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First of two presentations for Xavier University to explore evolving challenges marketing communications. Reviews role of "traditional" websites, social media, mobile technology and more, with an emphasis on student recruitment contacts.
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2. Dartmouth College, February 9, 2009
3. 1981 prediction for 2006
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
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?
15. May 2010 student & parent focus groups
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
19. Electronic only in 2009 http://www.higheredexperts.com
20. Moving toward an electronic state http://www.higheredexperts.com
21. The future of view books
22. Rutgers University http://infopacket.admissions.rutgers.edu/default.aspx 23. The Rutgers result 24. 2.Social media compels reality marketing
25. Lake Wobegon marketing
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
30. Critical conversion yield points
31. At the first and early visits.
32. First engagement in 5 seconds http://www.miis.edu/ 33. Words that students care about
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/
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
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
43. Start regular email contact
44. IM, text messaging, telephone http://www.mckendree.edu/prospective/admissions/IM_the_admission_staff.aspx
45. 6.Final conversion steps 46. Keep up the good work 47. The summary 48. Repeating 7 key elements
49. Useful sources of information 50. Industry specific research
51. For general background http://www.pewinternet.org/
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