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Delivering Innovative Communication Initiatives for both New and Continuing Students
A presentation at the Ontario University Registrar’s Association Conference 2008
eMedia Best PracticesAudience: Who are we talking to
?
Presented by York University 3
Audience: iGeneration
• Born 1990 – present
• iGens are also known as Generation Now, Gen Z, Homeland Generation, New Silent Generation.
• This is the first generation that has been born into a completely digital world.
• This generation expects immediate access to information with ready responses to enquiries.
• They are highly sophisticated users of new media and will be more Internet savvy.
• The class of 2009 will be the first members of iGeneration to graduate from high school.
Presented by York University 4
Audience: iGeneration
• iGens are multi-taskers par excellence! It is not unusual to see a student Instant Messaging online, while talking on their cell phone and watching the TV at the same time.
• Social status for this generation is about who you are connected to and who wants to connect to you.
• They are very concerned about social issues.
• Participation is the new consumption for this group, driven by MIY (Make it Yourself) content: pictures, movies, blogs and music.
• Most receive 3,000 to 15,000 unsolicited impressions per day.
• iGens have a "gamer disposition."
Presented by York University 5
Audience: iGenerationWeb site: www.youtube.com/watch?v=dGCJ46vyR9o
• A short video summarizing some of the most
important characteristics of students today - how
they learn, what they need to learn, their goals,
hopes, dreams, what their lives will be like and what
kinds of changes they will experience in their
lifetime.
• Created by Michael Wesch in collaboration with 200
students at Kansas State University.
Presented by York University 6
Audience: iGenerationWeb site: www.theglobeandmail.com/servlet/story/RTGAM.20071015.urc-technology-1016/BNStory/education/home
• Teachers are struggling to get and retain the
iGeneration students’ attention.
• They are browsing Facebook, playing solitaire and
trying to listen to the day’s lesson all at the same
time.
Presented by York University 7
Social Media
• More than half (55%) of all online North American youths ages 12-17 use online social networking sites.
• iGens trust each other’s opinions, advice and reviews.
• 48% of teens visit social networking Web sites daily or more often.
• A JISC* survey of sixth-formers preparing to enter higher education has revealed that many have little regard for universities' attempts at marketing and teaching on sites such as Facebook and YouTube, and via blogs and podcasts. Many see it as an invasion of their territory.
• *Joint Information Systems Committee (JISC) supports United Kingdom post-16 and higher education and research by providing leadership in the use of ICT (Information and Communications Technology) in support of learning, teaching, research and administration. JISC is funded by all the UK post-16 and higher education funding councils.
Presented by York University 8
Content Generation
• 57% create content for the Internet.
• 19% keep a blog and 38% read them.
• 94% own a cell phone.
• 76% use Instant Messaging.
• 48% download music using peer-to-peer file sharing.
• 75% students have a Facebook account.
• Teens are much more likely than adults to blog and they are also more likely to read blogs.
• Pew Report: Teen Content Creators and Consumers (2005)
Presented by York University 9
Online PersonaWhat MySpace means to 16-year-old Megan
• Fox Interactive Media conducted a focus group
where iGeneration users were asked to create their
mood boards to illustrate the intensity of their
MySpace experience.
• Here, one user shows that, for her, MySpace is a
“world party” to which she’s “addicted.” It’s a “special
place” to get “the scoop”—“boys, friends, &
success.” Both “simple” and “complicated.” Simply,
it’s “my life.”
Presented by York University 10
Online PersonaA screen grab of typical university student screen
• Confusing? To an iGen, this signifies connectivity –
to friends, family, personal interest groups,
classmates…
Presented by York University 11
4 Ps to 4 Rs
RevealReward
Respect Retain
The New Language of Marketing: From the Four P's to the Four R's, Matthew Langie, Web Trends
Presented by York University 12
Expectation Economy
• The Web has created a generation of well-informed consumers who have strong expectations.
• Competitors can be anyone: from Starbucks to American Eagle to the University they choose to attend — many organizations compete for time and loyalty.
• Expectations are set outside your industry: the way people talk and engage with youth are set by brands in their environment, from Apple to YouTube.
• Copying competitors is a race to the bottom: Engage youth in ways that are true to your organization.
• Live where your customers live.
eMedia Best PracticesPresent Information in an Engaging Manner
Presented by York University 14
Engage Your Audience
• First impressions are paramount. iGens will formulate their opinion about their institutions from their online experience — a University’s selling tool.
• Use a variety of media to engage including blogs, podcasts, chats, IM, texting, video etc…
• iGens want information at their fingertips in easy to understand language, in an intuitive and interactive format.
• If a university wants to be more attractive, it must make all the information it has on itself available faster and in a more organized fashion than others.
Presented by York University 15
Engage Your Audience
• “SUCCES” is…
• Simple
• Unexpected
• Concrete
• Credible
• Emotional
Made to Stick, Chip & Dan Heath
Presented by York University 16
University of St. Thomas
Creates a compelling first impression – very
visual.
Identifies various types of visitors and provides
a quick engaging means to direct both the
prospective and current student to the content
that is relevant to them.
Web site: www.stthom.edu
Presented by York University 17
York UniversityWeb site: www.yorku.ca/web/futurestudents/graduate/programs/
• Provides ability for applicant to quickly and easily
locate programs of study by keywords search with
advanced drop-down menu of categories.
• Prospective students can
“Ask an Admission Expert” by typing in their
questions or browse a list of top 10 questions.
Presented by York University 18
Notre Dame UniversityWeb site: nd.edu/prospective-student
• This Web site mimics the iPhones transition of
information when you click to select the next video.
• Interactions are dynamic and interesting,
encouraging the user to select a student that they
can relate to and hear their experience.
• Images show real life on the campus, even
decorated dorm rooms.
Presented by York University 19
University of Western AustraliaWeb site: www.expo.uwa.edu.au/
• UWA presents a graphically engaging invitation to
their EXPO 2007 for perspective students.
• The microsite continues in a format to keep a student
entertained and interested in their programs.
Presented by York University 20
University of Western AustraliaWeb site: www.expo.uwa.edu.au/
• Highlights of the UWA site include sample lectures
and testimonials available via podcasting for
perspective students to browse.
• Primary space is given to the “win a laptop” contest
and invitation to visit UWA Expo on MySpace.
Presented by York University 21
University of CalgaryWeb site: www.ucalgary.ca/admissions/
• The admission page offers a simplified version of
the enrollment process, explaining how a student
can apply to the university.
• It speaks precisely to the audience who is browsing
their page.
Text
Presented by York University 22
Fountain Valley SchoolWeb site: www.fvs.edu
• FVS has an incredibly engaging Web 2.0 user
experience, from photo blogs, to videos of students
taking the visitor on a tour of their school.
• The site focuses on giving the user the complete
experience they would have if they attend FVS.
• The site is also incredibly intuitive, steering the
visitor away from a traditional left navigation to a
unique experience.
Presented by York University 23
Peddie SchoolWeb site: www.peddie.org
• Peddie sells its various programs through short 1 to
1:30 minute engaging clips that combine video with
images showing the Peddie experience.
• These clips are accompanied by short, clear
descriptions and are also hosted on YouTube.
• Throughout the site, the visitor gets to know some
of the students and faculty through information that
appears when images are rolled over.
Presented by York University 24
Proctor AcademyWeb site: www.proctoracademy.org
• Proctor Academy’s Web site resembles iTunes, where the
visitor has opportunities to listen, watch, download and
engage in the experience.Information is intuitive and easy
to find; written clearly and succinctly.
• The site has an interesting
A to Z wiki-inspired encyclopedia.
• Filled with pictures, the site leaves you with an impression
of what life is like – socially and academically – at Proctor
Academy.
Presented by York University 25
Use of WikisWeb site: www.shareideas.org/index.php/Category:Education
• An example of wiki software.
• It allows users to create, edit and link Web pages
easily. Wikis are often used to create collaborative
Web sites and to power community Web sites.
• ShareIdeas.org is an online community and wiki for
sharing ideas about how to use mobile
communications for social and environmental
benefits.
Presented by York University 26
Whitman CollegeWeb site: www.whitman.edu/admission/
• iGeneration is very concerned with social issues.
• Whitman College provides its Environmental Policy
in understandable language as a link from its
homepage.
• Providing prospective students with this information
upfront shows that the institution understands what
is important to its target market.
Presented by York University 27
University of OttawaWeb site: www.uottawa.ca/virtualtour/index.html
• Prospective students can learn about many facets of
the University online, however, once they set foot on
campus, they will instinctively know if this school is
the right one for them.
• U of Ottawa developed a virtual tour to simulate the
campus experience for prospective students.
eMedia Best PracticesUse eMedia Innovations
Presented by York University 29
Points to Ponder
• Prospective students want to hear and learn about the university experience from their peers.
• They are less concerned with what a school looks like and more concerned with the experience they will have.
• iGeneration has grown up in the digital age and expect interactions to provide them with interactivity on a whole new level.
• iGeneration members strive to find truthful and authentic experiences.
• Students receive information about your university from external sites.
Presented by York University 30
Technical StatsWeb site: www.w3schools.com/browsers/browsers_stats.asp
• The iGeneration are highly sophisticated with new
media and within a computerized environment.
• It is fair to assume there are no boundaries for
browsers and display resolutions issues when
developing any new eMedia initiatives.
• iGeneration are quick to download the latest plug-ins
to fully engage in online experiences.
Presented by York University 31
Public Discussion ForumWeb site: www.universitynetwork.ca/forums/
• While there is no one blog or site that university-
bound students flock to for information about their
institution of choice, there are discussions occurring
all over the internet.
• UniversityNetwork.ca is a Canadian Univeristy
Community discussion group that allows any student
to comments and start a topic.
Presented by York University 32
Discussion Forums and Blogs
• www.smusa.ca/forum/default.asp
• www.thestudentroom.co.uk/forums
• http://talk.collegeconfidential.com/
• www.utours.ca/component/option,com_fireboard/Itemid,62/
• http://britishexpats.com/forum/showthread.php?t=497522
• www.universitynetwork.ca/forums/
• http://bulletin.studylink.com/showthread.php?t=459
• www.discussionforums.us/forum/showthread.php?t=4412
• www.toronto.net/Search.aspx?s=accolade&start=270
• http://chronicle.com/forums/
• www.justlinux.com/forum/showthread.php?threadid=151160
• http://www.canada-city.ca/canadian-universities/posting.php?messageid=199
• www.forumforthefuture.org.uk/node/1295
• www.youth.gc.ca/yoaux.jsp?&lang=en&flash=1&ta=1&auxpageid=796
• http://theuniversityblog.co.uk
• www.fatcult.com/dave-barry-on-choosing-your-university-majors
• http://marcroger.com/dneero-surveys/choosing-the-right-universitycollege
• http://blogs.guardian.co.uk/mortarboard/2007/11/university_rankings_dont_measu.html
Presented by York University 33
Public Online Chat and IMWeb site: http://answers.yahoo.com/question/index;_ylt=AuOgQetbX0baT6ONndDCtXUjzKIX;_ylv=3?qid=20080130084117AAO6zGx
• Sites such as Yahoo Answers have become the
source of student queries appealing to the public at
large to help them make these important decisions.
Presented by York University 34
Reviews & OpinionsGive current students the opportunity to voice their opinion
• Sites such as RateMyProfessors.com and The
Campus Squirrel Listings encourage individuals to
rank and rate their experiences with their
universities.
• It provide a forum for students to rank their courses,
instructors, dorm rooms, food etc…
Presented by York University 35
Interactive Q&A’sSome universities have their own online chat within their Web site
• University of Guelph hosts scheduled chat sessions
and provides a list of dates and topics of
discussions.
• University of Evansville offers prospective students
the opportunity to chat in real-time with admissions
counsellors and current students.
Presented by York University 36
YorkU BlogBlogs that prospective students can participate in
• YUblog provides interaction between prospective
and current students, links to videos, chats and other
York events.
• Bloggers also monitor social media outlets and
respond to queries that appear.
Presented by York University 37
The CourtWeb site: www.thecourt.ca/
• An initiative of Osgoode Hall Law School, The Court
is a site where scholars, practitioners and other
interested citizens can discuss the recent work of the
Supreme Court of Canada.
Presented by York University 38
Interactive Contest
• iGens like to compete.
• Concordia University created a Concordia Photo
Picks in Flickr where they invited students to submit
their best shots of the campus.
Concordia University held an Open House and Flickr Photo Contest
Presented by York University 39
Interactive ContestWeb site: www.nightlifemagazine.ca/umontreal
• l'Universite de Montreal and NightLife magazine
have launched a video contest with more than
$6,000 in prizes, including an HD camcorder, a co-
op position at the magazine and cash prizes.
• The assignment: "tell us how creative people
contribute to building our future."
• The public will vote February 4-27 on the Web site,
which currently features one sample video and
rules/guidelines.
Presented by York University 40
Alumni Recruitment ProgramWeb site: www.bulletin.uwaterloo.ca/2007/jan/03we.html
• The University of Waterloo started an alumni
recruitment program in 2006.
• In its first month, the school received 180 applicants
from the referral program.
Presented by York University 41
Post-Graduate SuccessWeb site: www.fes.uwaterloo.ca/cooljobs/arnold01.html
• The University of Waterloo developed a site within
each of its faculties that, each month, highlights the
cool jobs of graduates from that faculty.
• Prospective students often select schools (and
careers) based on the promise of what the future will
bring.
Presented by York University 42
FacebookA popular social networking Web site launched on February 4, 2004
• On March 2, 2007, a poll conducted by
eMarketer.com discovered Facebook was the most
viewed site among all respondents with more
females aged 17-25 (69%) visiting the site than
males (56%).
• In Facebook, there more than 500 groups and
events listed, including 144 university-specific
applications ranging from surveys, quizzes,
language exchanges, professor ratings, SkoolPool
and much more.
Presented by York University 43
Guerilla Marketing Video
• Encourages current students to show prospective
students what life at York is like.
• Close to 5,000 online visits.
• iGens want to see the university in action, from
images of students participating in clubs and
activities to showing the personality the students
brings to the university.
Presented by York University 44
Guerilla Marketing Video
• York’s “Culture Show” has nearly 8,000 visits on
YouTube.
Presented by York University 45
Virtual CampusPut the student on your virtual campus
• Using technology that has been developed for
children’s videos, you can showcase students in
their new environment.
• If students can envision what it is like to be on
campus, they will use this to determine whether or
not the university is a good fit for them.
Presented by York University 46
Locator-based ApplicationWeb site: http://ifind.mit.edu/
• MIT has introduced iFind, enabling students and
their friends to instantaneously exchange locations
on campus, talk to users nearby and micro-
coordinate more effectively.
Presented by York University 47
Online Laundry SystemWeb site: www.esuds.net/faq.do
• Esuds is an online laundry system that gives
students the ability to check the availability of
washers and dryers.
• Students are notified that their laundry is finished via
text message or e-mail.
Presented by York University 48
Wireless Campus Safetywww.ravewireless.com/guardian.shtml
• RaveGuardian is a wireless service that enhances
campus safety. A student activates the timer when
walking to class or to their car; if the student doesn’t
deactivate the timer, campus police are notified with
the student’s GPS location and personal profile.
• GPS systems are being added to campus buses and
shuttles that allow their location to be tracked in real
time via cellphone.
• NJIT’s Smart Campus Project which will allow NJIT
students to locate their friends or find out how many
people are currently using the library or computer
labs in real time.
Presented by York University 49
Mash-UpsWeb site: www.webmashup.com/cgi-bin/jump.cgi?ID=521
• User-generated content that combine two areas
previously unrelated together are increasing in
popularity.
• For example: Keegy is a Web site that collects
content from around the web and organizes it by its
popularity and by geographic location.
• Encourage students to create multimedia “mash-
ups” that showcase your university’s features, for
instance a visual depiction of how students
personalize their degree (i.e. a Physics and Theatre
Major can show what their typical day looks like from
one extreme to the other.)
Presented by York University 50
Content SnackingWeb site: www.iTunes.com
• iGens are interested in trying items on for size before
committing to them.
• For example, in iTunes, users are able to listen to
the music and preview video footage before making
their purchase.
• Universities can provide students with opportunities
to sample classes online and “experience” the
university.
Presented by York University 51
PodcastIn the News
• Article featured in Metro,
“Students find podcast lectures fit their schedules”.
• York Professor Diane Zorn, has audio/video
podcasts of lectures available. Showcase these
elements in tandem with a snapshot of the
interactive Web site noting the virtual office hours.
Presented by York University 52
PodcastWeb site: www.yale.edu/opa/podcast/
• Yale University currently provides 15 different series
of podcasts for download and listening via iTunes
and common RSS feed aggregators.
• The podcasts are provided in MP3 format for easy
use on computers or multimedia devices.
Presented by York University 53
Text MessagingWeb site: www.txttouch.com/schools.php
• In North America, texting has become popular with
students (who often text one another in class or in
places where “talking” isn’t permitted) as well as with
online voting on programs such as American Idol.
• Texting is most popular among individuals ages
10-25 in North America.
• Schools are now using text messages to contact
parents instead of sending multiple school letters.
One such company specializing in Staff-to-Parent
text messaging is Txttouch.
Presented by York University 54
Recruiting VideoWeb site: www.youtube.com/watch?v=JcXF1YirPrQ
• Google uses this recruiting video posted on YouTube
as an introduction to the life of a Googler.
• The video showcases various people and aspects of
the business including meetings, workspaces and
even what lunchtime looks like.
Presented by York University 55
Memorial ‘rant’Web site: www.mun.ca/rant/
• Memorial University put together a campaign based
on the rant component of The Rick Mercer Report.
Presented by York University 56
Online VideoWeb site: www.bsu.edu/reallife/
• iGens are drawn to “unplugged” guerilla video, and
aren’t generally interested in watching scripted
versions.
• Ball State University reaches out to prospective
students by providing blogs that showcase 12
students at various stages of their degree. Within the
content are really great videos that showcase what it
is like to be a student.
eMedia Best PracticesSimulate the Experience
Presented by York University 58
YorkU’s E-PartyWeb site: www.yorku.ca/web/futurestudents/eparty/
• E-Party includes various online tools that enable
prospective students to experience the University.
• eChat
• Online Videos
• Downloadable Screensaver
• Student Blogs
• eTrivia Quiz
• Career CyberGuide
Presented by York University 59
V-LettersWeb site: www.yorku.ca/web/futurestudents/intl/neel/2007/local.html
• V-Letters are sent to prospective student with
embedded videos and links for more information
as a follow up to recruitment visits.
Presented by York University 60
• Participate in external university sites.
• Encourage students to volunteer as student
ambassadors.
Participate in External SitesWeb site: www.considercanada.org/ambassadors/stories/
Presented by York University 61
Apply Business Best PracticesWeb site: www.pg.com/jobs/cac/justincase.jhtml
• Proctor & Gamble have asked potential employees
to demonstrate their interest in the company through
an online case study simulation.
• The simulation draws on members of its existing
staff as well as individuals from around the globe to
work together on a case study that simulates the
P&G work environment.
Presented by York University 62
Downloadable WidgetsWeb site: www.theweathernetwork.com/weather_centre/wcdesktop
• Create a downloadable tool for the prospective
student such as a countdown clock to the start of
university that can be posted on the students
desktop.
• For example, The Weather Network has developed
widgets you can download to your computer desktop
that can be added to your sidebar or dashboard.
Presented by York University 63
Mobile and Wireless TrendsBorrowed from games and applications, more user-generated content will become available
• Geocaching is a treasure-hunting game which can
be played on any mobile device with integrated or
external GPS receiver.
• Orbitz launched mobile access to enable user to get
flight status and find hotels.
• Universities may want to consider providing mobile
access to their Web site for specific news or events.
Presented by York University 64
Multimedia / Virtual WorldWeb site: www.wired.com/gaming/gamingreviews/multimedia/2004/09/65052?slide=4&slideView=3
• In 2004, Wired featured an article called “Campus
Life Comes to Second Life”. However, according to
Gartner Research, Second Life reached its peak in
January 2007 and it’s trending downwards.
• Habbo is an established virtual online world for
teens, with localized communities set up all around
the world.
• In January 2008, Paramount announced that it will
start marketing virtual goods based on its movies in
Habbo’s virtual world.
Need to show examples
eMedia Best PracticesTrends and Stats
Presented by York University 66
eMedia Trends
• Industry analysts predict that online video will be the hottest item in 2008.
• Searches conducted on Google now include videos in search findings.
• With 70 per cent or more in broadband penetration in North America, streaming video is a “must” marketing tool.
• eMarketer reported that 123 million Americans watch a video at least monthly, and three-quarters tell a friend about them.
Presented by York University 67
eMedia Trends
• Video is an enormous opportunity to engage, educate and entertain (those being the new “Three Es” of successful marketing).
• According to Paul Kemp-Robertson, editor of Contagious, a magazine with headquarters in London that identifies marketing innovations, if 2006 was about user-generated content and 2007 about social media, then 2008 is about the conversation.
• According to a Gartner Inc report, the global mobile games market is on track to grow 49.9 per cent in 2007 to $4.3 billion and will hit $9.6 billion by 2011.
Presented by York University 68
Top 10 Social Media Sites
1. Facebook
2. YouTube
3. Myspace
4. Blogger.com
5. Flickr
6. Photobucket.com
7. Livejournal.com
8. Skyrock.com
9. Dailymotion.com
10. Digg.com
Based on listing on Alexa.com for Canada ranked by popularity – February 18, 2008
Presented by York University 69
1
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2
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3
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4
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5
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6
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7
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8
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9
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10
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Online Video AdsWeb site: www.adverblog.com/archives/cat_online_video_ads.htm
• Showcase engaging and appealing student videos in
media external to the university Web site.
• Feature students and their work for other students in
high traffic mediums such as theatre listings, gaming
sites and Hollywood gossip sites.
• For example, Adidas released an animated video
that tells the pretty amazing story of the German
shoe manufacturer Adi Dassler. The video is
featured in YouTube and other media Web sites.
Presented by York University 80
eMedia Key Learnings
Presented by York University 81
How to Stay in the Game?
Vision• Does it have the potential to influence or shape your university's
vision?
New business concepts • Can it point you to new ways of doing business or entirely new
ventures?
New products, services, experiences• Can it inspire you to add “something” new for a certain cohort?
Marketing, advertising, PR • Will it help you to speak the language of those already “living” a
trend?
Presented by York University 82
How to Stay in the Game?
Cost/ROI• Does it fit in the budget?
Resources • Can you maintain it; constantly improve it?
Lifespan• When do you take down the application?
Do it now or not at all.
eMedia Best PracticesReferences
Presented by York University 84
References
iGeneration
http://en.wikipedia.org/wiki/New_Silent_Generation
http://en.wikipedia.org/wiki/IGeneration
http://en.wikipedia.org/wiki/Generation_Z
http://www.smartmanager.us/eprise/main/web/us/hr_manager/articles_sept07_generation
http://en.wikipedia.org/wiki/Internet_generation
http://www.theglobeandmail.com/servlet/story/RTGAM.20071015.urc-technology-1016/BNStory/education/home
Expectations Economy
http://trendwatching.com/briefing/
Engage Your Audience
http://www.stthom.edu/Public/index.asp
http://www.nd.edu/
http://www.expo.uwa.edu.au/
http://www.ucalgary.ca/
www.fvs.edu
http://www.furman.edu/
www.peddie.org
www.proctoracademy.org
http://www.whitman.edu/
Presented by York University 85
References
Engage Current Students
http://www.whitman.edu/
http://answers.yahoo.com/question/index?qid=20080130084117AAO6zGx
http://forums.studentawards.com/ViewThread.asp?Ttoken=&SiteID=0&ForumID=61&MessageID=217298
http://www.canada-city.ca/canadian-universities/posting.php?messageid=199
http://www.uoguelph.ca/
http://www6.miami.edu/UMH/CDA/UMH_Main/0,1770,36737-1;53206-2,00.html
http://www.bulletin.uwaterloo.ca/2007/jan/03we.html
http://www.youtube.com/watch?v=gkefE1srcXM
http://www.youtube.com/watch?v=H9OW3UGy2Jo
eMedia Trends
http://trendwatching.com/briefing/
www.whitman.edu
Simulate the Experience
http://www1.law.wnec.edu/
http://www.pgjustincase.com/
http://www.youtube.com/watch?v=JcXF1YirPrQ
Demonstrate Post Graduate Success
http://www.fes.uwaterloo.ca/cooljobs/
Stats
Forrester Research
eMarketer