"How do we engage the world now?"

“ How do we engage the world now”? Communications Summit University of Notre Dame January 13 , 2011

1. The higher education environment…
Restricted $$$ resources for 10 years
60-80% of best world universities in U.S.
Special stress for public sector
http://net.educause.edu/forum/

An example at Dartmouth … http://www.dartmouth.edu/~news/releases/2009/11/07.html
2009 operating expenses of $735 million vs. $701 million operating revenue
Gross tuition revenue of $232 million; net tuition revenue of $133 million after $99 million in financial aid
Need to reduce withdrawal from $2.8 billion endowment from 6.3% to 5-5.5%
Solution includes: significant staff & program reductions

Opportunities…
Strong brands will suffer less from aversion to debt
A “merit aid” sweet spot to attract students who will pay most, but not all, of the “sticker price” tuition
Targeted hiring, funding for new faculty by financially strong universities

2. The Notre Dame brand today…
Impressions of a (relatively) new explorer

The Notre Dame brand…
Conservatively Catholic
Very high admission standards
Football
Highest listed Catholic national research university

“ Pride events” in 2010…
Increased funding for research
Active support for “right to life”
3 Academy appointments
New VP for internationalization

Top 50 National Research Universities http://mup.asu.edu/research.html
#3: Stanford University
#6: Duke University
#17: Washington University in St. Louis
#22: University of Chicago
#26: Northwestern University
#27: Vanderbilt University
#34: University of Notre Dame
#38: Dartmouth College
Center for Measuring University Performance

Research university brand strength vs. Top 50…
Endowment assets… #13 in 2008
Annual giving… #22 in 2008
Undergrad SAT range… #23 in 2007

Research university brand weakness vs. Top 50…
Total research $$$... #148 in 2007
Federal research $$$... #134 in 2007
National academy faculty… #110 in 2008
Adv training doctorates… #100 in 2008
Adv training post-doc… #98 in 2007

3. The marketing environment in higher education…
Old stuff continues in new formats
Online communication grows
Less control over “the brand message”

Reality marketing…
Social media contacts demands marketing campaigns reflect reality…
The final blow to Potemkin’s Village marketing
No university is Disney World
Don’t claim what isn’t true
Don’t claim what isn’t verifiable

Brand marketing…
Prepare for unexpected responses…
American University
Drake University
Purdue University
Every university has a brand that’s difficult to change
Brand change requires huge resources to support clever campaigns
Easier to get “clever” than the “resources”

Direct marketing…
Social media offers new opportunities for direct marketing:
Facebook
LinkedIn
Twitter
Privacy concerns aside, personal info from social media sites allows marketers to focus advertising where it will work best

Communication continues to evolve… http://bit.ly/hEfQXM

Moving to end of print? http://adage.com/ces/article?article_id=148047

Social Media traffic… Jan 1, 2011 http://www.hitwise.com/resources/data-center.php
1. Facebook……………63.25%
2. YouTube…………….19.20%
3. MySpace……………...2.53%
4. Yahoo! Answers……… .98%
5. Twitter…………………. .97%
12. LinkedIn……………… .23%

How people use social media… Data from Forrester Research Technographics® surveys, 2010
Creators………………. 23%
Conversationalists…… 31%
Critics…………………..33%
Collectors………………19%
Joiners………………….59%
Spectators……………...69%
Inactives………………..19%

Video story telling grows in impact… http://www.youtube.com/wustlpa

Especially to tell an academic story… http://www.youtube.com/wustlpa#g/c/B3245F4DDD920C70

Social media mash-ups on website… http://bit.ly/iiVjMK

Online shopping moves to FB…

Program centric: faculty blogs http://www.hbs.edu/about/connect/

Program centric: social media mash-up http://www.mgt.ncsu.edu/mba/news/social/

Program centric: YouTube http://www.youtube.com/user/utmccombsschool

4. The new world of “Mobile”
New approach to web design…
Emphasis on top task completion

Searching for Vanderbilt by mobile…

Don’t start people at the iPhone trap…

Start people here instead…

Top tasks get priority placement…

Mobile tasks: recruitment
Find academic program list
Register for a campus visit
Inquire about enrollment… if simple
Check application status
Pay an enrollment deposit

5. Follow the Internet research…

Pew Internet research reports… http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx

Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html

"How do we engage the world now?"

by Bob Johnson on Jan 12, 2011

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"How do we engage the world now?" — Presentation Transcript