Student recruiting success

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  • I am here to talk to you about social media recruiting 101- but there is much that plays into social media.
  • I am here to talk to you about social media recruiting 101- but there is much that plays into social media.
  • If there was no limit of resources, what would student recruitment look like for CIU?What are the viewpoints of your stakeholders?Admissions teams, Professors, Administration, Current students, Past students Alumni, Future studentsWhat is CIU’s Unique Value Proposition?-a promise of value to be delivered and the belief from the customer that the value will be experienceValue proposition building timelineExternal audiencesColumbia? Region? Christendom? Other colleges? High School networks? Accrediting associations?
  • Who is currently finding you?-how did they find CIU?ASCS- Abandoned shopping cart syndrome?Who are you not meant to serve?-knowing who you don’t serve helps you define who you do serve
  • ASCS- Abandoned shopping cart syndrome?How do these numbers effect what you do?
  • What is your existing sales funnel look like?Conduct an 80/20 analysis80 percent of your results come from 20 percent of your efforts-The pareto principle-What is the most effective?-What are you wasting time, energy, and money on?-Italian economist Apply zero-based thinking-Apply zero-based thinking - “Knowing what I now know, is there anything I am doing today that I wouldn’t get into again if I had to do it over?”Ensure a clear lead capture – email address and phone number are essential-What is your call to action? Are you inviting potential students to engage deeper? Is there a follow-up process?How might you incentivize your CTA?
  • I am here to talk to you about social media recruiting 101- but there is much that plays into social media.What are the characteristics of usable supporting documents?Do your collateral materials support your vision?Do they communicate your UVP?Do they engage your audience?Do they invite students into your sales funnel?
  • I am here to talk to you about social media recruiting 101- but there is much that plays into social media.Traditional media increases exposure, brand awareness-limited reach-not targetted-expensiveSocial media leads to conversations:-highlytargetted-flexible-affordableWhat media do you current use?What is working?What about social media?
  • I am here to talk to you about social media recruiting 101- but there is much that plays into social media.
  • I am here to talk to you about social media recruiting 101- but there is much that plays into social media.
  • I am here to talk to you about social media recruiting 101- but there is much that plays into social media.
  • Partnering increases audience reachUse existing relationships to increase lead generation opportunitiesPartnerships increase news-making opportunitiesBuild new relationships with affinity organizationsWho are your natural affiliates? Who might be a stretch?
  • What gets measured gets managedKey performance measuresThe knowledge gap vs. the application gap3 semester strategy- What % of freshmen become softmBroken windows theorySouthwest airlines
  • I am here to talk to you about social media recruiting 101- but there is much that plays into social media.
  • I am here to talk to you about social media recruiting 101- but there is much that plays into social media.
  • Student recruiting success

    1. 1. Student Recruitment The key differentiator betweenschools that make budget and make budget cuts
    2. 2. Today’s session facilitated by• Dr. Brian J. Dixon• Ed.D. in Educational Technology• Author of Social Media for School Leaders• CEO of Helix Network of Educational Choices
    3. 3. 7 step strategy• Clarify your vision• Analyze your audience• Define your sales process• Refine your supporting documents• Launch a comprehensive media strategy• Build your affiliate networks• Track and assess
    4. 4. Clarify your vision• If there was no limit of r_______, what would student recruitment look like for you?• On a scale of 1-10, how close are you to your vision today?• What are the viewpoints of your s_________?• What is your U_____ V______ P__________?• How do e___________ a___________ view your UVP?
    5. 5. Analyze your audience• Who is _________ finding you?• What do _____ see as your UVP?• Do you suffer from A________ S_______ C____ S________?• Who are you n___ meant to s______?
    6. 6. Abandoned Shopping Cart Syndrome• High shipping prices (72%)• Comparison shopping or browsing (61%)• Changed mind (56%)• Saving items for later purchase (51%)• Total cost of items is too high (43%)• Checkout process is too long (41%)• Checkout requires too much personal information (35%)• Site requires registration before purchase (34%)• Site is unstable or unreliable (31%)• Checkout process is confusing (27%)* From research (Fall, 2001) by VividenceCorporation
    7. 7. Define your sales process• What does your existing s____ f____ look like?• Conduct an ______ analysis• Apply ____-________ thinking• Ensure a clear l___ c_______• What is your c___ to a______?• How might you ____________ your CTA?
    8. 8. Refine your supporting documents• What are the characteristics of _________ supporting documents?• Do your collateral materials support your ________?• Do they _____________ your UVP?• Do they _________ your audience?• Do they _________ students into your sales funnel?
    9. 9. Launch a comprehensive media strategy• Traditional media increases ____________ – Limited reach – Not targeted – Expensive• Social media leads to ______________ – Unlimited reach – Highly targeted – Affordable
    10. 10. How has Social Media impacted…• Your relationships• Your students• Your school• Your community• The world
    11. 11. Reasons to use Social Media• Share your story• Better attendance at events• Authentic feedback• Donor engagement• Community buy-in• Student recruitment
    12. 12. Your Social Media Toolbox• eNewsletters • Email• Facebook • Classroom Portals• Twitter • Student Portfolios• Website • President’s Blog• Ning • Mobile Devices• YouTube • LinkedIn• Online Surveys • Google Plus
    13. 13. Social Media empowers Engagement
    14. 14. eNewsletters
    15. 15. Facebook
    16. 16. Facebook
    17. 17. Twitter
    18. 18. Website
    19. 19. Website
    20. 20. Website
    21. 21. Ning
    22. 22. YouTube
    23. 23. Online Surveys
    24. 24. Email
    25. 25. Classroom Portals
    26. 26. Classroom Portals
    27. 27. Student Portfolios
    28. 28. Student Portfolios
    29. 29. School Leader’s Blog
    30. 30. School Leader’s Blog
    31. 31. Mobile Devices
    32. 32. LinkedIn
    33. 33. LinkedIn
    34. 34. Google Plus
    35. 35. Build your affiliate networks• P__________ increases audiencer_____• Use _________ relationships to increase ____ _____________ opportunities• Partnerships increase n____-_________ opportunities• Build ____ relationships with ________ organizations
    36. 36. Track and assess• What gets _________ gets ____________• Key ___________ measures• The knowledge _____ vs. the ____________ gap
    37. 37. 7 step strategy• Clarify your vision• Analyze your audience• Define your sales process• Refine your supporting documents• Launch a comprehensive media strategy• Build your affiliate networks• Track and assess
    38. 38. Questions and Actions Contact information: brianjdixon.com brian@brianjdixon.com 225-505-5013

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