NAGAP 2012: "Not Everything is Bigger in Texas: Small Things That Make A Big Impact on Recruitment Efforts"
Not Everything Is Bigger in Texas: Small Things that Makea Big Impact on Recruitment Efforts MARCUS HANSCOM ASSOCIATE DIRECTOR OF GRADUATE RECRUITMENT AND OUTREACH UNIVERSITY OF NEW HAVEN PRESIDENT, NEGAP
@MarcusHanscomMaybe everything is BIGGER in Texas…
@MarcusHanscom…but you don’t need BIG to make a big splash!
@MarcusHanscom Last Year’s Assignments1. Conduct a program demographic assessment2. Do a lead generation audit3. Set up unique source pages4. Create a referral source policy5. Become a user on Google Analytics (and use it)6. Use the URL builder to create a tracking URL7. Assign revenue to lead sources for ROI
@MarcusHanscom Struggles of our offices• Limited staff• Limited resources• Limited expertise – Apprehension – Time to Learn – Tech overload• Limited institutional support (or apathy)?
@MarcusHanscom This session• Utilizing technology to “lighten the load”• Making your search for content to post on social media easy• Building brand awareness with little effort on social media
@MarcusHanscomWading through the masses to get something that worksTECHNOLOGY OVERLOAD
@MarcusHanscom Primary Issues• Misconceptions of time commitment• Leveraging technology to work for you, not create work for you• Means of acquiring knowledge / Staying current• Hiring the right people
@MarcusHanscom Your best tools• CRM, CRM, CRM• Our own websites• Directory Sites• Social Media (and related software)
@MarcusHanscom Lightening the Load: Your CRM• Toss out the “HTML graphic email” is king mentality – Keep in mind personalization, smart phones – Perception of your message• Collect any and everything… – But don’t overburden students with it• Send one-time emails to targeted audiences with program-related news
@MarcusHanscom Assignment #1• Create an automated, plain text email from you in your CRM – Various functions: Welcome, thank you, congrats – Not from your institution or office - you• After Completion – Compare results with your HTML messages • Read Rate • Interaction Rate • Response Rate
@MarcusHanscom Assignment #2• Audit your inquiry form(s) – Are you asking the right questions? – What questions are necessary?• After Completion – SHORTEN your inquiry form as much as possible
@MarcusHanscomLightening the Load: Our Websites• Are all student questions answered?• How big of a shovel do I need?• Not just a problem “for the marketing department”• Integration with SM• Succinct, clear messaging
@MarcusHanscom Assignment #3• Do a website audit for your area – Can you identify top questions you are asked and easily identify answers on your site? – How readily can students get their answers? – Focus your phone calls on students who need more in-depth information and support• After Completion: – Make necessary adjustments with your web team including content, graphics, and navigation
@MarcusHanscom Analytics• Key metrics to use for decision-making• Focus on specific pages instead of trying to fix an entire website• Identify strategies to improve pages to help recruitment
@MarcusHanscom Assignment #4• Pick one page on your website and analyze key statistics (Google Analytics or similar) to improve the page – Bounce rate, time on site, % exits… – Avoid using just one metric – Be aware of the goal of the page• After Completion – Identify a metric you want to improve – Strategically amend page content – Compare analytics results with previous version
@MarcusHanscom Lightening the Load: Directory Sites• Directory sites – Why you? – Catalog copy or marketing copy?• “More info” links – Lead to your webpage? A form? Landing pages? – Are they tracked?• Clarify calls to action internally and externally
@MarcusHanscom Landing Pages• Where are you sending students from online advertising?• “Our website” isn’t enough• Relevant content• Avoid too many “clicks”
@MarcusHanscom Assignment #5• Complete a “directory listing audit” – What sites are you featured on? – Does your listing answer the right questions? – Where are students being directed? – Who is responsible for updating content?• After Completion – What needs to be rewritten? How will you be involved? What do you need on your website?
@MarcusHanscom Assignment #6• Create a landing page on your website to service an ad or directory listing – Page content must reflect the content of your ad or listing – Do not send students to a generic page• After Completion – Evaluate analytics for the page; evaluate tracked leads if available
@MarcusHanscomLightening the Load: Social Media• Alerts and searches for content – Google Alerts – Create searches on Twitter related to programs, industry, your institution, and more• Schedule messaging with tools like Hootsuite or TweetDeck• Enlist student help
@MarcusHanscom Assignment #7• Create a Google Alert – ie. “University of New Haven” – Can set frequency to your preference• After completion – Regularly check for news related to your programs, students, alumni, and faculty – Post related content to your respective SM channels; use Bitly for tracking
@MarcusHanscom Assignment #8• Create a saved search on Twitter – ie. #criminaljustice, #MBA, #gradadm, #gradschool• After Completion – Check searches regularly for content that can be retweeted to your followers
@MarcusHanscom Suggested Social Media Tools• Hootsuite• TweetDeck• Bit.ly• Facebook Insights
@MarcusHanscom Assignment #9• Schedule a tweet or Facebook post using Hootsuite or TweetDeck – Time with an event or activity – Time zone awareness• After Completion – Set up a social media schedule for planned events – Sit back and relax!
@MarcusHanscomProducing results on social mediaHELP, I CAN’T FIND MY CONTENT
@MarcusHanscom Social Media Content• Interaction with your audience• Vary your content – “Yay, come to my event!” 100X• Vary your channels – Audiences? – Platforms?• What is your brand message?
@MarcusHanscom Types of Content (According to MH)• Direct self promotion• Indirect self promotion• “Altruistic” self promotion
@MarcusHanscom Direct Self Promotion on SM• Events• Admissions Announcements• Grad Fair Attendance• “Leeching” on other content• Interactions with prospective students
@MarcusHanscom “Altruistic” Self Promotion on SM• Graduate School Tips• Financial Aid Tips• News related to your programs• Job Postings
@MarcusHanscom Assignment #10• A. Make a post to your Twitter or Facebook account about an alumnus or faculty member• B. Make a post or retweet content designed to help the student and not sell you – Use bit.ly to track link content• After completion: – Assess if your messages have interaction. Any response? Clicks on the link? Retweets?
@MarcusHanscomBrand AwarenessWHO AM I AND WHY AM I HERE?
@MarcusHanscom Social Media Advertising• Creating a first ad – Demographic targeting – Geo-targeting• Ways to use these ads – Program Awareness – Brand Awareness – Recruitment Fairs – Webinars / Open Houses / Recruitment Events
@MarcusHanscomSocial Media Advertising Channels• Be mindful of platform and audience• Costs: CPM vs. CPC
@MarcusHanscom Assignment #11• Create your first social media ad – Fine tune your demographics – Identify a budget – Send students to a specific landing page or related content page• After completion: – Review your exposure and clicks – Review CPC/CPM costs
@MarcusHanscom Social Media Potpourri• Use #hashtags in your tweets – ie. #iopsychology or #emergencymanagement• Follow industry news and industry leader Twitter accounts – Example: @forensicnews – RT relevant content to your followers
@MarcusHanscomIdentifying the value in what you just sat throughTAKEAWAYS, FUTURE THOUGHTS,AND Q&A
@MarcusHanscom Overview of Assignments1. Create an automated, plain text email in your CRM2. Audit and shorten your inquiry form3. Audit your section of the website4. Optimize a page on your site with key metrics5. Complete a directory listing audit
@MarcusHanscom Overview of Assignments6. Create a landing page for your ad content7. Create a Google Alert8. Create saved searches on Twitter9. Schedule a tweet or Facebook post10.Create one SM post about your faculty or alumni and one “altruistic” post11. Create a social media ad
@MarcusHanscom Final Thoughts• Work smarter, not harder• Technology does not necessarily make things “un-personalized”• Time commitment is not astronomical• Technology – and social media specifically – can be your greatest asset
Thank youMarcus HanscomUniversity of New Haven203email@example.com@marcushanscom