Tear Down the Wall - Building Relationships Through Program Promotion
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According to the 2016 Ruffalo Noel Levitz survey of prospective students, academic program data is one of the most valuable tools we have in the recruiting arsenal. Yet much of the information they really need – job statistics, alumni information, faculty and student stories – is buried in the traditional academic hierarchy. How do we provide the information prospective students and their parents need to make smart decisions about college? How do we persuade faculty to play an active role in the promotion of their teaching and research? Take a look at how Henderson State University instituted the Academic Program of the Week promotion, the content required to produce this plan and the results from a focused effort on sharing valuable information on academic programs.
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Tear Down the Wall - Building Relationships Through Program Promotion
- 1. #MPD2 9 October 2017 Tear Down the Wall
- 2. #MPD2 @marleysmom Who am I? • @marleysmom • @hendersonstateu • @highedweb • I lead a team of humans who build and strengthen relationships by telling the Reddie story.
- 3. #MPD2 @marleysmom What is the Reddie story? Henderson State University focuses on student success with: •Exceptional faculty who have a passion for teaching •High quality academic programs with small classes •Experiential learning through research or internships •Balance between support and challenge •Access to affordable education
- 4. #MPD2 @marleysmom Answer: Academic Program Promotion
- 5. #MPD2 @marleysmom Why program promotion?
- 6. #MPD2 @marleysmom Over 70 percent of high school juniors and almost 60 percent of high school seniors say they use a university’s website to find answers to their questions about that school. — Ruffalo Noel Levitz, 2015
- 7. #MPD2 @marleysmom RNL 2016 data on prospective students
- 8. #MPD2 @marleysmom Content calendar • Focus on individual academic programs – a different one every week. • Deliver same type of content on same days of the week • Deliver content in a variety of channels • Showcase university’s products for prospective customers • Focus on outcomes • Feature opportunities for interaction and experience
- 9. #MPD2 @marleysmom How does this promotion look to prospective students?
- 10. #MPD2 @marleysmom Webpage with simple, direct URL Calls to action Teaser video Student testimonial Related information Contact information
- 12. #MPD2 @marleysmom Online ads Google paid search Facebook targeted ads Clicks directed to program promotion page
- 14. #MPD2 @marleysmom Program fact sheet Jobs and salaries Courses Scholarships Accreditation Research or internships
- 16. #MPD2 @marleysmom PSA: Professor Profiles are the perfect place to Work Your Weird.™
- 18. #MPD2 @marleysmom Less weird. But they still let you create friends in weird places.
- 20. #MPD2 @marleysmom Visits to apply page hsu.edu/apply • August - 1,241 • September (promo started) - 1,989 • October - 2,089 • November - 1,585 • December - 1,085 • January - 1,498 • February - 964 • March - 792 • April - 931 • May - 1,003
- 21. #MPD2 @marleysmom Also of note… Peaks happened when we introduced content that connected prospects to the site.
- 22. #MPD2 @marleysmom Requests for information • In 2016-2017 cycle - 9,615 • In 2015-2016 cycle - just over 3,000
- 23. #MPD2 @marleysmom But there’s more…
- 24. #MPD2 @marleysmom We found friends in the most interesting places…
- 25. Alumni content engagement #MPD2 @marleysmom
- 27. #MPD2 @marleysmom Brand research - 2016 • Having a strong alumni network is important in the choice of OUR school. • Those who know someone who attended Henderson State had a positive view of the university.
- 28. #MPD2 @marleysmom Program promotion engages alumni • Asks them to share information about their university • Helps them recall positive experiences on campus • Allows them to participate in the recruitment process
- 29. Other departments want to help #MPD2 @marleysmom
- 30. We became a greater team #MPD2 @marleysmom
- 32. @HSUPhysics #MPD2 @marleysmom Events to mark Physics Week on campus
- 33. Use all these things to share your message #MPD2 @marleysmom
- 35. #MPD2 @marleysmom Keep your content SIMPLE.
- 36. #MPD2 @marleysmom Keep your content. ACHIEVEABLE.
- 37. #MPD2 @marleysmom Keep your content QUALITY.
- 38. #MPD2 @marleysmom Keep your content STRESS FREE.* *as possible
- 39. #MPD2 @marleysmom Keep your content ACCOUNTABLE.* *as possible
- 40. Questions? Tonya Oaks Smith marleysmomLR@gmail.com @marleysmom 501-352-8505 Through theThou, a person becomes I.#MPD2 @marleysmom
- 42. Photo credits #MPD2 @marleysmom • https://www.flickr.com/photos/ wwarby/15052672122 • https://www.flickr.com/photos/ cadelagarza/210407471 • https://www.flickr.com/photos/ 136523529@N02/34253426220 • https://www.flickr.com/photos/ 154160667@N03/36610262012