“Communication Plan
Workshop”
Adrienne Bartlett, Client Concierge

Today’s Webcast

More options
More choices
More money
More info
More clutter
More speed
More STRESS

Prospects are seeking
meaningful
communications

They want you to help
them make sense of it all.

“Communication 101”

Communication Plans should be:
circular vs. linear
dialogue vs. monologue
flexible vs. static
shared vs. hoarded
about them vs. about you
different every year?

Brian Says:
“Throw it out and
start from scratch.”
Brian Niles, CEO, TargetX

Which comes first:
The budget or the plan?

Adrienne’s “4 M’s”
Message
Members
Medium
Measurable Goals
http://www.targetx.com/ithink/?p=249

No magic day, time or tool

Concepts For Your Plan:
Increase # of campaigns, but decrease their size
Focus on feedback and measurement
Build in flexibility
Take advantage of naturally emerging technologies
(when appropriate)

Differentiate (tell your story)
Create value (WIIFM?)
Cross channels (create content once)
Give “insider” information

Enrollment goals help!
(give you parameters)

Communication Plans:
Fall Spring
Winter?
Summer?

Parallel Comm Plans to Consider:
Parents
Guidance Counselors
“Local”
Alums (for Grad Schools)
YIELD?

The
“traditional plan”
can’t be all things...

“STEALTH APPS”

“Stealth applicants” were not initially part
of your communication plan.
How do you reach them?

2 most important
(yet often overlooked) elements:
1. Your web presence
2. Your campus visit

How to make the most
of your campaigns:

Tell stories.

“Once upon a time, the most
powerful communications
tool was the art of
storytelling.
This book shows
that it still is.”

Address Cost Clearly.
80% would have used a financial aid estimator
76% would have used a tuition calculator
Don’t apologize for price -- communicate value!
Noel-Levitz 2007 Student Expectations Survey

Get social.

61%
Offices Using Social Networking Sites
(up from 29%)
Source: Center for Marketing Research at the University of Massachusetts at Dartmouth

41%
Maintaining Blogs (up from 33%)
Source: Center for Marketing Research at the University of Massachusetts at Dartmouth

Should we be on
Facebook and Twitter?

Well...
It’s not about you.
Where is your audience?

Reach people where they are,
when they want

“Time-shifting”

Your “Toolbox”

It’s not the “tool,”
it’s the content.

Overwhelmed?
Start with the basics
Create content once
Distribute across channels

“With and for, NOT at or to.”
(Millennials don’t trust traditional marketing)
Seth Godin

“Touch points” don’t matter if you’re
not focusing on the relationship

Questions so far?

So you have a plan.
Now what?

Write it down
Share
Execute
Meet (regularly)

Format?
CRM
Google Docs
Outlook Calendar
Excel or Word Doc
[the less static, the better]

Number

The followup should be part of the plan.

Email Schedule (for this webcast):
Date Message Audience
5/21 1st Email All
5/27 Plain-text followup Did not view/interact
6/9 2nd Email All
6/16 Plain-text followup Did not view/interact
6/16 Link and Instructions Registrants
6/19 “Day-of reminder” Registrants
6/22 Link to video and slides Registrants

More tips:

“Bring wine to the picnic”
Source: Chris Brogan

It’s all about the conversation.

It’s not about pushing out --
it’s about pulling in.

How can we
create new opportunities for prospects
to connect with our school, current
students and each other?

1:1

One size does NOT fit all

“Worth the reminder:
Free tools do not equal infinite ROI.
Time is not free.”
[Have a plan.]

“Change”
danger + hidden opportunity

If you're not happy with what you've got, what
radical changes are you willing to make to
change what you're getting?
From a Seth Godin Blog Post, February 19, 2009

Being authentic?
Solving problems?
Communicating Value?
Being up-front about cost?
Fostering connections?

The TargetX Bowl! Winners:
The University of Delaware (large)
Birmingham-Southern College (small)
Honorable Mention:
Hendrix College
Oklahoma Christian University
Warner-Pacific College
http://www.targetx.com/ithink

Next Webcast:
“Your Campus Visit:
5 Fixes for this Fall”
Friday, August 7th
www.targetx.com/webcasts

Thanks!
Adrienne Bartlett
@AdrienneBartlet
bartlett@targetx.com
877.715.7474 ext.108