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.

1. 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
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2. Will marketing like this disappear?
http://monstersuniversity.com/edu/
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3. WHAT’S LIKELY TO
CHANGE…
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4. “BIG DATA”…
We will actually learn to use it.
Especially in “search” activities.
Shrink the scope of “outbound marketing.”
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5. INBOUND
MARKETING…
SEO, blogs, social media and more.
Fewer, more interested prospects.
Still a need to connect and convert.
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6. PERSONAL VIDEO
STORIES…
Realistic student story telling replaces
PR and “marketing speak” content.
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7. 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.
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8. MOBILE APPS…
Sophisticated marketing programs
will continue to build specialized apps
for an optimum online experience.
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9. SPECIALIZATION…
“Department store” universities will
shrink.
It is easier to market a specialization
than a commodity.
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10. WHAT’S LIKELY TO STAY
THE SAME…
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11. PERSONAL CONTACT…
Selling an expensive product benefits
from personal contact via telephone,
email, text and in-person meetings.
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12. CAN’T PREDICT…
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13. MARKETING AS
PROMOTION ONLY…
Can anyone drive this away?
• “Academic excellence” & “Caring faculty”
We can only hope.
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14. BRANDING
CAMPAIGNS…
More than just glitter w/o resources?
Be what you are and what people know
you are.
Be patient.
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15. STRATEGY OF
SHRINKAGE…
Will residential liberal arts colleges
adopt a strategy of “smaller is better”
as did St. Michael’s College (VT)?
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16. TUITION DISCOUNTING…
Will it end or shrink in private sector?
Will it spread even more in the public
sector?
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17. RESOURCES TO
EXPLORE…
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18. Change in 10 years…
http://www.evolllution.com/opinions/ways-higher-education-marketing-change-10-years/
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19. Digital and social media trends…
http://thefutureindex.wordpress.com/2013/10/29/7-digital-social-trends-for-higher-education-marketing/
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20. Inbound marketing w/ HubSpot…
http://www.hubspot.com/inbound-marketing
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21. Marketing automation…
http://www.hubspot.com/marketing-automation-information
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22. How much will programs shrink?
http://collegeof2020.com/ (21 April 2014)
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23. THANK YOU!
Bob Johnson, Ph.D. (248.766.6425)
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
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