1. You Have Faculty Using Technology to Market... Are You Kidding Me? edu Web Conference July 21, 2008 Greg Williams, Ed.D.

2. Greg Williams, Ed.D.

• Director & Clinical Assistant Professor

• Univ. of Maryland

• [email_address]

• www.gregwilliams.net

3. Case Study Facts

• Univ. Maryland, Baltimore County

• Instructional Design & eLearning Graduate program

• Enrollment declining

• One year to improve

• Staff of one

• Faculty in-charge of marketing

4. Program Enrollment FY 2003 1,035 Credit Hours FY 2004 771 Credit Hours FY 2008 1,239 Credit Hours 2004 2008 increase of 60%

5. Changing Faculty Role

• More comprehensive responsibilities

• More non-traditional taks

• Fewer tenure track opportunities

• More accountability

• Importance of advising

• Increased PR & marketing role

• This is not what I signed up for

6. Faculty Evaluation

• Teaching

• Research & publications

• Service

• Whats missing?

7. Why People Dont Perform (Robert Mager)

• Dont know how

• Dont know whats expected

• Dont have the authority

• Dont get timely feedback/info

• Punished or ignored for succeeding

• Rewarded for doing wrong things

• Nobody notices

8. Why Should Faculty Market?

• No Students = No Job

• Link to external world

• Promotes program & faculty

• Start of advising relationship

9. Case Study Facts

• Univ. Maryland, Baltimore County

• Instructional Design & eLearning Graduate program

• Enrollment declining

• One year to improve

• Staff of one

• Faculty in-charge of marketing

10. Todays Consumer

• Search when they need to

• They are in control

• Little time to spend

• Fast paced lifestyle

• Search using tools they know

• Think like adult learners

11. Marketing Shift

12. Marketing Shift

• Mass media to customized

• Control from advertisers to consumers

• Sketchy results to measurable results

• Limited Internet access to widespread

• Few media tools to many tools

• Traditional ads to Internet

13. Typical Marketing Approach (graduate program)

• Stale ideas (e.g. open house)

• Mostly advertising

• Program & services not evaluated

• Ineffective inquiry mgt & follow-up

• Passive use of technology

• Little engagement of inquirers

14. Comprehensive Approach

• Needs assessment

• Marketing research

• Product development

• Pricing

• Distribution

• Selling

• Advertising

• Public relations

15. Analysis Results

• Need for program

• Student & alumni profile

• Program quality good

• Students, alums, employers liked program

• Some new courses needed

• Opportunity to go online

16. Position Statement

• Why are you unique?

• Program & services differentiation

• Problem you are solving?

• What do you offer that others dont?

• Why should people associate with you?

17. Focus on Customer Needs

• What do they want & when

• How do they look for it

• Is your content meaningful?

• Is your message reinforced?

18. Were Having Cookies!

19. What Did Our Customers Want?

• Career info

• Professional development info

• Answers to their job situation

• How will program help them?

• Career counseling

20. Our Approach

• Comprehensive marketing

• Technology as communication

• & marketing tool

• Build relationships

• Interactive communication

• Meaningful content

• Career content & services

21. No Silver Bullet

22. Action Plan

• Biggest impact on enrollment?

• Our position statement

• Focus on career needs

• Use technology to help

• Short-tem vs. long term

23. Program Improvements

• New courses

• Course names & descriptions

• Applied learning format

• Improve instructional technology

24. Service Improvements

• Admission & registration

• Career services

• Online services, e.g. library

• Response time

25. Inquiry Management

• Methods of inquiry

• Gregs role

• System we inherited

• How it was used in past

• New approach

26. Communication Plan

• Current students

• Program alumni

• Internal audience

• Employers

• Professional Associations

27. Technology Not a Universal Solution

• Define need first

• Identify possible tools

• Evaluate, ease of use, cost

• Then select appropriate tool

28. Technology Tools

• Searchable content

• Google Adwords

• Website

• YouTube

• iTunes university

29.