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1.No such thing as a silver bullet
2.Demographics of our samples
3.Myths and realities
4. (Plenty of) discussion & comments
3
@GilRogers @mStonerVT #ACTEPC
If we don’t adopt
(y technology) right
now, we soon won’t
be able to recruit
students.
5
1. Prospects hang on admission officer’s every word.
2. The higher your institution’s ranking, the more impressed teens are.
3. Social media is an awesome channel for engaging teens who don’t know our institution.
4. Admission officers don’t understand how teens use their phones.
5. Search works. Really.
6. Teens regard print as a vital source of information about colleges.
7. Facebook is dead to teens.
8. Teens love it when you contact them via a social channel.10
@GilRogers @mStonerVT #ACTEPC
And you think they do!
teens value a conversation with admission officers at a college…
before deciding to apply
after deciding to apply after applying after being
accepted
71% 79% 77% 72%
12
@GilRogers @mStonerVT #ACTEPC
What they say
75%said college fairs are not that influential in deciding where to apply
66%said college reps visiting their school were not that influential
Only 45% of teens value a conversation with admission offices at a college.
13
@GilRogers @mStonerVT #ACTEPC
Teens pay attention to
• Gut feeling about campus & students: 79% • The tour: 78% • Student tour guide: 71% • Admission officer’s presentation: 45% • Organized meeting w/current students: 40% • Sitting in on a class: 28% • Overnight stay: 29% • Athletic event: 24%
14
@GilRogers @mStonerVT #ACTEPC
The higher your
institution’s ranking,
the more impressed
teens are!
16
@GilRogers @mStonerVT #ACTEPC
You say it’s important!teens check US News & value your ranking …
before deciding to apply
after deciding to apply after applying after being
accepted
72% 20% 14% 11%
17
@GilRogers @mStonerVT #ACTEPC
What teens say …
⅔ indicate rankings are extremely useful when researching colleges
77%say that rankings are an influential when deciding where to enroll
16%
18
@GilRogers @mStonerVT #ACTEPC
Social media is an
awesome channel
for engaging teens
who don’t know
our institution.
19
@GilRogers @mStonerVT #ACTEPC
never heard of heard of, not considered
email 18% 29%
phone call 12% 23%
social media 30% 26%
brochures 12% 5%
pamphlets 21% 7%
text messages 4% 5%
virtual event 4% 5%
You think it is!
20
@GilRogers @mStonerVT #ACTEPC
But teens said …
4%prefer social as the first point of contact
Half of them use official social media for the college they’ve applied to. But:
They use official social media as an information source that informs their decisions. They prefer to engage with current students. Not with you. (Sorry).
21
@GilRogers @mStonerVT #ACTEPC
And,
70%
say that social media conversation influences their decision about where to enroll
research decide where to enroll
Facebook 10% 33%Twitter 4% 15%
YouTube 7% 8%Instagram 5% 15%Snapchat 3% 7%
22
@GilRogers @mStonerVT #ACTEPC
In reality, you do know!
73%of admission professionals say teens primarily use smartphones to research colleges
24
@GilRogers @mStonerVT #ACTEPC
you teens
visited a college website using a mobile browser 87% 81%
texted w/ a college rep 65% 14%
took a virtual tour 73% 33%
submitted an application 50% 35%
scheduled a campus visit 83% 40%
asked questions on social media 74% 13%
live chat with a college rep 36% 7%
You said, they said …
25
@GilRogers @mStonerVT #ACTEPC
You believe …
… that communications from colleges that teens hadn’t previously heard about will have some influence on their decision to apply to those colleges.
27
@GilRogers @mStonerVT #ACTEPC
In fact, you say
73% believe it will have “some effect.”
23%
believe it will have a “big effect” and that reaching out to teens who haven’t heard of their college will be successful.
28
@GilRogers @mStonerVT #ACTEPC
Um, no!
21%
of students say it made any difference to them (and that’s down from 24% in 2014).
59%of students with GPAs 3.6+ read less than half of their unsolicited mail vs. 50% of those with GPAs under 3.6
29
@GilRogers @mStonerVT #ACTEPC
Teens regard print
as a vital source
of information
about colleges.
30
@GilRogers @mStonerVT #ACTEPC
You believe …
91%
of admission officers say that print materials picked up at a college fair are important to teens before they apply.
31
@GilRogers @mStonerVT #ACTEPC
You said yes!
⅓Less than ⅓ of admission professionals believe students use Facebook when deciding where to enroll.
35
@GilRogers @mStonerVT #ACTEPC
But, to teens …
⅔ of teens say they use social media when deciding where to enroll
67%
of teens used Facebook when researching college and half used it to actively research colleges they applied to.
Facebook (social media in general) is highly influential:
36
@GilRogers @mStonerVT #ACTEPC
Reality = social fragmentation
Facebook YouTube Instagram Twitter Pinterest
20%
46%48%
62%67%
14%
31%28%
49%
60%
6%
19%
41%
58%
2012 2013 2014
37
@GilRogers @mStonerVT #ACTEPC
You believe …
72% of admissions professionals believe students are open to being contacted through Facebook, 71% through Twitter, and 50% through Instagram.
39
@GilRogers @mStonerVT #ACTEPC
And, they are …
But: Only if they contact you first.
Only 4% of students prefer social media as an initial form of contact. But more than 75% say they are interested in talking to admissions on a social channel.
40
@GilRogers @mStonerVT #ACTEPC
As a general rule,
Use the channel students use to
contact you to reach out to them.
41
1. Prospects hang on admission officer’s every word.
2. The higher your institution’s ranking, the more impressed teens are.
3. Social media is an awesome channel for engaging teens who don’t know our institution.
4. Admission officers don’t understand how teens use their phones.
5. Search works. Really.
6. Teens regard print as a vital source of information about colleges.
7. Facebook is dead to teens.
8. Teens love it when you contact them via a social channel.42
Gil Rogers Director of Marketing and Enrollment Insights, Chegg [email protected]
Michael Stoner President, mStoner, Inc. [email protected]
Thank you!
44