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Not Everything Is Bigger
  in Texas: Small Things that Make
a Big Impact on Recruitment Efforts
     MARCUS HANSCOM
     ASSOCIATE DIRECTOR OF GRADUATE RECRUITMENT
     AND OUTREACH
     UNIVERSITY OF NEW HAVEN
     PRESIDENT, NEGAP
@MarcusHanscom


                     About TxGAP
      TxGAP, a chapter of the National Association for Graduate
Admissions Professionals, is a professional organization dedicated to
serving the needs of graduate enrollment professionals in Texas. Our
            purpose is to foster networking, professional
 development, community and the sharing of best practices among
                            our members.
                       Our Membership
         TxGAP members include individuals who work in
        admissions, marketing, academic advising, student
   services, retention and virtually every other area of graduate
                            enrollment.
@MarcusHanscom


             Summer Conference
Make plans to join TxGAP for our Summer Professional
             Development Conference.
 This one-day conference will focus on best-practices in Admissions,
           Marketing, Recruitment, and Student Services.

                    Friday, July 20, 2012
                 University of North Texas – Dallas

  For more information, visit txgap.com/conference.
@MarcusHanscom


                           Get Involved
                  Follow Us On Social Media



•   Visit Our         Twitter            Facebook            LinkedIn           SlideShare
    Website     twitter.com/txgap   facebook.com/txgap   Join Our Group   slideshare.com/txgap
•   txgap.com




                Visit Our Website: txgap.com
Not Everything Is Bigger
  in Texas: Small Things that Make
a Big Impact on Recruitment Efforts
     MARCUS HANSCOM
     ASSOCIATE DIRECTOR OF GRADUATE RECRUITMENT
     AND OUTREACH
     UNIVERSITY OF NEW HAVEN
     PRESIDENT, NEGAP
@MarcusHanscom

Maybe everything is BIGGER in
          Texas…
@MarcusHanscom

…but you don’t need BIG to make a
           big splash!
@MarcusHanscom


         Last Year’s Assignments
1.   Conduct a program demographic assessment
2.   Do a lead generation audit
3.   Set up unique source pages
4.   Create a referral source policy
5.   Become a user on Google Analytics (and use it)
6.   Use the URL builder to create a tracking URL
7.   Assign revenue to lead sources for ROI
@MarcusHanscom


        Struggles of our offices
• Limited staff
• Limited resources
• Limited expertise
  – Apprehension
  – Time to Learn
  – Tech overload
• Limited institutional support (or apathy)?
@MarcusHanscom


                This session
• Utilizing technology to “lighten the load”
• Making your search for content to post on
  social media easy
• Building brand awareness with little effort on
  social media
@MarcusHanscom




Wading through the masses to get something that works

TECHNOLOGY OVERLOAD
@MarcusHanscom


             Primary Issues
• Misconceptions of time commitment
• Leveraging technology to work for you, not
  create work for you
• Means of acquiring knowledge / Staying
  current
• Hiring the right people
@MarcusHanscom


               Your best tools
•   CRM, CRM, CRM
•   Our own websites
•   Directory Sites
•   Social Media (and related software)
@MarcusHanscom


  Lightening the Load: Your CRM
• Toss out the “HTML graphic email” is king
  mentality
  – Keep in mind personalization, smart phones
  – Perception of your message
• Collect any and everything…
  – But don’t overburden students with it
• Send one-time emails to targeted audiences
  with program-related news
@MarcusHanscom


                Assignment #1
• Create an automated, plain text email from
  you in your CRM
  – Various functions: Welcome, thank you, congrats
  – Not from your institution or office - you
• After Completion
  – Compare results with your HTML messages
     • Read Rate
     • Interaction Rate
     • Response Rate
@MarcusHanscom


              Assignment #2
• Audit your inquiry form(s)
  – Are you asking the right questions?
  – What questions are necessary?
• After Completion
  – SHORTEN your inquiry form as much as possible
@MarcusHanscom


Lightening the Load: Our Websites
• Are all student questions answered?
• How big of a shovel do I need?
• Not just a problem “for the marketing
  department”
• Integration with SM
• Succinct, clear messaging
@MarcusHanscom


              Assignment #3
• Do a website audit for your area
  – Can you identify top questions you are asked and
    easily identify answers on your site?
  – How readily can students get their answers?
  – Focus your phone calls on students who need
    more in-depth information and support
• After Completion:
  – Make necessary adjustments with your web team
    including content, graphics, and navigation
@MarcusHanscom


                  Analytics
• Key metrics to use for decision-making
• Focus on specific pages instead of trying to fix
  an entire website
• Identify strategies to improve pages to help
  recruitment
@MarcusHanscom


               Assignment #4
• Pick one page on your website and analyze key
  statistics (Google Analytics or similar) to
  improve the page
  – Bounce rate, time on site, % exits…
  – Avoid using just one metric
  – Be aware of the goal of the page
• After Completion
  – Identify a metric you want to improve
  – Strategically amend page content
  – Compare analytics results with previous version
@MarcusHanscom


 Lightening the Load: Directory Sites
• Directory sites
  – Why you?
  – Catalog copy or marketing copy?
• “More info” links
  – Lead to your webpage? A form? Landing pages?
  – Are they tracked?
• Clarify calls to action internally and externally
@MarcusHanscom


             Landing Pages
• Where are you sending students from online
  advertising?
• “Our website” isn’t enough
• Relevant content
• Avoid too many “clicks”
@MarcusHanscom
@MarcusHanscom


              Assignment #5
• Complete a “directory listing audit”
  – What sites are you featured on?
  – Does your listing answer the right questions?
  – Where are students being directed?
  – Who is responsible for updating content?
• After Completion
  – What needs to be rewritten? How will you be
    involved? What do you need on your website?
@MarcusHanscom


               Assignment #6
• Create a landing page on your website to
  service an ad or directory listing
  – Page content must reflect the content of your ad
    or listing
  – Do not send students to a generic page
• After Completion
  – Evaluate analytics for the page; evaluate tracked
    leads if available
@MarcusHanscom


Lightening the Load: Social Media
• Alerts and searches for content
  – Google Alerts
  – Create searches on Twitter related to
    programs, industry, your institution, and more
• Schedule messaging with tools like Hootsuite
  or TweetDeck
• Enlist student help
@MarcusHanscom


              Assignment #7
• Create a Google Alert
  – ie. “University of New Haven”
  – Can set frequency to your preference
• After completion
  – Regularly check for news related to your
    programs, students, alumni, and faculty
  – Post related content to your respective SM
    channels; use Bitly for tracking
@MarcusHanscom


              Assignment #8
• Create a saved search on Twitter
  – ie.
    #criminaljustice, #MBA, #gradadm, #gradschool
• After Completion
  – Check searches regularly for content that can be
    retweeted to your followers
@MarcusHanscom


     Suggested Social Media Tools
•   Hootsuite
•   TweetDeck
•   Bit.ly
•   Facebook
    Insights
@MarcusHanscom


               Assignment #9
• Schedule a tweet or Facebook post using
  Hootsuite or TweetDeck
  – Time with an event or activity
  – Time zone awareness
• After Completion
  – Set up a social media schedule for planned events
  – Sit back and relax!
@MarcusHanscom




Producing results on social media

HELP, I CAN’T FIND MY CONTENT
@MarcusHanscom


         Social Media Content
• Interaction with your audience
• Vary your content
  – “Yay, come to my event!” 100X
• Vary your channels
  – Audiences?
  – Platforms?
• What is your brand message?
@MarcusHanscom


 Types of Content (According to MH)
• Direct self promotion
• Indirect self promotion
• “Altruistic” self promotion
@MarcusHanscom


      Direct Self Promotion on SM
•   Events
•   Admissions Announcements
•   Grad Fair Attendance
•   “Leeching” on other content
•   Interactions with prospective students
@MarcusHanscom


Grad Fair Attendance
@MarcusHanscom


Content “Leeching”
@MarcusHanscom


Interactions with Prospective Students
@MarcusHanscom


Interactions with Prospective Students
@MarcusHanscom


     Indirect Self Promotion on SM
•   University News
•   Student News (Research, Study Abroad, etc.)
•   Faculty News (Research, Promotions, etc.)
•   Alumni News
•   Event Photos
@MarcusHanscom


   Indirect Self Promotion on SM
• Location information
• Interactions with current students
• Contests
  – Do not necessarily have to be related to your
    programs
@MarcusHanscom


Indirect Self Promotion on SM
@MarcusHanscom


    “Altruistic” Self Promotion on SM
•   Graduate School Tips
•   Financial Aid Tips
•   News related to your programs
•   Job Postings
@MarcusHanscom


              Assignment #10
• A. Make a post to your Twitter or Facebook
  account about an alumnus or faculty member
• B. Make a post or retweet content designed
  to help the student and not sell you
  – Use bit.ly to track link content
• After completion:
  – Assess if your messages have interaction. Any
    response? Clicks on the link? Retweets?
@MarcusHanscom




Brand Awareness

WHO AM I AND WHY AM I HERE?
@MarcusHanscom


       Social Media Advertising
• Creating a first ad
  – Demographic targeting
  – Geo-targeting
• Ways to use these ads
  – Program Awareness
  – Brand Awareness
  – Recruitment Fairs
  – Webinars / Open Houses / Recruitment Events
@MarcusHanscom


Social Media Advertising Channels




• Be mindful of platform and audience
• Costs: CPM vs. CPC
@MarcusHanscom


Try this…
@MarcusHanscom


              Assignment #11
• Create your first social media ad
  – Fine tune your demographics
  – Identify a budget
  – Send students to a specific landing page or related
    content page
• After completion:
  – Review your exposure and clicks
  – Review CPC/CPM costs
@MarcusHanscom


        Social Media Potpourri
• Use #hashtags in your tweets
  – ie. #iopsychology or #emergencymanagement
• Follow industry news and industry leader
  Twitter accounts
  – Example: @forensicnews
  – RT relevant content to your followers
@MarcusHanscom




Identifying the value in what you just sat through

TAKEAWAYS, FUTURE
THOUGHTS, AND Q&A
@MarcusHanscom


      Overview of Assignments
1. Create an automated, plain text email in your
   CRM
2. Audit and shorten your inquiry form
3. Audit your section of the website
4. Optimize a page on your site with key metrics
5. Complete a directory listing audit
@MarcusHanscom


      Overview of Assignments
6. Create a landing page for your ad content
7. Create a Google Alert
8. Create saved searches on Twitter
9. Schedule a tweet or Facebook post
10.Create one SM post about your faculty or
   alumni and one “altruistic” post
11. Create a social media ad
@MarcusHanscom


             Final Thoughts
• Work smarter, not harder
• Technology does not necessarily make things
  “un-personalized”
• Time commitment is not astronomical
• Technology – and social media specifically –
  can be your greatest asset
Thank you
Marcus Hanscom
University of New Haven
203-932-7277
mhanscom@newhaven.edu
@marcushanscom

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Not Everything is Bigger in Texas: Small Things That Make a Big Impact on Recruitment Efforts!

  • 1. Not Everything Is Bigger in Texas: Small Things that Make a Big Impact on Recruitment Efforts MARCUS HANSCOM ASSOCIATE DIRECTOR OF GRADUATE RECRUITMENT AND OUTREACH UNIVERSITY OF NEW HAVEN PRESIDENT, NEGAP
  • 2. @MarcusHanscom About TxGAP TxGAP, a chapter of the National Association for Graduate Admissions Professionals, is a professional organization dedicated to serving the needs of graduate enrollment professionals in Texas. Our purpose is to foster networking, professional development, community and the sharing of best practices among our members. Our Membership TxGAP members include individuals who work in admissions, marketing, academic advising, student services, retention and virtually every other area of graduate enrollment.
  • 3. @MarcusHanscom Summer Conference Make plans to join TxGAP for our Summer Professional Development Conference. This one-day conference will focus on best-practices in Admissions, Marketing, Recruitment, and Student Services. Friday, July 20, 2012 University of North Texas – Dallas For more information, visit txgap.com/conference.
  • 4. @MarcusHanscom Get Involved Follow Us On Social Media • Visit Our Twitter Facebook LinkedIn SlideShare Website twitter.com/txgap facebook.com/txgap Join Our Group slideshare.com/txgap • txgap.com Visit Our Website: txgap.com
  • 5. Not Everything Is Bigger in Texas: Small Things that Make a Big Impact on Recruitment Efforts MARCUS HANSCOM ASSOCIATE DIRECTOR OF GRADUATE RECRUITMENT AND OUTREACH UNIVERSITY OF NEW HAVEN PRESIDENT, NEGAP
  • 7. @MarcusHanscom …but you don’t need BIG to make a big splash!
  • 8. @MarcusHanscom Last Year’s Assignments 1. Conduct a program demographic assessment 2. Do a lead generation audit 3. Set up unique source pages 4. Create a referral source policy 5. Become a user on Google Analytics (and use it) 6. Use the URL builder to create a tracking URL 7. Assign revenue to lead sources for ROI
  • 9. @MarcusHanscom Struggles of our offices • Limited staff • Limited resources • Limited expertise – Apprehension – Time to Learn – Tech overload • Limited institutional support (or apathy)?
  • 10. @MarcusHanscom This session • Utilizing technology to “lighten the load” • Making your search for content to post on social media easy • Building brand awareness with little effort on social media
  • 11. @MarcusHanscom Wading through the masses to get something that works TECHNOLOGY OVERLOAD
  • 12. @MarcusHanscom Primary Issues • Misconceptions of time commitment • Leveraging technology to work for you, not create work for you • Means of acquiring knowledge / Staying current • Hiring the right people
  • 13. @MarcusHanscom Your best tools • CRM, CRM, CRM • Our own websites • Directory Sites • Social Media (and related software)
  • 14. @MarcusHanscom Lightening the Load: Your CRM • Toss out the “HTML graphic email” is king mentality – Keep in mind personalization, smart phones – Perception of your message • Collect any and everything… – But don’t overburden students with it • Send one-time emails to targeted audiences with program-related news
  • 15. @MarcusHanscom Assignment #1 • Create an automated, plain text email from you in your CRM – Various functions: Welcome, thank you, congrats – Not from your institution or office - you • After Completion – Compare results with your HTML messages • Read Rate • Interaction Rate • Response Rate
  • 16. @MarcusHanscom Assignment #2 • Audit your inquiry form(s) – Are you asking the right questions? – What questions are necessary? • After Completion – SHORTEN your inquiry form as much as possible
  • 17. @MarcusHanscom Lightening the Load: Our Websites • Are all student questions answered? • How big of a shovel do I need? • Not just a problem “for the marketing department” • Integration with SM • Succinct, clear messaging
  • 18. @MarcusHanscom Assignment #3 • Do a website audit for your area – Can you identify top questions you are asked and easily identify answers on your site? – How readily can students get their answers? – Focus your phone calls on students who need more in-depth information and support • After Completion: – Make necessary adjustments with your web team including content, graphics, and navigation
  • 19. @MarcusHanscom Analytics • Key metrics to use for decision-making • Focus on specific pages instead of trying to fix an entire website • Identify strategies to improve pages to help recruitment
  • 20. @MarcusHanscom Assignment #4 • Pick one page on your website and analyze key statistics (Google Analytics or similar) to improve the page – Bounce rate, time on site, % exits… – Avoid using just one metric – Be aware of the goal of the page • After Completion – Identify a metric you want to improve – Strategically amend page content – Compare analytics results with previous version
  • 21. @MarcusHanscom Lightening the Load: Directory Sites • Directory sites – Why you? – Catalog copy or marketing copy? • “More info” links – Lead to your webpage? A form? Landing pages? – Are they tracked? • Clarify calls to action internally and externally
  • 22. @MarcusHanscom Landing Pages • Where are you sending students from online advertising? • “Our website” isn’t enough • Relevant content • Avoid too many “clicks”
  • 24. @MarcusHanscom Assignment #5 • Complete a “directory listing audit” – What sites are you featured on? – Does your listing answer the right questions? – Where are students being directed? – Who is responsible for updating content? • After Completion – What needs to be rewritten? How will you be involved? What do you need on your website?
  • 25. @MarcusHanscom Assignment #6 • Create a landing page on your website to service an ad or directory listing – Page content must reflect the content of your ad or listing – Do not send students to a generic page • After Completion – Evaluate analytics for the page; evaluate tracked leads if available
  • 26. @MarcusHanscom Lightening the Load: Social Media • Alerts and searches for content – Google Alerts – Create searches on Twitter related to programs, industry, your institution, and more • Schedule messaging with tools like Hootsuite or TweetDeck • Enlist student help
  • 27. @MarcusHanscom Assignment #7 • Create a Google Alert – ie. “University of New Haven” – Can set frequency to your preference • After completion – Regularly check for news related to your programs, students, alumni, and faculty – Post related content to your respective SM channels; use Bitly for tracking
  • 28. @MarcusHanscom Assignment #8 • Create a saved search on Twitter – ie. #criminaljustice, #MBA, #gradadm, #gradschool • After Completion – Check searches regularly for content that can be retweeted to your followers
  • 29. @MarcusHanscom Suggested Social Media Tools • Hootsuite • TweetDeck • Bit.ly • Facebook Insights
  • 30. @MarcusHanscom Assignment #9 • Schedule a tweet or Facebook post using Hootsuite or TweetDeck – Time with an event or activity – Time zone awareness • After Completion – Set up a social media schedule for planned events – Sit back and relax!
  • 31. @MarcusHanscom Producing results on social media HELP, I CAN’T FIND MY CONTENT
  • 32. @MarcusHanscom Social Media Content • Interaction with your audience • Vary your content – “Yay, come to my event!” 100X • Vary your channels – Audiences? – Platforms? • What is your brand message?
  • 33. @MarcusHanscom Types of Content (According to MH) • Direct self promotion • Indirect self promotion • “Altruistic” self promotion
  • 34. @MarcusHanscom Direct Self Promotion on SM • Events • Admissions Announcements • Grad Fair Attendance • “Leeching” on other content • Interactions with prospective students
  • 39. @MarcusHanscom Indirect Self Promotion on SM • University News • Student News (Research, Study Abroad, etc.) • Faculty News (Research, Promotions, etc.) • Alumni News • Event Photos
  • 40. @MarcusHanscom Indirect Self Promotion on SM • Location information • Interactions with current students • Contests – Do not necessarily have to be related to your programs
  • 42. @MarcusHanscom “Altruistic” Self Promotion on SM • Graduate School Tips • Financial Aid Tips • News related to your programs • Job Postings
  • 43. @MarcusHanscom Assignment #10 • A. Make a post to your Twitter or Facebook account about an alumnus or faculty member • B. Make a post or retweet content designed to help the student and not sell you – Use bit.ly to track link content • After completion: – Assess if your messages have interaction. Any response? Clicks on the link? Retweets?
  • 45. @MarcusHanscom Social Media Advertising • Creating a first ad – Demographic targeting – Geo-targeting • Ways to use these ads – Program Awareness – Brand Awareness – Recruitment Fairs – Webinars / Open Houses / Recruitment Events
  • 46. @MarcusHanscom Social Media Advertising Channels • Be mindful of platform and audience • Costs: CPM vs. CPC
  • 48. @MarcusHanscom Assignment #11 • Create your first social media ad – Fine tune your demographics – Identify a budget – Send students to a specific landing page or related content page • After completion: – Review your exposure and clicks – Review CPC/CPM costs
  • 49. @MarcusHanscom Social Media Potpourri • Use #hashtags in your tweets – ie. #iopsychology or #emergencymanagement • Follow industry news and industry leader Twitter accounts – Example: @forensicnews – RT relevant content to your followers
  • 50. @MarcusHanscom Identifying the value in what you just sat through TAKEAWAYS, FUTURE THOUGHTS, AND Q&A
  • 51. @MarcusHanscom Overview of Assignments 1. Create an automated, plain text email in your CRM 2. Audit and shorten your inquiry form 3. Audit your section of the website 4. Optimize a page on your site with key metrics 5. Complete a directory listing audit
  • 52. @MarcusHanscom Overview of Assignments 6. Create a landing page for your ad content 7. Create a Google Alert 8. Create saved searches on Twitter 9. Schedule a tweet or Facebook post 10.Create one SM post about your faculty or alumni and one “altruistic” post 11. Create a social media ad
  • 53. @MarcusHanscom Final Thoughts • Work smarter, not harder • Technology does not necessarily make things “un-personalized” • Time commitment is not astronomical • Technology – and social media specifically – can be your greatest asset
  • 54. Thank you Marcus Hanscom University of New Haven 203-932-7277 mhanscom@newhaven.edu @marcushanscom