from pages, will likely decrease. Content will be ranked differently, giving priority to “posts that spark conversations and meaningful interactions between people,” according to Facebook. To get a comprehensive understanding of what Facebook Zero means for your specific education business goals, focus on measurement. Review your Facebook benchmarks, and keep a watchful eye on organic impressions. Making note of new patterns will guide your evolving social media strategy for the education market. Work with the algorithm In addition to monitoring the impact of Facebook Zero on your analytics, your team will need to rethink its approach to engaging with customers and leads on the platform. These strategies will help reach your target audience within the new algorithm. Give followers the heads up Although the new algorithm will highlight posts from personal connections, your followers can select pages to “prioritize” in their feed. Schedule a post (or two) reminding followers of your content’s value, and then describe how to update news feed preferences to prioritize your page.  Build Facebook groups To offset the limited visibility of page posts, Facebook groups provide a new route to reach current and potential customers. In a Facebook group, your page can promote ongoing activities and updates, while group members have the ability to post and engage on the group’s wall. Activities within…
Adoption Curve for your Education Marketing Strategy
Education Marketing Trends
November 17, 2017

How the Adoption Curve Impacts Your Education Marketing Strategy

There are many factors that impact how a new product sells within a market. When marketing a new product, it’s important to understand the education industry buying cycle, and also your customer’s willingness to try something new. The Adoption Curve is a visual representation of a buying continuum based on the idea that certain individuals are more open to product innovations than others. Nearly every product in the education market follows a similar Adoption Curve. While factors such as age, education level, income, risk-taking tendencies and social influence also delineate your audience, it’s important to pinpoint where your customers are on their adoption journey so you can precisely match your marketing communication strategies to their information needs. Video created with the Plotagon platform.  Enthusiasts Enthusiasts are your earliest adopters. When a new product hits the market, Enthusiasts want to be the first to try it out and discover how it will improve their workflow. They often feel duty-bound to find product downfalls and draw attention to them. When marketing to education Enthusiasts, understand they are often the most technically astute buyers. Focus on product details and highlight how your product differs from others in the market. Invite honest feedback and endeavor to head off potentially negative press before it reaches the public. Visionaries Visionaries are also early adopters and they pride themselves on becoming the leaders of your customer network. Visionaries are your true product evangelists. They want to be a part of the early stages of an education product, though they expect all of the bugs to be worked out. Visionaries enjoy teaching others and often purchase early in the life of a product so they can do that later. When marketing to Visionaries, spend time highlighting product features and key details that will help them promote and, in turn, sell your product. Pragmatists Pragmatists are a curious group of buyers. They’ve most likely been aware of your product since its inception, waiting quietly to see how the market and their friends will react. Pragmatists are more cautious with their time and money, and they need honest facts on…
Education Marketing Trends
November 8, 2017

SEO: Dead or Alive?

Search Engine Optimization, or SEO, is the process of attempting to improve your website rankings with popular search engines such as Google, Yahoo and Bing. It’s no secret that these companies regularly update the algorithms that determine who best fits their search engine criteria. It’s also no secret that they generally don’t broadcast the guidelines they use to rank one site over another. Does that mean it’s impossible to keep up? How will your target markets know you exist? How does it impact your education marketing strategy? Before you drive yourself mad trying to play a game without rules, let’s take a look at what we do know. Many factors contribute to your website’s ranking. Primary among these is traffic. As more people visit your site, search engines will note your popularity and reward you with higher placement in search results. Other common factors include consistent posting of new content, frequent web page updates, the length of time a visitor stays on your website, and quality of images and copy. What does SEO do for you? If you are spending hours driving traffic to your website as part of your education marketing strategy, does SEO ranking really make a difference? In a word – yes! The web is a powerful sales tool, but to sell, you must be found. While search engines are smart, they still need some help to draw the attention of your potential customers. The search engine experts at MOZ say: “The major engines are always working to improve their technology to crawl the web more deeply and return better results to users. However, there is a limit to how search engines can operate. Whereas the right SEO can net you thousands of visitors and increased attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal.” How can I boost my search engine rankings? Every effective education marketing strategy is centered around the anticipated needs and wants of your target audience. The same approach should underscore your SEO strategies. For example, a major strategic asset is keyword targeting. Determine…
August 30, 2017

Fantasy Football and Social Media: The Winning “Players”

What if you viewed social media strategy like fantasy football? Like the thousands of people who play, you probably spent time researching players, adjusting your draft strategy and choosing players who would make you league champion with a year’s worth of bragging rights. We have a lineup of 5 free social media tools that could help you win every marketing campaign you kick off! Canva Every social media strategy needs a visual component. If you’re running a social media campaign to score sales, Canva is your offensive star. You don’t need a graphic design background to use Canva. A drag-and-drop editor enables you to create a wide array of graphic elements; including the very popular infographics that make complex information easily digestible. Choose from a million stock photos and professionally created templates. Or, start from scratch and upload your own photos and graphics. The free version provides 1GB storage and two folders for up to 10 team members to organize your designs. The paid version has even more features. Google Trends Looking for a way to expand your “social media offense” and get more people to click on your content? Google Trends helps you see what your audience is reading and create content just for them. This free tool shows you what topics are trending and how they rank. Search by topic or keyword for insight into how many people are searching for a topic over time or by region. You also can find related search terms to build the content, and compare different search terms to find the ones that work best for your SEO efforts. Campaign URL Builder The biggest mistake marketers make is not using the data available to track and analyze their social media campaigns – heck, or any marketing campaign! Imagine not looking back at the football game you just lost (or won) to see what went wrong (or right) with certain players and plays? Campaign URL Builder from Google Analytics helps you see exactly where traffic is coming from for your paid advertising campaigns on third-party social media platforms such as Facebook, Twitter and…
CB&A NewsEducation PR - Public Relations for Edtech
May 23, 2017

The 1-2-3 on CB&A’s ISTE Events

We’re counting down the days until ISTE! Every year, CB&A coordinates a beehive of education pr activities at the conference, producing custom events where select clients share their products, news and stories with top-tier media, bloggers and industry VIPs. We call it – BuzzHub! And if you think we’re “pollen” your leg, well, here are the sweet details. SETDA Emerging Technologies Forum Saturday, June 24, 9 a.m. – 3 p.m. CB&A, along with Academic Business Advisors and Arc Capital Development, will lead a full-day workshop for emerging technology providers to uncover marketing and business development tactics to help grow their companies. In addition, attendees will discuss the state of digital learning across the nation and its importance. For more information, click here. Policy and a Chaser Sunday, June 25, 1-2:30 p.m. The Sunday before ISTE, CB&A is partnering with the Winter Group to host Policy and a Chaser, a 90-minute briefing on political issues in education. Brendan Desetti, Director of Education Policy at SIIA, will discuss national legislative updates and highlight five key state initiatives to set the stage for the 2017-18 school year. Be sure to bring your education pr and marketing materials for feedback on best practices and have your questions answered. Register for our event here. Speed Meeting Monday, June 26, 8:00 a.m. – 10:00 a.m. These fast-paced conversations help you share news and grow your business. You’ll connect with editorial representatives to spotlight your ISTE news with multiple outlets, and meet with publishers and association executives focused on targeting specific audiences and gathering new leads. Interact Now Monday, June 26 – Wednesday, June 28 There’s something to be said for a face-to-face encounter. During Interact Now’s 1:1 meetings, you’ll build and maintain relationships by sharing your stories with key industry stakeholders. You’ll not only engage in meaningful conversations, but have the chance to inform future editorial projects as well. Focus Now Monday, June 26 – Tuesday, June 27 In what’s become an ISTE tradition, CB&A is cohosting focus group sessions with the Winter Group. Focus groups illuminate the concerns and ideas of your target market, and…
Education Marketing Trends
February 3, 2017

FETC Recap: What’s Hot in Ed Tech

Sunshine and palm trees welcomed teachers, technology directors, education marketing experts, thought leaders and vendors alike for the 37th annual FETC during the last week of January in Orlando, Florida. Technology is woven into almost every aspect of K-12 education. Tools and products help schools manage instruction, assessments, logistics, student information and everything in between. Key trends at the aptly named Future Education Technology Conference were using technology to save time, benefit the most students and glean the keenest insights for improvement. The CB&A's education marketing team joined more than 11,000 people to learn the latest trends and insights for the K-12 education market. Read on for what they found most notable: STEM, robots and makerspaces in the spotlight These topics dominated the programming. One of our media friends noted that nearly half of the sessions focused on how these technologies are becoming more popular and more crucial in K-12 classrooms. Attendees packed sessions to learn about building a makerspace, using a makerspace for impactful learning, and identifying a makerspace’s key benefits to a student’s learning experience. The education market is shifting towards hands-on learning, which is facilitated by technology that didn’t exist a few years ago. We are approaching an era where every classroom will be equipped with a 3D printer, myriad robots and products that teach coding to very young students. But device management and virtual reality were a close second As devices arrive in the classroom, products from companies like LocknCharge piqued the interest of attendees by offering an easy way to deploy and manage devices securely. Virtual headsets were a popular gift this holiday season and they’re taking education by storm as well. Attendees lined up all day at the Nearpod booth for the chance to win a VR headset. With talk of virtual field trips and lesson plans to supplement them, VR is literally one of the most notable trends in K-12 education.  Regardless of politics, educators are steadfast in doing what’s best for their students Despite the volatile political climate, conversations amongst educators echoed their commitment to student learning. Their allegiance to each other…
Education PR - Public Relations for Edtech
July 15, 2016

National Entrepreneurship Workshop, Startup Weekend EDU, Comes to Madison

At CB&A, we love fresh ideas. Its inspiring to see passionate people turn concepts into reality, and we jump on every opportunity to foster entrepreneurship in our community. That’s why we couldn’t be more excited to see Startup Weekend for Education (SWEDU) come to Wisconsin for the first time. Hosted by WeThinkBig, Inc., SWEDU is a workshop that fosters entrepreneurship in the education industry, and it will kick off in Madison at the Wisconsin Institute for Discovery Friday, July 22nd through Sunday, July 24. SWEDU is a weekend-long conference that has travelled across the country, turning ideas into startups in just 54 hours. Attendees come together to learn new things, bounce ideas off one another and bring some pretty cool concepts to the education industry. Friday will start with initial idea pitching and group formation. Teams will then refine their ideas and start to develop prototypes. Saturday will feature meetings, group work, and mentoring by expert coaches. The final project presentations will be unveiled Sunday. If you’re interested in participating in Startup Weekend EDU Madison, sign up via the online registration site. Registration is open until the day before the conference, and anyone with bright ideas about education is welcome–from educator to techie, all are encouraged to attend.
Education PR - Public Relations for Edtech
July 8, 2016

Celebrating 2016 ISTE Best of Show Award Winners

Thousands of spectators flocked to Denver for ISTE 2016 seeking the hottest products for the future of ed tech. Tech & Learning’s prestigious ISTE Best of Show winners have been selected by a panel of educator judges based on largest potential impact in the classroom, ease of use, and creative use of technology. Check out these winners from our exceptional client family. They are all incredibly dedicated to advancing technology in education to benefit teachers and students, and we couldn’t be more excited for their accomplishments. Tech & Learning’s 2016 ISTE Best of Show Winners: Dremel – The Dremel Idea Builder 3D40 Lexia Learning – Lexia RAPID Assessment Renaissance Learning – Accelerated Reader 360 Wonder Workshop – Dash & Dot To view the full list of winners visit, Tech & Learning.