Stamats QuickTakes
Insights into Research, Strategic Planning, and Integrated Marketing for Colleges and Universities by Dr. Robert A. Sevier, Senior Vice President at Stamats (quicktakes@stamats.com)
Vol. 6, no. 11: Empowerment
In this issue.
UPCOMING SEMINARS
ON STRATEGY: DELEGATION MEANS EMPOWERMENT
There is no shortage of books and articles on the fine art of delegation. However, with an eye toward keeping things simple, here's a handy little grid (see below) to help you evaluate whether you have empowered people to do the job you have delegated to them. We've taken this from The Art of Being Effective, a new presentation on increasing individual, manager, and leader effectiveness.
First, do your people have the resources
to do the job? Without resources, they will only become frustrated and even
desperate (the emotions you likely felt about the issue before you decided to
delegate it).
Second, are the objectives clear? There is nothing more debilitating or dangerous than being vague. Be clear. You need X done by Y and here is how X is measured.
Finally, along with the responsibility to do the job, have you given them the authority to do the job? And, perhaps most importantly, have you communicated this authority to their peers and your colleagues?
Keep it simple. Resources. Clear objectives. Authority.
FREE BRAND MARKETING MONOGRAPH
For a number of years, and with a number of successful client projects, Stamats has been using a simple, yet powerful, Branding Array that outlines a step-by-step process for building a strong brand. If you would like a free copy of the Branding Array and accompanying brand marketing monograph, please contact Suzanne Schloss (suzanne.schloss@stamats.com) and she will be glad to forward one to you.
RECRUITING
AND SERVING ADULT STUDENTS
Barbara O'Malley, Principal
Consultant
Roughly 35% of all undergraduate students are adult students age 25 years and older. I grew up in the West, where this percentage can be much higher; and it is really quite common for students to delay starting college until they are in their 20s.
This adult student cohort is growing across the country for three basic reasons: 1) increases in past populations of high school graduates; 2) an increased acceptance of and desire for "lifelong learning;" and 3) the continued shift toward a service- and information-based economy.
Feeding the adult student market is the reason, in many states, the population of traditional-age students is on the decline for at least the next several years. This is forcing many colleges and universities to embrace the adult student cohort.
In a 1997 NCES (National Center for Education Statistics) study, 22% of adult students attended public four-year institutions; 9.4 percent attended private, not-for-profit institutions; and 8.3% attended private for-profit institutions. Almost 59% of community college students are adult learners. Furthermore, the study noted that the vast majority of adult students migrate toward institutions with specialized programs with 90% or higher adult student enrollment.
Adult students want to feel like they will fit in. They are looking for programs and services tailored for their needs. And they need to feel comfortable as they decide what exactly to major in (they do not always know).
The University of Maryland, College Park offers a service for adult students called the "Returning Students Program." From childcare to financial aid workshops, this program offers specialized services for the returning adult student.
In the November 2002 issue of University Business, Bob Sevier's article entitled "Marketing Your Continuing Education Program," stresses the point that you have to change the way you think about adult students. "They (adult students) have little loyalty to one institution and will consistently seek out the programs that are less expensive, more focused on their needs, more convenient, and more accelerated."
How are you serving your adult student market?
Are you recognizing that adult students have unique needs in both academics and student services?
Are you positioning your adult learner programs?
Are you making adults feel like they can fit in on your campus?
If recruiting adult students is important to you, make sure you are segmenting this audience in your enrollment marketing practices.
Barb O'Malley is based in Denver, Colorado and specializes in marketing planning and research for colleges and universities in the western U.S. If you are interested in talking with her about this article, please e-mail her at barb.omalley@stamats.com.
This April, we published our 13th Stamats White Paper. This one addresses 10 leadership responsibilities that college and university presidents must focus on to help their organizations deal with the issues outlined in the "On Strategy" section above and to help you flourish in difficult times. If you want a copy, please visit www.stamats.com/resources/publications/whitepapers/.
GETTING
PAST THE SPAM FILTERS
Scott Hall, Interactive Media Director
In e-mail marketing, "strong creative work" means more than a visually exciting message. Your message has to captivate, without being kidnapped by spam filters. Unfortunately, the things that make your messages look good can also set off the spam killers.
There is good reason to improve your recruiting messages with the Web-like design features. E-mails using these "HTML" elements have a higher response rate.
But many spam filters give "penalty points" for design features. These systems review and score your message. If your penalty score is too high, your message goes in the spam folder.
There is no concert set of things to avoid, since each anti-spam system has its own rules and the rules change frequently. Spammers figure out how to get around the rules; then programmers make the rules tighter.
Here's a sample of what the systems monitor:
As you design your message for impact, be sure you understand the rules.
If you have questions regarding this article or other questions regarding interactive media please contact Scott Hall at 800/553-8878 ext. 5123 or scott.hall@stamats.com.
ONE STUDENT'S TRASH IS ANOTHER COLLEGE'S TREASURE
A recent article in the Washington Times (June 3, 2003), recounted a new option for how colleges and universities deal with all the stuff that students leave behind in their dorm rooms when they leave for the summer or graduate. Rather than opting for the landfill, colleges are opting for the auction blocks or, in some cases, donating usable items to soup kitchens and charities. Says the article, "Schools, for years stuck with mountains of dorm room detritus from loads of fast food to computers and stereos, have begun turning the trash into treasure, raising thousands of dollars for charities and donating tons of good to those who help the needy."
A Massachusetts company, Dump and Run, helped organize sales at 15 colleges in Canada, Illinois, Maine, Minnesota, North Carolina, Rhode Island, and Ohio.
According to the article, the largest collegiate yard sale is at Penn State where 14,000 students in 48 dorms leave behind a hard to imagine 180 tons of stuff. On May 24, the school raised $37,000 and donated $18,000 worth of food to charity.
And the number one food item left behind by students: ramen noodles followed closely by macaroni and cheese.
NEW CLIENTS
Stamats would like to welcome the following new clients:
STAMATS SEMINAR SCHEDULE FOR 2003
Creating Mindshare: Developing Your Integrated and Brand Marketing Strategy
Strategy and Finance: Helping Colleges Thrive in Tough Times
Stamats' 3rd Annual President's Institute on Integrated & Brand Marketing
Additional conference details can be found at www.stamats.com/seminars. Please check the Web site often for changes in times or locations.
DIRECTOR OF ADMISSIONS
Norwich University
Director of Admissions - Manage undergraduate admissions, supervise sixteen
professional and administrative employees. Develop and implement a comprehensive
recruitment and selection program to identify, attract, admit and enroll a highly
qualified students. Develop promotional/marketing plans and materials, integrating
automated systems and electronic communications. Analyze enrollment and prospect
data. Related duties as required. Requirements: Bachelor's degree, master's
preferred, preferably in a related field. Five years progressive management
or leadership experience in higher education or the military. Thorough knowledge
of enrollment management theory and practice, excellent supervisory and leadership
skills, outstanding communication and public speaking skills, high energy level,
strong task orientation, attention to detail, and evidence of successful work
with students from diverse backgrounds. Send cover letter and resume to Director
of Admissions Search, Human Resources, Norwich University, 158 Harmon Drive,
Northfield, VT 05663 or jobs@norwich.edu.
If you have a short position description (100 words or less) you would like posted, please forward it on to brandy.huseman@stamats.com. There is no charge for this service. Job listings available online at Higher Educations Careers.
COPYRIGHT, DISTRIBUTION, AND PERMISSION
Stamats QuickTakes is published by Stamats and is distributed to our clients and colleagues in higher education at no charge. Contents (c) 2003 by Stamats. Please feel free to forward copies of Stamats QuickTakes in its entirety to colleagues. Visit QuickTakes for past issues. To subscribe, reply to this e-mail, send your request to quicktakes@stamats.com, or visit QuickTakes.
ABOUT STAMATS
Every year, more than 100 colleges and universities nationwide rely upon Stamats marketing and communications programs to help them keep their promises. Stamats services include research, consulting, publications, interactive media, search solutions, and advertising.
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