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Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011

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Bob Johnson, Ph.D.
Bob Johnson, Ph.D.

Higher education marketing for student recruitment continues to face new challenges and opportunities in 2011, from a need for simpler web design to QR codes to text messaging. Review includes examples from colleges and universities.

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Mobile Marketing & Student Recruitment: What’s Hot & What’s Not in 2011 ©Robert E. Johnson, Ph.D. 2011 ACT Enrollment Planners Conference July 20-22 , 2011 Chicago, IL Bob Johnson Consulting, LLC
Part I: Overview for 2011… and onward Bob Johnson Consulting, LLC
Key Strategy Issue: ,[object Object],Bob Johnson Consulting, LLC
Peril & potential in the answer… ,[object Object],Bob Johnson Consulting, LLC
Growing expectation… ,[object Object],Bob Johnson Consulting, LLC
Major reason people go to any website… ,[object Object],Bob Johnson Consulting, LLC
Top task challenges for recruitment… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Mobile App vs. Mobile Website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
If you’re thinking about an app… Bob Johnson Consulting, LLC
Main mobile challenges… Jakob Nielsen at http://bit.ly/iqAv8 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Meet challenges and success grows… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Pew Internet on smartphones in 2011… http://pewinternet.org/Reports/2011/Smartphones.aspx ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Part II: Designing for mobile… Bob Johnson Consulting, LLC
The Golden Rule remains… ,[object Object],Bob Johnson Consulting, LLC
3 approaches to a mobile site… http://bit.ly/nMPJSk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Build a new site version for mobile? ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Basic design rule for mobile… ,[object Object],Bob Johnson Consulting, LLC
Beware the iPhone trap… ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Keep graphics small & relevant… ,[object Object],[object Object],Bob Johnson Consulting, LLC
Long links = easier mobile navigation… ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
The NY Times goal for mobile… “ The Internet should work like it does on PC screens.” Bob Johnson Consulting, LLC
Can we meet this challenge? ,[object Object],[object Object],Bob Johnson Consulting, LLC
The NY Times on mobile… Bob Johnson Consulting, LLC
Part III: Mobile Marketing in Higher Education Bob Johnson Consulting, LLC
1. Direct marketing focus… Inquiries from mobile at Kettering University Bob Johnson Consulting, LLC
The first image… while it loads Bob Johnson Consulting, LLC
At the site… who fits at Kettering Bob Johnson Consulting, LLC
Very simple enrollment inquiry… Bob Johnson Consulting, LLC
Immediate email response… Bob Johnson Consulting, LLC
Email links to admissions entry page… http://www.kettering.edu/futurestudents/ Bob Johnson Consulting, LLC
2. Task oriented home page design… Focus on internal & external users is a special challenge… Bob Johnson Consulting, LLC
A task-oriented home page… Bob Johnson Consulting, LLC
No “finger flicking” here… Bob Johnson Consulting, LLC
Easy to scan academic majors… Bob Johnson Consulting, LLC
Clean, simple program page… Bob Johnson Consulting, LLC
3. Text messaging option Find high interest inquiries early in the recruitment cycle…… St. Mary’s University, TX Bob Johnson Consulting, LLC
High interest students: 2010… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
High interest students: 2011… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit, 2010
Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit, 2011
Ongoing contact to increase conversion… Text messaging each month as the recruitment cycle unfolds… Bob Johnson Consulting, LLC
Key: Build internal opt-in database… http://www.stmarytx.edu/admission/?go=mobileupdates Bob Johnson Consulting, LLC
Not yet applied for admission… ,[object Object],Bob Johnson Consulting, LLC
Join our online community… ,[object Object],Bob Johnson Consulting, LLC
FAFSA priority deadline… ,[object Object],Bob Johnson Consulting, LLC
Merit scholarship award… ,[object Object],Bob Johnson Consulting, LLC
Register for Orientation… ,[object Object],Bob Johnson Consulting, LLC
Other message samples… ,[object Object],[object Object],Bob Johnson Consulting, LLC
4. QR Codes Using in print advertising… A place in view books, printed recruitment pieces, college fair exhibits Bob Johnson Consulting, LLC
QR code caveats… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
How people use QR codes… http://bit.ly/lpcggL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
If you use QR codes… Essential to create a mobile friendly landing page for quick scan… 2 Sky magazine May 2011 examples Bob Johnson Consulting, LLC
Not-so-good landing page… Bob Johnson Consulting, LLC
Mobile friendly landing page… Bob Johnson Consulting, LLC
Get started here… http://en.wikipedia.org/wiki/QR_cod e Bob Johnson Consulting, LLC
Experiment at places like this… http://www.qrstuff.com/ Bob Johnson Consulting, LLC
Part IV: Future Mobile Marketing Perils Legal & Technical Bob Johnson Consulting, LLC
Continuing provider challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Legal challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Technical challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Management challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Video challenges… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Part IV: Sources of Information to Follow Bob Johnson Consulting, LLC
Mobile Marketing Association… http://mmaglobal.com/policies Bob Johnson Consulting, LLC
Mobile Marketer… http://www.mobilemarketer.com/ Bob Johnson Consulting, LLC
Jakob Nielsen Usability Report… http://www.nngroup.com/reports/mobile/ Bob Johnson Consulting, LLC
Bob Johnson’s marketing blog… http://www.bobjohnsonblog.com/mobile-marketing/ Bob Johnson Consulting, LLC
Mongoose Research… http://www.mongooseresearch.com/ Bob Johnson Consulting, LLC
Mobile in Higher Ed blog… http://www.dmolsen.com/mobile-in-higher-ed/ Bob Johnson Consulting, LLC
MIT Open Source code for mobile… http://sourceforge.net/projects/mitmobileweb/ Bob Johnson Consulting, LLC
Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC

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Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011

  • 1. Mobile Marketing & Student Recruitment: What’s Hot & What’s Not in 2011 ©Robert E. Johnson, Ph.D. 2011 ACT Enrollment Planners Conference July 20-22 , 2011 Chicago, IL Bob Johnson Consulting, LLC
  • 2. Part I: Overview for 2011… and onward Bob Johnson Consulting, LLC
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. If you’re thinking about an app… Bob Johnson Consulting, LLC
  • 10.
  • 11.
  • 12.
  • 13. Part II: Designing for mobile… Bob Johnson Consulting, LLC
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. The NY Times goal for mobile… “ The Internet should work like it does on PC screens.” Bob Johnson Consulting, LLC
  • 22.
  • 23. The NY Times on mobile… Bob Johnson Consulting, LLC
  • 24. Part III: Mobile Marketing in Higher Education Bob Johnson Consulting, LLC
  • 25. 1. Direct marketing focus… Inquiries from mobile at Kettering University Bob Johnson Consulting, LLC
  • 26. The first image… while it loads Bob Johnson Consulting, LLC
  • 27. At the site… who fits at Kettering Bob Johnson Consulting, LLC
  • 28. Very simple enrollment inquiry… Bob Johnson Consulting, LLC
  • 29. Immediate email response… Bob Johnson Consulting, LLC
  • 30. Email links to admissions entry page… http://www.kettering.edu/futurestudents/ Bob Johnson Consulting, LLC
  • 31. 2. Task oriented home page design… Focus on internal & external users is a special challenge… Bob Johnson Consulting, LLC
  • 32. A task-oriented home page… Bob Johnson Consulting, LLC
  • 33. No “finger flicking” here… Bob Johnson Consulting, LLC
  • 34. Easy to scan academic majors… Bob Johnson Consulting, LLC
  • 35. Clean, simple program page… Bob Johnson Consulting, LLC
  • 36. 3. Text messaging option Find high interest inquiries early in the recruitment cycle…… St. Mary’s University, TX Bob Johnson Consulting, LLC
  • 37.
  • 38.
  • 39. Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit, 2010
  • 40. Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit, 2011
  • 41. Ongoing contact to increase conversion… Text messaging each month as the recruitment cycle unfolds… Bob Johnson Consulting, LLC
  • 42. Key: Build internal opt-in database… http://www.stmarytx.edu/admission/?go=mobileupdates Bob Johnson Consulting, LLC
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49. 4. QR Codes Using in print advertising… A place in view books, printed recruitment pieces, college fair exhibits Bob Johnson Consulting, LLC
  • 50.
  • 51.
  • 52. If you use QR codes… Essential to create a mobile friendly landing page for quick scan… 2 Sky magazine May 2011 examples Bob Johnson Consulting, LLC
  • 53. Not-so-good landing page… Bob Johnson Consulting, LLC
  • 54. Mobile friendly landing page… Bob Johnson Consulting, LLC
  • 55. Get started here… http://en.wikipedia.org/wiki/QR_cod e Bob Johnson Consulting, LLC
  • 56. Experiment at places like this… http://www.qrstuff.com/ Bob Johnson Consulting, LLC
  • 57. Part IV: Future Mobile Marketing Perils Legal & Technical Bob Johnson Consulting, LLC
  • 58.
  • 59.
  • 60.
  • 61.
  • 62.
  • 63. Part IV: Sources of Information to Follow Bob Johnson Consulting, LLC
  • 64. Mobile Marketing Association… http://mmaglobal.com/policies Bob Johnson Consulting, LLC
  • 65. Mobile Marketer… http://www.mobilemarketer.com/ Bob Johnson Consulting, LLC
  • 66. Jakob Nielsen Usability Report… http://www.nngroup.com/reports/mobile/ Bob Johnson Consulting, LLC
  • 67. Bob Johnson’s marketing blog… http://www.bobjohnsonblog.com/mobile-marketing/ Bob Johnson Consulting, LLC
  • 69. Mobile in Higher Ed blog… http://www.dmolsen.com/mobile-in-higher-ed/ Bob Johnson Consulting, LLC
  • 70. MIT Open Source code for mobile… http://sourceforge.net/projects/mitmobileweb/ Bob Johnson Consulting, LLC
  • 71. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC