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

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

    1. 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
    2. Dartmouth College, February 9, 2009 “Communications will increasingly move from print to electronic media.” Bob Johnson Consulting, LLC 2
    3. 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
    4. And in 2009 in Michigan… Bob Johnson Consulting, LLC 4
    5. Will evolution save newspapers? Bob Johnson Consulting, LLC 5
    6. 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
    7. The future of smart phones… Your website on a small screen? Bob Johnson Consulting, LLC 7
    8. 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
    9. Your publications on e-readers… http://en.wikipedia.org/wiki/E-book_device#Specialized_devices Bob Johnson Consulting, LLC 9
    10. 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
    11. How strong is the wind blowing? A steady breeze? A hurricane? Bob Johnson Consulting, LLC 11
    12. 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
    13. 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
    14. 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
    15. 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
    16. 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
    17. New news at July 2009 ACT EPC… Print view books dropped at… – Indiana University – Suffolk University Bob Johnson Consulting, LLC 17
    18. 2. Social media compels reality marketing Less impact for view books from Lake Wobegon Bob Johnson Consulting, LLC 18
    19. 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
    20. Students tell faculty stories… University at Albany Bob Johnson Consulting, LLC 20
    21. The good and the ugly on YouTube… University at Albany Bob Johnson Consulting, LLC 21
    22. Facebook… People will talk SUNY New Paltz Bob Johnson Consulting, LLC 22
    23. 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
    24. 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
    25. 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
    26. 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
    27. 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
    28. A strong, immediate brand impact… http://www.uconn.edu/ Bob Johnson Consulting, LLC 28
    29. 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
    30. Words and content to engage visitors… http://www.kenan-flagler.unc.edu/programs/emba/index.cfm Bob Johnson Consulting, LLC 30
    31. Easy to scan for brand message… http://www.smith.edu/about_howsmithfeels.php Bob Johnson Consulting, LLC 31
    32. 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
    33. 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
    34. FAQs in video introduce people… http://admissions.richmond.edu/faq/ Bob Johnson Consulting, LLC 34
    35. Campus tours introduce people… http://www.mtholyoke.edu/cic/tour/ Bob Johnson Consulting, LLC 35
    36. Establish credibility with frank talk… http://www.muhlenberg.edu/admissions/aid.html Bob Johnson Consulting, LLC 36
    37. Integrate website & social networks… http://www.phoenix.edu/students/online_communities.html Bob Johnson Consulting, LLC 37
    38. 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
    39. Offer a viewbook in online format… http://www.risd.edu/undergraduate/Default.aspx Bob Johnson Consulting, LLC 39
    40. Estimates for net costs… http://www.financialaid.utoledo.edu/estimator/ Bob Johnson Consulting, LLC 40
    41. Tips to help acceptance chances… http://apps.carleton.edu/admissions/apply/essay_tips/ Bob Johnson Consulting, LLC 41
    42. Priority scholarship review status… http://www.drew.edu/cla/admissions.aspx?id=24689# Bob Johnson Consulting, LLC 42
    43. Short inquiry forms encourage action… http://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.html Bob Johnson Consulting, LLC 43
    44. 5. After an online inquiry… Regular contact is critical… At least once a month Bob Johnson Consulting, LLC 44
    45. Consistent, frequent email contact… May 2006………………………December 2007 Bob Johnson Consulting, LLC 45
    46. 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
    47. Be careful with PDF solutions… http://www.i-studentadvisor.com/loyalist/loyalist-english.html Bob Johnson Consulting, LLC 47
    48. 6. Final conversion steps… Personal IM & text contacts… Telephone contact… Special website features Bob Johnson Consulting, LLC 48
    49. 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
    50. Online enrollment deposit… http://www.admissions.umich.edu/admitted/edr.php Bob Johnson Consulting, LLC 50
    51. Orientation info for students & parents… http://www.sxu.edu/focus/default.asp.... http://www.sxu.edu/focus/parents.asp Bob Johnson Consulting, LLC 51
    52. Selecting a roommate online… Rutgers University Bob Johnson Consulting, LLC 52
    53. The summary… Bob Johnson Consulting, LLC 53
    54. 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
    55. Useful sources of information… Bob Johnson Consulting, LLC 55
    56. 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
    57. 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
    58. 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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