Electronic Communication

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• Electronic Communication
• vs.
• Traditional Print Media
• Which is More Effective?
• Presenters
• Christopher Small GDAIS
• Jonathan Steele GDAIS
• Jim Slavin College Board

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Introductions
Who are these guys, and why are they here???
Christopher Small
Jonathan Steele
Jim Slavin
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About GDA Integrated Services
GDA Integrated Services is a market research,
consulting and services firm specializing in
customized, integrated marketing solutions to
help colleges and universities compete
successfully for students, funding and visibility
in the 21st century. Services include
Market Research Telemarketing
Integrated Marketing Plans Direct Mail
Integrated Communications Website Design
Electronic Communications Guaranteed Visibility
Printed Communications Public Relations Counsel
Video Production Fundraising Communications
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So which is better, print or electronic
communication? Answer Both Thanks for coming!
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How Do Students Communicate with Colleges?
GDAIS conducted an extensive survey of
college-bound high school students from the
applicant and search pools of six different
institutions. We asked them how they approach
the college search process. This is some of
what we learned
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• When do students begin their college search?
• Before their senior year 95
• Before their junior year 55
• Before their sophomore year 20
• Before entering high school 2
• How have students received most of their
  information about colleges?
• Information mailed to their homes 53
• Internet 46
• College fair/night 12
• Visit to campus 9
• High school guidance counselor 6
• College guide book 6

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• Which format do they find most useful in their
  college search?
• Paper 57
• Electronic 32
• Both equally 9
• Which format do they prefer to use in their
  communication with the admissions office?
• Paper 48
• Electronic 45
• Both equally 5

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Students described how they were most likely to
contact a college in which they became
interested  
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Interpreting the Research

• Students are starting the college search earlier
• More students are using the Web for research
• Students still like to read print publications
• Colleges need to develop an integrated print and
  electronic communications plan
• E-mail is an excellent follow-up device

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Getting MORE from Your Communication Flow

• Most Students are not reading your mail
• Dont be afraid to promote the distinctiveness of
  your institution
• Timing is everything
• Investment benefits
• Consumption benefits

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Getting EVEN MORE from Your Communication Flow

• Keep messages clear and concise
• Limit messages to one at a time
• Always have a response mechanism to see who is
  paying attention
• Respond quickly to those who respond to you
• Develop ways to measure the effectiveness of
  every communication device

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Communicating with Students What Works

• Encourage them to respond
• Call to action in print and online
• Have them log in
• Pay attention to what they say
• Follow up
• Develop one-to-one relationships
• Dont smother them with automation
• Make it personal
• Chat with them
• Call them
• Send them personal notes

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Search

• Search mail is still critical
• Search names are still the best qualified
• Search E-mail bad returns and future problems
• Letters still work best
• Clearly define your institution
• Only encourage responses from interested prospects

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Publications

• They arent reading everything (anything?) you
  send them
• Repeat your messages, but put them in fresh
  context
• Mix official and unofficial sources
• Coordinate print with electronic
• Focus on single messages, and use timing to tell
  the story
• Always include a Bounceback mechanism

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Problems with College Websites

• Too many audience constituencies
• Internal vs. External
• Navigation
• Anonymity
• No follow-through
• Solutions
• Single-Message Mini-websites
• Capturing Data

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E-mail in the U.S.

• Average person receives 308 messages/week
• 62 of this is Spam in 2004
• 56 was considered Spam in 2003
• What makes a message Spam?
• Frequency 58
• Irrelevancy 57
• Only 28 try to unsubscribe
• 8 is permission based e-mail
• 67 open at least 6 out of every 10
  permission-based e-mails

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Communicating with Students E-mail

• Message Format
• Multi-part (HTML) vs. Plain Text
• From and Subject lines
• Target Your Pool
• Personalize and Customize
• Test and refine
• Content
• Single messages
• Investment then Consumption Benefits
• Build an e-mail schedule that fits with your
  print communication plan

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Communicating with Students E-mail

• Segment your audience constituencies
• Drive them to your Website with e-mail the
  Bounceback Principle
• Guide them to the messages YOU want them to hear
• Develop a series of single-message communications
  that you spool out over time
• Track their progress and get feedback
• Measure your results and adapt

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The Pitfalls of E-mail and Whats Next

• E-mail is cheap too cheap, and colleges have
  begun bombarding their Search lists
• Students will lose patience
• Colleges will get reported and blacklisted
• CAN-SPAM are our Search files still compliant?
• Sender ID and SPF Doesnt that have something
  to do with sunscreen?
• G-mail Google enters the scene- Are you ready?
• Instant Messaging is growing exponentially as a
  communication medium

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Instant Messaging

• By the end of 2003, 20 million people worldwide
  were using IM in businesses
• This will reach 300 million by the end of 2005
• 42 of online Americans use instant messaging
• 24 of instant messengers use IM more frequently
  than email
• AOL's instant-messenger (includes ICQ) had 59.2
  million users in April
• MSN had 23.6 million
• Yahoo had 19.1 million

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Great, now I have a headache

• Keep an eye on these trends
• Students will adopt new technology fastest
• They expect and demand colleges to keep up
• Dont lose focus the old rules still apply
• Build a communication flow
• Make your case over time
• Use a mix of print and electronic communication
• Repeat messages until it hurts!
• Get feedback from students and tailor your appeal
• Its still about people

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GDA Integrated Services
THANK YOU

• 33 Main Street, Suite F
• Old Saybrook CT 06475
• 860-388-3958
• fax [phone]
• www.gdais.com
• gdais_at_dehne.com