b'track, such as tour bookings and Open Event registrations.Conversion/goal tracking on Facebook, Google Analytics and Google Ads.A strategy to build your email list early in the engagement. Email is still the most reliable individual identifier of your audience. Its important that you build your email list as early in the engagement as possible so that parents can be nurtured through your enrolment process. Put it this way, the first time you gather someones email address should be long before they register for an Open Event. A focus on quality audiences rather than a lot of irrelevant trafficmake sure your website visitors, Facebook page fans and email database are targeting the audience that is/or will be in the market for a school like yours. Bad targeting in SEO and the like, might increase traffic but will dilute your results.A strategy to make the most of every single touch point that parents have with you, including website visits, emails, post and page engagements, and video views.Can you see how valuable data is in the marketing process?email list you built, website visitors, video viewers and post It moves strategy from general to individual in a scalable way,engagers that are all starting the discussion with you. So what and allows us to nurture people through marketing messagingdo we do with these data points? Its important that we dont rather than relying on single chance touch-points.drop the ball by stopping the conversation there. Knowing the value of data has caused me to help my school clientsinvestmoreintheirownmarketingplatformsratherParent data is like a hot potatothan creating a dependence on advertising suppliers. Instead of investing in directory listings (there seems more and moreCustomerdataislikeahotpotatoitneedstobeused must-have options each day), I invest in SEO that gets themimmediately and effectively if were going to move them to the above the competition and gives them website visitor data.next level of engagement.Plan out a nurture sequence that is Knowingthevalueofdataalsohelpsmeinmymarketingdrip-fed to this audience. Dont think that you can build a list reporting. As school marketers, we often shoot ourselves innow and then email them in three months time to invite them to the foot by reporting only the immediate results. Marketingan Open Event. Map out their engagement journey and plan the of schools is about nurturing as it takes anywhere from twowhole nurturing cycle before launching your campaign.months to two years to decide on a school. If we put a 30-day Try new thingsIn closing, I would like to encourage us to try new things. With the increase in data comes the increased expectation that we will engage our audiences in ways that are meaningful and personal to them. To do this, we need to increase our arsenal of tools available to us. Invalid assumptions often lead to not trying new tactics, for example, some schools dont invest fully into Facebook advertising because they feel its a dying medium. That assumes that Facebook isnt adapting to the market and cutsofftheopportunityfromeverexpandingaudienceson Facebook, Messenger, Instagram, WhatsApp and the Audience Network to name a few. We also need to ask ourselves the question,Whereismymarketat?,ratherthanchoosing mediums that are convenient. Messenger marketing may be labour intensive to use well, but its certainly where the market is at and will continue to adapt for advertisers.Let me assure you, Facebook and Messenger advertising is only growing, and so should we all.campaign out and measure the results of how many people attended the Open Event, were missing the big picture. Instead of looking at just the immediate results of a campaign, look atMARA ROBERTS the whole picture of the data youve obtained and steward whatSCHOOLS MARKETING SPECIALISTyou have wisely. MARA ROBERTS MARKETINGSo lets look at the data value for an Open Event campaign. You may have gotten 50 families to an Open Event and maybe five applications on a good day. However, the value also lies in the thousands of first-time touchpoints with new audiences, the DECEMBER 2019 19'