© 2014 Big Dog Innovations
Think About Where Your Target Market is
Spending Their Time These Days
The fact of the matter is student prospects between...
Moreover, Their Parents, Usually Between The
Ages of 35 to 55 Are Cross Media Invested
Direct Mail Is Still The Primary Launching Point,
But Your Target Market Overwhelmingly Prefers Digital
Give them the opti...
When planning new “integrated approaches” we suggest a
mind-mapping exercise using these 7 buckets to stay on track-
 Rew...
“Whiteboarding” can be fun; for many schools it’s
been a long time since this was last done!
Organizing and updating admissions workflow can become a
newly documented process, particularly as “cross media”
continues...
When planning moves towards the execution phase your
cross media “if-then roadmap” may start to look like this
When student prospect data is added to your strategy plan the
resulting “segmented messaging” outcomes positions you to
dr...
Thus, Your Outreach Program
Could Look Like This…
Initial Touch Data Version A-
Scholarships Under 100 Miles
Initial Touch Data Version B-
Scholarships Over 100 Miles
(with data-driven communications you can have unlimited
versions...
Personalized Digital Engagement Pages With
Responsive Design for Web, Tablet & Smartphone
With Pre-programmed 2nd & 3rd
Touches for Non-responders
Example- 3rd Touch Non-responders
15
Depending on student-prospect activities &
responses, automated triggers can define-
 Notifications for admissions office...
A Great Example of Staying Digitally Connected With Them is With Your Look
Book; Build Stickiness Using Drip Messages- Use...
Great Data Preparation Can Let You Know Which
Lists, Profiles & Approaches Worked Best, Putting You In
The Cat-Bird’s Seat...
Remember, When It comes To
The Student Search Process Today…
 Old tactics no longer yield the same results
 You’ll still...
Someday, perhaps it can
all be synchronized!
Always happy to elaborate or share further…
I’d love to know if this deck was helpful to you in any way.
Plus, what you might like to see more of, or differently…
Pet...
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Student Search- What To Do When Your Target Market's Gone Digital

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College Admissions "Version 2014"- Student prospects today are 95% digital. While traditional methods of outreach such as direct mail will still be the norm, schools can develop an integrated media approach that includes increased online and mobile communications to get the student prospects more connected and engaged. This explanation includes a checklist to help you chart the way to new approach strategies.

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Student Search- What To Do When Your Target Market's Gone Digital

  1. 1. © 2014 Big Dog Innovations
  2. 2. Think About Where Your Target Market is Spending Their Time These Days The fact of the matter is student prospects between the ages of 16-21 invest over 90% of their communications time in mobile and social media platforms today
  3. 3. Moreover, Their Parents, Usually Between The Ages of 35 to 55 Are Cross Media Invested
  4. 4. Direct Mail Is Still The Primary Launching Point, But Your Target Market Overwhelmingly Prefers Digital Give them the option to connect with you digitally. Make the digital option, the “Call to-Action” (CTA), prominent. Once you get them there, you can stay digitally connected AND use traditional media such as print when you need to.
  5. 5. When planning new “integrated approaches” we suggest a mind-mapping exercise using these 7 buckets to stay on track-  Rewriting your approach using whiteboards- we think whiteboards are awesome for this vertical  Update and begin to formalize your present lifecycle  Define your new communication opportunity roadmaps  Increase message relevancy by mapping your data  Structure and produce your cross media “look and feel”  Define your connect and engage online interactions  Build your “if-then automation” logistics to define your trigger points See next slides for illustrations
  6. 6. “Whiteboarding” can be fun; for many schools it’s been a long time since this was last done!
  7. 7. Organizing and updating admissions workflow can become a newly documented process, particularly as “cross media” continues to infiltrate your communications lifecycles
  8. 8. When planning moves towards the execution phase your cross media “if-then roadmap” may start to look like this
  9. 9. When student prospect data is added to your strategy plan the resulting “segmented messaging” outcomes positions you to dramatically impact acceptance rates & quality of student scores
  10. 10. Thus, Your Outreach Program Could Look Like This…
  11. 11. Initial Touch Data Version A- Scholarships Under 100 Miles
  12. 12. Initial Touch Data Version B- Scholarships Over 100 Miles (with data-driven communications you can have unlimited versions) 12
  13. 13. Personalized Digital Engagement Pages With Responsive Design for Web, Tablet & Smartphone
  14. 14. With Pre-programmed 2nd & 3rd Touches for Non-responders
  15. 15. Example- 3rd Touch Non-responders 15
  16. 16. Depending on student-prospect activities & responses, automated triggers can define-  Notifications for admissions officers and what their next steps should be  Drip nurture student prospects via mobile messaging- take your Look Book and put pieces of it into mobile push messaging; it’s the media format with a 99% open rate on the platforms they live on today  Drip nurture student prospects with content that most closely fits their demonstrated areas of interest  Email (or any media) follow-through parents of prospective students  Update the school’s internal database
  17. 17. A Great Example of Staying Digitally Connected With Them is With Your Look Book; Build Stickiness Using Drip Messages- Use Mobile To Your Advantage You’ll accomplish three things by doing this- 1. You’ll continue to connect with them using mobile- where they live today 2. You’ll show them that your school is hip- most other schools are not mobile optimized yet 3. Over time you’ll dramatically reduce the printed costs of your Look Books
  18. 18. Great Data Preparation Can Let You Know Which Lists, Profiles & Approaches Worked Best, Putting You In The Cat-Bird’s Seat Next Time Your Purchase Lists
  19. 19. Remember, When It comes To The Student Search Process Today…  Old tactics no longer yield the same results  You’ll still use many of the same tools- direct mail, e, website, recruiters and open houses  But, your approach plans will need to change with the times- after all your student prospects already have
  20. 20. Someday, perhaps it can all be synchronized!
  21. 21. Always happy to elaborate or share further…
  22. 22. I’d love to know if this deck was helpful to you in any way. Plus, what you might like to see more of, or differently… Peter Winters 917 301-9100 pwinters@bigdoginnovations.com LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/ SlideShare: http://www.slideshare.net/BigDogInnovations Cross Media Implementation Team- MSP Digital Marketing www.mspdigital.com

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