Future Trends in Higher Education Marketing

Download Future Trends in Higher Education Marketing

Post on 11-Aug-2014

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What can we expect in higher education marketing in 2014 and a bit beyond? These ideas were presented and discussed at an Academic Impressions conference on strategic student recruitment communications in June. Take a look and share your thoughts.

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FUTURE TRENDS IN HIGHER EDUCATION MARKETING ROBERTE.JOHNSON,PH.D.2014 Building a Strategic Recruitment Communications Plan Academic Impressions Orange County, CA June 25-27, 2014 Bob Johnson Consulting, LLC 1 Will marketing like this disappear? http://monstersuniversity.com/edu/ Bob Johnson Consulting, LLC 2 WHATS LIKELY TO CHANGE Bob Johnson Consulting, LLC 3 BIG DATA We will actually learn to use it. Especially in search activities. Shrink the scope of outbound marketing. Bob Johnson Consulting, LLC 4 INBOUND MARKETING SEO, blogs, social media and more. Fewer, more interested prospects. Still a need to connect and convert. Bob Johnson Consulting, LLC 5 PERSONAL VIDEO STORIES Realistic student story telling replaces PR and marketing speak content. Bob Johnson Consulting, LLC 6 ADOPTION OF CRM SOFTWARE A major area for financial investment. A bigger area for staff training. Best with a direct marketing mind set. Will increase enrollment conversion. Bob Johnson Consulting, LLC 7 MOBILE APPS Sophisticated marketing programs will continue to build specialized apps for an optimum online experience. Bob Johnson Consulting, LLC 8 SPECIALIZATION Department store universities will shrink. It is easier to market a specialization than a commodity. Bob Johnson Consulting, LLC 9 WHATS LIKELY TO STAY THE SAME Bob Johnson Consulting, LLC 10 PERSONAL CONTACT Selling an expensive product benefits from personal contact via telephone, email, text and in-person meetings. Bob Johnson Consulting, LLC 11 CANT PREDICT Bob Johnson Consulting, LLC 12 MARKETING AS PROMOTION ONLY Can anyone drive this away? Academic excellence & Caring faculty We can only hope. Bob Johnson Consulting, LLC 13 BRANDING CAMPAIGNS More than just glitter w/o resources? Be what you are and what people know you are. Be patient. Bob Johnson Consulting, LLC 14 STRATEGY OF SHRINKAGE Will residential liberal arts colleges adopt a strategy of smaller is better as did St. Michaels College (VT)? Bob Johnson Consulting, LLC 15 TUITION DISCOUNTING Will it end or shrink in private sector? Will it spread even more in the public sector? Bob Johnson Consulting, LLC 16 RESOURCES TO EXPLORE Bob Johnson Consulting, LLC 17 Change in 10 years http://www.evolllution.com/opinions/ways-higher-education-marketing-change-10-years/ Bob Johnson Consulting, LLC 18 Digital and social media trends http://thefutureindex.wordpress.com/2013/10/29/7-digital-social-trends-for-higher-education-marketing/ Bob Johnson Consulting, LLC 19 Inbound marketing w/ HubSpot http://www.hubspot.com/inbound-marketing Bob Johnson Consulting, LLC 20 Marketing automation http://www.hubspot.com/marketing-automation-information Bob Johnson Consulting, LLC 21 How much will programs shrink? http://collegeof2020.com/ (21 April 2014) Bob Johnson Consulting, LLC 22 THANK YOU! Bob Johnson, Ph.D. (248.766.6425) bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC 23