CHOOSE YOUR MASTERCLASS WORKSHOP(S) OR SEMINAR(S)…

Whether you work for a Nursery, School, College, University or other learning and training centre, these inexpensive workshops and seminars taking place in London will make a big difference to your own performance and that of your colleagues and institution, organisation or association.

Masterclass seminars are taking place in:

  • London UK – on Tuesday 24 April 2018.
  • London UK – on Tuesday 10 July to Wednesday 11 July 2018.
  • London UK – from Tuesday 6 November to Friday 9 November 2018.

(Please scroll down for information about the Masterclasses and to book.)

Each place on a half-day workshop or full-day seminar includes training, refreshments, training notes and a certificate of attendance; lunch is also included if you book to attend a full-day seminar or two half-day workshops over the morning and afternoon.

Individual and team bookings are welcome – places are limited and available on a ‘first come, first served’ basis so please book as soon as possible to avoid disappointment.

All Masterclass workshops (and the Online Advertising 1-day seminars) will run in London UK with a wide choice of topics and expert trainers each day.


Please book for the location(s) and date(s) that suit you best… over one, two or more days in either or both locations.


ANALYTICS 101 (Google Analytics)

WHEN & WHERE:

TRAINER:

Luke Hay (Analytics & User Experience (UX) author and consultant).

ABOUT THE WORKSHOP/SEMINAR:

The need to master analytics is obvious but this is often a neglected area with poor reporting and little understanding of what is and isn’t working, leading to wasted effort and budget and poor communication.

One of the great strengths of digital is the analytics and insight it can provide into how resources are used. By learning how to use analytics more effectively you can dramatically improve your marketing, admissions and communications.

Developed for those working in Education and delivered by analytics expert Luke Hay, this one-day ‘hands on’ workshop has proved very popular in recent years and is ideal for those who are either keen to learn what Google Analytics (GA) has to offer or who are already using it but want to start doing more than just tracking the number of visitors and most popular pages.

This course will give you an introduction to Google Analytics and help to demystify your data.

By the end of this Masterclass you will have a good understanding of all the standard reports the tool offers and return to your institution with the confidence you need to analyse, review and report on your own activity and that of any suppliers… improving your digital communications (identifying and addressing problems and increasing your return on investment) and enabling you to explain and demonstrate progress to colleagues, governors and trustees.

The workshop will include:

  • Google Analytics set-up
  • Views, Filters
  • Demographics information
  • Internal Search
  • Using and understanding all the main GA reports

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

Author of the book “Analytics: Understanding Is the Heart of Great UX”, Luke Hay is a UK-based User Experience (UX) Consultant working in online communications since the 1990s. He prides himself on taking a user-centric, analytical approach to design, development and optimisation of websites and apps.

Luke has delivered introductory and advanced seminars on Analytics and ‘Online Reputation Management’ for Click-Recruit-Enrol over the last 6 years, and provided training and consultancy to Schools, Colleges and Universities, as well as speaking at a number of conferences and events.

Luke’s career experience includes time working as a ‘Website & Email Manager’ for Sussex Enterprise and Wired Sussex, and providing Analytics and UX consultancy to clients of all sizes in the UK and Australia for the agencies Fresh Egg and No Pork Pies.

Always involved in his local digital community, Luke has helped organise and curate events for UX Brighton, and is one of the organisers of UX Camp Brighton.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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BETTER ANALYTICS (Google Analytics)

WHEN & WHERE:

TRAINER:

Luke Hay (Analytics & User Experience (UX) author and consultant).

ABOUT THE WORKSHOP/SEMINAR:

Developed for those working in Education and delivered by analytics expert Luke Hay, this very popular ‘hands on’ afternoon workshop is perfect for those who already have experience using Google Analytics (GA) but want to discover more and further improve what they are doing with digital marketing, admissions and communications.

There is a lot of information available in Google Analytics (and other analytics packages) which is not immediately accessible so this session on ‘Better Analytics’ will cover advanced reporting and analysis to help you gain real insight into your website users.

This session will cover:

  • Create your own Measurement plan
  • Segments
  • Dashboards – widgets – Custom Reporting
  • Events & Goals – Conversions – Funnels
  • Campaign Tracking
  • Tools – Heatmaps

(LEVEL GUIDE: Intermediate/Advanced.)

ABOUT THE TRAINER:

Please see the ‘Analytics 101’ workshop details above for a description of Luke Hay’s experience.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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AUDIO COMMUNICATIONS – PODCASTING

WHEN & WHERE:

TRAINER:

Freya Hellier (Content Producer, Strategist & Commissioner).

ABOUT THE WORKSHOP/SEMINAR:

It is surprising that not everyone involved in Education marketing, admissions, alumni relations & fundraising and facilities management uses Podcasting as one of their main communications tools, given that Podcasting is a popular and effective way for many Nurseries, Schools, Colleges and Universities to engage their target audiences.

For you and your colleagues Podcasting may still be untried and untested, even though Podcasts are easier to produce regularly than video (and more intimate and personal), often more engaging and easier to consume than written content and photographs and fairly simple and inexpensive to produce and distribute.

Whether you are new or relatively new to Podcasting, this workshop is the ideal opportunity to learn all you need to know.

Freya will ensure the course is interactive, fun and practical… sharing her expertise, experience and passion for audio. From the technical side to the production process itself, you’ll learn how to produce your own Podcast, identify the content that’s best for your specific goals, with some tips on how to market your content to attract an audience.

The workshop will cover:

  • Choosing your theme and style and maintaining consistency;
  • Planning your content and what information and stories you want to convey;
  • Developing an editorial calendar;
  • Prepare for an interview to get the best answers;
  • Dealing with interviewees and the art of conversation;
  • Tips on which ‘budget friendly’ tools and inexpensive equipment to use;
  • Editing techniques and editorial control;
  • Music, actuality, and the special bits;
  • Engaging with your audience.

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

The workshop will be delivered by a highly experienced and passionate exponent of Podcasting, Freya Hellier.

Freya is an experienced freelance producer and commissioner working for BBC (Radio 3 and Radio 4) and managing the digital communications for Sinfini (the Universal Music Classical website).

Freya’s work with the world’s best musicians, composers and producers, engineers and presenters has convinced her the fundamentals of good story telling are universal.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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BRILLIANT BLOGGING

WHEN & WHERE:

TRAINER:

Emily Hill (CEO and Founder, Write My Site)

ABOUT THE WORKSHOP/SEMINAR:

This Masterclass is for you if:

  • You are in charge of your institution’s blogging strategy and you are looking for some new ideas; or…
  • You are a contributor to your institution’s blog and you would like to sharpen your blog writing skills.

When the average blog post takes 3 hours to write, it’s no surprise that many institutions struggle to launch and maintain a successful blog. Unfortunately, few things look worse on an Education provider’s website than an abandoned blog!

This Masterclass workshop will show you how to create a sustainable blogging strategy for your brand, including:

  • Designing a mix of content
  • Successful ghost-writing
  • Sources of inspiration
  • Writing an intriguing Twitter teaser
  • Creating an editorial calendar
  • Managing multiple contributors

The ‘Brilliant Blogging’ Masterclass will teach you a process you can roll out across your whole organisation to ensure regular publication of compelling blog pieces.

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

Emily Hill is the CEO and founder of copywriting agency Write My Site, which launched in 2006.

Write My Site has built its reputation as a specialist provider of long-form thought leadership content for brands across many sectors. Clients in the educational sector include the University of Cambridge, the University of Plymouth, Cranfield School of Management, Firefly Learning, and the Linguaphone Group of international ELT franchises.

Emily’s training and speaking credentials include: Content Marketing Show London, British Library, Brighton SEO, Spring Fair International, National Housing Federation, General Assembly and Marketing Week Live.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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CONTENT – STRATEGY

WHEN & WHERE:

TRAINER:

Alta Justus (Digital Marketing Consultant, The Virtual Marketer).

ABOUT THE WORKSHOP/SEMINAR:

According to content experts, HubSpot, 53% of marketers say content is their top inbound marketing priority.

In fact, despite all the content out there, 70% of marketers plan to create MORE content next year than they did this year! Why? Because of the power of content marketing:

“Content marketing generates over three times as many leads as outbound marketing and costs 62% less.” CMI, Oct 2017

Content Marketing has been a buzz phrase for some years now, with studies indicating the most effective content marketers have a strategy… yet many Education marketers still don’t comprehend the power of content and how it can help achieve their own marketing goals.

Join us for this hands-on workshop where we’ll show you how a well-developed content strategy can (amongst other things) reinforce your institution’s brand presence, increase your website traffic and grow your admission numbers.

Over the workshop you will learn:

  • how to use content to achieve your marketing and communications goals – including increasing your admission numbers;
  • the steps to creating and implementing a sustainable content strategy;
  • where to find inspiration for your content and how to execute it in a way that resonates with parents and pupils;
  • how to work smarter (not harder) when delivering content;
  • ways to effectively promote and measure the success of your content.

(LEVEL GUIDE: Introductory/Intermediate/Advanced.)

ABOUT THE TRAINER:

Alta is a freelance Digital Marketing Consultant and former Director of Marketing at FinalsiteUK (previously School Website). Over many years working in digital communications she has developed a deep understanding and insight into the Education marketing space.

An equally creative and analytical Digital Marketing Consultant with over 17 years education and commercial marketing experience, Alta is passionate about helping Nurseries, Schools, Colleges and Universities succeed in the digital arena.

Alta’s own commercial marketing successes – along with the countless institutions she has worked with – allow her to share a wealth of hands-on, relevant marketing experience and, conscious that time is precious for the average Education marketer, her practical sessions sieve through the digital noise to ensure participants always walk away with something of value to add to their own marketing repertoire.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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CONVERSION RATE OPTIMISATION (CRO)

WHEN & WHERE:

TRAINER:

Peter Taylor (Director of Optimisation, The Student Room; Co-organiser of BrightonCRO)

ABOUT THE WORKSHOP/SEMINAR:

You probably spend a lot of time and effort (and possibly a lot of budget) promoting your Nursery, School, College or University and encouraging your target audiences to visit your online presence (website, blogs and social media etc).

But what happens next? How much attention do you give to your ‘conversion rate’ from visitor to follower, enquiry, prospectus request, registration, attendance and (ultimately) enrolment?

This workshop will introduce you to the fundamentals of ‘Conversion Rate Optimisation’ (CRO) and how it can improve your results and return on investment.

You will learn how to review and analyse your web presence, to better understand the user experience (UX) and journey and to identify changes that might lead to a higher conversion rate.

You will then learn to set-up a prioritised split testing plan to monitor and test the impact of planned changes to your online content and how to analyse, report and share findings from the tests to inform your marketing, admissions and communications strategy.

The workshop will provide an introduction to ‘Conversion Rate Optimisation’ (CRO) and give you the basic insights and techniques to begin to implement CRO best practice in your work and that of your colleagues, including:

  • Explanation of the CRO process;
  • Analysis and why it’s important;
  • Calculating ‘leakage’ on a website;
  • Removing ‘blockers’ and increasing persuasion;
  • Creating and running a test roadmap;
  • Different split test methods;
  • How to set up and run split tests;
  • Segmentation;
  • Using test data to inform other channel activity.

By the end of this Masterclass workshop you will understand the importance of a CRO approach and how to implement basic testing to make insightful changes that improve results on your website.

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

Pete is Director of Optimisation at The Student Room and freelance consultant in Conversion Rate Optimisation (CRO) and Website Usability.

Pete is also co-founder and co-organiser of BrightonCRO (http://www.brightoncro.com/), a bi-annual CRO, Usability and Data-driven insight event. He is a regular guest speaker at MeasureFest, Optimizely’s Opticon in London, the ‘Conversion Conference’ in London and ‘Conversion Thursday’ in Manchester.

Pete spends his days leading conversion optimisation within The Student Room (TSR) group, sharing his passion and experience for ensuring visitors to the TSR online presence have the best possible experience.

His work is informed by his close relationship with third party consultants both in CRO and SEO, providing him with a wider and more detailed understanding of both fields. (Apparently Pete is also in charge of music in the office, which he describes as “a high pressure and demanding role, fusing playlists of dub-step and grime with 70’s disco and 60’s popular culture with a bit of psychcobilly”!)

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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COPY WRITING – BEST PRACTICE 1

WHEN & WHERE:

TRAINER:

Emily Hill (CEO and Founder, Write My Site)

ABOUT THE WORKSHOP/SEMINAR:

This Masterclass is for you if:

  • You already have some copywriting experience but want to sharpen your skills in order to run successful digital marketing campaigns; or…
  • You are new to copywriting and you want to get some of the main best practice techniques under your belt for your work in marketing, admissions and communications.

This intensive Masterclass workshop will enable you to make immediate improvements to your institution’s online (and offline!) copy.

So, whether you want to revamp your website, overhaul your emails or fine-tune your written communications, this Masterclass can help you.

‘Copywriting – Best Practice 1’ will explore:

  • The 7 ways to make your copy SPARKLE
  • Why Google cares about your copy
  • The importance of original ideas
  • Effective online formatting
  • How to measure your success

Learn how great copy can nurture student and alumni relationships, generate new enquiries, and strengthen your institution’s brand.

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

Please see the ‘Brilliant Blogging’ workshop details above for a description of Emily Hill’s experience.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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COPY WRITING – BEST PRACTICE 2

WHEN & WHERE:

TRAINER:

Emily Hill (CEO and Founder, Write My Site)

ABOUT THE WORKSHOP/SEMINAR:

This Masterclass is for you if:

  • You already have some copywriting experience but want to sharpen your skills in order to run successful digital marketing campaigns; or…
  • You are new to copywriting and you want to get some of the main best practice techniques under your belt for your work in marketing, admissions and communications.

(It is not essential, although it is desirable, to attend the morning ‘Part 1’ workshop in order to benefit from ‘Part 2’.)

This practical Masterclass workshop is for those who have received training in Copy Writing or who have attended the ‘Part 1’ morning workshop.

‘Copywriting Best Practice 2’ will consist of group and individual writing exercises, tailored to the Educational sector.

The aim will be to apply key principles in order to:

  • Write action-inspiring copy
  • Create compelling headlines
  • Target prospective parents and students at all stages of the decision process
  • Strengthen relationships with parents, students, alumni, members of the wider community
  • Establish a ‘house style’ guide

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

Please see the ‘Brilliant Blogging’ workshop details above for a description of Emily Hill’s experience.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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EMAIL 101

WHEN & WHERE:

TRAINER:

Liz Boardman (Digital Marketing Executive, Churcher’s College).

ABOUT THE WORKSHOP/SEMINAR:

This introductory/intermediate workshop is for:

  • those who are relatively new to using email for promotion, engagement and communication through email campaigns etc, and for
  • those who have some experience but who want to review their current activity and ensure they have the right process in place and are using their tools and platform(s) effectively.

Over the morning workshop you will:

  • Consider the options for using email in your marketing, communications and admissions, from initial promotion and enquiry through to enrolment and beyond, reflecting on examples and case studies;
  • Consider best practice for creating effective emails – from addressing email to the subject line, content, use of templates, linking to web and social media content etc;
  • Discuss email tools and platforms – from ‘Email Service Providers’ (ESPs like Mailchimp, Constant Contact, Pure 360, Dotmailer) to Education specific email-platforms and CRM systems.

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

Liz Boardman is a passionate marketing professional and self-confessed “tech-geek” who has been working in the field of marketing and graphic design for twelve years and in the niche field of digital and email marketing for over 7 years.

Going from email coder to strategist, Liz has worked on every possible type of email marketing campaign from large event promotions to regular newsletters and product launches, using testing tools and good process to achieve great results.

Having worked previously in the marketing team of a Further & Higher Education College and more recently as the Email Marketing Producer at The Goodwood Estate, Liz recently returned to the Education sector with her appointment to the new role of ‘Digital Marketing Executive’ at Churcher’s College, responsible for the College’s website, social media and email marketing.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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BETTER EMAIL

WHEN & WHERE:

TRAINER:

Liz Boardman (Digital Marketing Executive, Churcher’s College).

ABOUT THE WORKSHOP/SEMINAR:

This intermediate/advanced workshop is for:

  • those who have some experience and confidence in creating and sending email campaigns and are happy they are getting the basics right but want to review their use of email and gain new insight, tips and techniques to improve their ‘return on investment’ from email;
  • those who attended the morning Email 101 workshop and wish to build on their learning with more advanced techniques, best practice etc.

Over the afternoon workshop you will:

  • Review email strategy and reflect on best practice, identifying how you can improve your current use of email for more effective communications with your target audiences, resulting in a higher engagement and ‘conversion’ rate;
  • Consider advanced methodology and techniques for planning, creating and managing email campaigns;
  • Review tracking processes and learn to use analytics to improve the effectiveness of your email communications;
  • Critically evaluate the email tools and platforms you are currently using and consider alternatives.

(LEVEL GUIDE: Intermediate/Advanced.)

ABOUT THE TRAINER:

Please see the ‘Email 101’ workshop details above for a description of Liz Boardman’s experience.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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HOW TO MOVE YOUR PROSPECTUS ONLINE

WHEN & WHERE:

TRAINER:

Emily Hill (CEO and Founder, Write My Site)

ABOUT THE WORKSHOP/SEMINAR:

This Masterclass is for you if:

  • You are responsible for producing the printed prospectus and want it to make a bigger impact online; or…
  • You are responsible for your institution’s website, and would like ideas for sprucing up the printed prospectus and integrating it with the rest of the site.

Too many institutions simply copy and paste the content of their printed prospectus into their website’s CMS and hit ‘Publish’. In so doing, they are missing a golden opportunity to make their brand stand out in the minds of would-be students.

This Masterclass will show you how to exploit the hidden advantages of moving your prospectus online, including:

  • Getting interactive – print content is static; online content is dynamic. As such, it’s much better placed to engage readers through rich media such as 360-degree tours, animations and quizzes, alongside the written material.
  • Making it personal – use automation tools to help present personalised content to the right people at the right time.
  • Being social – your online prospectus can plug into Social Media in a way that’s simply not possible for the print version, and help you to reach new audiences.
  • Going organic – real time analytics can tell you what’s working and what’s not, so you can continue to iterate and improve. No need to wait until next year’s version to do better!

Anyone wanting to do more than just replicate a static prospectus on their website can benefit from the ‘How To Move Your Prospectus Online’ Masterclass, leading to better engagement and more enquiries.

(LEVEL GUIDE: Introductory/Intermediate/Advanced.)

ABOUT THE TRAINER:

Please see the ‘Brilliant Blogging’ workshop details above for a description of Emily Hill’s experience.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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HOW TO TELL YOUR STORY

WHEN & WHERE:

TRAINER:

Chris Harding (Content Consultant).

ABOUT THE WORKSHOP/SEMINAR:

In our connected world, parents and students are looking for learning experiences and institutions which align with their needs, goals, ideas and philosophies… but in an increasingly competitive space many Nurseries, Schools, Colleges and Universities fail to stand out from the crowd.

Talk of academic achievement, teaching quality, facilities and opportunities and a list of alma mater can be all too familiar to prospective parents and students considering different options… that’s where clearly articulated vision, mission and values statements can switch the focus of your establishment – enabling new conversations about direction, purpose and ethics.

This workshop will help you tell the story of your organisation in a bolder, more relevant way that will entice and engage pupils, students and parents… and your staff and students will have a clearer understanding of what’s expected of them.

The course will include a mixture of theory and practical exercises aimed at helping you to review and revise (or, indeed, create) your vision, mission and value statements and an understanding of how to use them; you will you learn:

  • The importance of stating why your organisation exists and how you’re going to achieve your goals
  • How the corporate and charity sectors use vision, mission and values statements to great effect
  • Which educational organisations are doing this well (and which aren’t)
  • How to start creating your own set of statements
  • Who to involve and how
  • What to avoid
  • How to use these statements throughout your establishment – not just on your ‘About Us’ page

(LEVEL GUIDE: Introductory/Intermediate/Advanced.)

ABOUT THE TRAINER:

Chris is an award-winning freelance Content Consultant. He helps a variety of clients say the right things for the right people at the right time and in the right place.

His expertise lies in producing brand language guidelines, messaging frameworks and vision, mission and values statements.

From International Financial Services to Education and Local Charities, Chris helps uncover how organisations and brands should speak, say what is needed and tell their story.

Chris is also a trainer and public speaker – giving talks on content strategy, brand language and content design for the EMCDigital 2016 FORUM and Virgin Start Up events.

His work has recently won the Grand Prix Award from Media Week and been nominated for the UX UK Awards 2017. He’s previously scooped The Lovies Silver Award, The Lovies People’s Choice and the Insurex e-Business Awards.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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ONLINE ADVERTISING – PAID SEARCH

WHEN & WHERE:

TRAINERS:

Matthew D’Arcy (Education Digital Marketing Consultant) and Peter German (Marketing Director, Frensham Heights School).

ABOUT THE WORKSHOP/SEMINAR:

This full-day seminar will introduce ‘Paid Search’ advertising, ‘Display Advertising’ and ‘Video Advertising’ with Google AdWords and Bing Ads.

Whether your budget is large or small… whether you wish to reach parents, students, alumni and/or others (for facilities letting etc) at a given location or to target them in a wider catchment area locally, regionally, nationally or internationally… Online Advertising is the most effective marketing tool for any Nursery, School, College or University.

Instead of continuing with a ‘hit and miss’ approach to your marketing, student recruitment and admissions using traditional media (newspapers, magazines, directories and outside advertising)… discover the incredible opportunities for promoting online, from reaching and engaging key audiences through to converting them into enquiries, prospectus requests, Open Day registrations and, ultimately, enrolments.

Cost effective, precise, accountable… Online Advertising offers huge potential and currently only a small number of institutions in Education are taking advantage of it… with the majority simply reacting to sales calls from media sales and wasting budget as a result.

Over this full-day seminar you will learn the basic principles for planning, setting-up and managing Online Advertising campaigns with Google AdWords and Bing Ads across different types, including:

  • Search Engine advertising
  • Display advertising
  • Mobile advertising

This stimulating, thought provoking course will cover account set-up and linking accounts (Analytics, Search Console etc) and basic campaign strategy, targeting, advertising creative, landing pages, campaign management, conversion rate optimisation and analytics.

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINERS:

The seminar will be delivered by Matthew D’Arcy and Peter German, with guest trainers also participating.

Matthew D’Arcy is the Programme Director for EMCdigital and Managing Director of Click-Recruit-Enrol.com (OMTAC Ltd). With over 18 years experience in digital marketing, Matthew leads the delivery of training and consultancy services by Click-Recruit-Enrol to Nurseries, Schools, Colleges and Universities and other learning and training organisations worldwide. He speaks, trains and consults in digital Strategy, Online Advertising, Search Engine Optimisation, Website Development, Mobile Marketing, Social Media, Reputation Management and Analytics.

Matthew has extensive experience working in campaign development and delivery across all the main Online Advertising platforms (Google, Bing, Facebook, Instagram, LinkedIn, Snapchat). He has worked in a number of commercial sectors and is a former Director of Marketing & Careers for an independent School and former Enterprise Project Manager at the University of Surrey.

Peter German is the Director of Marketing at Frensham Heights School and an extremely experienced digital marketeer with a particular interest in using technology to improve the customer experience and engaging audiences through Online Advertising and Social Media.

Peter has spent the last ten years in Education working in both the public and private sectors, and in the last 5 years Peter and his colleagues at Frensham Heights School have gradually overhauled almost every aspect of Frensham’s communications (including creating a substantial Online Advertising programme across Search and Social advertising platforms) resulting in the School being comfortably over-subscribed for Year 7 & Year 9 entry, with an expanded Junior School, improved retention in the Sixth Form and full boarding houses.

COST:

£375 (London UK). The price includes training, refreshments, lunch, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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ONLINE ADVERTISING – PAID SOCIAL

WHEN & WHERE:

TRAINERS:

Matthew D’Arcy (Education Digital Marketing Consultant) and Peter German (Marketing Director, Frensham Heights School).

ABOUT THE WORKSHOP/SEMINAR:

This full-day seminar will introduce ‘Paid Social’ advertising with Facebook, Instagram and LinkedIn. (The course will also touch on advertising with WhatsApp, Snapchat, Twitter and Pinterest.)

Whether your budget is large or small… whether you wish to reach parents, students, alumni and/or others (for facilities letting etc) at a given location or to target them in a wider catchment area locally, regionally, nationally or internationally… Online Advertising is the most effective marketing tool for any Nursery, School, College or University.

Instead of continuing with a ‘hit and miss’ approach to your marketing, student recruitment and admissions using traditional media (newspapers, magazines, directories and outside advertising)… discover the incredible opportunities for promoting online, from reaching and engaging key audiences through to converting them into enquiries, prospectus requests, Open Day registrations and, ultimately, enrolments.

Cost effective, precise, accountable… Online Advertising offers huge potential and currently only a small number of institutions in Education are taking advantage of it… with the majority simply reacting to sales calls from media sales and wasting budget as a result.

Over this full-day seminar you will learn the basic principles for planning, setting-up and managing Online Advertising campaigns with the main Social Media networks across different types.

This stimulating, thought provoking course will cover account set-up, the use of Facebook’s Business Manager and basic campaign strategy, targeting, advertising creative, landing pages, campaign management, conversion rate optimisation and analytics.

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

Please see the ‘Online Advertising – Paid Search’ seminar details above for a description of Matthew D’Arcy and Peter German’s experience.

COST:

£375 (London UK). The price includes training, refreshments, lunch, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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PERSONALISATION

WHEN & WHERE:

TRAINER:

Steve Cathcart (Head of Marketing, The Student Room).

ABOUT THE WORKSHOP/SEMINAR:

The future is ‘Personalisation’ of the online experience for your prospective students, parents and staff.

The more your online communications are aligned with the interests and needs of your target audiences the more likely they will engage and connect with your Nursery, School, College or University.

Digital provides new opportunities for personalisation of content and the user experience and this is a rapidly evolving area, because it delivers results.

During this workshop Steve Cathcart will explain why personalisation online is important and how it works. Steve will explain how you can start to use personalisation in your digital communications and bring you up to speed with current developments and best practice.

Steve will discuss how you can start to use data more effectively to inform and improve your communications and maximise your resources and budget, helping you stay ahead of your competitors in a fast moving, rapidly evolving digital world.

He will discuss techniques and tools for integrating personalisation in your marketing, admissions and communications strategy to ensure a ‘joined-up’ experience for your target audiences and wider community.

ABOUT THE TRAINER:

Winner of multiple data marketing awards for personalisation, including the Grand Prix at the Marketing Week Data Strategy awards, Steve is now Head of Marketing at The Student Room, having originally joined The Student Room from the TUI UK & Ireland (where he was responsible for growing eCRM revenue from £100m to well over half a £billion) to define and lead a new data and personalisation strategy.

The Student Room have invested in some exciting new data and personalisation technologies, which Steve is using to ensure students are given the best possible experience across their websites.

Steve’s end goal is to build a single view of the customer to deliver true one-to-one personalisation across all touchpoints including web, email and mobile apps.

(LEVEL GUIDE: Intermediate/Advanced.)

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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SEARCH ENGINE OPTIMISATION (SEO) & USER EXPERIENCE (UX)

WHEN & WHERE:

TRAINER:

Luke Hay (Analytics & User Experience (UX) author and consultant).

ABOUT THE WORKSHOP/SEMINAR:

‘Search Engine Optimisation’ (SEO) and ‘User Experience’ (UX) are more than just buzzwords, both are crucial to a well performing website.

In an increasingly competitive marketplace your website needs to be both easy to find and easy to use to attract prospective parents and students.

While Search Engine Optimisation (SEO) is about ensuring that your website can be read and understood by Google in order that it can appear highly for relevant search terms, User Experience (UX) is all about making sure that using your website is an informative and enjoyable experience.

This Masterclass workshop will give a solid introduction to both disciplines and will help you get started using tools and techniques to improve the visibility and usability of your institution’s website.

This session will cover:

  • An introduction to Search Engine Optimisation (SEO)
  • Quick tips for optimising your website for Google
  • Popular SEO tools
  • Monitoring and reporting on SEO
  • An introduction to User Experience (UX)
  • Understanding your users
  • Simple UX techniques

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

Please see the ‘Analytics 101’ workshop details above for a description of Luke Hay’s experience.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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SOCIAL MEDIA – ADVANCED NETWORK FUNCTIONS

WHEN & WHERE:

TRAINER:

Matt Horne (Digital Marketing & Social Media Officer, Newcastle University)

ABOUT THE WORKSHOP/SEMINAR:

You may know how to craft the perfect tweet and put up a post on Facebook… but have you gone live in 360 while adding your latest stories to the Snap Map?

Take your social game to the next level with this workshop exploring the latest advanced features on the main Social Media networks for targeting Generation Z and Millennials.

This course will help you consider what’s possible in the ever-evolving world of Social Media while understanding the kind of content that works for the Educational market generally and for your Nursery, School, College or University specifically… covering:

  • Live video
  • Polls and interactive features
  • Advanced Snapchat uses
  • Running the perfect Instagram Stories and Snapchat Takeovers
  • Creating 360 content
  • Advanced advertising tactics

(LEVEL GUIDE: Intermediate/Advanced.)

ABOUT THE TRAINER:

Matt Horne is an experienced, pioneering Digital Marketing and Social Media Officer.

Managing the main social media channels for Newcastle University, with a remit to keep the brand at the forefront of digital engagement for a youthful demographic, Matt is responsible for community management, content creation, Social Media strategy, social advertising campaign planning as well as staff training and development.

Facebook certified, Matt is also the key team contact with the University’s Press and Communications team, developing strategies and content to increase the digital reach of research stories.

Matt has developed a reputation for creating strategies that get costs down and maximise results through innovation, creating social campaign strategies that boost enquiries and applications year-on-year.

Matt’s wide ranging skills and experience encompasses the breadth of digital content development including online videos, digital design work and photography that drive engagement.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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SOCIAL MEDIA – ANALYTICS ‘CRASH COURSE’

WHEN & WHERE:

TRAINER:

Matt Horne (Digital Marketing & Social Media Officer, Newcastle University)

ABOUT THE WORKSHOP/SEMINAR:

You may be making use of Social Media, but do you really understand how your efforts are providing real ‘Return On Investment’ (ROI) for your business?

This Masterclass workshop will look at what you can, and what you should, be measuring on Twitter and Facebook and ways you can link that back to overall your marketing, admissions and communications objectives for continuous improvement (as well as reporting to senior management, governors and trustees).

The course will cover:

  • Key Social Media analytics terminology (what you can and should measure)
  • Understanding the native data tools
  • Linking your Social Media performance to goals
  • 3rd party tools you could be using to help you review, analyse and report

(LEVEL GUIDE: Introductory/Intermediate/Advanced.)

ABOUT THE TRAINER:

Please see the ‘Social Media – Advanced Network Functions’ workshop details above for a description of Matt Horne’s experience.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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SOCIAL MEDIA – CONTENT (LONDON)

WHEN & WHERE:

TRAINER:

Matt Horne (Digital Marketing & Social Media Officer, Newcastle University)

ABOUT THE WORKSHOP/SEMINAR:

This lively, interactive, stimulating workshop is for those who want to create “thumb stopping” Social Media content on a budget!

Content may be ‘King’ when it comes to social, but how can small teams with low budgets make their social stand out from the crowd?

During this crash course on the content that works on social, you’ll learn how to make the most of new technology to create big budget content on the cheap, exploring a ‘Content Creator’s Toolkit for 2018 and gaining the knowledge and tools to help take your posts to the next level.

The workshop will cover:

  • The 5 top types of content Social Media in Education
  • What’s inside a mobile content creator’s tool kit
  • Top free or budget apps for creating awesome content
  • Content surgery – a unique opportunity to workshop content ideas and get advice and guidance on how to make your campaigns a reality, from a highly experienced Social Media practitioner

(LEVEL GUIDE: Intermediate/Advanced.)

ABOUT THE TRAINER:

Please see the ‘Social Media – Advanced Network Functions’ workshop details above for a description of Matt Horne’s experience.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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SOCIAL MEDIA – FACEBOOK

WHEN & WHERE:

TRAINER:

Clive Andrews (Social Media Consultant).

ABOUT THE WORKSHOP/SEMINAR:

This fast-track workshop is for anyone relatively new to using Facebook professionally for communications, marketing and admissions for their Nursery, School, College or University.

It will also serve as a good opportunity for anyone wanting to review and improve their current use of Facebook.

The workshop will primarily focus on:

  • An introduction to Facebook and its uses
  • A more detailed look at the opportunities for using Facebook for Education marketing, admissions, communications etc
  • The difference between Facebook Profiles, Pages, Groups and Events
  • Basic functionality: account types, multiple accounts, usernames, admin users, moderation, blocking etc
  • Correctly setting up a Facebook Profile and Facebook Page
  • Winning followers
  • Getting to grips with the basics – posting, replying, sharing, liking, following, listening, criticism
  • Writing for Facebook (branding, tone of voice and style consistency)
  • Taking it to the next level – photos, videos and polls
  • Facebook for ‘social customer service’
  • Facebook Live
  • A chance to practice new skills
  • Training and supporting staff
  • Security
  • Reputation management
  • Analytics
  • Basic ‘paid Facebook’

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

Clive Andrews is an experienced consultant and trainer in Social Media. He works across the Education, Travel, Government and Charity sectors, helping people to use digital tools in smart ways.

Clive has trained the Foreign Office on how to tweet to Britons in trouble overseas, and has helped the BBC News team to better understand the way they use Social Media.

He has delivered introductory and advanced seminars on Social Media for Click-Recruit-Enrol over the last 4 years, and provided training and consultancy to Schools & Colleges, as well as speaking at a number of conferences and events.

Clive really believes in the power of social to improve relationships between organisations and their customers, but he knows this isn’t always easy. Clive’s training helps cut through the hype so that individuals and institutions and organisations can use Social Media in ways that work for them.

Clive encourages everyone to get to know and use the Social Media tools available, but to think strategically about which ones they use, and how they use them.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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SOCIAL MEDIA – HOOTSUITE

WHEN & WHERE:

TRAINER:

Clive Andrews (Social Media Consultant).

ABOUT THE WORKSHOP/SEMINAR:

Hootsuite is a recommended Social Media Management platform with a dashboard that supports social network integrations for Twitter, Facebook, Instagram, LinkedIn, Google+, YouTube, and many more.

(Additional integrations are available via Hootsuite’s App Directory, including MailChimp, Reddit, Storify, Tumblr, and Marketo.)

Hootsuite gives you the tools to manage all your social profiles and automatically find and schedule effective social content.

This workshop will introduce the Hootsuite platform and explain how to set it up and use it effectively to manage all of your Social Media marketing and communications efforts from a single dashboard, including:

  • Setting up your Hootsuite dashboard
  • Posting content via Hootsuite
  • Searches, hashtags, lists and other columns
  • Scheduling – how it’s done, how it can be used and when it should be avoided
  • Listening – how it’s done, and why it’s important
  • Reports – what they tell us and how they can be created
  • Working as a collaborative team: Hootsuite’s advanced team functions
  • Extending beyond Twitter and Facebook: LinkedIn and Instagram

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

Please see the ‘Social Media – Facebook’ workshop details above for a description of Clive Andrews’s experience.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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SOCIAL MEDIA – POLICY & GOVERNANCE

WHEN & WHERE:

TRAINER:

Clive Andrews (Social Media Consultant).

ABOUT THE WORKSHOP/SEMINAR:

This workshop provides an essential look at the challenges of running Social Media within an Education institution or organisation and the considerations all those responsible for managing and overseeing Social Media need to consider and the policies and governance that should be in place.

The workshop will primarily focus on:

  • The challenges of running Social Media within a large organisation, or group of organisations
  • Consideration of the pros and cons of centralised vs multiple dispersed accounts and presences
  • How to determine what is the right approach for your institution
  • Training – how to train colleagues to equip them with the right skills
  • How to establish and support good practice among colleagues
  • Social Media policy – how it can help, and how to create one
  • How to manage multiple accounts, including knowing when and how to hibernate or retire accounts

(LEVEL GUIDE: Introductory/Intermediate)

ABOUT THE TRAINER:

Please see the ‘Social Media – Facebook’ workshop details above for a description of Clive Andrews’s experience.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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SOCIAL MEDIA – SNAPCHAT

WHEN & WHERE:

TRAINER:

Matt Horne (Digital Marketing & Social Media Officer, Newcastle University)

ABOUT THE WORKSHOP/SEMINAR:

Are you new or relatively new to using Snapchat and wanting to use it in your marketing toolkit… but not sure where to start?

Beginning with the basic features of the Snapchat app before moving on to explore the more advanced features, this workshop will give you the knowledge and power to get to grips with one of the key social channels for reaching Generation Z through organic content and Snapchat’s new ‘self-serve’ advertising platform.

The course will cover:

  • An introduction to story-based content creation
  • Creating Snaps 101
  • Using filters and Face-swap
  • How to build an audience on Snapchat
  • How to measure performance

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

Please see the ‘Social Media – Advanced Network Functions’ workshop details above for a description of Matt Horne’s experience.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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SOCIAL MEDIA – TWITTER

WHEN & WHERE:

TRAINER:

Clive Andrews (Social Media Consultant).

ABOUT THE WORKSHOP/SEMINAR:

This fast-track Twitter workshop is for anyone relatively new to using Twitter professionally for communications, marketing and admissions for their Nursery, School, College or University.

It will also serve as a good opportunity for anyone wanting to review and improve their current use of Twitter.

The workshop will primarily focus on:

  • An introduction to Twitter and its uses
  • A more detailed look at the opportunities for using Twitter for Education marketing, admissions, communications etc
  • Setting up an account and basic functionality: posting, replying, retweeting, liking etc
  • Winning followers
  • Writing for Twitter (branding, tone of voice and style consistency)
  • Listening on Twitter – using ‘Search’
  • Taking it to the next level – photos, videos, polls, hashtags and lists
  • Twitter for ‘social customer service’
  • Integrating Twitter with other social platforms: opportunities and risks
  • Going live on Twitter, and ‘moments’
  • A chance to practice new skills
  • Training and supporting staff
  • Security
  • Reputation management
  • Analytics
  • Basic ‘paid Twitter’

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

Please see the ‘Social Media – Facebook’ workshop details above for a description of Clive Andrews’s experience.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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VISUAL COMMUNICATIONS – INFOGRAPHICS

WHEN & WHERE:

TRAINER:

Caroline Beavon (Infographics & Information Design Consultant).

ABOUT THE WORKSHOP/SEMINAR:

Used correctly ‘Infographics’ can be an extremely effective way to engage target audiences, conveying information quickly and positively about the learning experiences and opportunities offered by a Nursery, School, College or University.

Now is the time to master Infographics and add them to your communications tool box, as part of your marketing and communications strategy for 2018-2019 and beyond.

During this fun, highly interactive workshop, Caroline will take you through a process of reflection that will not only enhance your use of Infographics but also serve as a timely review of your current and future communications activity.

(No prior visualisation or graphics experience is required, however a basic working knowledge of Excel is helpful for the use of data sets.)

This workshop will cover both the thought-process and practical-process for creating Infographics using various tools (including Tableau Public, Piktochart and RAW), and provide plenty of opportunity for discussion and critical discussion over examples:

  • How Infographics work – why they are so popular
  • Audience – who are you talking to
  • Your data – what are we working with
  • Your aims – what are you trying to achieve
  • Charting basics and “do’s & don’ts”;
  • Sorting your data and data hierarchy
  • Sketching – creating a wireframe
  • Layout tips
  • Colours and patterns
  • Fonts and Icons

(LEVEL GUIDE: Introductory/Intermediate.)

ABOUT THE TRAINER:

Caroline Beavon is a self-described ‘information wrangler’. A former broadcast journalist, Social Media consultant and blogger turned visual journalist and Infographics designer.

With a focus on content and audience, Caroline works with companies and organisations of all sizes to help them communicate their information in a visual way and to ensure they are making the best of their data.

As well as her previous work in radio (with Kerrang, Heart FM and Q Radio), Caroline has been a visiting tutor at Birmingham City University and freelancer with a broad range of clients ranging from local authorities, SME’s and charities to technology corporations, emergency services and publishers.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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WEBSITE MOT

WHEN & WHERE:

TRAINER:

Dan O’Driscoll (Project Director, Singularity).

ABOUT THE WORKSHOP/SEMINAR:

There is a lot involved in maintaining, managing and marketing via the web, but with the right tools and techniques you can ensure your website is the best it can be.

Your web presence is far than just what can be seen on your website, it extends to how your website is seen in search engines, how pages appear when shared on Social Media and even how Google’s services see your website behind the scenes.

This workshop helps you run an MOT on your website and maintain control of search and social appearance, performance and presence.

This Intermediate/Advanced workshop is for:

  • those who already have a website;
  • those who would like to start using Google’s webmaster tools;
  • those who want to improve the quality of their web presence on search engines and Social Media.

Over this workshop you will:

  • Learn how to use Google’s search console, including search appearance, rich snippets, mobile testing, crawling, fetching and sitemaps.
  • Understand how the Google search console can allow you to optimise your website, increasing visibility and conversions.
  • Look at Google My Business listings, for increased presence in search results.
  • Consider how page speed insights can help you to improve page ranking and fix bugs.
  • Learn about optimising social media shares of your website or blog, including the use of the Facebook Open Graph Debugger.
  • Consider website security and how this can serve as a two-in-one benefit and help with Search Engine Optimisation (SEO).

(LEVEL GUIDE: Introductory/Intermediate/Advanced.)

ABOUT THE TRAINER:

Dan O’Driscoll is a business owner, project manager and consultant.

Dan has worked on everything from start-up brand design and website projects, through to software design and development for FTSE 100 companies across the fields of digital learning, finance, business-to-business, online retail, mobile & web application development, marketing and business strategy.

A web developer with experience working on Education and commercial website projects, Dan looks after Project Management at Singularity (Singularity Creative Limited).

He has has also founded a custom musical instrument boutique, which delivers artist works by hand internationally.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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WEBSITE USER EXPERIENCE (UX) – POSITIVE FIRST IMPRESSIONS

WHEN & WHERE:

TRAINER:

Luke Hay (Analytics & User Experience (UX) author and consultant).

ABOUT THE WORKSHOP/SEMINAR:

The ‘User Experience’ (UX) of your website is vital to the success of your institution.

In many cases your website will be the first, and sometimes only, time that prospective parents and students find out about your Nursery, School, College or University.

Those first impressions can leave a lasting impression… so you need to make sure that they are positive.

Understanding who your users are and what makes a website easy to use are important for creating a good user experience.

This Masterclass will run through common ‘discovery’ methods that will help you make real improvements to your website.

This session will cover:

  • Understanding the user journey
  • How to audit and analyse the user experience of your website
  • Design techniques for non-designers
  • Introduction to user research
  • User testing techniques
  • UX tools
  • Measuring your UX improvements

(LEVEL GUIDE: Introductory/Intermediate/Advanced.)

ABOUT THE TRAINER:

Please see the ‘Analytics 101’ workshop details above for a description of Luke Hay’s experience.

COST:

£170 (London UK). The price includes training, refreshments, training notes and a certificate of attendance.

READY TO BOOK?:

Please go to the ‘Book Here‘ page to book this Masterclass and other tickets, and then checkout.

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