Future trends in Higher Education Marketing©Robert E. Johnson, Ph.D. 2014


The Presentation inside:

Slide 0

Future trends in Higher Education Marketing ©Robert E. Johnson, Ph.D. 2014 Building a Strategic Recruitment Communications Plan Academic Impressions Orange County, CA June 25-27, 2014 Bob Johnson Consulting, LLC 1


Slide 1

Will marketing like this disappear? http://monstersuniversity.com/edu/ Bob Johnson Consulting, LLC 2


Slide 2

What’s likely to change… Bob Johnson Consulting, LLC 3


Slide 3

“Big Data”… We will actually learn to use it. Especially in “search” activities. Shrink the scope of “outbound marketing.” Bob Johnson Consulting, LLC 4


Slide 4

Inbound marketing… SEO, blogs, social media and more. Fewer, more interested prospects. Still a need to connect and convert. Bob Johnson Consulting, LLC 5


Slide 5

Personal Video stories… Realistic student story telling replaces PR and “marketing speak” content. Bob Johnson Consulting, LLC 6


Slide 6

Adoption of CRM Software… A major area for financial investment. A bigger area for staff training. Best with a “direct marketing” mind set. Will increase enrollment conversion. Bob Johnson Consulting, LLC 7


Slide 7

Mobile Apps… Sophisticated marketing programs will continue to build specialized apps for an optimum online experience. Bob Johnson Consulting, LLC 8


Slide 8

Specialization… “Department store” universities will shrink. It is easier to market a specialization than a commodity. Bob Johnson Consulting, LLC 9


Slide 9

What’s likely to stay the same… Bob Johnson Consulting, LLC 10


Slide 10

Personal contact… Selling an expensive product benefits from personal contact via telephone, email, text and in-person meetings. Bob Johnson Consulting, LLC 11


Slide 11

Can’t predict… Bob Johnson Consulting, LLC 12


Slide 12

Marketing as Promotion only… Can anyone drive this away? “Academic excellence” & “Caring faculty” We can only hope. Bob Johnson Consulting, LLC 13


Slide 13

Branding campaigns… More than just glitter w/o resources? Be what you are and what people know you are. Be patient. Bob Johnson Consulting, LLC 14


Slide 14

Strategy of Shrinkage… Will residential liberal arts colleges adopt a strategy of “smaller is better” as did St. Michael’s College (VT)? Bob Johnson Consulting, LLC 15


Slide 15

Tuition discounting… Will it end or shrink in private sector? Will it spread even more in the public sector? Bob Johnson Consulting, LLC 16


Slide 16

resources to explore… Bob Johnson Consulting, LLC 17


Slide 17

Change in 10 years… http://www.evolllution.com/opinions/ways-higher-education-marketing-change-10-years/ Bob Johnson Consulting, LLC 18


Slide 18

Digital and social media trends… http://thefutureindex.wordpress.com/2013/10/29/7-digital-social-trends-for-higher-education-marketing/ Bob Johnson Consulting, LLC 19


Slide 19

Inbound marketing w/ HubSpot… http://www.hubspot.com/inbound-marketing Bob Johnson Consulting, LLC 20


Slide 20

Marketing automation… http://www.hubspot.com/marketing-automation-information Bob Johnson Consulting, LLC 21


Slide 21

How much will programs shrink? http://collegeof2020.com/ (21 April 2014) Bob Johnson Consulting, LLC 22


Slide 22

Thank You! Bob Johnson, Ph.D. (248.766.6425) [email protected] www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC 23


×

HTML:





Ссылка: