This document summarizes a webcast on creating effective communication plans for colleges and universities. The webcast discusses that communication plans should focus on meaningful dialogue rather than monologue, be flexible rather than static, and be about prospective students rather than the school. It also emphasizes the importance of measuring goals and considering all channels like social media, as well as addressing costs clearly and telling compelling stories. Overall, the document stresses that communication plans must focus on fostering connections and conversations rather than just pushing out information.

1. “Communication Plan
Workshop”
Adrienne Bartlett, Client Concierge

2. Today’s Webcast

3. More options
More choices
More money
More info
More clutter
More speed
More STRESS

4. Prospects are seeking
meaningful
communications

5. They want you to help
them make sense of it all.

6. “Communication 101”

7. Communication Plans should be:
circular vs. linear
dialogue vs. monologue
flexible vs. static
shared vs. hoarded
about them vs. about you
different every year?

8. Brian Says:
“Throw it out and
start from scratch.”
Brian Niles, CEO, TargetX

9. Which comes first:
The budget or the plan?

10. Adrienne’s “4 M’s”
Message
Members
Medium
Measurable Goals
http://www.targetx.com/ithink/?p=249

11. No magic day, time or tool

12. Concepts For Your Plan:
Increase # of campaigns, but decrease their size
Focus on feedback and measurement
Build in flexibility
Take advantage of naturally emerging technologies
(when appropriate)

13. Differentiate (tell your story)
Create value (WIIFM?)
Cross channels (create content once)
Give “insider” information

14. Enrollment goals help!
(give you parameters)

15. Communication Plans:
Fall Spring
Winter?
Summer?

16. Parallel Comm Plans to Consider:
Parents
Guidance Counselors
“Local”
Alums (for Grad Schools)
YIELD?

17. The
“traditional plan”
can’t be all things...

18. “STEALTH APPS”

19. “Stealth applicants” were not initially part
of your communication plan.
How do you reach them?

20. 2 most important
(yet often overlooked) elements:
1. Your web presence
2. Your campus visit

21. How to make the most
of your campaigns:

22. Tell stories.

23. “Once upon a time, the most
powerful communications
tool was the art of
storytelling.
This book shows
that it still is.”

24. Address Cost Clearly.
80% would have used a financial aid estimator
76% would have used a tuition calculator
Don’t apologize for price -- communicate value!
Noel-Levitz 2007 Student Expectations Survey

25. Get social.

26. 61%
Offices Using Social Networking Sites
(up from 29%)
Source: Center for Marketing Research at the University of Massachusetts at Dartmouth

27. 41%
Maintaining Blogs (up from 33%)
Source: Center for Marketing Research at the University of Massachusetts at Dartmouth

28. Should we be on
Facebook and Twitter?

29. Well...
It’s not about you.
Where is your audience?

30. Reach people where they are,
when they want

31. “Time-shifting”

32. Your “Toolbox”

33. It’s not the “tool,”
it’s the content.

34. Overwhelmed?
Start with the basics
Create content once
Distribute across channels

35. “With and for, NOT at or to.”
(Millennials don’t trust traditional marketing)
Seth Godin

36. “Touch points” don’t matter if you’re
not focusing on the relationship

37. Questions so far?

38. So you have a plan.
Now what?

39. Write it down
Share
Execute
Meet (regularly)

40. Format?
CRM
Google Docs
Outlook Calendar
Excel or Word Doc
[the less static, the better]

42. Number

43. The followup should be part of the plan.

44. Email Schedule (for this webcast):
Date Message Audience
5/21 1st Email All
5/27 Plain-text followup Did not view/interact
6/9 2nd Email All
6/16 Plain-text followup Did not view/interact
6/16 Link and Instructions Registrants
6/19 “Day-of reminder” Registrants
6/22 Link to video and slides Registrants

45. More tips:

46. “Bring wine to the picnic”
Source: Chris Brogan

47. It’s all about the conversation.

48. It’s not about pushing out --
it’s about pulling in.

49. How can we
create new opportunities for prospects
to connect with our school, current
students and each other?

51. 1:1

52. One size does NOT fit all

53. “Worth the reminder:
Free tools do not equal infinite ROI.
Time is not free.”
[Have a plan.]

54. “Change”
danger + hidden opportunity

55. If you're not happy with what you've got, what
radical changes are you willing to make to
change what you're getting?
From a Seth Godin Blog Post, February 19, 2009

56. Being authentic?
Solving problems?
Communicating Value?
Being up-front about cost?
Fostering connections?

58. The TargetX Bowl! Winners:
The University of Delaware (large)
Birmingham-Southern College (small)
Honorable Mention:
Hendrix College
Oklahoma Christian University
Warner-Pacific College
http://www.targetx.com/ithink

59. Next Webcast:
“Your Campus Visit:
5 Fixes for this Fall”
Friday, August 7th
www.targetx.com/webcasts

60. Thanks!
Adrienne Bartlett
@AdrienneBartlet
bartlett@targetx.com
877.715.7474 ext.108