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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

Understanding Undergraduates

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You may have a good idea of what your institution’s student population (prospective or current) looks like — but how about your understanding of the undergraduate student population nationwide?

Learn more about the college students of America by visiting the National Postsecondary Student Aid Study snapshot of the 22 million undergraduates that attended college in 2007-2008. You might be surprised by what you see — including, but not limited to, undergraduates over 30, the percentage of students attending for-profit institutions and the household income breakdown.

The student population will continue to shift. Does this open up new opportunities for your institution? Do you see any concerns with the changing demographics? The more knowledge you have, the more successful you can be ...

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Categories: Data, Research, Uncategorized

The data doesn't lie

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Demographics are the foundation of student recruitment and enrollment strategies. Understanding your prospective students requires a sense of what they want and who they are. In one of the most difficult recruitment cycles, colleges and universities must work smarter not harder to find best-fit students.

Last week’s Free on Friday Webcast was hosted by our very own Jeff Kallay, vice president of consulting and Paul Hamborg, president of Enrollment Research Associates and national authority on demographic data. Jeff and Paul talked about why demographics are important and ways to use them when building your enrollment strategy. Student, parent and adult/graduate demographics were discussed, and both Kallay and Hamborg provided sound advice during a hectic enrollment climate.

Shifts in the number of minority ...

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Categories: Data, Free on Friday Webcasts, Research, Webcast

Appeal on an emotional level

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Colleges and universities need to appeal to prospects on an emotional level through storytelling and the campus experience to engage best-fit students.

The recession has made consumers think differently about how they shop, buy and — in higher education — choose a college. Adweek Research writer Mark Dolliver states, consumers want good value for their money; while rational sales pitches and practical benefits have ruled the school of thought for decades, a shift is necessary to more emotional appeals. The same is true for higher education.

Dolliver reviews the results from a survey of client-side marketers conducted by the Association of National Advertisers and they reveal that emotional benefits should be more balanced with the rational/functional benefits. Marketers see the need for ...

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Categories: Authenticity, Branding/Marketing/Recruiting, Campus Visit Experiences, Experience, Research, Storytelling

XpertTip No. 93: Sharing the knowledge

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Most of you know that, along with our tools and services, we like to provide “best-practice” information in an effort to educate and help you recruit more effectively.

Pardon my bias, but as a result, I maintain that our clients are some of the best and brightest in the business.  And part of my job is to make sure it stays that way;)

If you are a loyal XpertTip reader — my sincere thanks.  You’re incredibly kind to devote time each week to my musings.

But as much as I enjoy my role, I’m not the only one around here researching and following current trends and issues in our industry.  To be honest, at times this place can feel like an admissions “think ...

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Categories: Blogs, Outside Resources, Research, Uncategorized, Xpert Summit

XpertTip No. 88: Cars and college

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Here at TargetX, we’re big fans of car shopping.

Mind you I didn’t say car buying (hey, we all know a career in higher ed doesn’t quite lend itself to such expensive hobbies;) But the process of searching and shopping for a car offers more than a few recruitment marketing insights.

Think about it — there are interesting parallels to be drawn between the process of selecting the right car and a choosing a “best-fit” college.

First off, we all go into the process with preconceived notions based on our personal experiences and what we’ve heard from friends and family.

Before we knew to call it “word of mouth marketing,” many of us began forming product opinions at a very early age. We ...

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Categories: Misc., Outside Resources, Research, Your Website

XpertTip No.86: Chiefs, chefs and eManagers

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Last week’s tip touched on the hot topic of adding a staff member to handle interactive and social media efforts for admissions.

I was glad to see my client and friend Nikki Chun from the University of Miami join the discussion. As Miami’s “eManager,” Nikki has a fair amount of experience in this type of role. She shared a bit of what she does and how she came to be queen of all things “e” for the Hurricanes.

In her post, Nikki wrote: “I actually wonder if my job will be kind of obsolete in about five years. If things keep going in this direction, everyone on the admission staff could be an eManager in some way, shape or form.”

It’s a great ...

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Categories: Communication Plans, Millennials, Misc., Outside Resources, Research, Social Media, Social Networking, Uncategorized

XpertTip No. 85: Is your plate too full?

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Last year, my “Thanksgiving week tip” featured ideas for getting noticed and keeping content relevant throughout the holidays.

I received tons of great feedback, but I also kept hearing “I wish I could do things like this — I just don’t have the resources to get it done!”

It’s a concern I hear pretty often. The new generation of recruiting tools and online services have only added to an already lengthy to-do list — and for many it can be intimidating.

Add to that the fact that we haven’t really “taken away” from the traditional mix of recruitment activities like high school visits, letters, viewbooks, etc.

The result is a plate so full that deans and directors are left struggling ...

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Categories: Misc., Research, Social Media, Uncategorized

XpertTip No. 73: The Gen-X Parent

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My colleague Jeff Kallay and I spent last Friday on campus at Philadelphia University, where we helped the “Rambassadors” prepare for another semester on the front lines of the campus visit.

At lunch, we got to talking with our clients Christine Greb and Kathy Kissane about what to expect on campus tours this year.

Our response? “Different parents.”

We were referring to the fact that the parents of visiting prospects are beginning to shift from “Boomers” to “X-ers,” and that with this shift comes a whole new set of values and expectations.

Jeered as the “Baby Bust,” members of Generation X were born roughly between 1965 and 1980. These “latchkey kids” are marked by the emergence of working moms and the prevalence of divorce. ...

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Categories: Millennials, Parents, Research, Uncategorized

XpertTip No. 70: The blog research you've been waiting for

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Brad Ward writes for a great blog called SquaredPeg (which you should all subscribe to if you don’t already).

His latest post points to some fantastic student blog research done by Karen Sines Rudolph, Coordinator of Public Information at McLennan Community College.

Her research examined 2,471 blog posts from 349 individual bloggers at 92 institutions during the 2005-2006 school year. Now that’s a mouthful.

It’s the kind of stuff we all dream of doing “as soon as we find the time…”

For those of you managing student blog initiatives (or even thinking about it) — get over there and download the study now!

Brad was kind enough to pull a few “teasers” from the research if you need ...

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Categories: Blogs, Research, Uncategorized

XpertTip No. 68: Tweet this

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Excuse the shameless self-promotion — but do you read Brian Niles’ blog?

One of his recent posts announces his foray into the world of Twitter.

For those of you who have tried numerous times to wrap your mind around the concept (only to end up feeling more confused), perhaps his real-life example will help.

Brian offers readers a little peak into his world via frequent posts of 140 characters or less. It’s called “micro-blogging,” and plenty of people are paying attention.

Our own Ray Ulmer even did an Email Minute on it back in May.

It’s clear the TargetX team gets pretty excited about how these technologies could change the way we build relationships with students.

When it comes down ...

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Categories: Blogs, Misc., Outside Resources, Research, Social Media, Uncategorized

XpertTip No. 57: An experienced resource

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Clients are always asking me if I miss working in Admissions.

I can honestly say that there are times in the cycle when I think back fondly and get a little nostalgic. This week, however, is not one of those times;)

It seems life in the old Office of Admissions has gotten pretty complicated — especially when tasked with recruiting a generation who admittedly doesn’t want to be marketed to.

Since I know you’re all strapped for time this week, I’m going to provide more of a “reminder” than a full-fledged tip. My suggestion? Don’t forget we’re here to help.

I’m sure you already know this, but the team here at TargetX is pretty darned experienced. I think at one time the tally was ...

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Categories: Client Concierge, eXpressSUITE, Misc., Research, Workshops and Events

XpertTip No. 54: Is your website working?

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Research shows that 84% of students are using the college’s website most heavily in their college search (Eduventures, 2007).

These days, you can’t deny the importance of investing heavily in your school’s web presence.

But tracking the return on your website investment isn’t easy; comparatively it can make filing your taxes seem simple and straightforward.

While tools like Google Analytics and WebTrends can help, page visits and click-throughs only tell us part of the story.

Sometimes anecdotal feedback can help fill in the blanks when it comes to the effectiveness of your website. Are you asking for it?

Here are a few opportunities you may be missing to invite feedback:

  • Provide a link right on the page for visitors to comment and/or make content requests.
  • Ask visiting ...
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Categories: Data, Research, Tracking, Uncategorized, Web Traffic, Your Website

XpertTip No. 52: Don't be an ostrich

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That’s right — you read the headline correctly.

These days, too many of us are ostriches; hiding our heads in the sand and pretending that viewbooks and emails are the only messages getting out about our schools.

The truth is, “the message” doesn’t just come from you anymore. Web 2.0 and the social web have turned traditional marketing messages into a conversation that can’t be controlled.

And that conversation is going on right now. Even as you read this tip, someone is posting a question to College Confidential, joining a Facebook group, or writing their own blog about an experience on your campus (not to mention talking to friends, neighbors, etc).

As a perfect medium for leveraging the collective wisdom ...

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Categories: Misc., Research, Summer Projects, Web Traffic, Your Website

Xpert Tip No. 50: Access Xpert Summit content

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“How are you motivating your bloggers?” “Can you give me some examples of great email messages?” “We are finally ready to setup our social network!”

“How do you handle moving data?” “What does Jeff Kallay do as part of a campus visit audit?” “Where can I learn more about SRM and Banner integration?”

No, the XpertTip hasn’t gone haywire — these quotes were all overheard last Thursday at the 2008 Xpert Summit.

The event was a huge success, with 97 clients from all over the country joining us for our very first users group meeting.

As promised, we have made content from the Xpert Summit available as part of a private group on the TargetX Knowledge Center.

To access exclusive Xpert Summit content, ...

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Categories: Best Practice Documents, Client Concierge, Email, Email Campaign Ideas, eXpressNet, eXpressSUITE, Research, Social Networking, Student Search, Workshops and Events, Your Website

XpertTip No. 48: Introducing the new Knowledge Center

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This week, I have the privilege of announcing our brand new Knowledge Center!

If you’ve visited our Knowledge Center in the past, you know it’s the place on our website to access our blogs and podcast: An Email Minute, The Recruiting Revolution, The Experience Evangelist — and this little project of mine called the XpertTip;)

We’ve also traditionally included recommended readings, research studies, books, magazines and other great resources from some of the brightest brains in marketing and higher ed.

Well, we’re not changing any of that. But we are enhancing it quite a bit. We’ve created the new Knowledge Center as a social network so you can easily connect with us (and vice versa).

So here’s your assignment: head ...

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Categories: Client Concierge, eXpressNet, Invitations and Reminders, Misc., Outside Resources, Research, Social Networking, Workshops and Events

XpertTip No. 44: Vote for your favorite topics

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It’s true — here at TargetX, we love to dish the knowledge. We’re deeply passionate about the industry we serve and are always looking for ways to deliver the most thought-provoking and useful content at our workshops.

That’s why we need your help.

Today I’d like to ask you, the folks on the front lines of admissions marketing, to tell us what you need most. We’d love to know what you’re most interested in learning — and what you’re not hearing anywhere else.

As part of this quick survey (it will only take a minute), we’d also like your feedback on what we think are the most important emerging topics in admissions marketing today.

With your input, we can create the kind ...

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Categories: Research, Surveys, Workshops and Events

XpertTip No. 29: Beyond student bloggers

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The student blogger “boom” has changed the landscape of college websites.

As a medium for telling authentic stories about students living the ultimate experience (college), blogs have lent a credibility that brochures and viewbooks simply can’t.

Have you ever thought about looking beyond the student body to hire bloggers?

If you don’t know him already, Bob Johnson has been a marketing champion in college admissions for years. In recent months, he’s been paying particular attention to blogs.

More specifically, Bob has been following those schools with faculty, admissions directors, even university presidents getting in on the action.

Check out more information on faculty bloggers on his “Higher Education Marketing Link of the Week.” While you’re there, sign up if you don’t already ...

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Categories: Blogs, Outside Resources, Research

XpertTip No. 19: Get more out of TargetX

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Today I’m writing from the road with a tip for getting the most out of your TargetX products and services.

I’m sitting here at the eduWEB Conference in Baltimore after returning from our inaugural InstituteNEXT in Chicago. While at the Institute, I had an opportunity to catch up with Pete Brown of California Lutheran University — longtime friend of TargetX and one heckuva fun guy (yes, I promised him I would say that). Along the way, Pete and I took a few minutes to chat about California Lutheran’s account, how they are using our tools and what they could be doing better.

My conversations with Pete combined with my hotel stays have me thinking about the role of a ...

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Categories: Best Practice Documents, Client Concierge, Email, Email Campaign Ideas, Research

XpertTip No. 12: A case for IM

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It’s official. “IM speak” has hit the mainstream. Perhaps you’ve encountered its close cousin, “Text speak,” whose recent role in a popular Cingular commercial serves as an incontrovertible sign of the times. Don’t know what I’m referring to? Just ask your BFF, Jill;)

Now let me admit that I am one of the first to cringe at the sound of the English language so blatantly bastardized. Alas, this is not the place to debate the pitfalls of instant messaging and deteriorating grammar skills. I’ll leave that to the scholars.

For our purposes, it helps to understand that IM is a very distinct form of communication, and as such has its own standard practices and abbreviations (much like shorthand). It is ...

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Categories: IM, Millennials, Research, Uncategorized