Digital Marketing Series

Chapter 1: Chasing the Hockey Stick

Today I was approached by a colleague whose client was in a panic. The client is in charge of marketing for college courses. They have six college courses starting one week from today and they have zero registrations. Two months ago, they started working on a marketing plan for the six courses. They wrote content and created landing pages for each of the courses. They also rented an email list and executed a mass emailing campaign. Today, one week from the start date for the class, they looked at the results of the campaign. They sent out 20,000 emails, got 650 visits to the website, but had zero signups for the courses.

My colleague contacted me and asked, “what can we do with only a week until the course begins?” She said we need the registrations to go from 0 to 1000 in a week. That is what I call “Chasing the Hockey Stick”. They are looking for the magic wand that will make their chart suddenly shoot up.

Tomorrow, I will write about my suggestions to her on what she could do.