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Presentation given at the Northeastern Association of Graduate Schools in NYC
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Best Practicesin Graduate Enrollment Management
Millennials +the Internet =_________ ???
GI Generation (83-106)Silent Generation (65-82)Baby-Boomers (47-64)Generation X (26-46)
Millennials (4-25)New Silent Generation (0-3)
When Will the Millennials Arrive?
Born in 1982 Next Generation Rising
Graduate
College
High School
Elementary School
Boomer Parents GenX Parents
Millennial TraitsTeam-Oriented, Pragmatic, Conservative
Raised with a Mouse in their HandsSet and Reach High Standards
Closer to their Parents than Previous Generations
The Most Protected Generation.
Traditional 1.0 RecruitingPrint a Catalog and They Will Come.
Open House Events, Educational Supplement Ads,
Outdoor Advertising, Corporate Fairs, etc.
0.0 1.0 1.5 2.0
Recruiting Revolutions
In the Beginning
Admissions as Paper-Processing
Department
Graduate Enrollment Growth
Aggressive Marketing CampaignsViewbooks, Catalogs, Search Pieces
Extensive Counselor Travel
The Internet
College WebsitesOnline Apps
Email CampaignsOnline Chats
Today
Web 2.0
Sharing & ConnectingWeb 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
When Megan Gill broke up with her boyfriend in November, it wasn’t easy, but she gritted her teeth and did the inevitable: she changed her
relationship status on her Facebook page.
Time Magazine, January 1, 2007
ProsumerProducers & Consumer
Content Creators
Social Advertising
Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
FemalesMales
Top 10 Web Sites Ages 17-25Youth Trends and eMarketer.com, October 2006
64%Prefer Website vs. Brochures
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
63%Prefer Email vs. Direct Mail
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
Activity Do WantFinancial Aid Estimator 27% 93%Request Campus Visit 18% 80%Completed RSVP Form 20% 77%Emailed Current Student 13% 71%Read Faculty Blog 16% 72%IM with Admissions 13% 68%Read Student Blog 19% 66%Downloaded Podcast 6% 41%Downloaded Video Podcast 6% 38%Online Chat Event 11% 35%
College Website Activity Discrepancies
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
71%of Prospective Graduate Students use Instant Messaging
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
TakeawayPreference for Electronic Communication
Want Details on Cost and Financial Aid
Desire to Connect with Students and Faculty
Use “New” Communication Tools (Blog & IM)
Recruiting 2.0You are no longer in control
of the conversation.
who, when, what & how
Stories not Stats.People not Programs.
Tell Better StoriesStories not Stats. People not Programs.
Must be real, unique and recent.
Let “them” tell the story!
Can’t be authentic & have editorial control
64%Believe Advertising is “Dishonest” or “Unrealistic”
Consumers 18-65 years old, Ad Age 2006
True IntegrationIn Print > Online > In Person
It’s About Making Authentic Connections.
Stage Authentic ExperiencesRecreate Campus Visits, Receptions and Events
Make them Memorable. Make them Interesting.
Make them Authentic!!
Set the Expectations. Understand Visitor’s Needs.
Customize the Visit When Possible.
Eliminate Negative Cues - Now!
You must design the customer experience or the customer
will design it for you.
Tom Peters
Today the most important conversation
is not the marketing monologue but
the dialogue between your audience.
You can no longer talk at.
You must talk with.
Transparency
Differentiation
Connections
Stories
Profiles
Rethink the BudgetDistribution Print vs. Web, On-Campus vs. Off
Stop the “have to” Activities
Focus on what WILL work - Not what ALWAYS worked
Doesn’t necessarily mean additional funding
Embrace ParentsCollect their Email Address
Collect their Name too!
Have a parent communication plan
Involve them in on-campus events
Host them in online chats, blogs, etc.
Let go.Remember, you’re not in control.
Remember, they don’t trust marketers.
Remember, they are talking about you anyways.
Remember, they want to figure out the truth.
Remember, their parents are talking about you too.
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