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.
Text of Future Trends in Higher Education Marketing
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)
[email protected] www.bobjohnsonconsulting.com Bob
Johnson Consulting, LLC 23
