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.”
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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
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And in 2009 in Michigan…
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Will evolution save newspapers?
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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…
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The future of smart phones…
Your website on a small screen?
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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
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Your publications on e-readers…
http://en.wikipedia.org/wiki/E-book_device#Specialized_devices
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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.
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How strong is the wind blowing?
A steady breeze?
A hurricane?
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What are high school students
saying?
2007 Noel Levitz “E-Expectations Class of 2007”
Prefer web for information… 57%
Prefer print for information… 43%
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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.”
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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
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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%
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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%
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New news at July 2009 ACT EPC…
Print view books dropped at…
– Indiana University
– Suffolk University
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2.
Social media compels reality
marketing
Less impact for view books from
Lake Wobegon
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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
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Students tell faculty stories…
University at Albany
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The good and the ugly on YouTube…
University at Albany
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Facebook… People will talk
SUNY New Paltz
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Today’s communication
environment…
More students prefer online communication…
Print consumes more resources than online…
More students stay in “stealth” mode longer…
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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…”
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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
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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
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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…
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A strong, immediate brand impact…
http://www.uconn.edu/
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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
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Words and content to engage visitors…
http://www.kenan-flagler.unc.edu/programs/emba/index.cfm
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Easy to scan for brand message…
http://www.smith.edu/about_howsmithfeels.php
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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
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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
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FAQs in video introduce people…
http://admissions.richmond.edu/faq/
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Campus tours introduce people…
http://www.mtholyoke.edu/cic/tour/
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Establish credibility with frank talk…
http://www.muhlenberg.edu/admissions/aid.html
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Integrate website & social networks…
http://www.phoenix.edu/students/online_communities.html
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4.
Getting an online inquiry…
Give a reason to reveal identity…
Make it easy to become an online inquiry
to get the benefit
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Offer a viewbook in online format…
http://www.risd.edu/undergraduate/Default.aspx
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Estimates for net costs…
http://www.financialaid.utoledo.edu/estimator/
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Tips to help acceptance chances…
http://apps.carleton.edu/admissions/apply/essay_tips/
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Priority scholarship review status…
http://www.drew.edu/cla/admissions.aspx?id=24689#
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Short inquiry forms encourage action…
http://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.html
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5.
After an online inquiry…
Regular contact is critical…
At least once a month
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Consistent, frequent email contact…
May 2006………………………December 2007
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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
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Be careful with PDF solutions…
http://www.i-studentadvisor.com/loyalist/loyalist-english.html
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6.
Final conversion steps…
Personal IM & text contacts…
Telephone contact…
Special website features
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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
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Online enrollment deposit…
http://www.admissions.umich.edu/admitted/edr.php
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Orientation info for students &
parents…
http://www.sxu.edu/focus/default.asp.... http://www.sxu.edu/focus/parents.asp
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Selecting a roommate online…
Rutgers University
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The summary…
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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
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Useful sources of information…
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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
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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
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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
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