The Old College Try: Marketing Higher Ed

Going Virtual

2009-12-18T12:17:00.003-05:00

I awoke to the news this morning that Pepsi has decided not to advertise during this year's Super Bowl, in order to focus more resources on online efforts.

It got me thinking that if a major worldwide retailer is abandoning traditional forms of advertising and communicating, what's the harm in all of us stepping out the box and trying something new?

Around our office, talk have been flying about taking the printed view book and athletic media guides into the online world. As part of that discussion, a colleague sent this fantastic example from Sacramento State of a virtual media guide for its football program.

With the videos, sounds, clickable bios, and more, this is way, way more engaging than the traditional media guide. My first reaction to this was the saying: "Why tell me, when you can show me?" This media guide certainly shows a lot and makes you feel like you're right there in the stadium.

I'll be anxious to see if we can pull off something similar and if our audience follows us online and likes it.

Our New Home Page

2009-12-16T12:32:00.003-05:00

Well, it's taken a few months of work, but as of noon today, we've officially launched our new home page.

This marks the first time we've had the home page graphics integrated with our advertising/marketing -- notice the MORE banners are the top, which we pulled right from our campaign art.

We also put social media front and center, with spots for blogs; our news RSS fee;, YouTube, Twitter, and Facebook feeds; and more.

Among the more controversial moves during this process was to take away the list of links to all of our colleges. Instead, we added an area for people to search for majors and colleges.

We did this because prospective students may not connect the fact that their intended major is offered within a certain college -- majors and their colleges seem to change with each university out there. We thought it'd be easier for them to look by majors right off the bat, versus working their way through college links.

Thanks for the advice and sharing your sites as we went through this process. And let me know what you think now that we're live.

Program Names

2009-12-11T13:38:00.002-05:00

Because I'm involved with marketing and writing for our office of admission, I often find myself called upon to brainstorm names for programs.

I'm hitting somewhat of a wall here -- we use our name, mascot, and colors in a bunch of programs. I just feel like I recycle the same ideas over and over. Yet, it seems like they want each program to have a new name so guidance counselors/teachers/high school students don't confuse them.

What inspires you for program names? Any good sites? Do you go around online and see what everyone else is doing?

DW, at this point, has way too much blue and gold and Rockets on the brain!

What? No Show and Tell?

2009-12-08T15:07:00.003-05:00

I somewhat envy Web designers. It's easy to cruise the Web and see pages of other schools from across the country.

But if you want to check out the billboards or TV ads from the U in as near as the next county over ... good luck!

We are trying to do some advertising benchmarking and are finding people are very shy or closed-lipped about what they're doing. It's either not on the Web site, or no one returns our calls or e-mails.

It's not like we're asking for super-secret concepts that have yet to come out. We just want to see what's currently already all over the town on the airwaves and in print.

After going through trying to find others' materials, it makes me appreciate even more that our office has examples of our current stuff up on our Web site for anyone to view.

On student e-mail addresses

2009-12-03T16:22:00.003-05:00

So even though I was in a serious meeting today about marketing strategy, I found my mind wandering. Hey, it was after noon and DW was super hungry.

In my distraction, I started reading over the e-mail addresses of the students on a data print-out we were given.

Now, keep in mind, these are e-mail addresses that these students submitted to us on their application -- a "serious" college application.

Among the gems were (with original spelling preserved):

Softball Monkey Gurl
Lil Snot
Summer Hotie
Baby Beaty

And by far, the best of all -- I kid you not -- was: G-Spot07

Sounds just like the fine material any institution or business would want to attract.

If any students or parents are reading this, please, save those e-mail addresses for friends and family. Get something more professional-sounding for applications, whether they be of the college or job variety.

Period at the end of a URL?

2009-12-01T14:28:00.003-05:00

OK, I have to ask: Do you honestly think people will type a period at the end of a URL if the URL is at the end of a sentence in a brochure and followed by a period?

I work on a brochure for Honors students each year -- Honors students! -- and we are always reminded not to put the period after the URL at the end of a sentence, because students used to type it in there and call the program upset the site wasn't coming up.

I don't know, maybe I just give high school students more credit than some people do. I imagine if you grew up using a computer and the Web, you're bound to realize there's never a period at the end of a Web address.

Should I stick to my grammar rules and put the period in there or throw away the rules to account for the Web dunces?

New Word

2009-11-23T13:11:00.002-05:00

Occasionally, you have to invent new words on the job. Our latest?

Brandgasm

It defines what a brand-loving person experiences when something new ties into branding. Such as an office finally using the institution's logo. Or a program finally putting the tagline for the school in its ads. It's a noun used to describe the elation experienced for brand buy-in.

Go forth and use.

Happy Thanksgiving and many brandgasms to all!

The "Unofficial" Duties

2009-11-18T15:12:00.002-05:00

Having a job in the marketing office, you seem to have many unofficial job duties and get pulled into doing some wacky things -- all for sake of advancing your university, doing your job to the fullest extent, and -- just maybe -- having some fun.

Today, for example, DW was a last-minute tummy model for a photo for our new single-incision surgery ad. Thank goodness we shot it before Thanksgiving, because I sure eat my fill of pies and stuffing!

That got me thinking about some of the other things I've done for my job:

Helped a coworker in and out of a mascot uniform during shoots

Powdered a student model's face during a TV commercial filming -- and according to the director, her face was always shiny, no matter how much I powdered.

Climbed up on the roof of a building, in heels, to scope out locations with our cameraman -- I had to climb rickety stairs to get from level to level of the roof. Yeah, my feet hurt that night.

I know you have some better stories than these! Comment and share them.

Net Price Calculator

2009-11-13T10:14:00.006-05:00

Do you have a handy/dandy calculator on your Web site that students can use to estimate their cost of attending your school?

If not, you might want to look into developing one.

I learned that if you are a Title IV school, the Higher Education Opportunity Act requires that one be available on your site by Oct. 29, 2011.

The law states: "The calculator shall be developed in a manner that enables current and prospective students, families, and consumers to determine an estimate of a current or prospective student's individual net price at a particular institution."

I think this is a great tool to help market your school and show how affordable you can be, after scholarships and financial aid are applied to costs.

Luckily, there's a handy template online to help you develop your net price calculator. Visit this site to get started.

We had already started to develop our calculator when we heard about this, and it's nice to know that our efforts are putting us ahead of the game.

Does anyone have a similar calculator they'd like to share? We'd love to get ideas and hear about your efforts while we're working through ours.

Facebook in Education Page Debuts

2009-11-06T14:24:00.004-05:00

In case you haven't seen or heard -- like me, until Chris, our social media wiz, pointed me toward it -- Facebook has started a page called "Facebook in Education."

So far, it's spotlighting how educators use Facebook and offering tips. It's only been around since Monday or Tuesday, so I'll be curious to see how it evolves as time goes on.

Do You Require Social Media Use?

2009-11-04T11:21:00.003-05:00

Just curious if any institution makes their students become fans of their U on Facebook or somehow forces students into a social media association with their school.

This came up at a meeting yesterday in which our president was talking about how to get more people to interact with us on Facebook.

One of my colleagues brought up what I thought was a great point. If we wanted to, we could make everyone be our fan/follower when they register for classes or start here. But would they value that connection or even come back to it?

Versus now, anyone who becomes our fan or joins our groups actually wants to -- they sought us out because of some interest and are therefore more likely to be engaged.

It's the whole quality over quantity debate. We might not have a billion followers, but the ones we do have are interacting with us regularly.

What's your take on this?

The Scariest Thing

2009-10-30T13:37:00.002-04:00

What is spooking me out today and making me want to scream in terror?

Someone sent an e-mail and copied a ton of people across the University. It's a cool subject -- we got an award for a publication.

But apparently people can't figure out that you shouldn't hit "reply to all." As a result, every 5 minutes, I get a 3-word e-mail from someone along the lines of "Nice job, everyone."

I beg you, please, just make it stop!

H1N1 Response at Your U?

2009-10-26T12:02:00.004-04:00

While DW is not a fan of the flu (my bout with it last winter was enough for a while, thank you very much), I have to question if we're all going a bit overboard in our lengths to prevent and slow the spread of swine flu.

When I left work on Friday, I counted something like 8 newly-installed, hand sanitizer dispensers in the hallway on the way out. There was one at every stairwell entrance and exit, and that's just on one floor of one building on campus. This place is starting to look like a hospital or clinic!

I've got to wonder what people visiting this campus think when they see all of this. Does it register? Do the prospective students and their parents incorrectly think, "Yikes, this school must be in an epidemic!" Or are hand sanitizers expected now? Am I stupid for even caring what message our precautions send in a time where the young and healthy are dying?

What are your schools doing during the H1N1 season this year and do you worry it's a bit overboard?

Take Care of the Basics First, People

2009-10-20T11:39:00.004-04:00

I'm involved in a project to help market a new academic program here at our University.

Right now, we're at the point where the text has been approved, we have the mailing lists for the postcards to go out, and are waiting on final design of the postcard and Web site.

I went to a recap meeting this morning ... and come to find out, no one had really communicated to each other about how the college was even going to evaluate and process applications for this special program.

I sincerely appreciate the fact that marketing/communications was one of their first calls, but gee, could we have maybe figured that stuff out before this point?

We're about to send these out to potential students -- the processes should already be in place and established.

I'm in the cart that's before the horse today!

A Different Kind of Think Pink

2009-10-14T14:49:00.004-04:00

You know, DW hears a lot of criticism about designers' work -- someone doesn't like a photo, the font we used, or the fact we didn't put a "hella drop shadow" behind every word.

I can let most of that roll off me and pass it along to the designers in a calm and professional manner. We are in the business of trying to make people happy, while making sure it fits with marketing/advertising principles and the image of our school. I "get" that the clients we work with have opinions.

But yesterday, I got an e-mail from a client -- who I'm sure did not believe this herself -- who had the task of reporting a committee's thoughts on a poster design.

Their thoughts on our 1960s/70s throw-back cartoony poster? The committee feels the male cartoon character on the poster isn't dressed "masculine" enough.

Why? The "problem" I inferred from their comments is that he's wearing a pink jacket. The committee suggested we merely change his coat color to blue or green. Then, apparently, things would be OK. Masculinity preserved.

You know, I'm glad I'm not on that poster. Because with my short hair, I probably don't look "feminine enough." Maybe DW should photoshop her picture on here to have long, flowing locks and a pink shirt -- because pink = feminine.

*sigh*

Diversity is not just skin color. Don't be afraid to have guys wear pink on your posters or women wear a tie. The world is awesome because people don't act, talk, and dress the same all the time.

A Facebook Group Isn't Always the Answer

2009-10-09T12:34:00.003-04:00

So our school is one of several in the region that are participating in a scholarship program to encourage students to take up science careers. Through the program, students receive scholarship money through a state grant if they major in select fields.

As part of this, the program heads have created a Facebook group as a "leaning (sic) community" (yes, that really is how it's written on there) for the students to interact, collaborate, and share online.

But, as of right now, the 20-some students with scholarships are members, but there is no group activity. And the program heads are wondering why it isn't working ...

Think about it -- why would you want to social network with a student from another institution at least an hour away who's in a completely different program of study? The only thing you have in common is a scholarship ... and that's not saying much.

There's no real incentive to talk or share on the group. The students all have different classes, home work assignments, schedules, etc. They can't really gain anything from each other.

This also plays into my theory of numbers when it comes to social networks -- the smaller the potential number of Facebook group or page members, the stronger the tie needs to be that binds them. In this case, the 20-some students would need to share many characteristics or have strong shared interests to make the group float.

The larger the potential number of group or page members, however, fewer and less intense ties are needed. That's why large brand pages work -- there are enough people who like to be very involved and contribute, and the rest of us are just happy showing up as a "member" or "fan" and leaving it as that.

In the end, a Facebook group isn't always the answer or your best bet to get people to collaborate and connect online.

In this case, the people involved fell prey to the "Facebook is big with the kids, let's do a group on there!" mentality, versus considering other options.

Remember to think through the shared connections of potential social network group/page members before you create something -- is there enough to create an active, vibrant community?

(Don't) fear the (little plastic) turtle

2009-10-06T09:17:00.004-04:00

I've had my eye on University of Maryland for a few years because of their creative, slick marketing/pr ideas. There was the 150th celebration, wherein large turtle statues were decorated and spread across the state. And their TV commercial, which featured a roaring turtle for their motto "Fear the Turtle."

And now, they're at it again with a project called "Fear the Turtle '09" which involves tiny plastic turtles hidden all over campus for students to find.

The accompanying Web site features a tiled map of campus, with pieces that flip over when a found turtle's code is entered. Students can win prizes for finding the turtles, such as gift cards, and there's a special "grand daddy" prize yet to be revealed.

As of writing, 344 turtles have been found, with 226 left to go.

Um, come on, students. Find those turtles! It's not like you have class or anything to attend ...

Pre-Game Videos

2009-10-02T12:12:00.002-04:00

If you've attended major basketball or football games at your school, you've probably seen some type of pre-game video on the big video board. Usually, it's meant to pump up the crowd and get them ready for the players to come on the field.

It's been my experience that while we spend a lot of time and effort on the ads for the games, we don't spend as much on the pre-game video. About 2 years ago, we were still using this really hokey spot of a poorly-animated rocket flying around campus. Yeah, it was kind of embarrassing when it rolled before our team came out.

Luckily, I've realized we are not alone in our shame. Behold, this pre-game video for the University of Alaska Nanook hockey team:

(click here if the screen doesn't show up)

I don't even know how you could begin to come up with this concept! It's awesomely bad.

Invite me!

2009-10-01T10:35:00.002-04:00

Yesterday we reviewed some marketing research (both qualitative and quantitative) conducted among parents of high school seniors and college freshmen.

One thing that stood out to me is that among parents, the most valued type of communication was an invitation to attend campus.

Not just a "here's our visit times" postcard -- but some kind of specific invitation to come and visit the university, meet the people and students, and see the facilities.

I think it made them feel special, like someone was singling them out for a special visit opportunity.

Just something important to remember -- and maybe apply -- as you work on getting students to visit your campus this fall.

The campus visit is often what seals the deal -- or un-seals it -- so never underestimate its importance.

Not My Fault

2009-09-25T16:49:00.002-04:00

In the business of graphics, advertising, and Web sites -- it's easy for text to get messed up, links to get broken, or the wrong photo to be placed.

Notice I say these in the third person -- because it's getting so rare to find anyone who owns up to overlooking something or making a mistake. It's like mistakes aren't made by someone, they're born on their own.

I had a few instances this week when a graphic designer clearly had the information the first time, but missed a few years or dates. When I went back and talked to the person, the response I got was, "Oh, you didn't give me those" ... when I had clearly an e-mail record that did.

You know what? I like to work with people who own up and say, "My bad, I missed it." I find that taking ownership can defuse a situation much more than shrugging and claiming ignorance can.

When you admit you're human and messed up, I sympathize -- aren't we all human? But when you claim to be perfect and blameless, well, I just find that a little hard to swallow.

When I encounter this attitude in others, it's a good reminder to me to own up to mistakes and apologize when it is my fault. Admitting you are an imperfect person can be refreshing, and coworkers appreciate it.

At least, this coworker does.

Going Green on Printed Pieces

2009-09-24T14:55:00.005-04:00

Are the backs of your view books getting crowded? The lower corners of your flyers becoming popular places?

If so, you might be among the schools that are putting their environmental do-goodery on their publications.

I received a view book in the mail from a school last week and saw probably the most symbols at one time on the back:

Not only FSC (Forest Stewardship Council) certification, but also 10 percent recycled paper and printed with soy ink! These people have the $$$ to spend on these processes, that's for sure.

So far, due to budgetary reasons (sucks that recycled paper is more expensive), we've mostly stuck with the FSC logo.

But if you're strapped for cash and no printers in your area are FSC certified, you do have other options to go "green" with your publications. An easy one is to make a nifty, custom recycling logo for your school. Here's what we developed (and it's a CASE award winner, too):

( Our colors are blue and gold. Get it?)

See? You can do something similar for your publications to give recycling a little pizazz, without breaking the bank.

Other ideas to be environmentally conscious and actually save money:

Put more things online -- Use the Web whenever possible for invites, ads, and information.
Minimize content -- Take a look at what's really needed in a printed piece. If you can cut out 4 pages, multiply that times 20,000 magazines or view books and you've made quite a difference.
Reduce the amount you order -- Look at how many you dumped or recycled last year (if it's a reorder), and be sure to data scrub your mailing databases before you use them to determine an amount to order. Again, if you can cut your quantities down and still have enough to go around, that means fewer trees and other materials are wasted.

A Social Media Foot in the Door

2009-09-23T13:37:00.003-04:00

I've long considered myself a part-time social media ad vigilante (the Batman of our marketing area, if you will).

Problem is, I have a hard time convincing certain campus groups to do ads on Facebook or MySpace. They're usually skeptical of the number of impressions, or unsure that you really can limit the cost.

Well, one college two weeks ago gave me a chance with ads for a speaker coming tomorrow to our school. We've had awesome exposure and a decent click-through rate. Two weeks' worth of ads and more than 300,000 impressions have cost us only about $50.

What I've noticed now is that the same folks are calling me about other events they're having and need advertisements for at the last minute. It's usually too late for radio or print, but they realize they need to do something to get the word out. In the past 2 days, I've put up two more Facebook ads for the same college, which have taken off. In 24 hours, we already have 60-some click-throughs for one of the ads.

So I guess what I learned -- and what you can learn -- is that it takes a foot inside the door to get people to buy into social media advertising. Once you talk someone into a new kind of ad strategy or medium or a new way of doing something on their Web page; as long as it's successful, it's an easy sell down the road.

Well, We Got Crushed

2009-09-21T15:45:00.004-04:00

Behind the scenes on Saturday, we were ready to go with a home page banner celebrating our defeat of the OSU Buckeyes -- we learned our lesson being caught by surprise with our win last year over the University of Michigan.

Sadly, that Web banner is not going to see the light of day, as the Bucks handily defeated us in Browns Stadium -- we didn't get one point on the board. It was a "home" game for us, but as someone said, the home field advantage doesn't work there -- the home team never wins in Browns stadium! (my in-laws are from Cleveland, so it's OK for me to joke about it)

Yeah, I can't say I didn't see our loss coming, but I was a bit sad, though, to see people overwhelmingly wearing OSU colors, even in sections where all the designated tickets were sold here on our campus.

Check out this photo by Nick Kneer from our student newspaper:

No words are needed to show what our team was up against morale-wise.

Everyone in Ohio is a Buckeyes fan when it comes down to it -- it doesn't matter what it says on your degree or tuition bill or how badly USC beats OSU. Ohioans love their Buckeyes. When they have the choice, they will always choose OSU.

We've Been Kanye-ed!

2009-09-18T09:55:00.002-04:00

Man, seems like no one can get a word in anywhere, not even online, without Kanye popping up. Check out our home page!

Courtesy of the brilliant kanyelicious.us.

Go Rockets!

2009-09-18T08:22:00.003-04:00

Well, tomorrow is the big match-up between our UT Rockets and the OSU Buckeyes.

I know, I know -- we are definitely the underdogs. But, that didn't stop us from beating Michigan last year.

You never know what can happen.

What I do know has happened this week so far has been some awesome pr. We did an OSU gear exchange on Monday -- where people could trade in their OSU apparel for Rockets shirts. We had hundreds of people show up, resulting in a stack of clothes we're taking to charity.

And there's been news stories every day about the team and the fans on campus.

So, I already think we've won, as far as generating pride and attention for our University.

Go Rockets!