Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

E expectations for HighEdWeb 2014

2,990 views

Published on

A review of the 2014 E-expectations of High School Seniors and Their Parents as presented at HighEdWeb 2014 on 10/20/14 by Stephanie Geyer (Noel-Levitz) and Lance Merker (OmniUpdate)

Published in: Marketing
  • Be the first to comment

E expectations for HighEdWeb 2014

  1. 1. The E-Expectations of College-Bound High School Seniors and Their Parents Stephanie Geyer @StephGeyer Vice President Noel-Levitz Lance Merker @LanceMerker President and CEO OmniUpdate #eexpect Use our hashtag to add your thoughts to the nationwide conversation! All material in this presentation, including text and images, is the property of Noel-Levitz, LLC. Permission is required to reproduce information.
  2. 2. E-Expectations research Finding answers since 2005 Visit any partner site to find the latest studies, including the “2014 E-Expectations Report: The Online Preferences of College-Bound Seniors and Their Parents” white paper and trend reports for our recent international student studies. See also: 2014 E-Recruiting Practices Report available at noellevitz.com
  3. 3. E-Expectations 2014: Focal points E-communications E-communications resources and preferences Web Mobile users and your web resources Social Social media trends and opportunities
  4. 4. Methodology Telephone survey of 1,001 high school seniors and 533 parents of high school seniors • Facilitated in March and April 2014 • List source: National Research Center for College and University Admissions (NRCCUA) • 95% confidence interval • +/- 3% margin of error
  5. 5. About the students 1% <C Gender GPA Parents attended college 47% Male 42% A 33% No 53% Female 49% B 67% Yes 8% C
  6. 6. Students: Ethnicity 2.00% 7% 10% 20% 1% 37% 14% 10% American Indian Asian African-American Hispanic Middle Eastern White Other/Multi-racial No response
  7. 7. Students: Enrollment stage Prospects 13% Inquiries 7% Applicants 31% Accepts 49%
  8. 8. When was the last time you looked at a college or university website? 11% 17% 26% 49% 29% 39% 14% 15% Students Parents Within past 3 months Within past month Within past 7 days Earlier today
  9. 9. E-Expectations 2014: Focal points E-communications Resources and preferences • Interest, influence, and reliability − People • Email • Text messages • Paid advertisements
  10. 10. 2014 Students 2014 Parents 37.8% 50.5% 62.2% 49.5% To learn about colleges and universities, I prefer… Phone calls and print materials Web-based resources 41% 59% 58% 42% I’m more likely to consider schools that use… Traditional communication Email, texts, or social media 94.3% 5.6% 89.9% 10.1% If I have to choose to look at a school’s website or Facebook page, I’ll opt for… Website Facebook page
  11. 11. Interest in communications resources 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Campus tour Send email College fairs Call admissions Ask via social Texting IM chats Webcast event Webcam chats Seniors 2013 Seniors Parents
  12. 12. 80% 70% 60% 50% 40% 30% 20% 10% 0% College Web site Email messages from a specific college General college planning site College rating sites College ranking magazines Facebook posts from a specific college Twitter posts from a specific college 2014 Students 2014 Parents .edu Influential resources in the college search process
  13. 13. What resources are most reliable? College websites Email from colleges College planning sites College social media assets 97% 85% 80% 53% 97% 81% 78% 49% 89% 75% 62% 41% Seniors 2013 Seniors Parents
  14. 14. Email Inbox (6,755) Starred Important Direct Mail Drafts ► Circles
  15. 15. Email use is up! • 93% of seniors use email at least once/week compared to 82% of 2013 seniors and 77% of parents • 98% of students and parents will open a message from a school they’re considering • 60% of students and 43% of parents will open messages from unknown schools
  16. 16. Two-thirds are checking email on a mobile device at least once a day Daily S: 47% P: 47% More than once/day S: 19% P: 18% Less than once/month S: 9% P: 18% Few times/week S: 14% P: 10% Once/week S: 9% P: 6% Few times/month S: 3% P: 2% S – Students P – Parents
  17. 17. What are they doing with your messages? Save in inbox Place in folder Forward to family Print Delete Forward to another account 83% 43% 23% 21% 13% 10% 75% 49% 40% 34% 33% 16% Seniors Parents
  18. 18. Paid Interactive Marketing Top Ads by Clicks 2014 E-Recruiting: Using Paid Advertising? 4-year public 4-year private 2-year Pay-per-click ads on search sites like Google, Bing, or Yahoo 37.2% 32.1% 28.6% Pay-per-click ads on Facebook 31.0% 35.9% 37.1%
  19. 19. Small increase in clicks 31% of students and 19% of parents have clicked on your paid ads Google Facebook Other (not search) Yahoo Bing Other (search) 45% 32% 13% 6% 1% 4% 50% 22% 5% 12% 3% 6% 38% 33% 16% 4% 4% 5% Seniors 2013 Seniors Parents
  20. 20. Name recognition garners clicks Those certain to attend are least likely to look at ads Recognized name Never heard of it Might want to attend Definitely want to attend 55% 19% 17% 10% 44% 23% 26% 8% Seniors Parents
  21. 21. ROFL!  TTYL Texting
  22. 22. 2014 Seniors YES 52.7% NO 47.3% 2014 Parents YES 55.2% NO 44.8% Why not? I don’t want to be bothered with commercial/ad texts Texting is for family and friends only No data plan Phone not capable of texting Too expensive Not far enough in my search 58.7% 26.8% 4.7% 3.9% 2.9% 2.9% 52.3% 34.7% 3.3% 3.8% 2.5% 3.3% Willing to allow a college rep to send you text messages?
  23. 23. 2014 Seniors 2014 Parents Have received a text from: A school An individual Both Replied to any message 26.8% 4.7% 3.9% 2.9% 34.7% 3.3% 3.8% 3.3% Experience with texts from schools
  24. 24. E-Expectations 2014: focal points Web Mobile users and your web resources • Perceptions • Content priorities • Mobile use • Form use on mobile devices
  25. 25. College sites make a difference in my perceptions No relationship between websites and perceptions Quality of education is related to website experience No relationship between websites and quality of the education 67% 33% 59% 41% 69% 31% 57% 44% 59% 41% 59% 41% Seniors 2013 Seniors Parents Website experiences and quality perceptions
  26. 26. 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Academic program/ major listing Cost Academic program/ majors details First content targets on college and university websites Financial aid Scholarships Enrollment/ admissions information Housing details Students Parents
  27. 27. How can you demonstrate value? Does college support attainment of career goals? Yes: • 87% students • 93% parents Academic program content Testimonials Statistics (job placement/grad schools) Seniors Parents Videos Calculators 29% 22% 16% 18% 4% 33% 25% 32% 6% 5%
  28. 28. Regular access to a mobile device? Seniors 2013 Seniors Parents 90% 78% 81%
  29. 29. Smartphones more popular than ever Smart phone Cell with web access Tablet iPod® Touch 67% 14% 8% 5% 48% 21% 6% 8% 50% 12% 13% 3% Seniors 2013 Seniors Parents
  30. 30. Use of mobile devices for web browsing 40% 52% 9% 40% 46% 14% 28% 51% All the time If no PC available Rarely 20% Seniors 2013 Seniors Parents
  31. 31. How many have looked at a college site on a mobile device? 80% 70% 60% 50% 40% 30% 20% 10% 0% 71% 69% 45% Seniors 2013 Seniors Parents
  32. 32. What forms have or would students complete on their mobile devices from your website? Cost calculator: 47% Scholarship estimator: 47% Information request: 41% Online application: 40% Forms they HAVE completed on a mobile device Open house reservation: 57% Campus visit request: 55% Information request: 53% Cost calculator: 53% Scholarship estimator: 52% Online application: 38% Forms they WOULD complete on a mobile device
  33. 33. E-Expectations 2014: Focal points Social Social media trends and opportunities • Use of social media channels • Facebook • Twitter • Google+
  34. 34. 80% 70% 60% 50% 40% 30% 20% 10% 0% Student and parent use of social media resources 2014 Seniors 2013 Seniors 2014 Parents
  35. 35. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Institutional use of social media resources 4-Year Private 4-Year Public 2-Year
  36. 36. I don't post frequently, but look at my newsfeed at least once a day. 24.5% 16.6% 2014 Seniors 2014 Parents I post comments, photos, videos, or other content at least a few times a month. 19.7% 16.9% I post comments, photos, videos, or other content at least once a week. 16.7% 21.6% I don't post frequently, but I look at my newsfeed at least once a week. 15.5% 15.3% I don't post frequently, but look at my newsfeed at least a few times a month. 13.3% 11.6% I post comments, photos, videos, or other content at least once a day. 10.3% 17.6% Visited a college Facebook page 51.4% Clicked “Like” 35.7% Visited a college Facebook page 36.3% Clicked “Like” 43.1%
  37. 37. Twitter use 12% increase in students following college Twitter feeds • 37% of students follow a Twitter feed from a college or university (25% in 2013) • In the 2011 E-Expectations study, just 5% of parents reported having Twitter feeds, which is now 15% o 26% of parents are following college or university Twitter feeds 40% Seniors 26% 2013 Seniors 15% Parents Overall Twitter Use E-Recruiting practices: Who uses Twitter? 68% of 4-year publics 48% of 4-year privates 24% of 2-year institutions
  38. 38. Google+ use More parents than students are adding college pages • 14% of seniors added pages, down from 17% in 2013 and significantly lower than parents at 25% • 19% of seniors have participated in Google+ Hangouts compared to 2013 at 13% 31% Seniors 5% 2013 Seniors 19% Parents Google+
  39. 39. Recommendations With your website as the hub, pilot new options and watch data to sustain existing resources. They are using all of the resources you offer. Talk directly to them. Invite them to engage in conversation. Improving avenues into your website increases opportunities to engage via all of your digital channels. Don’t settle for catalog text to promote your product. Work on each program section carefully and test! Balance! Parents! SEO matters Exceptional content
  40. 40. More recommendations Web content value propositions with email messages, landing page text, and social media posts. Make sure that your email messages and website perform beautifully for mobile users. Complete the marketing cycle by measuring the success of each major initiative and pilot. Integrate your analytics and test new ideas. Explain how you will use their personal data. Be clear on how you will communicate. Force a recorded opt-in for text users. Match Adapt Measure and test Respect their data
  41. 41. Questions?
  42. 42. Presenter contact information Stephanie Geyer, Noel-Levitz • Voice: (303) 594-0370 • Email: stephanie-geyer@noellevitz.com • @StephGeyer Lance Merker, OmniUpdate • Voice: (805) 484-9400 • Email: lance@omniupdate.com • @LanceMerker

×