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Presentation by Brian Niles about the recruiting revolution to a group of enrollment managers at a Princeton Review event at Drexel University
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Recruiting Revolution
Brian Wm. Niles
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)
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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
Closer to their Parents than Previous GenerationsRaised with a Mouse in their Hands
Set and Reach High Standards
Helicopter ParentsBlackhawk Parents
Stealthy Parents
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Millennial Misconception“Lazy and Irresponsible”
Look at their parentsLook at the education system
More on the Way!
1994-2018Projected Change in High School Graduates
New England Middle States South Midwest Southwest West
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Recruiting Revolutions
0.0 Pre 1972 Admissions as Paper Processing
1.0 1972 Aggressive Marketing Campaigns
Traditional 1.0 RecruitingBegins Middle of Junior Year
Direct Mail Search Campaigns
Letter Series-Based Communication Plans
Viewbooks, Roadpieces, Department Brochures
Large Open Houses and Group Tours
High School Visits, College Fairs & Nights
Recruiting Revolutions
0.0 Pre 1972 Admissions as Paper Processing
1.0 1972 Aggressive Marketing Campaigns
1.5 1993 Information Moved to the Internet
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Where Most Colleges Are Today
Special Thanks to Bob McCullough, Ursinus College
IM SMS
Casual Conversations with Friends
Email What We Use to Talk to “Old People”
Preferred Online Communication Tools
Pew Internet & American Life Project, Teens and Technology, July 2005
Using PilotingEmail Campaigns 1 7Search Advertising 2 8Online Chats 3 5Search Optimization 4 6Online Videos 5 1Blogs 6 2Social Networks 7 4Podcasts 8 3
Interactive Recruiting Tools
Interactive Marketing Channels to Watch in 2008, Tim Copeland, SunGard Higher Education, March 2008
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Recruiting Revolutions
0.0 Pre 1972 Admissions as Paper Processing
1.0 1972 Aggressive Marketing Campaigns
1.5 1993 Information Moved to the Internet
2.0 2003 Control Shifted to the Student
Web 2.0
Sharing & ConnectingWeb 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
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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
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96%Teens Using Social Networking Tools
National School Boards Association, 2007
22%Teens Have Uploaded Video they Created
National School Boards Association, 2007
9 HrsSpent on Social Networking Sites per Week
(compared to 10 hours watching TV)National School Boards Association, 2007
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71%Started their College Search Before their Junior Year
Eduventures, 2007
50%PSAT Takers Were in the 10th Grade or Earlier (2% in 8th Grade)
College Board, 2006
13%Started their College Search in Eighth Grade or Earlier!
Eduventures, 2007
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25%First Point of Contact was the Admissions Application
Informal TargetX Survey of Undergraduate Admissions Clients & Noel-Levitz E-Recruiting Practices Report, April 2006
75%Students Spend Researching Colleges Online
Harris Interactive, 2004
84%Use the College’s Website Most Heavily in their Research
Eduventures, 2007
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Activity Do WantInquiry Form 72% 73%Online Survey 50% 72%Personalize Site 39% 58%Forwarded Page 34% 63%Tuition Calculator 33% 88%Student Profile 31% 63%Faculty Profile 26% 69%Campus Visit Request 25% 84%Financial Aid Estimator 24% 90%Online Application 22% 86%IM with Counselor 6% 70%
College Website Activities by High School Juniors
Navigating Toward E-Recruitment, Noel-Levitz, Inc.
Recruiting 2.0You are no longer in control
of the conversation.
who, when, what & how
Recruiting Revolutions
0.0 Pre 1972 Admissions as Paper Processing
1.0 1972 Aggressive Marketing Campaigns
1.5 1993 Information Moved to the Internet
2.0 2003 Control Shifted to the Student
2.1 Today Authenticity.
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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
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True IntegrationIn Print > Online > In Person
It’s About Making Authentic Connections.
Small, Liberal Arts CollegeEdge of Medium Size City
Average InfrastructureSimilar Academic Programs
Above-Average Cost
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Death to the Viewbook!Introducing the Storybook
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71%Campus Visit was the Most Trusted Source of Information
(Followed by the College’s Website)Eduventures, 2007
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
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Transparency
Differentiation
Connections
Stories
Profiles
Recruiting Revolutions
0.0 Pre 1972 Admissions as Paper Processing
1.0 1972 Aggressive Marketing Campaigns
1.5 1993 Information Moved to the Internet
2.0 2003 Control Shifted to the Student
2.1 Today Authenticity is King!
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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
Start EarlierBrand Recognition Begins in Freshman Year
College Search Starts in Sophomore Year
Short List is Made Before Junior Year
Enhance Junior Year Recruiting Activities
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.
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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
Stage Better ExperiencesRecreate Campus Tours & Open Houses
Make them Memorable. Make them Interesting.
Set the Expectations. Understand Visitor’s Needs.
Customize the Visit When Possible.
Eliminate Negative Cues - Now!
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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Your Bookshelf
The Knowledge Centerknowledgecenter.targetx.com
Recruiting Revolution
Brian Wm. NilesCEO, TargetX | [email protected]
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