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FUTURE TRENDS IN HIGHER
EDUCATION MARKETING
©ROBERTE.JOHNSON,PH.D.2014
Building a Strategic Recruitment
Communications Pla...
Will marketing like this disappear?
http://monstersuniversity.com/edu/
Bob Johnson Consulting, LLC 2
WHAT’S LIKELY TO
CHANGE…
Bob Johnson Consulting, LLC 3
“BIG DATA”…
We will actually learn to use it.
Especially in “search” activities.
Shrink the scope of “outbound marketing.”...
INBOUND
MARKETING…
SEO, blogs, social media and more.
Fewer, more interested prospects.
Still a need to connect and conver...
PERSONAL VIDEO
STORIES…
Realistic student story telling replaces
PR and “marketing speak” content.
Bob Johnson Consulting,...
ADOPTION OF CRM
SOFTWARE…
A major area for financial investment.
A bigger area for staff training.
Best with a “direct mar...
MOBILE APPS…
Sophisticated marketing programs
will continue to build specialized apps
for an optimum online experience.
Bo...
SPECIALIZATION…
“Department store” universities will
shrink.
It is easier to market a specialization
than a commodity.
Bob...
WHAT’S LIKELY TO STAY
THE SAME…
Bob Johnson Consulting, LLC 10
PERSONAL CONTACT…
Selling an expensive product benefits
from personal contact via telephone,
email, text and in-person mee...
CAN’T PREDICT…
Bob Johnson Consulting, LLC 12
MARKETING AS
PROMOTION ONLY…
Can anyone drive this away?
• “Academic excellence” & “Caring faculty”
We can only hope.
Bob ...
BRANDING
CAMPAIGNS…
More than just glitter w/o resources?
Be what you are and what people know
you are.
Be patient.
Bob Jo...
STRATEGY OF
SHRINKAGE…
Will residential liberal arts colleges
adopt a strategy of “smaller is better”
as did St. Michael’s...
TUITION DISCOUNTING…
Will it end or shrink in private sector?
Will it spread even more in the public
sector?
Bob Johnson C...
RESOURCES TO
EXPLORE…
Bob Johnson Consulting, LLC 17
Change in 10 years…
http://www.evolllution.com/opinions/ways-higher-education-marketing-change-10-years/
Bob Johnson Consu...
Digital and social media trends…
http://thefutureindex.wordpress.com/2013/10/29/7-digital-social-trends-for-higher-educati...
Inbound marketing w/ HubSpot…
http://www.hubspot.com/inbound-marketing
Bob Johnson Consulting, LLC 20
Marketing automation…
http://www.hubspot.com/marketing-automation-information
Bob Johnson Consulting, LLC 21
How much will programs shrink?
http://collegeof2020.com/ (21 April 2014)
Bob Johnson Consulting, LLC 22
THANK YOU!
Bob Johnson, Ph.D. (248.766.6425)
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
Bob Johnson Consult...
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Future Trends in Higher Education Marketing

What can we expect in higher education marketing in 2014 and a bit beyond? These ideas were presented and discussed at an Academic Impressions conference on strategic student recruitment communications in June. Take a look and share your thoughts.

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Future Trends in Higher Education Marketing

  1. 1. FUTURE TRENDS IN HIGHER EDUCATION MARKETING ©ROBERTE.JOHNSON,PH.D.2014 Building a Strategic Recruitment Communications Plan Academic Impressions Orange County, CA June 25-27, 2014 Bob Johnson Consulting, LLC 1
  2. 2. Will marketing like this disappear? http://monstersuniversity.com/edu/ Bob Johnson Consulting, LLC 2
  3. 3. WHAT’S LIKELY TO CHANGE… Bob Johnson Consulting, LLC 3
  4. 4. “BIG DATA”… We will actually learn to use it. Especially in “search” activities. Shrink the scope of “outbound marketing.” Bob Johnson Consulting, LLC 4
  5. 5. INBOUND MARKETING… SEO, blogs, social media and more. Fewer, more interested prospects. Still a need to connect and convert. Bob Johnson Consulting, LLC 5
  6. 6. PERSONAL VIDEO STORIES… Realistic student story telling replaces PR and “marketing speak” content. Bob Johnson Consulting, LLC 6
  7. 7. ADOPTION OF CRM SOFTWARE… A major area for financial investment. A bigger area for staff training. Best with a “direct marketing” mind set. Will increase enrollment conversion. Bob Johnson Consulting, LLC 7
  8. 8. MOBILE APPS… Sophisticated marketing programs will continue to build specialized apps for an optimum online experience. Bob Johnson Consulting, LLC 8
  9. 9. SPECIALIZATION… “Department store” universities will shrink. It is easier to market a specialization than a commodity. Bob Johnson Consulting, LLC 9
  10. 10. WHAT’S LIKELY TO STAY THE SAME… Bob Johnson Consulting, LLC 10
  11. 11. PERSONAL CONTACT… Selling an expensive product benefits from personal contact via telephone, email, text and in-person meetings. Bob Johnson Consulting, LLC 11
  12. 12. CAN’T PREDICT… Bob Johnson Consulting, LLC 12
  13. 13. MARKETING AS PROMOTION ONLY… Can anyone drive this away? • “Academic excellence” & “Caring faculty” We can only hope. Bob Johnson Consulting, LLC 13
  14. 14. BRANDING CAMPAIGNS… More than just glitter w/o resources? Be what you are and what people know you are. Be patient. Bob Johnson Consulting, LLC 14
  15. 15. STRATEGY OF SHRINKAGE… Will residential liberal arts colleges adopt a strategy of “smaller is better” as did St. Michael’s College (VT)? Bob Johnson Consulting, LLC 15
  16. 16. TUITION DISCOUNTING… Will it end or shrink in private sector? Will it spread even more in the public sector? Bob Johnson Consulting, LLC 16
  17. 17. RESOURCES TO EXPLORE… Bob Johnson Consulting, LLC 17
  18. 18. Change in 10 years… http://www.evolllution.com/opinions/ways-higher-education-marketing-change-10-years/ Bob Johnson Consulting, LLC 18
  19. 19. Digital and social media trends… http://thefutureindex.wordpress.com/2013/10/29/7-digital-social-trends-for-higher-education-marketing/ Bob Johnson Consulting, LLC 19
  20. 20. Inbound marketing w/ HubSpot… http://www.hubspot.com/inbound-marketing Bob Johnson Consulting, LLC 20
  21. 21. Marketing automation… http://www.hubspot.com/marketing-automation-information Bob Johnson Consulting, LLC 21
  22. 22. How much will programs shrink? http://collegeof2020.com/ (21 April 2014) Bob Johnson Consulting, LLC 22
  23. 23. THANK YOU! Bob Johnson, Ph.D. (248.766.6425) bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC 23

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