10. Generational Online Activity Differences
100
75
50
25
0
12-17 18-28 29-40 41-50 51-59 60-69 70+
Send Email Instant Message Research a School Text Message Read Blogs
Pew Internet and American Life, 2005
11. Top 10 Web Sites Ages 17-25
Youth Trends and eMarketer.com, October 2006
Females
Males
Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
12. Recruiting Revolutions
0.0 Pre 1972 Admissions as Paper Processing
1.0 1972 Aggressive Marketing Campaigns
13. Traditional 1.0 Recruiting
Begins Middle of Junior Year
Direct Mail Search Campaigns
Letter Series-Based Communication Plans
Viewbooks, Roadpieces, Department Brochures
Large Open Houses and Group Tours
High School Visits, College Fairs & Nights
14. Recruiting Revolutions
0.0 Pre 1972 Admissions as Paper Processing
1.0 1972 Aggressive Marketing Campaigns
1.5 1993 Information Moved to the Internet
16. Recruiting Revolutions
0.0 Pre 1972 Admissions as Paper Processing
1.0 1972 Aggressive Marketing Campaigns
1.5 1993 Information Moved to the Internet
2.0 2003 Control Shifted to the Student
30. >25%
First Point of Contact was the Admissions Application
Informal TargetX Survey of Undergraduate Admissions Clients & Noel-Levitz E-Recruiting Practices Report, April 2006
36. 63%
Prefer Email vs. Direct Mail
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
37. 71%
of Prospective Graduate Students use Instant Messaging
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
38. College Website Activity Discrepancies
Activity Do Want
Financial Aid Estimator 27% 93%
Request Campus Visit 18% 80%
Completed RSVP Form 20% 77%
Emailed Current Student 13% 71%
Read Faculty Blog 16% 72%
IM with Admissions 13% 68%
Read Student Blog 19% 66%
Downloaded Podcast 6% 41%
Downloaded Video Podcast 6% 38%
Online Chat Event 11% 35%
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
39. Takeaway
Preference for Electronic Communication
Want Details on Cost and Financial Aid
Desire to Connect with Students and Faculty
Use “New” Communication Tools (Blog & IM)
40. Recruiting Revolutions
0.0 Pre 1972 Admissions as Paper Processing
1.0 1972 Aggressive Marketing Campaigns
1.5 1993 Information Moved to the Internet
2.0 2003 Control Shifted to the Student
2.1 Today
Authenticity.
44. Tell Better Stories
Stories not Stats. People not Programs.
Must be real, unique and recent.
Let “them” tell the story!
Can’t be authentic & have editorial control
46. Fix Your Website
Strong, consistent brand image
Focus on future customers
Obvious, consistent navigation (from home page)
Stories, not just facts
Highlight Differentiation
Update frequently (reason to return)
49. Blogs & Diaries
Entries should be short
More than just text - add pictures!
Hire bloggers with interesting things to tell
Create expectations - don’t censor
Encourage interaction through comment posts
Offer RSS feed option
50.
51. Social Networking
It’s called MySpace, not YourSpace
Trend is away from MySpace -> Facebook
Encourage grad assistants to share info on their Facebook
Create your own college’s branded social site
(possibly replacing blogs & message boards)
52.
53.
54. Why They Choose One Over the Other
Pew Internet & American Life Project, Teens and Technology, July 2005
What We Use to Talk
Email to “Old People”
Casual Written
IM Conversations with
Friends
55. Instant Messaging
Make it an available option
It’s an Opportunity, not a Disruption
Use away message (include email address)
Promote screen name (bcards, website, etc.)
AIM at least (MSN & Yahoo as options)
56. Email Campaigns
Short & sweet content
Strong, targeted call-to-action
“From” familiar to recipients
Obvious subject line - not cute
Limited HTML (or text-only)
Measure results & adjust accordingly
57. Embrace Parents
Collect their Name & Email Address
Get Student’s Permission, of course
Expect them and Embrace them at events
Invite them to online chats, blogs, etc.
59. Stage Better Experiences
Recreate Campus Visits, Receptions and Events
Make them Memorable. Make them Interesting.
Set the Expectations. Understand Visitor’s Needs.
Customize the Visit When Possible.
Eliminate Negative Cues - Now!
Get Together with Undergraduate Admissions on This
61. Rethink the Budget
Distribution Print vs. Web, On-Campus vs. Off
Stop the “have to” Activities
Focus on what WILL work - Not what ALWAYS worked
Doesn’t necessarily mean additional funding
62. Start Earlier
Brand Recognition Begins in Freshman Year
College Search Starts in Sophomore Year
Short List is Made Before Junior Year
Enhance Junior Year Recruiting Activities
63. Let go.
Remember, you’re not in control.
Remember, they don’t trust marketers.
Remember, they are talking about you anyways.
Remember, they want to figure out the truth.
Remember, their parents are talking about you too.
65. 60%
Attend More Than One College Before Graduating
U.S. Department of Education, 2006
66. I just wasn't happy with NYU, Spradlin says as she sits in a
coffee shop after a morning of classes. Despite the fact that
they don't have a campus, they said “we make up for it;
we're still a community; you see students all the time.”
And I really didn't get that.
I'd go out on the weekends, and I'd be with 30-year-old
men at the bars that knew college girls were going to be
there and stuff, and it just wasn't very appealing.
Miranda Spradlin, NYU Student
67. Amount of Financial Aid
Student-Institution Fit
Only 2 of 24 attrition characteristics had a moderate or higher impact.
What Works in Student Retention?, ACT (2005)
68. It begins in recruiting.
How “authentic” were you in sales?
Did you provide a financial plan?