7. Communication Plans should be:
circular vs. linear
dialogue vs. monologue
flexible vs. static
shared vs. hoarded
about them vs. about you
different every year?
8. Brian Says:
“Throw it out and
start from scratch.”
Brian Niles, CEO, TargetX
12. Concepts For Your Plan:
Increase # of campaigns, but decrease their size
Focus on feedback and measurement
Build in flexibility
Take advantage of naturally emerging technologies
(when appropriate)
13. Differentiate (tell your story)
Create value (WIIFM?)
Cross channels (create content once)
Give “insider” information
23. “Once upon a time, the most
powerful communications
tool was the art of
storytelling.
This book shows
that it still is.”
24. Address Cost Clearly.
80% would have used a financial aid estimator
76% would have used a tuition calculator
Don’t apologize for price -- communicate value!
Noel-Levitz 2007 Student Expectations Survey
44. Email Schedule (for this webcast):
Date Message Audience
5/21 1st Email All
5/27 Plain-text followup Did not view/interact
6/9 2nd Email All
6/16 Plain-text followup Did not view/interact
6/16 Link and Instructions Registrants
6/19 “Day-of reminder” Registrants
6/22 Link to video and slides Registrants
55. If you're not happy with what you've got, what
radical changes are you willing to make to
change what you're getting?
From a Seth Godin Blog Post, February 19, 2009
56. Being authentic?
Solving problems?
Communicating Value?
Being up-front about cost?
Fostering connections?
58. The TargetX Bowl! Winners:
The University of Delaware (large)
Birmingham-Southern College (small)
Honorable Mention:
Hendrix College
Oklahoma Christian University
Warner-Pacific College
http://www.targetx.com/ithink
59. Next Webcast:
“Your Campus Visit:
5 Fixes for this Fall”
Friday, August 7th
www.targetx.com/webcasts