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Let’s get visual

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I consider myself a “visual” learner. Draw out my thoughts on a whiteboard, watch a video tutorial, type out my weekly tasks in Evernote. So I wasn’t surprised to see Fast Company’s article “Fast Talk: The Visual Shift” — where industry experts were asked to weigh in on how businesses can adapt to our image-obsessed culture.

Experts from retail, news, government and more shared tips on how to infuse more imagery in your user and online experience, and they had some valid points that translated well to higher ed.

The Creative Visionary: Joe Stewart, partner and global creative director at Huge
“Consumers expect the same level of quality and service from digital that they would get in a store,” says ...

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Categories: Branding/Marketing/Recruiting, Communication, Experience, Marketing, Online Experiences, Social Media, Storytelling, Student Recruiting

Making college fairs count

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Conference season is rapidly approaching for our team here at TargetX. Many of our folks will be traveling around the country meeting with current and future clients, presenting on higher ed industry trends and of course, showcasing TargetX products and services. NACAC college fair

As the conference planning coordinator, I’m very much involved in the process — from session proposals to final shipping (I know, super glamorous right?) – and I’m always looking for tips on how to improve our presence at tradeshows.

I came across a great article this week by Dan Roche in MediaPost, and that got me thinking about its value to all of you, our friends in ...

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Categories: Best Practice Documents, Branding/Marketing/Recruiting, College Recruiting, Fall Travel, Spring travel

Sending signals

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There are plenty of ways for admissions officers to listen and follow what prospective students are saying about their institution. But what if the tables were turned?

An increasing number of students are sending digital supplements along with their applications. Considered “add ons” to the application, they come equipped with web analytics, allowing students to monitor which items have been viewed and opened by admissions officers. In turn, students are making assumptions on the level of interest an institution has before they receive a decision.

Chris Peterson, admissions officer for the Massachusetts Institute of Technology, knows this all too well. In a recent blog post for The Chronicle of Higher Education, he describes a recent experience where a student ...

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Categories: Applicants, Branding/Marketing/Recruiting, Communication

Brand shifts and yield in 2013

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Coming back from holiday break means that it’s time to kick into high gear your accepted student communications, yield events and many conversations with students and parents. It’s the time of year where the conversation shifts and families are getting serious about where they might go to school in the fall. It’s important for admissions (and the rest of campus) to start thinking about what message you want to be sending to those students in order to help them make a final decision.

My colleague Jeff Kallay passed along an article before the holidays, “A Brand Shift for 2013: From Aspiration to Inspiration” by Alan Snitow. It’s an interesting concept that I thought was worth holding onto and sharing at ...

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Categories: Authenticity, Branding/Marketing/Recruiting, Change, College Recruiting, Communication, Communication Plans, Marketing, Storytelling, Student Recruiting, Student Yield, Yield

The application sensation

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Curious how most admissions offices are faring in the midst of a decline in traditional, college-bound teens? Apparently, not too bad according to some recent data shared by the National Association for College Admission Counseling (NACAC). Students are applying to more colleges than in years past and fighting for coveted spots at selective schools.

Caralee Adams of Education Week shares some stats and highlights from a recent NACAC webinar series entitled “The State of College Admission” that includes data from the upcoming 2012 College Admission Report (set to be released on November 28th).

Panelists from the webinar, like Katy Murphy, director of college counseling at ...

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Categories: Applicants, Data, NACAC

A picture is worth a thousand words

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Popular photo-sharing site Instagram has been added to the social media mix by many colleges and universities. Proving itself to be a useful tool not only for prospective students — but current students and alumni too.

While you might cringe at the thought of adding something else to your “to do” list, there are a few articles making the case for the new(er) channel with examples of how it’s working for campus communities.

Highlighted in a BestCollegesOnline.com article, here are just a few from their “top ten” list:

Going behind the scenes.
University of Florida is using Instagram to go behind the scenes of the university. Sharing photos from a variety of locations like class lectures, the university TV station and ...

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Categories: College Recruiting, Communication, Marketing, Online Experiences, Social Media, Storytelling, Student Recruiting

Focus makes perfect

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In admissions — we present a lot. Open house, info sessions, high school visits — you name it and we’re presenting at it.

People think that the most important part of a presentation is to practice so that you can flow through the content effortlessly. With practice, you can study your notes and get your timing right and that’s important. But I’m putting a new spin on the old saying “practice makes perfect” and turning your attention to keeping the audience’s focus too.

Whether you’re an experienced pro at your institution, or a newbie in the admissions world — here are some points worth considering from Bruna Martinuzzi, author of “Presenting with Credibility,” when you start building out your next ...

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Categories: Branding/Marketing/Recruiting

Think outside the box

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Here at TargetX, we’re in full Xpert Summit mode (for those of you that don’t know, that’s our annual users group event) so it’s only natural that it would be mentioned in today’s RM.

We’re busy preparing to bring our clients, prospects and friends together next week to discuss trends in higher education, day to day challenges and thinking outside the box.

Many of our presenters are clients, working with our products and services. And while they come from colleges and universities across the nation, they all have one thing in common — they are bringing with them the knowledge and expertise on how to do things differently (why else would we have chosen them to present at our event;) ...

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Categories: Authenticity, Branding/Marketing/Recruiting, Change, Marketing, Xpert Summit

Social helps relieve summer melt

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School’s out for summer — but the work is far from done. Colleges are often concerned with summer melt — fearful that their enrolled class (and hard work over the year) will slip away. So what’s an admissions staff to do?

That’s where social engagement comes in.

Social sites aren’t your magic bullet, but they can certainly help you to stay connected. And if you do it right — you might just keep those incoming students engaged right on through til move-in day.

Business writer Courtney Rubin blogs about “The Secret to a Perfect Facebook Post,” and shares some insights from a recent Buddy Media report for businesses using Facebook to interact with consumers. And guess what? They just so happen ...

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Categories: Best Practice Documents, Branding/Marketing/Recruiting, Communication, Facebook, Social Media, Summer Projects

Growing up techie

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We’re living in hyper-connected times and Millennials from a very early age are growing up with everything at their fingertips. But is that “always on” mentality helping or hurting our youth? And how will the increased use of technology affect higher education?

The Pew Research Center along with Elon University conducted a survey of over 1,000 Internet “experts” (with the majority coming from education and technology fields) asking respondents to select whether growing up constantly connected will be a positive or negative.

Fifty-five percent of respondents took an optimistic point of view. They felt that Internet use provides young people with a unique skill set, including knowing how to solve problems through cooperative work and knowing how to quickly and efficiently ...

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Categories: Generations, Millennial Generation, Millennials

Ch-Check it out

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Yes, that’s a Beastie Boys song title. While some may scoff at the idea of learning something from three guys who go by Mike D, MCA and Ad-Rock — their 25-year career, international fan base and 2012 induction into the Rock and Roll Hall of Fame is certainly no joke. And higher ed would be smart to listen up — there are serious lessons to be learned from this Brooklyn rap trio.

“The Beastie Boys Guide to Brand Storytelling” by Kimberly Bordonaro identifies seven elements that explain why their loyal following over the years didn’t happen because they got lucky. It happened through a unique blend of what the kids today would call “sick” rhymes, funky fresh beats, and for ...

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Categories: Authenticity, Branding/Marketing/Recruiting, Communication, Marketing, Storytelling

What the Superbowl can teach higher ed

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According to the Neilsen Co., an estimated 111 million people watched last year’s Superbowl. But I wonder how many people took their bathroom break during the game and stuck around for the commercials.

This advertising juggernaut has brought us some of the most iconic 30-60 second ads of all-time. Brands bring out the creative “big guns” to catch people’s attention and hopefully have them talking about their product long after the Lombardi Trophy has been awarded.

So you are probably asking yourself, “What does the Superbowl have to do with higher ed?” Well, if you’re in recruitment marketing those ads are doing something that colleges and universities need to be doing much more of — using creativity to grab ...

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Categories: Authenticity, Branding/Marketing/Recruiting, Millennial Generation, Millennials, Uncategorized

Mailing Millennials

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Talking about “snail mail” as an effective recruitment strategy is sure to raise an eyebrow or two, but don’t discount its benefits and the value it adds. In the second half of this year’s recruitment cycle, admissions offices are thinking more about acceptance letters, open house invitations and financial aid packages — all traditionally print recruitment pieces — that still work according to Deliver Magazine.

In the article “Making sense of the Millennials” by Allan Nahajewski, Millennials don’t mind direct mail. According to one study, Millennials say 75 percent of the mail they receive is valuable, and 73 percent of them have used direct mail coupons.

With this in mind — what’s the most effective way to use direct mail? ...

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Categories: Authenticity, Branding/Marketing/Recruiting, Communication, Communication Plans, Marketing, Millennial Generation, Millennials

Admissions’ Wish List

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During our holiday Free on Friday webcast last week — “Admissions’ Wish List for Santa” — admissions professionals were asked to submit their “wishes” for the industry. Many of our colleagues submitted a letter to Santa (TargetX’s very own Trent Gilbert) and the content did not disappoint. From the basic needs of an admissions office to campus-wide strategic planning, here are just a few requests we wanted to share.

Office and campus essentials included items like iPads for admissions staff (and a strategy for their use), and an additional staff member on the “social media” team. Taryn from Lynn University had a larger request, “A new student center that highlights campus life.” But she wasn’t the only one; many admissions officers ...

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Categories: Branding/Marketing/Recruiting, Free on Friday Webcasts

Going mobile in higher ed

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Colleges consider a variety of communication channels important to recruiting best-fit students — and many would say mobile should be in the mix too.

“Given the increasing use of smartphones among the college-aged, this is an excellent time for your admissions staff to familiarize themselves with QR codes and with mobile marketing in general,” says Daniel Fusch of Academic Impressions. To learn more about this, Fusch interviewed web and mobile marketing consultant Bob Johnson about what he thinks campuses could be doing to kick-start their efforts.

QR (Quick Response) codes have become a popular choice for colleges and universities to begin building a mobile presence. Bob Johnson cites an example from Westminster College, which uses QR codes in their view book, leading ...

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Categories: College Recruiting, Mobile, Mobile Marketing

Tracking trends

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Keeping up with what’s happening in higher education is easier said than done. So when articles like Nancy Griesemer’s “15 College Admissions Trends Worth Watching” comes out — it’s perfect for “on-the-go” counselors and directors of admissions.

Griesemer’s 15 trends come from the 2011 State of College Admission report provided by the National Association for College Admission Counseling (NACAC). This collection of data from NACAC, the College Board and the federal government makes up a comprehensive document with significant information about college admissions. Here’s just a sampling of Griesemer’s list and what it means for admissions:

The total number of high school graduates is down. We’ll continue to see this decline through 2015. Enrollment and retention offices will be working ...

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Categories: Applicants, Branding/Marketing/Recruiting, Change, Data, Social Networking, Tracking

Email metrics that matter

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Admissions offices are always seeking ways to be more effective. Especially when it comes to communicating with prospective students. With email still one of the most popular channels, how can you be sure that your email messages are effective and breaking through the clutter?

Measuring email effectiveness doesn’t have to be difficult; and Chris Chariton of MediaPost Publications identifies the most important metrics to evaluate when sending email communications. Chariton establishes which metrics matter most through three simple questions:

1. Is my list good? Make sure your list is up to date and accurate. It’s the foundation of good email communication. The metrics for review include — emails sent versus emails delivered and your soft and hard bounce count.

2. Is my content ...

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Categories: Email, Email Recruiting

The pulse of NACAC

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Common themes surfaced as 3,000 plus admissions professionals gathered last week in New Orleans for the annual conference of the National Association for College Admission Counseling. The mood among the crowd was filled with excitement and ideas for change in higher education.

In the midst of the conference action, admissions officers from across the country shared their thoughts with us at the annual iThink event which was held on the exhibit hall floor. We asked our friends and colleagues to complete this phrase — “I think admissions…” — and here’s what attendees had to say:

“Admissions is at a crossroads.” Many factors contributed to this widely used phrase, like the higher ed balance between being market driven and education-oriented, branding versus authenticity ...

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Categories: Branding/Marketing/Recruiting, Change, Free on Friday Webcasts, Misc., NACAC, Webcast

An important population

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Trends within corporate marketing and media often foreshadow what’s to come in higher education. A great supplemental piece provided by Advertising Age dedicated to a hefty slice of the American population holds great value for the corporate world and higher education too.

The eighth annual Hispanic Fact Pack was developed as a guide to Hispanic marketing and media in the United States — keeping advertisers and marketers up to speed on a population that Laurel Wentz of AdAge calls “the future of America.”

While some sections of the Fact Pack may not be of immediate relevance to some college admissions professionals — notice the steady increase in advertiser spending to this key population as well as their language preferences when buying from ...

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Categories: College Recruiting, Misc., Research, Uncategorized

The email "don't" list

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Email may be one of the easiest ways to respond to prospective students and parents, but we can often rely on email too much — not thinking about other communication channels or if the message is appropriate for email.

Christopher Elliot provides us with five things you should never include in an email. I’ve narrowed down the top three that relate to admissions:

“If you have to tell a customer ‘no,’ an email is sometimes the worst way to do it.” Admissions offices have to say ‘no’ for a variety of reasons and if you need to have an uncomfortable conversation with a student, an email might not be the best option (use a formal letter, phone call, etc.). Make sure you’re ...

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Categories: Email

A simple solution for summer

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In college admissions, summer is a popular time for new initiatives and revamping processes. A simple change to make, yet we often forget, is the value of good customer service for your prospective students and parents.

Andy Hanelsman writes that Apple is a great example of exceptional service, with intensive training for employees who consistently provide a customer-friendly environment in their wildly popular, 326 Apple stores.

In a Wall Street Journal article, the Apple “steps of service” were identified, revealing that the acronym “APPLE” is used to provide a roadmap for successful customer service:

Approach customers with a personalized warm welcome.
Probe politely to understand all the customer’s needs.
Present a solution for the customer to take home today.
Listen for and resolve ...

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Categories: Campus Visit, Customer Service, Uncategorized

Your website – mobilized

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Businesses can’t afford to ignore mobilizing their websites. And neither can colleges or universities.

This was stressed to marketers during the OMMA Mobile conference in New York last week. Karl Greenberg of MediaPost News reports on the presenters, Kari Wilson and Sebastien Chalmeton, who identified five important tips to creating mobile sites for organizations. Because ignoring those consumers (or prospective students and parents) who are “on-the-go” is not an option.

Keep these sites simple. “That’s the most critical thing you need to do when you design a mobile site,” Chalmeton says. Prospective students and parents will appreciate simple design with ease of use. Considering these two elements in mobile design is a must.

Make search easy and prominent. Search is a large piece ...

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Categories: Mobile, Mobile Marketing, Website, Websites

Stages to success

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Whether you’re utilizing every new tool possible or ashamed that you’re not in the social media game, Forrester Research has identified 5 stages of “social maturity” that you may relate your efforts to (or build a plan from).

Gavin O’Malley of MediaPost says “New research finds that most large organizations go through similar stages of growth and change as they wade into the world of social media.” What stage is your college or university in?

Research found one-in-five companies are in the “dormant stage,” not utilizing any type of social media. Is your college or university in this category? Forrester analyst Sean Corcoran suggests “focus on the best opportunities that can be used as case studies within the organization to get the ...

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Categories: Social Media

Who are we recruiting?

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The 2010 Census offers some perspective on changing demographics in the United States and insights into “who” we are recruiting.

Advertising Age compiled five facts they feel every marketer should know. This is valuable information that every admissions office can learn from:

1. There are 1.2 million fewer children in the Northeast and Midwest than there were in 2000. This represents a 3.1% decline for the Midwest and a 5.5% drop for the Northeast, which will greatly affect the recruitment efforts of institutions whose primary audience lives in these declining regions. Now may be the time to consider reaching out to regions beyond your typical recruitment territories.

2. Minority populations grew eight times faster than the majority white, non-Hispanic population. Expect to see ...

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Categories: Data

Ivy League trends and you

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No other admissions process is watched as closely as the Ivy League’s. Decisions went out to students last week, and Kristina Dell of “The Daily Beast” identified admissions trends that surfaced for the colleges over this recruitment cycle.

According to Dell, many Ivies indicated a significant increase in applications this year, which was typical among colleges and universities across the nation. The acceptance of the Common Application, combined with students’ decisions to apply to 10 or 20 schools are prime contributors to this trend.

Two student populations with a higher percentage of applications among the Ivies were homeschooled and international students. Dell spoke with Jim Miller, dean of admissions at Brown University, on homeschooled applicants. He noted that, “These students are often ...

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Categories: Applicants, International Recruiting

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