Awareness
The goal: To reach as many people as possible, as often as possible.
Brand exposure and repetition help potential students become aware of the programs you offer. In online marketing, banner ads, search engines (both PPC and SEO), and social media are the dominant channels for awareness marketing. Emailing to purchased lists is also a form of awareness marketing. In addition, traditional marketing often supports online marketing in this phase. For example, direct mail, billboards, radio, and television ads all increase awareness among prospective students and can drive them to call or visit your website.
Awareness marketing is often measured by the click-through-rate (the ratio of impressions to website visitors generated by those impressions) of a particular marketing channel. It can also be measured by how many prospects enter the interest phase (i.e. visit your website).
