mobile marketing & student recruitment: what's hot & what's not in 2011

Download Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011

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Higher education marketing for student recruitment continues to face new challenges and opportunities in 2011, from a need for simpler web design to QR codes to text messaging. Review includes examples from colleges and universities.

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  • Bob Johnson Consulting, LLC*Mobile Marketing & Student Recruitment: Whats Hot & Whats Not in 2011 Robert E. Johnson, Ph.D. 2011

    ACT Enrollment Planners ConferenceJuly 20-22 , 2011Chicago, IL

    Bob Johnson Consulting, LLC

  • Part I: Overview for 2011 and onwardBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Key Strategy Issue:Why should I put scarce resources into mobile marketing?

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  • Bob Johnson Consulting, LLC*Peril & potential in the answerWebsite experience shapes brand perception

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  • Bob Johnson Consulting, LLC*Growing expectationA mobile friendly web presence

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  • Bob Johnson Consulting, LLC*Major reason people go to any websiteComplete a task

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  • Bob Johnson Consulting, LLC*Top task challenges for recruitmentFind academic program listGet net cost informationRegister for a campus visitInquire about enrollmentCheck application statusGet to campusApply online?

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Mobile App vs. Mobile WebsiteMobile AppDifferent apps for different devicesHow will people find your app?Not easy to updateHigher performance possible/Easier useMobile WebsiteAccess from any mobile deviceCan find using searchEasy to updateWill perform as well as you build it/Not great right now

    Bob Johnson Consulting, LLC

  • If youre thinking about an appBob Johnson Consulting, LLC*

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  • Bob Johnson Consulting, LLC*Main mobile challengesJakob Nielsen at http://bit.ly/iqAv84 major problemsSmall screensAwkward inputSlow downloadsPoor design for mobileImpact on task completion80% success on regular websites from a PC59% success from a mobile phone

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Meet challenges and success growsTask success was higher at sites designed for mobile access64% task completion at sites for mobile53% task completion at regular websitesLarger screen = more successRegular cell phones 38% successRegular smartphones 55% successTouch screen phones 75% success

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  • Pew Internet on smartphones in 2011http://pewinternet.org/Reports/2011/Smartphones.aspx35% of people 18+ have smartphones25% of smartphone owners go online mostly with the phoneHighest smartphone ownershipHigher income (59% if $75+ family income)More educated (48% with college degree)Non-whites (44%)Under age 45 (58% between 25 34 years)Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Part II:Designing for mobileBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*The Golden Rule remains5 seconds to connect

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  • 3 approaches to a mobile sitehttp://bit.ly/nMPJSkTweak your present websiteAutomatic basic adjustments through a CSSAdaptive layoutChanges your images and layout on your traditional site to fit a mobile screenWorks best if designed from the start to adaptDedicated mobile websiteMost expensive solutionBest experience for visitors

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Build a new site version for mobile?Mobilize, dont miniaturize anon. Generally speaking the mobile context is so different from the desktop one it deserves direct consideration vs. just mangling down a full-size site. Drew Stevenson, University of Minnesota, 2010Mobile web best practices from W3Chttp://www.w3.org/TR/mobile-bp/

    Bob Johnson Consulting, LLC

  • Basic design rule for mobileKeep things simpleBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Beware the iPhone trapiPhone can display your traditional web pagesBut in a size that nobody can read without finger flickingGoal: no finger flicking

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Keep graphics small & relevantNo room (or need) on mobile pages for graphics not directly related to the contentMake sure key content areas are immediately visible

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Long links = easier mobile navigation3 to 5 word links are easier to touchAvoid one word linksAnd especially a series of one word links one after another

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*The NY Times goal for mobileThe Internet should work like it does on PC screens.

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Can we meet this challenge?As you go to site XYZ it will automatically create a single-column, mobile-friendly view that has navigation scaled to produce videos or slideshows so users wont have to pinch or scan or scroll or download an app for everything. Robert Z. Samuels, director of mobile product development, New York Times

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*The NY Times on mobile

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  • Bob Johnson Consulting, LLC*Part III: Mobile Marketing in Higher Education

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  • Bob Johnson Consulting, LLC*1. Direct marketing focusInquiries from mobile at Kettering University

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  • Bob Johnson Consulting, LLC*The first image while it loads

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  • Bob Johnson Consulting, LLC*At the site who fits at Kettering

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  • Bob Johnson Consulting, LLC*Very simple enrollment inquiry

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  • Bob Johnson Consulting, LLC*Immediate email response

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  • Bob Johnson Consulting, LLC*Email links to admissions entry pagehttp://www.kettering.edu/futurestudents/

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*2. Task oriented home page designFocus on internal & external users is a special challenge

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*A task-oriented home page

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*No finger flicking here

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Easy to scan academic majors

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  • Bob Johnson Consulting, LLC*Clean, simple program page

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  • 3. Text messaging optionFind high interest inquiries early in the recruitment cycleSt. Marys University, TXBob Johnson Consulting, LLC*

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  • Bob Johnson Consulting, LLC*High interest students: 2010% of inquiries opting for text updates3.9%(1,416 of 35,606)% of applicants opting for text updates30.6%(1,140 of 3,720)% of deposits opting for text updates46.5%(269 of 578)

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*High interest students: 2011% of inquiries opting for text updates4.8%(1,923 of 40,246)% of applicants opting for text updates13.5%(593 of 4,387)% of deposits opting for text updates55.6%(385 of 692)

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Bob Johnson Consulting, LLC*Percent who depositedOverall inquiriesInquiries who opted-in for text updatesYield: Inquiry to Deposit, 2010

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Bob Johnson Consulting, LLC*Percent who depositedOverall inquiriesInquiries who opted-in for text updatesYield: Inquiry to Deposit, 2011

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Ongoing contact to increase conversionText messaging each month as the recruitment cycle unfolds

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  • Key: Build internal opt-in databasehttp://www.stmarytx.edu/admission/?go=mobileupdatesBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Not yet applied for admissionBe early, catch the worm. Submit ur admission application by Jan 15 for priority consideration. Get info at www.stmarytx.edu/admission.

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Join our online communityCre8 a profile on the St Marys online community at www.BeARattler.com by Feb 1 to be entered to get ur $200 enrollment deposit waived!

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*FAFSA priority deadlineThis is last weekend 2 finish priority FAFSA. Go 2 www.fafsa.ed.gov to submit b4 Mon Feb 15 to make sure we get results in time. StMary code is 003623

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  • Bob Johnson Consulting, LLC*Merit scholarship awardBob, UR hard work has paid off! Congrats on getting a merit scholarship! Learn more about financial aid at www.stmarytx.edu/finaid.

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Register for OrientationBob, R u ready 4 Orientation? Sign-up is now open. Go to https://gateway.stmarytx.edu. We R lookin 4ward to seeing u on campus!

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Other message samplesCome visit during ur holiday break! Weekday tours and visits available through Dec 22. Call 800-367-7868 or email uadm@stmarytx.edu 2 schedule.Happy 2010! May U have 12 months of happiness, 52 wks of fun, 365 days of laughter, 8760 hrs of luck, 525600 mins of joy, 31536000 seconds of success.

    Bob Johnson Consulting, LLC

  • 4. QR CodesUsing in print advertisingA place in view books, printed recruitment pieces, college fair exhibits Bob Johnson Consultin