"How do we engage the world now?"

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

““How do we engage the How do we engage the world now”?world now”?

Communications SummitCommunications SummitUniversity of Notre DameUniversity of Notre Dame

January 13 , 2011January 13 , 2011


1. The higher education 1. The higher education environment…environment…

Restricted $$$ resources for 10 yearsRestricted $$$ resources for 10 years60-80% of best world universities in U.S.60-80% of best world universities in U.S.

Special stress for public sectorSpecial stress for public sector–http://net.educause.edu/forum/ http://net.educause.edu/forum/


An example at Dartmouth …An example at Dartmouth …http://www.dartmouth.edu/~news/releases/2009/11/07.htmlhttp://www.dartmouth.edu/~news/releases/2009/11/07.html

2009 operating expenses of $735 million 2009 operating expenses of $735 million vs. $701 million operating revenuevs. $701 million operating revenueGross tuition revenue of $232 million; net Gross tuition revenue of $232 million; net tuition revenue of $133 million after $99 tuition revenue of $133 million after $99 million in financial aidmillion in financial aidNeed to reduce withdrawal from $2.8 Need to reduce withdrawal from $2.8 billion endowment from 6.3% to 5-5.5%billion endowment from 6.3% to 5-5.5%Solution includes: significant staff & Solution includes: significant staff & program reductionsprogram reductions


Opportunities…Opportunities…

Strong brands will suffer less from Strong brands will suffer less from aversion to debtaversion to debt

A “merit aid” sweet spot to attract students A “merit aid” sweet spot to attract students who will pay most, but not all, of the who will pay most, but not all, of the “sticker price” tuition“sticker price” tuition

Targeted hiring, funding for new faculty by Targeted hiring, funding for new faculty by financially strong universitiesfinancially strong universities


2. The Notre Dame brand today…2. The Notre Dame brand today…

Impressions of a (relatively) Impressions of a (relatively) new explorernew explorer


The Notre Dame brand…The Notre Dame brand…

Conservatively Conservatively CatholicCatholic

Very high admission Very high admission standardsstandards

FootballFootball

Highest listed Highest listed Catholic national Catholic national research universityresearch university


““Pride events” in 2010…Pride events” in 2010…

Increased funding Increased funding for researchfor research

Active support for Active support for “right to life”“right to life”

3 Academy 3 Academy appointmentsappointments

New VP for New VP for internationalizationinternationalization


Top 50 National Research UniversitiesTop 50 National Research Universitieshttp://mup.asu.edu/research.htmlhttp://mup.asu.edu/research.html

#3: Stanford University#3: Stanford University#6: Duke University#6: Duke University#17: Washington University in St. Louis#17: Washington University in St. Louis#22: University of Chicago#22: University of Chicago#26: Northwestern University#26: Northwestern University#27: Vanderbilt University#27: Vanderbilt University#34: University of Notre Dame#34: University of Notre Dame#38: Dartmouth College#38: Dartmouth College– Center for Measuring University PerformanceCenter for Measuring University Performance


Research university brand strength vs. Research university brand strength vs. Top 50… Top 50…

Endowment assets… Endowment assets… #13 in 2008#13 in 2008

Annual giving…Annual giving… #22 in 2008#22 in 2008

Undergrad SAT range…Undergrad SAT range… #23 in 2007#23 in 2007


Research university brand weakness Research university brand weakness vs. Top 50…vs. Top 50…

Total research $$$...Total research $$$... #148 in 2007#148 in 2007

Federal research $$$...Federal research $$$... #134 in 2007#134 in 2007

National academy faculty…National academy faculty… #110 in 2008#110 in 2008

Adv training doctorates…Adv training doctorates…#100 in 2008#100 in 2008

Adv training post-doc…Adv training post-doc… #98 in 2007#98 in 2007


3. The marketing environment in 3. The marketing environment in higher education…higher education…

Old stuff continues in new formatsOld stuff continues in new formatsOnline communication growsOnline communication grows

Less control over “the brand message”Less control over “the brand message”


Reality marketing…Reality marketing…

Social media contacts demands marketing Social media contacts demands marketing

campaigns reflect reality…campaigns reflect reality…

– The final blow to Potemkin’s Village marketingThe final blow to Potemkin’s Village marketing

– No university is Disney WorldNo university is Disney World

– Don’t claim what isn’t trueDon’t claim what isn’t true

– Don’t claim what isn’t verifiableDon’t claim what isn’t verifiable


Brand marketing…Brand marketing…

Prepare for unexpected responses…Prepare for unexpected responses…– American UniversityAmerican University– Drake UniversityDrake University– Purdue UniversityPurdue University

Every university has a brand that’s difficult Every university has a brand that’s difficult to changeto change– Brand change requires huge resources to Brand change requires huge resources to

support clever campaignssupport clever campaigns– Easier to get “clever” than the “resources”Easier to get “clever” than the “resources”


Direct marketing…Direct marketing…

Social media offers new opportunities for Social media offers new opportunities for direct marketing:direct marketing:– FacebookFacebook– LinkedInLinkedIn– TwitterTwitter

Privacy concerns aside, personal info from Privacy concerns aside, personal info from social media sites allows marketers to social media sites allows marketers to focus advertising where it will work bestfocus advertising where it will work best


Communication continues to evolve…Communication continues to evolve…http://bit.ly/hEfQXMhttp://bit.ly/hEfQXM


Moving to end of print?Moving to end of print?http://adage.com/ces/article?article_id=148047http://adage.com/ces/article?article_id=148047


Social Media traffic… Jan 1, 2011Social Media traffic… Jan 1, 2011http://www.hitwise.com/resources/data-center.phphttp://www.hitwise.com/resources/data-center.php

1. Facebook……………63.25% 1. Facebook……………63.25%

2. YouTube…………….19.20%2. YouTube…………….19.20%

3. MySpace……………...2.53%3. MySpace……………...2.53%

4. Yahoo! Answers……… .98%4. Yahoo! Answers……… .98%

5. Twitter…………………. .97%5. Twitter…………………. .97%

12. LinkedIn……………… .23%12. LinkedIn……………… .23%


How people use social media…How people use social media…Data from Forrester Research Technographics® surveys, 2010Data from Forrester Research Technographics® surveys, 2010

Creators………………. 23% Creators………………. 23%

Conversationalists…… 31%Conversationalists…… 31%

Critics…………………..33% Critics…………………..33%

Collectors………………19% Collectors………………19%

Joiners………………….59% Joiners………………….59%

Spectators……………...69% Spectators……………...69%

Inactives………………..19% Inactives………………..19%


Video story telling grows in impact…Video story telling grows in impact…http://www.youtube.com/wustlpahttp://www.youtube.com/wustlpa


Especially to tell an academic story…Especially to tell an academic story…http://www.youtube.com/wustlpa#g/c/B3245F4DDD920C70http://www.youtube.com/wustlpa#g/c/B3245F4DDD920C70


Social media mash-ups on website…Social media mash-ups on website…http://bit.ly/iiVjMKhttp://bit.ly/iiVjMK


Online shopping moves to FB…Online shopping moves to FB…


Program centric: faculty blogs Program centric: faculty blogs http://www.hbs.edu/about/connect/http://www.hbs.edu/about/connect/


Program centric: social media mash-upProgram centric: social media mash-uphttp://www.mgt.ncsu.edu/mba/news/social/http://www.mgt.ncsu.edu/mba/news/social/


Program centric: YouTubeProgram centric: YouTubehttp://www.youtube.com/user/utmccombsschoolhttp://www.youtube.com/user/utmccombsschool


4. The new world of “Mobile”4. The new world of “Mobile”

New approach to web design…New approach to web design…Emphasis on top task completionEmphasis on top task completion


Searching for Vanderbilt by mobile…Searching for Vanderbilt by mobile…


Don’t start people at the iPhone trap…Don’t start people at the iPhone trap…


Start people here instead…Start people here instead…


Top tasks get priority placement…Top tasks get priority placement…


Mobile tasks: recruitmentMobile tasks: recruitment

Find academic program listFind academic program list

Register for a campus visitRegister for a campus visit

Inquire about enrollment… if simpleInquire about enrollment… if simple

Check application statusCheck application status

Pay an enrollment depositPay an enrollment deposit


5. Follow the Internet research…5. Follow the Internet research…


Pew Internet research reports…Pew Internet research reports…http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-

Websites.aspxWebsites.aspx


Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC226 Chauncey Court226 Chauncey CourtMarshall, MI 49068Marshall, MI 49068

248.766.6425 248.766.6425 [email protected]@bobjohnsonconsulting.com

Customer Carewords Research for Online Marketing Success: Customer Carewords Research for Online Marketing Success:

http://www.bobjohnsonconsulting.com/customercarewords.htmlhttp://www.bobjohnsonconsulting.com/customercarewords.html

"How do we engage the world now?"

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