Capturing attention moving to enrollment
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Thanks to technology like smartphones and tablets that makes searching the internet easy and engaging, the expected online experience for students is changing. It doesn’t matter whether a student is buying a pair of shoes – or a college education – today’s generation expects short, instant and relevant information delivered in a way that meets individual wants, needs and lifestyle. Learn: • What other institutions are doing to make the online college search a tremendous "shopping" experience • How you can capture student attention with engaging, accessible, web-friendly content to make researching your school fun • Communication best practices and how to get started with a communication strategy that will work for you
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Capturing attention moving to enrollment
- 1. How to Capture Attention and Drive More Students Toward Enrollment
- 2. About Me Senior Account Manager, Higher Education Marketing Solutions 3 years with Hobsons It’s my birthday! 2
- 3. Capturing student attention What others are doing well Best practices and strategies that will work for you Chat your questions to Hobsons Webinars using the chat feature. 4 Agenda
- 4. v 5 90% < 50% Source: The Deck is Stacked.” [White Paper] Intelliworks, retrieved from http://www.hobsons.com/education-trends/resource-center/white-papers/
- 5. v 6
- 6. 7 How do we stand out?
- 8. v 9 The problem: 50% of teens and young adults in Australia hadn’t tasted a ‘Coke.’
- 9. v
- 10. v 11
- 11. v 12
- 12. 13 Participation and Mass Sharing
- 13. 76K virtual cokes shared 378K custom cans made 18.3 million+ media impressions 870% increase in Facebook traffic 7% growth in young adult consumption 4% increase in volume 3% increase in sales transactions 14 After three months:
- 14. 15 Attitudes changed! I like Coke! Coke does cool, new things! I love the Coca-Cola brand! Coke is for someone like me!
- 15. 16 Why did it work?
- 16. Getting creative with personalization can help you: 17 What does this mean for HE? GET NOTICED GENERATE BUZZ CAPTURE ATTENTION GET MORE APPLICATIONS ENROLL MORE STUDENTS STAND OUT FROM THE CROWD
- 17. How are HE institutions making this happen? 1
- 22. 23 Park University Pirate Life
- 35. University of New Haven
- 36. Sample: Digital magazine—Bloomfield College Sample: Digital magazine—Snapshot magazine Digital Magazines
- 39. Communication Strategies and Best Practices
- 40. 41 Ask yourself… Hmmmm, are we doing the same things we’ve always done? If so, REVISIT YOUR APPROACH
- 41. Don’t stop at the name You have the data – use it in a more powerful way! Capitalize on interests, location, etc 42 Make it personal
- 42. 43 Push your message out in several ways MESSAGE
- 43. 44 Target various audiences Students Parents Guidance Counselors Organizations where you can share your info
- 44. 45 Use CRM to track source codes CONNECTION S C O N T A C T S College Confidential CollegeView SuperMatch ----- Hobsons Media Services Interest Pages Request Info Pages Online-App Campus-Tour Form CRM (e.g., Hobsons Connect)
- 45. 46 Questions? Chat them now to Hobsons Webinars Or submit your questions later at http://go.hobsons.com/365question
Editor's Notes
- After three months:Young adult consumption increased significantly during the campaign, up by 7%18.3M+ media impressionsFacebook traffic increased by 870%Facebook page grew by 39%#1 most talked about Facebook page in Australia (23rd globally)76K virtual coke cans shared378K custom coke cans were madeChanged attitudes – teens claimed it gave a very positive impression of their brand, coke is always doing new things, is a brand they love, and is for someone like me.5%more were drinking cokeSales transactions grew by 3%Volume increased by 4%
- Peopleconnected with it, and could see it present in their lives, could envision themselves drinking a cokeIf you show someone how they fit before they even try, they are more inclined to buy (Doppelganger Effect)
- use separate codes for buckets of students. University of New Haven did this to communicate admissions reps by region
- Post launched an iPad, iPhone and android app to make their online view book more accessible on the go
- And to help promote it, they travel with small promotional fold-over print pieces to encourage students to download the app.
- Stop doing the same things you’ve always done. Check in regularly to identify comm strategy gaps and how you can fill those holes
- StudentsParentsGuidance counselorsOther places your materials can be present – library? Outside organization?