“ How do we engage the world now”? Communications Summit University of Notre Dame January 13 , 2011
1. The higher education environment… <ul><li>Restricted $$$ resources for 10 years </li></ul><ul><li>60-80% of best world ...
An example at Dartmouth … http://www.dartmouth.edu/~news/releases/2009/11/07.html <ul><li>2009 operating expenses of $735 ...
Opportunities… <ul><li>Strong brands will suffer less from aversion to debt </li></ul><ul><li>A “merit aid” sweet spot to ...
2. The Notre Dame brand today… <ul><li>Impressions of a (relatively) new explorer </li></ul>
The Notre Dame brand… <ul><li>Conservatively Catholic </li></ul><ul><li>Very high admission standards </li></ul><ul><li>Fo...
“ Pride events” in 2010… <ul><li>Increased funding for research </li></ul><ul><li>Active support for “right to life” </li>...
Top 50 National Research Universities http://mup.asu.edu/research.html <ul><li>#3: Stanford University </li></ul><ul><li>#...
Research university brand strength vs. Top 50…  <ul><li>Endowment assets…  #13 in 2008 </li></ul><ul><li>Annual giving… #2...
Research university brand weakness vs. Top 50… <ul><li>Total research $$$... #148 in 2007 </li></ul><ul><li>Federal resear...
3. The marketing environment in higher education… <ul><li>Old stuff continues in new formats </li></ul><ul><li>Online comm...
Reality marketing… <ul><li>Social media contacts demands marketing campaigns reflect reality… </li></ul><ul><ul><li>The fi...
Brand marketing… <ul><li>Prepare for unexpected responses… </li></ul><ul><ul><li>American University </li></ul></ul><ul><u...
Direct marketing… <ul><li>Social media offers new opportunities for direct marketing: </li></ul><ul><ul><li>Facebook </li>...
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 <ul><li>1. Facebook……………63.25%  </li></...
How people use social media… Data from Forrester Research Technographics® surveys, 2010   <ul><li>Creators………………. 23%  </l...
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” <ul><li>New approach to web design… </li></ul><ul><li>Emphasis on top task completion </li></ul>
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 <ul><li>Find academic program list </li></ul><ul><li>Register for a campus visit </li></ul><ul><...
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  [...
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"How do we engage the world now?"

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Explores the challenges facing higher education marketing communications staff in the near future, including ongoing economic stress, brand value, social media, mobile communications and more.

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"How do we engage the world now?"

  1. 1. “ How do we engage the world now”? Communications Summit University of Notre Dame January 13 , 2011
  2. 2. 1. The higher education environment… <ul><li>Restricted $$$ resources for 10 years </li></ul><ul><li>60-80% of best world universities in U.S. </li></ul><ul><li>Special stress for public sector </li></ul><ul><ul><li>http://net.educause.edu/forum/ </li></ul></ul>
  3. 3. An example at Dartmouth … http://www.dartmouth.edu/~news/releases/2009/11/07.html <ul><li>2009 operating expenses of $735 million vs. $701 million operating revenue </li></ul><ul><li>Gross tuition revenue of $232 million; net tuition revenue of $133 million after $99 million in financial aid </li></ul><ul><li>Need to reduce withdrawal from $2.8 billion endowment from 6.3% to 5-5.5% </li></ul><ul><li>Solution includes: significant staff & program reductions </li></ul>
  4. 4. Opportunities… <ul><li>Strong brands will suffer less from aversion to debt </li></ul><ul><li>A “merit aid” sweet spot to attract students who will pay most, but not all, of the “sticker price” tuition </li></ul><ul><li>Targeted hiring, funding for new faculty by financially strong universities </li></ul>
  5. 5. 2. The Notre Dame brand today… <ul><li>Impressions of a (relatively) new explorer </li></ul>
  6. 6. The Notre Dame brand… <ul><li>Conservatively Catholic </li></ul><ul><li>Very high admission standards </li></ul><ul><li>Football </li></ul><ul><li>Highest listed Catholic national research university </li></ul>
  7. 7. “ Pride events” in 2010… <ul><li>Increased funding for research </li></ul><ul><li>Active support for “right to life” </li></ul><ul><li>3 Academy appointments </li></ul><ul><li>New VP for internationalization </li></ul>
  8. 8. Top 50 National Research Universities http://mup.asu.edu/research.html <ul><li>#3: Stanford University </li></ul><ul><li>#6: Duke University </li></ul><ul><li>#17: Washington University in St. Louis </li></ul><ul><li>#22: University of Chicago </li></ul><ul><li>#26: Northwestern University </li></ul><ul><li>#27: Vanderbilt University </li></ul><ul><li>#34: University of Notre Dame </li></ul><ul><li>#38: Dartmouth College </li></ul><ul><ul><li>Center for Measuring University Performance </li></ul></ul>
  9. 9. Research university brand strength vs. Top 50… <ul><li>Endowment assets… #13 in 2008 </li></ul><ul><li>Annual giving… #22 in 2008 </li></ul><ul><li>Undergrad SAT range… #23 in 2007 </li></ul>
  10. 10. Research university brand weakness vs. Top 50… <ul><li>Total research $$$... #148 in 2007 </li></ul><ul><li>Federal research $$$... #134 in 2007 </li></ul><ul><li>National academy faculty… #110 in 2008 </li></ul><ul><li>Adv training doctorates… #100 in 2008 </li></ul><ul><li>Adv training post-doc… #98 in 2007 </li></ul>
  11. 11. 3. The marketing environment in higher education… <ul><li>Old stuff continues in new formats </li></ul><ul><li>Online communication grows </li></ul><ul><li>Less control over “the brand message” </li></ul>
  12. 12. Reality marketing… <ul><li>Social media contacts demands marketing campaigns reflect reality… </li></ul><ul><ul><li>The final blow to Potemkin’s Village marketing </li></ul></ul><ul><ul><li>No university is Disney World </li></ul></ul><ul><ul><li>Don’t claim what isn’t true </li></ul></ul><ul><ul><li>Don’t claim what isn’t verifiable </li></ul></ul>
  13. 13. Brand marketing… <ul><li>Prepare for unexpected responses… </li></ul><ul><ul><li>American University </li></ul></ul><ul><ul><li>Drake University </li></ul></ul><ul><ul><li>Purdue University </li></ul></ul><ul><li>Every university has a brand that’s difficult to change </li></ul><ul><ul><li>Brand change requires huge resources to support clever campaigns </li></ul></ul><ul><ul><li>Easier to get “clever” than the “resources” </li></ul></ul>
  14. 14. Direct marketing… <ul><li>Social media offers new opportunities for direct marketing: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Privacy concerns aside, personal info from social media sites allows marketers to focus advertising where it will work best </li></ul>
  15. 15. Communication continues to evolve… http://bit.ly/hEfQXM
  16. 16. Moving to end of print? http://adage.com/ces/article?article_id=148047
  17. 17. Social Media traffic… Jan 1, 2011 http://www.hitwise.com/resources/data-center.php <ul><li>1. Facebook……………63.25% </li></ul><ul><li>2. YouTube…………….19.20% </li></ul><ul><li>3. MySpace……………...2.53% </li></ul><ul><li>4. Yahoo! Answers……… .98% </li></ul><ul><li>5. Twitter…………………. .97% </li></ul><ul><li>12. LinkedIn……………… .23% </li></ul>
  18. 18. How people use social media… Data from Forrester Research Technographics® surveys, 2010 <ul><li>Creators………………. 23% </li></ul><ul><li>Conversationalists…… 31% </li></ul><ul><li>Critics…………………..33% </li></ul><ul><li>Collectors………………19% </li></ul><ul><li>Joiners………………….59% </li></ul><ul><li>Spectators……………...69% </li></ul><ul><li>Inactives………………..19% </li></ul>
  19. 19. Video story telling grows in impact… http://www.youtube.com/wustlpa
  20. 20. Especially to tell an academic story… http://www.youtube.com/wustlpa#g/c/B3245F4DDD920C70
  21. 21. Social media mash-ups on website… http://bit.ly/iiVjMK
  22. 22. Online shopping moves to FB…
  23. 23. Program centric: faculty blogs http://www.hbs.edu/about/connect/
  24. 24. Program centric: social media mash-up http://www.mgt.ncsu.edu/mba/news/social/
  25. 25. Program centric: YouTube http://www.youtube.com/user/utmccombsschool
  26. 26. 4. The new world of “Mobile” <ul><li>New approach to web design… </li></ul><ul><li>Emphasis on top task completion </li></ul>
  27. 27. Searching for Vanderbilt by mobile…
  28. 28. Don’t start people at the iPhone trap…
  29. 29. Start people here instead…
  30. 30. Top tasks get priority placement…
  31. 31. Mobile tasks: recruitment <ul><li>Find academic program list </li></ul><ul><li>Register for a campus visit </li></ul><ul><li>Inquire about enrollment… if simple </li></ul><ul><li>Check application status </li></ul><ul><li>Pay an enrollment deposit </li></ul>
  32. 32. 5. Follow the Internet research…
  33. 33. Pew Internet research reports… http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx
  34. 34. 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

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