Social networking sites, primarily Facebook and MySpace, offer some interesting marketing possibilities for higher ed. But which sites to use, and in what ways? In this second half of a two-part interview with higher education marketing expert Bob Johnson, we asked Johnson how best to spend limited marketing dollars, and what role--if any--print still plays.
The Annenberg School for Communication at the University of Pennsylvania, which has used Intelliworks in its admissions process since July 2007 reports a marked increase in electronic recruitment efforts.
Bennington College in Vermont has selected Rapid Insight as its analytic software provider. Bennington plans to start off by using Rapid Insight's new software, Yield Optimization, to improve recruiting cost effectiveness and to optimize applicant yield rates from prospect and inquiry pools.
In an effort to simplify meeting scheduling between faculty and students, the University of Chicago has licensed Starfish Connect to provide self-service scheduling.
The University of Memphis is deploying a new constituent relationship management system to manage students from initial interest until graduation. The university will use Hobsons' EMT Connect Enterprise CRM Solution and EMT Retain to increase student recruitment and retention.
"At some point," said higher education marketing expert Bob Johnson, "[universities] stopped asking me how to do a better view-book. [Now], people are interested in how to make Web sites stronger for recruiting." In this first segment of a two-part interview, he talks about new ways in which technology is being used to connect with students and parents--and how students use technology to find schools.
Concordia University in Irvine, CA has chosen Hobsons' EMT Retain to help improve the institution's early alert intervention and retention rates. Concordia said it hopes to use the application to identify and consistently communicate with students before they're lost to attrition.
Santa Clara University School of Law hosted a workshop in virtual world Second Life to help prospective students learn about applying to the law school. Posing as her own self-created avatar, "Penny Canucci," Law School Dean of Admissions Jeanette Leach welcomed visitors to an open-air seating area on "Santa Clara Island," where they could view a video from Law Dean Donald Polden (appearing in real-life video footage, not as an avatar), pose questions, and chat with each other.
As so-called "millennials" reach an age to enter business school in force, graduate schools must move quickly to create digital recruiting efforts that match the students they hope to attract.
A December 2008 survey by CollegeClickTV of 2,000 freshmen on 50 college campuses in the United States found 56 percent unhappy about some aspect of their college decision. Can Web 2.0 and social software help applicants get a more accurate picture of colleges and universities before they choose?