Not Everything Is Bigger  in Texas: Small Things that Makea Big Impact on Recruitment Efforts     MARCUS HANSCOM     ASSOC...
@MarcusHanscom                     About TxGAP      TxGAP, a chapter of the National Association for GraduateAdmissions Pr...
@MarcusHanscom             Summer ConferenceMake plans to join TxGAP for our Summer Professional             Development C...
@MarcusHanscom                           Get Involved                  Follow Us On Social Media•   Visit Our         Twit...
Not Everything Is Bigger  in Texas: Small Things that Makea Big Impact on Recruitment Efforts     MARCUS HANSCOM     ASSOC...
@MarcusHanscomMaybe everything is BIGGER in          Texas…
@MarcusHanscom…but you don’t need BIG to make a           big splash!
@MarcusHanscom         Last Year’s Assignments1.   Conduct a program demographic assessment2.   Do a lead generation audit...
@MarcusHanscom        Struggles of our offices• Limited staff• Limited resources• Limited expertise  – Apprehension  – Tim...
@MarcusHanscom                This session• Utilizing technology to “lighten the load”• Making your search for content to ...
@MarcusHanscomWading through the masses to get something that worksTECHNOLOGY OVERLOAD
@MarcusHanscom             Primary Issues• Misconceptions of time commitment• Leveraging technology to work for you, not  ...
@MarcusHanscom               Your best tools•   CRM, CRM, CRM•   Our own websites•   Directory Sites•   Social Media (and ...
@MarcusHanscom  Lightening the Load: Your CRM• Toss out the “HTML graphic email” is king  mentality  – Keep in mind person...
@MarcusHanscom                Assignment #1• Create an automated, plain text email from  you in your CRM  – Various functi...
@MarcusHanscom              Assignment #2• Audit your inquiry form(s)  – Are you asking the right questions?  – What quest...
@MarcusHanscomLightening the Load: Our Websites• Are all student questions answered?• How big of a shovel do I need?• Not ...
@MarcusHanscom              Assignment #3• Do a website audit for your area  – Can you identify top questions you are aske...
@MarcusHanscom                  Analytics• Key metrics to use for decision-making• Focus on specific pages instead of tryi...
@MarcusHanscom               Assignment #4• Pick one page on your website and analyze key  statistics (Google Analytics or...
@MarcusHanscom Lightening the Load: Directory Sites• Directory sites  – Why you?  – Catalog copy or marketing copy?• “More...
@MarcusHanscom             Landing Pages• Where are you sending students from online  advertising?• “Our website” isn’t en...
@MarcusHanscom
@MarcusHanscom              Assignment #5• Complete a “directory listing audit”  – What sites are you featured on?  – Does...
@MarcusHanscom               Assignment #6• Create a landing page on your website to  service an ad or directory listing  ...
@MarcusHanscomLightening the Load: Social Media• Alerts and searches for content  – Google Alerts  – Create searches on Tw...
@MarcusHanscom              Assignment #7• Create a Google Alert  – ie. “University of New Haven”  – Can set frequency to ...
@MarcusHanscom              Assignment #8• Create a saved search on Twitter  – ie.    #criminaljustice, #MBA, #gradadm, #g...
@MarcusHanscom     Suggested Social Media Tools•   Hootsuite•   TweetDeck•   Bit.ly•   Facebook    Insights
@MarcusHanscom               Assignment #9• Schedule a tweet or Facebook post using  Hootsuite or TweetDeck  – Time with a...
@MarcusHanscomProducing results on social mediaHELP, I CAN’T FIND MY CONTENT
@MarcusHanscom         Social Media Content• Interaction with your audience• Vary your content  – “Yay, come to my event!”...
@MarcusHanscom Types of Content (According to MH)• Direct self promotion• Indirect self promotion• “Altruistic” self promo...
@MarcusHanscom      Direct Self Promotion on SM•   Events•   Admissions Announcements•   Grad Fair Attendance•   “Leeching...
@MarcusHanscomGrad Fair Attendance
@MarcusHanscomContent “Leeching”
@MarcusHanscomInteractions with Prospective Students
@MarcusHanscomInteractions with Prospective Students
@MarcusHanscom     Indirect Self Promotion on SM•   University News•   Student News (Research, Study Abroad, etc.)•   Facu...
@MarcusHanscom   Indirect Self Promotion on SM• Location information• Interactions with current students• Contests  – Do n...
@MarcusHanscomIndirect Self Promotion on SM
@MarcusHanscom    “Altruistic” Self Promotion on SM•   Graduate School Tips•   Financial Aid Tips•   News related to your ...
@MarcusHanscom              Assignment #10• A. Make a post to your Twitter or Facebook  account about an alumnus or facult...
@MarcusHanscomBrand AwarenessWHO AM I AND WHY AM I HERE?
@MarcusHanscom       Social Media Advertising• Creating a first ad  – Demographic targeting  – Geo-targeting• Ways to use ...
@MarcusHanscomSocial Media Advertising Channels• Be mindful of platform and audience• Costs: CPM vs. CPC
@MarcusHanscomTry this…
@MarcusHanscom              Assignment #11• Create your first social media ad  – Fine tune your demographics  – Identify a...
@MarcusHanscom        Social Media Potpourri• Use #hashtags in your tweets  – ie. #iopsychology or #emergencymanagement• F...
@MarcusHanscomIdentifying the value in what you just sat throughTAKEAWAYS, FUTURETHOUGHTS, AND Q&A
@MarcusHanscom      Overview of Assignments1. Create an automated, plain text email in your   CRM2. Audit and shorten your...
@MarcusHanscom      Overview of Assignments6. Create a landing page for your ad content7. Create a Google Alert8. Create s...
@MarcusHanscom             Final Thoughts• Work smarter, not harder• Technology does not necessarily make things  “un-pers...
Thank youMarcus HanscomUniversity of New Haven203-932-7277mhanscom@newhaven.edu@marcushanscom
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Not Everything is Bigger in Texas: Small Things That Make a Big Impact on Recruitment Efforts!

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Presented by Marcus Hanscom*
Associate Director of Graduate Recruitment and Outreach, University of New Haven

Most graduate admissions offices struggle with limited staffing and limited resources, but that doesn’t stop college administrators from expecting us to move mountains to recruit more and higher quality students to our programs. For graduate admissions professionals, “wearing multiple hats” is part of our DNA. Join this session to learn more about small-scale strategies that utilize social media and other technologies to help grow your enrollment and build recruitment efficiency without stretching your workweek.

Learning Objectives:
- Learn about social media advertising
- Identify opportunities for efficiency in lead generation and follow-up
- Discuss tactics to optimize specific pages on your website
- Identify content strategies to add depth to your social media and web
presence

Published in: Business, Technology
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Not Everything is Bigger in Texas: Small Things That Make a Big Impact on Recruitment Efforts!

  1. 1. Not Everything Is Bigger in Texas: Small Things that Makea Big Impact on Recruitment Efforts MARCUS HANSCOM ASSOCIATE DIRECTOR OF GRADUATE RECRUITMENT AND OUTREACH UNIVERSITY OF NEW HAVEN PRESIDENT, NEGAP
  2. 2. @MarcusHanscom About TxGAP TxGAP, a chapter of the National Association for GraduateAdmissions Professionals, is a professional organization dedicated toserving the needs of graduate enrollment professionals in Texas. Our purpose is to foster networking, professional development, community and the sharing of best practices among our members. Our Membership TxGAP members include individuals who work in admissions, marketing, academic advising, student services, retention and virtually every other area of graduate enrollment.
  3. 3. @MarcusHanscom Summer ConferenceMake plans to join TxGAP for our Summer Professional Development Conference. This one-day conference will focus on best-practices in Admissions, Marketing, Recruitment, and Student Services. Friday, July 20, 2012 University of North Texas – Dallas For more information, visit txgap.com/conference.
  4. 4. @MarcusHanscom Get Involved Follow Us On Social Media• Visit Our Twitter Facebook LinkedIn SlideShare Website twitter.com/txgap facebook.com/txgap Join Our Group slideshare.com/txgap• txgap.com Visit Our Website: txgap.com
  5. 5. Not Everything Is Bigger in Texas: Small Things that Makea Big Impact on Recruitment Efforts MARCUS HANSCOM ASSOCIATE DIRECTOR OF GRADUATE RECRUITMENT AND OUTREACH UNIVERSITY OF NEW HAVEN PRESIDENT, NEGAP
  6. 6. @MarcusHanscomMaybe everything is BIGGER in Texas…
  7. 7. @MarcusHanscom…but you don’t need BIG to make a big splash!
  8. 8. @MarcusHanscom Last Year’s Assignments1. Conduct a program demographic assessment2. Do a lead generation audit3. Set up unique source pages4. Create a referral source policy5. Become a user on Google Analytics (and use it)6. Use the URL builder to create a tracking URL7. Assign revenue to lead sources for ROI
  9. 9. @MarcusHanscom Struggles of our offices• Limited staff• Limited resources• Limited expertise – Apprehension – Time to Learn – Tech overload• Limited institutional support (or apathy)?
  10. 10. @MarcusHanscom This session• Utilizing technology to “lighten the load”• Making your search for content to post on social media easy• Building brand awareness with little effort on social media
  11. 11. @MarcusHanscomWading through the masses to get something that worksTECHNOLOGY OVERLOAD
  12. 12. @MarcusHanscom Primary Issues• Misconceptions of time commitment• Leveraging technology to work for you, not create work for you• Means of acquiring knowledge / Staying current• Hiring the right people
  13. 13. @MarcusHanscom Your best tools• CRM, CRM, CRM• Our own websites• Directory Sites• Social Media (and related software)
  14. 14. @MarcusHanscom Lightening the Load: Your CRM• Toss out the “HTML graphic email” is king mentality – Keep in mind personalization, smart phones – Perception of your message• Collect any and everything… – But don’t overburden students with it• Send one-time emails to targeted audiences with program-related news
  15. 15. @MarcusHanscom Assignment #1• Create an automated, plain text email from you in your CRM – Various functions: Welcome, thank you, congrats – Not from your institution or office - you• After Completion – Compare results with your HTML messages • Read Rate • Interaction Rate • Response Rate
  16. 16. @MarcusHanscom Assignment #2• Audit your inquiry form(s) – Are you asking the right questions? – What questions are necessary?• After Completion – SHORTEN your inquiry form as much as possible
  17. 17. @MarcusHanscomLightening the Load: Our Websites• Are all student questions answered?• How big of a shovel do I need?• Not just a problem “for the marketing department”• Integration with SM• Succinct, clear messaging
  18. 18. @MarcusHanscom Assignment #3• Do a website audit for your area – Can you identify top questions you are asked and easily identify answers on your site? – How readily can students get their answers? – Focus your phone calls on students who need more in-depth information and support• After Completion: – Make necessary adjustments with your web team including content, graphics, and navigation
  19. 19. @MarcusHanscom Analytics• Key metrics to use for decision-making• Focus on specific pages instead of trying to fix an entire website• Identify strategies to improve pages to help recruitment
  20. 20. @MarcusHanscom Assignment #4• Pick one page on your website and analyze key statistics (Google Analytics or similar) to improve the page – Bounce rate, time on site, % exits… – Avoid using just one metric – Be aware of the goal of the page• After Completion – Identify a metric you want to improve – Strategically amend page content – Compare analytics results with previous version
  21. 21. @MarcusHanscom Lightening the Load: Directory Sites• Directory sites – Why you? – Catalog copy or marketing copy?• “More info” links – Lead to your webpage? A form? Landing pages? – Are they tracked?• Clarify calls to action internally and externally
  22. 22. @MarcusHanscom Landing Pages• Where are you sending students from online advertising?• “Our website” isn’t enough• Relevant content• Avoid too many “clicks”
  23. 23. @MarcusHanscom
  24. 24. @MarcusHanscom Assignment #5• Complete a “directory listing audit” – What sites are you featured on? – Does your listing answer the right questions? – Where are students being directed? – Who is responsible for updating content?• After Completion – What needs to be rewritten? How will you be involved? What do you need on your website?
  25. 25. @MarcusHanscom Assignment #6• Create a landing page on your website to service an ad or directory listing – Page content must reflect the content of your ad or listing – Do not send students to a generic page• After Completion – Evaluate analytics for the page; evaluate tracked leads if available
  26. 26. @MarcusHanscomLightening the Load: Social Media• Alerts and searches for content – Google Alerts – Create searches on Twitter related to programs, industry, your institution, and more• Schedule messaging with tools like Hootsuite or TweetDeck• Enlist student help
  27. 27. @MarcusHanscom Assignment #7• Create a Google Alert – ie. “University of New Haven” – Can set frequency to your preference• After completion – Regularly check for news related to your programs, students, alumni, and faculty – Post related content to your respective SM channels; use Bitly for tracking
  28. 28. @MarcusHanscom Assignment #8• Create a saved search on Twitter – ie. #criminaljustice, #MBA, #gradadm, #gradschool• After Completion – Check searches regularly for content that can be retweeted to your followers
  29. 29. @MarcusHanscom Suggested Social Media Tools• Hootsuite• TweetDeck• Bit.ly• Facebook Insights
  30. 30. @MarcusHanscom Assignment #9• Schedule a tweet or Facebook post using Hootsuite or TweetDeck – Time with an event or activity – Time zone awareness• After Completion – Set up a social media schedule for planned events – Sit back and relax!
  31. 31. @MarcusHanscomProducing results on social mediaHELP, I CAN’T FIND MY CONTENT
  32. 32. @MarcusHanscom Social Media Content• Interaction with your audience• Vary your content – “Yay, come to my event!” 100X• Vary your channels – Audiences? – Platforms?• What is your brand message?
  33. 33. @MarcusHanscom Types of Content (According to MH)• Direct self promotion• Indirect self promotion• “Altruistic” self promotion
  34. 34. @MarcusHanscom Direct Self Promotion on SM• Events• Admissions Announcements• Grad Fair Attendance• “Leeching” on other content• Interactions with prospective students
  35. 35. @MarcusHanscomGrad Fair Attendance
  36. 36. @MarcusHanscomContent “Leeching”
  37. 37. @MarcusHanscomInteractions with Prospective Students
  38. 38. @MarcusHanscomInteractions with Prospective Students
  39. 39. @MarcusHanscom Indirect Self Promotion on SM• University News• Student News (Research, Study Abroad, etc.)• Faculty News (Research, Promotions, etc.)• Alumni News• Event Photos
  40. 40. @MarcusHanscom Indirect Self Promotion on SM• Location information• Interactions with current students• Contests – Do not necessarily have to be related to your programs
  41. 41. @MarcusHanscomIndirect Self Promotion on SM
  42. 42. @MarcusHanscom “Altruistic” Self Promotion on SM• Graduate School Tips• Financial Aid Tips• News related to your programs• Job Postings
  43. 43. @MarcusHanscom Assignment #10• A. Make a post to your Twitter or Facebook account about an alumnus or faculty member• B. Make a post or retweet content designed to help the student and not sell you – Use bit.ly to track link content• After completion: – Assess if your messages have interaction. Any response? Clicks on the link? Retweets?
  44. 44. @MarcusHanscomBrand AwarenessWHO AM I AND WHY AM I HERE?
  45. 45. @MarcusHanscom Social Media Advertising• Creating a first ad – Demographic targeting – Geo-targeting• Ways to use these ads – Program Awareness – Brand Awareness – Recruitment Fairs – Webinars / Open Houses / Recruitment Events
  46. 46. @MarcusHanscomSocial Media Advertising Channels• Be mindful of platform and audience• Costs: CPM vs. CPC
  47. 47. @MarcusHanscomTry this…
  48. 48. @MarcusHanscom Assignment #11• Create your first social media ad – Fine tune your demographics – Identify a budget – Send students to a specific landing page or related content page• After completion: – Review your exposure and clicks – Review CPC/CPM costs
  49. 49. @MarcusHanscom Social Media Potpourri• Use #hashtags in your tweets – ie. #iopsychology or #emergencymanagement• Follow industry news and industry leader Twitter accounts – Example: @forensicnews – RT relevant content to your followers
  50. 50. @MarcusHanscomIdentifying the value in what you just sat throughTAKEAWAYS, FUTURETHOUGHTS, AND Q&A
  51. 51. @MarcusHanscom Overview of Assignments1. Create an automated, plain text email in your CRM2. Audit and shorten your inquiry form3. Audit your section of the website4. Optimize a page on your site with key metrics5. Complete a directory listing audit
  52. 52. @MarcusHanscom Overview of Assignments6. Create a landing page for your ad content7. Create a Google Alert8. Create saved searches on Twitter9. Schedule a tweet or Facebook post10.Create one SM post about your faculty or alumni and one “altruistic” post11. Create a social media ad
  53. 53. @MarcusHanscom Final Thoughts• Work smarter, not harder• Technology does not necessarily make things “un-personalized”• Time commitment is not astronomical• Technology – and social media specifically – can be your greatest asset
  54. 54. Thank youMarcus HanscomUniversity of New Haven203-932-7277mhanscom@newhaven.edu@marcushanscom

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