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Effective Enrollment Marketing:

Empowering Students
to Tell Your Story




                             #admsocial
1
Ashley Hennigan

Assistant Director of Undergraduate Admissions
Rochester Institute of Technology

@ashleyhenn
#AdmissionsLive
Brian Apfel

Director of Social Media and Online Initiatives
Marist College

@brianapfel
Agenda
Agenda
   Marketing in 2012
Agenda
   Marketing in 2012
   Student teams
Agenda
   Marketing in 2012
   Student teams
   Management
Agenda
   Marketing in 2012
   Student teams
   Management
   Examples
Agenda
   Marketing in 2012
   Student teams
   Management
   Examples
   Resources
Agenda
   Marketing in 2012
   Student teams
   Management
   Examples
   Resources
   Discussion
What does marketing look like in 2012 ?
What does marketing look like in 2012 ?
   It’s on their terms
     The market demands access to information.
     They dictate when and where it’s delivered.
What does marketing look like in 2012 ?
   It’s on their terms
     The market demands access to information.
     They dictate when and where it’s delivered.
   It’s digital
     With a huge increase in mobile consumption
        46% of Americans own a smart phone – Pew Feb 2012
        70% of internet traffic – Comscore 2011
What does marketing look like in 2012 ?
   It’s on their terms
     The market demands access to information.
     They dictate when and where it’s delivered.
   It’s digital
     With a huge increase in mobile consumption
        46% of Americans own a smart phone – Pew Feb 2012
        70% of internet traffic – Comscore 2011
   Your content should be …
     Social
     Mobile
     On Demand
Why go social?
Why go social?
   Reach market influencers
Why go social?
   Reach market influencers
   Deliver timely information
Why go social?
   Reach market influencers
   Deliver timely information
   Provide customer service
Why go social?
   Reach market influencers
   Deliver timely information
   Provide customer service
   Build community
Why go social?
   Reach market influencers
   Deliver timely information
   Provide customer service
   Build community
   Foster loyalty
Why go social?
   Reach market influencers
   Deliver timely information
   Provide customer service
   Build community
   Foster loyalty
   Encourage advocacy
Goals before ____ !
Goals before tools!
How do you define Social Media?
How do you define Social Media?
   Wikipedia - Social media includes web-based and
    mobile based technologies which are used to turn
    communication into interactive dialogue between
    organizations, communities, and individuals.
How do you define Social Media?
   Wikipedia - Social media includes web-based and
    mobile based technologies which are used to turn
    communication into interactive dialogue between
    organizations, communities, and individuals.

   Andreas Kaplan and Michael Haenlein - "a group of
    Internet-based applications that build on the
    ideological and technological foundations of Web
    2.0, and that allow the creation and exchange
    of user-generated content." Social media is
    ubiquitously accessible, and enabled by scalable
    communication techniques.
Why pick on students?
Why pick on students?
   Admissions has an emphasis on fit while the
    market is demanding authenticity.
Why pick on students?
   Admissions has an emphasis on fit while the
    market is demanding authenticity.
    •   Peer reviews
Why pick on students?
   Admissions has an emphasis on fit while the
    market is demanding authenticity.
    •   Peer reviews
    •   Word of mouth
Why pick on students?
   Admissions has an emphasis on fit while the
    market is demanding authenticity.
    •   Peer reviews
    •   Word of mouth
    •   Predictability
Why pick on students?
   Admissions has an emphasis on fit while the
    market is demanding authenticity.
    •   Peer reviews
    •   Word of mouth
    •   Predictability

   Noel-Levitz: “The Communication Expectations
    of College-Bound High School Students” 2012
How do you recruit the best?
How do you recruit the best?


      These are not volunteers.
How do you recruit the best?


      These are not volunteers.
       These are rock stars.
How do you recruit the best?


            These are not volunteers.
             These are rock stars.
 From the Marist invite letter:

  Assist us in our efforts to recruit more talented students like yourself.

  If selected, you will act as a Marist student body representative.

  …an opportunity to enhance your networking and communication
  skills and establish yourself as a leader within the Marist community.
You already have rock stars.
You already have rock stars.

 Tour Guides
You already have rock stars.

 Tour Guides
 Orientation Assistants
You already have rock stars.

 Tour Guides
 Orientation Assistants
 Resident Advisors
You already have rock stars.

 Tour Guides
 Orientation Assistants
 Resident Advisors
 Peer Mentors
You already have rock stars.

 Tour Guides
 Orientation Assistants
 Resident Advisors
 Peer Mentors

 Next up are:
 Social Media Ambassadors
Who is a Social Media Ambassador?
Who is a Social Media Ambassador?
   Blogger
Who is a Social Media Ambassador?
   Blogger
   Tweeter
Who is a Social Media Ambassador?
   Blogger
   Tweeter
   Facebook admin
Who is a Social Media Ambassador?
   Blogger
   Tweeter
   Facebook admin
   Foursquare tipper
Who is a Social Media Ambassador?
   Blogger
   Tweeter
   Facebook admin
   Foursquare tipper
   Flickr photographer
Who is a Social Media Ambassador?
   Blogger
   Tweeter
   Facebook admin
   Foursquare tipper
   Flickr photographer
   Instagrammer
Who is a Social Media Ambassador?
   Blogger
   Tweeter
   Facebook admin
   Foursquare tipper
   Flickr photographer
   Instagrammer
   Live streamer
Who is a Social Media Ambassador?
   Blogger
   Tweeter
   Facebook admin
   Foursquare tipper
   Flickr photographer
   Instagrammer
   Live streamer
   YouTuber
How – Program structures
How – Program structures
   Size
       Highly selective or the more the merrier?
How – Program structures
   Size
       Highly selective or the more the merrier?
   Reporting
       Who will they report to?
       How often will you meet?
How – Program structures
   Size
       Highly selective or the more the merrier?
   Reporting
       Who will they report to?
       How often will you meet?
   Resources
       What platforms will you target?
       What tools are you going to use?
       Will you need funding?
       Will you offer incentives?
How – Program structures
   Size
       Highly selective or the more the merrier?
   Reporting
       Who will they report to?
       How often will you meet?
   Resources
       What platforms will you target?
       What tools are you going to use?
       Will you need funding?
       Will you offer incentives?
   Analysis
       How will you calculate ROI?
How – Program structures
   Size
       Highly selective or the more the merrier?
   Reporting
       Who will they report to?
       How often will you meet?
   Resources
       What platforms will you target?
       What tools are you going to use?
       Will you need funding?
       Will you offer incentives?
   Analysis
       How will you calculate ROI?
Motivating your team.
Motivating your team.
   Impact on institution
       Embrace mission
       Influence on ROI
       Accountability
Motivating your team.
   Impact on institution
       Embrace mission
       Influence on ROI
       Accountability
   Impact on student goals
       Professional growth
       Community
Motivating your team.
   Impact on institution
       Embrace mission
       Influence on ROI
       Accountability
   Impact on student goals
       Professional growth
       Community
   Incentives
       Pay them
       Competitions
       Event tickets
Student Survey: Why volunteer?
When to Launch

       “If you build it, they will come.”
Our Examples
   Video
       No. 1 trend in Higher Ed in 2011
19
20
Returns
   The numbers
       5 RIT Students YouTube series
           Over 34,000 views, 137 subscribers
           Compare to 4,600 views, 60 subscribers on RIT
            Admissions channel

       Marist Fox Tales Blog
           72,800 views, 1,353 on busiest day

   ROI and Analysis
What’s Next?




22
What’s Next?
    Get Inspired!
        #admsocial
        Google Doc - bit.ly.com/admsocial
        Share!




    22
What’s Next?
    Get Inspired!
        #admsocial
        Google Doc - bit.ly.com/admsocial
        Share!
    Start small, think BIG




    22
What’s Next?
    Get Inspired!
        #admsocial
        Google Doc - bit.ly.com/admsocial
        Share!
    Start small, think BIG
    Plan, execute, evaluate




    22
What’s Next?
    Get Inspired!
        #admsocial
        Google Doc - bit.ly.com/admsocial
        Share!
    Start small, think BIG
    Plan, execute, evaluate
    Rinse, repeat




    22
23

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Effective Enrollment Marketing: Empowering your students to tell your story.

  • 1. Effective Enrollment Marketing: Empowering Students to Tell Your Story #admsocial 1
  • 2. Ashley Hennigan Assistant Director of Undergraduate Admissions Rochester Institute of Technology @ashleyhenn #AdmissionsLive
  • 3. Brian Apfel Director of Social Media and Online Initiatives Marist College @brianapfel
  • 5. Agenda  Marketing in 2012
  • 6. Agenda  Marketing in 2012  Student teams
  • 7. Agenda  Marketing in 2012  Student teams  Management
  • 8. Agenda  Marketing in 2012  Student teams  Management  Examples
  • 9. Agenda  Marketing in 2012  Student teams  Management  Examples  Resources
  • 10. Agenda  Marketing in 2012  Student teams  Management  Examples  Resources  Discussion
  • 11. What does marketing look like in 2012 ?
  • 12. What does marketing look like in 2012 ?  It’s on their terms  The market demands access to information.  They dictate when and where it’s delivered.
  • 13. What does marketing look like in 2012 ?  It’s on their terms  The market demands access to information.  They dictate when and where it’s delivered.  It’s digital  With a huge increase in mobile consumption  46% of Americans own a smart phone – Pew Feb 2012  70% of internet traffic – Comscore 2011
  • 14. What does marketing look like in 2012 ?  It’s on their terms  The market demands access to information.  They dictate when and where it’s delivered.  It’s digital  With a huge increase in mobile consumption  46% of Americans own a smart phone – Pew Feb 2012  70% of internet traffic – Comscore 2011  Your content should be …  Social  Mobile  On Demand
  • 16. Why go social?  Reach market influencers
  • 17. Why go social?  Reach market influencers  Deliver timely information
  • 18. Why go social?  Reach market influencers  Deliver timely information  Provide customer service
  • 19. Why go social?  Reach market influencers  Deliver timely information  Provide customer service  Build community
  • 20. Why go social?  Reach market influencers  Deliver timely information  Provide customer service  Build community  Foster loyalty
  • 21. Why go social?  Reach market influencers  Deliver timely information  Provide customer service  Build community  Foster loyalty  Encourage advocacy
  • 24. How do you define Social Media?
  • 25. How do you define Social Media?  Wikipedia - Social media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue between organizations, communities, and individuals.
  • 26. How do you define Social Media?  Wikipedia - Social media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue between organizations, communities, and individuals.  Andreas Kaplan and Michael Haenlein - "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content." Social media is ubiquitously accessible, and enabled by scalable communication techniques.
  • 27. Why pick on students?
  • 28. Why pick on students?  Admissions has an emphasis on fit while the market is demanding authenticity.
  • 29. Why pick on students?  Admissions has an emphasis on fit while the market is demanding authenticity. • Peer reviews
  • 30. Why pick on students?  Admissions has an emphasis on fit while the market is demanding authenticity. • Peer reviews • Word of mouth
  • 31. Why pick on students?  Admissions has an emphasis on fit while the market is demanding authenticity. • Peer reviews • Word of mouth • Predictability
  • 32. Why pick on students?  Admissions has an emphasis on fit while the market is demanding authenticity. • Peer reviews • Word of mouth • Predictability  Noel-Levitz: “The Communication Expectations of College-Bound High School Students” 2012
  • 33. How do you recruit the best?
  • 34. How do you recruit the best? These are not volunteers.
  • 35. How do you recruit the best? These are not volunteers. These are rock stars.
  • 36. How do you recruit the best? These are not volunteers. These are rock stars. From the Marist invite letter: Assist us in our efforts to recruit more talented students like yourself. If selected, you will act as a Marist student body representative. …an opportunity to enhance your networking and communication skills and establish yourself as a leader within the Marist community.
  • 37. You already have rock stars.
  • 38. You already have rock stars. Tour Guides
  • 39. You already have rock stars. Tour Guides Orientation Assistants
  • 40. You already have rock stars. Tour Guides Orientation Assistants Resident Advisors
  • 41. You already have rock stars. Tour Guides Orientation Assistants Resident Advisors Peer Mentors
  • 42. You already have rock stars. Tour Guides Orientation Assistants Resident Advisors Peer Mentors Next up are: Social Media Ambassadors
  • 43. Who is a Social Media Ambassador?
  • 44. Who is a Social Media Ambassador?  Blogger
  • 45. Who is a Social Media Ambassador?  Blogger  Tweeter
  • 46. Who is a Social Media Ambassador?  Blogger  Tweeter  Facebook admin
  • 47. Who is a Social Media Ambassador?  Blogger  Tweeter  Facebook admin  Foursquare tipper
  • 48. Who is a Social Media Ambassador?  Blogger  Tweeter  Facebook admin  Foursquare tipper  Flickr photographer
  • 49. Who is a Social Media Ambassador?  Blogger  Tweeter  Facebook admin  Foursquare tipper  Flickr photographer  Instagrammer
  • 50. Who is a Social Media Ambassador?  Blogger  Tweeter  Facebook admin  Foursquare tipper  Flickr photographer  Instagrammer  Live streamer
  • 51. Who is a Social Media Ambassador?  Blogger  Tweeter  Facebook admin  Foursquare tipper  Flickr photographer  Instagrammer  Live streamer  YouTuber
  • 52. How – Program structures
  • 53. How – Program structures  Size  Highly selective or the more the merrier?
  • 54. How – Program structures  Size  Highly selective or the more the merrier?  Reporting  Who will they report to?  How often will you meet?
  • 55. How – Program structures  Size  Highly selective or the more the merrier?  Reporting  Who will they report to?  How often will you meet?  Resources  What platforms will you target?  What tools are you going to use?  Will you need funding?  Will you offer incentives?
  • 56. How – Program structures  Size  Highly selective or the more the merrier?  Reporting  Who will they report to?  How often will you meet?  Resources  What platforms will you target?  What tools are you going to use?  Will you need funding?  Will you offer incentives?  Analysis  How will you calculate ROI?
  • 57. How – Program structures  Size  Highly selective or the more the merrier?  Reporting  Who will they report to?  How often will you meet?  Resources  What platforms will you target?  What tools are you going to use?  Will you need funding?  Will you offer incentives?  Analysis  How will you calculate ROI?
  • 59. Motivating your team.  Impact on institution  Embrace mission  Influence on ROI  Accountability
  • 60. Motivating your team.  Impact on institution  Embrace mission  Influence on ROI  Accountability  Impact on student goals  Professional growth  Community
  • 61. Motivating your team.  Impact on institution  Embrace mission  Influence on ROI  Accountability  Impact on student goals  Professional growth  Community  Incentives  Pay them  Competitions  Event tickets
  • 62. Student Survey: Why volunteer?
  • 63. When to Launch “If you build it, they will come.”
  • 64. Our Examples  Video  No. 1 trend in Higher Ed in 2011
  • 65. 19
  • 66. 20
  • 67. Returns  The numbers  5 RIT Students YouTube series  Over 34,000 views, 137 subscribers  Compare to 4,600 views, 60 subscribers on RIT Admissions channel  Marist Fox Tales Blog  72,800 views, 1,353 on busiest day  ROI and Analysis
  • 69. What’s Next?  Get Inspired!  #admsocial  Google Doc - bit.ly.com/admsocial  Share! 22
  • 70. What’s Next?  Get Inspired!  #admsocial  Google Doc - bit.ly.com/admsocial  Share!  Start small, think BIG 22
  • 71. What’s Next?  Get Inspired!  #admsocial  Google Doc - bit.ly.com/admsocial  Share!  Start small, think BIG  Plan, execute, evaluate 22
  • 72. What’s Next?  Get Inspired!  #admsocial  Google Doc - bit.ly.com/admsocial  Share!  Start small, think BIG  Plan, execute, evaluate  Rinse, repeat 22
  • 73. 23

Editor's Notes

  1. Is it getting to “Social Media”? With our ambassadors, our two most popular projects are our HS visits and Shadow days…both I think relate to Marketing and students telling the college’s story. \n
  2. Introductions\n
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  10. Marketing is not safe anymore. Advertising has an element of safety because it is a controlled message to a selected audience. Today’s market is going to dictate when, where, and how your message is delivered to them. An overwhelming percentage of this message consumption is digital and digital is not going away - its moving faster as content is becoming more accessible through mobile devices. Today - when you are delivering important messaging your content should be...\n\n
  11. Marketing is not safe anymore. Advertising has an element of safety because it is a controlled message to a selected audience. Today’s market is going to dictate when, where, and how your message is delivered to them. An overwhelming percentage of this message consumption is digital and digital is not going away - its moving faster as content is becoming more accessible through mobile devices. Today - when you are delivering important messaging your content should be...\n\n
  12. Marketing is not safe anymore. Advertising has an element of safety because it is a controlled message to a selected audience. Today’s market is going to dictate when, where, and how your message is delivered to them. An overwhelming percentage of this message consumption is digital and digital is not going away - its moving faster as content is becoming more accessible through mobile devices. Today - when you are delivering important messaging your content should be...\n\n
  13. OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
  14. OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
  15. OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
  16. OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
  17. OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
  18. OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
  19. Before we jump into social media... Who can finish this statement?\n
  20. Use social media tools, don’t be a social media tool.You have to have your enrollment goals in front of you in order to be effective. \n
  21. This presentation is about …. \nI think it is important to emphasize the “Interactive” and “Communication” descriptions. It sounds 101, but I think a lot of people use social media to “push” information, not foster an interactive environment. \n
  22. This presentation is about …. \nI think it is important to emphasize the “Interactive” and “Communication” descriptions. It sounds 101, but I think a lot of people use social media to “push” information, not foster an interactive environment. \n
  23. In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
  24. In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
  25. In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
  26. In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
  27. In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
  28. Resources: Marist Letter, RIT job description, RIT interview process\n\n"As Marist continues to grow in popularity, your participation in the Ambassador Program will greatly assist us in our efforts to recruit more talented and diverse students like yourself."\n\n\n"Congratulations! Based on your outstanding achievements in high school and strong leadership qualities, you have been identified as a candidate for the Marist College Ambassador Program. If selected, you will act as a Marist Student Body representative. It also affords you the opportunity to enhance your networking and communication skills, become a member of our Tour Guide Program, and establish yourself as a leader within the Marist community."\n
  29. Resources: Marist Letter, RIT job description, RIT interview process\n\n"As Marist continues to grow in popularity, your participation in the Ambassador Program will greatly assist us in our efforts to recruit more talented and diverse students like yourself."\n\n\n"Congratulations! Based on your outstanding achievements in high school and strong leadership qualities, you have been identified as a candidate for the Marist College Ambassador Program. If selected, you will act as a Marist Student Body representative. It also affords you the opportunity to enhance your networking and communication skills, become a member of our Tour Guide Program, and establish yourself as a leader within the Marist community."\n
  30. Resources: Marist Letter, RIT job description, RIT interview process\n\n"As Marist continues to grow in popularity, your participation in the Ambassador Program will greatly assist us in our efforts to recruit more talented and diverse students like yourself."\n\n\n"Congratulations! Based on your outstanding achievements in high school and strong leadership qualities, you have been identified as a candidate for the Marist College Ambassador Program. If selected, you will act as a Marist Student Body representative. It also affords you the opportunity to enhance your networking and communication skills, become a member of our Tour Guide Program, and establish yourself as a leader within the Marist community."\n
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  44. Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
  45. Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
  46. Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
  47. Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
  48. Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
  49. Professional development for future jobs, but also promotion opportunities. Set up metrics, then share those metrics with students. \n
  50. Professional development for future jobs, but also promotion opportunities. Set up metrics, then share those metrics with students. \n
  51. Professional development for future jobs, but also promotion opportunities. Set up metrics, then share those metrics with students. \n
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  53. Aggregating content. Do not market out your work until you have a solid foundation of content. We often run a campaign for months before we let anyone know we are doing so. \n\nIf you have engaging content, people will begin to find you. They will talk about you. They will share what they have found with other. \n\nOnce that begins to happen, then start marketing and let other know about the work you are doing. \n
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