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. 12: Tuition Rising
In this issue.
SUMMER SEMINARS - It's not too late to register!
Creating Mindshare: Developing Your Integrated and Brand Marketing Strategy
Ordinarily, this is the season for reaching into your beach bag for the latest Harry Potter or Sue Grafton. If you're interested in something with a little more weight, but probably just as fun, take a look at Ronald G. Ehrenberg's Tuition Rising. Published in October 2002 by Harvard University Press, it offers us a fascinating look at why college costs so much. Drawing on his experience as an economist and a senior finance officer at Cornell University, it covers issues ranging from heating, ventilation, and air conditioning, to tenure and sports. I realize that this description sounds a little dull. But trust me, the writing is anything but. Like a good James Patterson or Patricia Cornwell, perhaps Ehrenberg will unravel a few mysteries for you as well.
MAXIMIZE
YOUR WEB SITE
Scott Linzey, Principal Consultant
Today's high school students are heavily reliant on the Internet as a prime source of information. It is often there that they begin the process of narrowing the pool of possible college choices and researching individual institutional characteristics. In some instances, they turn to their computers early in the funnel, rather than guidance counselors or even parents, in order to develop that all important initial perception of your school.
A recent study indicated that 85% of college-bound students have Internet access at home and 76% use the Iinternet to research colleges. The same study showed that the information they most often seek is admissions criteria, specific descriptions of academic programs, cost, and facts about athletics.
Since most colleges and universities don't benefit from wide-spread top-of-mind awareness, they are at the mercy of search engines, national ranking organizations, and online guides to bring Internet surfers to them. Given this phenomenon, it should be the intent of every college and university to maintain a Web site that is marketing savvy and information rich, and to promote the existence of their site in every way possible. Here are some tips for driving traffic to your Web site and increasing repeat visits.
This list is certainly not exhaustive, but it will give you a good place to start and might generate some thoughts about other useful tactics, as well. To discuss these or other topics related to Web-based or e-mail marketing and student recruitment initiatives contact Scott at scott.linzey@stamats.com.
Recognizing that many students enter college with the hope of graduating to a high paying job, an April 15 report from Reuters is worth noting. It indicated that graduating seniors already knew that their chances of landing a high paying job after college were much less than those of five years ago, but the war in Iraq is making it even more likely they may find themselves waiting tables, or some other non-degree oriented field. A survey by the National Association of Colleges and Employers showed an anticipated four percent decrease in out-of-college hires this year from last, but a follow up survey shows that employers will offer even fewer jobs to recent grads. Unemployment for the 20-24 year old bracket has reached 8.9 percent, the second highest in six years.
The almost dog days of summer remind us not to take ourselves too seriously. With that in mind, we offer the annual summer joke. Here goes.
A shepherd was herding his flock in a remote pasture when suddenly a brand-new BMW advanced out of the dust cloud towards him. The driver, a young man in a Broni suit, Gucci shoes, Ray Ban sunglasses, and YSL tie, leaned out the window and asked the shepherd, "If I tell you exactly how many sheep you have in your flock, will you give me one?" The shepherd looked at the man, obviously a yuppie, then looked at his peacefully grazing flock and calmly answered, "Sure."
The yuppie parked his car, whipped out his notebook and connected it to a cell phone, then he surfed to a NASA page on the Internet where he called up a GPS satellite navigation system, scanned the area, and then opened up a database and Excel spreadsheet with complex formulas. He sent an e-mail on his Blackberry and, after a few minutes, received a response. Finally, he printed out a 150-page report on his hi-tech, miniaturized printer than turns to the shepherd and says, "You have exactly 1,586 sheep."
"That is correct; take one of the sheep," said the shepherd. He watches the young man select one of the animals and bundles it into his car.
Then the shepherd says: "If I can tell you exactly what your business is, will you give me back my sheep?"
"OK, why not," answered the young man.
"Clearly, you are a consultant," said the shepherd. "That's correct," says the yuppie, "but how did you guess that?" "Well," answers the shepherd, "You turned up here although nobody called you. You want to get paid for an answer I already knew, to a question I never asked, and you know nothing about my business. Now give me back my dog."
GETTING
PAST THE SPAM FILTERS: Part 2
Scott Hall, Interactive Media Director
In our last issue, we talked about how your newsletters and recruiting e-mails can get killed by spam filters. We promised to give you a list of words that tickle the nose of spam sniffers.
Most spam filters search for suspect words and phrases in your message. If your message has too many questionable elements, the filters route your e-mail to a spam folder or delete it immediately. As we said last time, each spam filter uses its own rules. The best bet is to try to avoid these phrases whenever possible.
Here's the list of some suspect phrases, highlighting phrases a college or university might use.
| Act now! | Dear [email] |
Opt in |
| Amazing | Dear [somebody] | Please read |
| Apply Online | Dear friend | Promise you...! |
| Call free | Do it today | Real thing |
| Call now | Don't delete | Remove in quotes |
| Click below | Don't hesitate | Sign up free today |
| Click here | Great offer | Take action now |
| Click to remove | Guarantee | This isn't junk |
| Click to remove mail to | No catch | This isn't spam |
| Congratulations | No cost |
Source: www.wilsonweb.com/wmt8/spamfilter_phrases.htm
The spam filters will be especially suspicious of your message if these phrases are in the subject line, but many filters will also give you "penalty points" if these are in the body text. Too many "points" and your message will be trapped as spam.
Don't forget what we said in our last issue: you also get penalized for having a claim that you're not selling anything and for remove/unsubscribe instructions. (You have to have the unsubscribe information, just be careful of the words you use.)
In the next issue: how setting off the spam filters could cause Internet providers to block all the e-mail from your college.
FREE INTEGRATED MARKETING SCORECARD AVAILABLE ON WEB
The IM Scorecard allows you to complete a quick self-evaluation of your current integrated marketing strategy. The 17 questions address the major components of an integrated marketing effort and the combined score (ranging from 0 to 100) will give you an approximate sense of how things are working.
The Scorecard is a balance of serious (it really does work) and a little bit of fun. So, take five minutes (really, only five minutes), and complete the Scorecard. When you are done, if you feel like you might need help, there's an option for contacting us directly about your integrated marketing needs.
You can access the Scorecard directly from the Stamats Web page (www.stamats.com), or you can go directly to www.stamats.com/scorecard.
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.
Senior Consultant, Marketing
and Public Relations
Stamats
Stamats Communications, one of the nation's most experienced higher education
research, marketing, and consulting companies, is seeking an individual to provide
marketing, brand marketing, and public relations counsel and planning to colleges
and universities. This senior level, sales-support position requires five years
of experience in higher education and significant management experience. Extensive
travel, exceptional writing and presentation skills, and a high degree of computer
literacy, are required. The ideal candidate should be an aggressive self-starter
and be willing to relocate to Cedar Rapids, IA. Please send a cover letter,
resume, portfolio, salary history, and references to: Jo Ann Binzen, at Stamats
(joann.binzen@stamats.com). -
615 Fifth Street SE, Cedar Rapids, IA 52406.
Admissions Web Coordinator
Gannon University
Gannon University, a Catholic University located in Erie, Pennsylvania, invites
nominations and applications for an Admissions Web Coordinator. In addition
to the specified requirements, the successful candidates must be able to support
Gannon's mission. Responsible for the implementation and on-going management
of Active Admissions software from Liquid Matrix. Duties include: gathering
informational content and creating appropriate e-mail messages to prospective
students, assisting the University with the development of template specific
web pages, assist in the development of an electronic recruiting strategy, and
serving as a member of the University Web Committee. Successful candidates will
demonstrate computer proficiencies, especially in the Microsoft Office programs,
as well as web programming and design skills. In addition, public relations
and writing proficiency is expected. This position requires some night and weekend
work throughout the year. A minimum of one year of professional employment experience
is required; additional higher education experience is helpful. Other requirements
include a bachelor's degree. Gannon University is an Equal Opportunity
Employer that encourages diversity and invites women and members of underrepresented
groups to apply. To apply: submit a cover letter, resume, and the names of three
professional references to: Gannon University, Web Coordinator Admissions Search,
109 University Square, Erie, PA 16541-0001 or fax to: (814) 871-7514 or e-mail
to: hrdept@gannon.edu. Review of applications
will begin immediately and these positions will remain open until the vacancies
are filled. For more information about Gannon visit www.gannon.edu.
Executive Director of Enrollment
Management
Stephen F. Austin State University
Directs admissions, registrar, freshman success program and academic advising.
Leadership expected in creating proactive recruitment, enrollment, retention
and student success program. Creates models to forecast enrollments. Works with
others to enhance marketing. Collaborates with other university programs that
support enrollment, recruitment and retention efforts. Implements university-wide
recruitment program using faculty, students and alumni. Master's degree or doctorate
preferred. Complete job description at www.sfasu.edu/personnel.
AA/EEO employer. Security sensitive position; criminal history will be checked.
Send cover letter, vita and list of five references to Office of the Provost/V.P.
for Academic Affairs, P.O. Box 6079, SFA Station, Nacogdoches, TX 75962.
Director of Admissions
Valparaiso University
Seeking an experienced administrator capable of providing leadership for a dynamic
admissions effort, including freshmen, transfers, and international students;
a creative strategist responsible for developing and implementing a comprehensive
recruitment plan that combines relationship building, marketing communications,
technology, and integration of financial aid; an excellent communicator in speaking,
writing, listening, engaging faculty, staff, and volunteers, and supervising
nineteen individuals; an engaged participant in the life of a comprehensive
university. Send cover letter and resume to Director of Admissions Search, Office
of Human Resources, Valparaiso University, Valparaiso, IN 46383 or e-mail to:
human.resources@valpo.edu.
Director of Employer Relations
Valparaiso University School of Law
The Director of Employer Relations serves as the external relations officer
of the Career Planning Center and is responsible for the creation and management
of a comprehensive employer recruitment program. This position requires an effective
and creative relationship marketing professional who understands the legal career
market. It also requires an ability and devotion to help Valpo law students
and alumni achieve or exceed their career ambitions. A bachelor's degree
is required. A law degree is highly desired. Several years of direct or relevant
experience is an absolute prerequisite. Resume cover letter (not fax or e-mail)
to: Associate Dean Curtis Cichowski, Valparaiso University School of Law, Wesemann
Hall, 656 S. Greenwich St. Valparaiso, IN 46385.
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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