Bob Johnson Consulting, LLC... @highedmarketing

1

SPEED, SIMPLICITY & TOP TASK
COMPLETION:
3 CRITICAL STEPS TO BOOST
ONL...
2

Carol Aslanian research…
http://bit.ly/15WFLVw
• “A college’s

website is the single most
important tool for attracting...
Bob Johnson Consulting, LLC... @highedmarketing

THE GOLDEN RULE…

<5 seconds to connect

3
Bob Johnson Consulting, LLC... @highedmarketing

MAJOR REASON PEOPLE GO
TO YOUR WEBSITE…

Complete a task…
Usually just 3 ...
Bob Johnson Consulting, LLC... @highedmarketing

5

Top tasks for future students…
Important…

Not very important…

• Pric...
Bob Johnson Consulting, LLC... @highedmarketing

HOW TO KEEP ONLINE
STUDENTS AWAY FROM
YOUR WEBSITE
The need for speed…
On...
Bob Johnson Consulting, LLC

7

PERFORMANCE IS A
PRIORITY…
“It’s possible to address
performance concerns... most
people d...
Bob Johnson Consulting, LLC... @highedmarketing

8

MOST LIKELY TO KEEP PEOPLE
FROM ENTERING YOUR
WEBSITE…

Slow download ...
Bob Johnson Consulting, LLC... @highedmarketing

From a KISSmetrics report…
http://bit.ly/14V7m92

9
Bob Johnson Consulting, LLC

10

Trend to bigger, slower web pages…
Radware for Fall 2013 at… http://bit.ly/H0uNaV
Bob Johnson Consulting, LLC

Result: longer time to interact…
Increases bounce rate, decreases conversions

11
Bob Johnson Consulting, LLC

Slower on every browser…
Web Performance Today at http://bit.ly/1525Y7P

12
Bob Johnson Consulting, LLC

13

10 fastest business sites… <4seconds
Web Performance Today http://bit.ly/1525Y7P
Bob Johnson Consulting, LLC

14

Tablet users have high expectations…
http://bit.ly/HUPxPj (March 2012 research)
Bob Johnson Consulting, LLC

That are not being met…

15
Bob Johnson Consulting, LLC... @highedmarketing

16

RESPONSIVE DESIGN
ADVISORY…

Reduce content as much
as possible…
Bob Johnson Consulting, LLC

17

Get priorities in order…
http://bit.ly/1aVCAiZ
• Start with mobile

expectations…
1.

2.
...
Bob Johnson Consulting, LLC

18

If you were starting RD from scratch…
Build from mobile up…

If from desktop down…

• Les...
Bob Johnson Consulting, LLC

19

UC San Diego on a PC… 2.69 seconds
http://www.webpagetest.org/
Bob Johnson Consulting, LLC

20

5 seconds on different devices…
Test mobile at http://mobitest.akamai.com/m/index.cgi
Reg...
Bob Johnson Consulting, LLC

21

RD vs. mobile download speed…
http://mobitest.akamai.com/m/index.cgi

Top RD website… 3.5...
Bob Johnson Consulting, LLC

22

Mobile site speed leader… 12 requests
Bob Johnson Consulting, LLC

23

RD site speed leader… 28 requests
Bob Johnson Consulting, LLC... @highedmarketing

24

MOST LIKELY TO DRIVE PEOPLE
FROM YOUR WEBSITE…

Confusing navigation,...
Bob Johnson Consulting, LLC... @highedmarketing

25

Adult students… Large public
Negative votes
20%
Up-to-date
Accurate
C...
Bob Johnson Consulting, LLC... @highedmarketing

26

Online students… Small private
Negative votes
10%
Up-to-date
Accurate...
Bob Johnson Consulting, LLC... @highedmarketing

TOP TASKS ONLINE
STUDENTS WANT TO
COMPLETE…
How can your website help?

2...
Bob Johnson Consulting, LLC... @highedmarketing

28

TOP TASKS WE’LL COVER IN
MORE DETAIL TODAY…
1.
2.
3.
4.

Understand h...
Bob Johnson Consulting, LLC... @highedmarketing

TWO UNUSUAL TOP TASK
TREATMENTS…
Right from the home page…

29
Bob Johnson Consulting, LLC... @highedmarketing

30

Priority: why adults return to college…
http://www.capella.edu/

Task...
Bob Johnson Consulting, LLC... @highedmarketing

31

Priority: cost, right from the start…
http://www.strayer.edu/

Task #...
Bob Johnson Consulting, LLC... @highedmarketing

32

Offer a simple net price calculator…
https://www.aidcalc.com/snhu/
Bob Johnson Consulting, LLC... @highedmarketing

FOR INDIVIDUAL ACADEMIC
PROGRAM AREAS…
Top tasks at a glance…

33
Bob Johnson Consulting, LLC... @highedmarketing

34

Professional school home page…
http://management.bu.edu/
Bob Johnson Consulting, LLC... @highedmarketing

Easy to scan program choices…
http://management.bu.edu/graduate/graduate-...
Bob Johnson Consulting, LLC... @highedmarketing

36

Class profiles by academic areas…
http://management.bu.edu/graduate/g...
Bob Johnson Consulting, LLC... @highedmarketing

37

BLESSEDLY BRIEF
INQUIRY FORMS…
The longer a form, the fewer people
wh...
Bob Johnson Consulting, LLC... @highedmarketing

38

Right from the home page is faster…

Task #4: inquiries
Bob Johnson Consulting, LLC... @highedmarketing

And this is even faster…

39
Bob Johnson Consulting, LLC... @highedmarketing

Everything at a glance…
http://www.cstudies.ubc.ca/about/contact.html

40
Bob Johnson Consulting, LLC... @highedmarketing

41

Asking for preferred contact options…
https://www.scps.nyu.edu/contac...
Bob Johnson Consulting, LLC... @highedmarketing

Program specific examples…
http://www.drexel.com/online-degrees/engineeri...
Bob Johnson Consulting, LLC... @highedmarketing

43

Contact info from the program page…
http://www.regis.edu/CPS/Academic...
Bob Johnson Consulting, LLC... @highedmarketing

44

OTHER TASKS TO
CONSIDER FOR SPECIAL
GROUPS…
How can your website help...
Bob Johnson Consulting, LLC... @highedmarketing

45

Pre-app transfer credit review…
http://information.devry.edu/us/trans...
Bob Johnson Consulting, LLC

Special page for the military…

46
Bob Johnson Consulting, LLC... @highedmarketing

47

Most vet sites focus on cost…
Walden University…

Liberty University…
Bob Johnson Consulting, LLC... @highedmarketing

Video for vets… a personal story
http://www.devry.edu/admissions/military...
Bob Johnson Consulting, LLC... @highedmarketing

TECHNIQUES TO
PERSONALIZE THE
EXPERIENCE…
How can you connected with
pote...
Bob Johnson Consulting, LLC... @highedmarketing

50

Clear, friendly admission requirements…
http://www.stedwards.edu/admi...
Bob Johnson Consulting, LLC... @highedmarketing

51

Chat contact for immediate questions…
http://www.snhu.edu/Continuing-...
Bob Johnson Consulting, LLC... @highedmarketing

Repeat the call to action…
http://www.mbaregis.com/

52
Bob Johnson Consulting, LLC... @highedmarketing

Repeat the call to action…
http://www.mbaregis.com/

53
Bob Johnson Consulting, LLC... @highedmarketing

54

Social media promo on website…
http://www.phoenix.edu/students/online...
Bob Johnson Consulting, LLC... @highedmarketing

GROWING IMPORTANCE
FOR VIDEO…

55
Bob Johnson Consulting, LLC... @highedmarketing

56

Add video for program promotion…
http://www.youtube.com/user/UBCConti...
Bob Johnson Consulting, LLC... @highedmarketing

57

Personal stories are best told in video…
http://www.kenan-flagler.unc...
Bob Johnson Consulting, LLC... @highedmarketing

PUTTING CONTENT ON
THE PAGE…
K.I.S.S…
Simple, fast task completion

58
Bob Johnson Consulting, LLC

59

WEB READERS ARE SCAN
READERS…
If people can’t scan your pages, people won’t
read your con...
Bob Johnson Consulting, LLC

Not so scannable on this page…
http://www.cofc.edu/about/index.php

60
Bob Johnson Consulting, LLC

Easy to scan page…
http://www.cofc.edu/academics/index.php

61
Bob Johnson Consulting, LLC

Eliminate dense blocks of text…
• Short paragraphs… 50 words or less
• One-sentence paragraph...
Bob Johnson Consulting, LLC

63

Can’t scan “Program Highlights”…
Bob Johnson Consulting, LLC

64

Web-friendly content editing…
• The BS in Elementary Education is a Florida Department of...
Bob Johnson Consulting, LLC

65

Easy to scan “Admissions” links…
http://www4.esu.edu/admissions/index.cfm
Bob Johnson Consulting, LLC

Easy to scan “About” page…
http://www.stanford.edu/about/

66
Bob Johnson Consulting, LLC... @highedmarketing

WRAPPING UP…
Mistakes to avoid…
Resources to follow.

67
Bob Johnson Consulting, LLC

68

Check mobile after the home page…
Bob Johnson Consulting, LLC

Fix long blocks of dense text…

69
Bob Johnson Consulting, LLC

70

And these mistakes as well…
• Broken links…

• Dated content…
• Photos not related to pag...
Bob Johnson Consulting, LLC

71

Follow how adults access the web…
http://bit.ly/11zdtx1
Bob Johnson Consulting, LLC

72

Make the case for speed…
http://www.copyblogger.com/website-speed-matters/
Bob Johnson Consulting, LLC

A speedy guide to going mobile…
http://www.implementingresponsivedesign.com/

73
Bob Johnson Consulting, LLC

74

Test for “real world” performance…
http://www.guypo.com/uncategorized/real-world-rwd-perf...
Bob Johnson Consulting, LLC

75

Compare mobile site performance…
http://mobitest.akamai.com/m/index.cgi
Bob Johnson Consulting, LLC... @highedmarketing

Key points going forward…
• Speed is critical at every step
• Top task co...
Bob Johnson Consulting, LLC... @highedmarketing

THANKS FOR BEING
HERE IN SAN DIEGO!
Bob Johnson, Ph.D. (248.766.6425)
bob...
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Speed, Simplicity, and Top Task Completion: 3 Critical Steps to Boost Online Enrollment

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If your website pages don't download in less than 5 seconds you risk losing at least 20% of potential students visiting your site for the first time. But overall, website pages are taking longer to download then ever before.

This presentation reviews key steps to take to make your site operate more quickly from the time of first visit to key elements of presenting content for rapid viewing after a page opens.

Among the people attending at this conference who tested their sites on Mobitest,results ranged from 4 sends to 10 seconds. Test your site, compare with your competitors, and take steps to gain marketing advantage.

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Speed, Simplicity, and Top Task Completion: 3 Critical Steps to Boost Online Enrollment

  1. 1. Bob Johnson Consulting, LLC... @highedmarketing 1 SPEED, SIMPLICITY & TOP TASK COMPLETION: 3 CRITICAL STEPS TO BOOST ONLINE ENROLLMENT ©ROBERT E. JOHNSON, PH.D. 2013 Robert E. Johnson, Ph.D. President, Bob Johnson Consulting Effective Marketing for Online Education December 10, 2013
  2. 2. 2 Carol Aslanian research… http://bit.ly/15WFLVw • “A college’s website is the single most important tool for attracting adult students. • “… an increasing number of adult students bypass the traditional recruiting cycle and move straight from a search engine to a college’s website to complete an application, without any prior direct contact with the college.” • “Hindsight, Insight, Foresight: Understanding Adult Learning Trends to Predict Future Opportunities”
  3. 3. Bob Johnson Consulting, LLC... @highedmarketing THE GOLDEN RULE… <5 seconds to connect 3
  4. 4. Bob Johnson Consulting, LLC... @highedmarketing MAJOR REASON PEOPLE GO TO YOUR WEBSITE… Complete a task… Usually just 3 to 5 4
  5. 5. Bob Johnson Consulting, LLC... @highedmarketing 5 Top tasks for future students… Important… Not very important… • Price information • Social media • Financial aid connections • Info about presidents, deans, alumni • School news • Connecting with current students • Investment return after graduation • Academic programs • Time to earn the degree • Flexible scheduling
  6. 6. Bob Johnson Consulting, LLC... @highedmarketing HOW TO KEEP ONLINE STUDENTS AWAY FROM YOUR WEBSITE The need for speed… Online, slow can kill 6
  7. 7. Bob Johnson Consulting, LLC 7 PERFORMANCE IS A PRIORITY… “It’s possible to address performance concerns... most people don’t.” Tim Kadlec, Implementing Responsive Design
  8. 8. Bob Johnson Consulting, LLC... @highedmarketing 8 MOST LIKELY TO KEEP PEOPLE FROM ENTERING YOUR WEBSITE… Slow download speed… more than 5 seconds
  9. 9. Bob Johnson Consulting, LLC... @highedmarketing From a KISSmetrics report… http://bit.ly/14V7m92 9
  10. 10. Bob Johnson Consulting, LLC 10 Trend to bigger, slower web pages… Radware for Fall 2013 at… http://bit.ly/H0uNaV
  11. 11. Bob Johnson Consulting, LLC Result: longer time to interact… Increases bounce rate, decreases conversions 11
  12. 12. Bob Johnson Consulting, LLC Slower on every browser… Web Performance Today at http://bit.ly/1525Y7P 12
  13. 13. Bob Johnson Consulting, LLC 13 10 fastest business sites… <4seconds Web Performance Today http://bit.ly/1525Y7P
  14. 14. Bob Johnson Consulting, LLC 14 Tablet users have high expectations… http://bit.ly/HUPxPj (March 2012 research)
  15. 15. Bob Johnson Consulting, LLC That are not being met… 15
  16. 16. Bob Johnson Consulting, LLC... @highedmarketing 16 RESPONSIVE DESIGN ADVISORY… Reduce content as much as possible…
  17. 17. Bob Johnson Consulting, LLC 17 Get priorities in order… http://bit.ly/1aVCAiZ • Start with mobile expectations… 1. 2. 3. 4. 5. Create a simple design Highlight important info (AKA: top tasks) Feature calls-toaction Keep sites quick Optimize for screen size
  18. 18. Bob Johnson Consulting, LLC 18 If you were starting RD from scratch… Build from mobile up… If from desktop down… • Less content • Eliminate garbage • Fewer images • Not all content is • Cleaner design “ready for responsive” • Wait to launch until all key pages are ready • Does everyone understand “speed”? • Faster operating site
  19. 19. Bob Johnson Consulting, LLC 19 UC San Diego on a PC… 2.69 seconds http://www.webpagetest.org/
  20. 20. Bob Johnson Consulting, LLC 20 5 seconds on different devices… Test mobile at http://mobitest.akamai.com/m/index.cgi Regular home page… Smartphone redesign…
  21. 21. Bob Johnson Consulting, LLC 21 RD vs. mobile download speed… http://mobitest.akamai.com/m/index.cgi Top RD website… 3.57s (average of 3 tests) Top mobile website… 1.80s
  22. 22. Bob Johnson Consulting, LLC 22 Mobile site speed leader… 12 requests
  23. 23. Bob Johnson Consulting, LLC 23 RD site speed leader… 28 requests
  24. 24. Bob Johnson Consulting, LLC... @highedmarketing 24 MOST LIKELY TO DRIVE PEOPLE FROM YOUR WEBSITE… Confusing navigation, poor menus and links
  25. 25. Bob Johnson Consulting, LLC... @highedmarketing 25 Adult students… Large public Negative votes 20% Up-to-date Accurate Complete Language Contact Participation Open Recommendations Search Navigation Layout Visual appeal Speed 15% Positive votes 10% 5% 0% 5% 10%
  26. 26. Bob Johnson Consulting, LLC... @highedmarketing 26 Online students… Small private Negative votes 10% Up-to-date Accurate Complete Language Contact Participation Open Recommendations Search Menus and Links Layout Visual appeal Speed 5% Positive votes 0% 5% 10% 15%
  27. 27. Bob Johnson Consulting, LLC... @highedmarketing TOP TASKS ONLINE STUDENTS WANT TO COMPLETE… How can your website help? 27
  28. 28. Bob Johnson Consulting, LLC... @highedmarketing 28 TOP TASKS WE’LL COVER IN MORE DETAIL TODAY… 1. 2. 3. 4. Understand how the degree will help with career advancement. Calculate price information. Find academic program information. Easily make inquiries.
  29. 29. Bob Johnson Consulting, LLC... @highedmarketing TWO UNUSUAL TOP TASK TREATMENTS… Right from the home page… 29
  30. 30. Bob Johnson Consulting, LLC... @highedmarketing 30 Priority: why adults return to college… http://www.capella.edu/ Task #1: career advancement
  31. 31. Bob Johnson Consulting, LLC... @highedmarketing 31 Priority: cost, right from the start… http://www.strayer.edu/ Task #2: price information
  32. 32. Bob Johnson Consulting, LLC... @highedmarketing 32 Offer a simple net price calculator… https://www.aidcalc.com/snhu/
  33. 33. Bob Johnson Consulting, LLC... @highedmarketing FOR INDIVIDUAL ACADEMIC PROGRAM AREAS… Top tasks at a glance… 33
  34. 34. Bob Johnson Consulting, LLC... @highedmarketing 34 Professional school home page… http://management.bu.edu/
  35. 35. Bob Johnson Consulting, LLC... @highedmarketing Easy to scan program choices… http://management.bu.edu/graduate/graduate-programs/ 35
  36. 36. Bob Johnson Consulting, LLC... @highedmarketing 36 Class profiles by academic areas… http://management.bu.edu/graduate/graduate-admissions/profile/
  37. 37. Bob Johnson Consulting, LLC... @highedmarketing 37 BLESSEDLY BRIEF INQUIRY FORMS… The longer a form, the fewer people who will complete it
  38. 38. Bob Johnson Consulting, LLC... @highedmarketing 38 Right from the home page is faster… Task #4: inquiries
  39. 39. Bob Johnson Consulting, LLC... @highedmarketing And this is even faster… 39
  40. 40. Bob Johnson Consulting, LLC... @highedmarketing Everything at a glance… http://www.cstudies.ubc.ca/about/contact.html 40
  41. 41. Bob Johnson Consulting, LLC... @highedmarketing 41 Asking for preferred contact options… https://www.scps.nyu.edu/contactUs.htm
  42. 42. Bob Johnson Consulting, LLC... @highedmarketing Program specific examples… http://www.drexel.com/online-degrees/engineering-degrees/ms-engtech/index.aspx & http://www.wlc.edu/ags/maed/ 42
  43. 43. Bob Johnson Consulting, LLC... @highedmarketing 43 Contact info from the program page… http://www.regis.edu/CPS/Academics/Degrees-and-Programs/UndergraduatePrograms/Bachelor-of-Science-in-Accounting.aspx
  44. 44. Bob Johnson Consulting, LLC... @highedmarketing 44 OTHER TASKS TO CONSIDER FOR SPECIAL GROUPS… How can your website help?
  45. 45. Bob Johnson Consulting, LLC... @highedmarketing 45 Pre-app transfer credit review… http://information.devry.edu/us/transfer-students?vc=167161
  46. 46. Bob Johnson Consulting, LLC Special page for the military… 46
  47. 47. Bob Johnson Consulting, LLC... @highedmarketing 47 Most vet sites focus on cost… Walden University… Liberty University…
  48. 48. Bob Johnson Consulting, LLC... @highedmarketing Video for vets… a personal story http://www.devry.edu/admissions/military.html 48
  49. 49. Bob Johnson Consulting, LLC... @highedmarketing TECHNIQUES TO PERSONALIZE THE EXPERIENCE… How can you connected with potential students? 49
  50. 50. Bob Johnson Consulting, LLC... @highedmarketing 50 Clear, friendly admission requirements… http://www.stedwards.edu/admission/adultlearners/requirements • Write like this… • “We consider your work and life experience, your....” • 10 times… • Use of “you” or “your” on this page • Abolish… • “Applicants must…” language
  51. 51. Bob Johnson Consulting, LLC... @highedmarketing 51 Chat contact for immediate questions… http://www.snhu.edu/Continuing-Education.aspx
  52. 52. Bob Johnson Consulting, LLC... @highedmarketing Repeat the call to action… http://www.mbaregis.com/ 52
  53. 53. Bob Johnson Consulting, LLC... @highedmarketing Repeat the call to action… http://www.mbaregis.com/ 53
  54. 54. Bob Johnson Consulting, LLC... @highedmarketing 54 Social media promo on website… http://www.phoenix.edu/students/online-communities.html
  55. 55. Bob Johnson Consulting, LLC... @highedmarketing GROWING IMPORTANCE FOR VIDEO… 55
  56. 56. Bob Johnson Consulting, LLC... @highedmarketing 56 Add video for program promotion… http://www.youtube.com/user/UBCContinuingStudies
  57. 57. Bob Johnson Consulting, LLC... @highedmarketing 57 Personal stories are best told in video… http://www.kenan-flagler.unc.edu/programs/emba/work-life-balance
  58. 58. Bob Johnson Consulting, LLC... @highedmarketing PUTTING CONTENT ON THE PAGE… K.I.S.S… Simple, fast task completion 58
  59. 59. Bob Johnson Consulting, LLC 59 WEB READERS ARE SCAN READERS… If people can’t scan your pages, people won’t read your content… Important, inexpensive, quick change starts with a cursor… Change big paragraphs to small paragraphs
  60. 60. Bob Johnson Consulting, LLC Not so scannable on this page… http://www.cofc.edu/about/index.php 60
  61. 61. Bob Johnson Consulting, LLC Easy to scan page… http://www.cofc.edu/academics/index.php 61
  62. 62. Bob Johnson Consulting, LLC Eliminate dense blocks of text… • Short paragraphs… 50 words or less • One-sentence paragraph is OK • Short sentences… 5 to 10 words • Subheads… • Active words, not labels • Flow from the primary page heading • Bullet points 62
  63. 63. Bob Johnson Consulting, LLC 63 Can’t scan “Program Highlights”…
  64. 64. Bob Johnson Consulting, LLC 64 Web-friendly content editing… • The BS in Elementary Education is a Florida Department of Education (FLDOE) approved program that culminates with both Reading and ESOL endorsement. • The program includes courses in teaching students with English as a second • • • • language, students with exceptionalities, reading competency, classroom management, assessment, and integrated approaches to teaching methodologies at the elementary school level. Students will learn to facilitate lessons that integrate math and science, health, music and movement, as well as literature, fine arts, language arts, and social sciences. Field experience requirements are progressive in nature, building upon previous semester experiences. Students will observe teachers in the field, teach lessons through the practicum courses, and complete a full-time teaching internship in their final semester. Courses are offered for full-time and part-time students, with blended and online courses where applicable. Students will complete one upper division literacy course (3 credit hours) taught by Florida Gulf Coast University faculty.
  65. 65. Bob Johnson Consulting, LLC 65 Easy to scan “Admissions” links… http://www4.esu.edu/admissions/index.cfm
  66. 66. Bob Johnson Consulting, LLC Easy to scan “About” page… http://www.stanford.edu/about/ 66
  67. 67. Bob Johnson Consulting, LLC... @highedmarketing WRAPPING UP… Mistakes to avoid… Resources to follow. 67
  68. 68. Bob Johnson Consulting, LLC 68 Check mobile after the home page…
  69. 69. Bob Johnson Consulting, LLC Fix long blocks of dense text… 69
  70. 70. Bob Johnson Consulting, LLC 70 And these mistakes as well… • Broken links… • Dated content… • Photos not related to page content…
  71. 71. Bob Johnson Consulting, LLC 71 Follow how adults access the web… http://bit.ly/11zdtx1
  72. 72. Bob Johnson Consulting, LLC 72 Make the case for speed… http://www.copyblogger.com/website-speed-matters/
  73. 73. Bob Johnson Consulting, LLC A speedy guide to going mobile… http://www.implementingresponsivedesign.com/ 73
  74. 74. Bob Johnson Consulting, LLC 74 Test for “real world” performance… http://www.guypo.com/uncategorized/real-world-rwd-performance-take-2/
  75. 75. Bob Johnson Consulting, LLC 75 Compare mobile site performance… http://mobitest.akamai.com/m/index.cgi
  76. 76. Bob Johnson Consulting, LLC... @highedmarketing Key points going forward… • Speed is critical at every step • Top task completion is a priority • Cost information presented early • Student profiles by academic areas • Calls to action repeated often • Blessedly brief inquiry forms • Video story telling 76
  77. 77. Bob Johnson Consulting, LLC... @highedmarketing THANKS FOR BEING HERE IN SAN DIEGO! Bob Johnson, Ph.D. (248.766.6425) bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com @highedmarketing on Twitter 77

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