Strategic enrollment management (SEM) uses social media to support recruitment, conversion, and retention goals. The presentation outlines how to map SEM principles to social media strategies, including setting goals, choosing channels, developing content, and tracking analytics. Student feedback found social media interactions with the university made them more likely to visit websites and campus. Keeping the momentum of social media SEM requires continued monitoring, student involvement, and integrating social media into the overall online strategy.
In a recent survey conducted by StoriedU, college-bound high school students shared their feelings about their college admissions journey. They told us how much they use social media during their research process, on which platforms they want universities to engage with them, and what they think about the on-campus admissions presentation.
In this webinar, you’ll learn:
- What students really think about the admissions process
- How to stand out during the on-campus visit
- How to create content for students in the admissions funnel
Annual reports. Viewbooks. Direct mail. Tired of the same old song and dance when it comes to higher education marketing? We are, too. It’s 2016 after all.
As much as prospective students love receiving direct mail (because it feels #vintage, and that’s cool), they also want, need and expect the immediacy of digital information. Spice up your inbound marketing with digital content offers.
During this free, one-hour session, we’ll cover:
What the heck are digital content offers?
How do we use them effectively in higher education?
What works best for different audiences?
How do we use them to nurture leads through the funnel?
Join our resident content queens, Megan Bys and Amanda Tower, for this free one-hour session on killer content offers for higher education.
Data-driven Design for Higher Education to Increase Applicant Engagement and ...Verndale
With more higher education institutions competing for the pool of potential students, creating enticing and engaging social experiences that deliver results have never been more important. This session ties social media activity to the science of landing page analytics to deliver a digital user experience that gets results. Specifically, we will look at increasing social-driven conversions through data-driven analysis of visitor behavior and applying the insights learned to site and page design.
Lisa C. Burns, CFRE and David Tinker, CFRE's presentation on social media policies at nonprofit organizations. Presented at the AFP Greater Houston Chapter on 1/18/13.
In a recent survey conducted by StoriedU, college-bound high school students shared their feelings about their college admissions journey. They told us how much they use social media during their research process, on which platforms they want universities to engage with them, and what they think about the on-campus admissions presentation.
In this webinar, you’ll learn:
- What students really think about the admissions process
- How to stand out during the on-campus visit
- How to create content for students in the admissions funnel
Annual reports. Viewbooks. Direct mail. Tired of the same old song and dance when it comes to higher education marketing? We are, too. It’s 2016 after all.
As much as prospective students love receiving direct mail (because it feels #vintage, and that’s cool), they also want, need and expect the immediacy of digital information. Spice up your inbound marketing with digital content offers.
During this free, one-hour session, we’ll cover:
What the heck are digital content offers?
How do we use them effectively in higher education?
What works best for different audiences?
How do we use them to nurture leads through the funnel?
Join our resident content queens, Megan Bys and Amanda Tower, for this free one-hour session on killer content offers for higher education.
Data-driven Design for Higher Education to Increase Applicant Engagement and ...Verndale
With more higher education institutions competing for the pool of potential students, creating enticing and engaging social experiences that deliver results have never been more important. This session ties social media activity to the science of landing page analytics to deliver a digital user experience that gets results. Specifically, we will look at increasing social-driven conversions through data-driven analysis of visitor behavior and applying the insights learned to site and page design.
Lisa C. Burns, CFRE and David Tinker, CFRE's presentation on social media policies at nonprofit organizations. Presented at the AFP Greater Houston Chapter on 1/18/13.
How Community Colleges Are Using Social Media: 2013 Case StudyLeigh-Anne Lawrence
Presents the results of a 2013 community college social media study. The purpose of this study was to explore how community colleges use social media to communicate and build relationships with students and the campus community. The survey sought information about current usage, initial implementation, policies and guidelines, and best practices for institutional social media use.
Learn more at www.leighannelawrence.com.
Recruitment 2016: Playing the Long Game with Your Lead PoolConverge Consulting
The enrollment game has shifted dramatically in the last few years in higher education. Lead flow is sluggish, conversion rates are soft, and overall enrollment is not on a strong upward trajectory anymore. Many colleges and universities are struggling to understand why they aren’t getting the same strong results they used to. The most common answer to that question is that the institution is not doing anything different than they have in the past.
Like it or not the enrollment game is getting far more complex and schools have to push themselves to critically analyze many aspects of their current recruitment practices. Participants will learn more about:
Evaluating the messaging of your communication flow
Expanding your touch-points after an initial lead is generated
Developing a long game with your lead pool
Reinvigorating your past leads
If you are interested in learning more about what it takes to effectively recruit in the 2016 adult and graduate market in higher education, recruitment expert Dr. Brenda Harms of Harms Consulting shares insights and best practices.
Reaching Non-Traditional Students: Where, When, and HowHobsons EMS
A key part of the enrollment process for the non-traditional students is knowing where, when and how to reach them. Efficiently generating quality leads is the first step you need to master when trying to reach enrollment goals for your programs.
The non-traditional student is very different from the traditional student and the efforts necessary to peak their interest also varies greatly.
In this month’s #breakthru webinar we will be taking you through best practices on how to reach the non-traditional audience in the digital environment.
During this hour webinar you will learn where to place your time and money, what your campaigns need to do to stand out, how to evaluate success, and how to optimize and improve upon your efforts in reaching the non-traditional student.
Presented by: Lauren Ramey, Manager, Search Analysts and Jennifer Esaray, Digital Marketing Consultant
Have questions about Google AdWords? Interested in Instagram advertising or video ads, but unsure where to start? We’ve got answers. Join Hayley Warack, Vice President of Digital Strategy, and the entire Digital Advertising team at Converge Consulting as they answer your top digital advertising questions.
Together with my team I developed a coordinated approach to communications at the University of Newcastle and this presentation provides a summary of this work.
The Do's and Don'ts for Digital Marketing for Higher EducationGil Rogers
CPC, CPM, IP ... the list of acronyms goes on and on.
There are a lot of great tools for engaging various consumer audiences online. However, not all digital marketing tools work for student recruitment. In fact, pursuing some channels can quickly balloon your marketing budget with very little measurable ROI and impact.
This webinar will provide an overview of the best solutions for digital marketing ... specifically for higher education professionals seeking to connect with and engage prospective students for their institution.
During this webinar, you will learn how to create virtual learning environments to complement your existing learning management system through increasing learner engagement, improving knowledge retention and reaching learners at their point of need.
This interactive webinar will feature guidance on how to:
Increase the reach and effectiveness of your training programs.
Use a virtual learning environment to provide an outstanding learning experience.
Enhance and extend your existing learning management system.
Extend the life of training sessions and content.
Presentation delivered at the Canadian Evaluation Society Conference in Toronto in June 2013. The results and process behind the development evaluation and outcome evaluation with the Break It Off social media campaign for youth smoking cessation were discussed.
How do enrollment managers find that balance between long-term strategy and just bringing in their class? This webinar will provide some insights and suggestions for bridging short-term enrollment gaps while not sacrificing long-term strategic planning.
Aiea 2015 Emerging Opportunities for International Student Recruitment Michael Waxman-Lenz
Emerging Opportunities for International Student Recruitment. A joint presentation by representatives of The College Board, International Education Advantage (Intead) and James Madison University. Discuss trends and practical execution of international student recruitment.
This is the presentation I used to discuss the social media educational tool I created for Concordia University to the Digital Arts and Technology class at Cathedral City High School. After my presentation, over 20 students showed an interest in visiting Concordia University. It is wonderful to get this many students interested in pursuing a higher degree.
How Community Colleges Are Using Social Media: 2013 Case StudyLeigh-Anne Lawrence
Presents the results of a 2013 community college social media study. The purpose of this study was to explore how community colleges use social media to communicate and build relationships with students and the campus community. The survey sought information about current usage, initial implementation, policies and guidelines, and best practices for institutional social media use.
Learn more at www.leighannelawrence.com.
Recruitment 2016: Playing the Long Game with Your Lead PoolConverge Consulting
The enrollment game has shifted dramatically in the last few years in higher education. Lead flow is sluggish, conversion rates are soft, and overall enrollment is not on a strong upward trajectory anymore. Many colleges and universities are struggling to understand why they aren’t getting the same strong results they used to. The most common answer to that question is that the institution is not doing anything different than they have in the past.
Like it or not the enrollment game is getting far more complex and schools have to push themselves to critically analyze many aspects of their current recruitment practices. Participants will learn more about:
Evaluating the messaging of your communication flow
Expanding your touch-points after an initial lead is generated
Developing a long game with your lead pool
Reinvigorating your past leads
If you are interested in learning more about what it takes to effectively recruit in the 2016 adult and graduate market in higher education, recruitment expert Dr. Brenda Harms of Harms Consulting shares insights and best practices.
Reaching Non-Traditional Students: Where, When, and HowHobsons EMS
A key part of the enrollment process for the non-traditional students is knowing where, when and how to reach them. Efficiently generating quality leads is the first step you need to master when trying to reach enrollment goals for your programs.
The non-traditional student is very different from the traditional student and the efforts necessary to peak their interest also varies greatly.
In this month’s #breakthru webinar we will be taking you through best practices on how to reach the non-traditional audience in the digital environment.
During this hour webinar you will learn where to place your time and money, what your campaigns need to do to stand out, how to evaluate success, and how to optimize and improve upon your efforts in reaching the non-traditional student.
Presented by: Lauren Ramey, Manager, Search Analysts and Jennifer Esaray, Digital Marketing Consultant
Have questions about Google AdWords? Interested in Instagram advertising or video ads, but unsure where to start? We’ve got answers. Join Hayley Warack, Vice President of Digital Strategy, and the entire Digital Advertising team at Converge Consulting as they answer your top digital advertising questions.
Together with my team I developed a coordinated approach to communications at the University of Newcastle and this presentation provides a summary of this work.
The Do's and Don'ts for Digital Marketing for Higher EducationGil Rogers
CPC, CPM, IP ... the list of acronyms goes on and on.
There are a lot of great tools for engaging various consumer audiences online. However, not all digital marketing tools work for student recruitment. In fact, pursuing some channels can quickly balloon your marketing budget with very little measurable ROI and impact.
This webinar will provide an overview of the best solutions for digital marketing ... specifically for higher education professionals seeking to connect with and engage prospective students for their institution.
During this webinar, you will learn how to create virtual learning environments to complement your existing learning management system through increasing learner engagement, improving knowledge retention and reaching learners at their point of need.
This interactive webinar will feature guidance on how to:
Increase the reach and effectiveness of your training programs.
Use a virtual learning environment to provide an outstanding learning experience.
Enhance and extend your existing learning management system.
Extend the life of training sessions and content.
Presentation delivered at the Canadian Evaluation Society Conference in Toronto in June 2013. The results and process behind the development evaluation and outcome evaluation with the Break It Off social media campaign for youth smoking cessation were discussed.
How do enrollment managers find that balance between long-term strategy and just bringing in their class? This webinar will provide some insights and suggestions for bridging short-term enrollment gaps while not sacrificing long-term strategic planning.
Aiea 2015 Emerging Opportunities for International Student Recruitment Michael Waxman-Lenz
Emerging Opportunities for International Student Recruitment. A joint presentation by representatives of The College Board, International Education Advantage (Intead) and James Madison University. Discuss trends and practical execution of international student recruitment.
This is the presentation I used to discuss the social media educational tool I created for Concordia University to the Digital Arts and Technology class at Cathedral City High School. After my presentation, over 20 students showed an interest in visiting Concordia University. It is wonderful to get this many students interested in pursuing a higher degree.
Social Strategies for Successful Student EngagementSalesforce.org
Engage in a discussion about how leading institutions are applying social technologies to attract new students, engage and retain their existing student population, and inspire and re-connect with alumni.
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Sandra Fathi
Presentation at PR News Boot Camp in Washington DC on November 29th, 2012. How brands big and small use social media to reach millions, listening and engagement, tools of the trade, best practices and case studies, dos and dont's.
Social Media To Enhance Enrollment Management - Academic Impressions, March ...Ma'ayan Plaut
Social Media To Enhance Enrollment Management was a presentation done at Academic Impressions' Social Media Strategy For Higher Education: Beyond the Basics conference in Fort Worth, Texas.
This presentation covers strategy, implementation, and integration of social media into the admissions and enrollment process.
Salesforce Foundation HESUMMIT 2014 7Summits Social Strategies for Successf...7Summits
Engage in a discussion about how leading institutions are applying social technologies to attract new students, engage and retain their existing student population, and inspire and re-connect with alumni.
More Than Just Fans: Five Steps to Creating Vibrant Social Communities That C...Peterson's Interactive
Students today have grown up using social technologies. For them, social media usage is a core life skill and not just a hobby. Drawing from a blend of academic research and real-world campaigns, Jeff Berg, Peterson's Senior Social Strategist, will discuss how social media can play a key role throughout the graduate school selection and application process.
In this session, you will learn:
-Why social media is particularly effective with prospective students
-Where social media fits into the overall branding of a graduate program
-Five tactics that you can act on now to aid your social strategy
A presentation of survey results that Grant Thornton, LLP has done on Social Media plus a discussion on Social Analytics and improving Profitability using Social Media.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
Delivering Micro-Credentials in Technical and Vocational Education and TrainingAG2 Design
Explore how micro-credentials are transforming Technical and Vocational Education and Training (TVET) with this comprehensive slide deck. Discover what micro-credentials are, their importance in TVET, the advantages they offer, and the insights from industry experts. Additionally, learn about the top software applications available for creating and managing micro-credentials. This presentation also includes valuable resources and a discussion on the future of these specialised certifications.
For more detailed information on delivering micro-credentials in TVET, visit this https://tvettrainer.com/delivering-micro-credentials-in-tvet/
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Thinking of getting a dog? Be aware that breeds like Pit Bulls, Rottweilers, and German Shepherds can be loyal and dangerous. Proper training and socialization are crucial to preventing aggressive behaviors. Ensure safety by understanding their needs and always supervising interactions. Stay safe, and enjoy your furry friends!
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
The simplified electron and muon model, Oscillating Spacetime: The Foundation...RitikBhardwaj56
Discover the Simplified Electron and Muon Model: A New Wave-Based Approach to Understanding Particles delves into a groundbreaking theory that presents electrons and muons as rotating soliton waves within oscillating spacetime. Geared towards students, researchers, and science buffs, this book breaks down complex ideas into simple explanations. It covers topics such as electron waves, temporal dynamics, and the implications of this model on particle physics. With clear illustrations and easy-to-follow explanations, readers will gain a new outlook on the universe's fundamental nature.
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
Digital Artefact 1 - Tiny Home Environmental Design
Strategic enrolment management & social media
1. Strategic Enrolment
Management &
Social Media
Donna Cope, Director, Print & E-media Communications
Laura D’Amelio, Senior Content Developer
Division of Vice-President Students, York University
1
2. Goals of this presentation
• 100 new likes or followers
• 78% reach
• 50 engaged users
• 250 impressions
2
3. Strategic Enrolment Management
SEM is a comprehensive process designed to help an
institution achieve and maintain optimum enrollment,
where optimum is defined within the academic context of
the institution.
Dolence (1993)
3
7. Role of Social Media in SEM
• Communication
• Support recruitment
• Support conversion
• Support retention
• Inform/educate
• Promote and enhance brand and reputation
7
10. Claim your space
Determine your niche, focus on it, and deliver on it as well
as you possibly can … the very essence of SEM … and
social media
Smith 2008
10
14. Establish a Pan-University
SEM Plan
• Institutional recruitment plan
• Enrolment planning groups,
recruitment councils, Faculty
plans, conversion
• Each institution is different
• Examples
14
15. Communications Strategy
• Strategic recruitment goals
• Connect to retention – plan ahead
• Types/characteristics of students
• Decide on a resource focus
• Recruitment messages aligned with institutional
marketing/branding messages/initiatives
• Key influences – do you know how yours rank?
• Audiences
15
16. Social Media
• The social media plan is one element
of the communications plan – social
media can’t stand alone
• Know what to use when: For young
people e-mail is how you
communicate with elders in formal
situation while social networks and
SMS are the preferred methods of
communication among peers
(Kirkpatrick, 2009)
16
19. Social Media – Setting Goals
• SMART goals
• Align with pan-University SEM goals
Increase engagement by X%
Drive X people to the website
Increase number of people from mobile by X
Capture X applications
19
20. Social Media – KPIs
• Conversational exchange: # of replies or comments
• Reach: size of your direct audience
• Content Amplification: # of shares per post
• Sentiment: expressed sentiment
• Content appreciation: +1s or Favourites
• Return on Investment (ROI): cost per Tweet
20
21. Social Media – Choosing Channels
• Audience
• Budget
• Resources
• Social Media sites
21
23. Social Media – Processes
• Hiring and training
• Standard operating procedures
• Editorial schedule
• Messaging calendar
• Emergency messaging/controversial messaging
23
24. Social Media – Protocols
(please see conference handout)
•What will your protocols do?
•What do you want your protocols and your social
media presence to stand for?
•What will your protocols focus on?
•How will you write your protocols?
•What should you include/consider?
•What shouldn’t you forget?
24
25. Social Media – Content Development
• Tools
• SEO
• Scheduling
• Analytics
• Curation
• Lists and listening
• Storify
• Workflow
• The day-to-day
25
26. Social Media – Risks
• Democratization of publishing
• Virality & word-of-mouth
• Reputational hits
• “It’s there for all eternity”
• Privacy
• Cost
• Oversaturation
• Mis-targetting audiences
26
27. Social Media – Tracking & Analysis
• Social Media Analytics
• Offered within sites
• Offered for free online
• Purchased products
• Sysomos, Radian 6 etc.
• Other statistics that work
• Website stats
• Application #s
• CRM
27
29. Social Media – Tracking & Analysis
Online
chats & Spring
webinars Open
House
Handbooks
Ontario
Universities
Fair
Advertising
School
Campaigns
visits
28
32. Social Media – ROI
• ROI calculations
• Email ROI = Facebook ROI (by Convince&Convert)
• Interactive Campus Map ROI Calculator (by nuCloud)
31
33. Social Media – International
• Building a Strategy
• (please see conference handout)
• Analysis and ROI
• Social networks have no obstructions and are focused on
specific groups (rather than physical events)… leads to 61%
lower cost per student lead (Darrup-Boychuck, 2009)
• The approximate cost of recruiting one in-state student is $200,
one out-of-state student is $500 and one international student
is $1,000, without including staff salaries. Meanwhile, the cost
of online promoting, using “pay-per-click” or mobile marketing,
is $119.50 per any enrolled students regardless of the
students’ countries of origin. (Baxton and Foley Study, 2009)
32
35. Social Media – Ad Campaigns
An integrated recruitment marketing campaign… the plan
Key messaging
Target audience
Setting goals & KPIs
Choosing channels
Content development
Assessing risks
Tracking/analysis
Review & Repeat
34
36. Social Media – Ad Campaigns
Top Eight Takeaways
•The more targeted our audience and messaging, the better the results.
•Geo-targeting works!
•Cost per impression ads: Google outperformed all other channels.
•Cost per click ads: Olive Media outperformed all other channels.
•Mobile interactions increased with every phase, from 4% to just over 17%
traffic.
•E-blasts and e-newsletters netted the lowest rate of return.
•After the landing page and Future Students home page, pageview counts
were highest for program and admission requirements pages.
•LinkedIn requires very targeted messaging. Impressions and clickthroughs
spiked with key phrases.
35
37. Social Media – Ad Campaigns
Did it work?
Summer enrolments increased by 30% over the same
period in 2011.
36
39. The Student Voice
• 98.% like being able to connect with universities on
social media
• 84.4% said their interaction with YorkU on social media
made the more likely to visit our social media channels
again
• 82.1% said their interaction with YorkU on social media
made them more likely to visit our website about
programs and services
38
40. The Student Voice
What aspects of social media helped you in your university research?
Posts by the university about admissions processes
Asking a question and getting an answer
Discussions by durrecnt students
Photos and Videos
39
41. Student Influencers
• Slightly fewer than one quarter of applicants looked at
only one viewbook (24%), while three in 10 looked at
two (30%)(Academica Group)
• 39% of applicants attended campus open houses and
formal campus tours (Academica Group)
• 43.1% said the support they received on social media
helped them to make their decision on which university
to attend
40
42. How to Keep the Momentum Going
• Tell people!
• Create an internal report
• Keep monitoring success
• Involve students
• Network and share best practices
• If it’s not working, move on
• Continue integrating social media into your website and
find the synergies in analytics
41
43. Questions?
Donna Cope, Director, Print & E-media Communications
Laura D’Amelio, Senior Content Developer
42
Division of Vice-President Students, York University