markedating - getting prospects to ask your institution out

73
@JeremyFern7P NABEP 2015

Upload: jeremy-fern

Post on 17-Aug-2015

48 views

Category:

Marketing


0 download

TRANSCRIPT

@JeremyFern7P NABEP 2015

@JeremyFern7P NABEP 2015

Jeremy Fern Seventh Point, Higher Ed Strategist @JeremyFern7P

@JeremyFern7P NABEP 2015

Virginia Beach, VA

30 Years in Advertising

Traditional and Digital Media Firm

Video Production

Programmatic Media Buying

@JeremyFern7P NABEP 2015 @JeremyFern7P

Marke-DATING AGENDA

• The Birds and the Bees

– The what’s and why’s of content marketing

• DTR – Define the Relationship

– A framework strategy for content marketing

• Keep the Fire Burning

– Best practices and ideas to spark your content creativity

Presenter
Presentation Notes
The birds and the bees- the whats and whys of content marketing Define the relationship – establishing a strategic framework of content marketing Keep the fire burning – ideas to spark your content creativity

@JeremyFern7P NABEP 2015 @JeremyFern7P

Presenter
Presentation Notes
The birds and the bees – the whats and whys of content marketing

@JeremyFern7P NABEP 2015 @JeremyFern7P

Content is everywhere.

Presenter
Presentation Notes
Let’s talk a little about content today. It’s everywhere. It’s in your hallways, It’s on your bulletin boards, its on your website, on your students’ social media platforms.

@JeremyFern7P NABEP 2015 @JeremyFern7P

We’re tuning the noise out as a consumer…and so will your

students.

4.7B {pieces of content shared per day}

Content Marketing Institute

@JeremyFern7P NABEP 2015 @JeremyFern7P

We’re tuning the noise out as a consumer…and so will your

students.

1.8B {photos shared per day}

Content Marketing Institute

@JeremyFern7P NABEP 2015 @JeremyFern7P

10,000 marketing messages hit us per day

Content Marketing Institute

@JeremyFern7P NABEP 2015 @JeremyFern7P

“ 60-70% of marketing content

goes completely unused.

” Sirius Decisions

@JeremyFern7P NABEP 2015 @JeremyFern7P

“ 44% of Direct Mail

Never Opened ”

Newscred

Presenter
Presentation Notes
And yet, with all the ways to distribute and push out content…

@JeremyFern7P NABEP 2015 @JeremyFern7P

“ 86% of People Skip TV

Commercials ”

Newscred

Presenter
Presentation Notes
People want to be in control of the content they receive. Branded content marketing is where today’s marketers and companies believe marketing is and is going

@JeremyFern7P NABEP 2015 @JeremyFern7P

gatekeepers of content for 20 years

Presenter
Presentation Notes
Social media and search engines have been the gate keepers of content for 20 years. This is changing because only 10 organic search engine results appear on page 1 of most search engines AND organic social media visibility is declining ( as we’ve seen from Facebook) – Luke Kintigh (How INTEL IQ Does Content Promotion)

@JeremyFern7P NABEP 2015

Today’s Content Distribution Channels

GIVENS: SEO/SEARCH ENGINES SOCIAL MEDIA CHANNELS PAID: FLIPBOARD SHARETHROUGH TABOOLA OUTBRAIN ZEMANTA How INTEL IQ Does Content Promotion

ORGANIC AND PAID: YOUTUBE

BLOGS SLIDESHARE LINKEDIN GOOGLE+ INSTAGRAM TWITTER FACEBOOK

Presenter
Presentation Notes
Now we’ve got all these channels and ways to distribute content

@JeremyFern7P NABEP 2015 NABEP 2015

“Everyone is drowning in a deluge of content – you, your customers, your prospects, even your competition. If you can tame the flood, you win.”

Curata Become a Content Rockstar

@JeremyFern7P NABEP 2015 @JeremyFern7P

Presenter
Presentation Notes
But how do you tame a flood. You can’t. You build a boat - like Noah did for your content framework and a strategy to beat the flood, ride the wave. And God didn’t leave out details, he gave Noah a process. So let’s look at that.

@JeremyFern7P NABEP 2015 NABEP 2015

Content Marketing Sphere

Don’t let your students drown in content, help them swim in it.

Presenter
Presentation Notes
Yes, the student admissions funnel is still a helpful way of thinking about the admissions process. But we can’t just push and squoosh students through it like a playdough machine. We have to keep the students consistently engaged with quality content that is relevant. Once inside the content marketing sphere, the student embarks on a totally unpredictable path of information absorption.

@JeremyFern7P NABEP 2015 NABEP 2015

Content Marketing Sphere

Find Your Mix:

Email Marketing

Print Advertising

Testimonials/Stories

Digital Display

Online HOAs

TV/Videos

Blogs

Direct Mail

SEO

Social Media

Texting

Word of Mouth

Presenter
Presentation Notes
Keep them engaged!

@JeremyFern7P NABEP 2015 @JeremyFern7P

Definitions of Content Marketing

@JeremyFern7P NABEP 2015 @JeremyFern7P

“Marketing is about publishing great content.” -David Meerman Scott “The New Rules of Marketing & PR”

@JeremyFern7P NABEP 2015 @JeremyFern7P

@JonBuscall Owner

Moondog Marketing

“Content marketing is a commitment, not a campaign.”

@brennermichael Head of Strategy

Newscred

“Content marketing represents the gap between what brands produce and what consumers actually want.”

@JeremyFern7P NABEP 2015

“Content Marketing is the only marketing that’s left.”

(Seth Godin - 2008)

@JeremyFern7P NABEP 2015 @JeremyFern7P

Content marketing in higher ed allows you to spread relevant information about your school without forcing a sales pitch on a prospective student or parent.

It’s selling something without being salesy.

@JeremyFern7P NABEP 2015

Your goal in content marketing is…

…a second date.

@JeremyFern7P NABEP 2015 NABEP 2015

Henry’s Louisiana Grill Acworth, GA

Presenter
Presentation Notes
Chef Henry helped me think about content marketing in a very interesting way. It sort of laid some framework for me and the way I think about it.

@JeremyFern7P NABEP 2015 NABEP 2015

Content Marketing

Henry’s was FINDABLE

Henry’s was UNIQUE

Henry’s was ENGAGING

Henry’s was CUSTOMIZED

Presenter
Presentation Notes
Henry’s was FINDABLE. I used Yelp to find Henry’s. But Chef Henry is also on Facebook, Twitter, YouTube, and Foursquare. Is your institution findable on the Web and via apps? Is it active in social media platforms like Twitter, Facebook, Instagram, and others? 2. Henry’s was UNIQUE. Food, location, décor, culture. Your institution has numerous differentiators, such as key academic programs, scholarship competitions, campus life events, and more. Are you taking maximum advantage of these by sharing your unique position? 3. Henry’s was ENGAGING. Chef Henry greeted us personally at our table. He lived and breathed the saying, “Nobody cares what you know until they know that you care.” He wanted to know a little bit about us, and then he shared about his cause. How are you engaging your prospects? Are you offering them social media swag, sending personal notes, and staying on their radar? 4. Henry’s was CUSTOMIZED. Chef Henry customized his response to each of us based on our profile, where we were from, and his understanding that Mark was more likely to engage in local events and that I would enjoy recipes as an out-of-towner. What about your admissions or marketing outreach says “customized”?

@JeremyFern7P NABEP 2015 @JeremyFern7P

“ A successful content recipe must have a collection of distribution ingredients, not

just a garnish.

” Luke Kintigh, INTEL IQ

@JeremyFern7P NABEP 2015 @JeremyFern7P

If CONTENT is…

Distribution is…

@JeremyFern7P NABEP 2015 @JeremyFern7P Jonah Peretti (Buzzfeed Founder)

Focus on the mechanics of how an idea spreads, not just the idea itself. Quality isn’t enough; build evangelism into your ideas.

Presenter
Presentation Notes
Selfie with Bulldog, Post to Instagram, Tag student (just got social media account connection), they like it, they share it, they post it

@JeremyFern7P NABEP 2015 @JeremyFern7P

How does content marketing reach prospects?

@JeremyFern7P NABEP 2015 @JeremyFern7P

Reaching Prospects with Content Marketing

• Sets your college/university apart and defines how you

relate to students

• Delivers great value to your institution

• Increases online traffic to your site/platforms

• Improves search rankings

@JeremyFern7P NABEP 2015 @JeremyFern7P

Reaching Prospects with Content Marketing

• Provides brand awareness and visibility

• Cranks out solid lead generation and nurturing

• Increases credibility of institution

• Builds trust and rapport with students and parents

@JeremyFern7P NABEP 2015 @JeremyFern7P

Presenter
Presentation Notes
No matter what format you user or work in to create content, always remember – WIIFM (your audience wants to know what’s in it for me. If you maintain focus on this, you will always capture their attention.

@JeremyFern7P NABEP 2015 @JeremyFern7P

Presenter
Presentation Notes
Define the relationship – build a framework for content marketing

@JeremyFern7P NABEP 2015 @JeremyFern7P

@JeremyFern7P NABEP 2015 @JeremyFern7P

(College Name) will become a destination for (target

student) interested in (programs) to help them (value

to student).

@JeremyFern7P NABEP 2015 @JeremyFern7P

3 Steps to Building a Content Strategy

1. Identify who you are trying to reach

2. Determine how you want to reach them

3. Know what to use to reach them

@JeremyFern7P NABEP 2015 @JeremyFern7P

Type of Student/Target Stage Questions/Concerns Keywords

Traditional Transfer International Special Status Legacy

Early Middle Late OR Prospect Inquiry Applicant Accepted Deposited Enrolled

What does the student need or what is the student asking in this stage?

What keywords are they searching for; type of information are they looking for in this stage?

Non-Traditional Early Middle Late

------- --------

Graduate Early ---- ----

-------- --------

Parent ------ What is the parent looking for? What do they need to hear?

What keywords or topics are parents interested in?

Map Out Your Content

@JeremyFern7P NABEP 2015 @JeremyFern7P

Type of Student/Target Stage Questions/Concerns Keywords

Traditional Transfer International Special Status Legacy

Early Middle Late OR Prospect Inquiry Applicant Accepted Deposited Enrolled

What does the student need or what is the student asking in this stage?

What keywords are they searching for; type of information are they looking for in this stage?

Parent Research Visit Financial Aid/Cost Examination Deposit Shy Enroll Committed

What is the parent looking for? What do they need to hear?

What keywords or topics are parents interested in?

Map Out Your Content

@JeremyFern7P NABEP 2015 @JeremyFern7P

More than 75% of students listed their parents as the greatest influence on their enrollment

decision.

Do you have parent

content?

Noel-Levitz 2014 E-Expectations Report

@JeremyFern7P NABEP 2015 @JeremyFern7P

Organize Your Content Process

Identify Objectives Assess the staff and resources you have; what kind of content you want to produce; who’s going to do it

Understand Your Prospects

Who they are and what they’re using; what they want and where in the recruiting process they are

Demandmetric.com

@JeremyFern7P NABEP 2015 @JeremyFern7P

Organize Your Content Process

Build Content Generate ideas for content, identify your key messages, repurpose content

Organize Distribution Use at least 8-12 content marketing tactics, select the right channels, facilitate social sharing

Demandmetric.com

@JeremyFern7P NABEP 2015 @JeremyFern7P

Noel-Levitz 2014 E-Expectations Report

Students

9 out of 10 of seniors have access to mobile device

8 out of 10 of parents have access to mobile device

Parents

Presenter
Presentation Notes
Understand Your Audience - Mobile is going to be primary

@JeremyFern7P NABEP 2015 @JeremyFern7P

PARENTS and SENIORS both rated college websites as most influential

recruitment resource. Noel-Levitz

Presenter
Presentation Notes
Website is going to be most influential – according to Noel Levitz

@JeremyFern7P NABEP 2015 @JeremyFern7P

Over 50% of seniors and parents are willing to receive text messages from

campuses.

Noel-Levitz 2014 E-Expectations

Presenter
Presentation Notes
Texting is going to be convenient

@JeremyFern7P NABEP 2015 @JeremyFern7P

…students and parents said schools should put more effort into getting prospective students to campus for visits and admissions events.

More than

75%

Presenter
Presentation Notes
Think about the content you are creating or should be creating and sharing that promotes the campus visit experience. And keep in mind what my friend, Jeff Kallay from Render Experiences says, “On the campus visit, it’s not about the school. It’s about the prospective family. It’s about selling memories.”

@JeremyFern7P NABEP 2015 @JeremyFern7P

Socialize your content.

53% of content traffic is driven by social media.

INTEL IQ – Luke Kintigh

@JeremyFern7P NABEP 2015 @JeremyFern7P

Know What To Use

@JeremyFern7P NABEP 2015 @JeremyFern7P

Before You Create, ASK…

1) What are the core questions your target audience is always asking?

2) How will this content make our brand clearer?

3) What story are we telling with this content?

4) What motivated the prospect to inquire about our college/university?

5) Does this content meet a need/answer a question of prospects or parents?

@JeremyFern7P NABEP 2015 @JeremyFern7P

Keep The Fire Burning – Best Practices

@JeremyFern7P NABEP 2015 @JeremyFern7P

Map content to the buying cycle…

or don’t bother.

@JoelKlettke (TedX)

Presenter
Presentation Notes
We use the buying cycle to guide our content direction.

@JeremyFern7P NABEP 2015

Use What You’ve Already Got

#MyDukeRoom http://instagram.com/

dukestudents

Images displaying student dorm rooms

Presenter
Presentation Notes
Your dorms, Instagram, students pictures

@JeremyFern7P NABEP 2015

MIT Blogs http://mitadmissions.org/blogs

Stories by students and admissions officers

@JeremyFern7P NABEP 2015

University of Southern California

https://instagram.com/uscadmission Cross-platform content & Campus event promotion

@JeremyFern7P NABEP 2015

Uchicago Admissions Tumblr http://uchicagoadmissions.tumblr.com

Social-charged blog

combining campus life and student inquiries

@JeremyFern7P NABEP 2015

Vanderbilt’s “I’m In” http://admissions.vanderbilt.edu/imin/2019/

Micro-site for admitted students and customized digital swag

@JeremyFern7P NABEP 2015

Noel-Levitz 2010 E-Expectations Report

Noel-Levitz 2014 E-Expectations Report

Only 57% of 4 Yr Private Schools Practicing SEO for Content Pages

Presenter
Presentation Notes
Academic pages - What content matters most to students – academic program info ranked higher than admissions information and is rising in ranks while enrollment info is falling. **Emphasis students place on academic program info campuses have to look at optimizing SEO their academic pages. Students aren’t navigating to home page and then to academic pages. They’re searching for terms related to program of study and going directly to the program pages.

@JeremyFern7P NABEP 2015

Digiday.com

What Millennials do on Smartphones 64K Millennials Surveyed

Presenter
Presentation Notes
Use students habits to fuel our methods

@JeremyFern7P NABEP 2015 @JeremyFern7P

Top 10 email clients in 2014

Litmus.com

Presenter
Presentation Notes
We use email smarter

@JeremyFern7P NABEP 2015 @JeremyFern7P

Think mobile

iPhone 5 iPhone 6 iPhone 6 Plus

Litmus.com

@JeremyFern7P NABEP 2015 @JeremyFern7P

Using email strategically

Use the From Name, Subject Line, and Preview Text to your advantage Subject Line and Preview Text should work together Extra Preview Text line needs enough copy. Don’t let it be filled with junk.

Design, don’t just compose.

DESIGN

Litmus.com

Presenter
Presentation Notes
Use email well

@JeremyFern7P NABEP 2015 @JeremyFern7P

What’s the point of a mobile email/ad?

Don’t be MUGLY

@JeremyFern7P NABEP 2015 @JeremyFern7P

Social Networks Undergraduates Use

Noel-Levitz 2014 E-Recruiting Practices

75% of Students

40% of Students

50% of Students

39% of Students

73% of Students

Presenter
Presentation Notes
Use social media statistics

@JeremyFern7P NABEP 2015 @JeremyFern7P

A Big Week of Hangouts for Duke {unique locations on campus}

Presenter
Presentation Notes
Use online video like Google HOA

@JeremyFern7P NABEP 2015 NABEP 2015

Remember who you are and whose you are.

contentmarketinginstitute.com

Presenter
Presentation Notes
Use great resources

@JeremyFern7P NABEP 2015 NABEP 2015

Presenter
Presentation Notes
How’s your packaging? It’s content isn’t it? What does it say to the student, to the parent?

@JeremyFern7P NABEP 2015 @JeremyFern7P

Speak Once

Two Minutes

Discuss

@JeremyFern7P NABEP 2015 @JeremyFern7P

Short vids of college life, registration, or orientation process

@JeremyFern7P NABEP 2015 @JeremyFern7P

Student tour treasure hunt or “Best of” Instagram Contest

@JeremyFern7P NABEP 2015 @JeremyFern7P

Student-led tours of dorms, student center, quad, dinner, ballgame

@JeremyFern7P NABEP 2015 @JeremyFern7P

Parents of Applied/Deposited

Students

Navigating Financial Aid

Process

How To Fill Out the FAFSA

Scholarship Help Session

@JeremyFern7P NABEP 2015 @JeremyFern7P

Marke-DATING – Getting Prospects to Ask Your Institution Out

@JeremyFern7P NABEP 2015

Jeremy Fern Seventh Point, Higher Ed Strategist @JeremyFern7P [email protected] 704-600-6753