MCP MARKETING CAMPAIGN SERVICE
It's very difficult as a practicing dentist and school owner to wear all the hats typically worn by owners of other businesses - marketer, administrator, business analyst, manager, director, salesperson, negotiator, and much more. It's even harder to hand over one of the most important functions of growing and profiting from a dental assisting program - educational marketing - to another employee.
Running a successful dental assisting program is so much more than a top-notch curriculum, great instructors, and student services. You need VERY GREAT-rather than very good student-centered marketing campaign.
Marketing is an invaluable tool. One that, when used correctly, has the power to turn your practice-based school into a 100-year brand. That being said, you cannot market the program once and call yourself a pro.
The key to student marketing is consistency and goal setting. As any personal trainer will tell you, the most effective way to reach your goals is by establishing a well-thought out plan that helps you achieve success incrementally. This is the cornerstone of what MCP student marketing is all about.
HOW DO WE ACCOMPLISH STUDENT LEADS IN TODAY’S EDUCATIONAL MARKETPLACE?
Student recruitment and enrollment management for post-secondary, vocational, technical, and career training schools require different strategies than broad-sword marketing for patients—and different solutions. Vocational, technical, and career training curriculums, with typically shorter program durations than those of traditional four-year institutions, often require greater campaign frequency and highly targeted recruitment strategies. A diverse student prospect base—from recent high school graduates to out-placed workers and career changing adults—demand highly relevant, personalized content to appeal to each of the very diverse vocational interests, needs, and goals. Our marketing automation solutions create highly relevant content using each prospects’ personal information stored in our database.
Our experience and custom higher education marketing automation technologies help us plan and execute strategies to recruit more qualified vocational, technical, and career training center students. We can integrate all the relevant tools, including traditional direct mail, variable print, web, e-mail, mobile, digital, and social networking applications to more effectively reach and engage prospective students. With proven print and digital campaign management solutions that integrate database management, prospect intelligence, design, content, and analytics programs to ensure more effective, efficient communications, higher response rates, and increased student enrollment.
Our student recruitment and enrollment management solutions integrate:
DIGITAL LEAD GENERATION
ADVERTISING AND MARKETING
HIGH CONVERSION WEB SERVICES
We focus on three core goals:
DRIVE MORE TRAFFIC TO YOUR LANDING PAGES AND WEBSITE FROM THE RIGHT TARGET MARKET.
CONVERT THESE LANDING PAGE AND WEBSITES VISITORS INTO QUALITY LEADS.
NURTURE THESE QUALITY LEADS INTO ENROLLED STUDENTS.
IT ALL STARTS WITH THOROUGHLY UNDERSTANDING WHO OUR IDEAL CUSTOMERS ARE.
Anyone can buy all the traffic in the world. Getting in front of prospective dental assisting students that fit the specific personas is key. MCP has its thumbs on the pulse of the exact personas and demographic segments required to generate a high volume of leads and drive enrollments through the various marketing channels these groups utilize highly. But more than that, we also hit them with the right marketing messages that resonates with them. We begin attracting them by providing the right content in the right place at the right time. This is accomplished through the following:
CREATE HIGH-QUALITY CONTENT LANDING PAGES WITH ACTIONABLE OFFERS
PUBLISHING OPTIMIZED BLOG POSTS ON THE SCHOOL WEBSITE THAT PROVIDE EDUCATION AND INSIGHT STUDENTS FIND VALUABLE AND BY BEING VISIBLE ON THE SEARCH ENGINES FOR KEYWORDS THEY USE
LEVERAGING EXPOSURE BY GROWING AND COMMUNICATING THROUGH VARIOUS SOCIAL MEDIA PLATFORMS
NOW THAT WE HAVE EYEBALLS ON YOUR SCHOOL, ITS TIME TO HELP THEM.
The days of simply shouting features and benefits have passed. Today’s consumer is driven by information and wants you to understand their problems before they ever formally contact your school. MCP’S marketing helps educate them about their pains, options that are available to solve these pains, and what they should consider when making their decision to enroll in a dental assisting school.
Now that we have their attention, it is time to help the consumer. We need to tell them exactly what next steps they should take to help solve the problem that brought them to us in the first place. We do this through the following:
EDUCATE THROUGH CONTENT OFFERS
PROVIDE SPECIFIC DIRECTIONS THROUGH CALLS-TO-ACTION
UTILIZING TOOLS FOR CAPTURING PROSPECTIVE STUDENT INFORMATION
ONE CHALLENGE IN MARKETING IS KNOWING HOW CLOSE THE CONSUMER IS TO MAKING A PURCHASE. ARE THEY JUST BEGINNING THEIR RESEARCH OR ARE THEY READY TO BUY TODAY?
Our proprietary Enrollment Sales System provides total control and personalization of the enrollment close processes throughout three distinct phases. Our enrollment sales process is closely integrated with our marketing systems and allows for leads conversions and insights like you’ve never get from anywhere else. This system allows your admissions team to know who is ready to register and pay tuition and who requires a little further nurturing to get them to enroll and not go to the competition. Here are some ways we accomplish this: Training your staff on
NURTURING THE LEAD THROUGHOUT THE BUYING JOURNEY - FROM DISCOVERY TO SCHOOL AND PROGRAM VALUE SELLING, AND FINALLY, TO THE ENROLLMENT
ESTABLISHING TRUE VALUE AFTER DISCOVERING WHICH OF THREE VALUE METRICS THAT MCP HAS BEEN UTILIZING FOR YEARS AND THAT THE PROSPECTIVE STUDENT CARES ABOUT THE MOST
CONTROLLING THE ENROLLMENT SALES PROCESS AND CAPITALIZING ON URGENCY CREATION
THE ENTIRE PROCESS JUST DESCRIBED HERE IS WHAT IS CALLED INBOUND MARKETING.
Rather than gaining consumer attention through traditional means for shouting the loudest, we attract them to your school through creation and distribution of artfully captivating digital content created specifically for your student personas. We then leverage their interaction with your school by implementing a system that will allow prospective students to be educated and engage with you, leading to enrollment and payment of tuition.