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From Inquiries to Alumni:  Using Affordable Technology & Creative Marketing to Recruit  & Retain Students   AACRAO Technol...
Greg Williams, Ed.D. <ul><li>Director & Clinical Assistant Professor </li></ul><ul><li>Univ. of Maryland </li></ul><ul><li...
Case Study  Facts <ul><li>Univ. Maryland, Baltimore County </li></ul><ul><li>Instructional Design & eLearning  Graduate pr...
Program Enrollment   FY 2003 – 1,035 Credit Hours FY 2004 – 771 Credit Hours  FY 2008 – 1,239 Credit Hours 2004 – 2008  in...
Today’s Consumer  <ul><li>Search when they need to </li></ul><ul><li>They are in control </li></ul><ul><li>Little time to ...
Marketing Shift
Marketing Shift  <ul><li>Mass media  to  customized </li></ul><ul><li>Control from advertisers  to  consumers </li></ul><u...
Typical Marketing Approach   (graduate program) <ul><li>Stale ideas (e.g. open house) </li></ul><ul><li>Mostly advertising...
Comprehensive Approach  <ul><li>Needs assessment </li></ul><ul><li>Marketing research </li></ul><ul><li>Product developmen...
Analysis  Results <ul><li>Need for program </li></ul><ul><li>Student & alumni profile </li></ul><ul><li>Program quality go...
Position Statement   <ul><li>Why are you unique? </li></ul><ul><li>Program & services differentiation </li></ul><ul><li>Pr...
Focus on  Customer Needs  <ul><li>What do they want & when </li></ul><ul><li>How do they look for it </li></ul><ul><li>Is ...
We’re Having Cookies!
What Did Our  Customers Want?  <ul><li>Career info </li></ul><ul><li>Professional development info </li></ul><ul><li>Answe...
Our Approach   <ul><li>Comprehensive marketing </li></ul><ul><li>Technology as communication  </li></ul><ul><li>& marketin...
No Silver Bullet
Action Plan <ul><li>Biggest impact on enrollment?  </li></ul><ul><li>Our position statement </li></ul><ul><li>Focus on car...
Program Improvements <ul><li>New courses  </li></ul><ul><li>Course names & descriptions </li></ul><ul><li>Applied learning...
Service Improvements <ul><li>Admission & registration  </li></ul><ul><li>Career services </li></ul><ul><li>Online services...
Inquiry Management  <ul><li>Methods of inquiry </li></ul><ul><li>Greg’s role </li></ul><ul><li>System we inherited </li></...
Communication Plan  <ul><li>Current students </li></ul><ul><li>Program alumni </li></ul><ul><li>Internal audience </li></u...
Technology  Not a Universal Solution   <ul><li>Define need first </li></ul><ul><li>Identify possible tools </li></ul><ul><...
Technology Tools  <ul><li>Searchable content </li></ul><ul><li>Google Adwords </li></ul><ul><li>Website </li></ul><ul><li>...
 
Google AdWords  <ul><li>What is it? </li></ul><ul><li>Key word search </li></ul><ul><li>Google search – biggest inquiry  s...
Google AdWords Benefits <ul><li>Familiar technology  </li></ul><ul><li>Searchable content </li></ul><ul><li>Scalable, cont...
 
 
 
 
 
 
 
 
Apple’s iTunes University  <ul><li>What is it? </li></ul><ul><li>Familiar technology </li></ul><ul><li>Searchable content ...
 
 
YouTube  <ul><li>How we use it  </li></ul><ul><li>Searchable content </li></ul><ul><li>Familiar technology  </li></ul><ul>...
 
Communication Reinforcement  <ul><li>Website </li></ul><ul><li>Events </li></ul><ul><li>Services, career help, jobs ads </...
Results  FY2004 – 771 Credit Hours  FY2008 – 1,239 Credit Hours FY2004 – FY2008  increase of 60%
Lessons Learned <ul><li>Comprehensive marketing approach </li></ul><ul><li>Searchable content, meaningful content </li></u...
 
Greg Williams, Ed.D. <ul><li>Director & Clinical Assistant Professor </li></ul><ul><li>Univ. of Maryland </li></ul><ul><li...
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American Association College Registrars Admissions Officers (AACRAO) Presentation 2008

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American Association College Registrars Admissions Officers (AACRAO) Presentation 2008

  1. 1. From Inquiries to Alumni: Using Affordable Technology & Creative Marketing to Recruit & Retain Students AACRAO Technology Conference July 12, 2008 Greg Williams, Ed.D.
  2. 2. Greg Williams, Ed.D. <ul><li>Director & Clinical Assistant Professor </li></ul><ul><li>Univ. of Maryland </li></ul><ul><li>[email_address] </li></ul><ul><li>www.gregwilliams.net </li></ul>
  3. 3. Case Study Facts <ul><li>Univ. Maryland, Baltimore County </li></ul><ul><li>Instructional Design & eLearning Graduate program </li></ul><ul><li>Enrollment declining </li></ul><ul><li>One year to improve </li></ul><ul><li>Staff of one </li></ul>
  4. 4. Program Enrollment FY 2003 – 1,035 Credit Hours FY 2004 – 771 Credit Hours FY 2008 – 1,239 Credit Hours 2004 – 2008 increase of 60%
  5. 5. Today’s Consumer <ul><li>Search when they need to </li></ul><ul><li>They are in control </li></ul><ul><li>Little time to spend </li></ul><ul><li>Fast paced lifestyle </li></ul><ul><li>Search using tools they know </li></ul><ul><li>Think like “adult learners” </li></ul>
  6. 6. Marketing Shift
  7. 7. Marketing Shift <ul><li>Mass media to customized </li></ul><ul><li>Control from advertisers to consumers </li></ul><ul><li>Sketchy results to measurable results </li></ul><ul><li>Limited Internet access to widespread </li></ul><ul><li>Few media tools to many tools </li></ul><ul><li>Traditional ads to Internet </li></ul>
  8. 8. Typical Marketing Approach (graduate program) <ul><li>Stale ideas (e.g. open house) </li></ul><ul><li>Mostly advertising </li></ul><ul><li>Program & services not evaluated </li></ul><ul><li>Ineffective inquiry mgt & follow-up </li></ul><ul><li>Passive use of technology </li></ul><ul><li>Little engagement of inquirers </li></ul>
  9. 9. Comprehensive Approach <ul><li>Needs assessment </li></ul><ul><li>Marketing research </li></ul><ul><li>Product development </li></ul><ul><li>Pricing </li></ul><ul><li>Distribution </li></ul><ul><li>Selling </li></ul><ul><li>Advertising </li></ul><ul><li>Public relations </li></ul>
  10. 10. Analysis Results <ul><li>Need for program </li></ul><ul><li>Student & alumni profile </li></ul><ul><li>Program quality good </li></ul><ul><li>Students, alums, employers liked program </li></ul><ul><li>Some new courses needed </li></ul><ul><li>Opportunity to go online </li></ul>
  11. 11. Position Statement <ul><li>Why are you unique? </li></ul><ul><li>Program & services differentiation </li></ul><ul><li>Problem you are solving? </li></ul><ul><li>What do you offer that others don’t? </li></ul><ul><li>Why should people associate with you? </li></ul>
  12. 12. Focus on Customer Needs <ul><li>What do they want & when </li></ul><ul><li>How do they look for it </li></ul><ul><li>Is your content meaningful? </li></ul><ul><li>Is your message reinforced? </li></ul>
  13. 13. We’re Having Cookies!
  14. 14. What Did Our Customers Want? <ul><li>Career info </li></ul><ul><li>Professional development info </li></ul><ul><li>Answers to their job situation </li></ul><ul><li>How will program help them? </li></ul><ul><li>Career counseling </li></ul>
  15. 15. Our Approach <ul><li>Comprehensive marketing </li></ul><ul><li>Technology as communication </li></ul><ul><li>& marketing tool </li></ul><ul><li>Build relationships </li></ul><ul><li>Interactive communication </li></ul><ul><li>Meaningful content </li></ul><ul><li>Career content & services </li></ul>
  16. 16. No Silver Bullet
  17. 17. Action Plan <ul><li>Biggest impact on enrollment? </li></ul><ul><li>Our position statement </li></ul><ul><li>Focus on career needs </li></ul><ul><li>Use technology to help </li></ul><ul><li>Short-tem vs. long term </li></ul>
  18. 18. Program Improvements <ul><li>New courses </li></ul><ul><li>Course names & descriptions </li></ul><ul><li>Applied learning format </li></ul><ul><li>Improve instructional technology </li></ul>
  19. 19. Service Improvements <ul><li>Admission & registration </li></ul><ul><li>Career services </li></ul><ul><li>Online services, e.g. library </li></ul><ul><li>Response time </li></ul>
  20. 20. Inquiry Management <ul><li>Methods of inquiry </li></ul><ul><li>Greg’s role </li></ul><ul><li>System we inherited </li></ul><ul><li>How it was used in past </li></ul><ul><li>New approach </li></ul>
  21. 21. Communication Plan <ul><li>Current students </li></ul><ul><li>Program alumni </li></ul><ul><li>Internal audience </li></ul><ul><li>Employers </li></ul><ul><li>Professional Associations </li></ul>
  22. 22. Technology Not a Universal Solution <ul><li>Define need first </li></ul><ul><li>Identify possible tools </li></ul><ul><li>Evaluate, ease of use, cost </li></ul><ul><li>Then select appropriate tool </li></ul>
  23. 23. Technology Tools <ul><li>Searchable content </li></ul><ul><li>Google Adwords </li></ul><ul><li>Website </li></ul><ul><li>YouTube </li></ul><ul><li>iTunes university </li></ul>
  24. 25. Google AdWords <ul><li>What is it? </li></ul><ul><li>Key word search </li></ul><ul><li>Google search – biggest inquiry source method </li></ul><ul><li>Reporting function </li></ul>
  25. 26. Google AdWords Benefits <ul><li>Familiar technology </li></ul><ul><li>Searchable content </li></ul><ul><li>Scalable, control costs </li></ul><ul><li>measurable & immediate results </li></ul><ul><li>Integrate with other marketing </li></ul>
  26. 35. Apple’s iTunes University <ul><li>What is it? </li></ul><ul><li>Familiar technology </li></ul><ul><li>Searchable content </li></ul><ul><li>How we use it </li></ul><ul><li>Reinforces message </li></ul><ul><li>Free </li></ul>
  27. 38. YouTube <ul><li>How we use it </li></ul><ul><li>Searchable content </li></ul><ul><li>Familiar technology </li></ul><ul><li>How we use it, e.g. events </li></ul><ul><li>Reinforces message </li></ul><ul><li>Free </li></ul>
  28. 40. Communication Reinforcement <ul><li>Website </li></ul><ul><li>Events </li></ul><ul><li>Services, career help, jobs ads </li></ul><ul><li>Employer services </li></ul><ul><li>Professional associations </li></ul><ul><li>Faculty presentations & conferences </li></ul>
  29. 41. Results FY2004 – 771 Credit Hours FY2008 – 1,239 Credit Hours FY2004 – FY2008 increase of 60%
  30. 42. Lessons Learned <ul><li>Comprehensive marketing approach </li></ul><ul><li>Searchable content, meaningful content </li></ul><ul><li>Position statement & differentiation </li></ul><ul><li>Technology is not a savior </li></ul><ul><li>Services make a difference </li></ul><ul><li>Relationships matter </li></ul><ul><li>No overnight success </li></ul>
  31. 44. Greg Williams, Ed.D. <ul><li>Director & Clinical Assistant Professor </li></ul><ul><li>Univ. of Maryland </li></ul><ul><li>[email_address] </li></ul><ul><li>www.gregwilliams.net </li></ul>

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