Ruffalo Noel Levitz E-Expectations 2016 · 2016-08-03 · Ruffalo Noel Levitz All material in this...

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Ruffalo Noel Levitz 1 All material in this presentation, including text and images, is the property of Ruffalo Noel Levitz. Permission is required to reproduce information. E-Expectations 2016: What Do College-Bound High School Students Expect From Your Website and Digital Communications? Stephanie Geyer, Ruffalo Noel Levitz Lance Merker, OmniUpdate

Transcript of Ruffalo Noel Levitz E-Expectations 2016 · 2016-08-03 · Ruffalo Noel Levitz All material in this...

Page 1: Ruffalo Noel Levitz E-Expectations 2016 · 2016-08-03 · Ruffalo Noel Levitz All material in this presentation, including text and images, is the property of Ruffalo Noel Levitz.

Ruffalo Noel Levitz

1All material in this presentation, including text and images, is the property of Ruffalo Noel Levitz. Permission is required to reproduce information.

E-Expectations 2016: What Do College-Bound High School Students Expect From Your Website and Digital Communications?

Stephanie Geyer, Ruffalo Noel Levitz

Lance Merker, OmniUpdate

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Share your question ideas for future studies at #eexpect

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Agenda

E-Expectations Overview and Demographics

Answering your questions: How can I attract more users to my website?

What content resources add the most value to their experiences?

What images will be most appealing to prospective students?

How can I entice users to complete the RFI so we can continue communicating with them?

How should I use e-mail and text to engage with prospective students?

What role should social media play in my digital recruitment strategies?

How can you use E-Expectations to get more support from your leadership?

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Three data points for Class of 2016; two for Class of 2017

1526

2064

1559

2064

1558

0

500

1000

1500

2000

2500

Co16 Jrs Spr2015

Co16 Srs Fall2015

Co16 Srs Spr2016

Co17 Jrs Fall2015

Co17 Jrs Spr2016

Class year

completed

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Three data points for Class of 2016; Two for Class of 2017

1526

2064

1559

2064

1558

0

500

1000

1500

2000

2500

Co16 Jrs Spr2015

Co16 Srs Fall2015

Co16 Srs Spr2016

Co17 Jrs Fall2015

Co17 Jrs Spr2016

Focus of this presentation

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Spring 2016 Study MethodologyWeb survey administered by NRCCUA in April 2016 with 3117 total responses: 1559 seniors, 1558 juniors

Evenly split among gender and four geographic regions of the continental U.S.

List source NRCCUA

95% confidence interval; +/- 3%

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Demographics of Interest

First generation: Juniors: 28%

Seniors: 25%

Race/Ethnicity: Native American: 4 (J); 4% (S)

Asian: 7% (J); 7% (S)

African-American: 10.% (J); 9% (S)

Hispanic: 20% (J); 14% (S)

Middle Eastern: 1% (J); 1% (S)

Caucasian : 50% (J); 44% (S)

College type: Private: 47% (J); 3% (S)

State/Public: 87% (J); 93% (S)

Community/Junior College: 10% (J); 8% (S)

Vo-tech: 7% (J); 5% (S)

Plans to participate in any sports in college: 65% juniors

51% seniors

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Enrollment StageApril 2016

Co17 Jrs Spr 16

Inactive: 6%

Prospect: 46%

Inquiry: 47%

Applied: 1%

Accepted: 1%

Co16 Srs Spr 16

Inactive: 3%

Prospect: 4%

Inquiry: 8%

Applied: 5%

Accepted: 81%

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Most planning on traditional enrollment“Which of the following best describes your plan to enroll at a college or university?’

Attending traditional college attending classes on campus, in person: Seniors: 16: 91%

Juniors 16: 88%

Online program, will visit campus for classes: Seniors: 1%

Juniors 16: 1%

Some classes in person, others online: Seniors: 3%

Juniors: 3%

Not sure: Seniors: 4%

Juniors: 8%

No plans to enroll in college: Seniors: .4%

Juniors: .5%

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1How can I attract more prospective students to my website?

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Make your site attractive to search engines

0% 20% 40% 60% 80% 100%

Search engine

I know the url

Link from e-mail

URL in print

Bookmarked

College planning site

YouTube search

88%

41%

39%

16%

15%

11%

8%

86%

27%

44%

16%

10%

26%

7%

Co17 Jrs Spr 16

Co16 Srs Spr 16

Q: How do you find a college website?

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Optimizing program pages and highlighting your location will make a difference in search engine rankings

0% 20% 40% 60% 80% 100%

Name of school

School and program

Program name

Desired location

Program and location

88%

50%

33%

29%

20%

84%

58%

45%

40%

27%

Co17 Jrs Spr 16

Co16 Srs Spr 16

Q: Which of these options reflects the ways you would use a search engine to find college websites? (Select all that apply).

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30%of juniors and 24%

of seniors were familiar with the

college advertised

GoogleIs the leading channel for prospective

students to find these ads

C l i ck/Read?The highest rated activity

after their click was simply to read more

online.33% seniors39% juniors

47%of juniors and 39% of seniors

have clicked on paid ads for colleges and

universities.

Search Engine Marketing

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Students rely on college planning sites

85%

90%

75%

80%

85%

90%

95%

100%

Agree: I find reliable information on college planning sites.

Co16 Srs Spr 16 Co17 Jrs Spr 16

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College planning sites summarize your institution and provide links to your site; use appears to increase as they progress

56%62%

57%

67%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Have used a site other than a school site to learn aboutcollege and university choices.

Co16 Srs Fall 15

Co16 Srs Spr 16

Co17 Jrs Fall 15

Co17 Jrs Spr 16

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Can you recall the names of any websites that you have used to help you search for the right college or university?

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How can I attract more users to my website?

Include links within your site in your e-mail campaigns

Make your site attractive to search engines Mobile/responsive sites are receiving higher search engine rankings

Content and meta data search engine optimization strategies can make a significant difference in site traffic

Build out site links. (Here’s a great article about how to do that: http://www.brightedge.com/glossary/building-quality-backlinks)

Paid interactive marketing campaigns can bring more users to your site who are ready to engage

Coordinate efforts with leading college planning sites

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2What content resources add the most value to their experiences?

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Content targets: It’s still about academics and cost!

Juniors are focused on program listings and details; seniors want to know more about cost and affordability

Both juniors and seniors value the following details in program content: Job placement statistics

Program rankings

Graduate school placement statistics

Testimonials and quotes from current students or alumni

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Demonstrate value through outcomes

63%

47%51% 52%

28%

22% 21%

61%

50%49%

46%

26%

18%

13%

0%

10%

20%

30%

40%

50%

60%

70%

Co16 Srs Spr 16 Co17 Jrs Spr 16

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Besides information about programs, degrees, and academics, name some other topics that you like to check out when visiting a college or university website:

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Low use of chat tools, but students report helpful experiences when they do use them.

Question/Response Co16 Srs Spr 16 Co17 Jrs Spr 16

Have you ever used a live chat tool as you were looking at a college site?

11% (Yes) 7% (Yes)

Did you initiate this or did someone reach out to start the chat?

Initiated by student

48% 45%

Initiated by chat representative

52% 56%

Was this experience helpful to you in learning more about this school?

78% (Yes) 82% (Yes)

Adult comparison:20-24%

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Small increase in use of webinars or online presentations

Question/Response

Seniors Juniors

Co16 Srs Fall 15 Co16 Srs Spr 16 Co17 Jrs Fall 15 Co17 Jrs Spr 16

Have you ever viewed a webinar offered by a college?

8% 10% 8% 9%

Live 48% 56% 38% 46%

Recorded 52% 44% 62% 54%

Would you view a webinar inthe future?

66% (yes) 55% (yes) 79% (yes) 66% (yes)

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What content resources add the most value to their experiences?

Answer their top questions early and with compelling evidence: Program listings, details, outcomes data and testimonials

Cost, scholarship, aid and overall value

Process, deadlines, events

Location, sense of place

Personal fit

Engagement and multi-media play a role, but can’t carry your value proposition and fit messages on their own.

Looking for more adult students? They may be more comfortable (and perhaps appreciative of) live chat resources.

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3What images will be most appealing to prospective students?

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In the spring 2015 study, the top-rated images were location shots without people.

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In the fall 2015 study, students showed their continued preference for images that deliver a sense of place

73%

44%

43%

29%

29%

24%

49%67%

71% 60%

70% 55%

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Interest in specific images (top two boxes)

22%

21%

47%

48%

55%

62%

62%

63%

65%

67%

76%

17%

20%

45%

48%

56%

57%

58%

61%

62%

67%

75%

0% 20% 40% 60% 80%

Staged photos showing happystudents

Photos with just one or twostudents

Photos of specific buildings withoutstudents

Photos of students representingdifferent age groups and ethnicities

Photos of buildings with students

Campus view of buildings withstudents

Overview of the campus setting likean aerial show without students

Photos of faculty teaching orengaging with students

Images of students working in labs,using equipment

Candid photos (not staged)

Photos of student life or non-academic activities

Co17 Jrs Co16 Srs

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Student life and non-academic activities top their photo wish-list

76%

75%

0% 50%

Photos of student life ornon-academic activities

Co17 Jrs Co16 Srs

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Candid photos, shots of students using equipment

67%

65%

67%

62%

0% 50%

Candid photos (notstaged)

Images of studentsworking in labs, using

equipment

Co17 Jrs Co16 Srs

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Faculty teaching, engaging

63%

61%

0% 50%

Photos offaculty

teaching orengaging with

students

Co17 Jrs Co16 Srs

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Sense of place

62%

62%

55%

47%

58%

57%

56%

45%

0% 50%

Overview of the campussetting like an aerial show

without students

Campus view of buildingswith students

Photos of buildings withstudents

Photos of specific buildingswithout students

Co17 Jrs Co16 Srs

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Showing students in groups and alone

48%

22%

21%

48%

17%

20%

0% 50%

Photos of studentsrepresentingdifferent agegroups and…

Staged photosshowing happy

students

Photos with justone or twostudents

Co17 Jrs Co16 Srs

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Top 5 Most Interesting Photos

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Top 5 Most Interesting Photos

Description Most interesting Least interesting

Study group in library 59% 14%

Science student 54% 18%

Aerial view of campus 51% 16%

Sawing students 41% 17%

Female professor 36% 22%

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Top 5 Most Interesting Photos

Student life or non-academic activities Candid photos of students Students working in labs, using equipment Faculty teaching or engaging with students Campus setting, without students Campus view of buildings with students Building interiors with students Students representing diversity Building interiors without students Just one or two students Staged photos showing happy students

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Top 5 Least Interesting Photos

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Top 5 Least Interesting Photos

Description Most interesting Least interesting

Stressed student 8% 59%

Woman walking/smiling 9% 49%

Man walking/backpack 17% 44%

Cell phone check in 15% 41%

Empty computer lab 11% 36%

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Top 5 Least Interesting Photos

Student life or non-academic activities Candid photos of students Students working in labs, using

equipment Faculty teaching or engaging with

students Campus setting, without students Campus view of buildings with students Building interiors with students Students representing diversity Building interiors without students Just one or two students Staged photos showing happy students

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What images will be most appealing? (Images ranked by percent of all students as most interesting)

59% 51% 41% 36%

30% 30% 27% 26% 25%

20% 17% 17% 15% 12%

11% 9% 8%

54%

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4How can we entice users to complete the Request for Information form (RFI) so we can continue communicating with them?

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They are using their mobile device to complete inquiry forms. Does yours work?

39%

30% 31%

24%

20%

32%

11%

6%

41%

23% 23%

18%

9%7%

4%3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Requestinformation

Costcalculator

Campus visitregistration

Scholarshipcalculator

Open houseregistration

Applicationfor

admission

Classregistration

Online eventregistration

Co16 Srs Spr 16 Co17 Jrs Spr 16

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3 out of 4 have already completed an RFI (76% of seniors and 73% of juniors)

What information are they willing to share on these forms?

87%

77%81%

75%68% 66%

48%

85%80% 80% 79%

75%71%

48%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

E-mail address Programs ofinterest

Name Graduation year High school Mailing address Cell phone

Co16 Srs Spr 16 Co17 Jrs Spr 16

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Two-thirds won’t wait for you to seek them out

65%

35%

64%

36%

I'll actively seek out schools and ask them to send me information

I'll wait for schools I've listed on standardized tests to contact me.

JuniorsSeniors

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E-mail and print are still welcome responses to an RFI submission; more than a third are open to textsAfter you complete a form to receive more information, which of the following responses from the school would be valuable to you? (select all)

38%

51%

33%

80%

35%

62%

27%

77%

0%10%20%30%40%50%60%70%80%90%

Text messagefrom an

admissionscounselor

Brochures sent tomy home

Phone call from anadmissionscounselor

Email fromadmissionscounselor

Co16 Srs Spr 16 Co17 Jrs Spr 16

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How can we entice users to complete an RFI?

Make the form easy to find and mobile friendly

Don’t make the form too long or ask too many questions

Let them know how and when to expect a response

Use the “thank you” page to direct them to additional resources on your site that they should see

Ask them to take another step such as: Planning a visit

Attending an open house event

Exploring application process information

Engaging with social channels

Using live chat

Attending a webinar or viewing a recording

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5How should I use e-mail and text to engage with prospective students?

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Strongly encourage prospects on your website to complete the RFIAfter you complete a form to receive more information, which of the following responses from the school would be valuable to you? (select all)

80% 77%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Email from admissions counselor

Co16 Srs Spr 16 Co17 Jrs Spr 16

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Put links in your e-mail messages and landing pages

0% 20% 40% 60% 80% 100%

Search engine

I know the url

Link from e-mail

URL in print

Bookmarked

College planning site

YouTube search

88%

41%

39%

16%

15%

11%

8%

86%

27%

44%

16%

10%

26%

7%

Co17 Jrs Spr 16

Co16 Srs Spr 16

Q: How do you find a college website?

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Remain confident in your use of e-mail as an influential tool in your digital recruitment plan

55%57%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Collegewebsite

Email fromschool

Phone callsfrom

admissions

Print Magazinerankings

Collegeplanning site

entries

Co16 Srs Spr 16

Co17 Jrs Spr 16

Q: When considering which colleges or universities you might attend, please rate on a scale of 5 (1 being the least influence, 5 being the most influence) how each of the following resources has influenced your interest.

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Sustain confidence that they will open your messages

97%

78%

98%

64%

97%

76%

97%

78%

0%

20%

40%

60%

80%

100%

120%

Uses e-mail at leastonce/week

Gives email whenrequested

Opens a messagefrom school of

interest

Opens a messagefrom unknown

school

Co16 Srs Spr 16 Co17 Jrs Spr 16

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Be sure your e-mail messages are performing well on mobile devices(How often do you check your e-mail using a smart phone or mobile device?)

4% 3%5% 5%

18%

27%

38%

6%3%

6% 5%

17%

29%

34%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Never Less thanonce/month

A fewtimes/month

Once/week Fewtimes/week

At leastonce/day

More thanonce/day

Co16 Srs Spr 16 Co17 Jrs Spr 16

Check e-mail via mobile daily?66% of seniors63% of juniors

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Further evidence that responsive messages are appreciatedWhen you open up an e-mail on your smart phone, does it matter to you if the message adjusts to fit your screen size?

56%

18%

22%

1% 2% 1%

49%

18%

29%

1%3%

1%

0%

10%

20%

30%

40%

50%

60%

Yes, mypreference

Not sure I'venoticed

Doesn't matter I don'tunderstand.

I don't have asmart phone

Email and phonenot synced

Co16 Srs Spr 16 Co17 Jrs Spr 16

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They are willing to allow text messagesBut you still aren’t sending very many!

74%

36% 36% 38%

27%24%

71%

11%

21%

53%

25%21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Willing to allow acollege to text

them? (Yes)

Ever received atext from a

college? (Yes)

Individual General Both Unsubscribed?(Yes)

Co16 Srs Spr 16 Co17 Jrs Spr 16

38% of seniors and 34% of juniors would welcome a text

reply to an RFI completion.

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What should you text to them? Seniors want deadline reminders, app details and acceptance notifications

75% 77%

67%

44%41%

24%17% 15%

74%71%

63%

45%40%

18% 16% 15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Deadlinereminders

App details,such as

missing docsor status

Acceptancenotification

Check-insfrom my

admissionsrep

Rejectionnotification

Links towebsitecontent

Links to socialmedia posts

Webinar orlive chat

invitations

Co16 Srs Fall 15 Co16 Srs Spr 16

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What should you text to them? Juniors want the same things!

53%57%

52%

34% 34% 33%

20%26%

70% 68%62%

49%

40%

26%21%

16%

0%

10%

20%

30%

40%

50%

60%

70%

80%

App details,such as

missing docsor status

Acceptancenotification

Deadlinereminders

Rejectionnotification

Check-insfrom my

admissionsrep

Links towebsitecontent

Webinar orlive chat

invitations

Links tosocial media

posts

Co17 Jrs Fall 15 Co17 Jrs Spr 16

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How should I use e-mail and text to engage with prospective students?

Confidently. E-mail isn’t dead and they’re expecting it from you. They are open to receiving text messages from you.

Responsively. They’re using their mobile devices to read your messages. Be sure they appear in a responsive format.

Test your messages for spam traps. Are your messages getting through? Insist on relevance…make sure messages (e-mail and text) get the right

information to the right market and stage at just the right moment. Make sure that e-mail messages feature engagement opportunities. Use

landing pages to help keep e-mail content to a minimum and enhance engagement through expanded content and calls-to-action on the landing page.

Make text messages count. Be sure that you’re matching recipients with the right call-to-action or content.

Experiment with text messaging to accepted students, if you haven’t tried yet.

Pilot an inquiry response communication flow via text and keep track of engagement/enrollment results!

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6What role should social media play in my digital recruitment strategies?

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Confidence in social channels increases as student progress through their decision process

48%

55%63%

52%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Agree: I find reliable info through college and university social media

Co16 Jrs Spr 15 Co16 Srs Fall 15 Co16 Srs Spr 16 Co17 Jrs Spr 16

Seniors

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75%

53% 54%

65%

42%

72%

65%60%

67%

44%

77%68%

64%69%

41%

76%

66%63%

59%

40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

YouTube Snapchat Instagram Facebook Twitter

Co16 Jrs Spr 15 Co16 Srs Fall 15 Co16 Srs Spr 16 Co17 Jrs Spr 16

Weekly use: YouTube is essential. Facebook increases as students progress; Snapchat and Instagram steady growth

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Using Snapchat, YouTube, Facebook and Instagram Daily

65%

72%

60%

67%

44%

59%

51% 51% 51%

32%

60%

54%53% 53%

32%

59%55%

52%

45%

31%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Snapchat YouTube Instagram Facebook Twitter

Co16 Jrs Spr 15 Co16 Srs Fall 15 Co16 Srs Spr 16 Co17 Jrs Spr 16

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Seniors say Facebook is the best channel to learn about college options; Juniors seem less enthusiastic

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Facebook YouTube Google+ Instagram Twitter None Snapchat

Co16 Jrs Spr 15 Co16 Srs Fall 15 Co16 Srs Spr 16 Co17 Jrs Spr 16

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Facebook engagement is a great late-funnel engagement resource

60%

41%

27%

12%

42%

29%

4% 3%

0%

10%

20%

30%

40%

50%

60%

70%

Looked at anycollege

Facebook

Clicked like Joined a group Added acomment

Co16 Srs Spr 16

Co17 Jrs Spr 16

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Twitter Use

42%

22%

27%

44%

23%

24%

41%

32%

27%

23%

40%

32%

23%

22%

0% 10% 20% 30% 40% 50%

Twitter Use (weekly)

Twitter Use (daily)

Following College Twitter Feeds

Twitter is Good for CollegeResearch

Co17 Jrs Spr 16

Co16 Srs Spr 16

Co16 Srs Fall 15

Co16 Jrs Spr 15

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Photos are the top-rated types of social posts

76%

48% 50%

38%

79%

53% 49%

39%

78%

52%

48%

42%

75%

51%47%

37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Photos Videos Newsstories/features

Event invitations

Co16 Jrs Spr 16

Co16 Srs Fall 15

Co16 Srs Spr 16

Co17 Jrs Spr 16

63-64% of juniors and seniors using

Instagram daily

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They’re looking for a sense of campus now: Feature current students and campus views in your posts

0%

10%

20%

30%

40%

50%

60%

70%

80% Co16 Srs Spr 16

Co17 Jrs Spr 16

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New Development to Watch: Facebook LiveFacebook’s latest move could be a game changer

Launched in April

Live broadcasts on any Facebook page

Auto-archives to page, group, or event

Head to head with Periscope, Meerkat, Google Hangouts on Air

Great for “Fly On the Wall” opportunities on campus/in the classroom.

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For which of these topics might they attend a live-streaming event?

52% 50%

40%35%

39%

30%

2%

58%52%

38%36% 35%

29%

3%

0%

10%

20%

30%

40%

50%

60%

70%

Campus tour ledby students

College class in aprogram of

interest

Sporting event Admissions openhouse session

Concert or artsevent

Campus lecture Other

Co16 Srs Spr 16 Co17 Jrs Spr 16

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What role should social media play in my digital recruitment strategies?

Social channels play an important part in their exploration of your campus

Use social to help students address questions of fit and value

Deliver a sense of place through use of images, video and perhaps even live streaming

Select channels that support your particular markets and brand

Create an editorial calendar to coordinate posts across assets; don’t duplicate posts from one resource to the next

Remember that engagement appears to escalate as students progress through the enrollment process. Create posts to support yield and stave off melt.

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7How can you use E-Expectations to get more support from your leadership?

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It takes a collection of resources to support recruitment; your website is the hub

71%

55%

50%

42%37% 36%

69%

57%

45%48%

39% 41%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Collegewebsite

Email fromschool

Phone callsfrom

admissions

Print Magazinerankings

Collegeplanning site

entries

Co16 Srs Spr 16

Co17 Jrs Spr 16

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Your website is their first stop to answer questionsDoes it drive users on in their exploration and facilitate engagement?

47%

25%

12%

3% 2%6%

63%

19%

5% 3% 3% 3%

0%

10%

20%

30%

40%

50%

60%

70%

Use the websiteto find the

answer myself

Email theadmissions

office

Call theadmissions

office

Complete anonline form to

get moreinformation

Chat online witha school

representative

Call myadmissions

counselor atthat school

Co16 Srs Sp 16 Co17 Jrs Spr 16

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They trust in your digital marketing resources

89%

63%

85%85%

52%

90%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Agree: I find reliableinformation in emails

from colleges

Agree: I find reliable info through college social

media assets…

Agree: I find reliableinformation on college

planning sites.

Co16 Srs Spr 16 Co17 Jrs Spr 16

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Their experience with your site is connected to their perceptions of your college or university

74%

26%

48%55%

75%

25%

43%

52%

0%

10%

20%

30%

40%

50%

60%

70%

80%

College websitesmake a difference in

my perceptions of theschool

My perceptions of aschool have no

relation to its website

Schools with betterwebsites probablyoffer higher quality

educationalexperiences

The quality of theschool has no

relationship to itswebsite

Co16 Srs Spr 16 Co17 Jrs Spr 16

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They are looking at your site frequently—at the beginning and near the end of their enrollment processWhen was the last time you looked at a website for any college or university?

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

Earlier today

Within the last 7 days

Within the last month

Within the last 3 months

Longer than 3 months ago

I have never been to acollege website

Co17 Jrs Spr 16

Co16 Srs Spr 16

81% seniors; 72% of juniors within past 7 days

of taking the survey

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Mobile and desktop views are essential to serve our markets regardless of stage (97% of juniors and seniors have access to a mobile device)

How did you access the college site you visited most recently?

33%

5%

45%

17%

0%

42%

5%

37%

15%

1%

0% 10% 20% 30% 40% 50%

Smartphone

Tablet

Laptop

Desktop

Other

Co17 Jrs Spr 16 Co16 Srs Spr 16

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Smartphones lead the way when accessing the Internet via mobile devices

86%

4%

2%

6%

1%

0%

1%

85%

4%

3%

6%

2%

0%

1%

0% 20% 40% 60% 80% 100%

Smartphone

Cell phone with web access

iPod touch

Tablet

I don't use mobile devices to access…

E-reader

Other

Co17 Jrs Spr 16 Co16 Srs Spr 16

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When do they use their mobile device for browsing the web?

41%

51%

8%

41%

50%

6%

43%

55%

3%

46%

51%

3%

0%

10%

20%

30%

40%

50%

60%

All the time If no PC available Rarely

Co16 Jrs Spr 15

Co16 Srs Fall 15

Co16 Srs Spr 16

Co17 Jrs Spr 16

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Preference for responsive view is increasing

47%

31%

22%

51%

31%

19%

41%44%

15%

41%43%

16%

0%

10%

20%

30%

40%

50%

60%

Always wants full site, evenon mobile

Prefers optimized version Rarely uses mobile devicefor browsing

Co16 Jrs Spr 15

Co16 Srs Fall 15

Co16 Srs Spr 16

Co17 Jrs Spr 16

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71% of seniors and 65% of juniors have completed college enrollment forms on their mobile devices

39%

30% 31%

24%

20%

32%

11%

6%

41%

23% 23%

18%

9%7%

4%3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Requestinformation

Costcalculator

Campus visitregistration

Scholarshipcalculator

Open houseregistration

Applicationfor

admission

Classregistration

Online eventregistration

Co16 Srs Spr 16 Co17 Jrs Spr 16

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How can you use E-Expectations to get more support from your leadership?

Your digital recruitment marketing assets play an important role in their exploration of your campus, influence perceptions and support engagement.

Their preference for optimized/responsive experiences is increasing.

They are using mobile devices to not only access your site, read e-mails, engage with social channels and text. Resources should perform seamlessly on mobile as well as desktop/laptop views.

Data strongly suggests forms to support enrollment must also be responsive.

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Where can you find MORE E-Expectations?

Read:• Karine Joly has delivered a four-part preview with extensive analysis. Start with

part one here: http://bit.ly/HEE2016Eexpectations

• Listen and watch: (Visit the RNL, OU or CWL sites for details.)• 2016 E-Expectations Webinar: August 18

• Adult E-Expectations Webinar: November 10

Other conference presentations:• EduWeb (Denver): August 1-3 (High school)

• HighEdWeb (Memphis): October 16-19 (High school)

• AMA Higher Ed Symposium (Orlando): December 4-7 (Adult)

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Stephanie Geyer, Ruffalo Noel LevitzVoice: (303) 594-0370e-mail: [email protected]@StephGeyer

Lance Merker, OmniUpdateVoice: (805) 484-9400e-mail: [email protected]@LanceMerker

Please use #eexpect when tweeting about

E-Expectations or to share question ideas