10 Digital Strategy Resolutions Higher Ed Marketers Must Keep - Boston Interactive
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Transcript of 10 Digital Strategy Resolutions Higher Ed Marketers Must Keep - Boston Interactive
Prospective Student Current Student AlumnI
Technology
Human Resources
President / VPs Admissions (Graduate / Undergraduate)
AthleticsLibrary Student Life
Marketing Communications
Student Services (Registrar / Financial Services)
Institutional Advancement Provost/ School Deans
Higher Education Institution stakeholders
Technology
Human Resources
President / VPs Admissions (Graduate / Undergraduate)
AthleticsLibrary Student Life
Marketing Communications
Student Services (Registrar / Financial Services)
Institutional Advancement Provost/ School Deans
Don’t talk solutions…
Technology
Human Resources
President / VPs Admissions (Graduate / Undergraduate)
AthleticsLibrary Student Life
Marketing Communications
Student Services (Registrar / Financial Services)
Institutional Advancement Provost/ School Deans
Let’s implement the mobile version.
We need a mobile app!
Let’s build a Google+ page!
Let’s use chat!
Don’t talk solutions…
Technology
Human Resources
President / VPs Admissions (Graduate / Undergraduate)
AthleticsLibrary Student Life
Marketing Communications
Student Services (Registrar / Financial Services)
Institutional Advancement Provost/ School Deans
…talk business goals.
Technology
Human Resources
President / VPs Admissions (Graduate / Undergraduate)
AthleticsLibrary Student Life
Marketing Communications
Student Services (Registrar / Financial Services)
Institutional Advancement
Build a fan base & participation!
Increase International Applications!
Provost/ School Deans
Increase Academic
Reputation!
Streamline housing selection
process!
…talk business goals.
Admissions
Institutional Advancement
Athletics Student Life
Student Services
Library
Human Resources
Provost/ School Deans
Technology
Marketing Communications
STEERING COMMITTEE
Steering Committee
Current Student
Prospective Student
Faculty / Staff
Influencers (Parents)
Donors
Alumni
Higher Education Audiences
Persona - Prospective Undergraduate student
Jeffrey Gibbs, High School Senior
o From MA, middle class, with working parents
o First-generation college attendees
o On top of technology, wants everything on the web
o Very focused, knows program he is interested in
o Has had internship experience in his program of interest
Profile Information:
Persona - Prospective Undergraduate student
Jeffrey Gibbs, High School Senior
o From MA, middle class, with working parents
o First-generation college attendees
o On top of technology, wants everything on the web
o Very focused, knows program he is interested in
o Has had internship experience in his program of interest
Profile Information:
User Goals:
o Find program of interest and review application requirements
o Find statistics about grad rates, scores, etc.
o Find cost/tuition information
o Find admissions calendar for upcoming events and important dates
Persona - Prospective Undergraduate student
Jeffrey Gibbs, High School Senior
o From MA, middle class, with working parents
o First-generation college attendees
o On top of technology, wants everything on the web
o Very focused, knows program he is interested in
o Has had internship experience in his program of interest
Profile Information:
User Goals:
o Find program of interest and review application requirements
o Find statistics about grad rates, scores, etc.
o Find cost/tuition information
o Find admissions calendar for upcoming events and important dates
Key Actions:
o Apply to Program
o Attend an Admission Event
o Visit Campus
I am interested in health care.
Which program is right for me?
Use Cases
Analytics Dashboard
Prospective Student
Alumni
Key Performance Indicators
Prospective Student
Alumni
Key Performance Indicators
# of inquiries from Program detail # of downloads of your “Financial Aid Kit” # of calls/inquiries
Business Goal: Increase Qualified Applicants
Prospective Student
Alumni
Key Performance Indicators
# of inquiries from Program detail # of downloads of your “Financial Aid Kit” # of calls/inquiries
Business Goal: Increase Qualified Applicants
# of volunteer opportunity inquiries # of alum who post jobs # of event registrations
Business Goal: Increase Alumni Engagement
Goal Tracking
Simplicity
PrioritizeOrganizeReduce
Types of Content through the journey
Prospective Student Current Student Alumni
Prospective Student Current Student Alumni
Types of Content through the journey
Prospective Student Current Student Alumni
Types of Content through the journey
Prospective Student Current Student Alumni
Types of Content through the journey
Prospective Student Current Student Alumni
Types of Content through the journey
Prospective Student Current Student Alumni
Types of Content through the journey
Types of Content through the journey
Prospective Student Current Student Alumni
Be More Technically Savvy
Be More Technically Savvy
Be More Technically Savvy
Be More Technically Savvy
Be More Technically Savvy
Be More Technically Savvy
Be More Technically Savvy
Be More Technically Savvy
Power of mobile
Responsive Web Design
Mobile App
SEO Stats
On-Page SEO
o Content on the page o Age of the domain o Links coming into the page o User engagement o Website performance
What Remains consistent
SEO Best Practices
On-Page SEO
o URLs o Title Tags o H1s o H2s o Cross-Linking Throughout Your Site o Alt Tags for Images/Videos o XML Sitemaps o Video Sitemaps
SEO Best Practices
Off-Page SEO
o Blogs o Videos o Infographics o Podcasts o White Papers o eBooks o Social Networks
On-Page SEO
o URLs o Title Tags o H1s o H2s o Cross-Linking Throughout Your Site o Alt Tags for Images/Videos o XML Sitemaps o Video Sitemaps
Search Engine optimization
o No meta data descriptions o Short title tags o Google attempts to “cobble” together a description based
on textual content
the problem
Search Engine optimization
o Following Google Webmaster best practices
o Full name improves search performance
o Incorporating calls to action to encourage users to click through
The solution
Calls to action
Unlocking the content
Unlocking the content
