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Developing Effective Marketing and Recruitment
Communication Plans in the E-recruitment Era
Mike Frantz
February 8, 2008
Cognitive dissonance will set in at various points in the enrollment funnel
Meet the needs of today’s student by using appropriate
electronic communication
Prospective and current students
today are technology-savvy
64% use instant messagingas a means to communicate
21% 71% 82%
Would send an IM to a college rep
Would respond to an IM sent from a
college
Use IMseveral times
a day
Source: E-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006
By the end of their junior year…
71% submitted an online inquiry form
42% personalized a Web site
Source: E-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006
Rising seniors would like to…
88% complete a financial aid estimator online
81% apply online
81% request a campus visit online
Source: E-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006
21 million teens (87%) are online
Source: Pew Internet and American Life Project 2004
24%increase
in the last four years
78% have some form ofhigh-speed connection
Source: E-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006
Your Web site is the most comprehensive communications resource in your recruitment marketing plan.
How well is it telling your story to all of your markets AND giving them tools to connect with your campus?
Web site review checklists
Content
Can you identify at least one of your top benefit messages on each page within the first four levels?
Are your academic program and cost/aid pages the very best on your site? (They should be – they’re the first students visit.)
Functionality
Do you have the following interaction resources available throughout your site?
Inquiry/more information form Visit request/event RSVP Online application (that can be
completed in multiple visits) Application status check Live chat/IM Tuition/aid/scholarship calculators
or estimators Student and faculty blogs Student and faculty profiles with
contact information
Navigation
Search function working well?
Consistent global navigation on all pages?
Two clicks or less to major, cost, and admissions information?
69% of high school seniorsown a cell phone
59% would take a call from a college on their cell phone
78% have text messaging
49% would let you send them a text message
Source: E-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006
84% of teenagers own their own computer, laptop, or Blackberry
E-mail is seen as a tool for communicating with “adults” (teachers, schools, groups)
Source: Pew Internet and American Life Project 2004
Integrating electronic messages into the
communications flow
Begin collecting e-mail and IM addresses at the prospect stage
E-mail is a cost-effectiveway to communicate
Use e-mail to supplementyour written messages
Sample communication flow
Sample communication flow
Sample communication flow
Utilize other e-communications
strategies
Students expect instant messaging
Online chats for students and parents can work!
When are students online? When are you?
Current student and faculty blogs
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