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eMarketing Institute

In just a few years, website and email marketing have become essential to your marketing mix and central to your promotional success. eMarketing will become even more important to your registration success than ever before.

LERN now recommends that 15% of your marketing budget and staff time be devoted to eMarketing, second only to your brochure and print promotion. With this new eMarketing Institute, you will get the latest success techniques, the best long-term eMarketing strategies to employ, and practical, how-to information on what, when, where and how to conduct your eMarketing activities.

Who should attend
Anyone involved in promoting and marketing classes, events, seminars, conferences, certificate programs and other education programs should attend. The advanced level of the information will make it particularly valuable for decision makers and others with overall responsibility for running lifelong learning programs.

Why you should attend
This is the most comprehensive and intensive professional development available on the subject of eMarketing specific to lifelong learning and continuing education programs. You will be able to compare your eMarketing against the most successful benchmarks, discover gaps in your eMarketing, and take home improvements to boost your eMarketing success.

Outcomes
After attending LERN's eMarketing Institute, you will be current with the most successful techniques in eMarketing. You will get the best One-Year eMarketing Plan available for your industry. And you will understand the keys to the long term successful eMarketing strategies that will ensure future success for your organization.

Curriculum
This is a specialized advanced Institute. The Advanced Programming Institute and the Marketing Institute are recommended, but not mandatory, first courses.

eMarketing Institute Agenda

Eight eMarketing strategies that work
• The eight big strategies to employ, and be persistent with, year-in-year-out
• The most common mistakes programs make in eMarketing

The print-eMarketing mix
• How eMarketing complements your brochure and direct marketing
• Why your print brochure is still essential
• What to do, and not do, in print and with eMarketing

Upgrading your program's main (home) page
• The new format and main page layout for success
• Moving visitors from your main page to courses/events
• What kinds of visuals to use

Creating web descriptions that sell
• Designing your website to boost registrations
• How to organize your courses/events to maximize registrations
• Writing online copy for course/event descriptions

Online registrations
• Encouraging people to register online
• What to capture in your online registration
• The next level for online registration

Online surveys as a marketing tool
• Generating valuable data from your participants
• How to write an online survey that gets response
• When and how often to send out online surveys

Online programming and the impact on marketing
• How online courses/events are impacting your eMarketing
• New advances in online programming
• Drag-and-drop, simulations, animations

Audio and video emails
• How audio and video emails work
• Writing the audio email
• What to consider in developing a video email

Do's and don'ts of email promotions
• How often to send out email promotions
• Five secrets to email success

Writing email copy
• How long your copy should be
• Incorporating good visuals in your email
• The 5 top words to use in your email copy

Blogs, podcasts, wiki pages, RSS feeds
• The latest technology in eMarketing
• What's working, what’s not
• Top expert analysis of the future of each new technique for eMarketing

eMarketing to your seven primary market segments
• How your website design is changing to match new audience needs
• Why you will be sending out separate emails to your 7 major market segments
• Generational marketing and the role of eMarketing

Tracking email promotions
• How to track email promotion success
• What statistics to track, what each means
• Software tools for tracking your success

Creating your one-year email marketing plan
• Your email promotion timetable
• Timelines and deadlines
• Developing a comprehensive plan

Search optimization techniques
• Getting your website better search visibility
• Techniques to boost your visits
• Deciding on using outside firms

Analyzing your website traffic
• What statistics to track
• What software to use
• Why and how your exit pages are critical

The future of eMarketing
• The next big thing in eMarketing
• Level 2 and Level 3 in eMarketing
• 3 practices the most advanced programs use that your program does not

Optional: CeP Exam
You can take the exam on Friday morning following the Institute or you can take the exam at a later date at your office with a local proctor.