HIGHER EDUCATION MARKETING
other hand, will foster deeper relationships between the students and the institution, and help keep your school top of mind with current students and alumni alike.
Blogs—Creating blogs on your website tailored to issues that are important to the student body is a surefire way to promote engagement with the school outside of the classroom. If done correctly, a blog can establish your school’s website as an indispen- sable reference throughout college and beyond, pro- viding your students with a reason to return to your site even after they’ve graduated.
Social Media—Social media has several marketing advantages, but one of the most important is that it provides a direct line between the school and the student, and allows administrators to speak directly to students without an intermediary such as a cam- pus newspaper. A university Twitter feed would enable you to broadcast important news and announcements to your student body instanta- neously, and Twitter’s built-in sharing features would allow your message to propagate quickly and effortlessly in a way that e-mails and SMS can’t match. An active Facebook Page can serve as a hub for students to chat about school events, give feed- back on campus policies, and provide support to their fellow students, while also giving students an opportunity to broadcast their school spirit via Shares and Likes.
Online Advertising—Many of the online advertising methods discussed above can be re-purposed for retention instead of recruitment, helping your school stay fresh in the minds of your alumni. Search engine marketing campaigns can be modified to target key- words relevant to alumni, such as those related to employment and graduate school. Through retar- geting, you can focus a specific set of ads solely on your alumni, delivering messages that are directly relevant for them, like information on sporting events, networking mixers and donation drives.
BUILDING THE ROADMAP As online advertising has become more feature-rich and powerful, it has also grown more complex. The challenge for higher education marketing is deciding on which objec- tives to pursue based on limited resources, and which tools will best help achieve those objectives. For those who are willing to try something new, online advertising and social media can be extremely potent additions to your current marketing mix to increase recruitment, diversify your appli- cation pool, magnify your school’s online presence, encour- age engagement with the school and boost retention.
TC Adel Chickman
HAFEZ ADEL is a Marketing Associate and ADAM CHICKMAN is an Account Execu- tive at ReTargeter LLC, a self-serve adver- tising solution catering to brands of all sizes. Adam can be reached at (415) 956-2401 or
adam@retargeter.com.
leadpeep 2 NOVEMBER/DECEMBER 2011 |
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