When to Know When It's Time to Go Digital ©Robert E. Johnson, Ph.D. 2009 CUPRAP Fall West Workshop October 12, 2009 Pittsburgh, PA

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…

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…

Smartphones & E-readers…

Weak boundaries between formal and informal information sources…

No control of the stories that people tell…

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.

2. How strong is the wind blowing? A steady breeze? A hurricane?

A steady breeze?

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.”

Student recruitment, 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

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

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%

Application package… 18%

2007… 8%

Academic program brochure… 8%

2007… 7%

Viewbook… 5%

2007… 0%

Admissions/search brochure… 3%

2007… 4%

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%

Application package… 41%

Academic program brochure… 37%

Admissions/search brochure… 31%

Viewbook… 23%

Viewbook

Electronic only, 2007… 0%

Electronic only, 2009… 5%

3. Social media compels “reality marketing” messages Less impact for publications from Lake Wobegon

Less impact for publications from

Lake Wobegon

Lake Wobegon communication… “ 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

“ 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

Students tell faculty stories… University of Pittsburgh

The good and the ugly on YouTube… University at Albany

Facebook… People will talk SUNY New Paltz

4. Today’s communication environment… More prefer prefer online communication… But “writing right for the web” is a challenge… 5 seconds to connect on each page

More prefer prefer online communication…

But “writing right for the web” is a challenge…

5 seconds to connect on each page

A strong brand statement… http://www.uconn.edu/

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

“ Carewords” to engage visitors… http://www.kenan-flagler.unc.edu/programs/emba/index.cfm

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

5. Print to online… No PDFs No “flip” technology

No PDFs

No “flip” technology

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

For alumni, friends, parents… http://www.alumnae.mtholyoke.edu/blogs/blog/mount-holyoke-alumnae-quarterly

Try to avoid this… http://issuu.com/umson/docs/university_of_maryland_nursing

In favor of this… http://magazine.jhu.edu/

Email student recruitment…

Email estate planning…

To stay up-to-date…

Research on what people do… http://www.pewinternet.org/

Shameless self-promotion… http://www.bobjohnsonconsulting.com/

Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC 248.766.6425 [email_address] http://twitter.com/HighEdMarketing Customer Carewords Research for Engaging Websites: http://www.bobjohnsonconsulting.com/customercarewords.html