how to recruit students using new media outlets
DESCRIPTION
Video: http://www.ustream.tv/recorded/1448386 A presentation from MACAC 2009 in Grand Rapids, MI on recruiting students using new media.TRANSCRIPT
How to Recruit Students using New Media OutletsANDREW MEYERS - HOPE COLLEGEBRAD J WARD - BLUEFUEGO
Twitter Hashtag: #macac
Evolution of Communication
Communication changes.
The medium changes.
The recruitment game has changed.
traditional recruitment 1980s until now
1980spaper applicationstelephonebrochures/lettersmagazine adstelevision presence (athletics)VHS Promo Tapes
1990spaper applicationstelephonebrochures/lettersmagazine adstelevision presence (athletics)Posters
(more of the same)
early 2000sonline applicationprimitive email communicationonline advertisingPromo DVDs
mid 2000sonline applicationemail communication (HTML)online advertising (banner ads, Google Adsense)
a major shift2004-2009
2004HTML email campaigns more plausibleonline application takes holdFlickr launches
2005online application continues to growYouTube launches
2006Google Apps for Education introducedTwitter launches
2007Facebook Pages become availableiTunes U launchesZinch launches
2008email campaigns growonline application takes holdschools begin to experiment with new media
2009online application becomes standardtwitter explodes in popularityfacebook becomes #1youtube EDU launches
changes to Butler 2007 to present
where I came in
new position: electronic communication coordinator
search process: outsourced
website: go.butler.edu/cs
monitor/participate in all social media
email marketing, usability testing, trends/research, data analysis
changes to Hope 2006 to present
where I came in
email campaign: header image, text
online application: outsourced
website: hope.edu/admissions
online presence: petersons, et al
webmail: outsourced
traditional buy-in:
STAFF MEETING“should we do this?”
COMMITTEE“yeah, we should do this”
BOSS“hmm, I don’t know”
INDIVIDUAL“this is too much work”
INDIVIDUAL“cool idea!”
timeline: 1 month
OUTCOMEsome success, some frustration
new buy-in:
BOSS“great work! what’s next?”
INDIVIDUAL“cool idea!”
INDIVIDUAL“I’m going to try it out”
INDIVIDUAL“nice. works and costs nothing!”
timeline: 1 hour
OUTCOMEdefinite success, little frustration
why is it this way?✓ the ‘millenial’ generation or
‘generation Y’✓ We’re on the fringe -- do the math!✓ includes individuals born between
1980 and 2000
✓ expectation that things should happen more quickly than they do✓ “impatient and eager to live life
now.”✓ optimistic about life 5 years out
1Erickson, Tamara. Plugged in. Boston: Harvard Business School Press, 2008.
You can only offer so much offline.
Relationships > Technology
ELECTRONIC
facebook statisticsMichigan
facebook76% of Michigan schools have a presence on Facebook
Average: 2804 fans (Without MSU and UM: 1060)
High Ratio of Institution Comments to Fan Comments:
Davenport UniversityKettering University
Cornerstone UniversityFerris State UniversityWayne State University
Michigan State University
64% of schools open to ‘Boxes’ tab36% of schools open to ‘Wall’ tab
60% of MI schools not on Facebook are XS Private.90% of MI schools not on Facebook are Private.
Schools that open to Wall tab average 21% more conversation.
hope college admissionswhat we’ve been up to
• started using in fall 2008• no HD from YouTube or Facebook at that point• YouTube → questionable content• now, YouTube for Edu• syndicating our content across all 3 platforms
video example
butler university admissionswhat we were up to
the email
the metrics
T
the results
personal shift
• attended Innovative Educators’ conference in Cincinnati (July 2008)
• networked with other individuals in the field• got connected on Twitter• started a professional blog to share my thoughts
(admittedlydutch.com)• productivity has noticeably increased
personal shift
• attended Stamats conference in Philadelphia (October 2006)• began experimenting with new media sites• Used Twitter as my ‘personal brand platform’• started a professional blog to share my thoughts
(squaredpeg.com)• Saw the benefits and results of web-based recruiting
other things Hope is
• monthly video updates (shot, created, and edited in-house)• using services like Zinch and Cappex to connect with
students online• email campaign series• used Ning to develop a closed social network for our
admitted students• starting to work on using Twitter• currently making a vendor selection for CRM
how can you stay on top • be networking with us on Twitter
• @bradjward and @andrewmeyers• follow a select group of blogs, RSS
• start with bloghighed.org• read some good books (http://bit.ly/
hebooks)• keep attending conferences
• check out eduWeb and NACAC Annual Conference
who has the first question?
contact usAndrew MeyersOffice of Admissions, Hope Collegemeyers[at]hope.edutwitter.com/andrewmeyers
Brad WardChief Explosion Officer, BlueFuegobrad[at]bluefuego.comtwitter.com/bradjward