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.

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

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

12. 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”

13. Success = influence

14. They drive the decisions
of your audiences

18. https://www.whitehouse.gov/the-press-office/2014/01/30/remarks-president-
opportunity-all-and-skills-americas-workers
© Kevin Lamarque—Reuters

19. http://www.cbsnews.com/news/dropping-
out-is-college-worth-the-cost/
© Bloomberg/Getty Images

20. http://bostinno.streetwise.co/2014/09/19/pa
ypal-co-founder-peter-thiels-thoughts-on-
higher-education-video/
© Bloomberg/Getty Images

21. 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

23. Timely and relevant:
“How America Saves”

25. Depth:

26. Depth:
Peterson’s

33. https://www.salliemae.com/plan-for-college/how-america-saves-for-college

34. Blog excerpts: http://amomstake.com and http://sayyes.com

38. http://volunteer.truist.com/uwkc/volunteerquiz

40. ValidationDeliberation

41. Courage in our
convictions
Empirical
proof

45. “Let’s get you here”
not just
“see yourself here”
@mbloomstein | #ConfabEDU

46. vs.

47. vs.
EVERYTHING YOU HAVE TO DO

48. versus

49. “Okay, here’s what to do next,
and you don’t have much more
before you’re done.”

58. Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
Books: http://amzn.to/CSatWork
BrandSort: http://cards.appropriateinc.com
Talks: http://slideshare.net/mbloomstein