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Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011

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Higher education marketing for student recruitment continues to face new challenges and opportunities in 2011, from a need for simpler web design to QR codes to text messaging. Review includes examples from colleges and universities.

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Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011

  1. 1. Mobile Marketing & Student Recruitment: What’s Hot & What’s Not in 2011 ©Robert E. Johnson, Ph.D. 2011 ACT Enrollment Planners Conference July 20-22 , 2011 Chicago, IL Bob Johnson Consulting, LLC
  2. 2. Part I: Overview for 2011… and onward Bob Johnson Consulting, LLC
  3. 3. Key Strategy Issue: <ul><li>Why should I put scarce resources into mobile marketing? </li></ul>Bob Johnson Consulting, LLC
  4. 4. Peril & potential in the answer… <ul><li>Website experience shapes brand perception… </li></ul>Bob Johnson Consulting, LLC
  5. 5. Growing expectation… <ul><li>A “mobile friendly” web presence </li></ul>Bob Johnson Consulting, LLC
  6. 6. Major reason people go to any website… <ul><li>Complete a task </li></ul>Bob Johnson Consulting, LLC
  7. 7. Top task challenges for recruitment… <ul><li>Find academic program list </li></ul><ul><li>Get net cost information </li></ul><ul><li>Register for a campus visit </li></ul><ul><li>Inquire about enrollment </li></ul><ul><li>Check application status </li></ul><ul><li>Get to campus </li></ul><ul><li>Apply online? </li></ul>Bob Johnson Consulting, LLC
  8. 8. Mobile App vs. Mobile Website <ul><li>Mobile App </li></ul><ul><ul><li>Different apps for different devices </li></ul></ul><ul><ul><li>How will people find your app? </li></ul></ul><ul><ul><li>Not easy to update </li></ul></ul><ul><ul><li>Higher performance possible/Easier use </li></ul></ul><ul><li>Mobile Website </li></ul><ul><ul><li>Access from any mobile device </li></ul></ul><ul><ul><li>Can find using “search” </li></ul></ul><ul><ul><li>Easy to update </li></ul></ul><ul><ul><li>Will perform as well as you build it/Not great right now </li></ul></ul>Bob Johnson Consulting, LLC
  9. 9. If you’re thinking about an app… Bob Johnson Consulting, LLC
  10. 10. Main mobile challenges… Jakob Nielsen at http://bit.ly/iqAv8 <ul><li>4 major problems </li></ul><ul><ul><li>Small screens </li></ul></ul><ul><ul><li>Awkward input </li></ul></ul><ul><ul><li>Slow downloads </li></ul></ul><ul><ul><li>Poor design for mobile </li></ul></ul><ul><li>Impact on task completion </li></ul><ul><ul><li>80% success on regular websites from a PC </li></ul></ul><ul><ul><li>59% success from a mobile phone </li></ul></ul>Bob Johnson Consulting, LLC
  11. 11. Meet challenges and success grows… <ul><li>Task success was higher at sites designed for mobile access… </li></ul><ul><ul><li>64% task completion at “sites for mobile” </li></ul></ul><ul><ul><li>53% task completion at regular websites </li></ul></ul><ul><li>Larger screen = more success </li></ul><ul><ul><li>Regular cell phones… 38% success </li></ul></ul><ul><ul><li>Regular smartphones… 55% success </li></ul></ul><ul><ul><li>Touch screen phones… 75% success ◄ </li></ul></ul>Bob Johnson Consulting, LLC
  12. 12. Pew Internet on smartphones in 2011… http://pewinternet.org/Reports/2011/Smartphones.aspx <ul><li>35% of people 18+ have smartphones </li></ul><ul><li>25% of smartphone owners go online “mostly” with the phone </li></ul><ul><li>Highest smartphone ownership… </li></ul><ul><ul><li>Higher income (59% if $75+ family income) </li></ul></ul><ul><ul><li>More educated (48% with college degree) </li></ul></ul><ul><ul><li>Non-whites (44%) </li></ul></ul><ul><ul><li>Under age 45 (58% between 25 – 34 years) </li></ul></ul>Bob Johnson Consulting, LLC
  13. 13. Part II: Designing for mobile… Bob Johnson Consulting, LLC
  14. 14. The Golden Rule remains… <ul><li>5 seconds to connect </li></ul>Bob Johnson Consulting, LLC
  15. 15. 3 approaches to a mobile site… http://bit.ly/nMPJSk <ul><li>Tweak your present website </li></ul><ul><ul><li>Automatic basic adjustments through a CSS </li></ul></ul><ul><li>Adaptive layout </li></ul><ul><ul><li>Changes your images and layout on your “traditional” site to fit a mobile screen </li></ul></ul><ul><ul><li>Works best if designed from the start to adapt </li></ul></ul><ul><li>Dedicated mobile website </li></ul><ul><ul><li>Most expensive solution </li></ul></ul><ul><ul><li>Best experience for visitors </li></ul></ul>Bob Johnson Consulting, LLC
  16. 16. Build a new site version for mobile? <ul><li>“ Mobilize, don’t miniaturize”… anon. ◄ </li></ul><ul><ul><li>“ Generally speaking the mobile context is so different from the desktop one it deserves direct consideration vs. just mangling down a full-size site.” </li></ul></ul><ul><ul><ul><li>Drew Stevenson, University of Minnesota, 2010 </li></ul></ul></ul><ul><li>Mobile web best practices from W3C </li></ul><ul><ul><li>http://www.w3.org/TR/mobile-bp/ </li></ul></ul>Bob Johnson Consulting, LLC
  17. 17. Basic design rule for mobile… <ul><li>Keep things simple… </li></ul>Bob Johnson Consulting, LLC
  18. 18. Beware the iPhone trap… <ul><li>iPhone can display your traditional web pages </li></ul><ul><li>But in a size that nobody can read without finger flicking </li></ul><ul><li>Goal: no finger flicking </li></ul>Bob Johnson Consulting, LLC
  19. 19. Keep graphics small & relevant… <ul><li>No room (or need) on mobile pages for graphics not directly related to the content </li></ul><ul><li>Make sure key content areas are immediately visible </li></ul>Bob Johnson Consulting, LLC
  20. 20. Long links = easier mobile navigation… <ul><li>3 to 5 word links are easier to touch </li></ul><ul><li>Avoid one word links </li></ul><ul><ul><li>And especially a series of one word links one after another </li></ul></ul>Bob Johnson Consulting, LLC
  21. 21. The NY Times goal for mobile… “ The Internet should work like it does on PC screens.” Bob Johnson Consulting, LLC
  22. 22. Can we meet this challenge? <ul><li>“ As you go to site XYZ it will automatically create a single-column, mobile-friendly view that has navigation scaled to produce videos or slideshows so users won’t have to pinch or scan or scroll or download an app for everything.” </li></ul><ul><ul><li>Robert Z. Samuels, director of mobile product development, New York Times </li></ul></ul>Bob Johnson Consulting, LLC
  23. 23. The NY Times on mobile… Bob Johnson Consulting, LLC
  24. 24. Part III: Mobile Marketing in Higher Education Bob Johnson Consulting, LLC
  25. 25. 1. Direct marketing focus… Inquiries from mobile at Kettering University Bob Johnson Consulting, LLC
  26. 26. The first image… while it loads Bob Johnson Consulting, LLC
  27. 27. At the site… who fits at Kettering Bob Johnson Consulting, LLC
  28. 28. Very simple enrollment inquiry… Bob Johnson Consulting, LLC
  29. 29. Immediate email response… Bob Johnson Consulting, LLC
  30. 30. Email links to admissions entry page… http://www.kettering.edu/futurestudents/ Bob Johnson Consulting, LLC
  31. 31. 2. Task oriented home page design… Focus on internal & external users is a special challenge… Bob Johnson Consulting, LLC
  32. 32. A task-oriented home page… Bob Johnson Consulting, LLC
  33. 33. No “finger flicking” here… Bob Johnson Consulting, LLC
  34. 34. Easy to scan academic majors… Bob Johnson Consulting, LLC
  35. 35. Clean, simple program page… Bob Johnson Consulting, LLC
  36. 36. 3. Text messaging option Find high interest inquiries early in the recruitment cycle…… St. Mary’s University, TX Bob Johnson Consulting, LLC
  37. 37. High interest students: 2010… <ul><li>% of inquiries opting for text updates… </li></ul><ul><ul><li>3.9% (1,416 of 35,606) </li></ul></ul><ul><li>% of applicants opting for text updates… </li></ul><ul><ul><li>30.6% (1,140 of 3,720) </li></ul></ul><ul><li>% of deposits opting for text updates… </li></ul><ul><ul><li>46.5% (269 of 578) </li></ul></ul>Bob Johnson Consulting, LLC
  38. 38. High interest students: 2011… <ul><li>% of inquiries opting for text updates… </li></ul><ul><ul><li>4.8% (1,923 of 40,246) </li></ul></ul><ul><li>% of applicants opting for text updates… </li></ul><ul><ul><li>13.5% (593 of 4,387) </li></ul></ul><ul><li>% of deposits opting for text updates… </li></ul><ul><ul><li>55.6% (385 of 692) </li></ul></ul>Bob Johnson Consulting, LLC
  39. 39. Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit, 2010
  40. 40. Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit, 2011
  41. 41. Ongoing contact to increase conversion… Text messaging each month as the recruitment cycle unfolds… Bob Johnson Consulting, LLC
  42. 42. Key: Build internal opt-in database… http://www.stmarytx.edu/admission/?go=mobileupdates Bob Johnson Consulting, LLC
  43. 43. Not yet applied for admission… <ul><li>“ Be early, catch the worm. Submit ur admission application by Jan 15 for priority consideration. Get info at www.stmarytx.edu/admission.” </li></ul>Bob Johnson Consulting, LLC
  44. 44. Join our online community… <ul><li>“ Cre8 a profile on the St Marys online community at www.BeARattler.com by Feb 1 to be entered to get ur $200 enrollment deposit waived!” </li></ul>Bob Johnson Consulting, LLC
  45. 45. FAFSA priority deadline… <ul><li>“ This is last weekend 2 finish priority FAFSA. Go 2 www.fafsa.ed.gov to submit b4 Mon Feb 15 to make sure we get results in time. StMary code is 003623” </li></ul>Bob Johnson Consulting, LLC
  46. 46. Merit scholarship award… <ul><li>“ Bob, UR hard work has paid off! Congrats on getting a merit scholarship! Learn more about financial aid at www.stmarytx.edu/finaid.” </li></ul>Bob Johnson Consulting, LLC
  47. 47. Register for Orientation… <ul><li>“ Bob, R u ready 4 Orientation? Sign-up is now open. Go to https://gateway.stmarytx.edu. We R lookin 4ward to seeing u on campus!” </li></ul>Bob Johnson Consulting, LLC
  48. 48. Other message samples… <ul><li>“ Come visit during ur holiday break! Weekday tours and visits available through Dec 22. Call 800-367-7868 or email uadm@stmarytx.edu 2 schedule.” </li></ul><ul><li>“ Happy 2010! May U have 12 months of happiness, 52 wks of fun, 365 days of laughter, 8760 hrs of luck, 525600 mins of joy, 31536000 seconds of success.” </li></ul>Bob Johnson Consulting, LLC
  49. 49. 4. QR Codes Using in print advertising… A place in view books, printed recruitment pieces, college fair exhibits Bob Johnson Consulting, LLC
  50. 50. QR code caveats… <ul><li>Most people do not have QR code readers on their smartphones </li></ul><ul><ul><li>Give them a URL to download a reader </li></ul></ul><ul><ul><li>http://bako.do/ </li></ul></ul><ul><li>Don’t use them where people can’t use their phones </li></ul><ul><ul><li>Subways </li></ul></ul><ul><ul><li>Airplane magazines? </li></ul></ul>Bob Johnson Consulting, LLC
  51. 51. How people use QR codes… http://bit.ly/lpcggL <ul><li>In February, 2011… </li></ul><ul><ul><li>Get coupons…………… 53% </li></ul></ul><ul><ul><li>Access more information… 52% </li></ul></ul><ul><ul><li>Sign up for more info……. 26% </li></ul></ul><ul><ul><li>Access video….. 24% </li></ul></ul><ul><ul><li>Access social media site… 23% </li></ul></ul>Bob Johnson Consulting, LLC
  52. 52. If you use QR codes… Essential to create a mobile friendly landing page for quick scan… 2 Sky magazine May 2011 examples Bob Johnson Consulting, LLC
  53. 53. Not-so-good landing page… Bob Johnson Consulting, LLC
  54. 54. Mobile friendly landing page… Bob Johnson Consulting, LLC
  55. 55. Get started here… http://en.wikipedia.org/wiki/QR_cod e Bob Johnson Consulting, LLC
  56. 56. Experiment at places like this… http://www.qrstuff.com/ Bob Johnson Consulting, LLC
  57. 57. Part IV: Future Mobile Marketing Perils Legal & Technical Bob Johnson Consulting, LLC
  58. 58. Continuing provider challenges… <ul><li>Multiple providers build “walled gardens”… </li></ul><ul><ul><li>Apple </li></ul></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Blackberry </li></ul></ul><ul><ul><li>Microsoft </li></ul></ul><ul><li>Multiple standards for ads, apps, displays </li></ul><ul><ul><li>More cost to implement mobile program </li></ul></ul>Bob Johnson Consulting, LLC
  59. 59. Legal challenges… <ul><li>Must have consent for SMS messages </li></ul><ul><ul><li>Even if someone has already signed for email </li></ul></ul><ul><li>Visible “small print” cost disclosures </li></ul><ul><ul><li>Verizon agreed to 12 pt. font settlement </li></ul></ul><ul><li>Likely: easy to find, understand “stop sending” option </li></ul>Bob Johnson Consulting, LLC
  60. 60. Technical challenges… <ul><li>Usability… </li></ul><ul><ul><li>Visitor experience will determine success </li></ul></ul><ul><ul><li>NY Times is right… “easy as access from a PC” is the goal </li></ul></ul><ul><ul><li>We are not there yet </li></ul></ul><ul><ul><li>But we are moving in that direction </li></ul></ul><ul><ul><li>Nielsen smartphone research is encouraging </li></ul></ul>Bob Johnson Consulting, LLC
  61. 61. Management challenges… <ul><li>Content… </li></ul><ul><ul><li>Content is added to websites, seldom removed </li></ul></ul><ul><ul><li>Most web content is irrelevant to most people </li></ul></ul><ul><ul><li>Silly to make all “traditional” website content “mobile friendly”… no resources for that </li></ul></ul><ul><ul><li>But what content to leave behind? </li></ul></ul><ul><ul><li>Will that decision hinder mobile-friendly websites? </li></ul></ul>Bob Johnson Consulting, LLC
  62. 62. Video challenges… <ul><li>Might be an important element, but… </li></ul><ul><ul><li>Data plane expense might limit use past “early adopters” </li></ul></ul><ul><ul><li>Video done for regular websites may not play well on smartphones </li></ul></ul><ul><ul><li>Video users will demand rapid play </li></ul></ul>Bob Johnson Consulting, LLC
  63. 63. Part IV: Sources of Information to Follow Bob Johnson Consulting, LLC
  64. 64. Mobile Marketing Association… http://mmaglobal.com/policies Bob Johnson Consulting, LLC
  65. 65. Mobile Marketer… http://www.mobilemarketer.com/ Bob Johnson Consulting, LLC
  66. 66. Jakob Nielsen Usability Report… http://www.nngroup.com/reports/mobile/ Bob Johnson Consulting, LLC
  67. 67. Bob Johnson’s marketing blog… http://www.bobjohnsonblog.com/mobile-marketing/ Bob Johnson Consulting, LLC
  68. 68. Mongoose Research… http://www.mongooseresearch.com/ Bob Johnson Consulting, LLC
  69. 69. Mobile in Higher Ed blog… http://www.dmolsen.com/mobile-in-higher-ed/ Bob Johnson Consulting, LLC
  70. 70. MIT Open Source code for mobile… http://sourceforge.net/projects/mitmobileweb/ Bob Johnson Consulting, LLC
  71. 71. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC