Your Higher Education Marketing Newsletter… July 2022

July…Hoping that everyone has survived the worst of summer melt and has a pretty firm idea of what ot expect as a new semester opens.

Notable Twitter Quote: “Just because young people use a social platform or communication medium to watch videos or talk to their friends doesn’t necessarily mean they want to talk to a college rep on it.” Jeremy Tiers on Twitter.

The eduWeb Summit conference (July 26-28, Philadelphia) program is ready to view. Check the “Schedule-at-a-Glance” for topics and presenters. Crafted from your campus challenge submissions. Designed to promote collaboration. Discounted room rates are available until July 11.

Janus Boye is holding a new Higher Education Connect conference in Manchester, U.K. this September 27-28. Janus creates the best organized, friendliest conferences I’ve had the pleasure of attending. “Sign up to receive one single email when the draft program is ready.”

Increase your website recruitment strength. Keep potential students smiling after their first visit with rapid completion of the tasks that brought them to your site. Gerry McGovern’s Top Task webinar series continues on August 9. Register for “Top Tasks Overview.”

  • How to identify what matters most–the Top Tasks
  • How to measure the performance of the Top Tasks
  • How to create a classification / navigation based on Top Tasks

Join 898 higher education professionals on the members-only Top Tasks: Higher Education Website Content group at LinkedIn. Check the latest post: “Top Task Student Recruitment Emphasis” with links to two university home pages that put academic program links in priority position. Join us at https://www.linkedin.com/groups/8478858.

Follow along with 7,200+ people for my daily marketing updates on Twitter.

Forward this newsletter to a friend. Only email required here to subscribe for a personal copy.

And now, your July marketing news and notes.
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Cartoon of the Month: ”The Innovation Funnel”

Tom Fishburne: “As ideas run the organizational gauntlet, they can get pruned, sheared, shaped, and watered down beyond recognition.”

Laugh and weep with Tom and think about protecting your best ideas at “The Innovation Funnel
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Roe vs. Wade: Impact of SCOTUS Decision on College Enrollment

Might the Supreme Court decision on Roe vs. Wade change enrollment migration patterns for women in the U.S.?

Jon Boeckenstedt says he doesn’t know the answer. At present 79 percent of college students enroll in their home states. Most students who do migrate out-of-state are from more affluent, educated families.

With that as background, Jon has done a Higher Ed Data Story showing the present enrollment college and university enrollment mix in 4 areas: in-state students, students from states with “restrictive or illegal” abortion laws, students from states with “legal or permissive” abortion laws and international students.

Sort by state type of abortion laws now in effect, by public vs. private status, and by you own state.

Check your school’s mix at “Abortion policy and freshmen migration, 2018 and 2020.”
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Futurist Special: The Metaverse in 2020

Pew Research Center and Elon University got responses from 600+ tech “experts” re whether or not the metaverse will unfold as current advocates hope it will.

No consensus for sure:

  • “54% of these experts said that they expect by 2040 the metaverse will be a much-ore-refined and truly fully-immersive, well-functioning aspect of daily life for a half billion or more people globally.”
  • 46% did not agree.

Details on the reasoning of each group at “The Metaverse in 2040.”
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Writing Right for the Web: Reminders from Nielsen-Norman

As web designs have evolved, so have the ways that people read (or don’t read) web content.

One behavior has been consistent over time and several Nielsen-Norman tests: people scan when first opening a page and seldom scan everything on a page. Content most important to a visitor should be first on a page to get their attention and make task completion easier.

An element that has not changed: impatience. “People don’t want to waste time or effort online.”

Refresh your thinking about the best way to present content to potential students at “How People Read Online: New and Old Findings.”
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Online College Students: Demands and Preferences in 2022 Report

Education Dynamics recently released the 11 annual survey of students attending online education. Some key findings to consider:

  • Most people prefer degree programs (75%) but interest in certificate programs (25%) is increasing.
  • Most are enrolled in full-time programs (66%) and want to complete those programs as quickly as possible to achieve “salary, position, and other job-related goals.”
  • 98% enroll for career related reasons, most for either “more money” or to “start a new career more aligned with my interests.”
  • Most students (70%) have connections with others online and prefer programs that enable this.
  • Over 60% of both undergrad and graduate students prefer class sizes of 40 or less.

Much more to review for marketing efforts when you download the 77-page report at “Online College Students Report 2022.”
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Texting: Opt-in (and out) Best Practices

Everyone texts these days to potential students, from the time of first inquiry through the summer melt.

My recent forays into secret shopping tell me that it is good thing to pause once in a while and review the basics of how to sign people up… and how to let them go.

The folks at Mongoose Research, pioneers in higher ed texting, offer worthy advice. Two special points:

  • Consider a double opt-in: “The main benefits of utilizing a double opt-in are that you will have more engaged/responsive contacts and a decreased likelihood of being flagged as spam.” (A point to remember: quality of always better than quantity in building recruitment pools.)
  • “Keep inquiry forms simple, fun, and to the point.” (Especially simple.)
  • Make it easy to opt-out. (And don’t ask questions about why someone is doing this.)

Find much more to double-check your texting plan at “Opt-In Best Practices for Higher Ed Texting.”
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Social Media Marketing: A Guide for Colleges

Add this 368-page book by Liz Gross, CEO at Campus Sonar, to your online resource shelf. No need to read everything at once but you’ll likely find chapters that cover about every social media topic that will arise over time.

The 20 chapters (plus an extensive resource guide) are divided into 3 sections:

  • “Building and Articulating Your Core Strategy”
  • “Content Foundations”
  • “Core Concepts of Social Media Management”
  • “What Keeps Social Media Managers Up At Night”

Download the book with just name and email at “Fundamentals of Social Media Strategy.”.
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Landing Page Conversion: 5 Improvement Checks

Do potential students visiting your landing pages take the action you want them to take?

Lakshmi Padmanaban at the Content Marketing Institute recommends 5 elements to check if you are not satisfied with landing page conversions. My favorite:: “Your landing page takes a long time to load.”

More on how you might increase conversions at “5 Reasons Why Your Landing Page Conversions Don’t Bump with Traffic Jumps.”
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Career Opportunity: VP for Enrollment Management and Marketing

William Pearce University in Raleigh, North Carolina is searching for a new enrollment and marketing leader with direct reports from admissions, financial aid, marketing and communications.

Check the details on responsibilities and requirements at “Vice President for Enrollment Management and Marketing.”
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Most Popular in June Newsletter: “Brand Building” vs. “Performance Marketing”

People too often see these two activities as at odds with one another. That’s a serious mistake that results in less overall marketing impact. Laugh and learn about the need to combine two activities at “false choice between brand and performance.”
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Be a marketing champion on your campus.

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