Future Trends in Higher Education Marketing

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What can we expect in higher education marketing in 2014 and a bit beyond? These ideas were presented and discussed at an Academic Impressions conference on strategic student recruitment communications in June. Take a look and share your thoughts.

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Future Trends in Higher Education Marketing

  1. 1. FUTURE TRENDS IN HIGHER EDUCATION MARKETING ©ROBERTE.JOHNSON,PH.D.2014 Building a Strategic Recruitment Communications Plan Academic Impressions Orange County, CA June 25-27, 2014 Bob Johnson Consulting, LLC 1
  2. 2. Will marketing like this disappear? http://monstersuniversity.com/edu/ Bob Johnson Consulting, LLC 2
  3. 3. WHAT’S LIKELY TO CHANGE… Bob Johnson Consulting, LLC 3
  4. 4. “BIG DATA”… We will actually learn to use it. Especially in “search” activities. Shrink the scope of “outbound marketing.” Bob Johnson Consulting, LLC 4
  5. 5. INBOUND MARKETING… SEO, blogs, social media and more. Fewer, more interested prospects. Still a need to connect and convert. Bob Johnson Consulting, LLC 5
  6. 6. PERSONAL VIDEO STORIES… Realistic student story telling replaces PR and “marketing speak” content. Bob Johnson Consulting, LLC 6
  7. 7. ADOPTION OF CRM SOFTWARE… A major area for financial investment. A bigger area for staff training. Best with a “direct marketing” mind set. Will increase enrollment conversion. Bob Johnson Consulting, LLC 7
  8. 8. MOBILE APPS… Sophisticated marketing programs will continue to build specialized apps for an optimum online experience. Bob Johnson Consulting, LLC 8
  9. 9. SPECIALIZATION… “Department store” universities will shrink. It is easier to market a specialization than a commodity. Bob Johnson Consulting, LLC 9
  10. 10. WHAT’S LIKELY TO STAY THE SAME… Bob Johnson Consulting, LLC 10
  11. 11. PERSONAL CONTACT… Selling an expensive product benefits from personal contact via telephone, email, text and in-person meetings. Bob Johnson Consulting, LLC 11
  12. 12. CAN’T PREDICT… Bob Johnson Consulting, LLC 12
  13. 13. MARKETING AS PROMOTION ONLY… Can anyone drive this away? • “Academic excellence” & “Caring faculty” We can only hope. Bob Johnson Consulting, LLC 13
  14. 14. BRANDING CAMPAIGNS… More than just glitter w/o resources? Be what you are and what people know you are. Be patient. Bob Johnson Consulting, LLC 14
  15. 15. STRATEGY OF SHRINKAGE… Will residential liberal arts colleges adopt a strategy of “smaller is better” as did St. Michael’s College (VT)? Bob Johnson Consulting, LLC 15
  16. 16. TUITION DISCOUNTING… Will it end or shrink in private sector? Will it spread even more in the public sector? Bob Johnson Consulting, LLC 16
  17. 17. RESOURCES TO EXPLORE… Bob Johnson Consulting, LLC 17
  18. 18. Change in 10 years… http://www.evolllution.com/opinions/ways-higher-education-marketing-change-10-years/ Bob Johnson Consulting, LLC 18
  19. 19. Digital and social media trends… http://thefutureindex.wordpress.com/2013/10/29/7-digital-social-trends-for-higher-education-marketing/ Bob Johnson Consulting, LLC 19
  20. 20. Inbound marketing w/ HubSpot… http://www.hubspot.com/inbound-marketing Bob Johnson Consulting, LLC 20
  21. 21. Marketing automation… http://www.hubspot.com/marketing-automation-information Bob Johnson Consulting, LLC 21
  22. 22. How much will programs shrink? http://collegeof2020.com/ (21 April 2014) Bob Johnson Consulting, LLC 22
  23. 23. THANK YOU! Bob Johnson, Ph.D. (248.766.6425) bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC 23

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