american association college registrars admissions officers (aacrao) presentation 2008
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From Inquiries to Alumni: Using Affordable Technology & Creative Marketing to Recruit
& Retain Students
AACRAO Technology ConferenceAACRAO Technology Conference
July 12, 2008 July 12, 2008
Greg Williams, Ed.D.Greg Williams, Ed.D.
Greg Williams, Ed.D.Greg Williams, Ed.D.
• Director & Clinical Assistant Professor
• Univ. of Maryland• [email protected]• www.gregwilliams.net
Case Study Facts Facts
• Univ. Maryland, Baltimore County• Instructional Design & eLearning Graduate program • Enrollment declining• One year to improve• Staff of one
Program Enrollment
FY 2003 – 1,035 Credit Hours
FY 2004 – 771 Credit Hours
FY 2008 – 1,239 Credit Hours
2004 – 2008 increase of 60%
Today’s Consumer
• Search when they need to• They are in control• Little time to spend• Fast paced lifestyle• Search using tools they know• Think like “adult learners”
Marketing Shift
Marketing Shift
• Mass media to customized• Control from advertisers to consumers• Sketchy results to measurable results• Limited Internet access to widespread• Few media tools to many tools• Traditional ads to Internet
Typical Marketing Approach (graduate program)(graduate program)
• Stale ideas (e.g. open house)• Mostly advertising• Program & services not evaluated• Ineffective inquiry mgt & follow-up• Passive use of technology• Little engagement of inquirers
Comprehensive Approach
• Needs assessment• Marketing research• Product development• Pricing • Distribution• Selling• Advertising• Public relations
Analysis Results Results
• Need for program• Student & alumni profile• Program quality good• Students, alums, employers liked program• Some new courses needed• Opportunity to go online
Position Statement
• Why are you unique?• Program & services differentiation• Problem you are solving?• What do you offer that others don’t?• Why should people associate with you?
Focus on Customer Needs
• What do they want & when• How do they look for it• Is your content meaningful?• Is your message reinforced?
We’re Having Cookies!
What Did Our Customers Want?
• Career info• Professional development info• Answers to their job situation• How will program help them?• Career counseling
Our Approach
• Comprehensive marketing• Technology as communication
& marketing tool• Build relationships• Interactive communication • Meaningful content• Career content & services
No Silver Bullet
Action Plan
• Biggest impact on enrollment? • Our position statement• Focus on career needs• Use technology to help• Short-tem vs. long term
Program Improvements
• New courses • Course names & descriptions• Applied learning format • Improve instructional technology
Service Improvements
• Admission & registration • Career services• Online services, e.g. library• Response time
Inquiry Management
• Methods of inquiry• Greg’s role• System we inherited• How it was used in past• New approach
Communication Plan
• Current students• Program alumni• Internal audience• Employers• Professional Associations
Technology Not a Universal Solution
• Define need first• Identify possible tools• Evaluate, ease of use, cost• Then select appropriate tool
Technology Tools
• Searchable content• Google Adwords• Website• YouTube• iTunes university
Google AdWords
• What is it?• Key word search• Google search – biggest inquiry source method• Reporting function
Google AdWords Benefits
• Familiar technology • Searchable content• Scalable, control costs• measurable & immediate results• Integrate with other marketing
Apple’s iTunes University
• What is it?• Familiar technology• Searchable content • How we use it• Reinforces message• Free
YouTube
• How we use it • Searchable content• Familiar technology • How we use it, e.g. events• Reinforces message• Free
Communication Reinforcement
• Website• Events• Services, career help, jobs ads• Employer services• Professional associations• Faculty presentations & conferences
Results
FY2004 – 771 Credit Hours
FY2008 – 1,239 Credit Hours
FY2004 – FY2008 increase of 60%
Lessons Learned
• Comprehensive marketing approach• Searchable content, meaningful content• Position statement & differentiation• Technology is not a savior• Services make a difference• Relationships matter• No overnight success
Greg Williams, Ed.D.Greg Williams, Ed.D.
• Director & Clinical Assistant Professor
• Univ. of Maryland• [email protected]• www.gregwilliams.net