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ADMIT OR DIE
mStoner
How colleges and universities
can provide good information
about decision factors
on the web
m
@DougGapinski
m
Live tweets:
#mStonerNow
m
#mStonerNow
What are some of the best admissions sites
or best admissions sections you’ve seen?
m
Get the deck by the end of the week
via email and mStonerBlog.com
m
Understand & explore
Narrow choices & apply
Decide & accept
Transition to being a student
m
Understand & explore
Narrow choices & apply
Decide & accept
Transition to being a student
m
• Decision factors: talking about what matters
most to your audience
• 10 great examples of content that supports
decision factors
• Questions?
DECISION
FACTORS
m
m
Decision factors, in order of most
importance for Tier One Law Schools:
Rankings
Programs
Location
Cost
Outcomes / jobs
m
Rankings
Programs
Location
Cost
Outcomes / jobs
This order will look slightly different
for every institution based on profile
and competition.
m
Rankings
Programs
Location
Cost
Outcomes
But, these are the things I’m
calling primary decision
factors because they are
going to be a huge part of the
decision for almost everyone.
m
#mStonerNow
What are other decision factors that can
influence the choice to attend
a college or university?
m
Takeaways
m
Addressing primary decision factors . . .
(rankings, programs, location, cost, outcomes)
. . . needs to be part of your content strategy.
m
2Your marketing needs to speak to the
primary decision factors first.
m
For colleges and universities, the
main site—or admissions microsite—
needs provide easy-to-reach and
compelling information for primary
decision factors.
m
DECISION FACTOR:
RANKINGS
m
https://www.baylor.edu/about/index.php?id=88794
m
https://www.baylor.edu/about/index.php?id=88794
Highlights:
• Facts & Figures is in the
main navigation
• Authoritative publication
rankings are easily
identified at the top
• Individual department and
program rankings are
grouped in a single place
https://www.baylor.edu/about/index.php?id=88794
http://www.gatech.edu/about/facts-and-figures
Highlights:
• General information only;
program rankings mostly
located within school and
college sections
• Increasing diversity is a
top goal and the entire
third section of the page
speaks to that
http://www.gatech.edu/about/facts-and-figures
m
Rankings help students decide to attend.
What you can do with your site:
•Be transparent. Prospective students will find rankings
no matter what. You can put the information in one
place.
•Acknowledge the publications that matter.
•Rankings can be used to make a recruiting statement.
m
DECISION FACTOR:
PROGRAMS
(degrees, majors, minors, certificates)
m
Remember: earning a degree is expensive, time
consuming, and impacts the rest of a person’s life.
Program pages should never be an
afterthought.
m
Here’s a program page from a
state university that charges:
$15,204
per year
(in-state)
$26,000
per year
(out of state)
• They didn’t bother to give
each degree it’s own
page
• No information justifying
the cost OR value of the
degree is given
• No next steps are
provided
Does this look like a $104,000 product to you?
http://www.northpark.edu/Academics/Undergraduate-Studies/Majors/Biology
Highlights:
• The goal was to create
the ultimate product page
model for .edus
• Gives reasons to study
Biology in general for the
casual browser
• Shows content for high-
ability students
• Next steps and related
programs are shown at
the bottom
http://www.northpark.edu/Academics/Undergraduate-Studies/Majors/Biology
http://www.nait.ca/program_home_76755.htm
Each degree has its
own set of pages
http://www.nait.ca/program_home_76755.htm
Highlights:
• Leads with data: will you
graduate? What will you
be making? How long
does the degree take to
complete?
• Superb information
architecture that respects
the needs and next steps
of a prospective student
http://www.nait.ca/program_home_76755.htm
m
What to think about with your program pages:
• Program (degree, major, minor, certificate) pages
ARE the product for higher education!
• Program pages should help justify the expense of an
education.
• Program pages should help someone understand
what they can do with the degree.
• These pages should be some of the richest and well-
maintained pages on a college or university site.
m
DECISION FACTOR:
LOCATION
http://www.scad.edu/locations/atlanta/explore
Highlights:
• Pretty much covers all the
bases for a prospective
student
• Facilities link includes
residence halls and
pictures
• Links to events – get
them to visit
• The cities are already
desirable for some – they
went the extra mile
http://www.scad.edu/locations/atlanta/explore
https://www2.naz.edu/
Highlights:
• Transparency, even for
facts that aren’t that
appealing (like weather)
• Covers what your off-
campus options are
• Covers travel distances
https://www2.naz.edu/
m
Location helps students decide. What you can do:
• Location is more than just a map. You must promote
the setting; it’s part of the decision process for
almost every student.
• Transportation, living arrangements, shopping, and
off-campus leisure are part of location that most
prospectives will care about.
DECISION FACTOR: COST
https://college.harvard.edu/financial-aid
https://college.harvard.edu/financial-aid
Highlights:
• Leads with powerful data
• Follows with calls to
action
• Amazing responsive net
price calculator
• A page explaining types of
aid page that is clear and
concise
https://college.harvard.edu/financial-aid
http://www.bu.edu/finaid/
m
DECISION FACTOR:
OUTCOMES / JOBS
m
#mStonerNow
What are some outcomes that can
demonstrate the value of a degree?
http://www.kenyon.edu/
An entire section
devoted to outcomes
http://www.kenyon.edu/
Highlights:
• Amazing demonstration
of the value of a degree
from Kenyon
• Leads with data, follows
with stories
• Bonus round: first jobs in
recent years!
http://www.kenyon.edu/
http://www.rider.edu/outcomes
http://www.rider.edu/outcomes
m
Justifying the value of a degree is increasingly
important. How can you help prospectives decide?
• Jobs help demonstrate the value of a degree.
• Use data AND storytelling, not one or the other.
• Group outcomes by school or area of study – an
music student has different goals than a business
student.
m
Make sure you’re presenting these well:
Rankings
Programs
Location
Cost
Outcomes / jobs
m
Questions?
m
Thanks!
@DougGapinski mstonerblog.com

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