student search- what to do when your target market's gone digital
DESCRIPTION
College Admissions "Version 2014"- Student prospects today are 95% digital. While traditional methods of outreach such as direct mail will still be the norm, schools can develop an integrated media approach that includes increased online and mobile communications to get the student prospects more connected and engaged. This explanation includes a checklist to help you chart the way to new approach strategies.TRANSCRIPT
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Student Search- What To Do When Your Target
Market’s Gone DigitalSee the
“7 Points Mind-Mapping”
exercise on slide 5
© 2014 Big Dog Innovations
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Think About Where Your Target Market is Spending Their Time These Days
The fact of the matter is student prospects between the ages of 16-21 invest over 90% of their
communications time in mobile and social media platforms today
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Moreover, Their Parents, Usually Between The Ages of 35 to 55 Are Cross Media Invested
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Direct Mail Is Still The Primary Launching Point, But Your Target Market Overwhelmingly Prefers Digital
Give them the option to connect with you digitally. Make the digital option, the “Call to-Action” (CTA), prominent. Once you
get them there, you can stay digitally connected AND use traditional media such as print when you need to.
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When planning new “integrated approaches” we suggest a mind-mapping exercise using these 7 buckets to stay on track-
Rewriting your approach using whiteboards- we think whiteboards are awesome for this vertical
Update and begin to formalize your present lifecycle Define your new communication opportunity roadmaps Increase message relevancy by mapping your data Structure and produce your cross media “look and feel” Define your connect and engage online interactions Build your “if-then automation” logistics to define your
trigger points
See next slides for illustrations
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“Whiteboarding” can be fun; for many schools it’s been a long time since this was last done!
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Organizing and updating admissions workflow can become a newly documented process, particularly as “cross media”
continues to infiltrate your communications lifecycles
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When planning moves towards the execution phase your cross media “if-then roadmap” may start to look like this
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When student prospect data is added to your strategy plan the resulting “segmented messaging” outcomes positions you to
dramatically impact acceptance rates & quality of student scores
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Thus, Your Outreach Program Could Look Like This…
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Initial Touch Data Version A-Scholarships Under 100 Miles
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Initial Touch Data Version B-Scholarships Over 100 Miles
(with data-driven communications you can have unlimited versions)
12
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Personalized Digital Engagement Pages With Responsive Design for Web, Tablet &
Smartphone
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With Pre-programmed 2nd & 3rd Touches for Non-
responders
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Example- 3rd Touch Non-responders
15
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Depending on student-prospect activities & responses, automated triggers can define-
Notifications for admissions officers and what their next steps should be
Drip nurture student prospects via mobile messaging- take your Look Book and put pieces of it into mobile push messaging; it’s the media format with a 99% open rate on the platforms they live on today
Drip nurture student prospects with content that most closely fits their demonstrated areas of interest
Email (or any media) follow-through parents of prospective students
Update the school’s internal database
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A Great Example of Staying Digitally Connected With Them is With Your Look Book; Build Stickiness Using Drip Messages- Use Mobile To Your Advantage
You’ll accomplish three things by doing this-1. You’ll continue to connect with them using mobile- where they live today2. You’ll show them that your school is hip- most other schools are not mobile
optimized yet3. Over time you’ll dramatically reduce the printed costs of your Look Books
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Great Data Preparation Can Let You Know Which Lists, Profiles & Approaches Worked Best, Putting You In The Cat-Bird’s Seat Next Time Your Purchase Lists
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Remember, When It comes To The Student Search Process Today…
Old tactics no longer yield the same results
You’ll still use many of the same tools- direct mail, e, website, recruiters and open houses
But, your approach plans will need to change with the times- after all your student prospects already have
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Someday, perhaps it can all be synchronized!
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Always happy to elaborate or share further…
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I’d love to know if this deck was helpful to you in any way.
Plus, what you might like to see more of, or differently…
Peter Winters 917 301-9100 [email protected]
LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/SlideShare: http://www.slideshare.net/BigDogInnovations
Cross Media Implementation Team-MSP Digital Marketingwww.mspdigital.com