The Latest Tech Tools for Reaching Admissions Prospects

Thursday, March 29, at 12 noon, U.S. Eastern Time

Scott Leamon is a senior interactive-media designer at Stamats, an Iowa-based company that advises colleges on marketing issues. He says colleges often turn to Stamats for guidance on keeping up to date on the latest technology that students use while maintaining a professional appearance that students expect.

A transcript of the chat follows.

Liz Farrell (Moderator):
    Hello Everyone- Thank you for joining our brown bag chat on technology in admissions. I would like to welcome our guest expert, Scott Leamon, and thank him for joining us as well.

Scott Leamon:
    Hello all. Thanks for joining us this afternoon. First, I would also like to introduce Fritz McDonald. Fritz is the Creative Director here at Stamats and is exploring new media opportunities. Fritz and I will be answering questions together.

Question from Cindy Valdez, West Suburban College of Nursing:
    Has anyone used email or some other form of technology to send out admission letters? If so, what do you use and how did it work out?

Scott Leamon:
    Several institutions are experimenting with email search - a kind of hybrid between technology and 'old-fashioned' direct mail methods. The advantages are that it lets you target a wider range of students and control the segmentation. The disadvantages are that many prospectives students will opt-out or delete email that appears to be a marketing pitch. They often will not differentiate colleges/universities from run-of-the-mill corporate pitches. It is important to follow current anti-spam and opt-in laws. And doing so, will help improve odds of success. We feel that email marketing of this kind can work through careful planning and strategy.

Question from Marybeth, consultant:
    What are the newest ways to recruit using technology?

Scott Leamon:
    We are seeing a rise in indirect approaches such as incorporating video onto websites. Used as an element in virtual tours, video can convey a strong and immediate impression of the actual life of an institution. In addition, email search programs are becoming popular as well as admissions micro-sites that attempt to build communities similar to what we are seeing in Facebook, etc. The jury is still out on how well this works and how to use it as a marketing and recruiting tool. But any technology that builds relationships with prospective students is worth exploring. However, we need to be mindful of the pitfalls of forging the initial paths.

Question from John O. Beaver, community college:
    Scott and Fritz, We've all heard that having a nicely laid out homepage with easy access to secondary leads [e.g., admissions, financial aid, etc.] attracts new prospective students. What important homepage aspects do you feel are most important to students viewing a college via the internet for the first time? Thanks!

Scott Leamon:
    First a homepage should welcome and guide prospective students. In needs to be inviting and meet prospective students information needs. It should also communicate your brand and why they should seriously consider your institution.

Question from M. Clapp, ed researcher:
    Hi, are there any Web-based strategies that you have found to be particularly useful in attracting distance or out-of-state students?

Scott Leamon:
    Optimizing your site and content for search engine marketing (SEM). Exploring the latest trends with the big two - Google and Yahoo will help. Ultimately, this will improve your ranking and search relevancy.

Question from Marybeth, consultant:
    What about low income students? Do most students have access to the web abd e-mail?

Scott Leamon:
    Many have access to 'fair' technology in their schools... So yes, you can connect with them.

Question from John Bailey, Saint Louis University:
    What tools have you seen used to facilitate an admissions process entirely online? Are these tools more commonly developed in-house, or are there commercial software packages that fit this need?

Scott Leamon:
    The only tools that we are aware of are software packages that monitor the funnel.

Question from Sara & Matt, large public univ:
    Have institutions experimented with asking on their application for student permission to text message them with important info on dates/deadlines/etc?

Scott Leamon:
    Yes, it's a good idea. And from what we have seen it works. But, don't spam them. And don't try to be too 'cool'.

Question from Sarbeth Fleming, Coast Guard Academy:
    Do you know of a school that has effectively used myspace or facebook as a recruiting tool? If so, how did they utilize the tool?

Scott Leamon:
    The jury is still out on how to effectively use Social Networking sites for recruiting. The problem is the communities on these sites have an aversion to marketing.

Editors Note:

I would like to add to Scott's comment to say that there are some colleges that are using Facebook and Myspace informally as a recruiting tool, but more are using it as a virtual meeting place for alumni. Some big state schools have thousands of "friends" added to their sites! While this isn't directly a recruiting tool, it is helpful for prospective students to see that your institution has a strong alumni network. But as a caveat, I would recommend searching these social networking sites for your institution's name -- it's very likely that an alum or student has already created a page in your college's name, and it can be hard for prospective students to differentiate between what is officially endorsed by a college and what students have informally created!

Question from Bob & Jacqui, 4-year private college:
    What tips or advice do you have regarding the best usage of blogs in communicating with prospective students?

Scott Leamon:
    Blogs have to be organic. In other words, they have to be honest because they are a community based tool. If you can be honest and open, a blog just might be good for you. But this is very hard to do given the nature of most institutions and the need to balance institutional integrity with openness.

Question from Erin, small liberal arts college:
    What are your thoughts on the role of text messages in college admissions?

Scott Leamon:
    Only if you have gained permission. Do remember, the kids have to pay for these. Use them only as a friendly reminder tool and not an intrusive pitch.

Question from Dana, Lehigh:
    I'm wondering about the effectiveness of paper marketing (e.g. letters/flyers/shiny brochures) vs. electronic marketing (e.g. website, emails, portals). Has your company done any studies or do you know of any research that centers around this topic?

Scott Leamon:
    We have not done any research on this, so we cannot give you hard numbers. However, our experience and observations in the field tell us that paper and print formats are still highly effective. Obviously, you need to integrate print with the web. But old-fashioned paper is still a great way to target audiences.

Question from Jason Pontius, White Whale Web Services:
    We've found that there's a really fundamental tension underlying admissions offices' attempts to integrate blogs, student profiles, and other social-networking-style tools into their sites. On the one hand, prospective students find authentic first-person narratives extremely compelling; on the other, university administration tends to want a high degree of moderation, as even the mention of a cup of beer can cause panic in the dean's office. Any ideas about how to walk the line between giving students an authentic voice while maintaining some control?

Scott Leamon:
    Walking that line is different for every institution. It's hard to develop a standard policy that fits everyone - defining the line depends on each institution's particular values and character.

Question from Victoria, large state university:
    We are considering using text messaging to alert students (once they have opted in) to approaching application and financial aid deadlines. I'd appreciate your thoughts on this technology.

Scott Leamon:
    Yes, that is good. IF you have permission and do not abuse the invite.

Question from Dorinda Harmon, College of Charleston:
    What media and at what point in the process is best to send factual information to applicants, such as how to access their college email where important information such as financial aid offers are sent? What is the best method for getting the applicant to actually read your emails?

Scott Leamon:
    Once you have developed a relationship with them, which is shortly after you've established initial contact... in other words, not quite at the mid-point of your funnel. Ironically, the best way to get them to read your emails is to send them an invitation through 'snail-mail'.

Question from s.m., trendwatcher:
    Have teenagers traded email for IM and SMS? If so, should email still be part of our recruitment communications strategy?

Scott Leamon:
    They all have their place. Their role in a tween/teen/young adult's life changes as they grow older. SMS is hot right now with tweens and teens, less so with 17 & 18 year olds. IM starts as a central technological focus of tweens; as they 'grow-up' and become mobile it becomes more of a tool of convenience and not part of their 'self-network'.

Question from Hope Bickmeier, University of Alaska Fairbanks:
    What do you think about podcasts?

Scott Leamon:
    Great for academics (e.g. - archiving lectures, events, speeches, etc) ... pointless in marketing unless you can develop relevant content. Remember, kids like music on their iPods.

Question from Marybeth, consultant:
    What mistakes do you think institutions are making when using technology to recruit students?

Scott Leamon:
    Failing to consider all their communications options and not balancing print with technology... in other words, sacrificing one for the other. Also, we don't think CD/DVDs are worth while.

Comment from Hope Bickmeier, University of Alaska Fairbanks:
    We starting using email as one of our primary recruitment strategy this year. We currently use a company called TargetX. The beauty of the system is that we know which students have interacted with the email and to what degree. We can then have a recruiter follow-up with those students by phone. It has dramatically limited the number of "cold calls" we need to make.

Question from Rob Springall, U of Central Florida:
    Any thoughts on Twitter? Fad or permanent addition to social networking on top of MySpace, etc?

Scott Leamon:
    Eh, so far it smells like a trend. And of course, has yet to stand the test of time (with in the web world is like, 2 minutes, yes?). What i see is lack of substance, which will limit it's longevity. I simply do not know, and wish i had the crystal ball/predictor.

Question from Sara & Matt, large public univ:
    Is there any data out there on whether students pay attention to what institutions post?

Scott Leamon:
    Not that we are aware of.

Question from Eric Staab, Kalamazoo College:
    In looking at your response to the first question, I'm wondering if you think email has lost its effectiveness in communicating with prospective students.

Scott Leamon:
    Not at all. However, it is wise to monitor the results and adapt quickly. And remember to be engaging! Give them something to interact with, don't sell !

Question from anawa, 2nd tier:
    Should we be on YouTube?

Scott Leamon:
    MOST CERTAINLY !! What you gain by being on YouTube is THE largest FREE (essentially) audience. Right now, YouTube is going through growing pains AND an identity crisis. Is it for personal videos, archives, silly-stuff, marketing? ... OR is it possibly the largest media distribution channel of the future. However, there is more to be on YouTube, but what do you post? How do you connect it back to your sight and/or other recruiting tools.

Question from Marybeth, consultant:
    Do any schools use the type of "live discussion" we are having now, with prospective students - something like "ask the film professor"? Any potential drawbacks?

Scott Leamon:
    Not that we are aware of. Faculty and staff are busy folks! And difficult to coordinate. However, admission counselors are using similar technology and IM for Q&A. And yes, this has been very effective.

Question from Ellen, parent and professor:
    I think it is important to realize that during the admissions process parents are a factor as well. Bryn Mawr allows parents to sign up for a regular email with "tips for parents". Are there other tech marketing approaches that can target parents that would prove effective?

Scott Leamon:
    Good question. I cannot think of specifics. But simply be mindful of adult internet trends and the way they 'consume' technology. Remember, they are more suspect than their kids, and use the web in an entirely different way. Simply, cater to their needs !

Comment from Chris, TranSend ED:
    We are currently working with colleges and universities in providing a mobile channel that can be integrated with marketing and communication campaigns. Response rates range between 15%-30%. Colleges are using the tool to figure out whether an applicants plans to complete their application or deactivate it all together.

Question from Beth & Scott, Univ of Michigan:
    In your estimation, what is the latest thought about the most effective way to communication admissions decision? There seems to be a trend toward the use of video admissions as a way to excite students about being admitted. Do you think these new announcement methods are more effective than mailing out letters?

Scott Leamon:
    More effective? No. Equally effective? Yes. People still like to receive REAL mail. Plus, you are guaranteed more of the person's attention. There is no delete key on a direct mail piece.

Question from Kristin R. Kasting, large university:
    How effective have you found chat rooms, especially in comparison to IM?

Scott Leamon:
    Not so effective. It requires too much 'baby-sitting'. It is more of a potential liability than a benefit.

Question from Lee Cook, Montana State University:
    Who do you see as some of the best practice institutions for integrating technology and admissions and why?

Scott Leamon:
    Generally, the schools doing the best are the ones not simply 'reacting' to new technology, but educating themselves in it. It's not enough to only have a consultant tell you what is cool, new and shiny... you need to find out for yourself. Also, it is important to look above it all. At bigger factors at play (e.g. - social relevancy). Just because ALL the kids are using it, doesn't automatically deem it a viable marketing tool. I predict that a lot of today's current trends may simply morph into ways we communicate holistically. We'll no longer speak of dispirit communication mediums like IM, blogs, vlogs, emails, phone calls, etc. It will get simpler. :-) There are several institutions doing it right, and it may not be fair to name them.

Liz Farrell (Moderator):
    Thanks to everyone who participated in this chat- we had so many interesting questions from readers, and I hope you all found it helpful! A special thanks to Scott Leamon for lending his time and expertise to this chat.

Scott Leamon:
     Thank you all! This has been an invigorating discussion! Please, don't hesitate to contact either of us directly if you would like to further any discussions. fritz.mcdonald@stamats.com and scott.leamon@stamats.com Again, thank you.