January 2010 Archives

Mind Blowing Social Media Stats

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I just finish reading reading this article from Econsultancy and am blown away by the latest social media stats. Did you know that:

- Facebook current has in excess of 350 million active users on a global basis. Six months ago, this was 250 million....meaning around a 40% increase of users in less than half a year! And, Facebook claims that 50% of active users log into the site each day. This would mean at least 175 million users every 24 hours.

- Twitter now has 75 million user accounts.

- LinkedIn has over 50 million members worldwide; an increase of around 1 million members month-on-month since July/August last year.

- More than 700,000 local businesses have active pages on Facebook.

- 15% of bloggers spend 10 or more hours each week blogging and 70% of bloggers are organically talking about brands on their blog.

If we didn't believe it before, we can't deny the power of social media in marketing after hearing these stats!!

- Renee Kart

 

 

 

 

 

Just when I think I'm out.....

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......they pull me back in!  Actually, I'm thrilled that I have been pulled back in to Chair the AMA Symposium for 2010. Due to family issues, BigBad's Ty Glasgow is going to replace me as Chair of the AMA Symposium in 2011 as opposed to 2010.

We have lots of new ideas for this year's program. My favorite is that we are going to encourage everyone to submit video paper proposals! The call for papers will be released in about two weeks and it will contain all the details you need about the option to make a video submission. Paper and video submissions will be due on April 2, 2010.

The dates for the Symposium are November 14-17, 2010. So, put it on your calendar right now and plan to join us in San Diego! Lots more info to come!

-Elizabeth Scarborough

Click here to follow me on Twitter

 

What lies ahead for for-profits

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I just read an article in the Denver Post about the potential for increased regulations for for-profit institutions. We all are aware of the great success that University of Phoenix, Walden University and ITT Technical Institute have all had in recent years, capturing part of the $12 billion in annual revenues for for-profits. The convenience offered to students is something that many working adults can't refuse. You can't help but see a commercial or billboard for these types of institutions as quite often they spend upwards of 25% of their total revenue on marketing. Senior marketing people at most traditional schoosl will  likely never see the day that their budgets look like this. The high profit margins may become a thing of the past as the U.S. Department of Education has proposed reviewing recruiting and tuition practices within the for-profit industry. But Wall Street wants the excitement of higher enrollments, higher revenue and higher stock prices. These types of schools often rely on low-income students who receive government-sponsored loans and grants and the regulations have been few and far between. Regulators are now monitoring graduates who default on loads, retention and graduation rates. Future regulations may involve comparing student earning potential compared to loan debt and job placement rates. A profitable industry will most likely continue to be profitable but with these measures in place, it appears the student may be more protected in the future. 

Dana Edwards

 

 

Financial Aid Strategies for 2010

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In this challenging economic time, Scannell and Kurz offer ten very helpful financial aid strategies that will help you prepare for 2010:

1.     Identify metrics that reveal how you're performing, then track them against the same or a similar period in the prior two years.

2.     Benchmark annually on sticker price, discount rate, and prestige indicators with top competitors.

3.     Help admissions recruiters make the case for affordability, value, and career outcomes.

4.     Make sure financial aid counselors can talk comfortably and accurately about financing/payment plan options as well as financial aid programs.

5.     Keep admissions and financial aid staffs on the same page by using net tuition revenue goals as the common denominator.

6.     Use an analytical, not anecdotal, approach to adjusting aid policies.

7.     Be as transparent as possible about awarding policies.

8.     Watch out for policies that stack merit awards on entitlements, need-based aid, talent-based aid, etc.

9.     Make sure renewal policies are not negatively impacting retention.

10.  Be transfer friendly.

 

-Jeff Papa

Yale's Show Stopping Admissions Video

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If you haven't seen Yale's new admissions video, you need to! It's such a great departure from the usual admissions videos with the predicable voice-overs that go on and on about how great a particular school is. This video is a cross between "High School Musical" (the movie) and "Glee" (the TV show). And here's the really interesting part--all of the filming, editing, and vocal recordings were actually done by Yale students on the Yale campus.  Ok, and truth be told, this video is my personal fancy, back in the day when I was in admissions. Instead of telling another seemingly bored prospective student (and his parents) about the wonders of my school, I would break into song and before you know it I'm in a full blown musical--belting out a catchy tune and dancing around campus. Ok, I may be alone on that one. J Enjoy the show! 

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   -Jeff Papa

Are Your Alumni Connected with Your Institution?

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Earlier this week, Tom Hayes moderated two online focus groups with alumni of Mercyhurst College. One of the focus group participants, Tim Zaun, blogged about the group on his site. The group Tim participated in included 11 other alumni, representing the class of 1980, 1983, 2000, 2004, and 2005.

Topics included a discussion around the College's image, positives, negatives, and common misperceptions associated with the College, and an discussion of the Sisters of Mercy, the founder of Mercyhurst.  

Tim notes that the group was, "an enjoyable experience to discuss the school's heritage and happenings with people I've never met, yet share an educational commonality with."

Make sure you check out Tim's blog!

-- Renee Kart

12 Views on Trends in Higher Ed

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My partner, Tom Hayes, recently forwarded me a copy of an article written by William J. Flynn, of NCCET, and Jeff Vredevoogd, of Herman Miller. It's in the current issue of "Planning for Higher Education" published by SCUP and you can buy it for $15 here; it's worth that much for sure.

In the article, the authors describe 12 major trends that will have the greatest impact on higher education in the future. The usual suspects (globalization, technology, delivery systems, etc.) make the list. But, so does branding:

"Competition for students and resources will force colleges and universities to sharpen their brands and identities and to distinguish themselves in new ways."

"To attract qualified, motivated students, colleges and universities must find ways to appeal to the best and the brightest. In this regard, they are no different than corporations that seek to attract the most talented workers. A positive image translates into sales for corporations and enrollment for higher education."

"Just as business leaders have increasingly focused on branding as the marketing means to shape identity and appeal for their product, colleges and universities need to understand the needs, expectations, and perceptions of their stakeholders and constituents and align their brands accordingly."

Colleges are just like corporations? Egad! It doesn't stop me, but I get crucified every time I say that. This article represents a major step forward for our field. With seniors leaders (especially those responsible for strategic planning) appreciating the role of marketing and branding, the way is paved for the work we are all striving to do!

Elizabeth Scarborough

Click here to follow me on Twitter

 

Career Quiz: The Reveal

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A few days ago, I posted a blog asking the following question: "What do the following 13 careers have in common?

1.     Federal-government manager

2.     Higher-education administrator

3.     Program evaluator

4.     Corporate executive specializing in global business development or managing global workforces

5.     Cognitive-behavioral therapist

6.     Immigration expert

7.     Researcher with expertise in two or more of these subjects: physics, math, molecular biology, engineering and computer science

8.     Health-informatics specialist

9.     Optometrist

10.  Genetic counselor

11.  Patient advocate

12.  Physical therapist

13.  Veterinarian

Well it's time for the big reveal~! Drum roll, please. J These 13 careers, according to Kiplinger.com, promise income growth, work-life balance and social impact over the next decade. And look, those of you in higher-ed administration actually made the list! Yes!

-Jeff Papa

 

Getting Old is a ....

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I am presently at the annual CASE District VI conference in St. Louis, Missouri. I cannot help but look around and see that the average age of the audience seems to be 30. I feel like 30 in my head and as long as I avoid mirrors can go on in blissful denial but the reality is that I have been teaching at Xavier longer than most of these guys have been around! (34 years). 
I do not mind being responsible for educating tomorrow's marketers of higher education. In fact, I love it and that is why I am a tireless volunteer for CASE and other organizations.
I just hope that no one starts calling me "pops." and asks me questions about yesteryear before their was facebook. 
I am thinking their may be a market for a guide to bars and nightclubs that cater to 40 and 50 year olds. (soon to be 50 and 60 year olds).
Growing old may be a ......but it beats the alternative!

A Mission From God

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First, that title is from the Blues Brothers so an immediate mea culpa to those offended for religious reasons!
I just finished two days with this year's ACE Fellows at their mid year week long meeting. I have been fortunate enough to provide some sessions on marketing for these (now and) future leaders in higher education. Fo those that may not be familiar with the Fellows program, it is designed to identify leaders in educational arena that are on tract to become presidents of colleges and universities some day. I was a Fellow in '04-'05 and since that time have been on a mission to incorporate and then expand marketing into the curriculum. I am thankful to say that ACE has been very receptive and we are now part of all three week long programs.
I have felt it important to make sure that tomorrow's leaders have marketing on their mind. Up until my year, this topic was not part of ACE's normal agenda nor part of their own annual conference for presidents.
There is more work to be done. As an example, I was giving my presentation and was in the midst of defining marketing to the group and a college president that was in the audience (there is a whole group of present and retired presidents/chancellors that give their time to this project), stopped me and said that my definition did not jive with her understanding of marketing as promotion. I paid her twenty dollars for making my point and explained how her perception is exactly why we needed these sessions.
I do what I do for my love of marketing higher education. Some people get excited about collecting stamps, some about sports, I do this....and I am on a "mission from God."

High-Ed is not so different from "corporate" after all...

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I just read the following excerpt on a blog called, Brand Strategy Insider. Clearly, this is a blog by and for folks who are working on corporate brands. I know. I know. If you are a die-hard academic, you grimmace every time you even think about comparing high-ed to the dastardly corporate arena. But, let's get real. We can learn a lot from the for-profits. Look how well the recommendations below apply to us:

"So you're changing your company name. The old Stafko Products Corporation is now Simplex Corporation. You've thought about Wall Street, your customers, your suppliers. 

What about the staff? Here are six steps to get employees on board: 

1. Get them in the tent early. Tell staff before customers and Wall Street get the word. Email them when the word is official and direct them to the new, improved corporate Website. Your employees are the keepers of the new flame, and their support will help you make the transition quickly. 

2. The faddish term is "buy-in." That implies holding briefings to announce the new name. Distributing advertising PDFs of the announcement for the new name and logo. Supplying coffee mugs and Lucite cubes and all that jazz so that they are actually looking at the new name all the time. (Don't underestimate the value of making the new name tangible.) 

3. Say it loud and say it proud. Herald the new name categorically and unequivocally. If you flinch in your pronouncements, you give the troops the same "out" to cling to the old name. The announcements should come from the top. The rationale should be crisp and clear and, above all, enthusiastic."

-Elizabeth Scarborough

Click here to follow me on Twitter

 

SimpsonScarborough talked with Dr. Jerry Israel, a three-time college president that now helps other presidents and boards with some of their most pressing challenges, about his experiences and advice.

Q. Tell us about your experience with Lambuth University the past year.
A. Lambuth has a wonderful campus, loyal faculty and staff, and a century and a half of dedication to west Tennessee and the United Methodist Church. They needed to work on best practices in governance, financial aid discounting, and currricular innovation. I am hopeful they have turned the corner and will be successful under the leadership of new president Bill Seymour.

Q. You have worked with the Board of Regents at the University of Colorado. What role did you play there?
A. CU's nine Regents are elected volunteers. They have enormous responsibility and have been through a number of very difficult institutional situations recently. They wanted to work over the course of more than a year on finding common ground in the face of all sorts of divisive pressures. I am proud of the way they hung in there to work together.

Q. Having retired from a presidency in 2005 and then gone back as an interim president in 2008-09, did you notice any significant differences impacting your work following the time you were out of office?
A. The economy for sure.  It certainly was much harder to find creative solutions when donors had few assets and banks had no credit available.  Also, the rapidly increasing impact of technology was palpable...more online alternatives, accelerated communication and decision-making expectations, virtual meetings, etc.

 

Q. What major changes do you see coming down the pike that Presidents need to be thinking about?
A. Again, the way technology and all the business potential associated with it will change our institutions.  Look at banking and the way it has evolved towards 24/7 customer service over the past decade.  We in higher education are next.  A decade from now the lines of for profit and not for profit schools and on-line and on campus deliver systems will be blurred to the point that new structures will have blossomed.  I hope presidents will embrace these changes and not try to resist them.

 

Q.Your book, The 75 Biggest Myths About College Admissions has been on the market for a little over a year, what reactions to it have been the most interesting or surprising?
A. Invitations to speak to groups of prospective students have been the most gratifying, that's for sure.  I guess the comment I appreciated most was from one parent who said the book "put my daughter in the driver's seat" with regard to the college search process.  I wrote the book because I thought as an industry we have a great story to tell but for whatever reason we have been somewhat reluctant to tell it.  So descriptors like "authentic" and "empowering" make me feel the effort to write it has proven worthwhile.


Dr. Israel is the former president of Lambuth University, the University of Indianapolis, and Morningside College. As president of the University of Indianapolis, Dr. Israel successfully led the institution's first comprehensive strategic planning and fund-raising campaign efforts, which raise more than $100 million and introduced Centers of Excellence in both teacher education and health care. The University's enrollment, at both its home campus and international branches, doubled during his tenure as president. At Morningside, Dr. Israel inherited a series of challenges resulting from compliance problems with athletic programs that he successfully resolved. By facing legal and NCAA issues head-on, Morningside, under Dr. Israel's leadership, regained its prestige and advanced its enrollment and fund-raising opportunities.

Career Quiz

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What do the following 13 careers have in common?

1.     Federal-government manager

2.     Higher-education administrator

3.     Program evaluator

4.     Corporate executive specializing in global business development or managing global workforces

5.     Cognitive-behavioral therapist

6.     Immigration expert

7.     Researcher with expertise in two or more of these subjects: physics, math, molecular biology, engineering and computer science

8.     Health-informatics specialist

9.     Optometrist

10.  Genetic counselor

11.  Patient advocate

12.  Physical therapist

13.  Veterinarian

Let me know what you think!  Send your response to jp@simpsonscarborough.com

I will post the correct response in a few days. Stay tuned. J

-Jeff Papa

No Respect for "Consultants!"

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