8. GI Generation (84-107)
Silent Generation (66-83)
Baby-Boomers (48-65)
Generation X (27-47)
Millennials (5-26)
New Silent Generation (0-4)
9. Traditional Recruiting
Direct Mail Search Campaigns
Letter Series-Based Communication Plans
Viewbooks, Roadpieces, Program Brochures
Outdoor Advertising, Newspaper Ads, Radio Spots
Large Open Houses, Info Sessions and Group Tours
Company Visits & College/Graduate Fairs
10. My Favorite Excuses
“I need a nicer brochure.”
“Let’s put an ad in the paper.”
“Email doesn’t work anymore.”
14. Sharing & Connecting
Web 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
15. Think this way:
1.0 = passive
2.0 = active
The web is more like a conversation
than a library.
16. Top 10 Web Sites Ages 17-25
Youth Trends and eMarketer.com, October 2006
Females Males
Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
17. Generational Online Activity Differences
100
75
50
25
0
12-17 18-28 29-40 41-50 51-59 60-69 70+
Send Email Instant Message Research a School Text Message Read Blogs
Pew Internet and American Life, 2005
18. 100%
Adults with a
Social Networking
80%
Profile
Pew Internet and American Life, January 2009
60%
40%
20%
18-24 25-34 35-44 45-54 55-64 65 and Older
29. Quality.
No Longer Differentiates
Difficult to Define in Higher Education
30. Everyone Looks the Same
Colleges not being true to themselves (inauthentic)
A “me-too” product development philosophy
Leadership not providing clear vision
31. Commodity
anything for which there is demand, but which is supplied
without qualitative differentiation across a market
44. 63%
Prefer Email vs. Direct Mail
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
45. 71%
of Prospective Graduate Students use Instant Messaging
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
46. Medium Choices of Teens
Pew Internet & American Life Project, Teens and Technology, July 2005
What We Use to Talk
Email to “Old People”
Casual Written
IM Conversations with
SMS Friends
47. Takeaway
Preference for Electronic Communication
Want Details on Cost and Financial Aid - EARLIER
Desire to Connect with Students and Faculty
Use “New” Communication Tools (Blog & IM)
64. Instant Messaging
Real-time text-based communication
Can now also be audio or video conversations
65. Benefits
Compared to Email ... it’s realtime (synchronous)
Compared to the Phone ... it’s text only
Compared to a Letter ... it’s very short
Compared to In-Person ... location doesn’t matter
66. Excuse
“If I turn on my IM client and give my screen
name out to others, I’m just going to be
interrupted all day.”
68. Personal Tips
Get an AIM Screen Name (aim.com)
Download the AIM application (it’s free)
Get screen names of friends, family, colleagues
Start an IM chat to learn the system
Learn acronyms (imacronyms.com)
69. Professional Tips
Make it an available option
It’s an Opportunity, not a Disruption
Use away message (include email address)
Promote screen name (bcards, website, etc.)
70. Blogs
Online site where an individual posts regular entries on
a topic and where readers may comment on entries.
71. Benefits
Great example of story-telling possibilities
Low-cost means of distributing thoughts and ideas
Web-based - no software to install
72. Personal Tips
Start your own blog! A personal topic of interest
Go to blogger.com to create a free blog account
Start posting entries that interest you
Doesn’t matter how long or how short
Submit it to Technorati.com to be indexed
73. Professional Tips
Great way to tell stories (not stats)
Get students to tell their stories about your program
Integrate it into your publications
Promote it on your website
Keep posts reasonably short (don’t ramble)
74.
75.
76. Facebook
The most popular social networking site
and 5th most popular site on the Internet.
77. Benefits
Display your interests, opinions, thoughts
Network and connect with friends and colleagues
Share links, photos, videos, ideas, etc.
Connect with people of similar interests
78. Personal Tips
Get a free Facebook account (facebook.com)
Post as much personal information you want
Look for friends and colleagues to “friend”
Add “applications” to enhance Facebook
Join groups with interests you share
79. Professional Tips
Create a “Page” for your program (information)
Create a “Group” for your program (connecting)
Invite prospective students to join the group
Start with an admitted student’s group
Don’t control - invite & participate!
83. Benefits
Free, quick, easy.
Limited to only 140 characters per post
Networking by “following” others and being followed
84. Personal Tips
Create a free Twitter account
Use your name (twitter.com)
“Follow” others that interest you
Post items or links that interest you
Connect to Facebook status with application
85.
86. Professional Tips
Create a Twitter account for your program
Post news, events and program status items
Invite prospective & current students to follow
Post as often as you can - won’t be intrusive
96. Today the most important conversation
is not the marketing monologue but
the dialogue between your audience.
97. Let go.
Remember, you’re not in control.
Remember, they don’t trust marketers.
Remember, they are talking about you anyways.
Remember, they want to figure out the truth.
Remember, their parents are talking about you too.
98. Change Agents
Don’t lead change because it makes sense.
Lead change because you believe you
must get ahead of an approaching
“discontinuity” in order to survive.
Jack and Suzy Welch, BusinessWeek, October 2008