Bob Johnson's Blog on Higher Education Marketing tag:www.bobjohnsonblog.com,2008-11-21://1 2012-05-10T17:55:34Z News and notes about college and university marketing, with an emphasis on online marketing communications. Movable Type Pro 4.21-en Web writer and content specialist... tag:www.bobjohnsonblog.com,2012://1.235 2012-05-10T17:18:00Z 2012-05-10T17:55:34Z Web content writer and more... Will you do this for $45,000 per year?Here's another entry to my collection of job descriptions (and sometimes salary) for positions like this.Description This individual will: write engaging and dynamic content, with particular emphasis... Bob http://www.bobjohnsonconsulting.com

Web content writer and more... Will you do this for $45,000 per year?

Here's another entry to my collection of job descriptions (and sometimes salary) for positions like this.

Description

This individual will:

This position requires:

  • the ability to write and present information in a clear and compelling manner for the school's target audiences
  • strong attention to detail to ensure accurate application of policies and practices
  • proficiency in using content management systems
  • strong collaborative skills

This person will also collaborate closely with University Communications on projects that communicate and promote our brand.

Responsibilities

  • Write and edit compelling, accurate and information-rich content in our content management system for our websites and email campaigns.
  • Work closely with the school's 26 academic departments to research, develop and write content for their web presences.
  • Write compelling, timely stories that resonate with the prioritized audiences identified in our business case and that advance the reputation of the school.
  • Coordinate the inclusion of dynamic multimedia content across the school's web presence, with emphasis on the homepage.
  • Edit the school's websites to ensure consistency, accuracy, readability and appropriateness of style.
  • Work closely with our faculty to write and edit faculty professional summaries.
  • Identify opportunities to leverage non-text media (audio, photo, video, interactive media) in school websites.
  • Maintain the master editorial content calendar.

Knowledge

Essential

  • Thorough knowledge of the fundamentals of grammar, syntax, style and punctuation; meticulous copyediting and proofreading skills.
  • Demonstrated skills in writing, editing and effective communication with a variety of constituencies.
  • Writing for the web.
  • User-centered web content development and a strong instinct for usability and effective content organization.
  • HTML markup language for formatting and styling web content.

Preferred

  • Mastery of at least one content management system.
  • Basic image editing skills.

Abilities

  • Outstanding web writing, editing and proofreading skills, with meticulous attention to detail.
  • Strong interpersonal communication, diplomacy and relationship-building skills to establish and maintain effective working partnerships with internal clients and other staff members.
  • Ability be flexible and to work both independently and collaboratively on multiple projects as part of a tightly-knit team that includes a content strategist, information architect, other writers, a photographer and a user experience expert.
  • Strong organizational and time-management skills: demonstrated ability to effectively organize, prioritize and manage a high volume of assignments, with frequent interruptions, to complete tasks in a timely manner.
  • Ability to organize multiple layers of copy and maintain consistency in voice, brand and site architecture.
  • Ability to think creatively and strategically.
  • Ability to produce consistently, learn rapidly and keep pace with other team members.
  • Ability to make good judgment calls in a complex environment.

Education and Experience

  • Bachelor's degree in marketing, communications, creative writing, public relations or similar field.
  • Three or more years' experience in writing and editing web content.
  • Work experience in a higher education environment a plus.

Reporting Relationship

This position will report to the Director for Strategic Digital Communications.

Functional Relationships

This individual will work cooperatively and creatively with the rest of the Office of Communications professionals in order to produce high-quality and targeted web content. This individual will work frequently with staff in affiliated hospitals and staff and faculty within the medical school.

Appointment, Salary and Benefits

This is a full-time (40 hours/week) salaried position. The salary is $45,000 annually.

Detailed benefit information is available on the UB Foundation website.

Applying

Review of applications will begin immediately and continue until the position is filled. Submit your resume, cover letter and links to three examples of online content you have produced to the SMBS Office of Communications.

]]> Your Higher Education Marketing Newsletter... May 2012 tag:www.bobjohnsonblog.com,2012://1.234 2012-05-01T23:09:54Z 2012-05-01T23:19:07Z May greetings to everyone. As you read this I am on my way to Grant MacEwan University in Edmonton, Alberta, my second visit to a most energetic and enterprising university.This is also my week to finish details for my digital... Bob http://www.bobjohnsonconsulting.com
This is also my week to finish details for my digital marketing strategy tutorial at the J.Boye Web and Intranet Conference (bit.ly/wRxeCi) next week as well as the material for my 2-day "Writing Right for the Web Conference" May 24-24 (bit.ly/AfVgk3). The early registration discount for web writing is open until May 4.

And now here are your marketing news and notes for May.
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Do Loans Count as Financial Aid?

This is not a new question, but it is receiving increased attention in today's economic climate where people are more concerned about assuming debt of any sort.

Bloomberg added to what is a growing public relations challenge by calling out four universities in an article titled "Colleges Confuse Students with Letters Offering Aid That's Debt." A subhead in the story refers to the financial aid award letters reviewed as "Manipulative and Deceptive."

How do your award letters compare with those sent by Drexel, Bradley, and Butler universities and the Missouri University of Science and Technology? Start with the April 24 Bloomberg article at bloom.bg/ICBlcs
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Mobile Marketing: 10 Tips for Effective Email in the Mobile World

Once again, let us make this point: email is far from dead. Indeed, it is thriving. But effective email today is not what it was 5 or 10 years ago.

The direct marketing experts at Target Marketing offer 10 best practices for email design that will bring higher open rates from people reading them on a mobile device. The very specific advice includes maximum pixel width, recommended fonts, best font size for headlines and text, and where to place the call to action.

But my favorite was included at the end: be sure to bring people to a mobile-friendly web page. If you do not do that, your conversion rate will suffer. Read more on "10 Email Design Best Practices for a Mobile World" at bit.ly/HyHkxa
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Mobile Marketing: Cannot believe I read this department

An exec at some sort of mobile marketing place said in a Mobile Marketer article that while having a mobile-friendly web presence in support of a mobile campaign might be nice, it was not necessary as forcing a person to "scroll around the campaign to get the message" might increase engagement.

Perhaps. I have also heard rumors about pigs that fly. To get both sides of the story, see "Why are marketers forgetting to optimize their mobile campaigns" at bit.ly/IJyBY9
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How Quickly Do You Call a Potential Student?

At for-profit higher education schools, 69.7 percent call a potential student within one hour of receiving the lead information. Just over 20 percent call in less than 5 minutes. Rapid response times like that indeed give competitive advantage with people interested in more than one school.

How does your response time compare? If you ask for and receive a phone number or email address, many if not most people expect you to use it. And the faster you use it, the better.

You can find more response time data and similar information on recruiting at for-profit institutions on the ForProfitEdu website at bit.ly/KmwR71
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Differential Tuition: Interest Grows to Enhance Revenue

How to make more money from tuition is a topic at colleges and universities throughout the land these days. Successes and failures with several models are reviewed in an InsideHigherEd article, "Tuition Model Quietly Spreading" at both universities and community colleges. Visit bit.ly/HseQIn

Interest may increase faster as people study results at Western Michigan University.

WMU is charging undergraduate Fine Arts students and junior and senior year business students higher tuition per course, whatever the individual course. Yes, if you are a Fine Arts student you will pay more to take a course in American History than a history major. What was the result in the first year? For the College of Fine Arts, tuition revenue increased $1.4 million. For the Haworth College of Business, tuition income increased $2 million. Read more from WMU at bit.ly/Kmx9e3
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Web Management: Centralize or Decentralize Content Creation?

Higher education began to adopt Content Management Systems not long ago with an expectation that individual units throughout the university would take responsibility for content creation. More often than not, those expectations have not been met.

If this is an issue on your campus, read my interview with Nancy Boudreau, director of web content management at Sacred Heart University, on their experience from the introduction of a new CMS over the past 7 years. While Nancy notes "some success," she also notes why there is now a move back to more centralization: the need to "ensure the quality of content."

Nancy shares more about what worked and what did not over the past 7 years in her interview at bit.ly/HbEtcU
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E-book Reading: Rise in Popularity Continues

New research from the Pew Internet and American Life Project reports a continuing rise in the popularity of reading books and magazines electronic versions. E-book users also read publications in print and have clear preferences for when one format is better than another. For instance, 69 percent prefer print to share a publication with someone else and 83 percent prefer an electronic version when they want to get something quickly.

Both of those states have implications for the communication plans of higher education marketers with potential students of any age. For more on the changing world of electronic reading, see the Pew Internet report on "The rise of e-book reading" at bit.ly/IiRqCd
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Social Media Metrics for Marketing Decisions

Where should you spend your social media time and money? An article in 1to1 Media recounts the varied experiences over the past few years by Carnival Cruises, American Airlines, and Cirque du Soleil. While this is not the higher education sector, there are lessons to learn here.

The most significant lesson: despite the apparent popularity of a particular form of social media, that popularity does not mean every organization should invest in it. In the cases here, for instance, Carnival eliminated Twitter. Cirque du Soleil abandoned FourSquare after initial efforts did not meet expectations but has increased investment in YouTube.

For more on media metrics deemed important, check "The Most Actionable Social Media Metrics" at bit.ly/IOYHwb
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Google Advertising Change

If you advertise on Google, a new "Near Match" feature now in beta testing may increase your cost-per-click by giving you exposure to people who search for content that is close to, but not quite the same as, what you are offering. What does Google suggest you might expect? A 6.5 percent increase in clicks and a 9.8 percent increase in impressions.

AdAge explains what is happening in "The Next Shift at Google Could Have Big Impact on Advertisers" at bit.ly/HCT5qi
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How Students Search for Online Education Content

Students are wiser users of online learning sources than we might recognize. A recent conference presentation reports strong use of free resources from MIT and Stanford University, for instance. Pre-med and health science students favor the Mayo Clinic as a resource.

The caveat for traditional higher education: students often use these resources due to "dissatisfaction with their own professors."

Read more about how the authority of traditional higher education is crumbling in 'Free Range Learners' at bit.ly/IzrzbE
__________________________________
Most Popular Topic in the April Newsletter

The most popular topic was the entry on "10 Useful Findings on How People View Websites." If you missed it, you can read it now at bit.ly/zbrUFa
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Conferences in 2012

Attend a conference in 2012 to share questions and answers with people who are building a competitive advantage in higher education marketing.

May 8-10, Philadelphia: J.BoyePhiladelphia12 Web and Intranet Conference. Tutorial presentation: "Digital Marketing Strategy: 2015 and Beyond" and a regular session: "Top Task Website Design: Lessons from University Research." Check the program and register at bit.ly/wRxeCi

May 24-25, Atlanta: Academic Impressions Conference: "Writing Right for the Web: Improving Your Content." Program details and registration at bit.ly/AfVgk3

July 11-13, Chicago: ACT Enrollment Planners Conference. Pre-conferences workshop on "Digital Marketing Strategy: Planning for Present and Future Success" and regular session on "Increasing Online Inquiries: Key Steps to Improve Search Optimization for Academic Programs." Visit the conference website at bit.ly/tnvnhR

July 30-August 1, Boston: eduWeb2012. Pre-conference digital marketing workshop and regular session presentation on top task website design. Conference website is at bit.ly/z391iU

Expand the marketing skills of people on your campus. Host a campus workshop on any of the conference topics listed here.

Contact me at bob@bobjohnsonconsulting.com or call me at 248.766.6425.
____________________________________________
That's All for Now

Be a marketing champion on your campus.

Bob Johnson, Ph.D. (bob@bobjohnsonconsulting.com)
President
Bob Johnson Consulting, LLC
__________________________________________
Bob Johnson Consulting, LLC

Increase your online marketing success with these 5 services.
• Top Task Website Design Research with Gerry McGovern
• Writing Right for the Web: Webinars, Conferences, Campus Workshops
• Expert Marketing Communications Website Reviews
• Competitive Website Reviews
• Search Engine Optimization Reviews 
]]> Web management question... centralize or decentralize content creation? tag:www.bobjohnsonblog.com,2012://1.233 2012-04-05T15:08:30Z 2012-04-05T16:01:19Z Web content creation... centralize or decentralize?Last month I was working with a university to review their web management policies and practices and recommend changes consistent with their resources, both human and fiscal. A key question was whether or not to... Bob http://www.bobjohnsonconsulting.com Web content creation... centralize or decentralize?

Last month I was working with a university to review their web management policies and practices and recommend changes consistent with their resources, both human and fiscal. A key question was whether or not to move back to a more centralized content system for content creation and publishing. 

Searching for background information at the start of the project, I visited several university sites to see what was available online. The answer: not much. A strong exception turned up at Sacred Heart University in Connecticut, where there is a very clear website presentation of their "Web Content Management" policies and practices.

Last year we did a Customer Carewords survey for Sacred Heart to find out how well people (current and future students, alumni, and faculty and staff) using the website liked the experience. The response was unusually positive for the accuracy and completeness of the content and the clarity of the language used to present it.

Learning from Nancy Boudreau at Sacred Heart University

I asked Nancy Boudreau, director of web content management at Sacred Heart, to share her thoughts about the strengths and weaknesses of centralized vs. decentralized content management in the four questions below. 

A very big "thank you" to Nancy for taking the time to do this.

Q. When universities first started to adopt Content Management Systems (CMS), one goal was to move to decentralized content publishing. Today, there is more talk about the value of centralized content creation. Have you been following that discussion? What's your own experience been?

Yes, I've been following the centralized vs. decentralized discussions with much interest. 

We went from centralized to decentralized about 7 years ago with some success. We had just redesigned the website and implemented a new content management system. With limited web staffing and resources, it seemed like a good time to give it a try. It definitely has its pros - no bottleneck to get things posted, ability to make minor edits on your own quickly. It also had its cons - pages published with typos, grammatical errors, duplicate information, content just copied and pasted from print materials without being "webified'.

Q. What lessons have you learned from your first effort to decentralize content creation?

With our last CMS rollout, we assigned a web liaison for each department allowing them to publish edits/additions to their web pages. We provided group training on the CMS, gave everyone a user guide, provided refresher courses and one-on-one training as necessary. We also provide telephone and email support. In addition, we hosted some "writing right for the web" webinars.

With our upcoming redesign and new CMS implementation, we're seeking a more balanced approached. While we will continue to train departments on the CMS to make their own basic edits and offer web writing instruction, we need to have some sort of review process and systems in place to remind web editors to review and edit their content at regular intervals. How are we going to do this? Well, we're still working out the details but our CMS will be able to help automate some of that process.

Q. What's the major obstacle to an effective decentralized publishing system?

The pendulum is swinging back in the direction of centralized content editing but not because universities don't have a CMS or that the CMS isn't being used to its fullest potential. 

The biggest obstacle to decentralized publishing is ensuring the quality of content. Web content isn't just about updating some event dates, adding course descriptions or editing program pages. It's about marketing your university's academics and culture and creating a unified brand and message. It requires writing engaging, search engine optimized content, and that takes time and practice. And thanks to people like you, the message is getting out that a website isn't just about pretty pictures and typography - it's about THE CONTENT.

Q. I loved the idea of 2-hour website boot camps described on your website. How have those worked?

As far as our website boot camps, yes they have been very successful. We get departments to focus on their processes, procedures and top user tasks. Then we look at their web pages to see if those process and tasks are represented in the most user friendly way. There are a lot of "ah ha" moments as we look through sites and rearrange or edit content to make it more user friendly. 

The downside to these boot camps is they do take lot of time so they're not always practical. We do a lot of pre-work before we meet with the department, such as reviewing the current site as well as similar sites for best practices so that we arrive at the meeting with some actionable items. During the 2 hour boot camp, we make edits on the spot and create an action plan for content that is more involved and needs to be developed. By the end of the meeting, everyone leaves feeling like they've accomplished something. 

That's all for now. 

Join me on Twitter at http://twitter.com/HighEdMarketing

Subscribe to "Your Higher Education Marketing Newsletter" and "Link of the Week" selections at http://www.bobjohnsonconsulting.com/newsletter-subscribe.html

New "Writing Right for the Web" Conference in May

My second 2-day "Writing Right for the Web" conference is happening May 24-25 in Atlanta. We'll explore in depth not only "writing right" on traditional websites, but for social media and mobile sites as well. 

People are coming from as far away as Hawaii and Egypt.

Check the conference details and register to join us in May.







 

]]> Your Higher Education Marketing Newsletter... April 2012 tag:www.bobjohnsonblog.com,2012://1.232 2012-04-02T20:33:56Z 2012-04-02T20:39:01Z A happy April to everyone as our mild winter fades away here in Michigan.This past week I have been working on my upcoming workshops on digital marketing strategy. From that review you can find 5 questions about digital marketing (including... Bob http://www.bobjohnsonconsulting.com A happy April to everyone as our mild winter fades away here in Michigan.
This past week I have been working on my upcoming workshops on digital marketing strategy. From that review you can find 5 questions about digital marketing (including Facebook advertising, content strategy, and whether or not "digital marketing" even exists) in a new blog post at bit.ly/Hgzgnd

The first digital marketing tutorial is set for the J.Boye Web and Intranet Conference in Philadelphia in May. Check my session description as well as the entire higher education track at bit.ly/wRxeCi

This week I'll begin updates for my May 24-25 conference on "Writing Right for the Web: Improving Your Content." Folks from Hawaii to Long Island and several states in between are signed up so far. Join people who want to make their website a better place after you review the program at bit.ly/AfVgk3

We've been tweaking my website over the past few weeks. One result: you can now go direct from my home page to Slideshare to review and download earlier conference presentations. Start at bit.ly/HCP032

And now here are your marketing news and notes for April.
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Degree Completion Rates: New Report Shows Highest States and Metro Areas

Wise people can disagree about degree completion rates as a measure of institutional success but smart marketers should know how rates at their schools compare with competitors and others in their state. For better or for worse, inquisitive legislators and media folk are likely to ask.

The Lumina Foundation has a new report on degree completion rates in each state and in major metropolitan area in the U.S. that shows modest recent gains. The highest state is Massachusetts. The highest major metropolitan area is Washington, D.C. The lowest state is West Virginia. The lowest metro area is McAllen, Texas.

Find more when you visit bit.ly/Hdtjm2
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Freshmen Admissions Rate at Harvard: New Low of 5.9 Percent

In the world of Ivy League admissions, less is better, proving continued brand strength in that limited competitive environment. The admissions rate for this year's freshmen class fell to 5.9 percent from 6.2 percent last year.

The reason, reported in an article in Harvard Magazine, is the reinstatement of early-action admissions for this year's class. Harvard admitted about half the desired number of new freshmen through early admission and expects a higher yield from those students than from the entire admitted group a year ago without early admissions. And thus, Harvard reduced the admit rate to 2,032 students selected from 34,302 applicants.

Read more in the Harvard Magazine article at bit.ly/H9dTpu
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48 Tips for Starting a Direct Marketing Letter

Pat Friesen is a proverbial "old pro" in direct marketing copywriting. If you want to create high impact email and traditional letters, you want to read her article on "48 idea starters for letter and email openers."

It is hard to pick a favorite from her list. I almost went with #48, "Keep the first paragraph to three lines or fewer." That's good advice for your web pages, not just your email letters. But for a personal favorite, I settled on #46: "Limit 75 to 80 percent of the words to five characters or less." That takes discipline, does it not?

Find your favorites at bit.ly/GZqcQO
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Alumni Magazines Online: Doing it Right for Your Readers

If you still need strong arguments on your campus for the value of creating a "made for the web" version of your alumni magazine, you will find them in a presentation by Cameron Pegg at the University of Queensland.

Join the crusade to ban the use of PDFs and flip tech solutions to move print publications to the online world after you read "From the letterbox to 'likes' - the online evolution of alumni magazines" at bit.ly/H3p3fc
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Your View Book Online: Add the Kindle Fire

If you are joining the move to a tablet version of your view book or alumni magazine, be sure to plan on a version that works on the Kindle Fire as well as the iPad.

Why? Read the Mobile Marketer story on Kindle brand strength, sales level, and price advantage at bit.ly/H0eshH
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For-Profit Sector Enrollments Are "Shrinking" in U.S.

The Chronicle highlighted changes in the for-profit higher education sector, comparing results from 2010 and 2011 at 12 institutions. New student enrollment fell at all but one and revenue and income were down at most but not all. In some cases, the changes are likely the result of tightened admissions practices to improve degree completion rates and other measures under increased scrutiny.

When you scan the list, remember that "Apollo" is primarily the University of Phoenix. Check changes for revenue, income and total and new student enrollment at bit.ly/wufzCv
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Power of the Brand for (free) Online Courses: 90,000 in First Class MIT Course

MITx is a new venture started in Decmeber by MIT to explore the frontiers of what is possible in online education. The first course, "Circuits and Electronics," started in February with 90,000 enrollments from around the world.

Courses are non-credit, but it is possible to earn certificates to certify completion of a course. An article from MIT estimates that students will spend about 10 hours a week watching video lectures and completing homework assignments for "Circuits and Electronics."

Is this a marketing model for anyone else? Of course it is. Are you well respected for a business or health care specialty in your primary marketing area? Consider offering similar courses to gain additional visibility for your degree programs. Give people a live example of the best you have to offer and you may likely find more enrolling for a complete master's degree program.

More details from MIT are at bit.ly/HC1p7r
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10 Engagement Boosts for Your Website Pages

No matter what you already know, you'll likely find a new point or two among "10 Useful Findings about How People View Websites."

Lurking in the back of my mind but not getting enough attention was #3: make the text size for the first paragraph on a page larger than the rest makes it much more likely that people will read it.

Scan the list for items that might give you another rung up on the online marketing ladder at bit.ly/zbrUFa
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Email Recruitment Newsletter: University of Alberta

You've heard me say before: email isn't dead, it is alive and well and (should be) an important part of your student recruitment communications plan.

One of my favorites is the monthly email from University of Alberta sent to potential international students. The March issue starts with 6 easy to scan headings that link to highlighted academic programs, scholarships, social media and more.

See the March issue at bit.ly/HxwF9R
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Most Popular from the March Newsletter: "Pin Your Brand to Pinterest"

Pinterest has had a meteoric rise in social media popularity. A Brandon Uttley article on four reasons why "It's time to Pin Your Brand to Pinterest" drew the most attention in the March newsletter. If you missed it, visit bit.ly/wfbNQv
__________________________________
Conferences and Webinars in 2012

Attend a conference in 2012 to share questions and answers with people who are building a competitive advantage in higher education marketing.

May 8-10, Philadelphia: J.BoyePhiladelphia12 Web and Intranet Conference. Tutorial presentation: "Digital Marketing Strategy: 2015 and Beyond" and a regular session: "Top Task Website Design: Lessons from University Research." Check the program and register at bit.ly/wRxeCi

May 24-25, Atlanta: Academic Impressions Conference: "Writing Right for the Web: Improving Your Content." Program details and registration at bit.ly/AfVgk3

July 11-13, Chicago: ACT Enrollment Planners Conference. Visit the conference website at bit.ly/tnvnhR

July 30-August 1, Boston: eduWeb2012. Conference website is at bit.ly/z391iU

Expand the marketing skills of people on your campus. Host a campus workshop on any of the conference topics listed here.

Contact me at bob@bobjohnsonconsulting.com or call me at 248.766.6425.
____________________________________________
That's All for Now

Be a marketing champion on your campus.

Bob Johnson, Ph.D. (bob@bobjohnsonconsulting.com)
President
Bob Johnson Consulting, LLC
__________________________________________
Bob Johnson Consulting, LLC

Increase your online marketing success with these 5 services.
• Top Task Website Design Research with Gerry McGovern
• Writing Right for the Web: Webinars, Conferences, Campus Workshops
• Expert Marketing Communications Website Reviews
• Competitive Website Reviews
• Search Engine Optimization Reviews 
]]> Digital marketing strategy... 5 questions from my workshop preparations tag:www.bobjohnsonblog.com,2012://1.231 2012-03-28T15:32:02Z 2012-03-29T02:46:06Z Digital marketing... deciding what's "necessary" to know and what's only "nice""Digital marketing" is on my mind this week as I continue my search to select the best content for a series of workshops this year on digital marketing strategy. The... Bob http://www.bobjohnsonconsulting.com Digital marketing... deciding what's "necessary" to know and what's only "nice"

"Digital marketing" is on my mind this week as I continue my search to select the best content for a series of workshops this year on digital marketing strategy. The first edition, so to speak, is set as a half-day tutorial at the J.Boye Web and Intranet Conference in Philadelphia in May.

I still have work to do in separating what's "nice" from what's "necessary" to get the best value for the two to three hour sessions coming up. Finding stuff to review certainly is not a problem. Today I'm going to share a few unconnected quotes and facts that stand out so far.

Is it digital marketing or not?
  • "We don't believe in digital marketing. We believe in marketing in a digital world and there's a huge difference." Clive Sirken, CMO, Kimberly-Clarke, March 2012
Is SXSW conference a "media zoo"?
  • "It's a place where the question is always "what's next" and one has the impression of meandering hordes traipsing the streets of Austin searching for answers to a confusing and ever-evolving media landscape." Jake Coyle, AP reporter
Why do numbers count in social media?
  • Most people "follow" and "like" brands to listen, not to engage in conversation. The folks at Groundswell have known this for years. Too many social media "experts" don't.
  • Numbers are not everything but numbers do count. The more people listening, the better.
Is Facebook a place for sales?
  • Not really. That's why JCPenny, Nordstrom, the Gap and others are abandoning Facebook pages created to sell product.
  • Facebook can be a place for cultivation. Burberry has done fine using a Facebook page to move people along to a regular website.
Are there too many "content strategists"?
  • Most online content campaigns are "terrible." That's the opinion of Kyle Monson, content strategy director at JWT. 
  • He blames that in part on too many self-proclaimed "content strategists" who don't understand marketing.
Those are just 5 of the items that are included in the workshop now. And I rather suspect that answers to the questions will differ more than a bit. But that's what makes these sessions valuable and fun, is it not?

New "Writing Right for the Web" Conference in May

The second 2-day "Writing Right for the Web" conference is happening May 24-25 in Atlanta. We'll explore in depth not only "writing right" on traditional websites, but for social media and mobile sites as well.

Check the conference details and register to join us in May.

That's all for now. 

Join me on Twitter at http://twitter.com/HighEdMarketing

Subscribe to "Your Higher Education Marketing Newsletter" and "Link of the Week" emails at http://www.bobjohnsonconsulting.com/newsletter-subscribe.html









]]> Higher education... 5 (more) signs of a transformation tag:www.bobjohnsonblog.com,2012://1.230 2012-03-08T15:38:55Z 2012-03-08T16:38:36Z Higher Education... Cost Pressure Continues to Drive Change"Higher education" will always exist. How long it will exist in the present format is another question. The higher education "brand" is still valued as a credential to success. But increasingly, colleges and... Bob http://www.bobjohnsonconsulting.com Higher Education... Cost Pressure Continues to Drive Change

"Higher education" will always exist. How long it will exist in the present format is another question. The higher education "brand" is still valued as a credential to success. But increasingly, colleges and universities are losing control over how education is delivered and priced and how long it takes to earn the credential. 

Without elaborating overly much, here are 5 items taken today from a single "Academe Today" newsletter from The Chronicle of Higher Education that illustrate the transformation underway. If the Chronicle carries it, it must be noteworthy, right?

Consider these seemingly unrelated items:
How fast will the transformation continue? How soon will it reach to universities perched high on the hilltops watching the angry waters below them? We'll see.

New "Writing Right for the Web" Conference in May

The second 2-day "Writing Right for the Web" conference is happening May 24-25 in Atlanta. We'll explore in depth not only "writing right" on traditional websites, but for social media and mobile sites as well.

Check the conference details and register to join us in May.

That's all for now.

Join me on Twitter at http://twitter.com/HighEdMarketing

Subscribe to "Your Higher Education Marketing Newsletter" and "Link of the Week" emails at http://www.bobjohnsonconsulting.com/newsletter-subscribe.html

]]> Your Higher Education Marketing Newsletter... March 2012 tag:www.bobjohnsonblog.com,2012://1.229 2012-03-05T21:58:11Z 2012-03-05T22:01:51Z Hello to everyone and best wishes for marketing success as spring arrives on the horizon. I am just back from Michigan Technological University where more snow fell during my visit day than we have had all winter here in the... Bob http://www.bobjohnsonconsulting.com
Work continues this week on a new "digital marketing strategy" tutorial for the J.Boye Web and Intranet conference in Philadelphia in May. Check the higher education track and more at bit.ly/wRxeCi

"Writing Right for the Web" updates will start this month for a 2-day conference in Atlanta in May. We cover traditional websites as well as social media and mobile sites. Join people from Hawaii to Long Island who are already registered after you check the outline and sign on at bit.ly/AfVgk3

An early bird registration discount is open for eduWeb2012. And the Call for Papers runs until March 30. Plan to share your expertise, ideas, and experiences at bit.ly/z2JZRI

And now here are your marketing news and notes for March.
_____________________________________
Pinterest Interest Explodes in Higher Ed and Elsewhere

As if we do not have enough social media sites to integrate into our communication plans, we are now blessed with the rapidly growing popularity of Pinterest. For the week of February 18, Hitwise lists Pinterest as the 5th most popular social media site but still a bit shy of one percent total traffic. Join me in wondering how soon it might pass Twitter at 1.55 percent.

To help fuel your discussion of whether or not to play with pins, Brandon Uttley gives you four reasons why "It's Time to Pin Your Brand to Pinterest," including increasing traffic to your website and improving SEO results.

Read more about those two and two others at bit.ly/wfbNQv
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Marquette University Pinterest Page

Marquette is an early Pinterest adopter, with a site that includes 19 boards with 289 pins and, as of last Friday, 9 likes. Board subjects include campus buildings, weddings, alumni, the university magazine, and 100 things to do before graduating.

This was a Link of the Week selection last week. If you missed that, visit the Marquette Pinterest site at bit.ly/zexcTR
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Mobile Apps and Mobile Websites: Where and When to Invest

Jakob Nielsen updated his recommendations about where to best invest your mobile time and money in a new Alertbox last month. His recommendations likely will not thrill anyone.

For now, Nielsen sees apps as the best way to communicate with people in the mobile world for the simple reason that they work better than mobile versions of regular websites. In the future, particularly as the operating speed of mobile devices increases, he sees mobile websites as the important investment to make. When will this transition take place? Nielsen admits that he does not know.

Stay up-to-date with the possibilities. Visit the Alertbox at bit.ly/xoJL2B
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Open and Free Courses at Carnegie Mellon University

Carnegie Mellon is firmly in the ranks of universities offering no cost educational opportunities or "academic courses" at fees less than $100. Certifications and credits are not awarded, but "tips" are provided on how to work with a professor at other institutions to earn credit for these Carnegie Mellon courses.

You'll see logos from about 20 institutions (including Miami University, University of Alaska Anchorage, University of British Columbia) already taking part in the "future of higher education" when you visit bit.ly/xWRpTp
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Once Again: Email is Not Dead

Email is still very much alive and well as a key marketing element, but only if adapted to 2012 realities. Or, as Simms Jenkins asks in "4 Email Marketing Trends That Matter In 2012," is your email still being delivered as if iPhones did not exist? Reading email is the number one thing people do from smartphones but they will only read yours if you prepare it for the iPhone era and not the fading Blackberry world.

Read more on email creativity and other tips for success at bit.ly/Acr9Y6
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Marketing Strategy in the World Today

"Ease of use and simplicity" are the core elements for marketing strategy today, particularly on home pages that first greet visitors to a website. That is the key message in a New Thinking column from Gerry McGovern.

Success in marketing strategy is hindered if a campaign is based on a traditional marketing approach "oriented towards getting attention." Home page visitors already want to be there and have a task in mind when they arrive. Anything that blocks completion of the task hinders marketing success.

Read more from Gerry on how to achieve online marketing success at bit.ly/zDKAt8
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Mobile Marketing: Update on Smartphone Ownership in U.S.

The research folks at Pew Internet are out this month with an update on the growth of smartphone ownership, including great demographic data. The bottom line: ownership in the U.S. is now up to 46 percent of people 18 years and older. That is an increase from 39 percent in May of last year.

Ownership is growing in every income, education, and ethnic category but only passes 50 percent among people with at least some college and/or household income higher than $75,000. Among the $75,000+ group, ownership is at 68 percent.

For more data, visit the Pew Internet site at bit.ly/yngB5o
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Web Content Editor Position Details

Do you have a web content editor on your campus yet? Are you thinking of applying for a position like that?

Details of a new opening for a "Web Content Editor and New Media Specialist" at Radford University in Virginia were just added to the collection of position descriptions on my blog. Check the skills, qualifications, and experiences to compare with your position or plan for a new one at bit.ly/AhrxJ0
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Net Price Calculators: Links to 250 Examples

U.S. News notes that while online net price calculators are now mandated by the Federal Government, it is not always easy to find them on college and university websites.

To simplify that task, U.S. News has created a page with links to the price calculators for more than 250 National Universities and National Liberal Arts Colleges, with plans to add more.

To see if your school is listed and to compare how your calculator compares for ease of use with those of your competitors who are already listed visit bit.ly/AEVBSt
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Marketing on Facebook: Big Brand Failures and a Success Story

J.C. Penney, Gap, and Nordstrom have closed Facebook stores after a lack of success with efforts started over the past year. Lessons are here for higher education re reasonable expectations from social media marketing efforts.

As a direct sales tool, Facebook is not the right place. Burberry, on the other hand, has had great success crafting a marketing effort designed to move visitors along from Facebook to a traditional website. In September 2010, Facebook produced 1.9 percent of website visitors. A year later, 29.1 percent of website visitors arrived from Facebook. One result: less need for paid online advertising.

Read more on what works and what does not for effective Facebook marketing at on.mash.to/wIhTXQ
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Most Popular in the February Newsletter

"The Essential Word List for Lazy PR Writers" was the runaway popularity winner. If you missed the 32-item list last month, visit bit.ly/sKDAfS
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Marketing Position at Northeastern University

The position of director of enrollment marketing and communications is open at Northeastern University.

For a description of the position, qualifications needed, and application details send an email to Margot Lansing at the search firm of Lansing & Whitfield at margotlansing@comcast.net.
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Conferences and Webinars in 2012

Attend a conference in 2012 to share questions and answers with people who are building a competitive advantage in higher education marketing.

May 8-10, Philadelphia: J.BoyePhiladelphia12 Web and Intranet Conference. Tutorial presentation: "Digital Marketing Strategy: 2015 and Beyond" and a regular session: "Top Task Website Design: Lessons from University Research." Check the program and register at bit.ly/wRxeCi

May 24-25, Atlanta: Academic Impressions Conference: "Writing Right for the Web: Improving Your Content." Program details and registration at bit.ly/AfVgk3

July 11-13, Chicago: ACT Enrollment Planners Conference. Visit the conference website at bit.ly/tnvnhR

July 30-August 1, Boston: eduWeb2012. Conference website is at bit.ly/z391iU

Expand the marketing skills of people on your campus. Host a campus workshop on any of the conference topics listed here.

Contact me at bob@bobjohnsonconsulting.com or call me at 248.766.6425.
____________________________________________
That's All for Now

Be a marketing champion on your campus.

Bob Johnson, Ph.D. (bob@bobjohnsonconsulting.com)
President
Bob Johnson Consulting, LLC
__________________________________________
Bob Johnson Consulting, LLC

Increase your online marketing success with these 5 services.
• Top Task Website Design Research with Gerry McGovern
• Writing Right for the Web: Webinars, Conferences, Campus Workshops
• Expert Marketing Communications Website Reviews
• Competitive Website Reviews
• Search Engine Optimization Reviews 
]]> Web content editor... position open at Radford University tag:www.bobjohnsonblog.com,2012://1.228 2012-03-02T15:28:45Z 2012-03-05T22:06:02Z Web Content Editor... do you have a position like this on your campus?Web content editor positions continue to spread throughout higher education, but many schools have not yet been able to add one. At others, the position is not yet... Bob http://www.bobjohnsonconsulting.com Web Content Editor... do you have a position like this on your campus?

Web content editor positions continue to spread throughout higher education, but many schools have not yet been able to add one. At others, the position is not yet higher in the employment hierarchy. Online higher education marketing will benefit as these positions develop in responsibility and seniority. 

This latest posting from Radford University in Virginia illustrates the wide range of talent that is often included in searches like this. In reality, the final choice of an applicant will give priority to some of these skills more than others. But in the initial posting, it isn't unusual to dream.

If you'd like to apply for the position (full title: Web Content Editor and New Media Specialist) start at the "jobs.radford" website and click on the red link for administrative and professional positions.

Alas, the position listing does not include a salary range but only the vague and unsatisfactory "commensurate with experience" phrase. From what you'll read here, you'll likely agree that this is not an entry level position.

Job Experience

"Work closely with content creators, functional area representatives, and other clients to identify web communications opportunities and develop appropriate strategies to reach targeted audiences. Develop and produce web content, including editorial content and graphic design elements that may be used on the Radford.edu website or on social media outlets. Work with clients to ensure online communication channels are engaging, current, interactive and consistent. Write, proofread, and edit text for websites. Provide training and guidance for web content authors. Ensure that all documents and images meet established content standards; work with developers to assess and meet any technical challenges in displaying content. Design and maintain site information architecture, navigational structure, user interface, visual design and graphics."

Required Qualifications

"The successful candidate must possess experience writing/editing web content or equivalent; experience with graphic or web design, proficiency with web development tools and technology; experience/skill in handling large-scale projects; understanding of the broad skill areas that support Web site development such as editorial, art, technical, QA, and integration; strong organizational skills and attention to detail; excellent verbal and written communication skills; ability to work well in a high-performance team environment under deadline pressure; and experience with the Adobe Creative Suite, particularly Adobe Photoshop."

Preferred Qualifications

Experience developing and maintaining web content for complex websites in a higher education environment is preferred.

Experience working in or designing for a content management system is preferred.

Experience working in social media is preferred.

Basic HTML tagging experience is preferred.

Proficiency with Adobe InDesign, Photoshop and Illustrator preferred.

Knowledge of search engine optimization principles preferred.

Education/Experience

"A master's degree in Journalism, English, Communications, marketing or related field or Bachelor's degree with strong editorial skills with some combination of equivalent relevant experience is required."

New "Writing Right for the Web" Conference in May

The second 2-day "Writing Right for the Web" conference is happening May 24-25 in Atlanta. We'll explore in depth not only "writing right" on traditional websites, but for social media and mobile sites as well.

People are registered from Hawaii to Long Island. Join us from wherever you are in the world.


That's all for now. 

Join me on Twitter at http://twitter.com/HighEdMarketing

Subscribe to "Your Higher Education Marketing Newsletter" and "Link of the Week" emails at http://www.bobjohnsonconsulting.com/newsletter-subscribe.html

]]> Writing Right for the Web... content isn't king if you can't read it tag:www.bobjohnsonblog.com,2012://1.227 2012-02-22T16:33:14Z 2012-02-22T20:06:03Z Bob http://www.bobjohnsonconsulting.com Writing Right for the Web... content needs contrast for easy reading

Video content in Boston University's online Annual Report 2012 is very strong. That's why I picked it for the February 17 Link of the Week.. 25 short, engaging videos are used to illustrate the 5 main topics included in the publication.

But nothing is perfect, is it? In the Link of the Week report I noted a weak point: "low contrast between text and background in some of the primary sections makes reading a bit of a challenge."

Design for "readability, not just looking pretty"

For Ann Mary Quarandillo, marketing communications manager and editor of Evergreen Magazine at The Evergreen State College, that was an understatement. Her opinion after visiting the site is well worth repeating:

  • "These videos and the overall idea of the site are very effective. However, as you say, text IS still important. So why is the font on this website so eminently unreadable? I had to give up after a couple of pages, because it was so frustrating not being able to read the thin and faint titles and captions, or even the navigation bar at the top. Not the first time I've seen this recently, and it's very frustrating. Part of web 'design' should be readability, not just looking pretty!"
What we have here is an instance of creative design taking precedence over ease of reading. Everything else aside, there just isn't enough contrast between the color of the text and the color of the background for easy reading. 

Contrast level is critical. If people have to struggle to read your content, most people won't do it. Black on white is safest. If you vary that, aim for as similar a contrast level as possible. "Don't make them squint" is still a maxim to remember. 

Create "killer web content"... that people can read

To borrow a phrase from my partner Gerry McGovern, you can write "killer web content" for your website. But if you make it difficult to read, that content will not be king of anything.

New "Writing Right for the Web" Conference in May

The second 2-day "Writing Right for the Web" conference is happening May 24-25 in Atlanta. We'll explore in depth not only "writing right" on traditional websites, but for social media and mobile sites as well.

Check the conference details and register to join us in May.

That's all for now. 

Join me on Twitter at http://twitter.com/HighEdMarketing

Subscribe to "Your Higher Education Marketing Newsletter" and "Link of the Week" emails at http://www.bobjohnsonconsulting.com/newsletter-subscribe.html





]]> Digital marketing in higher education... 5 key points from the trenches tag:www.bobjohnsonblog.com,2012://1.226 2012-02-16T19:11:03Z 2012-02-16T20:45:23Z Digital marketing... 5 points important to higher education marketersDigital marketing in higher education is on my mind as I start preparing for a new series of 2 and 3 hour workshops. To help kick my brain into gear, I prepared... Bob http://www.bobjohnsonconsulting.com Digital marketing... 5 points important to higher education marketers

Digital marketing in higher education is on my mind as I start preparing for a new series of 2 and 3 hour workshops. To help kick my brain into gear, I prepared an outline of my first thoughts about what to include and sent it to 20 or so people working in a variety of marketing and enrollment management positions in higher education. About 15 sent back a great range of topics to cover. Enough to plan a book. Certainly more than will fit in a single workshop.

As always, different people have different interests and goals. Today I'm listing 5 comments that stood out to me as I read through the responses. Not, certainly, the only important ones and not presented here to suggest order of importance. 

How many of these digital marketing points are on your mind?

1. Social media vs. social media business
  • "Given the decentralized nature of higher ed, depending on who your audience is, I think it would be helpful to have a discussion of social media vs. social media business. David Armano from Edelman does a good job describing the distinction on his blog. Social media is the actual implementation of it - administering an individual Facebook page, for instance. Social media business is what I do - integrating all of the individual practitioners, developing social media guidelines, linking everyone's individual pages together, developing strategic planning templates, etc."
2. Media relations in a digital strategy
  • "Media relations is actually an important part of search strategy. These things are really connected - and because web and media relations teams are often separated in an institution - it can be hard for both to understand.
  • "I see media relations teams often concentrating on getting "the big hits" in a national publication to the expense of their local/regional efforts. But, if one newspaper (even a small or mid-size) one runs a release/story on their web site about your programs - then people searching for say "online MBA in Ohio" find mentions of your university in the news. Not to mention, this just gives your school/program that much more exposure in the "ecology" of the web as people share stories."
3. The peril of contacting people too often
  • "E-burnout via too many messages in your inbox and even on Facebook from the same person or organization (is a problem). In the three years we've been tracking our alumni email blasts and opens, we've lost about 6,000 subscribers because we could not segment the messages." 

4. Keep a personal, human to human, touch
  • "Don't hide behind computers/email/social media/video games. Stay personal. High touch still works. Watch out for high tech backlash."
5. How can we keep some control in a social media world?

  • "I've been on the lookout for tools which incorporate social media-like experiences into channels over which I have a little more control- not to the exclusion of Facebook, YouTube, etc., but in addition to. How can institutions capitalize on the familiarity and popularity of social media without forfeiting all control?"

First digital marketing tutorial: J.Boye Web and Intranet Conference

Look for more notes on digital marketing strategy in the future as the first version of the workshop takes shape. The debut is at the J.Boye Web and Intranet conference in Philadelphia, May 8-10.


New "Writing Right for the Web" Conference in May

The second 2-day "Writing Right for the Web" conference is happening May 24-25 in Atlanta. We'll explore in depth one key part of a digital marketing strategy: how to best present the content your audiences want on "traditional" websites and in the social media and mobile worlds.

Check the conference details and register to join us in May.

That's all for now. 

Join me on Twitter at http://twitter.com/HighEdMarketing

Subscribe to "Your Higher Education Marketing Newsletter" at http://www.bobjohnsonconsulting.com/newsletter-subscribe.html

]]> Higher education marketing questions for 2012... final 4 makes 8 tag:www.bobjohnsonblog.com,2012://1.225 2012-02-08T19:42:01Z 2012-02-09T15:31:10Z Higher education marketing questions... don't be "tone deaf" to changeLast week I started this two-part series with four marketing questions that many if not most higher education institutions are facing in 2012. If you haven't already read them, you can... Bob http://www.bobjohnsonconsulting.com Higher education marketing questions... don't be "tone deaf" to change

Last week I started this two-part series with four marketing questions that many if not most higher education institutions are facing in 2012. If you haven't already read them, you can skip back to them now or read these first. The presentation order isn't meant to signify importance. Different people will find different questions most relevant to their marketing success in 2012.

Here are the "final four" for 2012:

Increasing pressure to change "business as usual" to reduce costs is reflected in newspaper editorials questioning the value of a college degree, especially if high debt is needed to earn one. Marketing advantage will go to the schools that respond to this. How many schools will add lower cost options to earn a bachelor's degree to their strategic planning?
  
More community colleges will seek to offer bachelor's degrees at their low price point as part of their community service mission. Will public universities oppose bachelor's degrees at community colleges as some have done in the past?

Higher education in both the for-profit and non-profit sectors faces new scrutiny over degree completion and employment rates for their students. How important will "outcome" criteria become in college choice decisions?

Claims of commitment to "academic excellence" and "education of the whole person" are meaningless unless supported by clear benefits for potential students. Reality marketing is more important in our social media world than ever before. Will higher education marketing drop picture perfect "We are Disney World" marketing images and stories from view books and websites?

Moving into the future...

Answers to these questions move us beyond the usual issues of brand strategy and recruitment tactics. In the next 5 to 10 years we will see major transformations in the way people are educated and the way they educate themselves. 

The expansion of online learning by MIT and Stanford University continues to challenge traditional educational delivery methods by legitimizing a more flexible, self-paced learning style delivered with lower cost for physical facilities and student service support systems. Expect this style to spread more rapidly each year, even to the most residential of campuses.

Take the marketing pledge... help the "tone deaf" on your campus in 2012

Your next step? Start discussing the higher education marketing questions that are most important to your school and what answers you'll need to survive and thrive in 2012 and beyond. No easy solutions here. But higher education marketers should do their best to see that "tone deaf" to change is not a term that anyone uses to describe high level leaders on their campus.

That's all for now. 

Join me on Twitter at http://twitter.com/HighEdMarketing

Subscribe to "Your Higher Education Marketing Newsletter" at http://www.bobjohnsonconsulting.com/newsletter-subscribe.html


 

]]> Higher education marketing questions for 2012... 4 today, 4 next week tag:www.bobjohnsonblog.com,2012://1.224 2012-02-03T16:15:39Z 2012-02-04T04:08:01Z Bob http://www.bobjohnsonconsulting.com Higher education marketing... key challenges for 2012

Higher education still struggles in the environment of reduced financial resources that started with the economic crash a few years ago. 

Even Yale University, with one of the most powerful brands in the world, has not finished adjusting, as reported in a recent Yale Daily News article. A Chronicle of Higher Education report asked if too many college and university presidents were still "tone deaf" to public concerns about the value of higher education when faced with continuing tuition increases.

With that situation in mind, here are the first four of eight questions that many if not most higher education marketers will have to grapple with in 2012. How many of them are challenges for your institution?

The credit crash came after several years when income growth for middle class families had fallen far behind the rate of tuition increase. With no change credit availability in sight and increased concern over loan debt, will price dominate the marketplace for all but the most affluent and those at the pinnacle of the academic talent pool?

Most colleges in the private sector were faced with the dilemma of losing enrollment market share or increasing tuition discounting. The most common reaction: try to maintain enrollment or limit decreases with higher discounts. As a result, the tuition discount rate for 2010 rose to a 42.4 percent average. Is a high tuition discount rate a viable long-term marketing strategy?

State appropriations for public sector universities have plummeted in most states and there is not yet in 2012 a visible bottom. The "privatization" of the public sector is well underway, as institutions seek to replace as much legislative money as possible with tuition dollars. How high can public tuition go without rebellion in the marketplace?

Growing interest in online programs since 2000 increased immediately as working adults sought ways to reduce commuting costs. Many institutions were left scrambling to offer online programs in the face of faculty skepticism and reluctance to change. Nearly one-third of college students in the U.S. now take at least one online course, reports The Sloan Consortium. How high will demand for online courses climb and how will faculty respond? 


That's all for now.

Join me on Twitter at http://twitter.com/HighEdMarketing

Subscribe to "Your Higher Education Marketing Newsletter" at http://www.bobjohnsonconsulting.com/newsletter-subscribe.html


]]> Your Higher Education Marketing Newsletter... February 2012 tag:www.bobjohnsonblog.com,2012://1.223 2012-02-01T21:26:03Z 2012-02-01T21:55:33Z Higher education marketing news and notes...February greetings from Michigan in this most strange, warm mid-winter time. Note a new feature this month: the most popular item from the previous newsletter is now included at the end of each new one.... Bob http://www.bobjohnsonconsulting.com Higher education marketing news and notes...

February greetings from Michigan in this most strange, warm mid-winter time.

Note a new feature this month: the most popular item from the previous newsletter is now included at the end of each new one. Scroll down for social media predictions for 2012.

This year I will be doing a new conference session on digital marketing strategy. The first rendition is set for the J.BoyePhiladelphia2012 Web and Intranet Conference in May. For details on a superb event where you will share ideas with people outside higher education, visit the website at bit.ly/wRxeCi

Next week I will start on a new 2-day "Writing Right for the Web" conference, also in May. The outline that includes traditional, mobile, and social media is at bit.ly/AfVgk3

Do you have a friend or colleague who might like this newsletter? To subscribe, send them to bit.ly/aRePLm

And now, here are your marketing notes for February.
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32 Words "Lazy PR Writers" Should Avoid

Whether or not you work in public relations, if you have any role in creating or reviewing marketing copy you should review this list from Tom Gable. Tom starts with "best of breed" and ends with "world class."

You will not want to miss the 30 in between these at bit.ly/sKDAfS
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NAICU and Today's World

NAICU presidents are meeting in D.C. this week, just after President Obama's State of the Union and University of Michigan speeches made many of them nervous about the possibility of "price control" measures from the federal government. Some, but not everyone, gave a standing ovation to a speaker who urged them to resist the "juggernaut" of accountability headed their way.

Question for marketers: Can schools openly resist accountability today? More on the meeting at bit.ly/xvvBKr
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Elite College Fakes SAT Scores to US News

Claremont McKenna College has admitted that for the past 6 years it has inflated SAT scores of new freshmen reported to U.S. News and World Report.

Higher education does not need sad and silly news like this. Sad because it just should not happen, silly because the actual score inflation was so low. The details are at bit.ly/zcDybs
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Google Gives Direct Marketing a Boost

Google plans to change existing privacy policy and consolidate information about people using Google sites in a single data base is creating controversy.

The advertising community, on the other hand, sees this as an opportunity to more carefully place advertising based on known preferences of the people receiving it. If advertisers adopt the right direct marketing approach, they will stop blasting ads to everyone regardless of interest and more carefully use available data to get higher conversions from fewer people reached.

Careful targeting is what good direct marketing has always been about. Online marketing from colleges and universities can benefit from the change. Read more in an AdAge article at bit.ly/xQJt4q
_________________________________
Who Owns Tablets and E-Readers?

Yes, the time truly is coming when print view books for student recruitment will vanish. Not today and not next year. But somewhere between now and 2020 it will happen.

The folks at the Pew Internet and American Life Project continue their fine reports with 5 demographic segments using tablets e-readers now: gender, age, race, income, and education level.

Holiday gift-giving was responsible for an ownership jump from 18 percent of the U.S. population in December 2011 to 29 percent in January 2012.

Note that e-readers are not about to disappear. Kindle Fire is selling well, no doubt in part because of the low price point compared to more fully featured tablets. Talk to agencies that do electronic view books for the iPad and be sure to ask them what they can do for a Kindle.

Check the details at pewrsr.ch/y1cm2t
___________________________________
Growing Percent of Students Taking Online Courses

The Sloan Consortium reports that nearly one-third of all higher education students were taking at least one online course in fall, 2010. The 10 percent growth rate for online enrollment is much higher than the 2 percent growth rate for higher education overall. Expect demand to continue to grow and include students at traditional, residential institutions.

The free report is available as a PDF or for your iPad, Kindle or Nook. Download your preferred copy of the 2011 report at bit.ly/zsHYWc
___________________________________
Noel-Levitz Survey: Mobile Marketing and Social Media

Later this month Noel-Levitz will publish the results of a new survey of college-bound high school students about how they use mobile devices.

For now, you can review an early slice of the results on how these students use mobile to access Facebook and YouTube: 76 percent access Facebook from a mobile device and 63 percent do the same for YouTube.

From that point, Noel-Levitz notes the critical implication for people using these social media sites in student recruitment plans. If you link from social media to your website, you are in for a major failure if the website landing pages are not mobile friendly. You will not survive the high bounce rates that will happen when people using a smartphone attempt to visit a traditional website.

Check the early survey results and pre-order your copy of the full report at bit.ly/A188mQ
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Writing Effective Website Links

In our Carewords partners' world with Gerry McGovern, we have done nearly 20 surveys of people using higher education websites. The number one problem among every audience is now predictable: confusing menus and links.

Why is that the result? Most links are written from the organization perspective, rather than from an attempt to think like the potential students (and their parents) using the site.

Gerry has just written a great column on how to write links that work, including why the link to Frequently Asked Questions is most often "a very poor one" to use.

For tips on effective link writing that start with an admonition to write links as if they were headlines, visit bit.ly/Ab9905
____________________________________
State Appropriations for Higher Ed at a Glance

OK, you know what is happening in your state. Are you doing better or worse than other states across the U.S.?

Scroll down just a bit in this Chronicle of Higher Education article on declines in state funding until you see the map that shows the two states that have increased funding for 2012, the 19 that have decreased funding by 10 percent or more and those that fall somewhere in between.

The Chronicle article is at bit.ly/yfhrdt
____________________________________
Yale University: Continuing Budget Gap

Why should you care about an Ivy League university with the highest paid non-profit sector president in the U.S.? Perhaps just to see how even the most affluent of universities still has major problems adjusting to post-2008 economic realities.

Do not skip the comments following the Yale Daily News article at bit.ly/zeKGTV
______________________________________
Deceptive Advertising, Higher Education, and the FTC

Do use lead generation agencies to identify enrollment prospects? If you do, do you know what advertising is being used? Are you in danger of violating Federal Trade Commission rules on deceptive advertising if the ads are, shall we say, just a bit shady?

If you answered "yes" to the first question, read my mid-January blog post at bit.ly/y8pIE6
______________________________________
Most Popular Item from the January Newsletter

"30 Social Media Predictions for 2012 from the Pros" had the most clicks in January. If you missed it, visit bit.ly/w6QOZ7
__________________________________
Conference Presentations in 2012

Attend a conference in 2012 to share questions and answers with people who are building a competitive advantage in higher education marketing.

May 8-10, Philadelphia: J.BoyePhiladelphia12 Web and Intranet Conference. Tutorial presentation: "Digital Marketing Strategy: 2015 and Beyond." See all sessions and register at bit.ly/wRxeCi

May 24-25, Atlanta: Academic Impressions Conference: "Writing Right for the Web: Improving Your Content." Program details and registration at bit.ly/AfVgk3

July 11-13, Chicago: ACT Enrollment Planners Conference. Visit the conference website at bit.ly/tnvnhR

July 30-August 1, Boston: eduWeb2012. Conference website is at bit.ly/z391iU

Expand the marketing skills of people on your campus. Host a campus workshop on any of the conference topics listed here.

Contact me at bob@bobjohnsonconsulting.com or call me at 248.766.6425.
____________________________________________
That's All for Now

Be a marketing champion on your campus.

Bob Johnson, Ph.D. (bob@bobjohnsonconsulting.com)
President
Bob Johnson Consulting, LLC
__________________________________________
Bob Johnson Consulting, LLC

Increase your online marketing success with these 6 services.
• Customer Carewords Research with Gerry McGovern
• Writing Right for the Web: Webinars, Conferences, Campus Workshops
• Marketing Communications Website Reviews
• Competitive Website Reviews
• Search Engine Optimization Reviews 
]]> Deceptive advertising... is the FTC likely to notice? tag:www.bobjohnsonblog.com,2012://1.222 2012-01-12T20:00:48Z 2012-01-12T22:06:39Z Deceptive Advertising: Without injury to consumers, the FTC won't noticeAn earlier post on using possible Pell Grant eligibility as a lead generation tool raised the question of whether or not individual schools might be held liable by the Department of... Bob http://www.bobjohnsonconsulting.com Deceptive Advertising: Without injury to consumers, the FTC won't notice

An earlier post on using possible Pell Grant eligibility as a lead generation tool raised the question of whether or not individual schools might be held liable by the Department of Education and/or the Federal Trade Commission for third-party efforts by lead gen firms on their behalf.

After reading an advisory report prepared by the Association of Private Sector Colleges and Universities, I'm inclined to think that liability in the email Pell Grant example I wrote about is not a high probability.

Marketing that bothers the Department of Education

First, download a copy of the APSCU's Student Recruitment Task Force Report: "The Misrepresentation Rule and Third-Party Vendors." My conclusions after reading the report:
  • The Department of Education is most concerned about misleading advertising when it refers to outcomes such as employment promises and income earnings.
  • If advertising didn't cause substantial harm (as in getting people to spend money based on misleading employment claims), deception itself isn't likely to be noticed.
  • No matter the deception, an expectation that schools pre-approve of everything done by lead gen firms if done for a collection of schools is less strong than when an action is taken on behalf of an individual school. (This Pell Grant effort was done on behalf of many institutions who might have later received leads after screening.)
"Unethical or unscrupulous" violates FTC standards

The APSCU report includes an appendix on page 19, "General Marketing and Advertising Law Overview," that links to several useful publications from the Federal Trade Commission. Yes, "unethical or unscrupulous" advertising violates consumer fairness standards. Those are somewhat vague terms, however, and it is unlikely that the FTC would bother itself with an individual case that could not link an unethical campaign with substantial harm to consumers.

The Pell Grant email campaign, and other like it, therefore is not likely to draw attention from either the DOE or the FTC. See the original email in my first blog post and decide for yourself if it was "unethical or unscrupulous."

Reasons why this Pell Grant campaign was unethical and unscrupulous  

In my opinion, this campaign was both unethical and unscrupulous for at least two reasons:
  • I was "prequalified" for a $5,550 award only because I am a U.S. citizen. The firm sending the email had no idea of my income or my education costs at a future school. Technically accurate for some, but quite a stretch overall.
  • The call to action was to "click here" to apply for "this amazing opportunity." But once I clicked, there was never a mention again about Pell Grants or what it took to receive one.
Would you include this Pell Grant campaign in your Annual Report?

Your opinion may differ from mine. But I suspect that few of the schools included at various points beyond the email would include this campaign as an example of their advertising efforts in an Annual Report to alumni and friends.

A resolution for 2012

Make a New Year's resolution: if you participate in collective lead generation efforts, ask your firm to see the advertising in advance. Decide if something is ethical and scrupulous. If you're not proud of it, why are you doing it?

That's all for now.
]]> Your Higher Education Marketing Newsletter... January 2012 tag:www.bobjohnsonblog.com,2012://1.221 2012-01-09T18:55:18Z 2012-01-09T19:01:09Z Greetings in the new year to everyone, here in the U.S. and around the world.This first 2012 newsletter includes several items on the best of 2011 and predictions about what to expect in the coming year, from 32 words PR... Bob http://www.bobjohnsonconsulting.com
This first 2012 newsletter includes several items on the best of 2011 and predictions about what to expect in the coming year, from 32 words PR writers should avoid to 30 social media predictions "from the pros" to a new MIT effort to increase the value of its free online course offerings. The usual eclectic mix of topics included here will continue.

As always, I hope to meet many of you at conferences this year. At the end of the newsletter you can find recommended events in Philadelphia, Atlanta, Chicago, and Boston.

And now, here are your marketing news and notes for January 2012. Happy New Year!
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Highest Student Loan Debt in 2010: The Top 10 Schools

Huffington Post has created one of those lists that nobody wants to be on, especially in a time of increased concern over the cost of higher education. This Top 10 list for a 4-year degree starts with Eastern Nazarene University at an average of $51,336 and ends with Bard College at $44,910.

Three of the 10 are in Massachusetts. See if your competitors are on the list that starts at huff.to/xGHaWE
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Lowest Student Loan Debt in 2010: The Top 10 Schools

The Huffington Post people are also highlighting 10 schools with the lowest loan debt levels for a 4-year degree. This list opens with Alice Lloyd College at a $3,108 average and closes with Cameron University at $7,200. One Ivy League university is on the list at $4,385.

See 10 low debt schools, including the only public university included, at huff.to/ybNbMm
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30 Social Media Predictions for 2012 "From the Pros"

Start your social media new year by reviewing the predictions of 30 experts gathered by Social Media Examiner.

Hard to pick a favorite, but mine just might be Number 8, Regularly Creating Unique Content Becomes Essential. Three predictions focus on a more important role for YouTube and two speak to a revitalization of email.

Pick the ones that will best keep your social media strategy alive and well at bit.ly/w6QOZ7
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Digital and Print: How Newspapers Might Survive

Almost everyone believes that print will survive in the marketing mix, and perhaps it will do that. What is less certain is how that survival will take place.

For one view of the future of newspapers, read the thoughts of John Paton, a key industry person who started as a copy aide with The Toronto Sun in 1977.

In a nutshell, Paton believes the industry has to "stop listening to newspaper people" searching for how to revive print and move to digital as rapidly as possible in light of continuing drops in revenue from print operations.

The NY Times reports more on his views at nyti.ms/xe9u9N
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Best Publication Conversions to iPad in 2011

If print publications are fading, the tablet environment might be the best place for newspapers and magazines to thrive in the digital age.

AdAge highlights 10 newspapers and magazines that it believes have made noteworthy migrations to the iPad platform. Check the list at bit.ly/ucugTs

To see how universities are adapting view books to the tablet format, download these examples to your iPad: University of Dayton at bit.ly/zIY5Xr and Salve Regina University at bit.ly/yTSBIH and University of Chicago at bit.ly/xaA24N
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MIT: A Significant Marketing Moment

MIT has been offering free online course materials (for more than 2,000 courses) for about 10 years now in a unique form of self-study. To date, no formal recognition for taking these courses has been available.

Now, reports the Chronicle of Higher Education, MIT will introduce in the spring certificates that acknowledge course completion. Certificates will incur a cost, but nothing near the price of tuition for a student registered for an MIT degree. People will still have the option to study without seeking a certificate.

Is this a significant development in the higher education marketplace? Absolutely.

Read more about the future emerging in a time of cost concern at bit.ly/wbCg9Q
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32 Words PR Writers Should Avoid

Resolutions are not my thing, but we should all resolve to read through this list from Tom Gable and ban as many of these words and phrases as we can from our writing in 2012.

Some of my favorites: cutting edge, outside the box, state-of-the-art, and synergy.

Tom presents these as the favorites of lazy PR writers. See how many you agree with at bit.ly/sKDAfS
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Mobile Marketing: The Outlook for 2012

Mobile Marketing has issued a 43 page PDF with an eclectic range of comments, observations, and predictions for the upcoming year.

Usefulness will vary with the extent of your knowledge and experience with mobile marketing, but I suspect that everyone will find something of interest as you scan the 22 topics on the contents page. Read a summary of the report, including notes on platform fragmentation, texting, and social media, and download the full document at bit.ly/vex8u2
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$5,550 Pell Grant Eligibility to Entice Email Click Through

A flurry of emails arrived in my mailbox in December built around the theme that as a U.S. citizen I was prequalified to receive a $5,550 Pell Grant. The goal was to get me to click on a link and arrive at a landing page built by a lead generator.

The Pell Grant offer? That was not mentioned again. This, I submit, is the type of marketing that does not give higher education a good name.

To see the email offer itself, the 10 qualifying questions asked after I got to the landing page, and the four schools recommended after that, visit bit.ly/sTrg5T
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Big-Time College Sports: Is Immunity Weakening?

Is public scrutiny of higher education sports programs going to increase in 2012?

Penn State got the most attention in 2011, but a Bloomberg Business Week article in December reminded us of Ohio State's football coaching fiasco as well, including the university president's comment that he hoped the football coach was not going to fire him. References are made to head coaching situations at other major universities.

The Bloomberg article by Al Hunt calls for a government intervention to restore accountability. Absent that, he is not optimistic about serious change. Review his reasoning at buswk.co/ujERp7
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Conferences and Webinars in 2012

Attend a conference in 2012 to share questions and answers with people who are building a competitive advantage in higher education marketing.

Thanks again to everyone who attended a presentation in 2011 and enlivened and enlightened a session with your questions and comments.

May 8-10, Philadelphia: J.BoyePhiladelphia12 Web and Intranet Conference. Sessions and registration at bit.ly/wRxeCi

May 24-25, Atlanta: Academic Impressions Conference: "Writing Right for the Web: Improving Your Content." Program content and registration at bit.ly/AfVgk3

July 11-13, Chicago: ACT Enrollment Planners Conference. Visit the conference website at bit.ly/tnvnhR

July 30-August 1, Boston: eduWeb2012. Conference website is at bit.ly/z391iU

Expand the marketing skills of people on your campus. Host a campus workshop on any of the conference topics listed here.

Contact me at bob@bobjohnsonconsulting.com
____________________________________________
That's All for Now 

Be a marketing champion on your campus.

Bob Johnson, Ph.D. (bob@bobjohnsonconsulting.com)
President
Bob Johnson Consulting, LLC
__________________________________________
Bob Johnson Consulting, LLC

Increase your online marketing success with these 6 services.
• Customer Carewords Research with Gerry McGovern
• Writing Right for the Web: Webinars, Conferences, Campus Workshops
• Marketing Communications Website Reviews
• Competitive Website Reviews
• Search Engine Optimization Reviews
• Marketing Analysis for Google Analytics


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