by Brian Niles

1. Oh My!
Wikis, Podcasts, Blogs, etc.

2. wherethehellismatt.com

3. Oh My!
Wikis, Podcasts, Blogs, etc.

4. knowledgecenter.targetx.com
/groups/accessgroup/

5. Interactive Recruiting Solutions
Student Recruitment Manager (CRM)
Email, Blogs, Social Networks
Search Campaigns, Campus Visits

6. Clarification & Focus
Blogs IM/SMS Email Social Nets
vs.
Twitter Podcasts Wikis

7. Millennials +
the Internet =
_________
???

8. GI Generation (84-107)
Silent Generation (66-83)
Baby-Boomers (48-65)
Generation X (27-47)
Millennials (5-26)
New Silent Generation (0-4)

9. Traditional Recruiting
Print a Catalog or Viewbook
and They Will Come.

10. Traditional Recruiting
Undergraduate Recruiting in Junior Year
Direct Mail Search Campaigns
Letter Series-Based Communication Plans
Viewbooks, Roadpieces, Department Brochures
Large Open Houses, Info Sessions and Group Tours
High School/Company Visits & College/Graduate Fairs

11. It’s all “talk at”
marketing.

12. Web 2.0

13. Sharing & Connecting
Web 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.

14. Think this way:
1.0 = passive
2.0 = active
The web is more like a conversation
than a library.

15. Top 10 Web Sites Ages 17-25
Youth Trends and eMarketer.com, October 2006
Females Males
Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN

16. Generational Online Activity Differences
100
75
50
25
0
12-17 18-28 29-40 41-50 51-59 60-69 70+
Send Email Instant Message Research a School Text Message Read Blogs
Pew Internet and American Life, 2005

17. It’s about people’s desire to
connect with each other.

18. Today, you must
“talk with.”

19. Consumer
Attitudes

21. 64%
Believe Advertising is “Dishonest” or “Unrealistic”
Consumers 18-65 years old, Ad Age 2006

22. Brand Confusion
Coke vs. Pepsi
Apple vs. Microsoft

23. Brand Clarity
“for the working professional”

24. Marketing Immunity
3,000-5,000 Daily Messages
Neurological Blockades

25. Building Brand Recognition
Hasn’t Been Harder

26. Quality.
No Longer Differentiates
Difficult to Define in Higher Education

27. Everyone Looks the Same
Colleges not being true to themselves (inauthentic)
A “me-too” product development philosophy
Leadership not providing clear vision

30. Stories not Stats.
People not Programs.

35. Commodity
anything for which there is demand, but which is supplied
without qualitative differentiation across a market

36. E X E R C I S E
What Kind of Car?
How would your students answer this?

37. 75%
Students Spend Researching Colleges Online
Harris Interactive, 2004

38. 84%
Use the College’s Website Most Heavily in their Research
Eduventures, 2007

39. High School Students: College Website Activity Discrepancies
Activity Do Want
Financial Aid Estimator 24% 90%
Online Application 22% 86%
IM with Counselor 6% 70%
Campus Visit Request 25% 84%
Tuition Calculator 33% 88%
Faculty Profile 26% 69%
Student Profile 31% 63%
Forwarded Page 34% 63%
Online Survey 50% 72%
Personalize Site 39% 58%
Inquiry Form 72% 73%
Navigating Toward E-Recruitment, Noel-Levitz, Inc.

40. 99%
Join Facebook Groups Before Arriving on Campus
Amherst College IT Study, 2008

41. Graduate Students: College Website Activity Discrepancies
Activity Do Want
Financial Aid Estimator 27% 93%
Request Campus Visit 18% 80%
Completed RSVP Form 20% 77%
Emailed Current Student 13% 71%
Read Faculty Blog 16% 72%
IM with Admissions 13% 68%
Read Student Blog 19% 66%
Downloaded Podcast 6% 41%
Downloaded Video Podcast 6% 38%
Online Chat Event 11% 35%
E-Expectations: Graduate Edition, Noel-Nevitz, 2007

42. 64%
Prefer Website vs. Brochures
E-Expectations: Graduate Edition, Noel-Nevitz, 2007

43. 63%
Prefer Email vs. Direct Mail
E-Expectations: Graduate Edition, Noel-Nevitz, 2007

44. 71%
of Prospective Graduate Students use Instant Messaging
E-Expectations: Graduate Edition, Noel-Nevitz, 2007

45. Medium Choices of Teens
Pew Internet & American Life Project, Teens and Technology, July 2005
What We Use to Talk
Email to “Old People”
IM Casual Written
Conversations with
SMS Friends

46. Takeaway
Preference for Electronic Communication
Want Details on Cost and Financial Aid - EARLIER
Desire to Connect with Students and Faculty
Use “New” Communication Tools (Blog & IM)

47. Recruiting 2.0
You are no longer in control of the conversation.
who, when & how

48. Retention begins with being
authentic in recruiting.

49. So where do you start?

50. What’s your objective?
Listening
Speaking
Energizing
Supporting
Embracing

51. Are you listening?
Prospects, applicants, current students and alumni
are already talking about you online.

52. Technorati (blog search)

53. YouTube search

55. If u do 1 thing

56. 50/90%
of Non-profit Institutions Follow-up with Prospect within a Month
(90% of For-profit institutions do so)
Eduventures, 2006

57. Final Thoughts.

58. Today the most important conversation
is not the marketing monologue but
the dialogue between your audience.

59. Rethink the Budget
Distribution Print vs. Web, On-Campus vs. Off
Stop the “have to” Activities (hint: start with travel)
Avoid the many online marketing fads - calc ROI!
Focus on what WILL work - Not what ALWAYS worked
Doesn’t necessarily mean additional funding

60. Start Earlier
Brand Recognition Begins in Freshman Year
College Search Starts in Sophomore Year
Short List is Made Before Junior Year
Enhance Junior Year Recruiting Activities

61. Let go.
Remember, you’re not in control.
Remember, they don’t trust marketers.
Remember, they are talking about you anyways.
Remember, they want to figure out the truth.
Remember, their parents are talking about you too.

62. Change Now.
Differentiate or Die.
Bury the competition. Stop being nice.
Know what you do best. Outsource the rest.
Plan for the worst. Question everything.
Take charge. Lead. Do not follow.
All hands on deck.

63. Change Agents
Don’t lead change because it makes sense.
Lead change because you believe you
must get ahead of an approaching
“discontinuity” in order to survive.
Jack and Suzy Welch, BusinessWeek, October 2008

64. Brian’s Bookshelf

65. Brian’s Podcasts

66. Oh My!
Wikis, Podcasts, Blogs, etc.