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Digital Marketing for Charter Schools Manual

Your digital marketing strategy is important for raising awareness, fundraising, meeting your enrollment targets, and creating a network of champions that will nurture your school over the long term.

This workbook will guide you through all of the steps towards achieving digital marketing success. A go-to guide for all your school’s digital marketing needs, it will help you get your marketing plans started, guide you as you define your audience, describe what makes your school unique, pick your tactics, and start to build your campaigns.

Let this guide you through the steps to a successful marketing program with practical tips and techniques for better online and offline marketing success.

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tag * ppcUrlCookiePart1 and ppcUrlCookiePart2 must be called, see bottom of script * update ppcUrlCookiePart2 and ppcUrlCookiePart2 to match your querystring and form field names * */ //Leave this as true to always use querystring values if they exist, if no querystring will attempt to get cookie values var ppcUseLatestValues = true; //set this to false to use cookie values if they exist (if false, will not check querystring first). //function to grab params from cookie function getCookie(param_name) { var i, x, y, cookie = document.cookie.split(";"); for (i = 0; i < cookie.length; i++) { x = cookie[i].substr(0, cookie[i].indexOf("=")); y = cookie[i].substr(cookie[i].indexOf("=") + 1); x = x.replace(/^\s+|\s+$/g, ""); if (x == param_name) { return unescape(y); } } } //function to create cookie function setCookie(param_name, value, exdays) { var exdate = new Date(); exdate.setDate(exdate.getDate() + exdays); //CHANGE DOMAIN BELOW TO MATCH SITE var c_value = escape(value) + ((exdays == null) ? "" : "; domain=charterschoolcapital.org; path=/; expires=" + exdate.toUTCString()); document.cookie = param_name + "=" + c_value; c_value = escape(value) + ((exdays == null) ? "" : "; domain=www.charterschoolcapital.org.com; path=/; expires=" + exdate.toUTCString()); document.cookie = param_name + "=" + c_value; } //function to check if cookie exists and, if so, run the setCookie function function checkCookie(param_name, param_url_name) { var param_value = getCookie(param_name); if ((param_value != null && param_value != "" && param_value != "undefined") && ppcUseLatestValues == false) { //this means the param name/value pair exists - and we don't want to use latest } else { //this means the param name/value pair does not exist - so create it //grab values from URL var pageURL = window.location.search.substring(1); var URLVariables = pageURL.split('&'); for (var i = 0; i < URLVariables.length; i++) { var parameterName = URLVariables[i].split('='); if (parameterName[0] == param_url_name) { //filter out "#" in case that is in the last URL param param_value = parameterName[1].split("#")[0]; } } if (param_value != "undefined" && param_value != "" && param_value != null) { //create cookie setCookie(param_name, param_value, 365); } } } //function to setup the parameters and save the cookie values function ppcUrlCookiePart1() { //setup list/array of parameters desired. names on right should match querystring names var param_names = new Array( 'ppcSource;utm_source', 'ppcMedium;utm_medium', 'ppcCampaign;utm_campaign', 'ppcAdGroup;utm_adgroup', 'ppcKeyword;utm_term', 'ppcContent;utm_content' ); //loop through all params and create cookie for (i = 0; i < param_names.length; i++) { var param_object = param_names[i].split(";");//split out the cookie name and url name var param_name = param_object[0]; var param_url_name = param_object[1]; //start the cookie creation checkCookie(param_name, param_url_name); } } //function to grab cookie params function mGetCookie(param_name) { var i, x, y, cookie = document.cookie.split(";"); for (i = 0; i < cookie.length; i++) { x = cookie[i].substr(0, cookie[i].indexOf("=")); y = cookie[i].substr(cookie[i].indexOf("=") + 1); x = x.replace(/^\s+|\s+$/g, ""); if (x == param_name) { return unescape(y); } } } //function to check if cookie exists and, if so, fill out the corresponding form fields function mCheckCookie(param_name, param_field_name) { var param_value = mGetCookie(param_name); if (param_value != null && param_value != "" && param_value != "undefined") { try { var obj1 = document.getElementsByName(param_field_name); obj1[0].value = param_value; return true; } catch (err) { return false; } } return false; } //function to setup parameters and begin cookie value insertion into marketo form function ppcUrlCookiePart2() { //setup list/array of parameters desired. names on right should match hidden form field names var param_names = new Array( 'ppcSource;UTMSource', 'ppcMedium;UTMMedium', 'ppcCampaign;UTMCampaign', 'ppcAdGroup;UTMAdgroup', 'ppcKeyword;UTMTerm', 'ppcContent;UTMContent' ); //loop through all params and create cookie for (i = 0; i < param_names.length; i++) { var param_object = param_names[i].split(";");//split out the cookie name and url name var param_name = param_object[0]; var param_field_name = param_object[1]; //start the cookie creation mCheckCookie(param_name, param_field_name); } } //ppcUrlCookiePart1 will grab values from the querystring and save them in cookies ppcUrlCookiePart1(); //ppcUrlCookiePart2 will retrive values from the cookies and populate the hidden form fields - should be in the onload try { //attempt for Marketo form MktoForms2.whenReady(function (form){ ppcUrlCookiePart2(); }); } catch (err) { //if error on Marketo form, try loading for regular form. ppcUrlCookiePart2(); }