Clark University Online College Search Plan April 22, 2009
Clark University
Online College Search PlanApril 22, 2009
The Search Process
CollegeBoard USNews CTCL Zinch Peterson’sPrinceton Review
NavianceUCan-
networkNCES
USA.Edutime
facebook Google
ClarkU.edu
ADMISSIONStealth
Applicants
Q: Does the content and experience give prospective students and their parents what they want/need from the school website?
Optimization
Parents & Students
Comparable Schools
Market
• More students enrolling than ever
• Parents much more value conscious (Is our school worth
it?)
• Key is to differentiate
• Everyone is responsible for advancing the mission
• The internet has had the biggest impact on the college application process recently
Market
• 67% of undergraduate institutions used or planned to use a paid search
• 57% of college-bound students use the World Wide Web to research colleges and universities
• Generation-Y is looking for an instantaneous yet personalized approach to the college search
• A recent survey in MA found that more than 90% of students interested in attending four-year colleges use “matchmaking” sites in their search
• Colleges now use social media to reach their target more than Fortune 500, and Inc. 500 Companies
• “Stealth Applicants”
Recommendation
Analyses of the ten target sites showed that the websites which may act as incubator for Clark’s developing brand are somewhat limited. Most of these important referring sites do not allow the flexibility to shape the university’s image. The university aims not only to differentiate itself from other schools, but to spread the word. Based on careful online research we found opportunities to market the Clark brand at five different websites; Zinch.com, Google.com, Facebook.com, Princetonreview.com, and Petersons.com.
Recomendation
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