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All material in this presentation, including text and images, is the property of Noel-Levitz, LLC. Permission is required to reproduce this information.
Incorporating E-Communications and the Latest Enrollment Technologies and Initiatives to
Build and Shape the Student Body
Presented by Stephanie GeyerVice President for Web Strategy and Interactive Marketing Services
March 27, 2013
Finding answers since 2005
Visit any partner site to find the latest studies, including the 2013 E-expectations of Juniors and Seniors white paper and trend reports for our recent Net Price Calculator and International Student studies.
E-Expectations Research
E-expectations 2013: Focal Points
Mobile Users and Your Web Resources
E-communications Resources and Preferences
Social Media Trends and Opportunities
Telephone survey of 2,018 high school students
• Facilitated in March and April 2013
• List source: National Research Center for College and University Admissions (NRCCUA)
• 95% confidence interval
• +/- 3% margin of error
Methodology
About the 2,018 Respondents
*1 percent of respondents reported a grade average below C-level.
Pew Internet and American Life Project, Teens and Technology, 2013http://www.pewinternet.org/Reports/2013/Teens-and-Tech/Main-Findings/Teens-and-Technology.aspx
Mobile users visiting your site will only increase. Consider adaptive/responsive approaches to enhancing their experience and mobile apps that can target specificuser needs.
See The 2013 State of Mobile & Responsive Web in Higher Ed at higheredexperts.com:• 68% of 174 campuses have a mobile strategy in place
Users are accessing your site throughout each stage of the enrollment process. Be sure they can find the right content at the right moment, even when they’re using a mobile device.
There’s more interest than actual experience in completing forms on mobile devices
E-communications can make a difference in the connections students develop with your institution. Layers of online resources and experiences help them connect with you on their own terms and in their own time.
Experimenting with paid interactive marketing? Be sure you are using unique landing pages for each campaign, and that you’ve taken time to integrate each with your Web analytics system to maximize your ability to track users all the way through the engagement process.
Students checking e-mail on a smartphone are not going to read the same way they will on a full-size PC or laptop screen. Your e-mail messages need to adapt to this reality.
• Economize your e-mail copy as much as possible so mobile users won’t have to scroll through long lines of text.
• Create designs that, while attractive, maximize the screen space of smaller displays.
• Move calls to action up so they display before the fold or on the first scroll of a mobile display, and repeat the request at the end.
• Test all of your messages on a variety of mobile platforms before deploying.
• Twitter was the only social media asset to gain users.• Though Facebook appears to be losing some traction
with traditional college-bound students, it is still worthwhile as a social media asset. Continue developing engaging content resources that link into inquiry forms, event registration, and other online assets that can help build your inquiry pool and engagement opportunities.
• Build an editorial calendar to coordinate your social media posts with e-mail and print campaigns.
• Use tools like Storify to aggregate posts and tweets and then repackage on your site.
Questions?
Recommendation Summary:
• Optimize the mobile experience through adaptive design or through mobile sites.
• Design with smaller displays in mind so that your Web pages, e-mails, and other electronic content look appealing on smartphones.
• Add forms for mobile users beyond simplecontact forms.
• Get students to opt into as many communication streams as they want.
• Put your best institutional face on your Web site. • Never stop researching your visitors.