Responding to Change -
Marketing and Recruiting in a New Generation
Brenda Harms Ph.D. – Senior Vice-President
June 2014
June 2014
Converge Consulting is a higher education marketing firm.
We use research, Google Analytics, inbound marketing, ...
June 2014
Our Focus:
What’s New
and
What’s Next
June 2014
Education as a Business
Challenges to Intellectual Property and Academic
Freedom
Criticism for Cost
Changing Stu...
June 2014
“The academy is crumbling!”
Or are we just finally paying attention?
June 2014
What Kind
Of Institution Are You?
June 2014
June 2014
June 2014
What Kind
Of Marketing and Recruitment
Department
Are You?
June 2014
– How fast?
– How nimble?
– How progressive?
– How uncomfortable?
Really?
June 2014
– Work with prospective students “very well”
– Need “more leads” to meet enrollment goals
– Provide high levels ...
June 2014
The Time Is NOW!
June 2014
Marketing
What’s New?
What’s Next?
June 2014
Stop Pushing and Start Pulling
June 2014
Audience is in Control
June 2014
Permission Marketing
June 2014
Definition of Inbound Marketing
 Earning the attention of prospects
 Making yourself easy to be found
 Drawin...
June 2014
June 2014
Search Trends
 About 75% of searchers never go beyond page 1 of the
results
 53% of all searchers click on the...
June 2014
SEO Keyword Report
June 2014
SEO – Common Mistakes
• Splintered Root Domains and Subdomains (every new domain
or subdomain takes away from yo...
June 2014
Inbound Marketing – The Pillars
Get Found=SEO
Be Relevant=Content Strategy
Be Social=Social Media
Measure=Go...
June 2014
Content Strategy
Content Strategy refers to the planning,
development, and management of content—written or
in o...
June 2014
Content Strategy
ANALYZE
STRATEGIZE
CREATE
MEASURE
Analyze Deliverables:
• Content Audit
• Identification of con...
June 2014
Who is Using Personas?
June 2014
Inbound Marketing – The Pillars
Get Found=SEO
Be Relevant=Content Strategy
Be Social=Social Media
Measure=Go...
June 2014
Social Media – Content is King
• Understand your strategy
• Create some boundaries (a slightly narrowed focus ca...
June 2014
Blogs
 Ties in with SEO
 Student and faculty voices
 Use a combination of content: news and
events, alumni st...
June 2014
Inbound Marketing – The Pillars
Get Found=SEO
Be Relevant=Content Strategy
Be Social=Social Media
Measure=Go...
June 2014
Analytics
• Segmentation – the name of the game
• Acquisition Data – where visitors came from
• Behavior Data – ...
June 2014
Web Analytics: A Continuous Process
June 2014
Recruitment
What’s New?
What’s Next?
June 2014
Admissions
or
Recruitment
June 2014
What is your
recruitment process?
June 2014
Recruitment Process
A series of touch points designed to
move a prospective student toward
enrollment and eventu...
June 2014
Suggested recruitment process
first 30 days
(assuming no serious
engagement)
June 2014
Suggested Recruitment Process
(first 30 days)
 Inquiry – Day 1
 Personal connection (email and phone) within 2...
June 2014
What are your
conversion rates?
June 2014
Key Conversions
 Inquiry – Application
 Application – Enrolled
June 2014
Suggested Key Conversion
Rates to Monitor
June 2014
Suggested Key Conversions
 Inquiry – Set Appointment
 Set Appointment – Attended Meeting
 Attended Meeting – ...
June 2014
How are you collecting
and using your
outcomes data?
June 2014
Leverage Outcomes Data
 Numbers are powerful
 Job promotion data
 Salary increases
 Student debt data (maybe...
June 2014
The Cost of Not Being Educated
June 2014
45
The Strategy – What’s New? What’s Next?
• Establish and follow CHANGING practices
Seek prospects who know abo...
June 2014
46
Get comfortable
being uncomfortable
Be willing to engage
in the hard conversations
within your department
June 2014
Thank you!
Please – check out our resources on these topics
www.convergeconsulting.org/resources
and……….
June 2014
Embrace what’s next and what’s new in higher education marketing.
Join us October 13-15 in Nashville, TN!
VISIT ...
June 2014
Thank you!
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Responding to Change - Marketing and Recruiting in a New Generation

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Not everyone responds well to change, and higher education is a bit notorious for dragging its feet, but in the realm of graduate education we do not have that option, we must change or we will be left behind. As institutions continue to expect more from their graduate programs in relation to enrollment, moving forward with new ideas, evaluating marketing efforts, and measuring recruitment practices are critical steps in creating enrollment success. In this session we will explore what is new in marketing and how that translates into new recruitment strategies that will become the norm as we push forward in these changing times.

Brenda Harms, Ph.D.
Senior Vice-President
Converge Consulting

Published in: Education, Business, Technology
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  • Shawna – So what is inbound marketing?
  • Introductions – AMA, Jay, Shawna
  • Shawna – So what is inbound marketing?
  • Shawna – So what is inbound marketing?
  • Shawna – So what is inbound marketing?
  • Shawna - Online is the great equalizer
  • So why should you care about SEO? When your VP asks you why it is important to spend money Optimizing for things you are already ranking for …
    These are 3 facts that you can communicate
  • So why should you care about SEO? When your VP asks you why it is important to spend money Optimizing for things you are already ranking for …
    These are 3 facts that you can communicate
  • Affordable – longterm
  • Jay Content and brand strategy are tied together
  • Who is using personas? Jay – Creighton personas specific built for an in state and out of state. Shawna – politics of personas. How and why we made it work.
  • Affordable – longterm
  • So why should you care about SEO? When your VP asks you why it is important to spend money Optimizing for things you are already ranking for …
    These are 3 facts that you can communicate
  • Insert Blog example graphic
  • Affordable – longterm
  • So why should you care about SEO? When your VP asks you why it is important to spend money Optimizing for things you are already ranking for …
    These are 3 facts that you can communicate
  • So the question is, how do I impact our institutions SEO? Through understanding the metrics, analyzing them, and making decisions to improve
    Search, social, links, brand mentions
  • So the question is, how do I impact our institutions SEO? Through understanding the metrics, analyzing them, and making decisions to improve
    Search, social, links, brand mentions
  • So the question is, how do I impact our institutions SEO? Through understanding the metrics, analyzing them, and making decisions to improve
    Search, social, links, brand mentions
  • So the question is, how do I impact our institutions SEO? Through understanding the metrics, analyzing them, and making decisions to improve
    Search, social, links, brand mentions
  • So the question is, how do I impact our institutions SEO? Through understanding the metrics, analyzing them, and making decisions to improve
    Search, social, links, brand mentions
  • Responding to Change - Marketing and Recruiting in a New Generation

    1. 1. Responding to Change - Marketing and Recruiting in a New Generation Brenda Harms Ph.D. – Senior Vice-President June 2014
    2. 2. June 2014 Converge Consulting is a higher education marketing firm. We use research, Google Analytics, inbound marketing, and strategic communications practices to positively impact student recruitment and alumni engagement for colleges and universities around the world.
    3. 3. June 2014 Our Focus: What’s New and What’s Next
    4. 4. June 2014 Education as a Business Challenges to Intellectual Property and Academic Freedom Criticism for Cost Changing Student Demographics Competency Based Academic Offerings Accelerated Programs Online Learning and MOOCS For-Profit Institutions Non-Academic (or external) Presidents Labor Market Drivers The Wobbling of Faculty Tenure Higher Education Today – A Wild Ride
    5. 5. June 2014 “The academy is crumbling!” Or are we just finally paying attention?
    6. 6. June 2014 What Kind Of Institution Are You?
    7. 7. June 2014
    8. 8. June 2014
    9. 9. June 2014 What Kind Of Marketing and Recruitment Department Are You?
    10. 10. June 2014 – How fast? – How nimble? – How progressive? – How uncomfortable? Really?
    11. 11. June 2014 – Work with prospective students “very well” – Need “more leads” to meet enrollment goals – Provide high levels of personal attention – Are responsive to prospective student requests – Are stretching their budgets in cost effective ways – Don’t have time to implement new ideas – Will implement a new marketing or recruitment strategy when they have the proper technology to support it Nearly Every School Believes:
    12. 12. June 2014 The Time Is NOW!
    13. 13. June 2014 Marketing What’s New? What’s Next?
    14. 14. June 2014 Stop Pushing and Start Pulling
    15. 15. June 2014 Audience is in Control
    16. 16. June 2014 Permission Marketing
    17. 17. June 2014 Definition of Inbound Marketing  Earning the attention of prospects  Making yourself easy to be found  Drawing students/alumni to your website by producing custom content that is valued (by them – not you)
    18. 18. June 2014
    19. 19. June 2014 Search Trends  About 75% of searchers never go beyond page 1 of the results  53% of all searchers click on the very first link on page #1  94% of search users choose organic over paid listing when searching, particularly for purchases Sources: "Search Engine Rankings: Why They Matter." PmbmediaWORKS. 2011. Web. 14 Mar. 2012. “Ten statistics that demonstrate the value of SEO”. Intraspin 2012. Web. 21 Mar. 2012.
    20. 20. June 2014 SEO Keyword Report
    21. 21. June 2014 SEO – Common Mistakes • Splintered Root Domains and Subdomains (every new domain or subdomain takes away from your ranking power) • Duplicate Content (if your content between two pages is 90% the same search engines won’t rank any of it) • Title and Meta Descriptions (this is free ad copy – use it to your best advantage)
    22. 22. June 2014 Inbound Marketing – The Pillars Get Found=SEO Be Relevant=Content Strategy Be Social=Social Media Measure=Google Analytics
    23. 23. June 2014 Content Strategy Content Strategy refers to the planning, development, and management of content—written or in other media. **The term is particularly common in web development since the late 1990s.
    24. 24. June 2014 Content Strategy ANALYZE STRATEGIZE CREATE MEASURE Analyze Deliverables: • Content Audit • Identification of content roles and descriptions • Template for content requests • Audience based personas • Half day on campus Strategize Deliverables: • Half day workshop on campus • Written content strategy plan Create Deliverables: • Template for strategic content development • Idea document in relation to delivery of content Measure Deliverables: • Review of current measurement system • Recommendations discussion for ideal measurement system • Dashboard for monthly review What content do you have? Who is in charge? Who is your target audience? What content should be created? How will it be structured? How will users find it? How to measure effectiveness? What is the purpose, audience, and brand message? What do we want them to learn? What is the best format? (COPE) How are you doing with: SEO, Google Analytics goal conversions, traffic sources, and dashboards?
    25. 25. June 2014 Who is Using Personas?
    26. 26. June 2014 Inbound Marketing – The Pillars Get Found=SEO Be Relevant=Content Strategy Be Social=Social Media Measure=Google Analytics
    27. 27. June 2014 Social Media – Content is King • Understand your strategy • Create some boundaries (a slightly narrowed focus can sometimes help attract others) • Brainstorm a hefty list of creative ideas (and have some fun) • Explore other institutional Social Media outlets (i.e. - Athletics, Greek Life, Nursing Department) • Monitor (“doing” is only activity – monitoring helps you to better understand the value of what you are doing, who you are engaging, and justifying (or cutting) the work to others)
    28. 28. June 2014 Blogs  Ties in with SEO  Student and faculty voices  Use a combination of content: news and events, alumni stories, faculty publishing, expertise and thought leadership
    29. 29. June 2014 Inbound Marketing – The Pillars Get Found=SEO Be Relevant=Content Strategy Be Social=Social Media Measure=Google Analytics
    30. 30. June 2014 Analytics • Segmentation – the name of the game • Acquisition Data – where visitors came from • Behavior Data – what are they doing • Conversion Data – are they doing what you want them to do • Flags Problems – user experience issues can often be uncovered using analytics
    31. 31. June 2014 Web Analytics: A Continuous Process
    32. 32. June 2014 Recruitment What’s New? What’s Next?
    33. 33. June 2014 Admissions or Recruitment
    34. 34. June 2014 What is your recruitment process?
    35. 35. June 2014 Recruitment Process A series of touch points designed to move a prospective student toward enrollment and eventually to graduation.
    36. 36. June 2014 Suggested recruitment process first 30 days (assuming no serious engagement)
    37. 37. June 2014 Suggested Recruitment Process (first 30 days)  Inquiry – Day 1  Personal connection (email and phone) within 24 hours  Follow-up contact (call) – Day 3  Follow-up contact (email) – Day 4  Follow-up contact (call) – Day 7  Follow-up contact (email) – Day 10  Follow-up contact (call) – Day 14  Follow-up contact (call) – Day 20  Follow-up contact (email) – Day 26  Follow-up contact (email and call) – Day 30
    38. 38. June 2014 What are your conversion rates?
    39. 39. June 2014 Key Conversions  Inquiry – Application  Application – Enrolled
    40. 40. June 2014 Suggested Key Conversion Rates to Monitor
    41. 41. June 2014 Suggested Key Conversions  Inquiry – Set Appointment  Set Appointment – Attended Meeting  Attended Meeting – Application Started  Application Started – Application Completed  Application Completed – Accepted  Accepted – Enrolled  Enrolled - Graduated
    42. 42. June 2014 How are you collecting and using your outcomes data?
    43. 43. June 2014 Leverage Outcomes Data  Numbers are powerful  Job promotion data  Salary increases  Student debt data (maybe)  Number of large companies represented in your MBA program  Lives saved by those in your MSN program  Telling the story  Video – UCLA Executive MBA Example  Redefine Success – Social Justice Campaign
    44. 44. June 2014 The Cost of Not Being Educated
    45. 45. June 2014 45 The Strategy – What’s New? What’s Next? • Establish and follow CHANGING practices Seek prospects who know about your institution/program Chose quality over quantity in relation to leads Establish a robust recruitment process and follow it Manage appropriate lead number to recruiter ratio Establish and measure key metrics Use your website to drive marketing and recruitment efforts Leverage data that supports your goals
    46. 46. June 2014 46 Get comfortable being uncomfortable Be willing to engage in the hard conversations within your department
    47. 47. June 2014 Thank you! Please – check out our resources on these topics www.convergeconsulting.org/resources and……….
    48. 48. June 2014 Embrace what’s next and what’s new in higher education marketing. Join us October 13-15 in Nashville, TN! VISIT CONVERGECONSULTING.ORG/CONVERGE2014 TO REGISTER TODAY!
    49. 49. June 2014 Thank you!
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