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“Communication Plan
    Workshop”
   Adrienne Bartlett, Client Concierge
Today’s Webcast
More options
  More choices
  More money
   More info
  More clutter
  More speed
More STRESS
Prospects are seeking
    meaningful
  communications
They want you to help
them make sense of it all.
“Communication 101”
Communication Plans should be:
          circular vs. linear
       dialogue vs. monologue
           flexible vs. static
         shared vs. hoarded
      about them vs. about you
       different every year?
Brian Says:
                              “Throw it out and
                             start from scratch.”
Brian Niles, CEO, TargetX
Which comes first:
The budget or the plan?
Adrienne’s “4 M’s”
      Message
      Members
       Medium
   Measurable Goals
 http://www.targetx.com/ithink/?p=249
No magic day, time or tool
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)
Differentiate (tell your story)
       Create value (WIIFM?)
Cross channels (create content once)
     Give “insider” information
Enrollment goals help!
(give you parameters)
Communication Plans:
   Fall          Spring
           Winter?
          Summer?
Parallel Comm Plans to Consider:
             Parents
       Guidance Counselors
             “Local”
     Alums (for Grad Schools)
            YIELD?
The
 “traditional plan”
can’t be all things...
“STEALTH APPS”
“Stealth applicants” were not initially part
       of your communication plan.

        How do you reach them?
2 most important
(yet often overlooked) elements:
1. Your web presence
 2. Your campus visit
How to make the most
 of your campaigns:
Tell stories.
“Once upon a time, the most
 powerful communications
    tool was the art of
       storytelling.

     This book shows
      that it still is.”
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
Get social.
61%
          Offices Using Social Networking Sites
                     (up from 29%)

Source: Center for Marketing Research at the University of Massachusetts at Dartmouth
41%
          Maintaining Blogs (up from 33%)


Source: Center for Marketing Research at the University of Massachusetts at Dartmouth
Should we be on
Facebook and Twitter?
Well...
   It’s not about you.
Where is your audience?
Reach people where they are,
      when they want
“Time-shifting”
Your “Toolbox”
It’s not the “tool,”
 it’s the content.
Overwhelmed?
      Start with the basics
       Create content once
    Distribute across channels
“With and for, NOT at or to.”
(Millennials don’t trust traditional marketing)


                      Seth Godin
“Touch points” don’t matter if you’re
  not focusing on the relationship
Questions so far?
So you have a plan.
    Now what?
Write it down
     Share
   Execute
Meet (regularly)
Format?
            CRM
       Google Docs
     Outlook Calendar
    Excel or Word Doc
[the less static, the better]
Communication Plan Workshop
Number
The followup should be part of the plan.
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
More tips:
“Bring wine to the picnic”
          Source: Chris Brogan
It’s all about the conversation.
It’s not about pushing out --
    it’s about pulling in.
How can we
create new opportunities for prospects
 to connect with our school, current
       students and each other?
Communication Plan Workshop
1:1
One size does NOT fit all
“Worth the reminder:
Free tools do not equal infinite ROI.
          Time is not free.”

         [Have a plan.]
“Change”
danger + hidden opportunity
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
Being authentic?
    Solving problems?
 Communicating Value?
Being up-front about cost?
 Fostering connections?
Communication Plan Workshop
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
Next Webcast:
            “Your Campus Visit:
            5 Fixes for this Fall”

             Friday, August 7th

www.targetx.com/webcasts
Thanks!
Adrienne Bartlett
@AdrienneBartlet
bartlett@targetx.com
877.715.7474 ext.108

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Communication Plan Workshop