Edu Web 2008 Presentation

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Transcript of Edu Web 2008 Presentation

  • 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.