Bob Johnson's Blog on Higher Education Marketing

June 2007 Archives

If you haven't yet discovered a new feature from Wordtracker, visit the "Free Keyword Suggestion Tool" at

Enter single keywords and you'll get back a plethora of results for your entry and a long list of similar combinations. When you can't quite decide how to label something at your website, go here and use the tool for an estimate of how many people are searching for your possibilities each day.

Yesterday, after lunch at the CCU Communication Officers Conference, three of us were discussing the relative popularity of "elementary education" and "teacher education" as possible labels for a website path at a particular college. None of us really had an especially educated guess about which one to use.

Wordtracker made it pretty clear which of those terms is in more common use:

  • Elementary education... estimate of 800 searches per day
  • Teacher education... estimate of 81 searches per day

That's obviously quite a difference and strongly suggests which term is best used in the title tag for a page and for the primary heading on the page.

We also learned that "Special education teacher" was a relatively popular term, with an estimate of 222 searches a day.

Your results might not always be quite so definitive, but this is a quick and easy way to do an initial test.

Reading through my email newsletters this morning and found a valuable entry from DM News reporting the successful use of email as part of an overall marketing campaign. The goal was increasing participation in fund raising events for breast cancer research sponsored by the Susan G. Komen Breast Cancer Foundation and the National Philanthropic Trust Breast Cancer Fund.

The complete article is at

Note these highlights:

  • Email was part of an integrated "multichannel" campaign that included direct response TV, radio, billboards, newspaper, direct mail, lead generation, and search.
  • Email recipients were selected according to demographic and geographic criteria to build as accurate a target audience as possible of people who were likely to take part in fund-raising walks.
  • A preliminary email was sent (that included an opt-out choice) announcing people would receive "a few marketing messages over the next few weeks."
  • Emails were then sent every second week over an 8 week span.
  • Results of the email component were tracked every two weeks by matching email registrations and requests for information against the master file of people receiving the email messages.

All of these steps can of course be used for email campaigns by colleges and universities, particularly that first step announcing the campaign and giving people a chance to opt-out right from the start.

Bob Johnson
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