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Putting a Face to Cyberspace
 

Putting a Face to Cyberspace

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Innovative marketing and recruitment techniques that work!

Innovative marketing and recruitment techniques that work!

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    Putting a Face to Cyberspace Putting a Face to Cyberspace Presentation Transcript

    • Putting a Face to Cyberspace Evolving your recruitment marketing practices UCPEA Northeast Regional Conference Ogunquit, ME / 10.28.10 Todd  Gibby,  CEO,  Intelliworks,  Inc. email:  todd.gibby@intelliworks.com twitter:  @tgibby WWW.INTELLIWORKS.COM
    • Noise Discover Educate Engage Enroll Yield Analyze Signal
    • Noise Discover Educate Engage Enroll Yield Analyze Signal
    • Noise Discover Educate Engage Enroll Yield Analyze Signal
    • Noise Discover Educate Engage Enroll Yield Analyze Signal
    • Noise Discover Educate Engage Enroll Yield Analyze Signal
    • Noise Discover Educate Engage Enroll Yield Analyze Signal
    • Noise Discover Educate Engage Enroll Yield Analyze Signal
    • EVOLUTIONEconomic   Demographic   Consumer   Technology  Trends Trends Trends Trends
    • EVOLVING  CONSUMERS 7 percent of  babies have  an  email  address 92  percent  of  toddlers  have  an  online   presencesSource:  AVG  Internet  Security  Study,  October  2010does  the  likelihood  that  he  or  she  will  research  and  apply  online.  And  as  online  tenure  increases,  consumers  are  more  apt  to   Forrester  Research
    • EVOLVING  COMMUNICATIONS question  where  they  currently  are  and  how  we  can   push  content  to  them?   It  seems  that  in  our  strategies,  we  are  building  a  pull-­‐ environment  for  a  push-­‐ -­‐Mark  Hoetning,  CIO,  Arkansas  State  University   (via  EDUCAUSE  Listserv)
    • ? The  Facebook Experience 1. Login 2. 3. Randomly  browse  the  site 4. Log  off University   Presence  
    • The  Facebook  Experience1. Login2.3. Randomly  browse  the  site4. Log  off University   Presence  
    • EVOLUTION  OF  RECRUITMENT  MARKETINGFinding  and   Facilitating Conversation  to   Evolving  Your  Getting  Found Conversations   Conversion: Practices Signal  vs.  Noise
    • Putting a Face to Cyberspace Evolving to meet student expectations Clarifying strategic approach Setting & measuring benchmarks for success
    • THE  DECK  ISSTACKED,  RIGHT?
    • FAVORABLE  TRENDSDEMAND:  Less  than  16%  of  those enrolled  in  students  (18-­‐22)DELIVERY:  Availability  of  online  and  hybrid  programs  makes  these  programs  more  accessible  than  ever  beforeVALUE:  Even  in  a  recession,  people  are  better  off  with  an  education  than  withoutCOMPETITION:  Increasing  cost  and  scrutiny  of  for-­‐profit  educators  have  made  not-­‐for-­‐profit  adult  education  providers  even  more  appealing
    • UNCERTAIN  LANDSCAPE Americans  are  growing  more  educated,  but  progress   appears  to  be  slowing  among  younger  adults. While  the  share  of  U.S.  adults  holding  a  four-­‐year   college  degree  rose  from  24  percent  to  28  percent   from  2000  to  2008,  a  lower  share  of  25  to  34  year-­‐olds   than  35  to  44  year-­‐olds  held  a  four-­‐year  college  degree   in  2008,  a  reversal  from  the  pattern  in  2000.  Nearly  a   quarter  of  those  younger  adults  have  completed   some  college,  but  not  a  degree. Source:  Brookings  Institutions,  Report  on  Education  Attainment,  July  2010
    • MANAGING  INTERACTIONSI  skate  to  where  the  puck  is  going  to  be,  not  where  it  has  been.   -­‐ Wayne  Gretzky
    • WEB:  92  percent  said  that  they  would  be  disappointed  with  a  school  or  remove  it  entirely   SOCIAL  MEDIA:  76  percent of  students  supported  schools  creating  their  own  private  social  networks  for  prospective  students. MOBILE:  23  percent of  respondents  reported  searching  college  sites  from  their  smart  phones.Source:  Noel-­‐ -­‐Recruitment  Efforts  to  Meet  the  Expectations  of  College-­‐
    • Source:  Community  College  Student  Engagement  Survey,  June  2009
    • MUCH MORE  DISCERNING ECONOMY:  46  percent claimed  that  the  current  economic  crisis  had  caused  them  to  reconsider  the  schools  they  would  apply  to  or  attend an  increase  from  34  percent  just  last  year.Source:  Noel-­‐ -­‐Recruitment  Efforts  to  Meet  the  Expectations  of  College-­‐
    • Putting a Face to Cyberspace Evolving to meet student expectations Clarifying strategic approach Setting and measuring benchmarks for success
    • You  will  fail  without  a  strategy.
    • STRATEGY  STARTS  WITH  YOUR  CUSTOMER
    • STRATEGY  STARTS  WITH  YOUR  CUSTOMER WHAT:  What  is  their  program  /  degree  of  interest? HOW:  What  is  their  preferred  format  of  course  delivery? WHY:  What  are  their  motivations? HOW  WELL:  How  would  they  calculate  a  ROI?
    • DEGREE  OF  INTEREST Source:  Stamats,  AdultS  tudents  Talk  Survey  2010
    • COURSE  FORMAT Source:  Stamats,  AdultS  tudents  Talk  Survey  2010
    • COURSE  FORMAT 43% 27% 30% Online On  Campus Hybrid Source: Intelliworks Poll,  October  2010    n=214
    • COURSE  FORMAT  BY  AGE Online On  Campus Hybrid 20% 39% 44% 48% 30% 22% 54% 40% 60% 30% 16% 7% 18-­‐24 25-­‐34 35-­‐54 55+ Source: Intelliworks Poll,  October  2010    n=214
    • FIGURE  OUT  WHAT
    • STUDENT  MOTIVATIONS: WHAT  THEY  WANT 2% 6% Student  Motivations Career  Advancement Earn  More  Money 28% Personal  Enrichment 52% Change  Careers Other 12% Source:  Intelliworks  LinkedIn  Poll,  October  2009  (n  =  355)
    • HOW  IS YOUR  INSTITUTION  PROVING  ITS  WORTH? 18% 15% How  Institutions  Prove  ROI Increased  Earnings/Salary Improved  Job  Placement 6% 20% Reached  Personal  Goals Advanced  to  Higher  Degree   Do  Not  Track 33% Source:  Intelliworks  LinkedIn  Poll,  October  2009  (n  =  100)
    • WHY  DO  MOTIVATIONS  MATTER?
    • DEVELOPING  PERSONAS
    • 1 What  are  they  like?2 Why  are  they  here?3 What  keeps  them  up  at  night?4 How  can  you  solve  their  problem?5 What  do  you  want  them  to  do?6 How  can  you  best  reach  them?7 How  might  they  resist? ©  duarte.com  2008  
    • THINKING  INHUMAN  TERMSThe  Doubting  ThomasHe  went  straight  to  work  after  high  schooland   to  get  ahead  in  his  career like  to  go  back  and  earn  his  dwant  to  leave  his  job.
    • THINKING  INHUMAN  TERMSof  your  school.    And  neither  have  herfriends.
    • THINKING  INHUMAN  TERMSHis  division  II  football  career  may  be  over,  but  he  never  lost  his  passion  for  sports.the  industry  though,  and  thinks  an  MBAin  Sports  Marketing  might  get  him  backin  action.
    • WHY?Understand  their  decision-­‐making  process.Understand  their  communication  style.Discover  pain  points/barriers  to  enrollment.Validate  or  deny  your  assumptions  and  avoid  stereotypes.    
    • THINKING  INHUMAN  TERMSThe  Idea  Manown  company,  and  is  ready  to  retire,  but  affluent  professionals  like  him  may  preferto  learn  at  their  own  pace  while  enjoying  their  golden  years.
    • THEN  FIGURE  OUTWHERE  /  HOW TO  FIND  THEM.  
    • PREFERRED  COMMUNICATIONS  CHANNELSQ:  Would  you  want  to  receive  information  about  a  college  or   university  via  __________________? Yes No 75 74 84 92 96 25 26 16 8 4 Text  Message Email Facebook Telephone Postal  Mail Source:  Intelliworks  LinkedIn  Poll,  January  2010  (n=100)
    • need  to  get  his  or  her  permission  with  some  kind  of   Once  a  customer  volunteers  his  or  her  time,  youre  on  your  way  to  establishing  a  long-­‐term   Seth  Godin,  Author,  Permission  Marketing
    • (Source:  Stamats)Source:  XKCD.com
    • WEBSITE  FEATURES  THAT  MATTER Virtual  Tours Personlization RSS  feeds A  lot  of  value Online  course  catalog Extreme  value Cost  calculator Campus  visit  form Online  Application 0 20 40 60 80 100 Source:  Noel-­‐Levitz,  August  2010
    • DEFINING  YOUR  STRATEGY:  WHAT  REALLY  MATTERS WHAT:  What  is  their  program  /  degree  of  interest? HOW:  What  is  their  preferred  format  of  course  delivery? WHY:  What  are  their  motivations? HOW  WELL:  How  would  they  calculate  a  ROI?
    • WHAT  YOU  SEE  HAPPENING Education Engagement Application   /  Enrollment Enrolled  Student
    • Education Education Education Engageme Engageme Engageme nt nt nt Applicatio Applicatio Applicatio n  /   n  /   n  /   Enrollmen Enrollmen Enrollmen t t t Enrolled  Student Enrolled  Student Enrolled  Student Education Education EducationEngageme Engageme Engageme nt nt nt Applicatio Applicatio Applicatio n  /   n  /   n  /   Enrollmen Enrollmen Enrollmen t t tEnrolled  Student Enrolled  Student Enrolled  Student
    • Putting a Face to Cyberspace Evolving to meet student expectations Clarifying strategic approach Setting and measuring benchmarks for success
    • MORE
    • Awareness Inquiry Follow Up Engagement Qualification Application Admissions Enrollment RetentionMORE
    • GOT  S.M.A.T.?
    • Growth IntelligenceQuality Efficiency
    • DO  THESE  LOOK  FAMILIAR? Goals Growth:  Increase  Enrollment Efficiency:  Improve  Staff  Productivity Quality:  Enhance  Effectiveness  of  Student  Contact Intelligence:  Control  Data  Sharing
    • SURVEY  SAYS!Source:  Intelliworks  Email  Poll  of  UCEA/Eduventures  Members,  April  2010
    • GROWTH Increase  inquiries,   applications,  enrollments,  etc. Growth Raise  awareness  of  your   program  in  the  market Intelligence Expand  the  diversity  of  your   offeringsQuality Efficiency
    • GROWTH Increase  inquiries,   applications,  enrollments,  etc. Growth Raise  awareness  of  your   program  in  the  market Intelligence Expand  the  diversity  of  your   offeringsQuality Efficiency
    • EFFICIENCY Reduce  the  number  of  clicks  it   takes  to  complete  an   Growth application Improve  your  inquiry   Intelligence response  time Automate  workflow  and   communicationsQuality Efficiency
    • QUALITY Attract  more  qualified   students  or  attract  the  right   Growth students  for  your  program Differentiate  your  program   Intelligence from  the  competition Improve  customer  experienceQuality Efficiency
    • INTELLIGENCE Year-­‐over-­‐year  comparisons   of  your  key  metrics Growth Responses  to  your  marketing   messages  (opens/click   Intelligence throughs,  etc.) Engagement  of  your   communityQuality Efficiency
    • HELP  THEM  FIND  YOU Goal Supplement  database  with  quality  leads Purchased  Lists:  Lower  cost,  raise  results Calculate  and  track  marketing  ROI Tactics Drive  search  traffic  to  online  inquiry  forms Capture  lead  source  data Send  TARGETED  email  campaigns  to  opt-­‐ins Results   NO  LISTS  PURCHASED Over  30,000  Inquiries  in  6  months Visibility  to  Recruiter  Activities Marketing  Dollar  Spend  Analysis Built  In  Analytics  =  Real  Time  Access  To  Data
    • CoordinatedConsistentCompelling
    • FIU  BUSINESS:  UNCOMMON  THINKERS Applicants  up  more  than  50%  over  3  years Admits  up  more  than  60%  over  3  years Enrolled  up  nearly  75%    over  3  yearsBut,  also.. Info  Session  Attendance  up  more  than  200%  over  3  years RSVP  /  $  and  LinkedIn
    • THE  KEYS  TO  SUCCESS1. Know  your  students2. Hire  good  communicators3. -­‐4. Take  a  proactive  approach  to  student  advising5. Automate  routine  communications6. Hire  faculty  suited  to  online  teaching7. Set  and  maintain  high  standards  for  student/faculty   communication8. Evaluate,  evaluate,  evaluate9.10. Use  cross-­‐functional  teams  to  develop  enhancements   and  improvements Source:  American  Public  University  System  and  Intelliworks
    • MEASUREMENT, ANALYSIS& IMPROVEMENT
    • Awareness Inquiry Follow Up Engagement Qualification Application Admissions Enrollment RetentionCompletion
    • TREAT  DIFFERENT  STUDENTS  DIFFERENTLY Strategic  Objectives Custom  design  of  communications  plan;   points  of  contact  based  on  individual   student  characteristics  and  individual   program  marketing  plan. Automated  yet  personalized   communications.
    • BREAK  DOWN  SILOS Consolidate  Information Provide  a  central  location  to  share  and   collaborate  on  prospect  data. Share  goals  and  reports  across  the   organization. Transfer  knowledge  from  one  person  to   another. Eliminate  error  from  manual  calculations   and  various  data  management  issues.
    • MEASURE  THE  BASICSEstablish  benchmarks Student  Inquiries Web  site  Traffic Event  Attendees Applicants
    • Growth IntelligenceQuality Efficiency
    • Putting a Face to Cyberspace Evolving to meet student expectations Clarifying strategic approach Setting & measuring benchmarks for success
    • EVOLUTIONEconomic   Demographic   Consumer   Technology  Trends Trends Trends Trends
    • RESOURCESHigher  Education  and  Social  Media http://www.intelliworks.com/blog http://www.ustream.tv/user/intelliworks/videos http://www.slideshare.net/intelliworksCreating  Marketing  Personas http://video.google.com/videoplay?docid=-­‐1799477031032190172&hl=en# http://technomarketer.typepad.com/technomarketer/2008/04/developing-­‐pers.htmlMarketing  Charts http://www.marketingcharts.comCartoons http://www.tomfishburne.com/ http://www.xkcd.com
    • THE  END.Todd  Gibby,  CEO,  Intelliworks,  Inc.email:  todd.gibby@intelliworks.comtwitter:  @tgibbyWWW.INTELLIWORKS.COM