future trends in higher education marketing

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FUTURE TRENDS IN HIGHER EDUCATION MARKETING

©ROBERT E. JOHNSON, PH.D. 2014

Building a Strategic Recruitment Communications PlanAcademic Impressions

Orange County, CAJune 25-27, 2014

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Will marketing like this disappear?http://monstersuniversity.com/edu/

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WHAT’S LIKELY TO CHANGE…

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“BIG DATA”…We will actually learn to use it.Especially in “search” activities.Shrink the scope of “outbound marketing.”

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INBOUND MARKETING…SEO, blogs, social media and more.Fewer, more interested prospects.Still a need to connect and convert.

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PERSONAL VIDEO STORIES…Realistic student story telling replaces PR and “marketing speak” content.

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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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MOBILE APPS…Sophisticated marketing programs will continue to build specialized apps for an optimum online experience.

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SPECIALIZATION…“Department store” universities will shrink.It is easier to market a specialization than a commodity.

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WHAT’S LIKELY TO STAY THE SAME…

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PERSONAL CONTACT…Selling an expensive product benefits from personal contact via telephone, email, text and in-person meetings.

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CAN’T PREDICT…

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MARKETING AS PROMOTION ONLY…Can anyone drive this away?• “Academic excellence” & “Caring faculty”We can only hope.

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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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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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TUITION DISCOUNTING…Will it end or shrink in private sector?Will it spread even more in the public sector?

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RESOURCES TO EXPLORE…

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Change in 10 years…http://www.evolllution.com/opinions/ways-higher-education-marketing-change-10-years/

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Digital and social media trends…http://thefutureindex.wordpress.com/2013/10/29/7-digital-social-trends-for-higher-education-marketing/

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Inbound marketing w/ HubSpot…http://www.hubspot.com/inbound-marketing

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Marketing automation…http://www.hubspot.com/marketing-automation-information

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How much will programs shrink?http://collegeof2020.com/ (21 April 2014)

THANK YOU!Bob Johnson, Ph.D. (248.766.6425)bob@bobjohnsonconsulting.comwww.bobjohnsonconsulting.com

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