16. Delivers relevant, valuable and compelling
information
Turns “prospects” into “buyers”
Doesn’t sell from a product perspective
(features and benefits)
Offers solutions in the form of content
Positions you as the “leading expert”
20. 76% of US college marketers say they
plan to use SM strategies like social
networks, viral campaigns
and video contests
Source: Academica Group, 2008
59. “Once upon a time,
the most powerful
communications tool
was the art of
storytelling.
This book shows
that it still is.”
60.
61.
62. 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
64. 61%
Offices Using Social Networking Sites
(up from 29%)
Source: Center for Marketing Research at the University of Massachusetts at Dartmouth
65. 41%
Maintaining Blogs (up from 33%)
Source: Center for Marketing Research at the University of Massachusetts at Dartmouth
66. “The tools aren’t cool because they’re the new
shiny object.
They’re cool because they let you work more
closely with people.
It’s an opportunity to create relationships that
matter, and a chance to do so in a very nuanced
and human fashion.”
from Chris Brogan blog post 8/30/2009
85. In recent conversations with clients
>50%
First Point of Contact was
the Admissions Application
86. Taking the “fun” out of the funnel
Assumes they only get info from you
Stealth-apps miss the boat
Students who don’t progress get ignored
Assumes “lack of contact” is “lack of interest”
It’s from our perspective, not theirs
87.
88.
89. Try and provide value to the
student at their current stage --
rather than just trying to push
them through to the next.
103. Bob Johnson, Bob Johnson Consulting, LLC
“Slowly, every so slowly,
web content editor and writer
positions continue to expand
in higher education.”
111. circular vs. linear
Communication Plans should be:
dialogue vs. monologue
flexible vs. static
shared vs. hoarded
different every year?
about them vs. about you
131. Let’s Recap:
1. Create a strategy
2. Don’t act like you’re herding cattle
3. Give them the tools to share
4. Be human
5. Solve their problems
5. Students control the process
6. It all comes together on the web