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Eduwebworkshop 09 090720081848 Phpapp02


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Student recruitment in an online world - presented by Robert Johnson, PhD in July, 09

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Eduwebworkshop 09 090720081848 Phpapp02

  1. 1. Student Recruitment in an Online World: Creating a Marketing Communications Plan in a World without Paper ©Robert E. Johnson, Ph.D. 2009 eduWeb 2009 July 20, 2009 Chicago, Illinois Bob Johnson Consulting, LLC
  2. 2. Dartmouth College, February 9, 2009 <ul><li>“ Communications will increasingly move from print to electronic media.” </li></ul>Bob Johnson Consulting, LLC
  3. 3. 1981 prediction for 2006… <ul><li>“ Most of what we read will be transmitted into our homes and offices electronically.” </li></ul><ul><ul><li>Barry Bingham Jr., Publisher, Louisville Courier-Journal, at his alumni reunion in 1981 </li></ul></ul><ul><ul><ul><li>Reported by Emily Bingham, his daughter, in Newsweek column, “Digital Dad vs. the Dinosaurs,” at </li></ul></ul></ul>Bob Johnson Consulting, LLC
  4. 4. And in 2009 in Michigan… Bob Johnson Consulting, LLC
  5. 5. Will evolution save newspapers? Bob Johnson Consulting, LLC
  6. 6. 1. Technology is enabling new communication styles and information sources <ul><li>Smartphones & E-readers… </li></ul><ul><li>Weak boundaries between formal and informal information sources… </li></ul><ul><li>No control of the stories that people tell… </li></ul>Bob Johnson Consulting, LLC
  7. 7. The future of smart phones… Your website on a small screen? Bob Johnson Consulting, LLC
  8. 8. Mobile version of your website… 2010? Azusa Pacific University… <ul><li>Class schedules </li></ul><ul><li>Athletic schedules </li></ul><ul><li>Dining menus </li></ul><ul><li>Photos </li></ul><ul><li>Directories </li></ul><ul><li>News </li></ul><ul><li>Orientation schedule </li></ul>Bob Johnson Consulting, LLC
  9. 9. Your publications on e-readers… Bob Johnson Consulting, LLC
  10. 10. Limitations to adoption… <ul><li>Price point is a barrier that will fall. </li></ul><ul><li>Lack of color is a major limitation that will end. </li></ul><ul><li>WiFi will allow links to websites from the readers. </li></ul><ul><li>Music will enhance the experience. </li></ul>Bob Johnson Consulting, LLC
  11. 11. How strong is the wind blowing? <ul><li>A steady breeze? </li></ul><ul><li>A hurricane? </li></ul>Bob Johnson Consulting, LLC
  12. 12. What are high school students saying? 2007 Noel Levitz “E-Expectations Class of 2007” Prefer web for information… 57% Prefer print for information… 43% Bob Johnson Consulting, LLC
  13. 13. Parents… 80% say… “ The E-Expectations of the Parents of College-Bound Students” Noel-Levitz “ I prefer to go to the Web site for information, but if it is a school I really like , I’m willing to call them or read brochures to get answers to my questions.” Bob Johnson Consulting, LLC
  14. 14. In higher education, 2007 to 2009… <ul><li>Print budget increase </li></ul><ul><ul><li>Yes…. 27% No…. 65% </li></ul></ul><ul><li>Electronic publication budget increase </li></ul><ul><ul><li>Yes…. 42% No…. 42% </li></ul></ul><ul><ul><ul><li>Karine Joly, </li></ul></ul></ul><ul><ul><ul><li>198 responses </li></ul></ul></ul><ul><ul><ul><li>38% private sector 4-year </li></ul></ul></ul><ul><ul><ul><li>42% public sector 4-year </li></ul></ul></ul><ul><ul><ul><li>6% public sector 2-year </li></ul></ul></ul>Bob Johnson Consulting, LLC
  15. 15. Electronic only in 2009… <ul><li>Application package… 18% </li></ul><ul><ul><li>2007… 8% </li></ul></ul><ul><li>Academic program brochure… 8% </li></ul><ul><ul><li>2007… 7% </li></ul></ul><ul><li>Viewbook… 5% </li></ul><ul><ul><li>2007… 0% </li></ul></ul><ul><li>Admissions/search brochure… 3% </li></ul><ul><ul><li>2007… 4% </li></ul></ul>Bob Johnson Consulting, LLC
  16. 16. Moving toward an electronic state … <ul><li>Application package… 41% </li></ul><ul><li>Academic program brochure… 37% </li></ul><ul><li>Admissions/search brochure… 31% </li></ul><ul><li>Viewbook… 23% </li></ul><ul><li>Viewbook </li></ul><ul><ul><li>Electronic only, 2007… 0% </li></ul></ul><ul><ul><li>Electronic only, 2009… 5% </li></ul></ul>Bob Johnson Consulting, LLC
  17. 17. New news at July 2009 ACT EPC… <ul><li>Print view books dropped at… </li></ul><ul><ul><li>Indiana University </li></ul></ul><ul><ul><li>Suffolk University </li></ul></ul>Bob Johnson Consulting, LLC
  18. 18. 2. Social media compels reality marketing <ul><li>Less impact for view books from Lake Wobegon </li></ul>Bob Johnson Consulting, LLC
  19. 19. Lake Wobegon marketing… <ul><li>“ All the women are strong, all the men are good-looking, and all the children are above average.” </li></ul><ul><ul><li>Garrison Keillor </li></ul></ul><ul><ul><ul><li>A Prairie Home Companion </li></ul></ul></ul><ul><ul><ul><li>With thanks to Mary Claire Bauer, Hudson Valley CC </li></ul></ul></ul>Bob Johnson Consulting, LLC
  20. 20. Students tell faculty stories… University at Albany Bob Johnson Consulting, LLC
  21. 21. The good and the ugly on YouTube… University at Albany Bob Johnson Consulting, LLC
  22. 22. Facebook… People will talk SUNY New Paltz Bob Johnson Consulting, LLC
  23. 23. Today’s communication environment… <ul><li>More students prefer online communication… </li></ul><ul><li>Print consumes more resources than online… </li></ul><ul><li>More students stay in “stealth” mode longer… </li></ul>Bob Johnson Consulting, LLC
  24. 24. How can an online communication plan reduce stealth applicants? <ul><li>Create benefits for those who hide… </li></ul><ul><li>“ If you identify yourself, we will do something special for you…” </li></ul>Bob Johnson Consulting, LLC
  25. 25. 3. Meeting today’s challenge at the start… <ul><li>How to communicate online during a recruitment cycle as long as 3 years… </li></ul><ul><li>How to convert people from stealth mode to known inquiries </li></ul>Bob Johnson Consulting, LLC
  26. 26. Critical conversion yield points… <ul><li>Cultivation requires engagement at 1 st web visit and high yield at critical points on the recruitment cycle </li></ul><ul><ul><li>Carewords capture initial interest </li></ul></ul><ul><ul><li>Visitor reveals identity to receive a special benefit </li></ul></ul><ul><ul><li>Inquiry decides to visit campus </li></ul></ul><ul><ul><li>Campus visitor decides to apply for admission </li></ul></ul><ul><ul><li>Accepted student sends enrollment deposit </li></ul></ul><ul><ul><li>Deposited student enrolls </li></ul></ul>Bob Johnson Consulting, LLC
  27. 27. At the first and early visits…. <ul><li>3 important goals: </li></ul><ul><li>Create initial engagement in 2 to 5 seconds… </li></ul><ul><li>Return for another visit… </li></ul><ul><li>Leave stealth mode as soon as possible… </li></ul>Bob Johnson Consulting, LLC
  28. 28. A strong, immediate brand impact… Bob Johnson Consulting, LLC
  29. 29. Words that students care about… <ul><li>Words people cared about…Top 25% </li></ul><ul><ul><li>Advance your career </li></ul></ul><ul><ul><li>Balancing work, home, and school </li></ul></ul><ul><ul><li>Career advancement </li></ul></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Best school possible </li></ul></ul><ul><ul><li>Prestigious, well-recognized degree </li></ul></ul><ul><li>Words that didn’t rank high…Low 25% </li></ul><ul><ul><li>Accessible faculty </li></ul></ul><ul><ul><li>Experience of faculty </li></ul></ul><ul><ul><li>Corporate sponsorship </li></ul></ul><ul><ul><li>Shaping leaders </li></ul></ul><ul><ul><li>Class diversity (industry or experience) </li></ul></ul><ul><ul><li>Format of program </li></ul></ul>Bob Johnson Consulting, LLC
  30. 30. Words and content to engage visitors… Bob Johnson Consulting, LLC
  31. 31. Easy to scan for brand message… Bob Johnson Consulting, LLC
  32. 32. Easy access to academic programs… <ul><li>The stronger the students, the more they want to find academic programs offered </li></ul><ul><li>This Dickinson version lets visitors get information about several programs at the same time </li></ul>Bob Johnson Consulting, LLC
  33. 33. Early, prominent blog content… <ul><li>MIT admissions page </li></ul><ul><ul><li>Blog series is featured content </li></ul></ul><ul><ul><li>12 Students & 4 staff </li></ul></ul><ul><ul><li>Includes a blog by the financial aid director </li></ul></ul><ul><li>MIT introduces people first </li></ul>Bob Johnson Consulting, LLC
  34. 34. FAQs in video introduce people… Bob Johnson Consulting, LLC
  35. 35. Campus tours introduce people… Bob Johnson Consulting, LLC
  36. 36. Establish credibility with frank talk… Bob Johnson Consulting, LLC
  37. 37. Integrate website & social networks… Bob Johnson Consulting, LLC
  38. 38. 4. Getting an online inquiry… <ul><li>Give a reason to reveal identity… </li></ul><ul><li>Make it easy to become an online inquiry to get the benefit </li></ul>Bob Johnson Consulting, LLC
  39. 39. Offer a viewbook in online format… Bob Johnson Consulting, LLC
  40. 40. Estimates for net costs… Bob Johnson Consulting, LLC
  41. 41. Tips to help acceptance chances… Bob Johnson Consulting, LLC
  42. 42. Priority scholarship review status… Bob Johnson Consulting, LLC
  43. 43. Short inquiry forms encourage action… Bob Johnson Consulting, LLC
  44. 44. 5. After an online inquiry… <ul><li>Regular contact is critical… </li></ul><ul><li>At least once a month </li></ul>Bob Johnson Consulting, LLC
  45. 45. Consistent, frequent email contact… May 2006………………………December 2007 Bob Johnson Consulting, LLC
  46. 46. Include a quarterly online magazine… <ul><li>Start sending when an inquiry is made </li></ul><ul><li>Track interest in stories included </li></ul><ul><li>Include links to main website </li></ul>Bob Johnson Consulting, LLC
  47. 47. Be careful with PDF solutions… Bob Johnson Consulting, LLC
  48. 48. 6. Final conversion steps… <ul><li>Personal IM & text contacts… </li></ul><ul><li>Telephone contact… </li></ul><ul><li>Special website features </li></ul>Bob Johnson Consulting, LLC
  49. 49. IM, text messaging, telephone… <ul><li>Ask permission </li></ul><ul><li>Offer options </li></ul><ul><ul><li>Phone </li></ul></ul><ul><ul><li>IM </li></ul></ul><ul><li>Communicate as needed by admitted students </li></ul><ul><li>Reserve for admitted students if capacity requires that </li></ul>Bob Johnson Consulting, LLC
  50. 50. Online enrollment deposit… Bob Johnson Consulting, LLC
  51. 51. Orientation info for students & parents… Bob Johnson Consulting, LLC
  52. 52. Selecting a roommate online… Rutgers University Bob Johnson Consulting, LLC
  53. 53. The summary… Bob Johnson Consulting, LLC
  54. 54. Repeating 7 key elements… <ul><li>More people prefer online communications </li></ul><ul><li>Technology is changing and requires new resources to adapt communication plans </li></ul><ul><li>Special customer-centric features increase initial engagement </li></ul><ul><li>Create benefits for stealth explorers to register </li></ul><ul><li>Plan frequent online follow-up </li></ul><ul><li>Video plays a more important role </li></ul><ul><li>Use analytics to measure success and make changes to what isn’t working </li></ul>Bob Johnson Consulting, LLC
  55. 55. Useful sources of information… Bob Johnson Consulting, LLC
  56. 56. Industry specific research… <ul><li>Interactive Marketing Channels to Watch </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Reviews enrollment management attitudes and concerns about adopting new technologies and outlines steps to a new strategy. </li></ul></ul><ul><li>E-Recruiting Practices report </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Reports survey responses on recruitment practices and budgets. </li></ul></ul><ul><li>Senior Admissions and Enrollment Officers: Experiences and Attitudes </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Survey reporting major pressures faced by enrollment leaders, including resources for new technologies </li></ul></ul>Bob Johnson Consulting, LLC
  57. 57. For general background… <ul><li>Writing, Technology and Teens </li></ul><ul><li>Teens and Social Media </li></ul><ul><li>It’s Personal: Similarities and Differences in Online Social Network Use Between Teens and Adults </li></ul>Bob Johnson Consulting, LLC
  58. 58. Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: Bob Johnson Consulting, LLC