2009 integrating digital tactics for ning
TRANSCRIPT
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Integrating Innovative Tactics withTraditional Yield Strategies
January 22, 2009
Eric Sickler Sabra FialaPrincipal Consultant Strategic Marketing Consultant
[email protected] [email protected]
Online Seminar Series
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www.djerassi.org
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1. Angst
2. Research says…
3. Get creative already!
4. Innovative digital tactics5.
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What yield isn’t
…the last chunk of the recruitment process
…a springtime initiative
…the responsibility of any single office or department
…the best measure of the quality of your financial aid strategy
…the definitive measure of any single variable, initiative, or department
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What yield is
• Largely a measure of the strength of your institutional brand
– Long before search begins
– Long, long, long before senior spring
• A function of relationship
– Hard data points open the door
– Softer human points define the relationship
– Tipping points (emotional) close the deal
• Bell curve
– 20% first choice; just don’t mess up
– 60% deciding (target)
– 20% you’re the back-up or safety school
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• Admit-to-enroll• Brand + Relationship • 2006 46% (NCES IPEDS)
• 2002 52% public• 2002 49% private
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• $2,895 private (NACAC 2007) • $1,002 public• Brand + Relationship• 299 apps private (NACAC 2007)
• 756 apps public
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• Yield management• Enriched prospect pool• 81% (Chronicle of Higher Ed Almanac)
• Sound yield strategy• 43% “stealth” (Princeton Review)
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Yield-related findings from 2008 TeensTALK®
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Most Helpful Information Sources
2008 StamatsTeensTALK®
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Determining “Fit”Key Emotional Indicators
2008 StamatsTeensTALK®
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Success After CollegeMost Important Predictors
2008 StamatsTeensTALK®
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• Sending letters through the mail• Sending publications through the mail• Sending a personal e-mail, written specifically for you• Sending mass, non-personalized emails• Contact through Facebook or MySpace• Contact via instant messaging• Text messages to cell phone• Phone calls• Phone calls to parent(s)• Personal home visits
Methods Tested
2008 StamatsTeensTALK®
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Funnel Stages Examined
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• Surprisingly, social networks, instant messaging, and text messaging don’t make the list
• This is cause for pause for schools who are fixated on transforming recruitment programming by making social media primary tools
Admitted StudentAcceptable Forms of Communication
2008 StamatsTeensTALK®
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Admitted StudentPreferred Forms of Communication
2008 StamatsTeensTALK®
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Admitted StudentSatisfaction With Communication
0%
20%
40%
60%
80%
100%
Too much Too little Just the right amount
2%
17%
81%
During this stage, would you say colleges have communicated with you:
2008 StamatsTeensTALK®
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Better ways to communicate during the admitted student stage: (n=85)
– More contact, contact on a regular basis (9%)
– Contact me via mail (8%)
– Provide status updates (8%)
– More specific information, more details (7%)
– Contact me via e-mail (7%)
– Good customer service, be responsive (7%)
Admitted StudentImproving Communication
2008 StamatsTeensTALK®
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QuickPoll & Questions
• Which of the following statements best describes your experience this year relative to last year?
1. Traditional undergrad applications and confirmations/deposits are generally even with last year; we anticipate yield will be very similar as well
2. Traditional undergrad applications and confirmations/deposits are up; we anticipate yield will be up as well
3. Traditional undergrad applications are up, but confirmations/deposits are down; however, we sense that students are waiting longer to make decisions and we’re hopeful
4. Traditional undergrad applications are up, but deposits are down; we don’t expect many more confirmations/deposits during the summer; yield will likely be down
5. Traditional undergrad applications are down, confirmations/deposits are down, and we’re still working like mad to generate more of both; send help
6. Our situation does not neatly fit into any of these scenarios; better luck next time
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Reasonable expectations
• Appreciate the difference between selectivity and yield
– Institutional action (admit or deny) determines selectivity
– Student choice (enroll or not) determines yield
– However, this does not mean yield is beyond influence
• Understand how your prospects balance prestige vs. practical considerations
• Track yield rates of your true competitor set (rather than an aspirant set)
– IPEDS http://nces.ed.gov/ipeds/
– U.S. News & World Report premium Web edition
– Barron’s Guide, Peterson’s Guide, The College Handbook
• To develop benchmarks, think regionally rather than nationally
– Few schools can legitimately call themselves “national”
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Standard operating [yield] procedures
• Phone calls and phonathons
– Enrolled students-to-admitted students
– Local alumni-to-admitted students (by majors, geography)
• Regional alumni- or staff-hosted receptions for admitted students
• Summer send-off programs
• Highly personalized itineraries for spring campus visitors
– Faculty, coach, and director appointments
– Information sessions or, better yet, mini-classes
– Overnighters are invariably tipping points
• Faculty (program-specific) communication
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Standard operating [yield] procedures
• Continuous updates to admission staff, student staff, tour guides about issues and items of interest to admitted students
• Student life (orientation/transition) mailing sequence
• Yield-oriented videos and DVDs
• Publications specifically addressing mid-spring to fall timetables and tasks
– Print-on-demand to address intended major and co-curriculars
• Outcomes-focused publications
• Admission staff contacts (phone, e-mail) for selected populations
– Scholars
– Fence-sitters
– Prospects for under-enrolled programs
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Standard operating [yield] procedures
• Online chat events (one for all, all for one)
• Strategic (targeted) financial aid leveraging
• Mentoring/matching programs
• Middle and high-school relations
• Others?
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Innovative, audacious,
maybe outrageous
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What’s in your digital meal?
PRECISION
COLLABORATION
EFFICIENCY
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Successful integration begins with…
• Not replacing but integrating
• Selecting tactics that make sense for your institution
• Identifying internal champions
• Creating a sustaining plan
• Benchmarking current efforts
• Identifying a “Plan B”
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Taking inventory
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E-MESSAGES
PICTURES
BLOGS
NETWORKS
FLASH & VIDEO
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Your Competitors Are Doing It
• A 2008 study by the UMass–Dartmouth Center for Marketing Research shows:– 26% Of colleges and universities are using search engines
to research potential students – 21% Are on social networks Facebook and MySpace– 61% Are using minimum of one form of social media– 33% Participate in Admissions blogging*– 55% Are very familiar with social networking
*Blog usage rate is 14% higher than Fortune 500.
• >700 institutional Facebook “pages” have been launched since December 2007
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An interesting note…
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http://www.umassd.edu/cmr/studiesresearch/blogstudy5.cfm
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Innovative…
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INN
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http://www.ess.calpoly.edu/_admiss/congratsEDmov.html
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http://www.ess.calpoly.edu/_admiss/Presidentmov.html
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http://www.ess.calpoly.edu/_admiss/winterorientationmov.html
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http://www.ess.calpoly.edu/_admiss/May1approaches.html
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http://www.ess.calpoly.edu/_admiss/vippagemov.html
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http://www.ess.calpoly.edu/_admiss/viewbook/
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A Space that Enables Participatory Culture
• Active versus passive users
• A vehicle for self-expression that engages other people
• A medium where content creates community
• A place where content belongs to everyone
• An open platform versus closed portal
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Social Networking – 5 Basic Steps
• Start with Strategy – Social networks can strengthen a yield campaign even if they play only a secondary role. Your strategy is built on several factors:
– Analyzing participation
– Developing a listening strategy
– Establishing measureable criteria
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RELATIONSHIP
RESPONSIBILITY
REPEATABILITY
AUTHENTICITY
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Social Networking – 5 Basic Steps
• Create a Powerful Network Built on User-Generated Content – No matter what the form, the key to understanding social media is to remember that content is the key to all transactions in this world.
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Social Networking – 5 Basic Steps
• Give the Network Content a Foundational Identity – Simply allowing user-generated content is not enough to turn a network into a source of power. Defining what the content will be and what form it will take is the crucial next step. Your goal is to develop networks people want to join.
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Social Networking – 5 Basic Steps
• Multiply the Network’s Power – The bulk of social media tools and technology-RSS, blogs, podcasts, video-not only facilitate conversation, their predominance has created the expectation that you will engage members on a much deeper level.
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Social Networking – 5 Basic Steps
• Measure the Network’s Power – Your number one concern will be to find out how long it will take community members to have a positive impact on your marketing goals.
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So how does this help your yield?
• Provides credibility• Distribution of talk value• Provides a meeting ground• Supports traditional marketing efforts• Lets prospective students know you’re in the game
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There are few risks…
• The famous class of 2013 incident…
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What the “Class of 2013” taught us
• Monitor the Facebook groups associated with your institution
• Take control over your “official” groups• Promote the group among prospective students• Inform your counselors of potential inaccuracies• Inform your counselors of the benefits• Reassure your audience that the group is developed to
provide a safe place to interact
To read more about this:http://squaredpeg.com/index.php/2008/12/18/facebook-pay-attention/
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http://stamats.ning.com
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I will work from a clearly defined strategy.
I will focus on people first and then technology.
I will improve my content.
I will focus on simplicity.
I will provide an experience.
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http://www.ning.com
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Rachel Reuben is the Director of Web Communication & Strategic Projects in the Office of Public Affairs at the State University of New York at New Paltz, where she has worked in various Web, public relations, and marketing capacities since 1998. She is a member of the .eduGuru blogging team at http://doteduguru.com, and is a regular speaker at conferences.
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Café New Paltz
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• Developed to support a primary strategy: to increase the academic quality of the 2009 student body
• On January 2nd invited approximately 1,400 early action accepted students to the community
• By March 1st all general accepted students will receive an invitation
• An established plan to keep content fresh
• Planned tactics will end with actionable requests to engage
Stay Informed on the Progress of Café New Paltz
http://doteduguru.com/id1717-online-community-fall09-accepted-students.html
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http://admittedlydutch.com/
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Twitter – How it’s changing…
According to Matt Herzberger,
Web Designer for Texas A&M University College of Engineering…
Twitter is not just about posts.
Twitter can be used as a customer service tool
with an established listening campaign.
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Listening CampaignIN
NO
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Google ReaderTechnorati
Google BlogsearchSummize
Link CheckerCrazy Egg
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Audacious…
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Going Mobile….
–
AU
DA
CIO
US
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Going Mobile….
EmailClasses
AssignmentsContacts
News
AU
DA
CIO
US
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http://www.hothand.com
AU
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CIO
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US
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Outrageous…
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Virtual Yield Events
OU
TR
AG
EO
US
Exhibit HallVideo Presentations
Student ChatResource Center
Show GuideStudent Lounge
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Let’s take this one step further…
OU
TR
AG
EO
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Admissions LobbyFinancial Aid
AthleticsClubs
Counselor ChatsClassroom Visits
AcademicsRoommate Postings
“Family” Room(YOUR SCHOOL) ACCEPTED STUDENT
VIRTUAL EVENT
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Don’t hold us to it, but we predict…
1. As multiple applications multiply, yield will continue to drop nationally
2. As more schools employ predictive modeling and aid leveraging, all schools must increasingly recruit students they know have a better chance of enrolling
3. The more a school deviates from enrolling its "best fit" students, the greater the retention risk for those students
• Ultimately, yield doesn’t matter if retention is broken
4. Schools that over-promise and under-deliver will not be tolerated by increasingly "sophisticated" (impatient) consumers. 40+% of 2008 NSSE participants started college elsewhere
5. Schools that are reluctant to clarify and trumpet their brands, invest in relationship-building, segment, target and support probably won’t thrive
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ObservationsRecommendationsQuestions
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Thank you!
Eric Sickler Sabra FialaPrincipal Consultant Strategic Marketing Consultant
[email protected] [email protected]
Online Seminar Series
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