Academic Impressions
Orange County, CA
June 25-27, 2014
Bob Johnson Consulting, LLC
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Future trends in Higher Education Marketing©Robert E. Johnson, Ph.D. 2014 презентация
Содержание
- 1. Future trends in Higher Education Marketing©Robert E. Johnson, Ph.D. 2014
- 2. Will marketing like this disappear? http://monstersuniversity.com/edu/ Bob Johnson Consulting, LLC
- 3. WHAT’S LIKELY TO CHANGE… Bob Johnson Consulting, LLC
- 4. “BIG DATA”… We will actually learn to
- 5. INBOUND MARKETING… SEO, blogs, social media and
- 6. PERSONAL VIDEO STORIES… Realistic student story telling
- 7. ADOPTION OF CRM SOFTWARE… A major area
- 8. MOBILE APPS… Sophisticated marketing programs will continue
- 9. SPECIALIZATION… “Department store” universities will shrink. It
- 10. WHAT’S LIKELY TO STAY THE SAME… Bob Johnson Consulting, LLC
- 11. PERSONAL CONTACT… Selling an expensive product benefits
- 12. CAN’T PREDICT… Bob Johnson Consulting, LLC
- 13. MARKETING AS PROMOTION ONLY… Can anyone drive
- 14. BRANDING CAMPAIGNS… More than just glitter w/o
- 15. STRATEGY OF SHRINKAGE… Will residential liberal arts
- 16. TUITION DISCOUNTING… Will it end or shrink
- 17. RESOURCES TO EXPLORE… Bob Johnson Consulting, LLC
- 18. Change in 10 years… http://www.evolllution.com/opinions/ways-higher-education-marketing-change-10-years/ Bob Johnson Consulting, LLC
- 19. Digital and social media trends… http://thefutureindex.wordpress.com/2013/10/29/7-digital-social-trends-for-higher-education-marketing/ Bob Johnson Consulting, LLC
- 20. Inbound marketing w/ HubSpot… http://www.hubspot.com/inbound-marketing Bob Johnson Consulting, LLC
- 21. Marketing automation… http://www.hubspot.com/marketing-automation-information Bob Johnson Consulting, LLC
- 22. How much will programs shrink? http://collegeof2020.com/ (21 April 2014) Bob Johnson Consulting, LLC
- 23. THANK YOU! Bob Johnson, Ph.D. (248.766.6425) bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC
Will marketing like this disappear?
http://monstersuniversity.com/edu/ Bob Johnson Consulting, LLC
Слайд 1FUTURE 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
Academic Impressions
Orange County, CA
June 25-27, 2014
Слайд 2Will marketing like this disappear?
http://monstersuniversity.com/edu/
Bob Johnson Consulting, LLC
Слайд 4“BIG DATA”…
We will actually learn to use it.
Especially in “search” activities.
Shrink
the scope of “outbound marketing.”
Bob Johnson Consulting, LLC
Слайд 5INBOUND MARKETING…
SEO, blogs, social media and more.
Fewer, more interested prospects.
Still a
need to connect and convert.
Bob Johnson Consulting, LLC
Слайд 6PERSONAL VIDEO STORIES…
Realistic student story telling replaces PR and “marketing speak”
content.
Bob Johnson Consulting, LLC
Слайд 7ADOPTION 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.
Best with a “direct marketing” mind set.
Will increase enrollment conversion.
Bob Johnson Consulting, LLC
Слайд 8MOBILE APPS…
Sophisticated marketing programs will continue to build specialized apps for
an optimum online experience.
Bob Johnson Consulting, LLC
Слайд 9SPECIALIZATION…
“Department store” universities will shrink.
It is easier to market a specialization
than a commodity.
Bob Johnson Consulting, LLC
Слайд 11PERSONAL CONTACT…
Selling an expensive product benefits from personal contact via telephone,
email, text and in-person meetings.
Bob Johnson Consulting, LLC
Слайд 13MARKETING AS PROMOTION ONLY…
Can anyone drive this away?
“Academic excellence” & “Caring
faculty”
We can only hope.
We can only hope.
Bob Johnson Consulting, LLC
Слайд 14BRANDING CAMPAIGNS…
More than just glitter w/o resources?
Be what you are and
what people know you are.
Be patient.
Be patient.
Bob Johnson Consulting, LLC
Слайд 15STRATEGY 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
Слайд 16TUITION DISCOUNTING…
Will it end or shrink in private sector?
Will it spread
even more in the public sector?
Bob Johnson Consulting, LLC
Слайд 18
Change in 10 years…
http://www.evolllution.com/opinions/ways-higher-education-marketing-change-10-years/
Bob Johnson Consulting, LLC
Слайд 19
Digital and social media trends…
http://thefutureindex.wordpress.com/2013/10/29/7-digital-social-trends-for-higher-education-marketing/
Bob Johnson Consulting, LLC
Слайд 20Inbound marketing w/ HubSpot…
http://www.hubspot.com/inbound-marketing
Bob Johnson Consulting, LLC
Слайд 21Marketing automation…
http://www.hubspot.com/marketing-automation-information
Bob Johnson Consulting, LLC
Слайд 22
How much will programs shrink?
http://collegeof2020.com/ (21 April 2014)
Bob Johnson Consulting, LLC
Слайд 23THANK YOU!
Bob Johnson, Ph.D. (248.766.6425)
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
Bob Johnson Consulting, LLC
