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    1. 1. Staying Ahead of the Communications Curve: New Communication Techniques Jody Ordioni • June 2007 What’s Next?
    2. 2. Meet Sara Cain; Freshman Class 2008 <ul><li>Digital Native </li></ul><ul><li>Millennial </li></ul><ul><li>Gen “Y”er </li></ul><ul><li>Echo Boomer </li></ul><ul><li>Technosexual </li></ul>
    3. 3. Teen Statistics <ul><ul><li>87% are internet users </li></ul></ul><ul><ul><li>45% own a cell phone </li></ul></ul><ul><ul><li>33% use text messaging </li></ul></ul><ul><ul><li>83% are doing something else </li></ul></ul><ul><ul><li>while watching TV </li></ul></ul>Pew Research study
    4. 4. Attention is the currency of the new economy. &quot;The Attention Economy” - by Thomas H. Davenport, John C. Beck
    5. 5. The Rules of Me Marketing How to Make the Most of your Message, Media, Metrics and Meager Budget
    6. 6. Branding is not a Communications Strategy; It’s a Business Imperative! Build Your Brand. Rule #1-
    7. 13. <ul><li>Contributions to Stanford University rose 50% to top $911.6 million, the largest amount ever raised by a U.S. university in a year . </li></ul><ul><li>Council for Aid to Education </li></ul>
    8. 14. It’s a great school! GREAT BRANDING “BUYS” WORD OF MOUTH
    9. 15. <ul><li>9% of inquiry pool </li></ul><ul><li>56% of applicant pool </li></ul><ul><li>54% of accept pool </li></ul><ul><li>77% of enrolled pool </li></ul><ul><li>Stats on Word of Mouth Marketing </li></ul><ul><li>Rollins College, Winter Park FL </li></ul>Rollins College, Winter Park FL
    10. 16. Communicating With Teens Brand loyalty starts at a young age Customization is key Friends are family Choice is an expectation idealistic -- want to make a meaningful contribution Speak to them on their level; don’t talk down Reach them where they live, work and play Alloy Research study
    11. 17. Relentless Simultaneous Communication Rule # 2- Make the most of your new media options-
    12. 18. Optimize Your Website: <ul><ul><ul><li>Get high rankings on every search </li></ul></ul></ul><ul><ul><ul><li>Build links </li></ul></ul></ul><ul><ul><ul><li>Use tags, keywords </li></ul></ul></ul><ul><ul><ul><li>and photo captions </li></ul></ul></ul>
    13. 19. Search Engine Marketing
    14. 20. Website E-Expectations Class of 2007 Complete a financial aid estimator form (88%) Complete a tuition cost calculator form (83%) Complete an admissions application online (81%) Request a campus visit by completing a form (81%) Exchange instant messages with an admissions counselor or student worker (72%) Complete a form to RSVP for a campus event (72%) Inquire online (70%) Read profiles of faculty (64%) E-mail a faculty member (64%) Read a blog written by a member of the faculty (64%) Read profiles of current students (63%) Read a blog written by a current student (63%) View a virtual tour (63%) Personalize a Web site (62%) E-mail current students from the site (61%) © 2006 Noel-Levitz, Inc. • Report: Engaging the “Social Networking” Generation <ul><ul><ul><li>Give Students What They Want </li></ul></ul></ul>
    15. 21. Get your Best Blogging There are 100,000 new blogs daily (2 per second)
    16. 22. The MIT bloggers average 15,000 to 20,000 hits per day fromore than 5,000 unique visitors. Admitted students rank the blogs among the top three factors influencing their decision to attend MIT.
    17. 23. Push Technology: RSS Feeds Broadcasting Your Content to Opt-In Audiences
    18. 24. RSS Feeds: Broadcasting Your Content to Opt-In Audiences <ul><li> </li></ul><ul><li> </li></ul>
    19. 25. Push Technology: Podcasts There are more podcasts than global radio stations www.audioblog
    20. 26. Push Technology: Videocasts
    21. 27. <ul><li>MySpace revenues of $200 million were estimated for 2006, with over 1 billion page views per month and 100 million profiles </li></ul><ul><li>Facebook was named as the second most &quot;in&quot; thing among undergraduates ( tied with beer and losing only to the iPod ) </li></ul>Build Communities
    22. 28. Gator Nation Network
    23. 29. Rule #3 Make the most of your meager budget - Start with Free Case Study: Caltech
    24. 30. Caltech Wikipedia
    25. 31. Caltech Alumni Social Networks myspace Linkedin
    26. 32. Caltech Videos in Google Video
    27. 33. Caltech blog
    28. 34. Caltech $1.4 billion Brand Alumni fundraising
    29. 35. What’s Next?
    30. 36. In-text Advertising
    31. 37. Instant Messaging <ul><li>Only 23% institutions are using yet 77% of students would be receptive </li></ul><ul><li>(One in five send more than 100 im’s a day!) </li></ul>
    32. 38. Mobi-Web and Text Messaging Mobile e-mail to triple by 2011 to 212 million users worldwide.
    33. 40. Interactive Messaging
    34. 41. Virtual Worlds
    35. 42. Good News! <ul><ul><ul><li>Over 83% of 1,500 marketing professionals surveyed consider </li></ul></ul></ul><ul><ul><ul><li>email marketing </li></ul></ul></ul><ul><ul><ul><li>the most important </li></ul></ul></ul><ul><ul><ul><li>advertising medium in 2007. </li></ul></ul></ul><ul><li>Datran Media </li></ul>
    36. 43. Me Marketing: The Process
    37. 44. <ul><ul><li>Which three adjectives best describe your school? </li></ul></ul><ul><ul><li>How does your school change a students life? </li></ul></ul><ul><ul><li>If your school disappeared tomorrow, </li></ul></ul><ul><ul><li>what would be missed most of all? </li></ul></ul><ul><ul><li>What is the single most important aspect of your school? </li></ul></ul><ul><ul><li>With regard to your school what do you feel passionate about? </li></ul></ul>Define Your Brand
    38. 45. Align Your Message Build a Brand Fortress • Increased Sales • Greater Market Share • Greater Loyalty • Repeat Business
    39. 46. Design a marketing campaign <ul><li>Who is your target audience(s)? </li></ul><ul><li>What information is important to your audience? </li></ul><ul><li>Where is your audience? </li></ul><ul><li>How can you reach them? (Start with Free) </li></ul>
    40. 47. (Start with Free) <ul><li>Create a buzz </li></ul><ul><li>Identify ambassadors </li></ul><ul><li>Build communities </li></ul><ul><li>Develop relationships </li></ul><ul><li>Use PR </li></ul><ul><li>Activate in the community </li></ul>
    41. 48. Refine based on metrics <ul><li>How well did we do? </li></ul><ul><li>Data analysis </li></ul><ul><li>Enhance and adjust </li></ul>
    42. 49. Which articles are being read?
    43. 50. Who is coming to your site?
    44. 51. What are your results?
    45. 52. Take Baby Steps
    46. 53. BRANDEMiX is an advertising/communications/consulting firm specializing in branding for business results. We create and implement aligned advertising and internal communications that connect audiences to organizational culture, goals and vision. Our services include: Advertising • Student Enrollment • Business Communications • Consulting Faculty Recruitment Advertising • Event Marketing & Support Internal Communications • Market Research • Media Planning & Placement Public Relations • Viral Marketing For more information, please contact Jody Ordioni at: 212.947.1001 or e-mail: [email_address] ABOUT BRANDEMiX Special Acknowledgements to: Bob Johnson Consulting • Dan Forbush, ProfNet • Noel Loevitz • The Internet