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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

Be more social, be more…corporate?

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Corporate websites need to make an effort to be more social — does yours?

A recent blog entry from Hubspot.com says corporate websites are guilty of producing boring content. “These sites end up being a time and financial drain without delivering the appropriate value to current and potential customers.” Sound familiar?

If you have heard comments like this around your campus or by prospective students, then you should sit down with others and reevaluate your site’s priorities. Hubspot’s suggestion: “Four Ways to Make Your Corporate Website More Social.”

Focused on engaging customers and empowering them to share with others, Hubspot suggests a level of interaction between the customers and the organization that does not exist when the website spews one-way messages.

While the article ...

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Categories: College Recruiting, Communication, Communication Plans, Online Experiences, Social Media, Social Networking, Summer Projects, Web Traffic, Websites, Your Website

XpertTip No. 154: Freeze the melt

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Well, folks — the results are in.

May 1, 2010 may be visible only from the rear-view mirror, but we’re hearing that most of you are still in full-on “recruitment mode.”

Has it really happened?  Has “May-one” officially become “June-one” (or even “July-one?”)

From my recent discussions, many of you are still brainstorming ways to get this year’s incoming class to respond, register, sign up for an orientation session, etc. — all of the quote-unquote “normal” action steps for the newest members of your campus community.

Except it seems like this year’s brood is a little late to the game in many respects.

Others among you are feeling the effects of what happens when the “big-name” school down the road decides it’s time to hit ...

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Categories: Communication Plans, Student Yield, Summer Projects

XpertTip No. 111: Summer planning checklist

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It’s that time of year again — spring cleaning has blossomed into full-blown summer planning.  And we all know fall will be here quicker than you can say “college fair.”

To help you make the most of this much-needed planning time, here’s a quick list of TargetX-related “stuff” it’s time to refresh:

  • Email letterheads/html templates
  • Email communication plan(s)*
  • Email content (for messages you know you’ll be sending, like open house invitations, incomplete app reminders, etc.)
  • Fall chat schedule
  • Fall event information
  • Blogs/bloggers
  • Social network content (ongoing)
  • Campus visit:  check/update directions to campus, website info, train tour guides, monitor feedback, reappropriate staff/budget, etc.
  • “Student Search” plans
  • Any web content related to the items above

Have lots of summer help?  Revisit the “Summer Projects for Student Workers” tip for another list that’s ...

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Categories: Communication Plans, Summer Projects

XpertTip No. 91: Get connected in '09

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December always brings a bit of upheaval to my daily routine.

With all of the additional commitments and responsibilities that come with the holidays, it becomes so easy to skip working out, eat and drink too much, sleep way too little and let some of those “non-essential” work tasks fall by the wayside.

I know that for me, one of the things that suffers most is my attention to “research.”  I put off reading articles, blog posts, Twitter, Facebook, etc.; opting to revel in my non-connectedness for as long as possible and enjoy the simple (a.k.a. “offline”) life.

But alas — it’s my job to keep up with all of the craziness and keep you informed — and I do quite enjoy it.  ...

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Categories: Blogs, Summer Projects, Twitter, Uncategorized, Xpert Summit

Xpert Tip No.77: There's got to be a better way

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Well folks, put another NACAC Conference in the books.

Seattle stood out to me as one of the best cities — with great sessions, great venues and lots of smart people.

For me, the only bad part about it was the trip home.

My colleagues and I experienced one of those fifteen-hour travel days, courtesy of weather delays that make it really tough to handle the already exasperating airline experience.

If you travel often, you know what I mean. I’ve found that every step in the process, from booking to boarding, has me repeating the same mantra: “There’s got to be a better way.”

I decided to make use of my time to catch up with Seth’s blog (one of my favorites). To ...

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Categories: Lists, Misc., NACAC, Summer Projects, Surveys, Workshops and Events, Your Website

XpertTip No. 74: The dreaded phrase

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Are you using the dreaded phrase?

Today I’d like each of you to look through your email library to see if you begin any messages with a certain phrase — a phrase I believe should be stricken from the lexicon of admissions marketing.

That phrase? “If you haven’t already visited campus.”

I’ve seen it often; a veiled “time saver” that ensures you won’t leave anyone out as you introduce the body of your message.

But what it really does is announce that you have no idea who you are writing to — a veritable “no-no” for any type of media.

Beginning a message by making it clear that you don’t know if that person has visited reeks of the mass marketing practices of days passed.

More ...

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Categories: Client Concierge, Email, Email Campaign Ideas, Followup, Invitations and Reminders, Summer Projects

XpertTip No. 71: What guidance counselors want

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Two of my best friends and college roommates are high school guidance counselors.

When they aren’t working with students on the college selection process (or wearing one of the myriad other hats that come with the counselor gig), they rely heavily on technology to keep up with their personal lives.

They text message, share YouTube videos and post to photo-sharing sites. And they’re on Facebook. A lot.

Is this your image of the school counselor? If it isn’t, perhaps the way we communicate with prospects isn’t the only thing that needs to change.

Modern guidance offices want what we all want — a better way to keep up. That means making it easier for them to stay updated on important things like new ...

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Categories: Blogs, Chat, Communication Plans, Email, Email Campaign Ideas, eXpressNet, Invitations and Reminders, Lists, Misc., Summer Projects, Uncategorized

XpertTip No. 63: The 4 M's of Communication Plans

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“Have a plan. Follow the plan, and you’ll be surprised at how successful you can be. Most people don’t have a plan. That’s why it’s easy to beat most folks.”
-Paul “Bear” Bryant, football coach, University of Alabama’s Crimson Tide

You’d be amazed at the number of quotes on planning I had to wade through to find this one (I desperately wanted to spare you from the old “failure to plan is planning to fail” mantra;)

But tired cliches aside — the importance of having a plan is so fundamental that pundits and poets alike have been writing about it for centuries.

If you’re looking to create or revise your communication plan, it helps to start with the basics. I’ve put ...

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Categories: Communication Plans, Lists, Summer Projects, Uncategorized

XpertTip No. 60: Social networks combat summer melt

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“You just don’t know for sure whether students are coming until you see the whites of their eyes and their butts in the seats.”

The May issue of Lawlor Focus addresses a dreaded phenomenon in the “battle” for enrolled students: summer melt.

The newsletter outlined some of the major factors influencing decisions these days, including economic instability, student loan woes and the much-talked-about “wait-list shuffle.”

Their recommendation for those of you seeking to “minimize the melt” this summer? “Stay in touch with your prospects.”

I’d add that social networks take “staying in touch” to the next level; providing dynamic, interactive opportunities for prospects to make connections with you and each other.

Have you considered the power of social networking to combat summer melt?

Online ...

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Categories: eXpressNet, Millennials, Social Networking, Summer Projects, Web Traffic, Your Website

XpertTip No. 59: Don't call attention to it

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Over lunch the other day, TargetX CEO Brian Niles and I were chit-chatting about blogs (yes folks, lunch here can get pretty exciting;)

As he is prone to do over Wawa shorties, Brian mentioned something that I thought would make a great tip.

He said: “You know what strikes me as weird? When someone starts a blog post with ‘Sorry it’s been so long since my last post.’ I probably wouldn’t have noticed if they hadn’t pointed that out to me.”

It’s true that failing to post regularly can be blog suicide. So why clue readers in to the fact that you’ve been less than diligent when it comes to publishing?

Reminding readers that you’ve been a slacker only calls more attention to it ...

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Categories: Blogs, Misc., Summer Projects

XpertTip No. 56: What's in your library?

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Just like the car you drive or the magazines you subscribe to, your Email Message Library says a lot about you.

When I review a client’s account, I always begin in the library. It’s the best way for me to get a sense of the quantity, timing and content of your messages all in one place.

I can check out your subject lines, look at html letterheads, see when you modified a message last — heck, I can even tell when you’ve been taxed by other offices to send their messages out.

I’m sure you can imagine my dismay then, when I click over only to be shut out by an empty message library. It’s like trying to give someone a makeover without ...

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Categories: Client Concierge, Email, Summer Projects, Uncategorized

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

XpertTip No. 26: Maximize your Fall travel investment

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Let’s face it folks — admissions travel ain’t cheap. It seems that more and more offices are reducing travel and reallocating their budget money.

For most, however, some travel is inevitable and “hitting the road” is a necessary evil. Given the high cost of recruitment travel, are you doing enough to maximize your investment?

One way to make the most of your travel dollars is to use eXpressEmail to promote your visits.

Whether you’re visiting high school guidance offices or attending college and career fairs, using email to bolster your visits can be highly effective. With a little thought and manipulation of your data, you can send a series of broadcasts announcing a visit from one of your representatives ...

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Categories: Email, Email Campaign Ideas, Fall Travel, Followup, Summer Projects

XpertTip No. 17: Your Fall chat schedule

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I’m sure many of you are busy updating communication plans and planning travel for the Fall. If I may, I’d ask you to take a break from daydreaming about your Marriott points for a moment and allow me to make a suggestion.

If you are incorporating online chats into your recruiting mix, it’s time to put together (or revise) your chat schedule now.

The most common problem I encounter in working with clients on chat initiatives is lack of promotion. Truly effective (and sustainable) chat programs have integrated web, print and email campaigns to drive attendance to these events.

Make sure you set your schedule early and you’ll have plenty of time to promote it! You should be adding it ...

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Categories: Chat, Summer Projects

XpertTip No.14: Avoid GIGO — update your database fields

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When it comes to database management, no saying rings truer than “garbage in garbage out” (or “GIGO” as I like to say;)

Avoid GIGO syndrome and take a moment to review the fields in your database this summer. Are they accurate and current? Do you have extra fields that you never use for sending email? Keeping a tight list of the specific fields you use will keep your data clean and save time when scheduling your next broadcast.

Don’t forget to update the values for your fields as well. Whether you have a new counselor on staff or a brand new major, make sure these changes are made if they are part of your database structure (and while you’re at it, change ...

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Categories: Data, Database Fields, Summer Projects

XpertTip No. 10: Summer projects for student workers

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For most schools, commencement has culminated and the quads are void of that special life-force that students bring to campus.

Though ample parking and a little peace and quiet can console us for awhile, if you’re like me, it won’t be long till you’re craving that energy on campus again. Thankfully, we have our student workers and interns to keep us company for the next few months. If you’re sitting in the supervisor’s seat, no doubt you are thinking of how to keep them busy in the coming weeks.

Allow your concierge to be of some assistance. Here’s a list of great projects, prepared with your summer staff in mind:

  • Go through the Email Message Library and update/edit text and dates for the ...
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Categories: Campaign Intelligence, Lists, Millennials, Student Workers, Summer Projects