In this time of tight finances, large admissions print budgets are logical areas for cost-cutting reviews. What would you do if you had no money for print materials to recruit students? Review these pages and imagine a new recruitment communications plan using current and emerging technology and based on a strong recruitment-oriented website. Imagine the impossible. In 5 to 10 years this future might be real.

1. Imagining the Impossible: Recruitment Communications in a World without Paper ©Robert E. Johnson, Ph.D. 2009 39 th Annual SUNYCAP Conference Lake Placid, NY June 10-12, 2009

4. And in 2009 in Michigan…

5. Will evolution save the Free Press?

6. 1. Technology is enabling new communication styles and information sources And people’s preferences are changing with the technology

7. The future of smart phones… Your website on a small screen

9. Your publications on e-readers… http://en.wikipedia.org/wiki/E-book_device#Specialized_devices

11. Can we feel the wind blowing? A steady breeze or a hurricane?

12. What are high school students saying? 2007 Noel Levitz “E-Expectations Class of 2007” Prefer web for information… 57% Prefer print for information… 43%

13. Parents… 80% say… “ The E-Expectations of the Parents of College-Bound Students” Noel-Levitz “ I prefer to go to the Web site for information, but if it is a school I really like, I’m willing to call them or read brochures to get answers to my questions.”

14. 2. Social media compels reality marketing Less impact for view books from Lake Wobegon

16. Students tell faculty stories… University at Albany

17. The good and the ugly on YouTube… University at Albany

18. Facebook… People will talk about you SUNY New Paltz

19. Today’s communication environment… More students prefer online communication… Print consumes more resources than online… More students stay in “stealth” mode longer…

20. How can an online communication plan reduce stealth applicants? Create benefits for those who hide… “ If you identify yourself, we will do something special for you…”

21. 3. Meeting today’s challenge from the start… How to communicate online during a recruitment cycle as long as 3 years… How to convert people from stealth mode to known inquiries

24. A strong, immediate brand impact… http://www.uconn.edu/

25. Easy to scan for brand message… http://www.smith.edu/about_howsmithfeels.php

29. Words and content that engage visitors… http://www.kenan-flagler.unc.edu/programs/emba/index.cfm

30. FAQs in video… http://admissions.richmond.edu/faq/

31. Campus tours to introduce your students… http://www.mtholyoke.edu/cic/tour/

32. Establish credibility… http://www.muhlenberg.edu/admissions/aid.html

33. Integrate website and social networks… http://www.phoenix.edu/students/online_communities.html

34. 4. Getting an online inquiry… Give a reason to reveal identity… And make it easy to become an online inquiry to get the benefit

35. Estimates for net costs… http://www.financialaid.utoledo.edu/estimator/

36. Tips to help acceptance chances… http://apps.carleton.edu/admissions/apply/essay_tips/

37. Add a quarterly online magazine… http://www.alumnae.mtholyoke.edu/blogs/blog/mount-holyoke-alumnae-quarterly

38. Priority scholarship review status… http://www.drew.edu/cla/admissions.aspx?id=24689#

39. Short inquiry form to encourage action… http://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.html

40. 5. After an online inquiry… Regular contact is critical… At least once a month

41. Offer a viewbook in online format… http://www.risd.edu/undergraduate/Default.aspx

42. Consistent, frequent email contact… May 2006………………………December 2007

43. 6. Final conversion steps… Personal IM & text contacts… Telephone contact… Special website features

45. Online enrollment deposit… http://www.admissions.umich.edu/admitted/edr.php

46. Orientation info for students & parents… http://www.sxu.edu/focus/default.asp.... http://www.sxu.edu/focus/parents.asp

47. Selecting a roommate online… Rutgers University

48. The summary…

50. Useful sources of information…

53. Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC 248.766.6425 [email_address] http://twitter.com/HighEdMarketing Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html