Toddy Gibby discusses "Surviving in rough terrain - Marketing in higher education" at the eMarketing Techniques Conference for Educators in Austin Texas on January 28th, 2009.

1. MARKETING IN HIGHER EDUCATION: SURVIVAL IN ROUGH TERRAIN WORKSMART E-MARKETING CONFERENCE: 1/ 17 / 09 PRESENTED BY Todd Gibby President and CEO, Intelliworks

2. ALL ALONE IN CHALLENGING TERRAIN

3. THE TIDE IS RISING Source: National Center for Education Statistics, Digest of Education Statistics 2006, Table 177 Enrollments by People Aged 25+ (in thousands) Open enrollment programs account for 55% of higher education market. 89% of undergraduates at 2-year colleges are non-traditional students. Non-traditional students comprise 57 percent of undergraduates at 4-year public colleges and 50 percent of undergraduates at private nonprofit colleges. On the one hand…

4. And…Enrollment Growth During Down Economy

5. And…The Goals are Clear

7. And…reinforcements nowhere to be found

8. It’s the ECONOMY, Stupid!

10. ALL ALONE IN CHALLENGING TERRAIN

12. 3 Survival Myths

13. 1. Create Noise / Yell for Help

15. Source: Eduventures, March, 2008 The majority of post-secondary education executives agree that adult learners are the single most difficult student population to recruit and retain! WHY?

16. Motivations vary…

18. How can I attract this student? The Doubting Thomas He’s worked for the government most of his career and he’s getting ready to retire in the fall. However, he’s always been interested in a career in healthcare. Maybe it’s time for an encore?

19. 1. Create Noise / Yell for Help

20. 2. Run as Fast as You Can

21. 3. Bring as Much Gear as Possible

22. Gear Closer to Home

23. HOW CAN YOU BE FOUND?

24. 3 Survival Skills

28. “ If you want to grab someone's attention, you first need to get his or her permission with some kind of bait… Once a customer volunteers his or her time, you're on your way to establishing a long-term relationship and making a sale.” – Seth Godin, Author, Permission Marketing

32. You talkin’ to me?

33. Now you’re talkin’…

34. The Doubting Thomas He’s worked for the government most of his career and he’s getting ready to retire in the fall. However, he’s always been interested in a career in healthcare. Maybe it’s time for an encore? Is there a good match with this student?

38. The experience www.UncommonThinkers.com

40. Redesigned Program Pages

41. Prospect data is captured Uncommon Thinkers website Confirmation Email

42. RESULTS?

44. 95% Increase Total 184 358 Info Session Attendance

45. New Graduate Students Δ 2 006-2007 +30% +26% +44% Applications, Admissions, Enrollment

51. THREE REALLY IS A MAGIC NUMBER

52. Extra Credit Survival Skill: If You Choose to Walk…Walk Toward Town

53. Presence on Facebook “ Wherever you are, be there.” – Gandhi “ Wherever they are, be there.” – Gandhi 2.0

57. The Social Web The Social Graph How does your university’s presence fit into this social web environment? Community User Behavior Facebook MySpace Xanga Blogger NetVibes hi5 Widgets Applications Email Desktop Blogs Mobile Communication

61. HOW CAN YOU BE FOUND?

65. Todd Gibby email: [email_address] office: 240.238.3242 cell: 202.460.4860 blog: www.http://blog.intelliworks.com/ twitter: tgibby