American Association College Registrars Admissions Officers (AACRAO) Presentation 2008

From Inquiries to Alumni: Using Affordable Technology & Creative Marketing to Recruit

& Retain Students

AACRAO Technology ConferenceAACRAO Technology Conference

July 12, 2008 July 12, 2008

Greg Williams, Ed.D.Greg Williams, Ed.D.

Greg Williams, Ed.D.Greg Williams, Ed.D.

• Director & Clinical Assistant Professor

• Univ. of Maryland• gregw@umbc.edu• www.gregwilliams.net

Case Study Facts Facts

• Univ. Maryland, Baltimore County• Instructional Design & eLearning Graduate program • Enrollment declining• One year to improve• Staff of one

Program Enrollment

FY 2003 – 1,035 Credit Hours

FY 2004 – 771 Credit Hours

FY 2008 – 1,239 Credit Hours

2004 – 2008 increase of 60%

Today’s Consumer

• Search when they need to• They are in control• Little time to spend• Fast paced lifestyle• Search using tools they know• Think like “adult learners”

Marketing Shift

Marketing Shift

• Mass media to customized• Control from advertisers to consumers• Sketchy results to measurable results• Limited Internet access to widespread• Few media tools to many tools• Traditional ads to Internet

Typical Marketing Approach (graduate program)(graduate program)

• Stale ideas (e.g. open house)• Mostly advertising• Program & services not evaluated• Ineffective inquiry mgt & follow-up• Passive use of technology• Little engagement of inquirers

Comprehensive Approach

• Needs assessment• Marketing research• Product development• Pricing • Distribution• Selling• Advertising• Public relations

Analysis Results Results

• Need for program• Student & alumni profile• Program quality good• Students, alums, employers liked program• Some new courses needed• Opportunity to go online

Position Statement

• Why are you unique?• Program & services differentiation• Problem you are solving?• What do you offer that others don’t?• Why should people associate with you?

Focus on Customer Needs

• What do they want & when• How do they look for it• Is your content meaningful?• Is your message reinforced?

We’re Having Cookies!

What Did Our Customers Want?

• Career info• Professional development info• Answers to their job situation• How will program help them?• Career counseling

Our Approach

• Comprehensive marketing• Technology as communication

& marketing tool• Build relationships• Interactive communication • Meaningful content• Career content & services

No Silver Bullet

Action Plan

• Biggest impact on enrollment? • Our position statement• Focus on career needs• Use technology to help• Short-tem vs. long term

Program Improvements

• New courses • Course names & descriptions• Applied learning format • Improve instructional technology

Service Improvements

• Admission & registration • Career services• Online services, e.g. library• Response time

Inquiry Management

• Methods of inquiry• Greg’s role• System we inherited• How it was used in past• New approach

Communication Plan

• Current students• Program alumni• Internal audience• Employers• Professional Associations

Technology Not a Universal Solution

• Define need first• Identify possible tools• Evaluate, ease of use, cost• Then select appropriate tool

Technology Tools

• Searchable content• Google Adwords• Website• YouTube• iTunes university

Google AdWords

• What is it?• Key word search• Google search – biggest inquiry source method• Reporting function

Google AdWords Benefits

• Familiar technology • Searchable content• Scalable, control costs• measurable & immediate results• Integrate with other marketing

Apple’s iTunes University

• What is it?• Familiar technology• Searchable content • How we use it• Reinforces message• Free

YouTube

• How we use it • Searchable content• Familiar technology • How we use it, e.g. events• Reinforces message• Free

Communication Reinforcement

• Website• Events• Services, career help, jobs ads• Employer services• Professional associations• Faculty presentations & conferences

Results

FY2004 – 771 Credit Hours

FY2008 – 1,239 Credit Hours

FY2004 – FY2008 increase of 60%

Lessons Learned

• Comprehensive marketing approach• Searchable content, meaningful content• Position statement & differentiation• Technology is not a savior• Services make a difference• Relationships matter• No overnight success

Greg Williams, Ed.D.Greg Williams, Ed.D.

• Director & Clinical Assistant Professor

• Univ. of Maryland• gregw@umbc.edu• www.gregwilliams.net