Eduwebworkshop 09 090720081848 Phpapp02

Student Recruitment in an Online World: Creating a Marketing Communications Plan in a World without Paper ©Robert E. Johnson, Ph.D. 2009 eduWeb 2009 July 20, 2009 Chicago, Illinois Bob Johnson Consulting, LLC

Dartmouth College, February 9, 2009 ,[object Object],Bob Johnson Consulting, LLC

1981 prediction for 2006… ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

And in 2009 in Michigan… Bob Johnson Consulting, LLC

Will evolution save newspapers? Bob Johnson Consulting, LLC

1. Technology is enabling new communication styles and information sources ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

The future of smart phones… Your website on a small screen? Bob Johnson Consulting, LLC

Mobile version of your website… 2010? Azusa Pacific University…http://www.apu.edu/m/ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Your publications on e-readers… http://en.wikipedia.org/wiki/E-book_device#Specialized_devices Bob Johnson Consulting, LLC

Limitations to adoption… http://www.coolreaders.com/readers.asp ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

How strong is the wind blowing? ,[object Object],[object Object],Bob Johnson Consulting, LLC

What are high school students saying? 2007 Noel Levitz “E-Expectations Class of 2007” Prefer web for information… 57% Prefer print for information… 43% Bob Johnson Consulting, LLC

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 school I really like , I’m willing to call them or read brochures to get answers to my questions.” Bob Johnson Consulting, LLC

In higher education, 2007 to 2009… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Electronic only in 2009… http://www.higheredexperts.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Moving toward an electronic state … http://www.higheredexperts.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

New news at July 2009 ACT EPC… ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

2. Social media compels reality marketing ,[object Object],Bob Johnson Consulting, LLC

Lake Wobegon marketing… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Students tell faculty stories… University at Albany Bob Johnson Consulting, LLC

The good and the ugly on YouTube… University at Albany Bob Johnson Consulting, LLC

Facebook… People will talk SUNY New Paltz Bob Johnson Consulting, LLC

Today’s communication environment… ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

How can an online communication plan reduce stealth applicants? ,[object Object],[object Object],Bob Johnson Consulting, LLC

3. Meeting today’s challenge at the start… ,[object Object],[object Object],Bob Johnson Consulting, LLC

Critical conversion yield points… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

At the first and early visits…. ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

A strong, immediate brand impact… http://www.uconn.edu/ Bob Johnson Consulting, LLC

Words that students care about… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Words and content to engage visitors… http://www.kenan-flagler.unc.edu/programs/emba/index.cfm Bob Johnson Consulting, LLC

Easy to scan for brand message… http://www.smith.edu/about_howsmithfeels.php Bob Johnson Consulting, LLC

Easy access to academic programs… http://www.dickinson.edu/academics/programs.html ,[object Object],[object Object],Bob Johnson Consulting, LLC

Early, prominent blog content… http://www.mitadmissions.org/ ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

FAQs in video introduce people… http://admissions.richmond.edu/faq/ Bob Johnson Consulting, LLC

Campus tours introduce people… http://www.mtholyoke.edu/cic/tour/ Bob Johnson Consulting, LLC

Establish credibility with frank talk… http://www.muhlenberg.edu/admissions/aid.html Bob Johnson Consulting, LLC

Integrate website & social networks… http://www.phoenix.edu/students/online_communities.html Bob Johnson Consulting, LLC

4. Getting an online inquiry… ,[object Object],[object Object],Bob Johnson Consulting, LLC

Offer a viewbook in online format… http://www.risd.edu/undergraduate/Default.aspx Bob Johnson Consulting, LLC

Estimates for net costs… http://www.financialaid.utoledo.edu/estimator/ Bob Johnson Consulting, LLC

Tips to help acceptance chances… http://apps.carleton.edu/admissions/apply/essay_tips/ Bob Johnson Consulting, LLC

Priority scholarship review status… http://www.drew.edu/cla/admissions.aspx?id=24689# Bob Johnson Consulting, LLC

Short inquiry forms encourage action… http://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.html Bob Johnson Consulting, LLC

5. After an online inquiry… ,[object Object],[object Object],Bob Johnson Consulting, LLC

Consistent, frequent email contact… May 2006………………………December 2007 Bob Johnson Consulting, LLC

Include a quarterly online magazine… http://www.alumnae.mtholyoke.edu/blogs/blog/mount-holyoke-alumnae-quarterly ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Be careful with PDF solutions… http://www.i-studentadvisor.com/loyalist/loyalist-english.html Bob Johnson Consulting, LLC

6. Final conversion steps… ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

IM, text messaging, telephone… http://www.mckendree.edu/prospective/admissions/IM_the_admission_staff.aspx ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Online enrollment deposit… http://www.admissions.umich.edu/admitted/edr.php Bob Johnson Consulting, LLC

Orientation info for students & parents… http://www.sxu.edu/focus/default.asp.... http://www.sxu.edu/focus/parents.asp Bob Johnson Consulting, LLC

Selecting a roommate online… Rutgers University Bob Johnson Consulting, LLC

The summary… Bob Johnson Consulting, LLC

Repeating 7 key elements… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Useful sources of information… Bob Johnson Consulting, LLC

Industry specific research… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

For general background… http://www.pewinternet.org/ ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC 248.766.6425 [email_address] http://twitter.com/HighEdMarketing Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html Bob Johnson Consulting, LLC

Eduwebworkshop 09 090720081848 Phpapp02

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Destacado

Destacado (8)

Similar a Eduwebworkshop 09 090720081848 Phpapp02

Similar a Eduwebworkshop 09 090720081848 Phpapp02 (20)

Eduwebworkshop 09 090720081848 Phpapp02