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Hot Solutions If you missed any of Kathi's presentations at any of the conferences and would like a copy, please click on the corresponding title of the presentation or e-mail us at info@claruscorporation.com. 2011 NCMPR District 1 Conference in Baltimore, MD: Data-Driven Marketing: Maximize Your Return On Investment Today, budget cutting is the norm rather than the exception. Administration's expectation of marketing is to continue to do more with less, justify all marketing spent, prove results, and still communicate effectively. This session examined the data-driven metrics you should be using to measure your return on marketing investment (ROMI).
96% Of Students Would Recommend Attending Bucks County Community College: Using Market Research To Define An Advertising Campaign with Marta Kaufmann from Bucks County Community College This session explored how marketing directors can utilize marketing research on student outcomes to develop a solid and creative advertising campaign. Student outcomes are not only becoming the national "buzz" but the federal government and many states are mandating that community colleges measure and document outcomes. Many community colleges are conducting research on "student outcomes." This presentation explored how marketing directors can utilize research on student outcomes and turn that "boring" research into a creative advertising campaign for the College. This presentation used Bucks County Community College as a case study. Participants learned how marketing worked closely with the college's institutional research and research company to define questions in the study that would provide them the basis for a creative advertising campaign. They also learned how to utilize the research studies in their colleges to develop new and innovative communication strategies and marketing messages.
NCMPR District 7 Conference in Tacoma, WA: Marketing the Marketing Department: Running A Lean, Mean Marketing Department Increasing student populations and shrinking community college budgets are reducing the resources available to marketing directors, but the demands on marketing directors are continuing to increase. Community college marketers are finding themselves caught in a vicious cycle between demands for producing measurable results, their ability to deliver those results, and reductions in resources to accomplish those results. The real issue facing today's community college marketing director is how to stay ahead in spite of tightening marketing budgets. This session explored strategies and tactics that are being used by marketers in community colleges to do more with less. Participants heard how colleagues view the future of marketing and how they have identified immediate cost savings in their budgets and ways they have been leveraging an already lean budget.
NCMPR District 2 Conference in Atlanta, GA: Using Market Research To Position Your College In An Increasingly Competitive Environment! with Starnell Bates And Todd Gavin from Midlands Technical College (SC) This session explored how and when to conduct a comprehensive market-based research project and then utilize the findings to impact branding, marketing, recruiting, and retention at your college. The higher education climate in the Columbia, SC, area has changed over the past ten years due to changing economic factors, emerging trends in social media, increased competition from proprietary colleges, and the College's move toward sustainability. Midlands Technical College needed to conduct a comprehensive market-based research project in order to better brand, recruit, market to, communicate with, and retain students. This presentation focused on: 1) Utilizing your internal data to prioritize target markets at your college and establishing benchmarks to measure your marketing successes and outcomes; 2) How to make the hard decisions about how to conduct research with underrepresented students and prioritizing the research needs at your college; 3) Implementing the results of the market assessment into the fabric of your college and creating buy-in to the changes that have to be made to adequately compete in an increasingly competitive market; 4) How to work with outside consultants to conduct the research to maximize your return on investment
NCMPR District 4 Conference in Dallas, TX: Today, Lowering Marketing Costs And Increasing Personalization: A Technological Revolution This presentation explored how community colleges are using new technological tools to save money, yet provide more personalization for today's community college potential student and current student. Today's potential community college students are technologically savvy and are increasingly using mobile technology (data and communications) to connect with potential colleges. This session presented new technologies that are allowing colleges to more closely connect with potential students and current students through integrated technology and mobile communications - specifically how colleges are using electronic brochures to save money, creating iApps to stay connected with students, and developing mobile web sites. The pros and cons for each of these technologies were discussed - alerting the audience to the internal and external pitfalls and benefits of implementing these tools. Participants were engaged in a discussion of using these technologies and others at their colleges.
NCMPR District 5 Conference in Omaha, NE: Today, Lowering Marketing Costs And Increasing Personalization: A Technological Revolution This presentation explored how community colleges are using new technological tools to save money, yet provide more personalization for today's community college potential student and current student. Today's potential community college students are technologically savvy and are increasingly using mobile technology (data and communications) to connect with potential colleges. This session presented new technologies that are allowing colleges to more closely connect with potential students and current students through integrated technology and mobile communications - specifically how colleges are using electronic brochures to save money, creating iApps to stay connected with students, and developing mobile web sites. The pros and cons for each of these technologies was discussed by a panel of seasoned pros - alerting the audience to the internal and external pitfalls and benefits of implementing these tools. Participants were engaged in a discussion of using these technologies and others at their colleges.
CCPRO Conference in Universal City, CA: A
Technological Revolution: Lowering Marketing Costs And
Increasing Personalization with
Stephan Gunsaulus from Cuesta College (CA)
AACC Conference in New Orleans, LA: Explore
Mobile Marketing (iApps, Mobile Web, eBrochures) with
Chair Academy Conference in Dallas, TX: One Year and Gone! Stop the Loss By Improving Your Retention Rate National funding sources for community colleges are placing an increased emphasis on success and retention, issues which continue to present major challenges for community colleges. Since no two community college students are alike, a one-size-fits-all retention plan will not work. But by understanding the needs of your market segments, a successful retention plan can be crafted. Participants utilized this session to jump-start their retention plan – a plan that will lead you to success.
NCMPR Conference in Philadelphia, PA: Trends In Internet Marketing with Janet Thompson from Raritan Valley Community College (NJ), Stephan Gunsaulus from Cuesta College (CA), and Kris Henk from Community College of Philadelphia (PA) In the past, marketing expected consumers to passively accept marketing messages – you advertise and the consumers attend to it (or not). Today, you have to engage your consumers. This roundtable explored the trends in Internet marketing – or how you can continue to engage your consumers and how to use the medium in new and interesting ways. Some of the trends explored included Mobile eCommerce, Web TV, Pay-Per-Click Video Ads, Transparency Marketing, Mobile Social Networking, Voice and Large Print Interfaces, Video Phone Calls Over The Internet, and others.
2010 NCMPR District 2 Conference in Miami, FL: Using Mobile Handheld Devices In Your Marketing Plan Cell phone use has grown exponentially in the last decade. This session explored the use of mobile technology (data and communications) by age, ethnicity, and user type. Strategies were explored for using mobile technology to reach today's markets. The results of recent surveys of current students regarding their use of mobile technology and mobile web sites were presented. Participants were engaged in a discussion of using mobile technology at their colleges.
NCMPR District 1 Conference in Providence, RI: Using Mobile Handheld Devices In Your Marketing Plan Cell phone use has grown exponentially in the last decade. This session explored the use of mobile technology (data and communications) by age, ethnicity, and user type. Strategies were explored for using mobile technology to reach today's markets. The results of recent surveys of current students regarding their use of mobile technology and mobile web sites were presented. Participants were engaged in a discussion of using mobile technology at their colleges.
Lowering Marketing Costs and Increasing Personalization: A Technological Revolution! Today's potential community college students are technologically savvy and are increasingly using mobile technology (data and communications). This session presented new technologies that are allowing colleges to more closely connect with potential and current students through integrated technology and mobile communications - specifically how colleges are using electronic brochures to save money and creating iApps to stay connected with students. The pros and cons for each of these technologies were discussed.
NCMPR District 3 Conference in Indianapolis, IN: Defining High School Market Segments: First Choice, Back-Up, Maybe If, and No Way Today, many community colleges are filled to the brim with students - but will it last? Nationally, the major increase in enrollments in the community college market has been a result of more high school students choosing to attend their local community college. But with national population forecasts indicating a decline in the number of high school graduates over the next decade, will your community college be able to maintain your current market share among those high school students? This presentation explored the characteristics of the four primary market segments in the high school market:
Participants learned how to reach each of these segments with new and innovative marketing strategies and understand the marketing messages and media that will most effectively win them over to your college!
NCMPR District 4 Conference in Denver, CO: Using Mobile Handheld Devices In Your Marketing Plan Cell phone use has grown exponentially in the last decade. This session explored the use of mobile technology (data and communications) by age, ethnicity, and user type. Strategies were explored for using mobile technology to reach today's markets. The results of recent surveys of current students regarding their use of mobile technology and mobile web sites were presented. Participants were engaged in a discussion of using mobile technology at their colleges.
NCMPR District 5 Conference in Kansas City, MO: Using Mobile Handheld Devices In Your Marketing Plan Cell phone use has grown exponentially in the last decade. This session explored the use of mobile technology (data and communications) by age, ethnicity, and user type. Strategies were explored for using mobile technology to reach today's markets. The results of recent surveys of current students regarding their use of mobile technology and mobile web sites were presented. Participants were engaged in a discussion of using mobile technology at their colleges.
NCMPR District 6 Conference in Las Vegas, NV: Latinos Online and Offline: Understanding Your Latino Markets! For many community colleges, the Hispanic/ Latino market is the fastest growing population segment in their markets. How can colleges most effectively reach this market with Internet, mobile media, and traditional media? This session explored Hispanics online, how they use the Internet and mobile media, as well as Hispanics offline, and how best to use media to reach the markets. National survey results were used to explore Hispanics online and offline, as well as a case study of successful retention of Hispanics at Mt. San Antonio.
AACC National Conference in Seattle, WA: The Use And Needs Of Technology Among Community College Students: Exploring Mobile Technology Undergraduate students have been described as "digital natives," immersed in technology of some form. Yet many community colleges indicate that there are student populations that do not use or do not have access to various types of technology. Thus, two questions are important to community colleges in terms of matching technology expenditures and capacity with student desires and needs: What information technologies do community college students use? and What type of hardware/ software/ information technology infrastructure is needed to meet the needs of community college students?
NCMPR National Conference in Albuquerque, NM: Using
Examined the use of mobile technology by age, ethnicity, and user type and explored how community colleges can use this technology to reach today's community college students
Latinos
Online And Offline: Understanding Latino Markets with
For
many community colleges, the Hispanic/ Latino market is the
fastest-growing population segment in their markets. How can
colleges most effectively reach this market with internet,
mobile media, and traditional media? This session explored
Hispanics online – how they use the internet and mobile media
– as well as Hispanics offline and how best to use media to
reach these markets. National survey results were used to
explore Hispanics online and offline, and a case study was
presented of successful retention of Hispanics at Mt. San
Antonio College, a predominantly Hispanic-serving institution in
2009 NCMPR District 1 Conference in Atlantic City, NJ: How To Raise A Brand You Want To Keep! As
marketers, we are the proud parents of our brand. As a newborn
baby and in its infancy, the most important thing you can do as
a brand parent is stick to the basics: nurture it, feed it and
show it off to every one. As a toddler, it is your
responsibility to teach your child to grow into a brand you can
be proud of. You teach it to walk and guide the development of
its personality. As your brand matures, it is imperative that
you stay attentive to its needs, cultivate the growth of your
brand, shape its personality by adding layers of depth,
breathing new life into it and taking it to the next level. If
you don't raise your brand properly, all too soon and much like
a child, it will be stealing the keys to the car, going on
joyrides with its friends and staying out past curfew. However,
if you raise your brand right, it will make a proud marketing
parent out of you.
NCMPR District 3 Conference in Madison, WI: eMarketing: Hype Or The Reality Of Marketing For The Future? Today’s community college students are more computer savvy than ever before but our colleges’ marketing endeavors are still rooted in typical media more likely to attract Baby Boomers. This session focused on the new trends and tools in electronic communication to increase enrollments.
AACC Conference in Phoenix, AZ: Efficient Class Scheduling: An Oxymoron? Is
a truly efficient class schedule possible? Can you easily
identify when you are offering too many sections of a course,
thus reducing overall efficiency and increasing cost? Can your
students complete their degrees within a reasonable time frame?
Would you like to produce a more accurate class schedule in less
than half the time it takes now? Participants learned how
The Use Of Technology By Community College Students Undergraduate students have been described as "digital natives," immersed in technology of some form. Studies on the use of technology have grouped students from two- and four-year institutions. Thus, the question remains — Do community college students use technology in the same ways as university students?
NCMPR Conference in Kansas City, MO: Branding Your College In Today's Electronic World: Inexpensive and Fun! Today’s college students are using the Internet and colleges’ web sites with increasing frequency to gain information about what college to attend. Attendees learned how today’s college students are using the Internet in their daily lives and how they are using college web sites. This session explored how colleges can not only utilize their own college’s web sites better to market to potential students, but also focused on how the colleges can use other sites on the Internet to expand their reach and frequency for their brand. This session provided examples of how colleges can use social networking sites like Facebook and MySpace, sites like YouTube and other opportunities on the Internet to market their college for only pennies. Chair Conference in Nashville, TN: eMarketing: Hype Or The Reality Of Marketing For The Future? Today’s community college students are getting younger and more computer savvy than ever before – many of our students do not remember the world without computers and Internet access. However, our colleges’ marketing endeavors are still rooted in typical media more likely to attract Baby Boomers. Attendees learned how to effectively market to Gen Y and Gen X and continue enrollment increases. This session focused on the new trends in electronic communication which will provide increases in college enrollments – MySpace, YouTube, blogs, viral marketing and more
ACCCA Conference in San Diego, CA: Scheduling Classes For Today's Students: Unique Scheduling Options With economic pressures impacting students’ abilities to attend classes, colleges are being pressured to develop new options for scheduling classes. This session will present unique class scheduling options from other community colleges across the country that have helped alleviate the scheduling crisis for students and a case study which will focus on how to gain consensus from internal stakeholders when changing scheduling of classes.
2008 NCMPR District 1 Conference in Saratoga Springs, NY: eMarketing: Hype or the Reality of Marketing for the Future? Today’s community college students are getting younger and more computer savvy than ever before – many, in fact, do not remember the world without computers and Internet access. However, most two-year colleges’ marketing endeavors are still rooted in typical media more likely to attract Baby Boomers. This session focused on the new trends in electronic communication that will effectively reach Gen Y and Gen X and provide increases in college enrollments.
NCMPR District 4 Conference in Jackson Hole, WY: eMarketing: Hype or the Reality of Marketing for the Future? Today’s community college students are getting younger and more computer savvy than ever before – many, in fact, do not remember the world without computers and Internet access. However, most two-year colleges’ marketing endeavors are still rooted in typical media more likely to attract Baby Boomers. This session focused on the new trends in electronic communication that will effectively reach Gen Y and Gen X and provide increases in college enrollments.
NCMPR District 6 Conference in Sedona, AZ: eMarketing: Hype or the Reality of Marketing for the Future? Today’s community college students are getting younger and more computer savvy than ever before – many, in fact, do not remember the world without computers and Internet access. However, most two-year colleges’ marketing endeavors are still rooted in typical media more likely to attract Baby Boomers. This session focused on the new trends in electronic communication that will effectively reach Gen Y and Gen X and provide increases in college enrollments.
NCMPR District 5 Conference in Duluth, MN: eMarketing: Hype or the Reality of Marketing for the Future? Today’s community college students are getting younger and more computer savvy than ever before – many, in fact, do not remember the world without computers and Internet access. However, most two-year colleges’ marketing endeavors are still rooted in typical media more likely to attract Baby Boomers. This session focused on the new trends in electronic communication that will effectively reach Gen Y and Gen X and provide increases in college enrollments.
AACC Conference in Philadelphia, PA: As
technology impacts the ways community colleges market to today’s
students, what do the leaders of your college need to expect from
marketing? This session provided college leaders with the
questions they should be asking their marketing staff to make sure
that they are “making it happen!” How
can today’s community colleges maintain enrollments while
facing declining demographics? By doing a better job of
retaining their current students. This session focused on proven
retention techniques for various demographic groups and provided
a case study of a highly successful program that has retained
male Hispanic students successfully. Today’s
community colleges are major partners in supporting their
state’s economic development plans by developing academic
programs to support industries targeted for growth.
Participants learned how community colleges can develop a fast
“response team” to define employer needs by industry and
then develop programming to meet those needs – quickly and
with state support.
Chair Academy Conference in Denver, CO: An
Enrollment High: Marketing To Today’s
Working Adults (Understanding Generation X)
Over
the last few years, working adult enrollments at community
colleges have seen double digit declines. In this session,
participants met Generation
X – today’s working adult
– and learned how to market their
academic programs to this cynical group!
NCMPR Conference in Savannah, GA: eMarketing: Hype or the Reality of Marketing for the Future? Today’s community college students are getting younger and more computer savvy than ever before – many, in fact, do not remember the world without computers and Internet access. However, most two-year colleges’ marketing endeavors are still rooted in typical media more likely to attract Baby Boomers. This session focused on the new trends in electronic communication that will effectively reach Gen Y and Gen X and provide increases in college enrollments.
Using MySpace as a Tool in Your Marketing Mix for the pre-conference intensive for the NCMPR Conference. MySpace, a controversial social networking phenomenon, can be a powerful marketing tool to connect with the high school market. This presentation familiarized marketing directors with MySpace as a marketing tool and showed how some colleges are using it to reach the 16- to 24-year old demographic. It also showed how to set up tracking mechanisms to measure the return on dollars spent on MySpace advertising and activities. (Note: To obtain this handout, please contact CLARUS directly at info@claruscorporation.com or call us at 308.762.2565 Ext. 104.)
ACCCA Conference in Costa Mesa, CA: Stay On The Wave: What Chancellors And Presidents Need To Expect From Marketing Today As the key leader in your organization, your staff looks to you to provide direction to stay on the “top of the wave” – especially when marketing your institution. But with the ever-changing technology needed to reach your markets, how do you provide direction for staff? This session provided college leaders with the questions they should be asking their marketing staff to make sure that they are “riding the marketing wave!”
GIS mapping, as referenced in the presentation: http://www.esri.com/data/community_data/community-tapestry/index.html
2007 Please note: For presentations prior to the current year, please e-mail us at info@claruscorporation.com to request handouts from the presentation. AACC Conference in Tampa, FL: Boosting Enrollment By Increasing Student Retention: Practical Ways To Keep New Recruits and Reaching Untapped Markets Through Electronic Communications NCMPR Conference in San Diego, CA: The Politics Of Branding: Navigating Political Waters Or How To Win Friends And Influence People What
do getting a bill enacted into law and implementing a branding
campaign have in common? Both involve knowing how to navigate
the tricky political waters of getting the buy-in of all
stakeholders and reaching consensus. This presentation
demonstrated that the most difficult part of branding is not
plan development or implementation, but getting this critical
institutional buy-in from the board to the custodians. Without
the agreement and approval of all stakeholders, even your best
branding plan, containing the most detailed research, will
likely never see the light of day. Almost all marketing
departments in the educational arena start out with two strikes
against them – “marketing” and “branding” are nebulous
terms with numerous definitions, thereby causing everyone to
think they know how to do your job. Secondly, marketing is not a
revenue producing department, but an overhead – one that needs
funding to promote the institution, which further attracts the
attention and involvement of stakeholders. This presentation
outlined the successful branding process for you – from the
onset of your campaign which begins long before
any consultants are hired or research is conducted. This
session took the participants through the branding process,
using the recent success of the Community College
of Create A Climate For Change: The College Catalog - Options Other Than Print Or Online Community
colleges nationally are struggling with whether to continue to
print the catalog or go completely online with the publication.
For many colleges it appears this is an either/ or question –
print OR not print and go online. But there are other options
for a college rather than only going online. Explore excellent
examples from community colleges of other options – see a
unique CD-Rom, a new direct mail piece and a program booklet to
name a few. The participants explored when and how to take the
catalog online and what other options exist for sharing the
information in the current catalog – like updated Student
Handbooks. ACCCA Conference in San Francisco, CA: Reaching Untapped Markets Through Innovative Electronic Communications Today’s community college students are getting younger and
more computer savvy than ever before — many of our students do
not remember the world without computers and Internet access.
However, our colleges’ marketing endeavors are still rooted in
typical media more likely to attract Baby Boomers. Participants
learned how to effectively market to Gen Y and Gen X and
continue enrollment increases. This session focused on the new
trends in electronic communication which will provide increases
in college enrollments.
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