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Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016

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Long before you target prospective students, they’re forming opinions, narrowing options, and determining costs… without talking to you. They’re hearing other voices—and what those voices say may surprise you. Today, organizations like Peterson’s, Sallie Mae, and College Confidential help students vet schools and determine budgets, conversations previous generations had with guidance counselors and college recruiters.

Discover how publishers and financial institutions are earning trust through new choices in content types, calls to action, and partner investments. As higher education draws scrutiny for cost and relevance, it’s time to learn from adjacent industries and reframe the conversation from your own institution.

Learn how students gain confidence in their choices as they navigate the application and aid processes.

Discover what prospects look for when determining what resources deserve their time, attention, and trust.

Uncover how partners can strengthen your brand in the topics students value—especially when they don’t want to hear about those topics from you.

Presented at Confab Higher Ed 2016, #ConfabEDU, in Philadelphia November 15, 2016.

Published in: Education
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Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016

  1. BEHIND YOUR BACK: HOW OTHER INDUSTRIES TALK ABOUT HIGHER ED Confab Higher Ed #ConfabEDU November 15, 2016 Margot Bloomstein @mbloomstein
  2. “Is college even still a smart investment?” (cc) Jamin Gray @mbloomstein | #ConfabEDU
  3. “Is college even still a smart investment?” “My friend said he held off on the FAFSA” @mbloomstein | #ConfabEDU
  4. “Is college even still a smart investment?” “My friend said he held off on the FAFSA” “Did I focus on one sport too soon?” @mbloomstein | #ConfabEDU
  5. Questioning the value Looking to other resources Losing focus to other anxieties @mbloomstein | #ConfabEDU
  6. You’re not alone. @mbloomstein | #ConfabEDU
  7. Let’s bring some solutions into the light that meet those challenges through content strategy. @mbloomstein | #ConfabEDU
  8. @mbloomstein | #ConfabEDU
  9. Other colleges Financial advisors 401k information State 529 plans Rankings editors Politicians Neighbors Media Friends Parents Counselors
  10. Other colleges Financial advisors 401k information State 529 plans Rankings editors Politicians Neighbors Media Friends Parents Counselors Prospective students Current students Professional groups Company recruiters Local neighbors Faculty & staff Parents Alumni Media Government Prospective faculty
  11. Other colleges Financial advisors 401k information State 529 plans Rankings editors Politicians Neighbors Media Friends Parents Counselors Prospective students Current students Professional groups Company recruiters Local neighbors Faculty & staff Parents Alumni Media Government Prospective faculty timing finances “fit”
  12. Success = influence
  13. They drive the decisions of your audiences
  14. https://www.whitehouse.gov/the-press-office/2014/01/30/remarks-president- opportunity-all-and-skills-americas-workers © Kevin Lamarque—Reuters
  15. http://www.cbsnews.com/news/dropping- out-is-college-worth-the-cost/ © Bloomberg/Getty Images
  16. http://bostinno.streetwise.co/2014/09/19/pa ypal-co-founder-peter-thiels-thoughts-on- higher-education-video/ © Bloomberg/Getty Images
  17. Other colleges Financial advisors 401k information State 529 plans Rankings editors Politicians Neighbors Media Friends Parents Counselors Prospective students Current students Professional groups Company recruiters Local neighbors Faculty & staff Parents Alumni Media Government Prospective faculty value
  18. Timely and relevant: “How America Saves”
  19. Depth:
  20. Depth: Peterson’s
  21. https://www.salliemae.com/plan-for-college/how-america-saves-for-college
  22. Blog excerpts: http://amomstake.com and http://sayyes.com
  23. http://volunteer.truist.com/uwkc/volunteerquiz
  24. ValidationDeliberation
  25. Courage in our convictions Empirical proof
  26. “Let’s get you here” not just “see yourself here” @mbloomstein | #ConfabEDU
  27. vs.
  28. vs. EVERYTHING YOU HAVE TO DO
  29. versus
  30. “Okay, here’s what to do next, and you don’t have much more before you’re done.”
  31. Margot Bloomstein @mbloomstein margot@appropriateinc.com Books: http://amzn.to/CSatWork BrandSort: http://cards.appropriateinc.com Talks: http://slideshare.net/mbloomstein

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