Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Long before you target prospective students, they’re forming opinions, narrowing options, and determining costs… without talking to you. They’re hearing other voices—and what those voices say may surprise you. Today, organizations like Peterson’s, Sallie Mae, and College Confidential help students vet schools and determine budgets, conversations previous generations had with guidance counselors and college recruiters. Discover how publishers and financial institutions are earning trust through new choices in content types, calls to action, and partner investments. As higher education draws scrutiny for cost and relevance, it’s time to learn from adjacent industries and reframe the conversation from your own institution. Learn how students gain confidence in their choices as they navigate the application and aid processes. Discover what prospects look for when determining what resources deserve their time, attention, and trust. Uncover how partners can strengthen your brand in the topics students value—especially when they don’t want to hear about those topics from you. Presented at Confab Higher Ed 2016, #ConfabEDU, in Philadelphia November 15, 2016.
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Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
- 1. BEHIND YOUR BACK: HOW OTHER INDUSTRIES TALK ABOUT HIGHER ED Confab Higher Ed #ConfabEDU November 15, 2016 Margot Bloomstein @mbloomstein
- 2. “Is college even still a smart investment?” (cc) Jamin Gray @mbloomstein | #ConfabEDU
- 3. “Is college even still a smart investment?” “My friend said he held off on the FAFSA” @mbloomstein | #ConfabEDU
- 4. “Is college even still a smart investment?” “My friend said he held off on the FAFSA” “Did I focus on one sport too soon?” @mbloomstein | #ConfabEDU
- 5. Questioning the value Looking to other resources Losing focus to other anxieties @mbloomstein | #ConfabEDU
- 6. You’re not alone. @mbloomstein | #ConfabEDU
- 7. Let’s bring some solutions into the light that meet those challenges through content strategy. @mbloomstein | #ConfabEDU
- 9. Other colleges Financial advisors 401k information State 529 plans Rankings editors Politicians Neighbors Media Friends Parents Counselors
- 11. Other colleges Financial advisors 401k information State 529 plans Rankings editors Politicians Neighbors Media Friends Parents Counselors Prospective students Current students Professional groups Company recruiters Local neighbors Faculty & staff Parents Alumni Media Government Prospective faculty
- 12. Other colleges Financial advisors 401k information State 529 plans Rankings editors Politicians Neighbors Media Friends Parents Counselors Prospective students Current students Professional groups Company recruiters Local neighbors Faculty & staff Parents Alumni Media Government Prospective faculty timing finances “fit”
- 14. They drive the decisions of your audiences
- 21. Other colleges Financial advisors 401k information State 529 plans Rankings editors Politicians Neighbors Media Friends Parents Counselors Prospective students Current students Professional groups Company recruiters Local neighbors Faculty & staff Parents Alumni Media Government Prospective faculty value
- 23. Timely and relevant: “How America Saves”
- 25. Depth:
- 34. Blog excerpts: http://amomstake.com and http://sayyes.com
- 45. “Let’s get you here” not just “see yourself here” @mbloomstein | #ConfabEDU
- 46. vs.
- 47. vs. EVERYTHING YOU HAVE TO DO
- 48. versus
- 49. “Okay, here’s what to do next, and you don’t have much more before you’re done.”
- 58. Margot Bloomstein @mbloomstein margot@appropriateinc.com Books: http://amzn.to/CSatWork BrandSort: http://cards.appropriateinc.com Talks: http://slideshare.net/mbloomstein