access group presentation

Oh My!Wikis, Podcasts, Blogs, etc.

wherethehellismatt.com

knowledgecenter.targetx.com/groups/accessgroup/

Interactive Recruiting Solutions

Student Recruitment Manager (CRM) Email, Blogs, Social Networks

Search Campaigns, Campus Visits

Clarification & FocusBlogs IM/SMS Email Social Nets

vs.Twitter Podcasts Wikis

Millennials +the Internet =_________ ???

GI Generation (84-107)Silent Generation (66-83)Baby-Boomers (48-65)Generation X (27-47)

Millennials (5-26)New Silent Generation (0-4)

Traditional RecruitingPrint a Catalog or Viewbook

and They Will Come.

Traditional RecruitingUndergraduate Recruiting in Junior Year

Direct Mail Search Campaigns

Letter Series-Based Communication Plans

Viewbooks, Roadpieces, Department Brochures

Large Open Houses, Info Sessions and Group Tours

High School/Company Visits & College/Graduate Fairs

It’s all “talk at”marketing.

Web 2.0

Sharing & ConnectingWeb 2.0 is about making connections & sharing

Thoughts. Pictures. Videos. Places. Products.

Think this way:1.0 = passive2.0 = active

The web is more like a conversationthan a library.

Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN

Females Males

Top 10 Web Sites Ages 17-25Youth Trends and eMarketer.com, October 2006

Pew Internet and American Life, 2005

0

25

50

75

100

12-17 18-28 29-40 41-50 51-59 60-69 70+

Send Email Instant Message Research a School Text Message Read Blogs

Generational Online Activity Differences

It’s about people’s desire to connect with each other.

Today, you must“talk with.”

ConsumerAttitudes

64%Believe Advertising is “Dishonest” or “Unrealistic”

Consumers 18-65 years old, Ad Age 2006

Brand ConfusionCoke vs. Pepsi

Apple vs. Microsoft

Brand Clarity“for the working professional”

Marketing Immunity3,000-5,000 Daily Messages

Neurological Blockades

Building Brand RecognitionHasn’t Been Harder

Quality.No Longer Differentiates

Difficult to Define in Higher Education

Everyone Looks the SameColleges not being true to themselves (inauthentic)

A “me-too” product development philosophy

Leadership not providing clear vision

Stories not Stats.People not Programs.

Commodityanything for which there is demand, but which is supplied

without qualitative differentiation across a market

What Kind of Car?How would your students answer this?

E X E R C I S E

75%Students Spend Researching Colleges Online

Harris Interactive, 2004

84%Use the College’s Website Most Heavily in their Research

Eduventures, 2007

Activity Do WantFinancial Aid Estimator 24% 90%Online Application 22% 86%IM with Counselor 6% 70%Campus Visit Request 25% 84%Tuition Calculator 33% 88%Faculty Profile 26% 69%Student Profile 31% 63%Forwarded Page 34% 63%Online Survey 50% 72%Personalize Site 39% 58%Inquiry Form 72% 73%

Navigating Toward E-Recruitment, Noel-Levitz, Inc.

High School Students: College Website Activity Discrepancies

99%Join Facebook Groups Before Arriving on Campus

Amherst College IT Study, 2008

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%

Graduate Students: College Website Activity Discrepancies

E-Expectations: Graduate Edition, Noel-Nevitz, 2007

64%Prefer Website vs. Brochures


63%Prefer Email vs. Direct Mail


71%of Prospective Graduate Students use Instant Messaging


Email What We Use to Talk to “Old People”

IMSMS

Casual Written Conversations with

Friends

Medium Choices of TeensPew Internet & American Life Project, Teens and Technology, July 2005

TakeawayPreference for Electronic Communication

Want Details on Cost and Financial Aid - EARLIER

Desire to Connect with Students and Faculty

Use “New” Communication Tools (Blog & IM)

Recruiting 2.0You are no longer in control of the conversation.

who, when & how

Retention begins with being authentic in recruiting.

So where do you start?

ListeningSpeaking

What’s your objective?

EnergizingSupportingEmbracing

Prospects, applicants, current students and alumni are already talking about you online.

Are you listening?

Technorati (blog search)

YouTube search

If u do 1 thing

50/90%of Non-profit Institutions Follow-up with Prospect within a Month

(90% of For-profit institutions do so)Eduventures, 2006

Final Thoughts.

Today the most important conversation

is not the marketing monologue but

the dialogue between your audience.

Rethink the BudgetDistribution Print vs. Web, On-Campus vs. Off

Stop the “have to” Activities (hint: start with travel)

Avoid the many online marketing fads - calc ROI!

Focus on what WILL work - Not what ALWAYS worked

Doesn’t necessarily mean additional funding

Start EarlierBrand Recognition Begins in Freshman Year

College Search Starts in Sophomore Year

Short List is Made Before Junior Year

Enhance Junior Year Recruiting Activities

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.

Change Now.Differentiate or Die.

Bury the competition. Stop being nice.Know what you do best. Outsource the rest.

Plan for the worst. Question everything.Take charge. Lead. Do not follow.

All hands on deck.

Change AgentsDon’t lead change because it makes sense.

Lead change because you believe youmust get ahead of an approaching“discontinuity” in order to survive.

Jack and Suzy Welch, BusinessWeek, October 2008

Brian’s Bookshelf

Brian’s Podcasts