Imagining the Impossible: Recruitment Communications in a World Without Paper

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.”

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

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

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.

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

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

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

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

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

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 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

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

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

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

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

Imagining the Impossible: Recruitment Communications in a World Without Paper

by Bob Johnson on Jun 10, 2009

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