Digital Strategy for Higher Education

Stamats Integrated Marketing Conference
21st Century Marketing: Digital Strategy for Higher Education
Fritz McDonald

Update Nov. 8: I don't know why I didn't publish this earlier. Here it is

The web is becoming the tool of choice for prospective students searching out colleges.

Content is the #1 issue with college websites. Are we focusing on the prospective students audience to the detriment of our other audiences?

Colleges and U's adopting social media at twice the rate corporations are - Dartmouth research

How do you make it work?

1. Start with strategy - connect with vision and values ... um, yes
2. People first, then technology
3. Start small, focus, grow
4. Dialogue not monologue
5. Coordinate digital tools
6. Focus on content
7. Work for viral
8. Message control - we aren't entirely in control anymore. We are now managers of conversations rather than senders of messages
9. Audience driven
10. Build trust
11. Demand Metrics
12. Provide a deeper level of engagement- users have expectations
13. Build sustained relationships with your audiences

What to Do

1. Rethink your marketing
2. Be authentic See Colgate University for use of social media
3. Be multidimensional
4. Be web centric
5. Worry about usability - usability is part of your brand
6. Integrated marketing. SEO = contact, - soc media = relationships, print = emotion (allows for a fun viewbook!), web = experience, Traditional Marketing = support
7. Let them make content
8. Content must be portable, human
9. Include everyone, including Alum
10. Optimize your site
11. Decide by data
12. Develop a listening strategy
13. Be creative and usable
14. Collaborate
15. Don't intrude - prospects not willing to be contacted by text or IM

All social media builds community. That is the point