I have read two articles regarding Faebook in the last week that tended toward negative. The first was in the Wall Street Journal entitled "How Facebook Ruins Friendships." I thought this article reminded me of all the arguments I have made against multi-level marketing over the years (The only thing you will be assured of is losing friends). The author of this article bemoaned the number of people "who are too busy to pick up the phone, or even write a decent email, yet spend hours on social media sites..." Most of these hours are spent telling us about their newest random thought or telling us who they would be if they were a Marvel comic book character ( I would be Wolverine in case you want to know...I was hoping for Captain America but not sure he was an option).  
While I do not participate a lot on Facebook I do admit to a voyeuristic fascination with what goes on in peoples' minds and how they choose to express themselves. I think it has a lot to do with my Psychology background. I find myself checking in at least twice a day just to see what my friends are up to. I find out about everything from birthdays and new jobs to flight delays but its all good. I don't have to read it if I don't want to and I do like to know how my friends are doing.

The second article was a quick blurb in the Chronicle. This one asked if Facebook was on its way out. The last numbers I saw regarding Facebook enrollees were from May 2009 listing over 70 million people signed on, up 97% from the May before! I have to believe those in the Chronicle that were dropping off and implying that Facebook has peaked may not be the prime market anyway. I also do not see anything that is there to replace it as Facebook overtook MySpace. I am not the most wired person in the world but I do not think Facebook is anywhere near "jumping the shark" and on its way down.

 On the other hand, I am hoping for the quick demise of Twitter!

Tom Hayes http://simpsonscarborough.com/hayes.html 

I just read an article that posed a very interesting and timely question: Are social networks making students more narcissistic? Could that be one of the natural outcomes of all this social networking? Think about it: we are updating our Facebook pages on a daily basis and tweeting every chance we get--sharing up-to-the-minute info on what we're thinking, feeling, reading, watching--and anything else we may be up to. According to the article, over 65% of the college students polled somewhat or strongly agree that, "My generation of young people is more self-promoting, narcissistic, overconfident and attention-seeking than previous generations." Is this a positive perspective or a self absorbed, inward focused attitude? You decide. Or better yet, take Dr. Drew's Narcissistic Personality Inventory  for yourself and see where you fall on the it's-all-about-me scale. As for me, I need to run and update my Facebook page and send at least two more tweets. See you online.

-Jeff Papa

I recently read an article in the New York Times entitled "Choosing a Program to Improve Your Future" (August 19, 2009). The focus of this article was on the response of our nation's educational institutions to an increasingly displaced work force.  The schools interviewed and highlighted were all attempting to match students' skill sets and experience to a course of studies that would accentuate their ability to get a job that would be a bit more recession proof. Helping students find a career path that is stable and fits into their personal aspirations and capabilities is to be admired. Hopefully, along the way, the same schools are teaching critical thinking skills that will also give the student the ability to anticipate and prepare for future market shifts.
What drives me crazy on the other hand is when schools create and promote programs that are attractive to the market but have very little long term career hopes. One such field is that of Sports Marketing/Management. As a marketer, I understand the need for segmentation, relevancy and having courses or majors that are in demand by the public. I also understand that students have benefited from such programs and have successful careers. I also understand that a handful of universities and colleges are very good at it. However, the odds are stacked against the student. When the schools actively promote majors because they are "hot" but also fully understand that the odds of getting a good paying job are minimal there seems to be something morally wrong. Who is responsible for informing potential students that the major that is sexy is also well known for internships that pay little, that those that make a career due so as a result of attrition, not market growth? Is it a school's responsibility to offer programs that prepare students for life and a career or is it a case of "let the buyer beware?" Schools also feel the effect of difficult economic times and need to respond in a manner that ensures their long term success. However, they should it should not come at the expense of the student.

 Tom Hayes http://simpsonscarborough.com/hayes.html 

This is a pretty good article in the NY Times on remaking the campus tour. It reminds me of a campus tour I took a couple of months ago and wanted to blog about. My business partner, Tom Hayes, and I participated in about 30-45 minutes of a campus tour one day......after that amount of time, we found it necessary to actually sit and write down all the things that happened on the tour that we thought were a little funny and/or a little scary. I don't know what happened to that list and I can't remember all the things we wrote down. But, I do remember these:

* At one point, our tour guide told the group, "Well I was going to take you into see one of the residence halls....but someone stole the key."

* Another quote, "When I was touring campus as a high school senior, I was told that a big mall was going to be built right over that hill.......well, I guess they lied because it never went up."

* Yet another, "That's the *** tower. Students aren't allowed up there but we do it anyway."

Yes, my friends, all of these quotes are real. And, fact is indeed scarier than fiction. We were told that more families were visiting campus this particular day than any other visit day in the history of the University. And, there had to be 40 people on our ONE tour. I'm all for being casual but this was way too much. Our tour guide was so poorly trained, it was embarrasing.  And, the lack of training was pervasive. We were introduced to a professor who spoke to all 500 visitors before the tours launched. Just moments before he took the stage, he mentioned to me he wasn't sure what he was going to say. But, joked, "it will come to me when I get up there." Let me assure you, a clear and compelling message did NOT come.

So, good to see in this article that many schools are completely rethinking the campus tour/visit. We all know it's the most valuable oppy we have to sell our campus. Best to make wise use of it.

-Elizabeth Scarborough

My friend forwarded this link to me, and it ended with an unfortunate incident of me spitting water on my keyboard. I thought I might pass it on for your entertainment... GQ recently came out with the rankings for the 25 douchiest colleges. Who cares about US News & World Report, this is the ranking I have really been on the edge of my seat waiting for:).

While your at it, read this blog about the ratings (this caused the water incident).

 

--Meredith

I distinctly remember about five years ago being on a New Jersey campus of a strong liberal arts school in New Jersey discussing how to make New Jersey more "sexy" for college students.  College freshmen were exiting the state in droves opting for institutions in neighboring states.  NJ institutions were challenged to keep students from going out of state by showing how accessible New York City was or the beautiful suburban campuses in the northern suburbs. Fast forward to 2009 - students who are New Jersey residents are transferring home in record numbers!!!   With the opportunity to save thousands of dollars in tuition and housing costs, it's hard to argue the decision based on the economic situation recently.   A recent Star-Ledger article details the changing recruiting plans as the transfer population becomes a very important part of enrollment funnels like never before. New Jersey institutions are becoming creative in their approach to transfers by offering transfer scholarships, "Transfer Tuesday" orientation programs, transfer mentors and transfer seminars etc.  I guess New Jersey is sexy again.  

Dana Edwards

 

I just finished reading an article that presented an idea so foreign to me that I just had to blog about it:  Faculty union members magnanimously agreed to give up part of their pay increase so that students can receive more financial aid. Yep, you heard me right. That actually happened at Robert Morris University (in Pa). If this isn't a sign of our current economic times, I don't know what is. Oh, here's my favorite quote from the article: "Although the faculty aren't sacrificing their entire raise, the union's move is a great example of how collective sacrifice for the good of students is key in today's economic climate." It warms my heart to know that challenging times can bring out the best in us.

 

-Jeff Papa

It's one of my favorite times of year. Right up there with Christmas and Valentine's Day. Beloit College's "Mindset List" is out. So, it's time for our annual reality check on how OLD we are! 

If you are not familiar, Beloit College has been releasing its "Mindset List" for 12 years.  The list includes "observations that help to identify the experiences that have shaped the lives and formed the mindset of students starting their post-secondary education each fall." It gives you some insight into the "worldview" of 18-year olds.

This year, the list includes the following observations on the 2009 freshmen:

* Rap music has always been mainstream.

* They have never used a card catalog to find a book.

* The Green Giant has always been Shrek, not the big guy picking vegetables.

* "Magic" Johnson has always been HIV-positive.

* They have never had to "shake down" an oral thermometer.

* They have never understood the meaning of R.S.V.P.

* The European Union has always existed.

* There has always been a Cartoon Network.

* Belarus, Moldova, Ukraine, Uzbekistan, Armenia, Latvia, Georgia, Lithuania, and Estonia have always been independent nations.

Gives you a good sense of where these students are coming from. And, perspective on why they are so different.

-Elizabeth Scarborough

 

If any of you are in the unenviable position of needing to hire an admissions counselor--or two--for the upcoming recruitment season, check out the very helpful and insightful article Hiring in Admissions from my friend Kent Barnds at Augustana College. If you're like most admissions folks, you have wondered whether you should concentrate on hiring "alums vs. non alums" from your institution. And what about the debate of having younger graduates on your staff rather than older, more seasoned professionals? Well wonder no more; Kent has some great answers for you. J.

 

-Jeff Papa

"Harvard University is launching a new clothing line called Harvard Yard. . . . Of course the clothes are really hard to get into, unless your father wears them first." - Jimmy Fallon

Last week, I was perusing Perez Hilton (completely out of the ordinary, I swear!) and I came across a post titled "Harvard University Launches Fashion Line Confuses Everyone". I have to admit, I was a bit confused... and intrigued. Perez led me to this article, which confirmed the story and gave me afew more details. Apparently, Harvard University is teaming up with clothing manufacturer Wearwolf to create its own clothing line called Harvard Yard. I read the article and thought I might blog about it when I got the chance... but since Friday, this little announcement has caused quite a commotion on the web and even made for a few good jokes on late night talk shows.... An article I read today from the Boston Globe said that the google search for "Harvard Yard clothing" will bring up over 300,000 hits. And, the reactions are very split - sparking a lot of conversation, a lot of buzz, and more than enough one-liners.... I am not sure what that means for the success of the line, but I guess time will tell.

Personally, I honestly can't decide if I LOVE it or HATE it. I think it could either be a stroke of genius or it could be a complete flop. Either way, I am finding some pretty entertaining reactions. From "Harvard Gets Desperate" to the Chronicle's "My Khakis Went to Harvard," it seems like everyone found a few laughs.  Some of these definitely put a smile on my face, so I wanted to share them with you. Enjoy!

 - Meredith Simpson

http://www.boston.com/lifestyle/fashion/articles/2009/08/11/a_harvard_licensed_line_of_menswear_draws_scrutiny_and_barbs_aplenty/

http://chronicle.com/blogPost/My-Khakis-Went-to-Harvard/7615/

http://nymag.com/daily/fashion/2009/08/harvards_new_fashion_line_the.html

 http://perezhilton.com/2009-08-06-harvard-university-launches-fashion-line-confuses-everyone

 http://cityfile.com/dailyfile/6823

I just watched the most amazing video on the Franklin Pierce University Web site. The new President, Dr. James Birge, sent it to me as an illustration of what this University is all about. It's honestly one of the most moving and emotional videos I have ever seen. It's about "the walk," which has been a part of the FPU curriculum since 1969. The first walk involved University professors and students who started at the FPU campus and walked up through Nova Scotia. Today, the professors and students walk through Europe.

To watch the video, go to http://eraven.franklinpierce.edu/ and click on "Students share their experiences walking across Europe in Professor Doug Challenger's new video" in the bottom right corner. The video grabs you right from the beginning; I was crying within the first minute. There is no way that you can watch this and NOT feel that "the walk" is something you absolutely must do in your lifetime.

-Elizabeth Scarborough

 

I recently participated in an online survey that was conducted by a company called Equation Research. As a researcher, I sorta feel like it's my civic duty to participate in surveys. So, I usually take the bait when I get an invite. If nothing else, I like to check out the form and structure of the instrument to critique it a little and maybe steal a good idea from time to time.

Anyway, this survey was about marketing trends. You can't download the results from their site yet. The only reason they were sent to me is because I participated. They are reporting on the responses of 1,469 marketers in fields including ad agencies, branding companies, non-profits, consulting firms, and research suppliers. Key findings include:

* The average marketer is spending about 20% of their budget on print, 19% on TV, 16% on direct marketing, 14% online, 13% in tradeshows, 11% in PR, 10% in search engine marketing, and 10% in email marketing.

* Marketers see their investment in social media in the coming year increasing the most; they also see investments in online advertising, search engine marketing, and email marketing increasing next year. They are more likely to say that print and events/tradeshows will decrease.

* Marketers feel that social media and online advertising hold the most promise for marketing success in the future. But, TV did not necessarily drop off the list; it holds some promise too. Bottom of the list has outdoor and radio. Not surprising. 

I love data!

-Elizabeth Scarborough

 

 

I just read a New York Times article, Rah, Rah, Résumé, that's brilliant in its simplicity. Here's the idea: in this troubled economy, alumni offices should make a concerted effort to extend a helping hand to support to their graduates if they lose their jobs. Good idea, right? But here's the brilliant part--it' a win-win situation: graduates receive the help they need when they need it the most, and schools have a perfect opportunity to reconnect with their graduates in a genuine and trusting way that will hopefully increase their willingness to support their alma mater--down the line--when they are back on their feet. In the end everyone wins--told ya it's brilliant. Oh, I was not at all surprised to see my friends at Lehigh receiving a mention in the article for "doing it right;" I had the chance to work with them earlier this year and their alumni office is one of the best.

 

-Jeff Papa

 

I am in the fourth day of the CASE Summer Institute for Communications and Marketing and am both tired and exhilarated! I have one day to go and still have to present two more of the six sessions I lead here at the Institute. Three of the six sessions are focused on creating the marketing plan.

 I am excited that so many people signed up for the marketing plan workshop. I have long encouraged people to combine one's marketing and planning efforts. This being the third year I have taught this workshop, I have begun to see a few trends in attendants ability to plan. Some of the most common issues are:

 

1)       Plans are not hooked into the institution's mission and vision. They are a series of tactics rather than a strategic exercise.

2)       Hardly anyone takes the time to do a solid situational analysis so that the plan is based on data and objective perspective rather than anecdotes.

3)       Strengths, Weaknesses, Opportunities and Threats fall straight out of the situational analysis, not out of your brainstorming meeting.

4)       Always state your assumptions in the plan. If the assumptions change, so must the plan.

5)       Objectives are very specific, time bound, measurable, realistic and have buy in. Pull any of these out and you probably will not reach your objective.

6)       EVERY tactic you identify in your plan should be directly tied to a budget line item. If you don't have the money assigned to the tactic, it will very possibly disappear.

7)       Work the plan, create a Gantt chart that let's you see visually where you are in the process.

8)       Planning is a continuous process as every time you or a competitor does something cool in the marketplace, it changes the marketplace.