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From Inquiries to Alumni: Using Affordable Technology & Creative Marketing to Recruit
& Retain Students
AACRAO Technology ConferenceAACRAO Technology Conference
July 12, 2008 July 12, 2008
Greg Williams, Ed.D.Greg Williams, Ed.D.
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Greg Williams, Ed.D.Greg Williams, Ed.D.
• Director & Clinical Assistant Professor
• Univ. of Maryland• [email protected]• www.gregwilliams.net
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Case Study Facts Facts
• Univ. Maryland, Baltimore County• Instructional Design & eLearning Graduate program • Enrollment declining• One year to improve• Staff of one
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Program Enrollment
FY 2003 – 1,035 Credit Hours
FY 2004 – 771 Credit Hours
FY 2008 – 1,239 Credit Hours
2004 – 2008 increase of 60%
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Today’s Consumer
• Search when they need to• They are in control• Little time to spend• Fast paced lifestyle• Search using tools they know• Think like “adult learners”
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Marketing Shift
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Marketing Shift
• Mass media to customized• Control from advertisers to consumers• Sketchy results to measurable results• Limited Internet access to widespread• Few media tools to many tools• Traditional ads to Internet
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Typical Marketing Approach (graduate program)(graduate program)
• Stale ideas (e.g. open house)• Mostly advertising• Program & services not evaluated• Ineffective inquiry mgt & follow-up• Passive use of technology• Little engagement of inquirers
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Comprehensive Approach
• Needs assessment• Marketing research• Product development• Pricing • Distribution• Selling• Advertising• Public relations
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Analysis Results Results
• Need for program• Student & alumni profile• Program quality good• Students, alums, employers liked program• Some new courses needed• Opportunity to go online
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Position Statement
• Why are you unique?• Program & services differentiation• Problem you are solving?• What do you offer that others don’t?• Why should people associate with you?
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Focus on Customer Needs
• What do they want & when• How do they look for it• Is your content meaningful?• Is your message reinforced?
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We’re Having Cookies!
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What Did Our Customers Want?
• Career info• Professional development info• Answers to their job situation• How will program help them?• Career counseling
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Our Approach
• Comprehensive marketing• Technology as communication
& marketing tool• Build relationships• Interactive communication • Meaningful content• Career content & services
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No Silver Bullet
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Action Plan
• Biggest impact on enrollment? • Our position statement• Focus on career needs• Use technology to help• Short-tem vs. long term
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Program Improvements
• New courses • Course names & descriptions• Applied learning format • Improve instructional technology
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Service Improvements
• Admission & registration • Career services• Online services, e.g. library• Response time
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Inquiry Management
• Methods of inquiry• Greg’s role• System we inherited• How it was used in past• New approach
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Communication Plan
• Current students• Program alumni• Internal audience• Employers• Professional Associations
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Technology Not a Universal Solution
• Define need first• Identify possible tools• Evaluate, ease of use, cost• Then select appropriate tool
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Technology Tools
• Searchable content• Google Adwords• Website• YouTube• iTunes university
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Google AdWords
• What is it?• Key word search• Google search – biggest inquiry source method• Reporting function
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Google AdWords Benefits
• Familiar technology • Searchable content• Scalable, control costs• measurable & immediate results• Integrate with other marketing
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Apple’s iTunes University
• What is it?• Familiar technology• Searchable content • How we use it• Reinforces message• Free
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YouTube
• How we use it • Searchable content• Familiar technology • How we use it, e.g. events• Reinforces message• Free
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Communication Reinforcement
• Website• Events• Services, career help, jobs ads• Employer services• Professional associations• Faculty presentations & conferences
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Results
FY2004 – 771 Credit Hours
FY2008 – 1,239 Credit Hours
FY2004 – FY2008 increase of 60%
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Lessons Learned
• Comprehensive marketing approach• Searchable content, meaningful content• Position statement & differentiation• Technology is not a savior• Services make a difference• Relationships matter• No overnight success
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Greg Williams, Ed.D.Greg Williams, Ed.D.
• Director & Clinical Assistant Professor
• Univ. of Maryland• [email protected]• www.gregwilliams.net