Kevin MacNeil of Metric Marketing applies his passion for sales, deep understanding of online marketing and audience conversion to help schools deepen their customer relationships and ultimately, improve their bottom line. Kevin has over 10 years of experience in advertising and digital marketing. As a graduate of the Asper School of Business, with majors in Entrepreneurship and Marketing, Kevin fundamentally understands the marketing processes that help drive and run any business.

Kevin Quoted

“Google makes their living selling advertising.”

“Maybe 20% of private schools are confident with their Google Analytics.”

“It’s like private schools are playing a football game, and they’re keeping every stat in the world except the score.”

“Measure, Optimize, Campaign, Repeat.”

“Awareness, Familiarity, Consideration, Conversion, Loyalty.”

“The most important thing in advertising is WHAT are we advertising and WHO are we advertising to.”

“The most successful private schools that we work with are well-defined at the brand level. That positioning is the difference between winning and losing in a competitive marketplace.”

What You’ll Learn

98% of private schools aren’t getting enough data from Google Analytics.
Why outcomes are what you’re looking for in analytics.
What’s an MQL.
What the customer journey is for admissions.
A sample five-point conversion path.
What’s the difference between a key performance indicator rather than the thing it’s indicating: the outcome.
Why it’s important to identify gaps.
Why you should focus on the middle of the customer journey (or in-market segment).
Why you should go to your Google Analytics account and turn on demographics.
How to integrate your online advertising with your website.
Why asking families to apply as the first thing you do is not a good idea.
Your website has a very specific job to do: convert.
Difference between micro and macro conversions, and why they’re important.
Marketing qualified lead vs. sales qualified lead

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Rob Norman

Best Boy, InspirED School Marketers

Rob has 25 years of independent school marketing experience as principal of Turnaround Marketing Communications, a branding and marketing firm specializing in independent schools. Rob shares his experience on InspirED School Marketers by blogging, editing the Daily Jolt, and by podcasting with fascinating independent school movers and shakers. As InspirED's Best Boy — a term borrowed from theater, Rob's longtime passion — Rob loves to be out and about, meeting with school marketers, learning their needs, and helping them overcome challenges. Be sure to ask Rob about his golf game.

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More Podcasts To Make Your Job Easier

Podcasts 2

How to Advocate for Yourself as a Director of MarCom at a Private School [Podcast]

with Penny Abrahams, Senior Consultant, Independent School Management

Strengthening MarCom in Small Private Schools [Podcast]

with Aubrey Bursch, founder and CEO of Easy School Marketing.

Students As Communications Apprentices [Podcast]

with Lauren Campbell, Publications Manager at Cretin-Derham Hall, a Catholic high school in St. Paul, Minnesota.

How to Be a Leader in an Independent School [Podcast]

with Dr. Carrie Grimes
Assistant Professor of the Practice, Department of Leadership, Policy, and Organizations
Director, Vanderbilt University, Peabody College, Independent School Leadership Program (M.Ed.)