Presented by Marcus Hanscom* Associate Director of Graduate Recruitment and Outreach, University of New Haven Most graduate admissions offices struggle with limited staffing and limited resources, but that doesn’t stop college administrators from expecting us to move mountains to recruit more and higher quality students to our programs. For graduate admissions professionals, “wearing multiple hats” is part of our DNA. Join this session to learn more about small-scale strategies that utilize social media and other technologies to help grow your enrollment and build recruitment efficiency without stretching your workweek. Learning Objectives: - Learn about social media advertising - Identify opportunities for efficiency in lead generation and follow-up - Discuss tactics to optimize specific pages on your website - Identify content strategies to add depth to your social media and web presence

1. Not Everything Is Bigger
in Texas: Small Things that Make
a Big Impact on Recruitment Efforts
MARCUS HANSCOM
ASSOCIATE DIRECTOR OF GRADUATE RECRUITMENT
AND OUTREACH
UNIVERSITY OF NEW HAVEN
PRESIDENT, NEGAP

2. @MarcusHanscom
About TxGAP
TxGAP, a chapter of the National Association for Graduate
Admissions Professionals, is a professional organization dedicated to
serving the needs of graduate enrollment professionals in Texas. Our
purpose is to foster networking, professional
development, community and the sharing of best practices among
our members.
Our Membership
TxGAP members include individuals who work in
admissions, marketing, academic advising, student
services, retention and virtually every other area of graduate
enrollment.

3. @MarcusHanscom
Summer Conference
Make plans to join TxGAP for our Summer Professional
Development Conference.
This one-day conference will focus on best-practices in Admissions,
Marketing, Recruitment, and Student Services.
Friday, July 20, 2012
University of North Texas – Dallas
For more information, visit txgap.com/conference.

4. @MarcusHanscom
Get Involved
Follow Us On Social Media
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Website twitter.com/txgap facebook.com/txgap Join Our Group slideshare.com/txgap
• txgap.com
Visit Our Website: txgap.com

5. Not Everything Is Bigger
in Texas: Small Things that Make
a Big Impact on Recruitment Efforts
MARCUS HANSCOM
ASSOCIATE DIRECTOR OF GRADUATE RECRUITMENT
AND OUTREACH
UNIVERSITY OF NEW HAVEN
PRESIDENT, NEGAP

6. @MarcusHanscom
Maybe everything is BIGGER in
Texas…

7. @MarcusHanscom
…but you don’t need BIG to make a
big splash!

8. @MarcusHanscom
Last Year’s Assignments
1. Conduct a program demographic assessment
2. Do a lead generation audit
3. Set up unique source pages
4. Create a referral source policy
5. Become a user on Google Analytics (and use it)
6. Use the URL builder to create a tracking URL
7. Assign revenue to lead sources for ROI

9. @MarcusHanscom
Struggles of our offices
• Limited staff
• Limited resources
• Limited expertise
– Apprehension
– Time to Learn
– Tech overload
• Limited institutional support (or apathy)?

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This session
• Utilizing technology to “lighten the load”
• Making your search for content to post on
social media easy
• Building brand awareness with little effort on
social media

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Wading through the masses to get something that works
TECHNOLOGY OVERLOAD

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Primary Issues
• Misconceptions of time commitment
• Leveraging technology to work for you, not
create work for you
• Means of acquiring knowledge / Staying
current
• Hiring the right people

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Your best tools
• CRM, CRM, CRM
• Our own websites
• Directory Sites
• Social Media (and related software)

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Lightening the Load: Your CRM
• Toss out the “HTML graphic email” is king
mentality
– Keep in mind personalization, smart phones
– Perception of your message
• Collect any and everything…
– But don’t overburden students with it
• Send one-time emails to targeted audiences
with program-related news

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Assignment #1
• Create an automated, plain text email from
you in your CRM
– Various functions: Welcome, thank you, congrats
– Not from your institution or office - you
• After Completion
– Compare results with your HTML messages
• Read Rate
• Interaction Rate
• Response Rate

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Assignment #2
• Audit your inquiry form(s)
– Are you asking the right questions?
– What questions are necessary?
• After Completion
– SHORTEN your inquiry form as much as possible

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Lightening the Load: Our Websites
• Are all student questions answered?
• How big of a shovel do I need?
• Not just a problem “for the marketing
department”
• Integration with SM
• Succinct, clear messaging

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Assignment #3
• Do a website audit for your area
– Can you identify top questions you are asked and
easily identify answers on your site?
– How readily can students get their answers?
– Focus your phone calls on students who need
more in-depth information and support
• After Completion:
– Make necessary adjustments with your web team
including content, graphics, and navigation

19. @MarcusHanscom
Analytics
• Key metrics to use for decision-making
• Focus on specific pages instead of trying to fix
an entire website
• Identify strategies to improve pages to help
recruitment

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Assignment #4
• Pick one page on your website and analyze key
statistics (Google Analytics or similar) to
improve the page
– Bounce rate, time on site, % exits…
– Avoid using just one metric
– Be aware of the goal of the page
• After Completion
– Identify a metric you want to improve
– Strategically amend page content
– Compare analytics results with previous version

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Lightening the Load: Directory Sites
• Directory sites
– Why you?
– Catalog copy or marketing copy?
• “More info” links
– Lead to your webpage? A form? Landing pages?
– Are they tracked?
• Clarify calls to action internally and externally

22. @MarcusHanscom
Landing Pages
• Where are you sending students from online
advertising?
• “Our website” isn’t enough
• Relevant content
• Avoid too many “clicks”

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Assignment #5
• Complete a “directory listing audit”
– What sites are you featured on?
– Does your listing answer the right questions?
– Where are students being directed?
– Who is responsible for updating content?
• After Completion
– What needs to be rewritten? How will you be
involved? What do you need on your website?

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Assignment #6
• Create a landing page on your website to
service an ad or directory listing
– Page content must reflect the content of your ad
or listing
– Do not send students to a generic page
• After Completion
– Evaluate analytics for the page; evaluate tracked
leads if available

26. @MarcusHanscom
Lightening the Load: Social Media
• Alerts and searches for content
– Google Alerts
– Create searches on Twitter related to
programs, industry, your institution, and more
• Schedule messaging with tools like Hootsuite
or TweetDeck
• Enlist student help

27. @MarcusHanscom
Assignment #7
• Create a Google Alert
– ie. “University of New Haven”
– Can set frequency to your preference
• After completion
– Regularly check for news related to your
programs, students, alumni, and faculty
– Post related content to your respective SM
channels; use Bitly for tracking

28. @MarcusHanscom
Assignment #8
• Create a saved search on Twitter
– ie.
#criminaljustice, #MBA, #gradadm, #gradschool
• After Completion
– Check searches regularly for content that can be
retweeted to your followers

29. @MarcusHanscom
Suggested Social Media Tools
• Hootsuite
• TweetDeck
• Bit.ly
• Facebook
Insights

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Assignment #9
• Schedule a tweet or Facebook post using
Hootsuite or TweetDeck
– Time with an event or activity
– Time zone awareness
• After Completion
– Set up a social media schedule for planned events
– Sit back and relax!

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Producing results on social media
HELP, I CAN’T FIND MY CONTENT

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Social Media Content
• Interaction with your audience
• Vary your content
– “Yay, come to my event!” 100X
• Vary your channels
– Audiences?
– Platforms?
• What is your brand message?

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Types of Content (According to MH)
• Direct self promotion
• Indirect self promotion
• “Altruistic” self promotion

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Direct Self Promotion on SM
• Events
• Admissions Announcements
• Grad Fair Attendance
• “Leeching” on other content
• Interactions with prospective students

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Grad Fair Attendance

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Content “Leeching”

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Interactions with Prospective Students

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Interactions with Prospective Students

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Indirect Self Promotion on SM
• University News
• Student News (Research, Study Abroad, etc.)
• Faculty News (Research, Promotions, etc.)
• Alumni News
• Event Photos

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Indirect Self Promotion on SM
• Location information
• Interactions with current students
• Contests
– Do not necessarily have to be related to your
programs

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Indirect Self Promotion on SM

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“Altruistic” Self Promotion on SM
• Graduate School Tips
• Financial Aid Tips
• News related to your programs
• Job Postings

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Assignment #10
• A. Make a post to your Twitter or Facebook
account about an alumnus or faculty member
• B. Make a post or retweet content designed
to help the student and not sell you
– Use bit.ly to track link content
• After completion:
– Assess if your messages have interaction. Any
response? Clicks on the link? Retweets?

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Brand Awareness
WHO AM I AND WHY AM I HERE?

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Social Media Advertising
• Creating a first ad
– Demographic targeting
– Geo-targeting
• Ways to use these ads
– Program Awareness
– Brand Awareness
– Recruitment Fairs
– Webinars / Open Houses / Recruitment Events

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Social Media Advertising Channels
• Be mindful of platform and audience
• Costs: CPM vs. CPC

47. @MarcusHanscom
Try this…

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Assignment #11
• Create your first social media ad
– Fine tune your demographics
– Identify a budget
– Send students to a specific landing page or related
content page
• After completion:
– Review your exposure and clicks
– Review CPC/CPM costs

49. @MarcusHanscom
Social Media Potpourri
• Use #hashtags in your tweets
– ie. #iopsychology or #emergencymanagement
• Follow industry news and industry leader
Twitter accounts
– Example: @forensicnews
– RT relevant content to your followers

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Identifying the value in what you just sat through
TAKEAWAYS, FUTURE
THOUGHTS, AND Q&A

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Overview of Assignments
1. Create an automated, plain text email in your
CRM
2. Audit and shorten your inquiry form
3. Audit your section of the website
4. Optimize a page on your site with key metrics
5. Complete a directory listing audit

52. @MarcusHanscom
Overview of Assignments
6. Create a landing page for your ad content
7. Create a Google Alert
8. Create saved searches on Twitter
9. Schedule a tweet or Facebook post
10.Create one SM post about your faculty or
alumni and one “altruistic” post
11. Create a social media ad

53. @MarcusHanscom
Final Thoughts
• Work smarter, not harder
• Technology does not necessarily make things
“un-personalized”
• Time commitment is not astronomical
• Technology – and social media specifically –
can be your greatest asset

54. Thank you
Marcus Hanscom
University of New Haven
203-932-7277
mhanscom@newhaven.edu
@marcushanscom