Edu Web 2008 Presentation

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Edu Web 2008 Presentation

  1. 1. You Have Faculty Using Technology to Market... Are You Kidding Me? edu Web Conference July 21, 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><ul><li>Faculty “in-charge” of marketing </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. Changing Faculty Role <ul><li>More comprehensive responsibilities </li></ul><ul><li>More non-traditional taks </li></ul><ul><li>Fewer tenure track opportunities </li></ul><ul><li>More accountability </li></ul><ul><li>Importance of advising </li></ul><ul><li>Increased PR & marketing role </li></ul><ul><li>“ This is not what I signed up for” </li></ul>
  6. 6. Faculty Evaluation <ul><li>Teaching </li></ul><ul><li>Research & publications </li></ul><ul><li>Service </li></ul><ul><li>What’s missing? </li></ul>
  7. 7. Why People Don’t Perform (Robert Mager) <ul><li>Don’t know how </li></ul><ul><li>Don’t know what’s expected </li></ul><ul><li>Don’t have the authority </li></ul><ul><li>Don’t get timely feedback/info </li></ul><ul><li>Punished or ignored for succeeding </li></ul><ul><li>Rewarded for doing wrong things </li></ul><ul><li>Nobody notices </li></ul>
  8. 8. Why Should Faculty Market? <ul><li>No Students = No Job </li></ul><ul><li>Link to external world </li></ul><ul><li>Promotes program & faculty </li></ul><ul><li>Start of advising relationship </li></ul>
  9. 9. 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><ul><li>Faculty “in-charge” of marketing </li></ul>
  10. 10. 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>
  11. 11. Marketing Shift
  12. 12. 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>
  13. 13. 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>
  14. 14. 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>
  15. 15. 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>
  16. 16. 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>
  17. 17. 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>
  18. 18. We’re Having Cookies!
  19. 19. 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>
  20. 20. 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>
  21. 21. No Silver Bullet
  22. 22. 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>
  23. 23. 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>
  24. 24. 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>
  25. 25. 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>
  26. 26. 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>
  27. 27. 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>
  28. 28. 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>
  29. 30. 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>
  30. 31. 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>
  31. 40. 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>
  32. 43. 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>
  33. 45. 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>
  34. 46. Results FY2004 – 771 Credit Hours FY2008 – 1,239 Credit Hours FY2004 – FY2008 increase of 60%
  35. 47. 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><ul><li>Remember how you get rewarded </li></ul>
  36. 49. 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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