iThink Blog

Measuring online sentiment

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One of the newest marketing challenges is keeping up with your school’s “online chatter” — that is, how your students, prospective students, parents of students and other key groups are treating you on the social web.

“Monitoring and responding to online chatter is becoming more important as customers take to the Internet to voice praise and complaints,” says Sandra Fathi, president of public relations and social media firm Affect. “Today, for almost any company, online sentiment is absolutely critical. It affects their sales, it affects their employee morale, and it definitely affects their customer and prospect base.”

With the nearly religious devotion that young people have for their favorite social networking sites, you know they’re saying a lot about you online — ...

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Take a moment to remember what it's all about

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I love to read.

But it wasn’t always that way.

As a kid I loved car magazines, newspapers and biography/history books. Fiction and literature eluded me. During my first semester at Lee College, I was lucky enough to have Dr. Janet Rahamut for several courses.  She taught me to read with not only my mind, but my heart and soul. She changed my life.

What can you say about your favorite professor? Did they inspire you to think? To justify your thoughts? Did they make you a better student and a better person? That’s what Janet Rahamut did for me. Each time I pick up a book, I say a word of thanks for having been her student.

One book I never would have ...

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Where the Sunset met the Cloud

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Last week, I had the opportunity to attend two conferences, each anchored at opposite ends of the CRM product lifecycle spectrum.

On Wednesday, I drove down to Washington, D.C. for Cloudforce, a regional Salesforce.com conference; on Thursday and Friday, I exhibited and presented at the College Board’s Recruitment PLUS User Group.

Both conferences relied heavily on “environmental” metaphors: Cloudforce, as its name suggests, promoted the future of “cloud” computing, while the College Board conference focused on the “sun-setting” of the Recruitment PLUS CRM.

The tone of Cloudforce could best be described as buoyant.  With projectors illuminating the Salesforce cloud logo on every wall, there was an almost tangible sense of floating among the clouds as participants flitted from room to room: Social networking. ...

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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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Eliminating the phone relay

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Mobile access to the Internet (and in particular, to Customer Relationship Management — CRM) has expanded significantly over the last decade. According to a recent Cisco Visual Networking Index (VNI) forecast, “Last year’s mobile data traffic was three times the size of the entire global Internet in 2000.”

And those numbers are only expected to rise. Cisco’s VNI forecast goes on to predict that by 2015, “There will be 788 million mobile-only Internet users” and, most shockingly, “There are 48 million people in the world who have mobile phones, even though they do not have electricity at home.”

With Internet accessibility reaching beyond even the power-grid itself, colleges and universities are faced with a tremendous opportunity: Embracing mobility allows higher education to ...

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Irresistible subject lines

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For level of scrutiny and intensity of debate, there are few marketing topics that generate as much interest as email subject lines.

Do a quick Google search and you’ll have your choice of over 6 million references — advising you to keep your subject line to 45 characters or less…or be purposefully vague because that intrigues people…or ask a question since that’s sure to draw your reader in. Or not.

A recent subject-line advice column questions conventional wisdom that shorter is better, and backs up the claim with some research results.

Brad Bortone, an editor with online publisher MarketingSherpa, posted an entry to the Marketing Experiments Blog. He reminds readers that most people aren’t looking for a reason to respond to your email; ...

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Trust the Cloud

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As a child, I thought that the people I saw on TV were actually inside my parents’ TV and that the musicians I heard on the radio were actually inside the radio. And why not? When you’re three years old, Occam’s Razor is rule number 1: the simplest solution must be the right one.

I now see similar behavior in my own daughter. We regularly video chat with my sister, who lives out of town. Each time we chat, my daughter inevitably looks behind the thin laptop screen, trying to connect the image on the screen with the reality of our dining room. I imagine she’s thinking, “Ok, I see her from here, but where IS she?”

Recently, a lot of folks ...

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Know your niche and market to nobody

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When I talk with admissions leaders, cabinets, or boards, everyone wants to talk about what separates them from the school up the road. Yet, most schools tend to look and sound like the school up the road.

It seems like schools that are trying to be all things to all people are the schools that are having enrollment challenges. Ambiguity confuses the market place. A university president once asked, “What’s the greatest mistake we can make regarding a campus visit?” My reply was to have a family get in the car at the end of of their time on campus and say, “Nice school, but nothing special.”

Great marketing and positioning might offend. It might not appeal to the masses, but it ...

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Making email mobile

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If you’re like most marketers, you work hard to understand good email design. Then everything changes.

A few years ago, email design needed to adjust to the increasing use of preview panes and to images being blocked by default, says marketing researcher Chad White. Now you have to adjust again — to the wave of HTML-friendly smartphones and the exploding popularity of tablet computers.

“Sales of smartphones that render HTML email well are booming thanks to the iPhone and a mega-slew of Android-powered phones,” he writes in MediaPost’s Email Insider. And contrary to the common belief that email readership is languishing, these smartphones are driving increased use of email — especially among teens.

White offers several recommendations for adjusting your email design to ...

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A CRM Under the Hood

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A few weeks ago, I learned that my Saturn Vue runs on a Honda engine.

Not being a “Car Guy,” I sort of twisted my head and said, “Huh?  Whattya mean it has a Honda Engine?  Doesn’t it have a Saturn engine?”

Nope.  No Saturn engine.  Just a Honda engine.  And actually, a really good one to boot.

It took me a few minutes, however, to get my head around that:  so all this time I’ve been driving a Honda?

Well, sort of.  I mean, most of what I love about my car is very Saturn-y — the interior, the stereo, the controls, the design, the roominess.

But the Honda engine gives my car its power.  It’s what allows me to make those road trips ...

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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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This summer I am going to…

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We are just days away from May 1 or May 2 as it might be this year, so I’d like to ask you a question.

What are you doing this summer?

I know thoughts of waves crashing and fruity frozen drinks with the warm sun shining might be the last things from your mind.  This is crunch time in the world of admissions.  Either you are holding your breath for the dust to settle on your class, or you are still running around trying to figure out how you are going to fill your class by the fall.  Maybe you should keep one eye on this year’s class and start focusing the other on May 2012.

It’s amazing to me how the summer ...

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The Treadmill Trap

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[With apologies to the Corrs...]

When I was in High School, my parents bought a treadmill.

It was sleek and black and had a big important-looking console on it.

It felt powerful.  Like you could lose weight just by being near it.  My parents had big plans for it and bigger dreams for themselves.

My father said, “It’ll be great.  I can watch Seinfeld and lose weight at the same time.”  And my mother: “I don’t have to worry about the cold winter weather, because I can exercise in comfort right here in the basement!”

Just like in a million other homes across America, however, it wasn’t too long before the treadmill was forgotten — relegated to a second life as a glorified laundry rack.  ...

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Capital University's mascot does the chicken dance, GTL and a Jedi Challenge to help yield students

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Seems like almost every college, the media, students, and parents are all stressing about yield and deposits.

But the folks at Capital University are having some fun in all the madness.

Their Mascot Mayhem video site is adding some levity to the “May”hem as deposit time approaches. Accepted students are invited to visit a special URL – www.mascotmayhem.capital.edu – where they can use their student ID number to request Capital University’s mascot, Cappie the Crusader, to “Make Some Mayhem.”

Prospective students have come up with a Jersey-style GTL (Gym, Tan, Laundry) routine, a chicken dance, and a Jedi challenge.  The mascot goes out on campus (revealing more of the campus and community) and a quick video is made of the ...

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Helicopter Grandparents

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If you’re still hosting an event called “Parents Weekend,” you’re behind the times. The Washington Post’s Jenna Johnson suggests you recognize a growing force in the college-choice process: Grandparents.

Increasingly, admissions staff at Marymount University are finding themselves entertaining grandparents who aren’t up for the walking tours of campus, writes Johnson in her higher ed blog.

“I have never seen so many grandmothers,” said Michael Canfield, director of admissions at the Virginia school. “In many families, higher education has become a core value, so the families are congregating around it.”

What’s happening at Marymount reflects a trend that is prompting many campuses to change “Parents Weekend” to “Family Weekend,” writes Johnson, whose coverage of higher education for the Post includes frequent contributions to ...

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Heading to a conference? Here are six tips to maximize ROI.

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It’s admissions conference season!

This week I’ll be at OACAC with my colleague Adrienne Bartlett while our colleagues Trent Gilbert and Emily Welsh are at SACAC and Kevin Corr is at GPACAC.

Whether you’re attending, exhibiting or presenting the cost of participating at a conference is significant, and with budgets the way they are many of you are attending less and conferences.

Be sure to have a plan to maximize your conference ROI. Along with attending sessions featuring TargetX educators and stopping by our exhibits, here are six tips for earning a better return on any conference investment:

1. Be where you are.
2. Don’t feel pressured to do it all.
3. Figure out your balance.
4. Keep up with the buzz.
5. Dial ...

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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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College for colleges

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There’s a good chance you’ve heard some of them present at a conference or workshop on student recruiting. And if you have, you probably noticed the room was packed and the energy level high.

Adrienne Bartlett noticed, especially when people approached her after her sessions and remarked that she and her colleagues at TargetX consistently give the most informative and entertaining presentations. She began to realize that TargetX is viewed as more than a technology provider, more than a source of admissions consulting. “First and foremost, we’re educators,” she says. “People rely on us for our industry expertise — our webcasts, weekly tips and trends, workshops, conference presentations.

“All of that expertise goes into our products and services, of course, but it ...

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CRM Multi-tenancy and life in Scranton, PA

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When I first started in Admissions, I lived in an apartment a few blocks from campus in good ol’ Scranton, PA.  I had a short commute (a 5 minute walk to work) and quiet neighbors, but because my apartment was carved out of an old house, there weren’t a lot of other fringe benefits.

Across town, my colleague, Adrienne Bartlett (who also started her illustrious career with me in Admissions), lived in a sleek apartment complex.  Adrienne’s rent was less than mine and she had on-site laundry, an in-ground pool, workout facilities, and — best of all — included cable!

The staff on-hand at Adrienne’s complex would mow the lawns, shovel the parking lot, clean the pool, and replace the workout machines.  ...

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Yield from all angles

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As you focus on yield this spring, hopefully you are keeping students engaged in every way possible: in print, in person, over the phone and online.

In his most recent blog post, Michael Fauscette explains the importance of engaging customers on Facebook. “Moving from a transactional relationship to one of trust and engagement is fundamentally about the customer experience. Positive or negative — experience trumps everything else.”

Fauscette developed a best practice list for companies that can be easily translated to help build relationships with your accepted (and excited) students.

Some of his tips include:

Make your page interactive. Ask questions, post frequently and make it a place students want to go.

Personal connections are powerful; personalize posts with “real” humans. Videos or posts from ...

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Building better tour guides

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Be careful, warns U.S. News reporter Jackie Mantey to college-bound students, your campus tours may be led by guides who “decided pointing at landmarks would be a better job than flipping burgers for food services” and who rely on “a word-for-word recitation of the school’s brochure.”

As news media have increasingly focused on the critical role of campus visits in the college selection process, student guides who lead the tours have gotten a lot of press — and not all of it good.

“There seems to be this assumption that tour guides are paid to say exactly what the schools want,” says campus visit expert Emily Welsh. “Parents especially seem surprised that many student guides are volunteers and their schools are not ...

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A parent's perspective

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As admissions professionals, we become so close to the application process that we need to listen to the outside perspective.

We get just that, in Andrew Ferguson’s new book, Crazy U: One Dad’s Crash Course in Getting His Kid into College. Ferguson, an accomplished writer (and father of a college-bound student), documents his family’s journey through the admissions process.

Ferguson speaks candidly about topics such as writing college essays, visiting web forums for information on schools, and the competitive nature between parents in the application process.

The author discusses the topic of the over-involved parent in the admissions process; and explains how this was the case for his family. In an online interview with “Campus Overload Live,” he addresses a question related to ...

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Roadtrip to Shanghai

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Have you scheduled your Mandarin lessons? With all the buzz about American colleges recruiting in China, you might want to think about it.

Santa Clara University is wasting no time tapping into an educational pipeline that delivered more than 40,000 undergraduates to U.S. colleges in the 2009-10 academic year, according to the San Jose Mercury News. That was a 46 percent increase over the previous year, and future results promise to be even more dramatic.

“We’re extending our arms,” says Santa Clara admissions director Michael Sexton, who recently completed the school’s first recruitment tour in five Chinese cities and oversaw production of a recruiting brochure — written in Chinese. “There is untapped potential.”

There are several reasons for that potential, writes reporter Lisa ...

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Social media sins forgiven

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If social media isn’t a priority in your marketing mix, what’s stopping you? Many admissions professionals say it’s the fear of the unknown, lack of control, or saying something “wrong.”

Some colleges shy away from actively posting and responding to prospective students’ questions, because they imagine a social media “mistake” equates to the worst-case scenario. But maybe the outcome might not be so bad after all. Kenneth Cole learned that lesson a few weeks ago.

Advertising Age featured a story by Rupaul Parekh, “The Seven Stages in the Life Cycle of a Social Media Sin,” where an ill-conceived tweet (by Kenneth Cole himself) was unleashed into Twitter and fans and followers responded.

“While some out there are dubbing blunders like the one Kenneth ...

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Girl Scouts Are Using Them. What About You?

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As we’re approaching the time to convert applicants to deposited and enrolled students, everyone is thinking about yield.

Each yield communication and event should have a purpose and a call to action; it should take you to the next step.

Many of you will be hosting events for students who have applied and have you near the top of their list. While you’ll roll out the red carpet, gussy up the campus, serve better-than-average food, and have a meet and greet with your president, do you have a plan of action to get the students to take the next step?

These events are about garnering the deposit, so why not take a cue from Girl Scouts? They are selling cookies to countless small ...

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