Imagining the Impossible:  Recruitment Communications in a World without Paper   ©Robert E. Johnson, Ph.D. 2009   39 th ...
Dartmouth College, February 9, 2009 <ul><li>“ Communications will increasingly move from print to electronic media.”   </l...
1981 prediction for 2006… <ul><li>“Most of what we read will be transmitted into our homes and offices electronically.” </...
And in 2009 in Michigan…
Will evolution save the Free Press?
1. Technology is enabling new communication styles and information sources And people’s preferences are changing with the ...
The future of smart phones… Your website on a small screen
Mobile version of your website… 2010 Azusa Pacific University…http://www.apu.edu/m/ <ul><li>Class schedules </li></ul><ul>...
Your publications on e-readers… http://en.wikipedia.org/wiki/E-book_device#Specialized_devices
Limitations to adoption… http://www.coolreaders.com/readers.asp <ul><li>Price point is a barrier that will fall. </li></ul...
Can we feel the wind blowing? A steady breeze or a hurricane?
What are high school students saying? 2007 Noel Levitz “E-Expectations Class of 2007” Prefer web for information… 57% Pref...
Parents… 80% say… “ The E-Expectations of the Parents of College-Bound Students” Noel-Levitz   “ I prefer to go to the Web...
2.  Social media compels reality marketing Less impact for view books from Lake Wobegon
A bias against “marketing”… <ul><li>Most college view books tell  stories from Lake Wobegon </li></ul><ul><li>Websites, bl...
Students tell faculty stories… University at Albany
The good and the ugly on YouTube… University at Albany
Facebook… People will talk about you SUNY New Paltz
Today’s communication environment… More students prefer online communication… Print consumes more resources than online… M...
How can an online communication plan reduce stealth applicants? Create benefits for those who hide… “ If you identify your...
3. Meeting today’s challenge from the start… How to communicate online during a recruitment cycle as long as 3 years…  How...
Critical yield points to increase conversion… <ul><li>Cultivation requires engagement from 1 st  web visit and high yield ...
At the first and early visits…. <ul><li>3 important goals: </li></ul><ul><li>Create initial engagement in 2 to 5 seconds <...
A strong, immediate brand impact… http://www.uconn.edu/
Easy to scan for brand message… http://www.smith.edu/about_howsmithfeels.php
Blog content right from the start… http://www.mitadmissions.org/ <ul><li>MIT admissions page </li></ul><ul><ul><li>Blog se...
Easy access to academic programs… http://www.dickinson.edu/academics/programs.html <ul><li>The stronger the students, the ...
Words that students care about… <ul><li>Words people cared about…Top 25% </li></ul><ul><ul><li>Advance your career </li></...
Words and content that engage visitors… http://www.kenan-flagler.unc.edu/programs/emba/index.cfm
FAQs in video… http://admissions.richmond.edu/faq/
Campus tours to introduce your students… http://www.mtholyoke.edu/cic/tour/
Establish credibility… http://www.muhlenberg.edu/admissions/aid.html
Integrate website and social networks… http://www.phoenix.edu/students/online_communities.html
4. Getting an online inquiry… Give a reason to reveal identity… And make it easy to become an online inquiry to get the be...
Estimates for net costs… http://www.financialaid.utoledo.edu/estimator/
Tips to help acceptance chances… http://apps.carleton.edu/admissions/apply/essay_tips/
Add a quarterly online magazine… http://www.alumnae.mtholyoke.edu/blogs/blog/mount-holyoke-alumnae-quarterly
Priority scholarship review status… http://www.drew.edu/cla/admissions.aspx?id=24689#
Short inquiry form to encourage action… http://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.html
5.  After an online inquiry… Regular contact is critical… At least once a month
Offer a viewbook in online format… http://www.risd.edu/undergraduate/Default.aspx
Consistent, frequent email contact… May 2006………………………December 2007
6.  Final conversion steps… Personal IM & text contacts… Telephone contact… Special website features
IM, text messaging, telephone… http://www.mckendree.edu/prospective/admissions/IM_the_admission_staff.aspx <ul><li>Ask per...
Online enrollment deposit… http://www.admissions.umich.edu/admitted/edr.php
Orientation info for students & parents… http://www.sxu.edu/focus/default.asp.... http://www.sxu.edu/focus/parents.asp
Selecting a roommate online… Rutgers University
The summary…
Repeating 7 key elements… <ul><li>More people prefer online communications </li></ul><ul><li>Technology is changing and re...
Useful sources of information…
Industry specific research… <ul><li>Interactive Marketing Channels to Watch </li></ul><ul><ul><li>http://www.enrollmentmar...
For general background… http://www.pewinternet.org/ <ul><li>Writing, Technology and Teens </li></ul><ul><li>Teens and Soci...
Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC  248.766.6425  [email_address] h...
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Imagining the Impossible: Recruitment Communications in a World Without Paper

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In this time of tight finances, large admissions print budgets are logical areas for cost-cutting reviews. What would you do if you had no money for print materials to recruit students?

Review these pages and imagine a new recruitment communications plan using current and emerging technology and based on a strong recruitment-oriented website.

Imagine the impossible. In 5 to 10 years this future might be real.

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Imagining the Impossible: Recruitment Communications in a World Without Paper

  1. 1. Imagining the Impossible: Recruitment Communications in a World without Paper ©Robert E. Johnson, Ph.D. 2009 39 th Annual SUNYCAP Conference Lake Placid, NY June 10-12, 2009
  2. 2. Dartmouth College, February 9, 2009 <ul><li>“ Communications will increasingly move from print to electronic media.” </li></ul>
  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 http://www.newsweek.com/id/191406 </li></ul></ul></ul>
  4. 4. And in 2009 in Michigan…
  5. 5. Will evolution save the Free Press?
  6. 6. 1. Technology is enabling new communication styles and information sources And people’s preferences are changing with the technology
  7. 7. The future of smart phones… Your website on a small screen
  8. 8. Mobile version of your website… 2010 Azusa Pacific University…http://www.apu.edu/m/ <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>
  9. 9. Your publications on e-readers… http://en.wikipedia.org/wiki/E-book_device#Specialized_devices
  10. 10. Limitations to adoption… http://www.coolreaders.com/readers.asp <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>
  11. 11. Can we feel the wind blowing? A steady breeze or a hurricane?
  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%
  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.”
  14. 14. 2. Social media compels reality marketing Less impact for view books from Lake Wobegon
  15. 15. A bias against “marketing”… <ul><li>Most college view books tell stories from Lake Wobegon </li></ul><ul><li>Websites, blogs, and other online stories need a “reality” and not a Lake Wobegon approach </li></ul>
  16. 16. Students tell faculty stories… University at Albany
  17. 17. The good and the ugly on YouTube… University at Albany
  18. 18. Facebook… People will talk about you SUNY New Paltz
  19. 19. Today’s communication environment… More students prefer online communication… Print consumes more resources than online… More students stay in “stealth” mode longer…
  20. 20. How can an online communication plan reduce stealth applicants? Create benefits for those who hide… “ If you identify yourself, we will do something special for you…”
  21. 21. 3. Meeting today’s challenge from the start… How to communicate online during a recruitment cycle as long as 3 years… How to convert people from stealth mode to known inquiries
  22. 22. Critical yield points to increase conversion… <ul><li>Cultivation requires engagement from 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>
  23. 23. 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>
  24. 24. A strong, immediate brand impact… http://www.uconn.edu/
  25. 25. Easy to scan for brand message… http://www.smith.edu/about_howsmithfeels.php
  26. 26. Blog content right from the start… http://www.mitadmissions.org/ <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>
  27. 27. Easy access to academic programs… http://www.dickinson.edu/academics/programs.html <ul><li>The stronger the students, the more they will want to find the academic programs offered </li></ul><ul><li>Give them titles rather than text about the titles </li></ul><ul><li>This Dickinson version lets visitors get information about several programs at the same time </li></ul>
  28. 28. 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>
  29. 29. Words and content that engage visitors… http://www.kenan-flagler.unc.edu/programs/emba/index.cfm
  30. 30. FAQs in video… http://admissions.richmond.edu/faq/
  31. 31. Campus tours to introduce your students… http://www.mtholyoke.edu/cic/tour/
  32. 32. Establish credibility… http://www.muhlenberg.edu/admissions/aid.html
  33. 33. Integrate website and social networks… http://www.phoenix.edu/students/online_communities.html
  34. 34. 4. Getting an online inquiry… Give a reason to reveal identity… And make it easy to become an online inquiry to get the benefit
  35. 35. Estimates for net costs… http://www.financialaid.utoledo.edu/estimator/
  36. 36. Tips to help acceptance chances… http://apps.carleton.edu/admissions/apply/essay_tips/
  37. 37. Add a quarterly online magazine… http://www.alumnae.mtholyoke.edu/blogs/blog/mount-holyoke-alumnae-quarterly
  38. 38. Priority scholarship review status… http://www.drew.edu/cla/admissions.aspx?id=24689#
  39. 39. Short inquiry form to encourage action… http://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.html
  40. 40. 5. After an online inquiry… Regular contact is critical… At least once a month
  41. 41. Offer a viewbook in online format… http://www.risd.edu/undergraduate/Default.aspx
  42. 42. Consistent, frequent email contact… May 2006………………………December 2007
  43. 43. 6. Final conversion steps… Personal IM & text contacts… Telephone contact… Special website features
  44. 44. IM, text messaging, telephone… http://www.mckendree.edu/prospective/admissions/IM_the_admission_staff.aspx <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>
  45. 45. Online enrollment deposit… http://www.admissions.umich.edu/admitted/edr.php
  46. 46. Orientation info for students & parents… http://www.sxu.edu/focus/default.asp.... http://www.sxu.edu/focus/parents.asp
  47. 47. Selecting a roommate online… Rutgers University
  48. 48. The summary…
  49. 49. 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>
  50. 50. Useful sources of information…
  51. 51. Industry specific research… <ul><li>Interactive Marketing Channels to Watch </li></ul><ul><ul><li>http://www.enrollmentmarketing.org/about.html </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>https://www.noellevitz.com </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>http://www.maguireassoc.com/resource/archives_papers.html </li></ul></ul><ul><ul><li>Survey reporting major pressures faced by enrollment leaders, including resources for new technologies </li></ul></ul>
  52. 52. For general background… http://www.pewinternet.org/ <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>
  53. 53. Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC 248.766.6425 [email_address] http://twitter.com/HighEdMarketing Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html

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