Staying Ahead of the Communications Curve: New Communication Techniques Jody Ordioni • June 2007 What’s Next?
Meet Sara Cain; Freshman Class 2008
Teen Statistics Pew Research study
83% are doing something else
Attention is the currency of the new economy. "The Attention Economy” - by Thomas H. Davenport, John C. Beck
The Rules of Me Marketing How to Make the Most of your Message, Media, Metrics and Meager Budget
Branding is not a Communications Strategy; It’s a Business Imperative! Build Your Brand. Rule #1-
Contributions to Stanford University rose 50% to top $911.6 million, the largest amount ever raised by a U.S. university in a year .
Council for Aid to Education
It’s a great school! GREAT BRANDING “BUYS” WORD OF MOUTH
Stats on Word of Mouth Marketing Rollins College, Winter Park FL
Rollins College, Winter Park FL
Communicating With Teens Brand loyalty starts at a young age Customization is key Friends are family Choice is an expectation idealistic -- want to make a meaningful contribution Speak to them on their level; don’t talk down Reach them where they live, work and play Alloy Research study
Relentless Simultaneous Communication Rule # 2- Make the most of your new media options-
Optimize Your Website:
Get high rankings on every search
Search Engine Marketing
Website E-Expectations Class of 2007 Complete a ﬁnancial aid estimator form (88%) Complete a tuition cost calculator form (83%) Complete an admissions application online (81%) Request a campus visit by completing a form (81%) Exchange instant messages with an admissions counselor or student worker (72%) Complete a form to RSVP for a campus event (72%) Inquire online (70%) Read proﬁles of faculty (64%) E-mail a faculty member (64%) Read a blog written by a member of the faculty (64%) Read profiles of current students (63%) Read a blog written by a current student (63%) View a virtual tour (63%) Personalize a Web site (62%) E-mail current students from the site (61%) © 2006 Noel-Levitz, Inc. • Report: Engaging the “Social Networking” Generation
Give Students What They Want
Get your Best Blogging There are 100,000 new blogs daily (2 per second)
The MIT bloggers average 15,000 to 20,000 hits per day fromore than 5,000 unique visitors. Admitted students rank the blogs among the top three factors influencing their decision to attend MIT.
Push Technology: RSS Feeds Broadcasting Your Content to Opt-In Audiences
RSS Feeds: Broadcasting Your Content to Opt-In Audiences
Push Technology: Podcasts There are more podcasts than global radio stations www.lybsin.com www.ourmedia.org www.audioblog
Push Technology: Videocasts
MySpace revenues of $200 million were estimated for 2006, with over 1 billion page views per month and 100 million profiles Build Communities
Facebook was named as the second most "in" thing among undergraduates ( tied with beer and losing only to the iPod )
Gator Nation Network
Rule #3 Make the most of your meager budget - Start with Free Case Study: Caltech
Caltech Alumni Social Networks myspace Linkedin
Caltech Videos in Google Video
Caltech $1.4 billion Brand Alumni fundraising
Instant Messaging Only 23% institutions are using yet 77% of students would be receptive
(One in five send more than 100 im’s a day!)
Mobi-Web and Text Messaging Mobile e-mail to triple by 2011 to 212 million users worldwide.
Good News! Over 83% of 1,500 marketing professionals surveyed consider
advertising medium in 2007.
Me Marketing: The Process
Which three adjectives best describe your school? How does your school change a students life? If your school disappeared tomorrow, what would be missed most of all? What is the single most important aspect of your school? Define Your Brand
With regard to your school what do you feel passionate about?
Align Your Message Build a Brand Fortress • Increased Sales • Greater Market Share • Greater Loyalty • Repeat Business
Design a marketing campaign Who is your target audience(s)? What information is important to your audience?
How can you reach them? (Start with Free)
(Start with Free)
Activate in the community
Refine based on metrics
Which articles are being read?
Who is coming to your site?
What are your results?
Take Baby Steps
BRANDEMiX is an advertising/communications/consulting firm specializing in branding for business results. We create and implement aligned advertising and internal communications that connect audiences to organizational culture, goals and vision. Our services include: Advertising • Student Enrollment • Business Communications • Consulting Faculty Recruitment Advertising • Event Marketing & Support Internal Communications • Market Research • Media Planning & Placement Public Relations • Viral Marketing For more information, please contact Jody Ordioni at: 212.947.1001 or e-mail: [email_address] ABOUT BRANDEMiX Special Acknowledgements to: Bob Johnson Consulting • Dan Forbush, ProfNet • Noel Loevitz • The Internet