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e-Books, Guides, White Papers
The section includes guides and white papers on a wide variety of marketing topics.
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White Paper eBook List of Topics
To download a white paper, click the title of the white paper or click the button at the Top or Bottom of this page to go to the white paper library download page.
How Some Colleges Are Chasing Away Adult Students & How to Avoid It - This white paper focuses on how some colleges are chasing away prospective adult student and how others are making a winning first impression that helps achieve adult enrollment goals. Includes recommendations and a simple technique that will help you determine if those recommendations will for themselves in an acceptable time frame.
Adult Student Recruitment: Tips and Best Practices for Increasing Enrollments - This white paper focuses on proven techniques for increasing adult student enrollments. You will also learn how segmentation will increase quality student enrollments, retention rates, and graduation rates.
Adult Student Retention: Best Practices and Practical Tips for Greater Success - This white paper addresses proven strategies and tactics for increasing retention rates. You will learn how improving retention starts with recruitment and how to develop and operate an effective retention effort with your existing resources.
10+ Reasons Why Most College Marketing/Enrollment Plans Fail & How to Avoid Them - This white paper addresses some of the most common mistakes made in developing a marketing/enrollment plan and shares proven ways to avoid them.
Developing Messages and Offers That Increase Adult Enrollments - This manual has been created to ensure that a consistent process is in place for the development of message, offer, media and contact strategies associated with college and university efforts focused on recruiting adult students.
5 Principles Recruitment and Retention Across Campus - This white paper on Recruitment and Retention in Higher Education offers practical recommendations for successfully implementing five principles that will drive recruitment and retention success across your campus.
6 Irrefutable Truths of Successful Marketing - Truth #1: You Must Attract Your "Ideal Client." There is a significant difference between your target audience and your ideal client--and truly successful businesses focus on attracting and retaining ideal clients....
7 Strategies that Drive Enrollments Near and Long Term - 7 Strategies that Drive Enrollments Near and Long Term provides you with proven strategies for improving your recruitment and retention efforts that leverage data and use date to work smarter.
7 Strategies to Drive B2B and B2C New Customer Acquisition - Learn how to increase customer acquisitions leveraging your unique strengths and available resources in this insightful white paper that's dives into 7 proven techniques
B2B Lead/Demand Generation Best Practices - One of the key secrets to success is the ability to improve demand generation and when 98% of Best-in-Class marketing and sales organizations are reporting improvement in both lead-to-sales conversion rates and revenue year-over-year, you have to ask one simple question. What can your business learn from Best-in-Class marketing and sales organizations? In this white paper, you will learn the secrets to success.
B2B SEO & SEM: Build It & They Will Come - SEO and SEM are part of today's marketing toolkit. No doubt about it, but how a B2B marketer uses them and how much they are used depends on many factors which are given little exposure in the industry or media. This white paper explores the role of SEO & SEM in driving website traffic for the B2B marketer. How best to use it, etc.
Building a Successful Direct Marketing Business Plan - This white paper covers the process and steps involved in building a successful direct marketing business plan. It covers each step in the process and outlines in detail all of the necessary components of the plan.
Build a B2B or B2C Social Media Powerhouse - This white paper discusses the strategies and practices necessary to build your social media presence into a customer acquisition and retention powerhouse. It lays out a strategic approach and gives practical recommendations to help you develop a consumer or business-to-business social media customer acquisition and retention program.
Build a Student Recruitment and Retention Juggernaut - This eBook offers addresses some key factors that will help colleges improve student recruitment and retention performance.
Competitive Intelligence 101: Staying Ahead of the Competition - Competitive intelligence is a systematic program for gathering and analyzing information about your competitors' activities and general business trends to further your own company's goals. This paper discusses a systematic approach to developing a competitive intelligence program to follow your competitors.
Competitive Intelligence 101 Higher Education Edition - A customized edition of the above white paper, written for colleges and universities.
Content Marketing, Doing it Right - This eBook discusses the do's and don't of content marketing for both B2C and B2B industries. It's not about how much content you can generate, it's about generating the right content to direct at the right audiences at the right time so that they act with the ultimate goal being their buying something or influencing others to buy something.
Developing a Lead Management Programs - The lead management process begins with the generation of inquires. Once generated, inquiries will flow through a qualification and nurturing process to identify qualified prospects (sometimes called opportunities).
Direct Mail in a Digital Age - Direct mail can be one of your most effective, low cost generators of sales – if you know how to harness its powers. If you don’t understand direct mail basics, you will create ‘junk mail’ which not only wastes your time and money but weakens your brand reputation with prospective and current customers. Everything from format to mailing list and offer development are covered.
Direct Mail Advertising...Things You Need to Know to Make It Work - This eBook covers every aspect of direct mail advertising from strategy and concept development to actual creation of the direct mail package. All forms of direct mail advertising is covered.
Direct Marketing Analytics...ROI & More - This eBook presents an overview of direct marketing analytics and the primary analytical tools used to develop direct marketing programs profit and loss projections, breakeven analysis and conduct 'what-if' program analysis.
Direct Marketing Offer Your Audience Can't Refuse - This white paper is a guide to planning and developing a promotional (advertising, direct marketing) offer that will reach and exceed your lead generation and sales goals.
Direct Marketing Campaign Planning - This white paper on direct marketing campaign planning covers everything you need to know about planning a direct marketing campaign. The paper includes a direct marketing plan template and a task planning checklist for developing, executing and analyzing the results of your campaign.
Direct Response Print Advertising - Direct response print advertising is very much alive and still being used by knowledgeable direct marketers as a way to generate new business and new customers. Magazines, although many reduced in size, still are being bought by consumers. In fact, new titles continue to come on the market each year, many of them being the print version of magazines formerly offered in digital formats only. While the business to business side of magazine publishing continues to disappear, the consumer magazine sector continues to grow and remain a viable means of new business generation. This white paper walks you through the things you need to consider to develop effective space ads.
Direct Response Creative: Creating Content That Drives Response - This white paper lays out the practices and processes that you need to follow to develop effective direct marketing direct response creative.
Direct Response Advertising Circulation Planning - This white paper discusses direct response advertising circulation planning strategies and processes necessary for successful marketing campaigns.
Lead Flow Planning - Lead flow planning is critical to the success of any B2B business and some consumer businesses depending on the product category, which are usually high ticket purchases. Learn how to plan and execute marketing programs and activities so that you avoid a situation where your sales lead pipeline is empty
Lead Scoring, Prioritization, Routing & Nurturing - How business increase conversion rates by as much as 300%....Research shows that about 20% of today's leads will have an immediate need and the ability to buy your products and services. So what about the other 80%?
Best in Class Referral Programs - Referrals offer your business a low cost source of high quality highly qualified leads that are more likely to become a loyal customer that refers others in the future. Learn how to build a truly effective customer referral program to supplement your other new customer acquisition programs.
Successful Direct Mail 101 - Take your business to the next level...11 steps for effective direct Mail. Direct mail can be one of your most effective, low cost generators of sales -- if you know how to harness its powers. If you don't understand direct mail basics, you will create, junk mail, which not only wastes your time and money, but weakens your brand reputation with prospective and current customers....
Successful B2B Social Media 101 - If you are like most businesses today, you are taking a long, hard look at social media and trying to identify the most effective ways to leverage its strengths in support of your goals and objectives....
Targeting & Segmentation - This white paper talks about all the important aspects of planning and executing your targeting and segmentation strategies.
Marketing Metrics: The Direct Marketing Way - The topic of this paper is marketing metrics which there has been so much news about these days, measuring likes, impressions, etc, and their relative value to an organizations P&L. One of the things that make direct marketing so attractive is that it has always been measurable and measurable in a way that matters,,,either in terms of leads that turn into sales or direct sales. Read how you can make your marketing metrics more effective.
Marketing Planning 101 - Do You Need a Marketing Plan? - The answer to this question is,"Yes, you do...without a doubt if you intend to grow long term and be around in 3 to 5 years or longer." A lot of people feel that marketing planning is passe. We're moving too fast in our digital world and we don't need to plan, we need to act. Well without a road map on how you plan to get there and stay there, you are doomed to fail. This white paper outlines the practices, processes and steps of developing a coherent marketing plan and it includes a template for what a proper marketing plan should look like.