9. GI Generation (’01-’24)
Silent Generation (’25-’42)
Baby-Boomers (’43-’60)
Generation X (’61-’81)
Millennials (’82-’00)
Homeland or iGen
(2000-current)
10. Boomer Parents GenX Parents
Born in 1982
Graduate
College
High School
Elementary School
“New Silent Generation”
11. Questions We’re Asking
Have you actively engaged parents?
Have you promoted the ROI?
Are graduate & continuing studies ready?
13. “Loan crisis goes to college.”
CNN Money.com, May 2010
“College loans are the new subprime crisis”
New York Times, June 2010
“Credit crisis hits student borrowers.”
The Boston Globe, April 2009
17. Meeting Operating Expenses
The Common Fund Freezes
Paying Off or Pausing Capital Improvements
Increased Discount Rate
Largest Increase from Employee Benefits
Frozen or Cut Professional Development Expenses
Staff Reduction
18. Questions We’re Asking
Will students go to school closer to home?
Will they “go away” to college?
How will you encourage them to visit?
How is your financial aid strategy adjusting?
Are you prepared to answer cost questions earlier?
How well trained are your recruiters on aid?
19. Questions We’re Asking
Are you in Growth or Retreat Mode?
What is your college/you doing to cut costs?
Will your recruiting staff travel less?
23. Traditional Recruiting
Undergraduate Recruiting in Junior Year
Direct Mail Search Campaigns
Letter Series-Based Communication Plans
Viewbooks, Roadpieces, Department Brochures
Large Open Houses, Info Sessions and Group Tours
High School/Company Visits & College/Graduate Fairs
25. 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
26. Medium Choices of Teens
Pew Internet & American Life Project, Teens and Technology, July 2005
What We Use to Talk
Email to “Old People”
IM Casual Written
Conversations with
SMS Friends
38. >45%
First Point of Contact was the Admissions Application
Informal TargetX Survey of Undergraduate Admissions Clients & Noel-Levitz E-Recruiting Practices Report, April 2010
42. High School Students: College Website Activity Discrepancies
Activity Do Want
Financial Aid Estimator 24% 90%
Online Application 22% 86%
IM with Counselor 6% 70%
Campus Visit Request 25% 84%
Tuition Calculator 33% 88%
Faculty Profile 26% 69%
Student Profile 31% 63%
Forwarded Page 34% 63%
Online Survey 50% 72%
Personalize Site 39% 58%
Inquiry Form 72% 73%
Navigating Toward E-Recruitment, Noel-Levitz, Inc.
43. Takeaway
Preference for Electronic Communication
Want Details on Cost and Financial Aid
Desire to Connect with Students and Faculty
Use “New” Communication Tools (Blog & IM)
47. Quality.
No Longer Differentiates
Difficult to Define in Higher Education
48. Everyone Looks the Same
Colleges not being true to themselves (inauthentic)
A “me-too” product development philosophy
Leadership not providing clear vision
61. I just wasn't happy with NYU, Spradlin says as she sits in a
coffee shop after a morning of classes. Despite the fact that
they don't have a campus, they said “we make up for it;
we're still a community; you see students all the time.”
And I really didn't get that.
I'd go out on the weekends, and I'd be with 30-year-old
men at the bars that knew college girls were going to be
there and stuff, and it just wasn't very appealing.
Miranda Spradlin, NYU Student
62. Suggestions
Power yourself with data & research
Talk to students - they’ll tell you
Trust your gut instinct
Calculate the ROI (when possible)
Ignore your competition - be who you are
64. “Don’t Flirt With Me”
Study done for SACAC 2008 Presentation
Traditional Age College Bound Seniors
“Textbook” Millennials
View complete survey
http://www.surveymonkey.com/sr.aspx?sm=Ch5WwvVEeaFp6_2b4urrcwWX3lBqPchoZ_2bCOVpZfQXtWU_3d
Password: SACAC
65. “Most colleges gave too
much of a glossy image of
themselves. The end result
is that they all come to look
inherently the same.”
81. "Right now, your customers are writing about your
products on blogs and recutting your
commercials on YouTube.
They're defining you on Wikipedia and ganging up on
you in social networking sites like Facebook.
These are all elements of a social phenomenon -- the
groundswell -- that has created a permanent, long-
lasting shift in the way the world works.
Most companies see it as a threat.
You can see it as an opportunity."
84. Facebook Will Rule the Web
“So, yes, Facebook is slowly devouring the web. And while
the social network has plenty of critics and it runs into the
occasional privacy concerns, it will dominate. In fact, I see
it becoming the No. 1 website in the world in less than
three years.
What does this mean? Websites will become less important
over time. They will be primarily transactional and/or
utilitarian. Brands will shift more of their dollars and
resources to creating a robust presence where people
already are and figure out how to use them to build
relationships. Media companies will do the same -- they
will be increasingly "headless”.
Get ready for a new web. It's big, it's blue, and it's social.”
Read the Ad Age Article
87. “In the era of social media, people use
technologies to get what they need from each
other, not traditional institutions.”
Groundswell: Winning in a World Transformed by Social Technologies , 2008, Harvard UP
Charlene Li & Josh Bernoff
89. “Social media describes the online
technologies and practices that people use to
share content, opinions, insights, experiences,
perspectives and media themselves.”
From Wikipedia, the free encyclopedia
93. Today the most important conversation
is not the marketing monologue but
the dialogue between your audience.
94. Rethink the Budget
Distribution Print vs. Web, On-Campus vs. Off
Stop the “have to” Activities (hint: start with travel)
Avoid the many online marketing fads - calc ROI!
Focus on what WILL work - Not what ALWAYS worked
Doesn’t necessarily mean additional funding
95. Start Earlier
Brand Recognition Begins in Freshman Year
College Search Starts in Sophomore Year
Short List is Made Before Junior Year
Enhance Junior Year Recruiting Activities
96. 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.
97. Change Now.
Differentiate or Die.
Bury the competition. Stop being nice.
Know what you do best. Outsource the rest.
Plan for the worst. Question everything.
Take charge. Lead. Do not follow.
All hands on deck.
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
100. Want More? Read Our Blogs:
TargetX Blog at www.targetx.com/ithink/
101. Free on Friday Webcasts
Free On Friday Webcasts Watch Past Webcasts
102. Download Session PDF
#1 Go to www.targetx.com
click iThink Blog
click Slide Presentations
#2 Go to www.slideshare.net/targetx
#3 Look for email with link
103. Recruitment -
Shrinking Resources -
Changing Recruitment Strategies, Increased
Efficiency for Greater Enrollment Results
NAADA 2010
Jeff Kallay, VP Consulting, “Apostle of Authenticity”
