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Course curriculum

  • 1

    Orientation

    • Read: Welcome to the course

    • Read: Meet Your Instructors

    • Watch: Course overview

    • The Basics: What Problems are We Trying to Solve?

    • Engage: What Brings You to the Course?

    • Bonus: Download Slides for 'Basics' Lessons
  • 2

    What is Outbound Marketing?

    • Read: Three Kinds of Marketing

    • The Basics: What is Outbound Marketing and Why Does it Work?

    • Practitioner Interview #1: How & Why Outbound Marketing Works

    • Practitioner Interview #2: Why Direct Marketing is Valuable

    • Engage: Download the Generational Purchasing Worksheet

    • Bonus: The Ride to Independent Schools 2020-2021 (Key Findings)

    • Bonus: Brand & Identity Theory Podcast
  • 3

    Your First Direct Email Campaign

    • Read: What Do You Need for a Direct Email Campaign?

    • The Basics: Preparing for a Direct Email Campaign

    • Practitioner Interview: Getting Started Best Practices

    • Engage: Brainstorm Your Lead Magnet

    • Engage: Download the Direct Email Campaign Guide

    • Bonus: Check Out a Lead Magnet
  • 4

    Tracking Effectiveness and ROI

    • Read: All About CRMs, UTMs & URLs

    • The Basics: How to Monitor Your Campaign

    • Practitioner Interview: Monitoring Effectiveness

    • Engage: Create & Track Your Own UTM's

    • Bonus: Track ROI of Print Ads with a Custom URL

    • Bonus: Create a UTM (Demo)
  • 5

    Common Mistakes to Avoid

    • Read: Avoid These Three Common Errors

    • The Basics: Examples of Common Errors

    • Practitioner Interview #1: Avoid These Common Errors

    • Practitioner Interview #2: More Common Errors to Avoid

    • Engage: Campaign Audit Worksheet
  • 6

    All About the Student Prospect List

    • Read: Expand Your Reach With the Student Prospect List

    • Watch: Get More Leads and Applicants

    • Bonus: Learn More About the Student Prospect List
  • 7

    What's Next?

    • Connect: Share Your Next Steps

    • Connect: Reach Out to Your Instructors

    • Engage: Complete the Course Feedback Form