1. Using Technology &Multi-Media to Market Applied Online Graduate Programs EISTA June29, 2008 Dr. Greg Williams

2. Dr. Greg Williams

Director & Clinical Assistant Professor

Univ. of Maryland

[email_address]

www.gregwilliams.net

3. Agenda & Overview 4. Your Expectations? 5. Case StudyFacts

Univ. Maryland, Baltimore County

Instructional Design grad program

Enrollment declining

One year to improve

Staff of one

6. Program Enrollment FY 2004 771 Credit HoursFY 2008 1239 Credit Hours 2004 2008increase of 60% 7. Todays 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

8. Marketing Shift 9. Marketing Shift

Mass mediatocustomized

Control from advertiserstoconsumers

Sketchy resultstomeasurable results

Limited Internet accesstowidespread

Few media toolstomany tools

Traditional adstoInternet

10. Typical Marketing Approach (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 enquirers

11. Integrated Marketing

Opposite of university approach

Not just advertising

Comprehensive approach

Goal to make selling superfluous

12. Integrated Approach

Needs assessment

Marketing research

Product development

Pricing

Distribution

Selling

Advertising

Public relations

13. Position Statement

Why are you unique?

Program and services

Problem you are solving?

What do you offer that others dont?

Why should people associate with you?

14. AnalysisResults

Need for program

Student & alumni profile

Program quality good

Students, alums, employers liked program

Some new courses needed

Program updates needed

15. AnalysisResults (contd)

Pricing was acceptable

Opportunity to go online

Poor sales function & inquiry mgt.

Traditional ads, little tracking

PR was at university level, not program

16. What Didnt Work in Past

Website & Open house

Focus on single ads

Ineffective follow-up

No champion

17. Were Having Cookies! 18. Focus on ContentCustomer Needs

What do they want & when

How do they look for it

Is your content meaningful?

Is your message reinforced?

19. What Did OurCustomers Want?

Career info

Professional development info

Answers to their job situation

How will program help me?

Career counseling

20. My Approach

Integrated marketing

Technology as communication

& marketing tool

Build relationships

Interactive communication

Meaningful content

Career content & services

21. Action Plan

Biggest impact on enrollment?

Our position statement

Focus on career

Use technology to help

Short-tem vs. long term

22. No Silver Bullet 23. TechnologyNot a Universal Solution

Define need first

Identify possible tools

Evaluate, ease of use, cost

Then select appropriate tool

24. Marketing & Technology

Needs assessment online surveys

Marketing research online research

Product (program) instructional technology

Distribution started online option

Selling Gregs role

Advertising Google Adwords, etc

Public relations YouTube, iTunes Univ.

25. Program Improvements

New courses

Course names & descriptions

Applied learning format

Improve instructional technology

26. Service Improvements

Admission & registration

Career services

Online services, library

Response time

27. Inquiry Management

Methods of inquiry

Gregs role

System we inherited

How it was used in past

New approach

28. Communication Plan

Current students

Program alumni

Internal audience

Employers

Professional Associations

29. Technology Tools

Searchable content

Google Adwords

Website

YouTube

iTunes university

30. 31. 32. 33. 34. 35. Google AdWords

What is it?

Key word search

Google search biggest inquirysource method

Reporting function

36. Google AdWords Benefits

Familiar technology

Searchable content

Scalable, control costs

measurable & immediate results

Integrate with other marketing

37. 38. 39. 40. 41. Apples iTunes University

What is it?

Familiar technology

Searchable content

How we use it

Reinforces message

Free

42. 43. 44. YouTube

How we use it

Searchable content

Familiar technology

How we use it, e.g. events

Reinforces message

Free

45. 46. 47. Communication Reinforcement

Website

Events

Services, career help, jobs ads

Employer services

Professional associations

Faculty presentations & conferences

48. ResultsFY2004 771 Credit HoursFY2008 1,239 Credit Hours FY2004 FY2008increase of 60% 49. Lessons Learned

No silver bullet

Integrated marketing approach

Position statement & differentiation

Technology is not a savior

Little things make a difference

Need a champion

No overnight success

50. Lessons Learned

No silver bullet

Integrated marketing approach

Position statement & differentiation

Technology is not a savior

Little things make a difference

Need a champion

No overnight success

51. 52. Dr. Greg Williams

Director & Clinical Assistant Professor

Univ. of Maryland

[email_address]

www.gregwilliams.net

53.