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Future trends in Higher Education Marketing ©Robert E. Johnson, Ph.D. 2014

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Future trends in Higher Education Marketing ©Robert E. Johnson, Ph.D. 2014 Building a Strategic Recruitment Communications Plan Academic Impressions Orange County, CA June 25-27, 2014 Bob Johnson Consulting, LLC 1


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Will marketing like this disappear? http://monstersuniversity.com/edu/ Bob Johnson Consulting, LLC 2


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What’s likely to change… Bob Johnson Consulting, LLC 3


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“Big Data”… We will actually learn to use it. Especially in “search” activities. Shrink the scope of “outbound marketing.” Bob Johnson Consulting, LLC 4


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Inbound marketing… SEO, blogs, social media and more. Fewer, more interested prospects. Still a need to connect and convert. Bob Johnson Consulting, LLC 5


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Personal Video stories… Realistic student story telling replaces PR and “marketing speak” content. Bob Johnson Consulting, LLC 6


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Adoption of CRM Software… A major area for financial investment. A bigger area for staff training. Best with a “direct marketing” mind set. Will increase enrollment conversion. Bob Johnson Consulting, LLC 7


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Mobile Apps… Sophisticated marketing programs will continue to build specialized apps for an optimum online experience. Bob Johnson Consulting, LLC 8


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Specialization… “Department store” universities will shrink. It is easier to market a specialization than a commodity. Bob Johnson Consulting, LLC 9


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What’s likely to stay the same… Bob Johnson Consulting, LLC 10


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Personal contact… Selling an expensive product benefits from personal contact via telephone, email, text and in-person meetings. Bob Johnson Consulting, LLC 11


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Can’t predict… Bob Johnson Consulting, LLC 12


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Marketing as Promotion only… Can anyone drive this away? “Academic excellence” & “Caring faculty” We can only hope. Bob Johnson Consulting, LLC 13


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Branding campaigns… More than just glitter w/o resources? Be what you are and what people know you are. Be patient. Bob Johnson Consulting, LLC 14


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Strategy of Shrinkage… Will residential liberal arts colleges adopt a strategy of “smaller is better” as did St. Michael’s College (VT)? Bob Johnson Consulting, LLC 15


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Tuition discounting… Will it end or shrink in private sector? Will it spread even more in the public sector? Bob Johnson Consulting, LLC 16


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resources to explore… Bob Johnson Consulting, LLC 17


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Change in 10 years… http://www.evolllution.com/opinions/ways-higher-education-marketing-change-10-years/ Bob Johnson Consulting, LLC 18


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Digital and social media trends… http://thefutureindex.wordpress.com/2013/10/29/7-digital-social-trends-for-higher-education-marketing/ Bob Johnson Consulting, LLC 19


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Inbound marketing w/ HubSpot… http://www.hubspot.com/inbound-marketing Bob Johnson Consulting, LLC 20


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Marketing automation… http://www.hubspot.com/marketing-automation-information Bob Johnson Consulting, LLC 21


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How much will programs shrink? http://collegeof2020.com/ (21 April 2014) Bob Johnson Consulting, LLC 22


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Thank You! Bob Johnson, Ph.D. (248.766.6425) bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC 23


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