Imagining the Impossible: Recruitment Communications in a World without Paper ©Robert E. Johnson, Ph.D. 2009 39 th Annual SUNYCAP Conference Lake Placid, NY June 10-12, 2009

Dartmouth College, February 9, 2009 “ Communications will increasingly move from print to electronic media.”

“ Communications will increasingly move from print to electronic media.”

1981 prediction for 2006… “Most of what we read will be transmitted into our homes and offices electronically.” Barry Bingham Jr., Publisher, Louisville Courier-Journal, at his alumni reunion in 1981 Reported by Emily Bingham, his daughter, in Newsweek column, “Digital Dad vs. the Dinosaurs,” at http://www.newsweek.com/id/191406

“Most of what we read will be transmitted into our homes and offices electronically.”

Barry Bingham Jr., Publisher, Louisville Courier-Journal, at his alumni reunion in 1981

Reported by Emily Bingham, his daughter, in Newsweek column, “Digital Dad vs. the Dinosaurs,” at http://www.newsweek.com/id/191406

And in 2009 in Michigan…

Will evolution save the Free Press?

1. Technology is enabling new communication styles and information sources And people’s preferences are changing with the technology

The future of smart phones… Your website on a small screen

Mobile version of your website… 2010 Azusa Pacific University…http://www.apu.edu/m/ Class schedules Athletic schedules Dining menus Photos Directories News Orientation schedule

Class schedules

Athletic schedules

Dining menus

Photos

Directories

News

Orientation schedule

Your publications on e-readers… http://en.wikipedia.org/wiki/E-book_device#Specialized_devices

Limitations to adoption… http://www.coolreaders.com/readers.asp Price point is a barrier that will fall. Lack of color is a major limitation that will end. WiFi will allow links to websites from the readers. Music will enhance the experience.

Price point is a barrier that will fall.

Lack of color is a major limitation that will end.

WiFi will allow links to websites from the readers.

Music will enhance the experience.

Can we feel the wind blowing? A steady breeze or a hurricane?

What are high school students saying? 2007 Noel Levitz “E-Expectations Class of 2007” Prefer web for information… 57% Prefer print for information… 43%

Parents… 80% say… “ The E-Expectations of the Parents of College-Bound Students” Noel-Levitz “ I prefer to go to the Web site for information, but if it is a school I really like, I’m willing to call them or read brochures to get answers to my questions.”

2. Social media compels reality marketing Less impact for view books from Lake Wobegon

A bias against “marketing”… Most college view books tell stories from Lake Wobegon Websites, blogs, and other online stories need a “reality” and not a Lake Wobegon approach

Most college view books tell stories from Lake Wobegon

Websites, blogs, and other online stories need a “reality” and not a Lake Wobegon approach

Students tell faculty stories… University at Albany

The good and the ugly on YouTube… University at Albany

Facebook… People will talk about you SUNY New Paltz

Today’s communication environment… More students prefer online communication… Print consumes more resources than online… More students stay in “stealth” mode longer…

How can an online communication plan reduce stealth applicants? Create benefits for those who hide… “ If you identify yourself, we will do something special for you…”

3. Meeting today’s challenge from the start… How to communicate online during a recruitment cycle as long as 3 years… How to convert people from stealth mode to known inquiries

Critical yield points to increase conversion… Cultivation requires engagement from 1 st web visit and high yield at critical points on the recruitment cycle Carewords capture initial interest Visitor reveals identity to receive a special benefit Inquiry decides to visit campus Campus visitor decides to apply for admission Accepted student sends enrollment deposit Deposited student enrolls

Cultivation requires engagement from 1 st web visit and high yield at critical points on the recruitment cycle

Carewords capture initial interest

Visitor reveals identity to receive a special benefit

Inquiry decides to visit campus

Campus visitor decides to apply for admission

Accepted student sends enrollment deposit

Deposited student enrolls

At the first and early visits…. 3 important goals: Create initial engagement in 2 to 5 seconds Return for another visit Leave stealth mode as soon as possible

3 important goals:

Create initial engagement in 2 to 5 seconds

Return for another visit

Leave stealth mode as soon as possible

A strong, immediate brand impact… http://www.uconn.edu/

Easy to scan for brand message… http://www.smith.edu/about_howsmithfeels.php

Blog content right from the start… http://www.mitadmissions.org/ MIT admissions page Blog series is featured content 12 Students & 4 staff Includes a blog by the financial aid director MIT introduces people first

MIT admissions page

Blog series is featured content

12 Students & 4 staff

Includes a blog by the financial aid director

MIT introduces people first

Easy access to academic programs… http://www.dickinson.edu/academics/programs.html The stronger the students, the more they will want to find the academic programs offered Give them titles rather than text about the titles This Dickinson version lets visitors get information about several programs at the same time

The stronger the students, the more they will want to find the academic programs offered

Give them titles rather than text about the titles

This Dickinson version lets visitors get information about several programs at the same time

Words that students care about… Words people cared about…Top 25% Advance your career Balancing work, home, and school Career advancement Cost Best school possible Prestigious, well-recognized degree Words that didn’t rank high…Low 25% Accessible faculty Experience of faculty Corporate sponsorship Shaping leaders Class diversity (industry or experience) Format of program

Words people cared about…Top 25%

Advance your career

Balancing work, home, and school

Career advancement

Cost

Best school possible

Prestigious, well-recognized degree

Words that didn’t rank high…Low 25%

Accessible faculty

Experience of faculty

Corporate sponsorship

Shaping leaders

Class diversity (industry or experience)

Format of program

Words and content that engage visitors… http://www.kenan-flagler.unc.edu/programs/emba/index.cfm

FAQs in video… http://admissions.richmond.edu/faq/

Campus tours to introduce your students… http://www.mtholyoke.edu/cic/tour/

Establish credibility… http://www.muhlenberg.edu/admissions/aid.html

Integrate website and social networks… http://www.phoenix.edu/students/online_communities.html

4. Getting an online inquiry… Give a reason to reveal identity… And make it easy to become an online inquiry to get the benefit

Estimates for net costs… http://www.financialaid.utoledo.edu/estimator/

Tips to help acceptance chances… http://apps.carleton.edu/admissions/apply/essay_tips/

Add a quarterly online magazine… http://www.alumnae.mtholyoke.edu/blogs/blog/mount-holyoke-alumnae-quarterly

Priority scholarship review status… http://www.drew.edu/cla/admissions.aspx?id=24689#

Short inquiry form to encourage action… http://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.html

5. After an online inquiry… Regular contact is critical… At least once a month

Offer a viewbook in online format… http://www.risd.edu/undergraduate/Default.aspx

Consistent, frequent email contact… May 2006………………………December 2007

6. Final conversion steps… Personal IM & text contacts… Telephone contact… Special website features

IM, text messaging, telephone… http://www.mckendree.edu/prospective/admissions/IM_the_admission_staff.aspx Ask permission Offer options Phone IM Communicate as needed by admitted students Reserve for admitted students if capacity requires that

Ask permission

Offer options

Phone

IM

Communicate as needed by admitted students

Reserve for admitted students if capacity requires that

Online enrollment deposit… http://www.admissions.umich.edu/admitted/edr.php

Orientation info for students & parents… http://www.sxu.edu/focus/default.asp.... http://www.sxu.edu/focus/parents.asp

Selecting a roommate online… Rutgers University

The summary…

Repeating 7 key elements… More people prefer online communications Technology is changing and requires new resources to adapt communication plans Special customer-centric features increase initial engagement Create benefits for stealth explorers to register Plan frequent online follow-up Video plays a more important role Use analytics to measure success and make changes to what isn’t working

More people prefer online communications

Technology is changing and requires new resources to adapt communication plans

Special customer-centric features increase initial engagement

Create benefits for stealth explorers to register

Plan frequent online follow-up

Video plays a more important role

Use analytics to measure success and make changes to what isn’t working

Useful sources of information…

Industry specific research… Interactive Marketing Channels to Watch http://www.enrollmentmarketing.org/about.html Reviews enrollment management attitudes and concerns about adopting new technologies and outlines steps to a new strategy. E-Recruiting Practices report https://www.noellevitz.com Reports survey responses on recruitment practices and budgets. Senior Admissions and Enrollment Officers: Experiences and Attitudes http://www.maguireassoc.com/resource/archives_papers.html Survey reporting major pressures faced by enrollment leaders, including resources for new technologies

Interactive Marketing Channels to Watch

http://www.enrollmentmarketing.org/about.html

Reviews enrollment management attitudes and concerns about adopting new technologies and outlines steps to a new strategy.

E-Recruiting Practices report

https://www.noellevitz.com

Reports survey responses on recruitment practices and budgets.

Senior Admissions and Enrollment Officers: Experiences and Attitudes

http://www.maguireassoc.com/resource/archives_papers.html

Survey reporting major pressures faced by enrollment leaders, including resources for new technologies

For general background… http://www.pewinternet.org/ Writing, Technology and Teens Teens and Social Media It’s Personal: Similarities and Differences in Online Social Network Use Between Teens and Adults

Writing, Technology and Teens

Teens and Social Media

It’s Personal: Similarities and Differences in Online Social Network Use Between Teens and Adults

Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC 248.766.6425 [email_address] http://twitter.com/HighEdMarketing Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html