Future Trends in Higher Education Marketing

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    11-Aug-2014

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What can we expect in higher education marketing in 2014 and a bit beyond? These ideas were presented and discussed at an Academic Impressions conference on strategic student recruitment communications in June. Take a look and share your thoughts.

Transcript

  • FUTURE TRENDS IN HIGHER EDUCATION MARKETING ROBERTE.JOHNSON,PH.D.2014 Building a Strategic Recruitment Communications Plan Academic Impressions Orange County, CA June 25-27, 2014 Bob Johnson Consulting, LLC 1
  • Will marketing like this disappear? http://monstersuniversity.com/edu/ Bob Johnson Consulting, LLC 2
  • WHATS LIKELY TO CHANGE Bob Johnson Consulting, LLC 3
  • BIG DATA We will actually learn to use it. Especially in search activities. Shrink the scope of outbound marketing. Bob Johnson Consulting, LLC 4
  • INBOUND MARKETING SEO, blogs, social media and more. Fewer, more interested prospects. Still a need to connect and convert. Bob Johnson Consulting, LLC 5
  • PERSONAL VIDEO STORIES Realistic student story telling replaces PR and marketing speak content. Bob Johnson Consulting, LLC 6
  • ADOPTION OF CRM SOFTWARE A major area for financial investment. A bigger area for staff training. Best with a direct marketing mind set. Will increase enrollment conversion. Bob Johnson Consulting, LLC 7
  • MOBILE APPS Sophisticated marketing programs will continue to build specialized apps for an optimum online experience. Bob Johnson Consulting, LLC 8
  • SPECIALIZATION Department store universities will shrink. It is easier to market a specialization than a commodity. Bob Johnson Consulting, LLC 9
  • WHATS LIKELY TO STAY THE SAME Bob Johnson Consulting, LLC 10
  • PERSONAL CONTACT Selling an expensive product benefits from personal contact via telephone, email, text and in-person meetings. Bob Johnson Consulting, LLC 11
  • CANT PREDICT Bob Johnson Consulting, LLC 12
  • MARKETING AS PROMOTION ONLY Can anyone drive this away? Academic excellence & Caring faculty We can only hope. Bob Johnson Consulting, LLC 13
  • BRANDING CAMPAIGNS More than just glitter w/o resources? Be what you are and what people know you are. Be patient. Bob Johnson Consulting, LLC 14
  • STRATEGY OF SHRINKAGE Will residential liberal arts colleges adopt a strategy of smaller is better as did St. Michaels College (VT)? Bob Johnson Consulting, LLC 15
  • TUITION DISCOUNTING Will it end or shrink in private sector? Will it spread even more in the public sector? Bob Johnson Consulting, LLC 16
  • RESOURCES TO EXPLORE Bob Johnson Consulting, LLC 17
  • Change in 10 years http://www.evolllution.com/opinions/ways-higher-education-marketing-change-10-years/ Bob Johnson Consulting, LLC 18
  • Digital and social media trends http://thefutureindex.wordpress.com/2013/10/29/7-digital-social-trends-for-higher-education-marketing/ Bob Johnson Consulting, LLC 19
  • Inbound marketing w/ HubSpot http://www.hubspot.com/inbound-marketing Bob Johnson Consulting, LLC 20
  • Marketing automation http://www.hubspot.com/marketing-automation-information Bob Johnson Consulting, LLC 21
  • How much will programs shrink? http://collegeof2020.com/ (21 April 2014) Bob Johnson Consulting, LLC 22
  • THANK YOU! Bob Johnson, Ph.D. (248.766.6425) bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC 23

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