Sean.carton@idfive.com Recruitment 3.0 Connecting with generation 1011001 NAICU Annual Meeting February 4, 2007.

Sean.carton@idfive.com

Recruitment 3.0

Connecting with generation 1011001

NAICU Annual MeetingFebruary 4, 2007

“We have no future because our present is too volatile. We have only risk management. The spinning of a given moment’s scenarios. Pattern recognition.”

William Gibson, Pattern Recognition

The five big trends that are changing marketing and communication (and everything else)

The Consumer is

in control

Producers Consumers

Power to the people…

Factoid:1/3 of Internet users visitedautomotive sites in February 2003.MediaMetrix

Sean.carton@idfive.comAtoms to bits

Information

Atoms Bits

The path from atoms to bits…

Real time to My time

Media consumption

Linear Nonlinear

fastforward…

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Centralization is

structures

Hierarchies Networks

From org charts…

… to organic growth

The future is always on

Data/Power

Wired Wireless

50% of 10-18 year olds have their own mobile phone Source:GfK NOP Technology

“(A study of )144 cell-phone users between the ages of 16 and 40 from several countries and found that teenagers were so immersed in the technology that they often saw little difference between meeting face to face and talking on the phone.”Wired News, May 16, 2003

* 63% of 18-27 year olds text message* 31% of 28-39 year olds text message* 18% of 40-49 year olds text messagesource: pew internet & american life project

Generation 1011001

fundamental effects

• Search begins early...really early.• Expectation of access• Low tolerance for “marketing-speak”• DIY mentality• Authenticity matters. A lot.• Impression formed online & quickly• Wider array of influencers• Apps, not ads• “mass culture” disappearing

Attention has become the most

limited resource

Youth and Adults Live Online

Media Selection: What Teens Do Online

Moving towards online…

• Teens spend more time online than watching television– “Using the Web to Reach Teens”, Tim McHale, iMedia Connection, 2/19/03

• More than 55 percent of students would like to look at a site rather than read a brochure

– “Students typically turn to Web to research colleges, universities” , LRP Publications, Enrollment Management Report, 12/1/05

• 74% of college-bound high school students report researching colleges and universities online

– “Navigating Toward E-Recruitment: Ten Revelations About Interacting With College-Bound High School Students” , Noel-Levitz Study, 2005

• 72% of teens who visited a college website said they submitted an inquiry form also 70% of parents go online to research colleges

– “Navigating Toward E-Recruitment: Ten Revelations About Interacting With College-Bound High School Students” , Noel-Levitz Study, 2005

Email is soooooo 2005!

• Would you consider sending an IM to a college rep through the school’s site? Yes 71%

• Would you consider reading/responding to an IM from a college rep if he or she noted you were online? Yes 82%

• Would you consider taking a call on your cell from a college representative? Yes 59%

• Would you consider accepting a text message from a college rep? Yes 49%

Source: E-Expectations Survey 2007

Old Media Deathwatch: Fact 1

•The Internet is now the primary news source for over 50 million Americans.–Pew Internet and American Life

Project

• The Internet is now the number one daytime medium and the number two medium in the home for those between 18-50.–Online Publisher’s Association &

Ball State Center for Media and Design, June 2006.

•Only one in four people between 18-34 can name the four major broadcast networks.–Advertising Age report on Burst

Media study, May 15, 2006

Sean.carton@idfive.comBroadcast

Mobile

Prospect

DirectMail

Telemarketing

Going digital

“half the money I spend on advertising is wasted; the trouble is I

don't know which half”John Wanamaker

Why going digital makes sense

• Flexible• Customizable• Measurable• Accountable• Targetable• Fits media used by audiences

What it’s good for

• Generating qualified leads• Building relationships• Ongoing measurement• Driving enrollment in both undergraduate and

graduate

What it’s not so good for

• Immediately building brand recognition– OK...without a sufficient budget

• Changing/building brand perception• Highly local communication...though this is changing.

What it’s not

Online marketing models

• CPM: paying for “eyeballs”– Less expensive– Provides branding opportunities– banners / RichMedia

• CPC/CPL: paying for direct results– More expensive– ...but you only pay when you get a response

• Search– CPC model, but more flexible friendly– Inserts into the buying decision process

Sponsored or paid link (1-10% CTR)

Traditional or “natural” search results(90-99% CTR)

The Process

Development, Acquisition

& Retention Lifecycle

Retain• Loyalty and cross sell

•Retention Program

•Micro-site•Landing Pages

•SEM/SEO•Email List Rental

•Online Media

Capture

•Leads

Convert•Admissions

Recruitment ecosystem

• Generating leads– Traditional methods

– Online, direct response

• Fulfillment

• Relationship building– Admissions counsellors

– Email contact

• Enrollment

• Retention

Your Web Site is your

most important communications vehicle. Period.

Your site is your brand

The Paradigm Shift : Accountability

• Real ROI numbers on campaign• Real measurement of:

– Exposure– Response– Actions

• Direct• Post exposure

– Ongoing contact– Yield*

Difficulties in implementation

• Budgeting and priorities• Enrollment management process

– Especially true on graduate recruitment– Exposes weaknesses in existing systems

• Internal resistance to change• New procedures/training• Lack of faculty/staff awareness that the campaign is

even going on– “Where’s all the money going? I haven’t seen an ad yet!”

In Practice: A Brief Case Study

• Midsize public university located outside of Baltimore, MD

• Founded 1967• History of being a commuter school• “Backup school”• Rebranded as “An Honors University in Maryland” in

2002• Strong reputation for science, math, engineering

Situation

• Lack of awareness/mistaken awareness in targets• Disconnect between internal and external views• Increasing pressure from flagship school (UMCP)

and recent offerings• Desire to drive overall undergraduate enrollment• Need to drive transfer enrollment• Need to build professional graduate program

enrollment

Objectives

• Increase qualified undergraduate and graduate leads• Increase applications• Expand brand perception for arts, humanities, and

social sciences• Influence perception amongst targets and their

influencers• Increase awareness amongst targets and influencers

Strategy

• Go where the prospects (and their parents) are: online!

• Combine various approaches, test, and refine based on response.

• Bolster local recruitment/awareness with radio and some print (newspapers)

• Drive response, establish relationship, and guide decision making process

• Continually test, report, analyze and refine

Elements

• Banners• Cost-Per-Lead programs• Paid Search listings• Landing pages for branding and lead capture• Ongoing email contact• Personal contact from Admissions counselors• Expand online experiential opportunities

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1 2 3 4

1. Prospect clicks banner ad.2. Prospect goes to landing page and fills out form.3. Prospect data goes into Publicaster database.4. Prospect receives email generated from Publicaster.5. Prospect clicks on link in email and applies to UMBC.

Where?

• Student Oriented Sites– Princeton Review– College Bound Network

• News/Information– US News & World Report– Baltimore Sun

Media Plan

• Plan includes:– 57 million impressions– 15-20K projected clicks– 9-11K projected leads

• Campaign projected to run from October-September 07

Targeted Calls to Action

• Each campaign direction can accommodate specific CTAs – important to encourage clicks

• Examples:– Be

• Click here to learn how to be ____ at UMBC.

• Be smart! Fill out a short form to receive information on our Scholars’ Programs!

– Discover• Discover UMBC’s campus on Summer Preview Days

• Click here to discover transfer opportunities at UMBC.

• Discover why UMBC is a USA Today HOT school.

– Go• Go! Fill out an application online.

• Go to an open house.

• Go to an online chat to learn more.

• Direct calls to action work the best: “Apply” “Download”

Results

• To date (10/2006-1/1/2007), generated 902 qualified leads to undergraduate admissions office.

• Generated hundreds of “actions” not counted in lead total

• Followup confirms leads are highly qualified, with most having GPA’s and SAT’s on-par or higher than typical applicants

• Yield (leads/enrollments) estimated at 10% of leads.

• Delivered 35% of undergraduate campaign goals with only 22% of the total media budget (approximately $180,000)

Lessons/Observations

• Cost-per-lead best performer.• Search marketing had synergistic effect.• Non-traditional/degree complete-ers very responsive.• Transfer students very responsive.• Calls to action vital, must be the lead.• Lead management vital.

Recruitment 3.0

• Things have changed. Drastically. • New technology, new mindset.• Show, don’t tell.• Information• Access• Accountability• Authenticity• Experience• Individuals not audiences

Let’s talk!

Sean.carton@idfive.com Recruitment 3.0 Connecting with generation 1011001 NAICU Annual Meeting February 4, 2007.

digital slide

fastforward slide

mediametrix slide

pattern recognition

limited resource slide

organic growth slide

adults live online slide

half john wanamaker

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