Post on 30-Sep-2020
Welcome
Ok Google. How Do We Get More Students?
Mary DeLuca, Interact Vice President Welcome & Introduction
Tatiana Schafer, Google, Strategic Partner Manager Education Insights & Student Journey
Amy Hazlehurst, RL Senior Internet Marketing Consultant ReachLocal & Interact Partnership
Erin Green, ReachLocal Director, DMS Enablement Understanding & Capturing Students Today
Chris Walker, Interact Vice President Communications,Case Studies & Wrap Up
Agenda
ReachLocal & Interact Partnership
Amy Hazlehurst - ReachLocal
A Little Bit About Interact & The ReachLocal Partnership
• 2 Industry Powerhouses With One Unified Goal
• We offer the best community college marketing firm (Interact), partnered with the best digital media placement firm (ReachLocal) in the country.
• We don’t like or accept mediocrity. You shouldn’t either.
Googleplex Marketing Conference March 2019
We Focus BeyondStrategy to the Media Buy… And Beyond the Media Buy to Enrollment Growth
Our Partnership Together…
• 1800+ Digital Campaigns Ran With Interact & ReachLocal Clients
• Full Creative & Strategic Support
• Partnerships With Top Publishers & Extensive Certifications
• Digital Campaigns Performance Exceeds Most Industry Benchmarks
Understanding & Capturing Students
Erin Green - ReachLocal
The Futureis Now
Technology
None of This Is Exceptional to Gen-Z
1995 1998 2002 2004 2005 2007 2010 2012 2014
Age of Oldest Gen Z
1 5 7 8 10 13 15 17
Source: Kantar Consulting
What We'll Learn
Show Gen Z You UnderstandCommunicate value by signaling you really get them.
Be a Trusted Resource
Speak their language and arm them with tools to succeed in today's world
Communicate EffectivelyHow to break through the noise and be heard across platforms
Anatomy of Gen Z
27% OF THE US POPULATION OVERALL
86.6 MILLIONTOTAL
POPULATION
BORN
1997 - PRESENTAGES 0 – 21 IN 2018
4 GENERATIONS IN THE WORKFORCE
Who Is Gen Z? 6%ASIAN
AMERICAN 2%OTHER
16%AFRICAN
AMERICAN
51%NON-
HISPANICWHITE
25%HISPANIC
Source: Kantar Consulting
Generation Z1995-2005
Millennials1981-1994
Generation X1965-1980
Baby Boomers1946-1964
60 millionWill account for 20% of the
U.S. population in 2020
75 millionWill account for 50% of the workforce in 2020
66 millionWill account for 20% of the
workforce in the U.S. in 2020
74 million and decliningWill account for 22% of
the U.S. workforce in 2020
• Grew up surrounded by technology• Barely remember 9/11• Shaped by mass shootings and
helicopter parents• Grew up in a time of economic,
political and social change• Ages 13-23
• iPhone generation• "Peter Pan generation,”
delaying adulthood• Creators of the sharing
economy• Financial habits shaped by
2008 financial crisis• Social media• Ages 24-37
• "Sloan Rangers", "Yuppies"• Average 7 career changes in
their lifetime• "MTV Generation"• "Late to marry, quick to
divorce"• Independent, resourceful, and
self-sufficient• Ages 38-53
• The first TV generation• Experienced two-income
households• Lived through JFK and Martin
Luther King assassinations• Strong work ethic and goal
oriented• Ages 54-72
Source: http://fourhooks.com/marketing/the-generation-guide-millenials-gen-x-y-z-and-baby-boomers-art5910718593/
Tragedy
Events that Have Shaped Gen Z
Government• No child left behind• 2008 financial crisis• Elections of Presidents Obama and Trump
Media• Reality television explodes• The rise of streaming• Social media celebrities
Technology• First generation with computers in the classroom• Facebook, Twitter, Instagram etc.• The rise of text messaging
• Parkland and Newtown shootings• Death of young celebrities (Mac Miller)
March2003
Dec2019
Growing Up Fast
17
13
1900 2008
Average age of puberty among American girls
1984 1992 1999 2008 2012
64% 68%74%
82%78%
% of 9 year olds who were given homework yesterday
Source: Kantar Consulting
Lifestage Barriers Dissolving
Childhood Tween Years Teen Years Adulthood Childhood Tween Years Teen Years Adulthood
THEN
NOW
Source: Kantar Consulting
Saying that you're a Top 10 program means less than ever. Prestige means less. Trust and feeling understood means everything.
Takeaway: Show Them You Understand
#beauthentic
Your Brand Can Start a Conversation
Use an Authentic VoiceMessages & Images That Show the True You
Mindset
Views on College College
BoomersCollege was a choice. You could be successful
with or without a degree
MillennialsSomething aspired to. It was more a question of
where you could afford to go
Gen ZIt's one of many options.
Gen Z is fearful of the implications and looking for their
path to success
Students are far more likely than in the past to report being depressed, anxious, lonely, and plagued by stress
The Number 1 issue reported by many members
of Generation Z involves mental health, with fully 70 percent of respondents to a recent survey reporting that
anxiety and depression were a major issue among
their peers 0% 20% 40% 60% 80%
Anxiety and Depression
Bullying
Drug Addiction
Major Problem
Source: https://www.insidehighered.com/blogs/higher-ed-gamma/are-colleges-ready-generation-z
Slide on automation taking jobAutomation is the Future
But what about the job market?
Do well inschool
Behealthy
Be moreself-reliant
Staypositive and
upbeat
Lookgood
Make a lotof money
Define what I stand for
Have thelatest
technology
Have thelatest
clothes
Get a lot oflikes/follows
on socialmedia
Drivechange in
society
97%
86%82% 79% 77% 76% 75%
65% 61% 60%
44%
Pressures Affecting Gen Z
Source: Kantar Consulting
Approximately 75% of Gen Z say there are
other ways of getting a good education than
going to college
Source: http://www.businessinsider.com/forget-millennials-here-are-8-things-to-know-about-gen-z-2017-7
Takeaway: Be A Resource
College is no longer the default option. Students are facing major problems coming into college and it's a very complex and stressful process
Saying that you're great won't cut it. Give them to tools to succeed.
#beuseful
Be UsefulCreate Conversations That Matter
Be Useful
Be Useful
Be Useful
Connected
Remember when we used to say "brb" when we were online?
We don't say it anymore. We no longer leave. We live here now.
Students“Online almost
45%
constantly.”Source: Ad Week 2017
Target TomorrowThink like Gen Z
“Please call me”
“Here’s an article I thought you’d
like”
“I’m so proud of my grandkids”
“Snap what?”
“Can you pick the kids up”
“Let’s schedule a meeting”
“I have thoughts about that article
you shared”
“My kids like the filers”
“Who’s going out tonight”
“Where’s my Amazon package”
“Here’s an articleI have feelings
about”
“Check out how much fun I’m
having”
“This is just a login for other apps”
“Hi, Grandma”
Boomers Xers Millennials Gen Z
Texting
Snapchat
Source: Kantar Consulting
Gen Z is Communication Efficient in So Many WaysGen Z, unlike Millennials, feels that typing and texting is inefficient. Therefore, they’ve developed their own language.
Source: https://socialmediaweek.org/blog/2017/07/emoji-facts/, https://socialmediaweek.org/blog/05/crowdtap-brand-emoji-index/
How High School Students Spend Their Time
Source: RNL 2019 E-Expectations Report
AWARENESS
INTEREST
CONSIDERATION
PURCHASE
RETENTION
Student Journey
Day 0 I-need-to-act
Day 30I want-to-relax
Day 60I want-to-go
Day 10I want-to-understand
Day 45I want-to-schedule
Day 90I want-to-share
Day 1I-want-to-learn
Modern Student Journey
Best business schools
Rankings website for business schools
Business degrees near me
Awareness –Research & Planning
Feel for campus culture, defines “fit”
Scholarships
Watches campus tour from current student
(hidden brand ambassador)
Consideration
Email reminder of application deadline
Applies on school website
Commitment
enrollm
ent
over a year 6 months – 1 year 3 months 1 month
51%
Over 51% of prospective students spend over a year researching, and the student journey is complex
Early engagement is critical when students are most influenceable
3.6# of schools in initial
consideration set (avg)
75%of prospective students
do not consider beyond their initial school & program list
Google EDU Searches
School Website Page Visits
Job & Financial Aid Page Visits
Video Page Visits
Social Page Visits
3,000+( and Google covers 72% of them )
CASE STUDY: Student Journey just beginning research
digital touch-points in 6 weeks
132
764
116
1,903
76
Takeaway: Communicate DifferentlyThe decision making process is complex and happening across multiple platforms and across devices. You have to be present to be part of that process.
#bethere
Be There
State Technical and Community College
SITUATION• Facing a lower demand for community colleges and a five year decline in
admitted students, a Midwest Community College sought to connect with their local market and prove the value of a community college education.
SOLUTIONS
INSIGHTS• As interest in trades and 2-year degrees continue to fade with the current
job outlook, the LOCALiQ team knew there was an opportunity to educate the population about the education and career possibilities they were missing out on.
• With increasing education pathways, there was an opportunity to solidify the college’s place in the student’s consideration path by nurturing them from the start of their journey all the way through admittance.
27%INCREASE IN
ENROLLMENT
TURNING POINTThe LOCALiQ team developed an omni-channel approach that would articulate the value of the college’s degrees, while also meeting the prospective student every step away the way from application to enrollment. A refreshed creative concept, custom content, and complete digital strategy would drive brand awareness and reverse declining enrollment. The school is entering 2020 with a 27% increase in enrollment over the previous year.
• Custom Branded Content • Targeted Display• Targeted Email • Paid Search
• Social Management
• Social Ads • LiveChat
What We Learned
Show Them You UnderstandCommunicate value by signaling you really get them.
Be a Trusted Resource
Speak their language and arm them with tools to succeed in today's world
Communicate EffectivelyHow to break through the noise and be heard across platforms
How Do You Stay Relevant Throughout TheStudent Journey During This Time?
Search Engine Marketing For Online Programs/Degrees/Certificates
Display/OTT/Geofence – Streaming, Keyword Retargeting on 4 Yr. colleges & online programs, Geofencing grocery stores or residential addresses of students
Facebook/Instagram/Snapchat
YouTube
Students want a path to the next step now more than everYou must provide that to them be delivering a frictionless experience
Create a smart and well thought out digital campaign for multiple audiences…..
Reach high school students, career/workforce students, 4 yr. college students at home, parents & influencers.
Case Studies & Wrap Up
Chris Walker – Interact Communications
Chris Walker• Vice President of Communications,
Interact (& Angela)!
• 20+ Years In Marketing
• 10+ Years In Agency Services
• Hundreds Of Client CampaignsCommunity Colleges, Maternity Jeans, Outdoor Gear, Candy, Auto, Steaks, Legal, Financial, Higher Ed, Fleet, Biotech/Pharma, Health & Brain Surgery!
Who is THIS GUY?
What’s in Store?
1. Shifts in Marketing2. Case Study
SearchYouTube
RetargetingEmail
Social MediaDisplay
Increased Marketing Budget Toward Student RETENTION
Attracting 4-Year Students InLOCAL AREA
PROTECT HOME TURFStay 100% Visible To Searchers(Organic, Paid, Local)
Continue Strong Branding
ONLINEDegrees & Certificates
This Is Not New, As You Know…
Just One Case Study, I Promise
Los Angeles CommunityCollege DistrictNine Community Colleges
200,000+ Students
Two Month CampaignPromoting Spring 2020
Case Study
PAY PER CLICK
SNAPCHAT
GEOFENCE
FACEBOOK / INSTAGRAM
YOUTUBE
LACCD Campaign
10,661,662 Campaign Impressions182,789 Web Visits208,787 100% Video Views3,130 Generated Calls1,516 Post Engagements1,548,268 Emails Sent468,480 Email Opens…..
5%+Districtwide Enrollment Growth
Campaign Metrics
Final Wrap Up
Mary DeLuca – Interact Communications
news.interactcom.com
Let’s keep talking!email info@interactcom.com to connect with our team of experts