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Edu Web 2008 Presentation

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  • THIS IS A TEST
  • Transcript

    • 1. You Have Faculty Using Technology to Market... Are You Kidding Me? edu Web Conference July 21, 2008 Greg Williams, Ed.D.
    • 2. Greg Williams, Ed.D.
      • Director & Clinical Assistant Professor
      • Univ. of Maryland
      • [email_address]
      • www.gregwilliams.net
    • 3. Case Study Facts
      • Univ. Maryland, Baltimore County
      • Instructional Design & eLearning Graduate program
      • Enrollment declining
      • One year to improve
      • Staff of one
      • Faculty “in-charge” of marketing
    • 4. Program Enrollment FY 2003 – 1,035 Credit Hours FY 2004 – 771 Credit Hours FY 2008 – 1,239 Credit Hours 2004 – 2008 increase of 60%
    • 5. Changing Faculty Role
      • More comprehensive responsibilities
      • More non-traditional taks
      • Fewer tenure track opportunities
      • More accountability
      • Importance of advising
      • Increased PR & marketing role
      • “ This is not what I signed up for”
    • 6. Faculty Evaluation
      • Teaching
      • Research & publications
      • Service
      • What’s missing?
    • 7. Why People Don’t Perform (Robert Mager)
      • Don’t know how
      • Don’t know what’s expected
      • Don’t have the authority
      • Don’t get timely feedback/info
      • Punished or ignored for succeeding
      • Rewarded for doing wrong things
      • Nobody notices
    • 8. Why Should Faculty Market?
      • No Students = No Job
      • Link to external world
      • Promotes program & faculty
      • Start of advising relationship
    • 9. Case Study Facts
      • Univ. Maryland, Baltimore County
      • Instructional Design & eLearning Graduate program
      • Enrollment declining
      • One year to improve
      • Staff of one
      • Faculty “in-charge” of marketing
    • 10. Today’s Consumer
      • Search when they need to
      • They are in control
      • Little time to spend
      • Fast paced lifestyle
      • Search using tools they know
      • Think like “adult learners”
    • 11. Marketing Shift
    • 12. Marketing Shift
      • Mass media to customized
      • Control from advertisers to consumers
      • Sketchy results to measurable results
      • Limited Internet access to widespread
      • Few media tools to many tools
      • Traditional ads to Internet
    • 13. Typical Marketing Approach (graduate program)
      • Stale ideas (e.g. open house)
      • Mostly advertising
      • Program & services not evaluated
      • Ineffective inquiry mgt & follow-up
      • Passive use of technology
      • Little engagement of inquirers
    • 14. Comprehensive Approach
      • Needs assessment
      • Marketing research
      • Product development
      • Pricing
      • Distribution
      • Selling
      • Advertising
      • Public relations
    • 15. Analysis Results
      • Need for program
      • Student & alumni profile
      • Program quality good
      • Students, alums, employers liked program
      • Some new courses needed
      • Opportunity to go online
    • 16. Position Statement
      • Why are you unique?
      • Program & services differentiation
      • Problem you are solving?
      • What do you offer that others don’t?
      • Why should people associate with you?
    • 17. Focus on Customer Needs
      • What do they want & when
      • How do they look for it
      • Is your content meaningful?
      • Is your message reinforced?
    • 18. We’re Having Cookies!
    • 19. What Did Our Customers Want?
      • Career info
      • Professional development info
      • Answers to their job situation
      • How will program help them?
      • Career counseling
    • 20. Our Approach
      • Comprehensive marketing
      • Technology as communication
      • & marketing tool
      • Build relationships
      • Interactive communication
      • Meaningful content
      • Career content & services
    • 21. No Silver Bullet
    • 22. Action Plan
      • Biggest impact on enrollment?
      • Our position statement
      • Focus on career needs
      • Use technology to help
      • Short-tem vs. long term
    • 23. Program Improvements
      • New courses
      • Course names & descriptions
      • Applied learning format
      • Improve instructional technology
    • 24. Service Improvements
      • Admission & registration
      • Career services
      • Online services, e.g. library
      • Response time
    • 25. Inquiry Management
      • Methods of inquiry
      • Greg’s role
      • System we inherited
      • How it was used in past
      • New approach
    • 26. Communication Plan
      • Current students
      • Program alumni
      • Internal audience
      • Employers
      • Professional Associations
    • 27. Technology Not a Universal Solution
      • Define need first
      • Identify possible tools
      • Evaluate, ease of use, cost
      • Then select appropriate tool
    • 28. Technology Tools
      • Searchable content
      • Google Adwords
      • Website
      • YouTube
      • iTunes university
    • 29.  
    • 30. Google AdWords
      • What is it?
      • Key word search
      • Google search – biggest inquiry source method
      • Reporting function
    • 31. Google AdWords Benefits
      • Familiar technology
      • Searchable content
      • Scalable, control costs
      • measurable & immediate results
      • Integrate with other marketing
    • 32.  
    • 33.  
    • 34.  
    • 35.  
    • 36.  
    • 37.  
    • 38.  
    • 39.  
    • 40. Apple’s iTunes University
      • What is it?
      • Familiar technology
      • Searchable content
      • How we use it
      • Reinforces message
      • Free
    • 41.  
    • 42.  
    • 43. YouTube
      • How we use it
      • Searchable content
      • Familiar technology
      • How we use it, e.g. events
      • Reinforces message
      • Free
    • 44.  
    • 45. Communication Reinforcement
      • Website
      • Events
      • Services, career help, jobs ads
      • Employer services
      • Professional associations
      • Faculty presentations & conferences
    • 46. Results FY2004 – 771 Credit Hours FY2008 – 1,239 Credit Hours FY2004 – FY2008 increase of 60%
    • 47. Lessons Learned
      • Comprehensive marketing approach
      • Searchable content, meaningful content
      • Position statement & differentiation
      • Technology is not a savior
      • Services make a difference
      • Relationships matter
      • No overnight success
      • Remember how you get rewarded
    • 48.  
    • 49. Greg Williams, Ed.D.
      • Director & Clinical Assistant Professor
      • Univ. of Maryland
      • [email_address]
      • www.gregwilliams.net

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