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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
How to School Your Institution on
the Student Journe...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Focus on long-term relationship with the student and...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Res...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Create unified view of students, deliver communicati...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Develop scoring programs that allow admissions to fo...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Identify which digital channels are relevant to your...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Developmental
Tasks:
• Separation
• Discovery and De...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Implement program with communications from campus
pr...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Leverage social media as a medium for students to as...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Developmental
Tasks:
•Achieving competence
•Establis...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Engage students in content creation. Student generat...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Communicate what matters. Digital channels are only ...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Developmental
Tasks:
• Choosing a career path
• Incr...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Identify channels to capture student engagement outs...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Capture social engagement and enter student, parent,...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Developmental
Tasks:
• Getting ready to graduate
• M...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
“Our email blasts from the university are either sen...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
“My uni sends out these rather obnoxious emails dail...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
“I think one way colleges are falling short with onl...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
“Socially, almost all communication from the school ...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Take multi-channel marketing approach to your
commun...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Match communications with interests & preferences to...
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How to School Your Institution on the Student Journey; Unify and Edify the Student Experience

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Traditionally, when Higher Education thinks about “marketing” they do so in the context of student recruiting. This is important and critical for the lifeblood of the industry. Having a healthy pipeline of new students is critical, and based on varying demographic trends, the individual institution’s niche, and reputation or athletic performance in the recent bowl game, this becomes more or less problematic.

But Higher Ed must understand recruitment is only the first part of the student journey, a journey that has very low barriers to entry and exit. Institutions must focus on the long-term relationship with the student and their family. And this journey consists of an ever-changing and evolving series of instructors, administrators, policies, and procedures. This student journey should also evolve into a lifetime relationship, with the student returning for additional education or retraining/recertification, alumni involvement, and donations.

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How to School Your Institution on the Student Journey; Unify and Edify the Student Experience

  1. 1. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | How to School Your Institution on the Student Journey Unify and Edify the Student Experience Oracle Confidential – Internal/Restricted/Highly Restricted
  2. 2. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Focus on long-term relationship with the student and family. It's an evolving series of instructors, administrators, policies, & procedures. Tweetable Takeaway #1 Oracle Confidential – Internal/Restricted/Highly Restricted 2
  3. 3. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 3
  4. 4. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Create unified view of students, deliver communications based on behavior, automate advisor follow-up, project future application pipeline. Tweetable Takeaway #2 Oracle Confidential – Internal/Restricted/Highly Restricted 4
  5. 5. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Develop scoring programs that allow admissions to focus on opps where their personal touch is most effective in converting to a new student Tweetable Takeaway #3 Oracle Confidential – Internal/Restricted/Highly Restricted 5
  6. 6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Identify which digital channels are relevant to your audience. Consider both social media and digital ads. Tweetable Takeaway #4 Oracle Confidential – Internal/Restricted/Highly Restricted 6
  7. 7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Developmental Tasks: • Separation • Discovery and Development • Balance Common Struggles: • Mental Health Issues • Homesickness • Depression • Study Skills • Lack of connection Programs: • Support • Community Value Engagement • Opportunities to develop connection, discuss, and reflect • Establish a strong network and foundation to move forward to a successful semester Oracle Confidential – Internal/Restricted/Highly Restricted 7
  8. 8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Implement program with communications from campus president. Incorporate engagements with advisors. Develop milestone evaluation program. Tweetable Takeaway #5 Oracle Confidential – Internal/Restricted/Highly Restricted 8
  9. 9. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Leverage social media as a medium for students to ask questions about moving in, getting class schedules, and meeting roommates. Tweetable Takeaway #6 Oracle Confidential – Internal/Restricted/Highly Restricted 9
  10. 10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Developmental Tasks: •Achieving competence •Establishing autonomy •Developing a sense identity and purpose. •Making important choices as an individual •Declaring a major and a sense of career direction. •Exploring values Common Struggles: • Mental Health Issues • Confusion • Doubting self, abilities, decisions etc. • Values clash • Wanting to transfer • Relationship and social struggles • Academic struggles Resources on Campus: •Academic resource centers and student services •Student Activities •Career Resource Center •Campus Ministries •Academic Advisors •Victim Services Oracle Confidential – Internal/Restricted/Highly Restricted 10
  11. 11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Engage students in content creation. Student generated content is shown to be more effective. Tweetable Takeaway #7 Oracle Confidential – Internal/Restricted/Highly Restricted 11
  12. 12. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Communicate what matters. Digital channels are only as good as the content delivered. Tweetable Takeaway #8 Oracle Confidential – Internal/Restricted/Highly Restricted 12
  13. 13. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Developmental Tasks: • Choosing a career path • Increased commitment to intimate relationships • Better sense of values clarification • Increased self-confidence Common Struggles: • Mental Health Issues • Concerns with career path • Relationship issues • Decision making difficulties Resources on Campus: • Academic resource centers and student services • Student Activities • Career Resource Center • Academic Advisors • Victim Services Oracle Confidential – Internal/Restricted/Highly Restricted 13
  14. 14. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Identify channels to capture student engagement outside of the classroom. Analyze various modes of engagement. Tweetable Takeaway #9 Oracle Confidential – Internal/Restricted/Highly Restricted 14
  15. 15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Capture social engagement and enter student, parent, alumni, or donor into an appropriate communication channel delivering relevant content Tweetable Takeaway #10 Oracle Confidential – Internal/Restricted/Highly Restricted 15
  16. 16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Developmental Tasks: • Getting ready to graduate • Making plans for personal and career life beyond college • Deciding on job or graduate school • Deciding on the future of intimate relationships • Saying good-bye to meaningful relationships Common Struggles: • Mental Health Issues • Anxiety about gradation and no set plans or clear path • Lack of motivation • Decisions making difficulties about future academic, personal or career life • Feelings of panic, discouragement, confusion, and/or sadness • Disconnecting prematurely from meaningful relationships Resources on Campus: • Academic resource centers and student services • Career Resource Center • Academic Advisors Oracle Confidential – Internal/Restricted/Highly Restricted 16
  17. 17. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | “Our email blasts from the university are either sent to the entire student body, sent to an entire college or divided by major. Academically, I'll probably get 8-10 emails a day from the school. As a graduating senior, the overwhelming majority of these emails are about companies coming to the university for on-campus interviews. Also, because our emails are typically only sorted by a student's enrollment, your attendance or academic performance do not impact the number of emails you receive, unless a professor wants to specifically reach out and email a student.” Oracle Confidential – Internal/Restricted/Highly Restricted 17
  18. 18. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | “My uni sends out these rather obnoxious emails daily about the chancellor's activities which sometimes have relevant information concerning events and career planning, but you generally have to sign up for more relevant emails.” Oracle Confidential – Internal/Restricted/Highly Restricted 18
  19. 19. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | “I think one way colleges are falling short with online correspondence is that the communication is very much one-sided-- we rarely have opportunities to give feedback. In fact, most emails sent to us by the university are set up so that we can't reply to them.” Oracle Confidential – Internal/Restricted/Highly Restricted 19
  20. 20. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | “Socially, almost all communication from the school is done through social media. Our career development office, our student success office, and our student leadership & activities office all run their own facebook and Twitter accounts, and will post relevant updates through their posts. These are effective because students often share their posted content, so many students see each post.” Oracle Confidential – Internal/Restricted/Highly Restricted 20
  21. 21. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Take multi-channel marketing approach to your communications. Incorporate all channels, segment, target, crowdsource, automate, and analyze. Tweetable Takeaway #11 Oracle Confidential – Internal/Restricted/Highly Restricted 21
  22. 22. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Match communications with interests & preferences to enhance student experiences, increase loyalty, drive contributions, & drive enrollment Tweetable Takeaway #12 Oracle Confidential – Internal/Restricted/Highly Restricted 22

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