Best Practices in Running Senior Search Campaigns

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Higher Education Marketing Links of the Day – July 25, 2011

The Master’s as the New Bachelor’s (NYTimes). “Call it credential inflation. Once derided as the consolation prize for failing to finish a Ph.D. or just a way to kill time waiting out economic downturns, the master’s is now the fastest-growing degree.”

Numbers to Say No (IHE). “Nazareth College found that students enrolled at the same rates (or even slightly higher rates) when their appeals were denied as when the appeals were accepted.”

US: Reinventing Higher Education (University World News). “[I]nnovation, when it occurs, is relatively small-scale, slow and lacks the transformative power to effect real system change.”

Email Metrics: Open, Click Rates Highest in the Morning (Marketing Profs). “[F]indings from the July 2011 edition of the Email Marketing Metrics Report, including the best day to send email and open and click rates by industry and list size.”

Can You Use Social Media to Create Inquiries? Thoughts from ACT EPC 2011

At ACT EPC 2011 last week, someone asked if social tools could be used for generating interest during the Inquiry phase of the enrollment process.

The short answer is , ‘Yes.’

The long answer is that you’ll have to get away from your own site to do it. In order to generate awareness and interest you’ll have to create an outreach strategy. Note, however, that your outreach shouldn’t only be directed towards students, but the people who are influencing them.

For example, if I was trying to spread the word about a new STEM program, I would identify the bloggers, magazines and organizations that are ALREADY talking to students. From there, I introduce myself and start providing those groups with content and resources from my school.

Your goal here is to create a win/win for you and the blogger. Let’s remember: Bloggers are people, too. They want great content for their sites and constituencies. Your school has a wealth of knowledge that they can tap in to. And the bloggers have a community that you would like to become a part of.

To provide some really great content for your new friends, consider having a ‘Blogger Day’. Bring in the bloggers and organizations. Let them meet your faculty, take video, write blogs about your school. They’ll get great content and you’ll get some phenomenal feedback from people who are the front lines.

This outreach approach takes time, authenticity and planning, but it’s a sure way to generate conversation about your institution. The trick is to get away from your own ‘tools’ and focus on helping the people who are actively already in conversation.

I also mentioned a few other things at ACT EPC 2011. The clip is below.

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Higher Education Marketing Links of the Day

Each day, TWG Plus gives you a short synopsis of current events and best practices from the world of higher education and higher education marketing. Dr. Taylor Trussell is your curator.

Colleges replacing loans with no-pay grants for neediest students (Washington Post).Colleges are replacing loans with grants for students in need of financial assistance.

How to make college cheaper (Economist).Vance Fried of Oklahoma State University, asked the question, “Is it possible to provide an exceptional education at less than half of what public research institutions charge?”

Why Lehigh (and every other) University needs to be on Gplus. Now. (Jeremy Littau). Jeremy Littau weighs in on the value of Google+.

Higher Education Marketing Links of the Day

Each day, TWG Plus gives you a short synopsis of current events and best practices from the world of higher education and higher education marketing. Dr. Taylor Trussell is your curator.

Career Fair Hiring Again? (College Guide). “Apparently companies are going to college career fairs again, and hiring. Well, maybe.”

A logo is not a replacement for content or actions (Inside Tim’s Head). “It’s low-investment activity, sort of like bringing a canned good to gain free admission to a sporting event, then believing you’ve done your part to make the world a better place.”

What Makes a Great Professor (Survey) (Higher Education Management Group). “Notice what falls lowest as a source of value for professors from the student’s perspective: the very things that serve as the basis of value to the professor’s themselves and the institution’s that support them … .”

Is Your Brand Cool? (MediaPost). “As our current teenage audience becomes savvier about marketing, it is important to understand how the modern teenager defines cool.”

The New Funnel: The Decision Ellipse (Brian Solis). “[The d]ecision making cycle of connected customers.”