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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 …

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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  • 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. Will marketing like this disappear? http://monstersuniversity.com/edu/ Bob Johnson Consulting, LLC 2
  • 3. WHAT’S LIKELY TO CHANGE… Bob Johnson Consulting, LLC 3
  • 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. 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. PERSONAL VIDEO STORIES… Realistic student story telling replaces PR and “marketing speak” content. Bob Johnson Consulting, LLC 6
  • 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. MOBILE APPS… Sophisticated marketing programs will continue to build specialized apps for an optimum online experience. Bob Johnson Consulting, LLC 8
  • 9. SPECIALIZATION… “Department store” universities will shrink. It is easier to market a specialization than a commodity. Bob Johnson Consulting, LLC 9
  • 10. WHAT’S LIKELY TO STAY THE SAME… Bob Johnson Consulting, LLC 10
  • 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. CAN’T PREDICT… Bob Johnson Consulting, LLC 12
  • 13. MARKETING AS PROMOTION ONLY… Can anyone drive this away? • “Academic excellence” & “Caring faculty” We can only hope. Bob Johnson Consulting, LLC 13
  • 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. 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. 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. RESOURCES TO EXPLORE… Bob Johnson Consulting, LLC 17
  • 18. Change in 10 years… http://www.evolllution.com/opinions/ways-higher-education-marketing-change-10-years/ Bob Johnson Consulting, LLC 18
  • 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. Inbound marketing w/ HubSpot… http://www.hubspot.com/inbound-marketing Bob Johnson Consulting, LLC 20
  • 21. Marketing automation… http://www.hubspot.com/marketing-automation-information Bob Johnson Consulting, LLC 21
  • 22. How much will programs shrink? http://collegeof2020.com/ (21 April 2014) Bob Johnson Consulting, LLC 22
  • 23. THANK YOU! Bob Johnson, Ph.D. (248.766.6425) bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC 23