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Responding to Change - Marketing and Recruiting in a New Generation
 

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 ...

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

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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 <br />
  • 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 … <br /> 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 … <br /> 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 … <br /> 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 … <br /> 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 <br /> 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 <br /> 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 <br /> 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 <br /> 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 <br /> Search, social, links, brand mentions

Responding to Change - Marketing and Recruiting in a New Generation Responding to Change - Marketing and Recruiting in a New Generation Presentation Transcript

  • 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, and strategic communications practices to positively impact student recruitment and alumni engagement for colleges and universities around the world.
  • 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 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
  • 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 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:
  • 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  Drawing students/alumni to your website by producing custom content that is valued (by them – not you)
  • 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 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.
  • June 2014 SEO Keyword Report
  • 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)
  • June 2014 Inbound Marketing – The Pillars Get Found=SEO Be Relevant=Content Strategy Be Social=Social Media Measure=Google Analytics
  • 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.
  • 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?
  • June 2014 Who is Using Personas?
  • June 2014 Inbound Marketing – The Pillars Get Found=SEO Be Relevant=Content Strategy Be Social=Social Media Measure=Google Analytics
  • 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)
  • 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
  • June 2014 Inbound Marketing – The Pillars Get Found=SEO Be Relevant=Content Strategy Be Social=Social Media Measure=Google Analytics
  • 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
  • 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 eventually to graduation.
  • 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 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
  • 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 – Application Started  Application Started – Application Completed  Application Completed – Accepted  Accepted – Enrolled  Enrolled - Graduated
  • 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)  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
  • 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 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
  • 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 CONVERGECONSULTING.ORG/CONVERGE2014 TO REGISTER TODAY!
  • June 2014 Thank you!