- 1. Communicating in Todays World: The Impact of the Electronic
Era Robert E. Johnson, Ph.D. 2010 Xavier University May 19, 2010
Cincinnati, Ohio
2. Dartmouth College, February 9, 2009
- Communications will increasingly move from print to electronic
media.
3. 1981 prediction for 2006
- Most of what we read will be transmitted into our homes and
offices electronically.
-
- Barry Bingham Jr., Publisher, Louisville Courier-Journal, at
his alumni reunion in 1981
-
-
- Reported by Emily Bingham, his daughter, in Newsweek column,
Digital Dad vs. the Dinosaurs,
athttp://www.newsweek.com/id/191406
4. And in 2010 in Michigan 5. Website home page is less
important today 6. Social media adds info alternatives 7. 1.
Technology enables new communication styles and information
sources
- Smartphones, E-readers, Mobile
- Weak boundaries between formal and informal information
sources
- No control of the stories that people tell
8. A world of iPhones & Androids Your website on a small
screen? 9. Mobile apps to download 10. Mobile version of the
website Santa Clara University http://m.scu.edu/ 11. Texting to
engage and convert
http://www.stmarytx.edu/admission/?go=mobileupdates 12. Your
publications on e-readers?
http://en.wikipedia.org/wiki/E-book_device#Specialized_devices 13.
Tech challenge to flash or not?
http://www.colorado.edu/prospective/viewbook/ 14. How strong is the
wind blowing?
15. May 2010 student & parent focus groups
- Almost no use of smart phones
- Parents: little interest in publications, didnt believe what
they said
- Students: more interested in print, including printed course
catalogs
- Parents + Students: use search to find schools to visit
websites
- Social media: not at the start
16. What are high school students saying? 2007 Noel Levitz
E-Expectations Class of 2007 Prefer web for information 57% Prefer
print for information 43% 17. Parents 80% say The E-Expectations of
the Parents of College-Bound Students Noel-Levitz I prefer to go to
the Web site for information, but if it is a schoolI really like ,
Im willing to call them or read brochures to get answers to my
questions. 18. In higher education, 2007 to 2009
- Electronic publication budget increase
-
-
- Karine Joly,www.higheredexperts.com
-
-
- 38% private sector 4-year
19. Electronic only in 2009 http://www.higheredexperts.com
- Academic program brochure 8%
- Admissions/search brochure 3%
20. Moving toward an electronic state
http://www.higheredexperts.com
- Academic program brochure 37%
- Admissions/search brochure 31%
21. The future of view books
- Print view books dropped at
-
- Quarterly magazines at Furman
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- Info packet online at Rutgers
22. Rutgers University
http://infopacket.admissions.rutgers.edu/default.aspx 23. The
Rutgers result 24. 2.Social media compels reality marketing
- Less impact for view books from Lake Wobegon
25. Lake Wobegon marketing
- All the women are strong, all the men are good-looking, and all
the children are above average.
-
-
- With thanks to Mary Claire Bauer, Hudson Valley CC
26. Students tell faculty stories Xavier University 27. YouTube
showcase football wins Xavier University 28. Facebook People will
talk SUNY New Paltz 29. 3. Meeting todays challenge at the
start
- How to communicate online during a recruitment cycle as long as
3 years
- How can we convert people from stealth mode to known
inquiries
30. Critical conversion yield points
- Cultivation requires engagement at 1 stweb visit and high yield
at critical points in the recruitment cycle
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- Carewords capture initial interest
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- Visitor reveals identity to receive a special benefit
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- Inquiry decides to visit campus
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- Campus visitor decides to apply for admission or visits after
admitted
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- Accepted student sends enrollment deposit
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- Deposited student enrolls
31. At the first and early visits.
- Create initial engagement in 2 to 5 seconds
- Leave stealth mode as soon as possible
32. First engagement in 5 seconds http://www.miis.edu/ 33. Words
that students care about
- Words people cared aboutTop 25%
-
- Balancing work, home, and school
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- Prestigious, well-recognized degree
- Words that didnt rank highLow 25%
-
- Class diversity (industry or experience)
34. Words and content to engage visitors
http://www.kenan-flagler.unc.edu/programs/emba/index.cfm 35. Early,
prominent blog content http://www.mitadmissions.org/
-
- Blog series is featured content
- MIT introduces people first
36. 30 tour videos introduce people
http://www.bu.edu/admissions/you-at-bu/ 37. Integrate website &
social networks
http://www.phoenix.edu/students/online_communities.html 38. 4.
Getting an online inquiry
- Give a reason to reveal identity
- Make it easy to become an online inquiry to get the
benefit
39. Offer a viewbook in online format
http://www.risd.edu/undergraduate/Default.aspx 40. Estimates for
net costs http://www.utoledo.edu/admission/cost/dhs/ 41. Short
inquiry forms encourage action
http://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.html
42. 5. After an online inquiry or application
- Regular contact is critical
- Weekly after the application
43. Start regular email contact
- Start sending when an inquiry is made
- Track interest in stories included
- Include links to main website
44. IM, text messaging, telephone
http://www.mckendree.edu/prospective/admissions/IM_the_admission_staff.aspx
- Communicate as needed by admitted students
- Reserve for admitted students if capacity requires that
45. 6.Final conversion steps 46. Keep up the good work 47. The
summary 48. Repeating 7 key elements
- More people prefer online communications
- Technology is changing and requires new resources to adapt
communication plans
- Special customer-centric features increase initial
engagement
- Create benefits for stealth explorers to register
- Plan frequent online follow-up
- Video plays a more important role
- Use analytics to measure success and make changes to what isnt
working
49. Useful sources of information 50. Industry specific
research
- White papers, with emphasis on adult students
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- http://www.demandengine.com/research/index.php
-
- Reviews enrollment management attitudes and concerns about
adopting new technologies and outlines steps to a new
strategy.
- E-Recruiting Practices surveys: traditional students
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- https://www.noellevitz.com
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- Reports survey responses on recruitment practices and
budgets.
51. For general background http://www.pewinternet.org/
- Writing, Technology and Teens
- Its Personal: Similarities and Differences in Online Social
Network Use Between Teens and Adults
52. Thank You! Bob Johnson, Ph.D. President Bob Johnson
Consulting, LLC248.766.6425[email_address]
http://twitter.com/HighEdMarketing Customer Carewords Research for
Online Marketing
Success:http://www.bobjohnsonconsulting.com/customercarewords.html