- 1. Using Technology &Multi-Media to Market Applied Online
Graduate Programs EISTA June29, 2008 Dr. Greg Williams
2. Dr. Greg Williams
- Director & Clinical Assistant Professor
3. Agenda & Overview 4. Your Expectations? 5. Case
StudyFacts
- Univ. Maryland, Baltimore County
- Instructional Design grad program
6. Program Enrollment FY 2004 771 Credit HoursFY 2008 1239
Credit Hours 2004 2008increase of 60% 7. Todays Consumer
- Search using tools they know
- Think like adult learners
8. Marketing Shift 9. Marketing Shift
- Control from advertiserstoconsumers
- Sketchy resultstomeasurable results
- Limited Internet accesstowidespread
- Few media toolstomany tools
- Traditional adstoInternet
10. Typical Marketing Approach (graduate program)
- Stale ideas (e.g. open house)
- Program & services not evaluated
- Ineffective inquiry mgt & follow-up
- Passive use of technology
- Little engagement of enquirers
11. Integrated Marketing
- Opposite of university approach
- Goal to make selling superfluous
12. Integrated Approach
13. Position Statement
- What do you offer that others dont?
- Why should people associate with you?
14. AnalysisResults
- Students, alums, employers liked program
15. AnalysisResults (contd)
- Poor sales function & inquiry mgt.
- Traditional ads, little tracking
- PR was at university level, not program
16. What Didnt Work in Past
17. Were Having Cookies! 18. Focus on ContentCustomer Needs
- Is your content meaningful?
- Is your message reinforced?
19. What Did OurCustomers Want?
- Professional development info
- Answers to their job situation
- How will program help me?
20. My Approach
- Technology as communication
- Interactive communication
- Career content & services
21. Action Plan
- Biggest impact on enrollment?
22. No Silver Bullet 23. TechnologyNot a Universal Solution
- Evaluate, ease of use, cost
- Then select appropriate tool
24. Marketing & Technology
- Needs assessment online surveys
- Marketing research online research
- Product (program) instructional technology
- Distribution started online option
- Advertising Google Adwords, etc
- Public relations YouTube, iTunes Univ.
25. Program Improvements
- Course names & descriptions
- Improve instructional technology
26. Service Improvements
27. Inquiry Management
28. Communication Plan
- Professional Associations
29. Technology Tools
30. 31. 32. 33. 34. 35. Google AdWords
- Google search biggest inquirysource method
36. Google AdWords Benefits
- measurable & immediate results
- Integrate with other marketing
37. 38. 39. 40. 41. Apples iTunes University
42. 43. 44. YouTube
- How we use it, e.g. events
45. 46. 47. Communication Reinforcement
- Services, career help, jobs ads
- Professional associations
- Faculty presentations & conferences
48. ResultsFY2004 771 Credit HoursFY2008 1,239 Credit Hours
FY2004 FY2008increase of 60% 49. Lessons Learned
- Integrated marketing approach
- Position statement & differentiation
- Technology is not a savior
- Little things make a difference
50. Lessons Learned
- Integrated marketing approach
- Position statement & differentiation
- Technology is not a savior
- Little things make a difference
51. 52. Dr. Greg Williams
- Director & Clinical Assistant Professor
53.