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?

A steady breeze?

A hurricane?

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

Print budget increase

• Yes. 27% No. 65%

Electronic publication budget increase

• Yes. 42% No. 42%

• • Karine Joly,www.higheredexperts.com

• • 198 responses

• • 38% private sector 4-year

• • 42% public sector 4-year

• • 6% public sector 2-year

19. Electronic only in 2009 http://www.higheredexperts.com

Application package 18%

• 2007 8%

Academic program brochure 8%

• 2007 7%

Viewbook 5%

• 2007 0%

Admissions/search brochure 3%

• 2007 4%

20. Moving toward an electronic state http://www.higheredexperts.com

Application package 41%

Academic program brochure 37%

Admissions/search brochure 31%

Viewbook 23%

Viewbook

• Electronic only, 2007 0%

• Electronic only, 2009 5%

21. The future of view books

Print view books dropped at

• Indiana University

• Suffolk University

• Furman University

Alternatives in place

• Quarterly magazines at Furman

• 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.

• Garrison Keillor

• • A Prairie Home Companion

• • 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

• Carewords capture initial interest

• Visitor reveals identity to receive a special benefit

• Inquiry decides to visit campus

• Campus visitor decides to apply for admission or visits after admitted

• Accepted student sends enrollment deposit

• Deposited student enrolls

31. At the first and early visits.

3 important goals:

Create initial engagement in 2 to 5 seconds

Return for another visit

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%

• Advance your career

• Balancing work, home, and school

• Career advancement

• Cost

• Best school possible

• Prestigious, well-recognized degree

Words that didnt rank highLow 25%

• Accessible faculty

• Experience of faculty

• Corporate sponsorship

• Shaping leaders

• Class diversity (industry or experience)

• Format of program

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/

MIT admissions page

• Blog series is featured content

• 17 Students

• 3 Staff

• • Financial Aid Director

• 16 Alumni

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

At least monthly

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

Ask permission

Offer options

• Phone

• IM

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

• 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

• https://www.noellevitz.com

• Reports survey responses on recruitment practices and budgets.

51. For general background http://www.pewinternet.org/

Writing, Technology and Teens

Teens and Social Media

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