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Marty Bennett from EducationUSA and Lee Pichette from CollegeWeekLive discussed the various uses of video in the student recruitment process both live and after the event.

Marty Bennett from EducationUSA and Lee Pichette from CollegeWeekLive discussed the various uses of video in the student recruitment process both live and after the event.

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  • -Technology continues to change the admissions process-Colleges need to expand reach and while cutting costs-When students can make a personal connection to a campus they are more likely to enroll-In this presentation, we will discuss the opportunity to improve enrollment thought leveraging live video
  • -The growth of video on the net and in higher ed-Live verses on-demand or pre-recorded video-We will then discuss how colleges are leveraging video in the enrollment process and content strategies for different stages of the process-Ask questions and share ideas throughout the presentationsNOTE: Poll the audience before leaving this slide:How many of you have pre-recorded or on-demand video on your website or you-tubHow many of you are using live video, eit
  • -Most people are not surprised to hear that Google is the #1 search engine-Does anyone here know what is number two?-It is often surprising to hear that youtube is number two, surpassing yahoo by a large margin-Marketers are recognizing this trend and digital video advertising is expected to grow substantially in the coming years. POLL: Ask audience Who has pre-recorded video on their websiteWho has emailed those videos to their studentsWho is using live video, such as skype? (Make note of who is using skype)
  • -When looking at live video broadcasts, we consider to different categories: One to One video conversations (such as a video phone call) and One to Many presentations (such as a video webcast presentation)-Skype is clearly the leading host of 1 to 1 video conversations and 40% of all skype minutes are using video calls-The webcam market is expected to grow 170% by 2015-All of this points to points to more people will be interacting via live video and more students expecting these types of opportunities to engage with colleges-We are also seeing growth in use of one to many live video presentationsYoutube has launched a live video broadcast service.Other lesser known live video broadcast websites like justin.tv are experiencing growth of 88% YOYNOTE: Ask the people using skype if they will share how they are using it.
  • -As some of you may know, CollegeWeekLive helps colleges improve enrollment through virtual events that feature live video presentations. -This graph shows the number of live video presentations that colleges are hosting at virtual events and you can see adoption is growing at an even higher pace. -This spring alone we have seen over 100% growth in the number of schools reaching students via live video presentations.
  • -It is also important to note that colleges of all different shapes and sizes are using live video presentations to achieve specific goals.-It ranges from large publics like UC Riverside to small private colleges like 2500 student grand view in Iowa.
  • There are a couple of key factors driving the growth in adoption by colleges.First, the students are interested in videoNoel-Levitz does an annual eExpectations report that covers the use of technology in the admissions processThey find that the majority of students are watching videos during the enrollment processAlso interesting, students hey want videos produced by current students and videos on student lifeThe second factor driving growth is a changing enrollment environmentIn a tough economy, many colleges are seeing cuts to their travel budgetsThis also affects parents and students. Kids are applying to more colleges and it is difficult to visit campus with increase travel costs.There is also a need for expanded reach. Many states will see declines in the number of high school students. Illinois is projected to see a slight decline and colleges will need to recruit out of state to make up for the differenceAdditionally, the majority of colleges are also focused on recruiting international students.
  • -Since most colleges have pre-recorded or on-demand video, I’d like to spend some time discussing why live video is attractive
  • -We all have an e-mail list and we are looking at ways to gain the most engagement from our e-mail marketing strategy. -When making a case for using live video, we need to determine what will engage more students-At CollegeWeekLive, we run all kinds of tests to improve our outreach to prospective students -One great way to gauge what students prefer is by running an email subject line test-In this test example, we tried to see whether students were more interested in an email promoting a live video presentation or an on-demand-Live video wins! 2-4% more students opened the live video email and on a database of 100K students, that can have a significant impact-We have also looked at what students will choose to participate in-When we have promoted a video presentation as available live at 2pm and available on-demand for a week after, the 89% of students set aside time on their schedule for the live event and attended while it was live-Also important, the people who are involved in the live broadcast tend to stay longer-On a side note, we also often find that it is often better to make decisions off of what students do rather than what they say-A few years ago, we asked students when they would like to attend a live video event. They all said on Saturday. We tested Saturday events and found that while students thought Saturday would be more convenient, in reality they were not able to attend due to other weekend activities.
  • The next question I want to answer is, isn’t the 3 minute video we already have good enough?-Ultimately, when we email prospects it is to get a response but it is also to form a deeper relationship. -In looking at the impact on relationship building, we looked at two key metrics.-When looking at viewing time, the students who set aside time for a live video presentation will watch 73% of the session on average-If you take that same exact presentation, cut it up into a 3 minute video clip, people will watch only 42% of that same video content. -The second and more powerful way to measure relationship building is in how likely a respondent is to continue a relationship with your university. -When we look at how likely someone is to respond to a follow-up campaign, we find that the people who attend a live video presentation are 2 times more likely to respond to a follow-up campaign.
  • -I am not recommending that you only do live video, however, I do believe a robust video strategy starts with a live broadcast-By starting with a live broadcast you will engage the most qualified students and form the deepest relationships-You will need to make the on-demand version of the full presentation available, because around 10% of the audience will be looking for that opportunity-And finally, once you have the video, it is smart to get a student intern to cut it up into a 3 minute highlight reel. You can distribute this video across youtube, facebook, and twitter to drive new traffic to your college and get new students into the funnel.
  • POLL AUDIENCE: -Key Strategies on top of the funnel-Key Strategies on bottom of the funnel
  • -We are now getting into the area of the presentation where we will discuss strategies for different stages of the enrollment process. -At the top of the funnel, we are going to discuss strategies for meeting new students and share a case study from UM Baltimore County-We will then discuss how to engage the students you already have in your prospect or inquiry database-And finally we will share a case study from NCS on how they are using live video to improve yield
  • -For leadgeneration campaigns, you need a marketing strategy that will enable your live video broadcast to reach new students-These live video presentations will need to be marketed to external databases and promoted to social media. -The most common opportunity, however, if hosting a presentation at an exisiting online event where there are already students planning to attend-The most effective presentations at this stage is going to appeal to a broad audience. -When possible, if you can have a high profile alumni or campus representative involved, this is going to help boost your attendance and get people excited
  • We see that colleges often start using live video for the first time at the lead generation stage and that was the case for the University of Maryland Baltimore County UMBC was looking for opportunities to expand their geographic reach and provide a very compelling opportunity for new prospects to take a look at UBMCThey wanted to increase the number of qualified applicants and also convert more prospects into inquiries
  • -The easiest way for UMBC to get their feet wet was by hosting live video presentations at existing virtual events. -They hosted two presentations: One presentation was at an national virtual college fair that enabled them to reach out of state students. The second presentation was at a specialty event hosted by the Baltimore College Town network, which is an consortium of Baltimore area colleges.- You can see in these images, that they had the sessions co-hosted by an admissions representative and current college student. In these sessions the admissions rep provided an overview, the student introduced themselves, and then they had an informal Q&A session where the online audience typed in questions and they answered live on video. - Often people just don’t now where to start. I like this example because UBMC didn’t have to have an on-campus studio or make a large investment here. They pinned up a banner on the wall and turned on a webcam. To the audience, it is much more authentic this way
  • -With these two presentations, 72% of the attendees were from out of state, representing 16 states and 6 countries-Like most colleges, UBMC is always thinking about how to keep parents and guidance counselors in the loop and they were happy to see 15% of attendees from these categories-Because it was a fall event, the majority of students were seniors. In the spring we see much more underclassmen at presentations hosted for lead generation
  • -The session was fun and engaging for everyone involved-90% of the students were new to UMBC’s database-10% of the attendees were invited by UMBC, which showed them that they could use live video events to engaging prospects and convert them to inquires-Of the seniors who attended, 43% applied and 72% were accepted. -We often see that after colleges get their feet with a couple presentations with UMBC, if they track results and they find that by hosting a couple presentations at a low investment they can enroll a handful of students. After seeing they ROI, they scale their live video strategy and host more presentations, for out of state, internationals, transfer, and other key targets – all knowing that each presentation they host will result in new enrolled students that meet or exceed their criteria
  • -The next stage of the funnel is where students who have expressed interest, and you want to continue your engagement with them and peak their interest. -To start forming person relationships with these students, you can sharing information that is aligned with their areas of interest-As the end goal at this point is to get students to apply, you will want to also discuss the application process and how to get in
  • -UNH had two segments they wanted to focus on in this stage. The students who have already been engaged and the list buy prospects who had not responded to previous campaigns. -While deciding on how to segment the content could be more challenging for some institutions, for UNH it was easier. They have 4 colleges at the university so it is easiest to segment by majors of interest
  • University of New Haven marketed an virtual event to their students that highlighted 4 of their premier majors as well as a general campus presentation. New Haven did a great job of segmenting and targeting here. If I was a student who expressed interested in the college of business, the email invitation I received invited me to the campus overview and the college of business session. If I was a student who didn’t specify a major of interest, the email I received highlighted the entire agenda.
  • -The results from the program were great.-More than 700 attendees from 42 states. When UNH has an traditional on-campus event they typically have students from 10-12 states attend-The balance of students at different stages was also optimal. 2/3s of the audience were from the two groups they set-out to re-engage. -The part that was also interesting was that 1/3 of the audience were new prospects. New Haven did some promotion of the event on social media and other channels. However, it was interesting to find that with little effort they were able to generate more than 200 new leads
  • -For many people, the most interesting application of live video is at the accepted student stage-At this stage of the process, the marketing strategy becomes easier as you are inviting the students you have accepted to the event. -We most often see people segmenting the in-state and out-of-state accepted students for different events. This is mainly because colleges often are focused on the out of state students who are less likely to visit on-campus events and the financial aid discussions and housing concerns may be different.-On content, you want to help students understand what is different and unique about student life on your campus and you want to answer the key questions that accepted students have that affect enrollment. -While the content must be designed to distinguish your campus, lets keep in mind that the fact that you are offering the chance to meet a current student of faculty member in itself will set your college apart. A student might be accepted to 4 or 6 colleges but if your college is the only one who invited them to meet the director of financial aid, it could make the difference.
  • -NCS realized that they didn’t need to worry about the accepted students how attended their on-campus events. The best opportunity to improve yield was with the students who didn’t attend campus. -They invited their accepted students to a series of live video presentations that focused on the FAQs with the goal of improving yield
  • -There were 4 presentations in this program, only two are shown here. -NCS chose a mix of current students and campus reprentatives-What I liked about their approach, was both student sessions had a slide where the student reviewed why he chose NCS. -Note: Make joke on how the kid looks like he is 12-While we can say campus is great and it is the best place on earth, when a student explains why he chose NCS over similar schools and what it was the right decision… that can’t be beat.-They also had sessions on housing and financial aid. In addition to having questions answered, it also must be reassuring for students to be introduced to the financial aid representatives and know when they get to campus there will be a familiar face in that office.
  • -The saw 200 accepted students -While this is much smaller attendance than you would expect at a program for inquiry students, we need to keep in mind that these programs are only open to accepted students or a segment of the accepted students.-It is also important to note that 30% watched 2 or more presentations. It is often difficult to get an attendee to watch one full online presentation. -The fact that students were staying for more 1-2 hours some time, it shows that there was a high level of engagement and that students were getting information that was very valuable to them. NOTES: Applied18992Admitted10445.6Enrolled4804.976
  • The final case study is from UCRWhile we always recommend that colleges use live video to compliment what they are already doing, that isn’t always possibleThe UC system has had deep budget cuts and UCR was put in a position where they had to make a bold moveThey replaced an on-campus open house with a virtual open houseThe agenda featured the same sessions that they would have in their traditional programIn the end, they realized an 87% cost reduction. I am sure you all know how expensive it can be to provide bagels and lunch at these traditional events. They were really pleased because they also doubled the number of students who attended.
  • -Since most colleges have pre-recorded or on-demand video, I’d like to spend some time discussing why live video is attractive
  • To summarize what we discussed today, we think Live Video is going to be an influential part of the enrollment process.It enables colleges to achieve higher response rates (read bullets)There is increased relationship building through interactive Q&A with presenters and sometimes other participantsAnd final, it will play an important role in online marketingToday everyone does campus visits and has a traditional websiteAs colleges begin hosting more live video events and find a high ROI, we will begin to see colleges fill in that gap and offer students a chance to have live, online conversations with colleges before visiting campusUltimately, this removes the barriers some students face and will enable colleges to identify and engage the most qualified students regardless of location
  • Thank you for your interest and please feel free to contact me with any questions.
  • NACAC 2010 State of college admission said only 6.6% of colleges place considerable importance on Interviews in the admission processOur recommendation would be to use the interview to affect quality of students. We don’t have any data to support, but our assumption is that a one-to-many session will appeal to more students than a 1-to-1 session and therefore will likely have a more powerful impact on yield. We do have schools who use their virtual booth as a place to host video interviewsIf you are one of the 6.6% of schools who does place high value on interviews, it is easy enough to use skype to run a test and if it is successful then move to a branded platform 

OACAC Power Of Video Presentation W  C W L OACAC Power Of Video Presentation W C W L Presentation Transcript

  • Lee Pichette, Director of Strategic Marketing at CollegeWeekLive
    Yield 2.0
    Live Video and the Enrollment Process
  • Agenda
    The Growth of Video
    Video in Higher Ed
    Live video verses on-demand
    Video and the Enrollment Process
    Content for Different Stages
    Case Studies
    How to promote live video to international students
    Q&A Discussion
  • Did You Know…
    #1 Search Engine
    #2 Search Engine
    50% more than Yahoo web search (3.918B vs 2.629B)
    By 2014, Digital Video Advertising will Grow 360%
    $1.5B in 2010 to $5.5B in 2014
    Source:
    Reelseo.com/youtube-search-december
    Source: Reelseo.com/youtube-search-december
    Source: breakmedia.com/video-study
  • Live Video Growth
    One-to-One Video Conversations
    Skype had 30 million concurrent users in March 2011
    40% of all Skype minutes spent on video calls
    Webcam market expected to grow 170% by 2015
    One-to-Many Video Presentations
    YouTube launched live broadcast offering
    Live video sites like Justin.tv growing at 88% YOY
    Source:
    http://moconews.net/article/419-report-skype-to-buy-video-sharing-service-qik-for-100m/
    http://blogs.skype.com/en/2011/03/30_million_people_online.html
    Visitor Growth – www.justin.tv
    Source: MocoNews.Net: http://moconews.net/article/419-report-skype-to-buy-video-sharing-service-qik-for-100m/Source: Compete.com
  • Growth in Adoption by Colleges
    Notes:
    Spring 2008
    Fall 2008
    Spring 2009
    Fall 2009
    Spring 2010
    Fall 2010
    Source: CollegeWeekLive.com
  • Colleges Hosting Live Video
    • Abilene Christian University
    • Adams State College
    • Agnes Scott College
    • Angelo State University
    • Arizona Culinary Institute
    • Arizona State University
    • Art Institute of Boston at Lesley Univ.
    • Baldwin Wallace College
    • Baylor University
    • Becker College
    • Bennett College
    • Bentley University
    • Boston University
    • Bowling Green State University
    • Butler University
    • Central State University
    • Cleveland State University
    • College of Mount Saint Joseph
    • Colorado State University
    • Columbia College Hollywood
    • Columbia University
    • Columbus State Community College
    • Creighton University
    • CUNY, Baruch College
    • CUNY, Hunter College
    • Cuyahoga Community College
    • Dallas Baptist University
    • Dartmouth College
    • DePaul University
    • Drexel University
    • East Carolina University
    • Eastern Gateway Community College
    • Eastern Washington University
    • EDMC - The Art Institute
    • Emerson College
    • Emory University
    • Emory University Goizueta Business School
    • Fairmont State University
    • Ferris State University
    • FIDM
    • Florida Atlantic University
    • Florida State University
    • Foothill & De Anza Colleges
    • Gannon University
    • Global College of LIU
    • Grand Canyon University
    • Grand View University
    • Grove City College
    • Hardin-Simmons University
    • Hartwick College
    • Hawaii Pacific University
    • Holy Names University
    • Hope College
    • Humboldt State University
    • Idaho State University
    • Indiana Wesleyan University
    • Jamestown College
    • John Cabot University
    • John Carroll University
    • Johnson and Wales University, Providence
    • Johnson C. Smith University
    • Kendall College
    • Kent State University
    • Kettering University
    • King's College London
    • La Salle University
    • Landmark College
    • Lasell College
    • Lesley University
    • LeTourneau University
    • LIM College
    • Lipscomb University
    • Long Island University, Brooklyn
    • Long Island University, C.W. Post Campus
    • Lorain County Community College
    • Louisiana State University
    • Louisiana State University, Shreveport
    • Manhattanville College
    • Marymount College
    • Meredith College
    • Miami Dade College
    • Miami University
    • Mississippi State University
    • Mount Ida College
    • NEOUCOM
    • New Mexico Tech
    • New York Institute of Technology
    • Newman University
    • North Carolina A&T State University
    • North Carolina State University
    • North Central University
    • North Park University
    • Northeastern University
    • Ohio Northern University
    • Ohio University
    • Ohio Wesleyan University
    • Old Dominion University
    • Pace University
    • Pittsburgh Technical Institute
    • Quinnipiac University
    • Rasmussen College
    • Roger Williams University
    • Saint John's University, NY
    • Saint Joseph's University
    • Saint Louis University
    • Saint Michael's College
    • Sam Houston State University
    • San Diego State University
    • Santa Fe College
    • Schreiner University
    • Seattle Pacific University
    • Semester at Sea
    • Seton Hall University
    • Sinclair Community College
    • Slippery Rock University
    • South Dakota School of Mines & Tech
    • Southern Polytechnic State University
    • Stonehill College
    • Stony Brook University
    • Suffolk University Madrid
    • SUNY, College at Oneonta
    • Susquehanna University
    • Syracuse University
    • Tallahassee Community College
    • Texas Chiropractic College
    • Texas Christian University
    • Texas State University
    • Texas Tech University
    • The French Culinary Institute
    • The New School: Parson's
    • The University of Akron
    • Trinity College
    • United States Coast Guard Academy
    • United States Merchant Marine Academy
    • University of Advancing Technology
    • University of Alabama, Continuing Studies
    • University of Alabama in Huntsville
    • University of Alabama, Tuscaloosa
    • University of Alaska Anchorage
    • University of Alaska Fairbanks
    • University of Alaska Southeast
    • University of Bridgeport
    • University of California, Berkeley
    • University of California, Davis
    • University of California, Irvine
    • University of California, Los Angeles
    • University of California, Merced
    • University of California, Riverside
    • University of California, San Diego
    • University of California, Santa Barbara
    • University of California, Santa Cruz
    • University of Connecticut
    • University of Dallas
    • University of Dayton
    • University of Delaware
    • University of Denver
    • University of East Anglia
    • University of Essex
    • University of Florida
    • University of Gloucestershire
    • University of Hawaii at Hilo
    • University of Houston
    • University of Houston, Victoria
    • University of Iowa
    • University of Kansas
    • University of Kentucky
    • University of Louisville
    • University of Mary
    • University of Maryland, Baltimore County
    • University of Melbourne
    • University of Miami
    • University of New Hampshire, Manchester
    • University of New Haven
    • University of North Florida
    • University of North Texas
    • University of Northern Colorado
    • University of Rio Grande
    • University of South Florida
    • University of Tampa
    • University of Texas of the Permian Basin
    • University of Texas, Austin
    • University of the Pacific
    • University of the Sciences In Philadelphia
    • University of Toledo
    • University of Utah
    • University of Vermont
    • University of West Florida
    • University of Wisconsin, Stout
    • USMA West Point
    • Utah Valley University
    • Vaughn College of Aeronautics & Tech
    • Wake Forest University
    • Wartburg College
    • Washington State University
    • West Virginia University
    • Western State College of Colorado
    • Westfield State College
    • Westminster College
    • William Paterson University
    • Wright State University
    • Youngstown State University
  • Factors Driving Growth
    Adoption by High Schools Students
    Majority of students watch videos in college search
    67% want video produced by both college and student
    Videos on student life and academics are most important
    Changing Admissions Environment
    Tough economy = less campus visits
    Shifting US population = need for expanded reach
    Neighboring states seeing up
    50% of colleges are increasing international enrollment
    Source: Noel-LevitseExpecitations Report 2010
    Source: eRecruitmentWebForum, Stephen H Brooks
  • Live ‘vs’ On-Demand
  • Live ‘vs’ On-Demand
    What Will Engage More Prospects?
    Email Subject Line Test
    Email 1: “Live Video: Berkeley, Illinois, Wesleyan… ”
    Email 2: “On-Demand Video: Berkeley, Illinois, Wesleyan…”
    Live Video Wins:
    Open Rate: 2-4% Higher
    100,000 emails = 2000-4000 additional respondents
    When a Promoted as Live or On-Demand
    89% of viewers choose the live broadcast
    5% longer view time
    http://www.researchandmarkets.com/reports/683233/worldwide_webcam_market_shares_strategies.htm
  • Long Live Video ‘vs’ Short On-Demand
    Isn’t Our 3 Minute Video Good Enough?
    Viewing Time
    Live Video: 73% (42min out of 60)
    On-Demand Video: 42% (1.5min out of 3.25min)
    Response to a 2nd Marketing Campaign
    12% of live broadcast attendees schedule next step
    6% of 3 min video registrants schedule next step
  • A Robust Live Video Strategy
    Host Live Video Broadcast
    High response rates from marketing outreach
    Maximize engagement & relationship building
    Results: Engage the most qualified students
    Promote On-Demand Version
    Incremental increase in responses
    Results: Move students further down the funnel
    Create Video Highlights
    Distribute across video share sites to drive new traffic
    Results: New students enter top of funnel
  • Video and the
    Enrollment Process
  • Stages of the Enrollment Process
    Case Study: UMBC
    Meeting New Students
    Case Study: University of New Haven
    Engaging Prospect Database
    Case Study: North Carolina State
    Improving Yield
  • Video for Lead Generation
    Marketing Strategy:
    Market to external databases
    Promote through social media
    Host presentations at online events
    Content Strategy:
    Provide a high level overview
    High profile alumni or campus reps
    Get students excited
  • Case Study: Lead Generation
    University of Maryland, Baltimore County
    Target Audience: New Prospects
    Strategy:
    Provide a compelling opportunity for new prospects to look at UMBC, using latest technology
    Increase geographic reach
    Goals:
    Increased # of qualified applicants
    Convert prospects to inquiries
    Content:
    Admission overview with focus on student life
  • Case Study: Lead Generation
    University of Maryland, Baltimore County
    Target Audience: New Prospects
    2 Live Broadcasts in Fall 2010
    Hosted video presentations at existing virtual events
    • Virtual College Fair for out of state students
    • Specialty event for Baltimore Colleges for in-state
  • Case Study: Lead Generation
    University of Maryland, Baltimore County
    Target Audience: New Prospects
    Expanded Reach
    • 72% of attendees out of state
    • Attendees from 16 states and 6 countries
    • 15% parents or counselors
    Year of Graduation
    http://bit.ly/h7V6F5
  • Case Study: Lead Generation
    University of Maryland, Baltimore County
    Target Audience: New prospects
    Fun and Engaging
    Audience Generation
    • 90% new prospects
    • 10% invited by UMBC
    Results
    • 43% of seniors have applied
    • 72% of applicants were accepted
    http://bit.ly/h7V6F5
  • Video for Prospect Database Engagement
    • Marketing Strategy:
    • Invite current prospect database
    • Segment emails by demographics
    • Content Strategy:
    • Form personal relationships
    • Dive deep into specific topics
    • How to apply / admission overview
  • Case Study: Engagement
    University of New Haven
    Target Audience: Prospect Database
    Strategy:
    • Re-engage current inquiry database
    • Engage inactive segment of prospect database
    Content:
    • Highlight the 4 colleges at the university
  • Case Study: Engagement
  • Case Study: Engagement
    University of New Haven
    Target Audience: Prospect Database
    Results:
    • 725 attendees
    • 42 states
    • 1/3 first responses from database
    • 1/3 re-engaged prospects
    • 1/3 new prospects
  • Video for Improving Yield
    • Marketing Strategy:
    • Invite accepted students
    • Segment in-state / out-of-state
    • Content Strategy:
    • Distinguish campus
    • Get students excited about campus life
    • Answer key questions
  • Case Study: Yield
    North Carolina State
    Target Audience: Accepted Students
    Challenges:
    Students who come to on-campus, accepted student events have already made the decision to enroll
    Students have been accepted to multiple campuses
    Strategy:
    Review accepted student FAQs
    Help students understand reasons to choose NCS
    Goals:
    Improve yield among accepted students who can’t visit
  • Case Study: Yield
  • Case Study: Yield
    North Carolina State
    Target Audience: Accepted Students
    Results:
    200 attendees
    30% watched 2 or more sessions
    Geographic reach
    14 Countries
    31 States
  • Case Study: Doing More with Less
    University of California Riverside
    Target Audience: Prospective students
    • Strategy:
    • Replace a traditional open house with a live video event
    • Content:
    • Admission, financial aid, housing, and campus life
    • Results:
    • 87% Cost reduction
    • 100% increase in student attendees
    • Goal: Increase results during budget cuts
  • Marketing Tactics
  • Why is video so powerful?
    More dynamic
    More visually stimulating
    More engaging
    More likely to get a response
    A call to action, a motivator
    IMPORTANT: we remember 10% of what we read, 20% of what we hear, 30% of what we see, and a whopping 50% of what we hear AND see!
    www.educationusa.state.gov
  • EducationUSA’s View on Videos for Internationals
    Principles same: alumni, current students– best advocates
    90% of customers prefer peer recommendations over ads*
    Days of slick, expensive marketing videos over, wasteful
    K.I.S.S. applies more than ever
    * Source: Social Media Revolution 2011 http://www.youtube.com/watch?v=3SuNx0UrnEo&feature=youtu.be&a
  • Musical Videos: in College Admissions
    Why I Chose Yale
    GVSU LipDub
    www.educationusa.state.gov
  • EducationUSA YouTube Channel
    72,000+ video views
    4 regional U.S. college video playlists
    1 national list (100+) institutional videos profiled (free)
    www.educationusa.state.gov
  • Paid Video Services—Online Video Platforms
    Brightcove
    US Dept of State
    Fox
    Kaltura
    www.educationusa.state.gov
  • New Uses for Videos in EducationUSA
    www.educationusa.state.gov
  • Extending the Shelf Life of Live Video
    EdUSA Connects sessions
    For international students – be an expert on our 5 Steps to U.S. Study presentations live via Adobe Connect to our centers & students globally (over 60 US reps have signed up so far)
    For U.S. higher ed reps – Sessions by our REACs and senior advisers on national scholarships, recruitment opportunities, and credential evaluation issues.
    Starting this fall Virtual College Fairs opportunities for U.S. states (up to 10 institutions per state) connecting with EducationUSA Advising Centers directly for admissions presentations and conversations.
    Live: 1600 attendees
    Post-event views: 9100
    iTunes podcast downloads: 16882
    www.educationusa.state.gov
  • EdUSA Connects Sessions
  • Questions & Thanks
    Marty Bennett
    EducationUSA Marketing Coordinator
    Institute of International Education
    mbennett@educationusa.info : www.educationusa.info
    Skype:  iiembennett
    Twitter: @EdUSAtips
    Blog: http://marketingeducationusa.blogspot.com
    Facebook: http://facebook.com/martybennetthttp://facebook.com/EducationUSA
    EdUSA Connects:  http://edusaconnects.acrobat.com/martybennett/
  • Summary
  • Why Live Video
    Achieve Higher Response Rates
    Students perceive as a “can’t miss” opportunity
    Time is set aside for college research
    Form Personal Relationships
    Interactive Q&A with speakers
    Twitter hash tags enable conversations w/other students
    Improve Online Marketing
    Fill gap between a campus visit and a static website
    Identify the most qualified students
  • Contact Information
    Lee Pichette
    Director of Strategic Marketing
    CollegeWeekLive
    (617) 938-6017
    lpichette@collegeweeklive.com
    Marty Bennett
    EducationUSA Marketing Coordinator
    Institute of International Education
    mbennett@educationusa.info : www.educationusa.info
    Skype:  iiembennett
    Twitter: @EdUSAtips
    Blog: http://marketingeducationusa.blogspot.com
    Facebook: http://facebook.com/martybennetthttp://facebook.com/EducationUSA
    EdUSA Connects:  http://edusaconnects.acrobat.com/martybennett/
  • Backup Slides
  • Summary
    Live video is here to stay
    Rapid adoption by colleges
    Students are already there
    Expanded reach is needed more than ever
    Colleges are achieving specific goals
    A robust video strategy starts with a live broadcast
    You don’t need an on-campus studio
  • What about Skype interviews
    Only 6.6% of colleges place importance on interviews (NACAC 2010 State of College Admissions)
    Our Assumption: One-to-many session will appeal to more students than a one-to-one and will have greater impact
    Recommendation for the 6.6%
    Use to attract higher quality applicants
    A/B test using Skype
    If successful, move to a more robust , college branded platform
  • % change in public high-school graduates by state:2005-18
    Source: eRecruitment Web Forum: Economist Stephen H. Brooks