How to Recruit Students using
New Media Outlets
ANDREW MEYERS - HOPE COLLEGE
BRAD J WARD - BLUEFUEGO
Twitter Hashtag: #macac
Evolution of Communication
Communication changes.
The medium changes.
The recruitment game has
changed.
traditional recruitment
1980s until now
1980s                             1990s
                                  paper applications
paper applications
          ...
early 2000s mid 2000s
online application   online application
primitive email      email communication (HTML)
communicatio...
a major shift
2004-2009
2004                            2005
HTML email campaigns more       online application continues to
plausible            ...
2006                        2007
Google Apps for Education   Facebook Pages become
introduced                  available
T...
2008                            2009
email campaigns grow            online application becomes
online application takes h...
changes to Butler
2007 to present
where I came in

    new position: electronic communication coordinator

                search process: outsourced

     ...
changes to Hope
2006 to present
where I came in

    email campaign: header image, text

      online application: outsourced

      website: hope.edu/adm...
traditional buy-in:
                                                                       OUTCOME
INDIVIDUAL
 “cool idea!...
new buy-in:
                                                                     OUTCOME
INDIVIDUAL
 “cool idea!”         ...
why is it this way?
✓ the ‘millenial’ generation or
   ‘generation Y’
  ✓ We’re on the fringe -- do the math!
  ✓ includes...
You can only offer so much offline.
Relationships > Technology
PRINT


ELECTRONIC
facebook statistics
Michigan
facebook
 76% of Michigan schools have a presence on Facebook

    Average: 2804 fans (Without MSU and UM: 1060)

 High Ra...
facebook
             64% of schools open to ‘Boxes’ tab
              36% of schools open to ‘Wall’ tab

Schools that ope...
hope college admissions
what we’ve been up to
• started using in fall 2008
• no HD from YouTube or Facebook at that point
• YouTube → questionable content
• now, YouTub...
video example
butler university admissions
what we were up to
the email
the metrics
the results



      T
personal shift
• attended Innovative Educators’ conference in
    Cincinnati (July 2008)
•   networked with other individu...
personal shift

•   attended Stamats conference in Philadelphia (October 2006)
•   began experimenting with new media site...
other things Hope is
• monthly video updates (shot, created, and edited in-house)
• using services like Zinch and Cappex t...
how can you stay on top
• be networking with us on Twitter
 • @bradjward and @andrewmeyers
• follow a select group of blog...
who has the first
  question?
contact us
Andrew Meyers
Office of Admissions, Hope College
meyers[at]hope.edu
twitter.com/andrewmeyers

Brad Ward
Chief Ex...
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
How to Recruit Students using New Media Outlets
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How to Recruit Students using New Media Outlets

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A presentation from MACAC 2009 in Grand Rapids, MI on recruiting students using new media.

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How to Recruit Students using New Media Outlets

  1. 1. How to Recruit Students using New Media Outlets ANDREW MEYERS - HOPE COLLEGE BRAD J WARD - BLUEFUEGO
  2. 2. Twitter Hashtag: #macac
  3. 3. Evolution of Communication
  4. 4. Communication changes.
  5. 5. The medium changes.
  6. 6. The recruitment game has changed.
  7. 7. traditional recruitment 1980s until now
  8. 8. 1980s 1990s paper applications paper applications telephone telephone brochures/letters brochures/letters magazine ads magazine ads television presence (athletics) television presence (athletics) Posters VHS Promo Tapes (more of the same)
  9. 9. early 2000s mid 2000s online application online application primitive email email communication (HTML) communication online advertising (banner ads, online advertising Google Adsense) Promo DVDs
  10. 10. a major shift 2004-2009
  11. 11. 2004 2005 HTML email campaigns more online application continues to plausible grow online application takes hold YouTube launches Flickr launches
  12. 12. 2006 2007 Google Apps for Education Facebook Pages become introduced available Twitter launches iTunes U launches Zinch launches
  13. 13. 2008 2009 email campaigns grow online application becomes online application takes hold standard schools begin to experiment twitter explodes in popularity with new media facebook becomes #1 youtube EDU launches
  14. 14. changes to Butler 2007 to present
  15. 15. where I came in new position: electronic communication coordinator search process: outsourced website: go.butler.edu/cs monitor/participate in all social media email marketing, usability testing, trends/research, data analysis
  16. 16. changes to Hope 2006 to present
  17. 17. where I came in email campaign: header image, text online application: outsourced website: hope.edu/admissions online presence: petersons, et al webmail: outsourced
  18. 18. traditional buy-in: OUTCOME INDIVIDUAL “cool idea!” some success, some frustration STAFF MEETING “should we do this?” COMMITTEE “yeah, we should do this” BOSS “hmm, I don’t know” INDIVIDUAL “this is too much work” timeline: 1 month
  19. 19. new buy-in: OUTCOME INDIVIDUAL “cool idea!” definite success, little frustration INDIVIDUAL “I’m going to try it out” INDIVIDUAL “nice. works and costs nothing!” BOSS “great work! what’s next?” timeline: 1 hour
  20. 20. why is it this way? ✓ the ‘millenial’ generation or ‘generation Y’ ✓ We’re on the fringe -- do the math! ✓ includes individuals born between 1980 and 2000 ✓ expectation that things should happen more quickly than they do ✓ “impatient and eager to live life now.” ✓ optimistic about life 5 years out 1Erickson, Tamara. Plugged in. Boston: Harvard Business School Press, 2008.
  21. 21. You can only offer so much offline.
  22. 22. Relationships > Technology
  23. 23. PRINT ELECTRONIC
  24. 24. facebook statistics Michigan
  25. 25. facebook 76% of Michigan schools have a presence on Facebook Average: 2804 fans (Without MSU and UM: 1060) High Ratio of Institution Comments to Fan Comments: Davenport University Kettering University Cornerstone University Ferris State University Wayne State University Michigan State University
  26. 26. facebook 64% of schools open to ‘Boxes’ tab 36% of schools open to ‘Wall’ tab Schools that open to Wall tab average 21% more conversation. 60% of MI schools not on Facebook are XS Private. 90% of MI schools not on Facebook are Private.
  27. 27. hope college admissions what we’ve been up to
  28. 28. • started using in fall 2008 • no HD from YouTube or Facebook at that point • YouTube → questionable content • now, YouTube for Edu • syndicating our content across all 3 platforms
  29. 29. video example
  30. 30. butler university admissions what we were up to
  31. 31. the email
  32. 32. the metrics
  33. 33. the results T
  34. 34. personal shift • attended Innovative Educators’ conference in Cincinnati (July 2008) • networked with other individuals in the field • got connected on Twitter • started a professional blog to share my thoughts (admittedlydutch.com) • productivity has noticeably increased
  35. 35. personal shift • attended Stamats conference in Philadelphia (October 2006) • began experimenting with new media sites • Used Twitter as my ‘personal brand platform’ • started a professional blog to share my thoughts (squaredpeg.com) • Saw the benefits and results of web-based recruiting
  36. 36. other things Hope is • monthly video updates (shot, created, and edited in-house) • using services like Zinch and Cappex to connect with students online • email campaign series • used Ning to develop a closed social network for our admitted students • starting to work on using Twitter • currently making a vendor selection for CRM
  37. 37. how can you stay on top • be networking with us on Twitter • @bradjward and @andrewmeyers • follow a select group of blogs, RSS • start with bloghighed.org • read some good books (http://bit.ly/ hebooks) • keep attending conferences • check out eduWeb and NACAC Annual Conference
  38. 38. who has the first question?
  39. 39. contact us Andrew Meyers Office of Admissions, Hope College meyers[at]hope.edu twitter.com/andrewmeyers Brad Ward Chief Explosion Officer, BlueFuego brad[at]bluefuego.com twitter.com/bradjward
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