Student Recruitment in an Online World: Marketing Communications in a World without Paper

Student Recruitment in an Online World: Creating a Marketing Communications Plan in a World without Paper ©Robert E. Johnson, Ph.D. 2009 eduWeb 2009 July 20, 2009 Chicago, Illinois Bob Johnson Consulting, LLC 1

Dartmouth College, February 9, 2009 “Communications will increasingly move from print to electronic media.” Bob Johnson Consulting, LLC 2

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 Bob Johnson Consulting, LLC 3

And in 2009 in Michigan… Bob Johnson Consulting, LLC 4

Will evolution save newspapers? Bob Johnson Consulting, LLC 5

1. Technology is enabling new communication styles and information sources Smartphones & E-readers… Weak boundaries between formal and informal information sources… No control of the stories that people tell… Bob Johnson Consulting, LLC 6

The future of smart phones… Your website on a small screen? Bob Johnson Consulting, LLC 7

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 Bob Johnson Consulting, LLC 8

Your publications on e-readers… http://en.wikipedia.org/wiki/E-book_device#Specialized_devices Bob Johnson Consulting, LLC 9

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. Bob Johnson Consulting, LLC 10

How strong is the wind blowing? A steady breeze? A hurricane? Bob Johnson Consulting, LLC 11

What are high school students saying? 2007 Noel Levitz “E-Expectations Class of 2007” Prefer web for information… 57% Prefer print for information… 43% Bob Johnson Consulting, LLC 12

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.” Bob Johnson Consulting, LLC 13

In higher education, 2007 to 2009… Print budget increase – Yes…. 27% No…. 65% Electronic publication budget increase – Yes…. 42% No…. 42% Karine Joly, www.higheredexperts.com 198 responses 38% private sector 4-year 42% public sector 4-year 6% public sector 2-year Bob Johnson Consulting, LLC 14

Electronic only in 2009… http://www.higheredexperts.com Application package… 18% – 2007… 8% Academic program brochure… 8% – 2007… 7% Viewbook… 5% – 2007… 0% Admissions/search brochure… 3% – 2007… 4% Bob Johnson Consulting, LLC 15

Moving toward an electronic state… http:// www.higheredexperts.com Application package… 41% Academic program brochure… 37% Admissions/search brochure… 31% Viewbook… 23% Viewbook – Electronic only, 2007… 0% – Electronic only, 2009… 5% Bob Johnson Consulting, LLC 16

New news at July 2009 ACT EPC… Print view books dropped at… – Indiana University – Suffolk University Bob Johnson Consulting, LLC 17

2. Social media compels reality marketing Less impact for view books from Lake Wobegon Bob Johnson Consulting, LLC 18

Lake Wobegon marketing… “All the women are strong, all the men are good-looking, and all the children are above average.” – Garrison Keillor A Prairie Home Companion With thanks to Mary Claire Bauer, Hudson Valley CC Bob Johnson Consulting, LLC 19

Students tell faculty stories… University at Albany Bob Johnson Consulting, LLC 20

The good and the ugly on YouTube… University at Albany Bob Johnson Consulting, LLC 21

Facebook… People will talk SUNY New Paltz Bob Johnson Consulting, LLC 22

Today’s communication environment… More students prefer online communication… Print consumes more resources than online… More students stay in “stealth” mode longer… Bob Johnson Consulting, LLC 23

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…” Bob Johnson Consulting, LLC 24

3. Meeting today’s challenge at 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 Bob Johnson Consulting, LLC 25

Critical conversion yield points… Cultivation requires engagement at 1st web visit and high yield at critical points on the recruitment cycle 1. Carewords capture initial interest 2. Visitor reveals identity to receive a special benefit 3. Inquiry decides to visit campus 4. Campus visitor decides to apply for admission 5. Accepted student sends enrollment deposit 6. Deposited student enrolls Bob Johnson Consulting, LLC 26

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… Bob Johnson Consulting, LLC 27

A strong, immediate brand impact… http://www.uconn.edu/ Bob Johnson Consulting, LLC 28

Words that students care about… Words people cared Words that didn’t rank about…Top 25% high…Low 25% – Advance your career – Accessible faculty – Balancing work, home, – Experience of faculty and school – Corporate sponsorship – Career advancement – Shaping leaders – Cost – Class diversity – Best school possible (industry or – Prestigious, well- experience) recognized degree – Format of program Bob Johnson Consulting, LLC 29

Words and content to engage visitors… http://www.kenan-flagler.unc.edu/programs/emba/index.cfm Bob Johnson Consulting, LLC 30

Easy to scan for brand message… http://www.smith.edu/about_howsmithfeels.php Bob Johnson Consulting, LLC 31

Easy access to academic programs… http://www.dickinson.edu/academics/programs.html The stronger the students, the more they want to find academic programs offered This Dickinson version lets visitors get information about several programs at the same time Bob Johnson Consulting, LLC 32

Early, prominent blog content… 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 Bob Johnson Consulting, LLC 33

FAQs in video introduce people… http://admissions.richmond.edu/faq/ Bob Johnson Consulting, LLC 34

Campus tours introduce people… http://www.mtholyoke.edu/cic/tour/ Bob Johnson Consulting, LLC 35

Establish credibility with frank talk… http://www.muhlenberg.edu/admissions/aid.html Bob Johnson Consulting, LLC 36

Integrate website & social networks… http://www.phoenix.edu/students/online_communities.html Bob Johnson Consulting, LLC 37

4. Getting an online inquiry… Give a reason to reveal identity… Make it easy to become an online inquiry to get the benefit Bob Johnson Consulting, LLC 38

Offer a viewbook in online format… http://www.risd.edu/undergraduate/Default.aspx Bob Johnson Consulting, LLC 39

Estimates for net costs… http://www.financialaid.utoledo.edu/estimator/ Bob Johnson Consulting, LLC 40

Tips to help acceptance chances… http://apps.carleton.edu/admissions/apply/essay_tips/ Bob Johnson Consulting, LLC 41

Priority scholarship review status… http://www.drew.edu/cla/admissions.aspx?id=24689# Bob Johnson Consulting, LLC 42

Short inquiry forms encourage action… http://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.html Bob Johnson Consulting, LLC 43

5. After an online inquiry… Regular contact is critical… At least once a month Bob Johnson Consulting, LLC 44

Consistent, frequent email contact… May 2006………………………December 2007 Bob Johnson Consulting, LLC 45

Include a quarterly online magazine… http://www.alumnae.mtholyoke.edu/blogs/blog/mount-holyoke-alumnae- quarterly Start sending when an inquiry is made Track interest in stories included Include links to main website Bob Johnson Consulting, LLC 46

Be careful with PDF solutions… http://www.i-studentadvisor.com/loyalist/loyalist-english.html Bob Johnson Consulting, LLC 47

6. Final conversion steps… Personal IM & text contacts… Telephone contact… Special website features Bob Johnson Consulting, LLC 48

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 Bob Johnson Consulting, LLC 49

Online enrollment deposit… http://www.admissions.umich.edu/admitted/edr.php Bob Johnson Consulting, LLC 50

Orientation info for students & parents… http://www.sxu.edu/focus/default.asp.... http://www.sxu.edu/focus/parents.asp Bob Johnson Consulting, LLC 51

Selecting a roommate online… Rutgers University Bob Johnson Consulting, LLC 52

The summary… Bob Johnson Consulting, LLC 53

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 Bob Johnson Consulting, LLC 54

Useful sources of information… Bob Johnson Consulting, LLC 55

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 Bob Johnson Consulting, LLC 56

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 Bob Johnson Consulting, LLC 57

Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC 248.766.6425 bob@bobjohnsonconsulting.com http://twitter.com/HighEdMarketing Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html Bob Johnson Consulting, LLC 58

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Student Recruitment in an Online World: Marketing Communications in a World without Paper

by Bob Johnson on Jul 20, 2009

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Student Recruitment in an Online World: Marketing Communications in a World without Paper — Presentation Transcript