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Online Marketing for Educational Institutions: Boston 

Northeastern University Batterymarch Conference Center 
89 Broad St., 2nd Floor, Boston , MA  02110 
4/12/2012 8:00 AM  - 4/13/2012 5:00 PM 

Details Schedule Registration Travel Exhibitors

       Listen to a sneak peek podcast by Instructor Eric Enge,
                  President of Stone Temple Consulting (STC)

      Online Marketing for Educational Institutions Brochure

Do you find yourself struggling to obtain new students for your school via your web site? Are you looking to leverage social media to drive down the costs per start for your school? This 2 day seminar will provide you with a clear view of what your options are for attracting new students online, including discussions of:

  • SEO for your web site
  • Paid Search Marketing
  • Website Conversion Optimization
  • Social Media

In addition, a full half day will be spent reviewing your sites and talking about the real challenges in EDU organizations, such as getting internal organizational consensus and approval to implement the ideas discussed in this seminar.

Learning Objectives

· Develop a clear picture of the online promotional options and
which one is likely to provide the best return for your
institution.

· Understand the relative costs and potential return for each
approach.

· Learn how to qualify the ability of internal resources or
consulting resources to work with and successfully execute
your target strategy.

· Brainstorm strategies for selling the best strategies in your
particular organization.

· How to pick an online promotional plan for your institution.

Who Should Attend?
Anyone involved in the marketing or development groups for an educational institution that can benefit from knowledge of web site or online promotional strategies for educational institution.

Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

About the Instructor
Eric Enge

Day 1

8:00 – 8:30 a.m. Continental Breakfast

8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

Introductions, Goals & Overview

Outline of the Major Online Marketing Options

  • SEO
  • Paid Search
  • Social Media

SEO Defined

  • How it works
    • On page SEO considerations
    • Why link building drives rankings and traffic
      • How to leverage your existing marketing efforts
    • The growing role of user engagement
  • What is involved in implementing it
    • Departments impacted
    • Typical costs
    • Calculating ROI
  • How to make it work in an EDU environment
    • Strategies for dealing with internal resistance

Paid Search Defined

  • How it works
    • How bidding and placement work
    • The critical role of quality score
    • Why negative keywords are critical to success
    • Dial up your ROI with ad testing
    • The key elements of successful Paid Search campaigns
    • Making your budget provide a good ROI
    • Tuning for success
  • What is involved in implementing it

Day 2

8:00 – 8:30 a.m. Continental Breakfast

8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

Social Media Defined

  • Potential roles for social media for your institution
  • Which environments work for you?
  • Facebook
    • Strategies for success
    • Level of investment required
  • Twitter
    • Strategies for success
    • Level of investment required

The role of conversion optimization

  • Why it is essential to Paid Search success
  • Tradeoffs between conversion optimization, branding, and SEO

Site Reviews - Four hours of detailed analysis and discussion

  • Deep Dive on four sites
    • Picking the focus for best ROI
    • Laying out a strategy
    • How to sell it to the rest of the organization
Hotel Air Travel Rental Car Ground Transportation

Training Series Conference Center Location
Northeastern University Batterymarch Conference Center
89 Broad St., 2nd Floor
Boston, MA 02110
Phone: 1 617.556.8000
Fax: 1 617.556.9901
Website: http://batterymarchboston.com

The Batterymarch Conference Center is located in the heart of Boston's financial district.  Batterymarch is a block away from the Boston Harbor, Quincy Market, Faneuil Hall, Downtown Crossing & many historic sites. 

Recommended Hotel
Hilton Boston Financial District
89 Broad Street
Boston, Massachusetts 02110
Phone: 1 617.556.0006
Hotel Fax: 1 617.556.0053
Reservations: 1 800.HILTONS
www.hilton.com

Please mention you will be attending a meeting at the Batterymarch Conference Center and ask for the Batterymarch Corporate rate.  Special Rates are based on availability.

Visit http://www.batterymarchboston.com/accommodations.html for additional hotel recommendations.

Area Attractions, Events and Tourism
Please visit http://www.bostonusa.com/ for additional city information.

Conference Attire 
Conference attire is business casual.  Meeting rooms may be cool so you may wish to bring a sweater/jacket.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. – 6 p.m. CST or, you may contact them via email at association@towertravel.com

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. To make a reservation click here: https://www.alamo.com/index.do?action=/hotDealsTemplate&msg=alamo-ama
or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve and Save:
http://www.enterprise.com/car_rental/deeplinkmap.do?bid=002&cust=AMA7745&cm_mmc=AMA-_-Discount-_-AMA7745-_-null
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. To enroll now, click here: www.emeraldclub.com.  
To make a reservation online click here:
https://www.nationalcar.com/index.do?action=/hotDealsTemplate&msg=national-ama
or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.

Directions
From Logan International Airport (BOS):
Distance: 3 miles
Drive time: Approx. 20 minutes
Follow the signs to Boston via Ted Williams Tunnel (pay toll). Take Exit 25-South Boston. Stay left off exit; turn left at 2nd light-Seaport Blvd. Cross Bridge, turn right onto Atlantic Ave. Turn left onto State St. in front of Aquarium. Go two blocks and turn left onto Broad St. Batterymarch Conference Center is three blocks on right.

From Points North Via I-93 South:
Follow I-93 South into Boston. Take Exit 24A-Government Center. Left at the first traffic light onto Surface Rd. Follow Surface Rd. to the third set of lights and turn right onto State St. Follow State St. two short blocks and turn left onto Broad St.

From Points South Via I-93 North:
Follow I-93 North and take Exit 23-Government Center. Stay left off the exit following signs for Faneuil Hall. At the traffic light at the end of the off ramp, turn left onto Surface Rd. Follow Surface Rd. to the fourth set of lights and turn right onto State St. Follow State St. two blocks and turn left onto Broad St.

From Points West Via I-90 East (Massachusetts Turnpike):
Follow I-90 (Mass Pike) East to Exit 24B and merge onto I-93 North. Follow I-93 North and take Exit 23-Government Center. Stay left of the exit following signs for Faneuil Hall. At the traffic light at the end of the off ramp, turn left onto Surface Rd. Follow Surface Rd. to the fourth set of traffic lights and turn right onto State St. Follow State St. two blocks and turn left onto Broad St.

Train/Walking Directions:
Take MBTA (The T- Orange Line or Blue Line) to State Street. Exit at Old State House. Walk down State St., cross Congress St. to Broad St. Take right on Broad St. to 89 Broad St.

Taxicabs
A taxicab will cost approximately $35.00 one-way from Boston Logan International Airport (depending on time of day & traffic).

Parking
Valet parking is available at the Hilton for $40.00 overnight with in & out privileges.  Self-parking is not available.  Rates are subject to change without notice.  Several independent parking garages are within the area of the conference center.

There are no exhibit opportunities with this event.