CONTENTS | FEATURES
MARKETING SPOTLIGHT
10 TAKE THE LEAP TO HIGHER ED MARKETING 3.0
TC
Marketing guru Philip Kotler’s newest consumer theory is interpreted for the higher education space. Marketing 3.0 v. HE demands that colleges also empower graduating students with resiliency for the rest of their lives.
by Tom Robinson
16 MARKETING IN THE NEW REGULATORY REALITY
New regulations governing incentive compensation, misrepresentation and net cost calculations tie one arm behind an enrollment manager’s back. Some new technologies may help.
by Tom Robinson 20 THE ZERO MOMENT OF TRUTH
Marketers around the globe are buzzing about a new concept: the Zero Moment of Truth. Ignited by a new e-book, Winning the Zero Moment of Truth by Google’s Jim Lecinski, ZMOT introduces an evolution of the traditional marketing model, and it challenges college marketers to adapt accordingly.
by Jen Howard
22 FILTERING THE SIGNAL FROM THE NOISE
The majority of recruitment efforts are outbound only, and do little to capture students’ attention. For those who are willing to try something new, retargeting can be an extremely potent addition to your current marketing mix
by Hafez Adel and Adam Chickman 25 Q & A WITH ED CLOUGHERTY
The Chief Retention Officer at Copley Retention Systems explains the impact of private social networks on student retention.
28 IMPROVING CAREER SERVICES’ VALUE PROPOSITION
The Department of Education’s Gainful Employment regulations mandate that colleges help graduates not only find jobs, but the right jobs at the right pay. A new vision of Career Services meets compliance; better yet, it enhances the value proposition.
by Justin McMorrow
31 GLOBAL CAREER ADVICE— AN ESSENTIAL SERVICE
Gainful Employment isn’t limited to our shores. by Stacie Berdan
NOVEMBER/DECEMBER 2011
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