How Colleges Make Digital Outreach Authentic And Personal

Colleges have been forced into a new virtual space by the pandemic. And while every industry coping with an uncertain world has had to make some radical adjustments, colleges and universities are dealing with a set of complex challenges that are unique. 

Recreating Intangible Experiences Digitally

One survey found that of the 40 percent of respondents that had taken a virtual tour a disheartening 51 percent gave lukewarm responses and described the experience only as a passable substitute for the recognizable coming of age ritual embodied in a traditional college tour. Some respondents diagnosed the problem by saying that virtual tours lacked a personal touch, something intangible and spontaneous. Luckily, some colleges have found a solution by offering a combination of scaled down webinars and short form content to prospective students.

Snail Mail Lends a Personal Touch

Some colleges have been mailing detailed and personalized brochures that give information about academic programs extracurricular activities in which specific prospective students have expressed an interest. Prospective students are then given the option to learn more about the contents of the brochure by getting on the phone with current students who share their interests, or alternatively by connecting with students through web forum based group chats. Communication by mail and phone conversations (considered old school by some) allow colleges to give prospective students a glimpse of the kind of social life they'd be experiencing at college, something which can feel refreshing after months of social distancing and communicating over a screen. 

Virtual College Fairs Will Likely Outlast Covid-19

Despite their limitations, virtual college fairs have utility. They allow colleges to reach more prospective students across greater geographical distances and this will likely result in the continued use of virtual college fairs even after a vaccine is found and Covid-19 elapses. Many colleges were already trying to reach more people through digital campaigns even before the pandemic and Covid-19 has only accelerated their progress in creating state of the art virtual venues through which to explore their campuses and classrooms.

To learn more about creating a cutting edge marketing campaign with an authentic feel, contact us at Furman Roth Advertising!

Social Media Marketing for Higher Education

Millennials are out.  Of college, that is.  Most industries are currently targeting millennials.  They make up a huge chunk of consumers, so of course businesses want to appeal to them.  Higher education institutions, however, should be thinking beyond millennials.  Gen Z is the generation born between 1995 and 2012.  Unlike millennials, this generation probably never knew life without a computer.  Gen Zers are either ready or almost ready for college, and how universities appeal to this generation will be different than any previous cohort.  These kids don’t use the internet the same way millennials do.  For universities to engage with Gen Z, they'll need to learn how this generation spends their time online.

 Where in the Internet is Gen Z?

Most universities probably already have a Facebook and Twitter account, but they might not find Gen Z there.  Here are Gen Z's top three social media sites and how universities are using them:

1. Snapchat.  This generation loves Snapchat, because their parents don't know how to use it.  For a good example of a university Snapchat account, check out New York University.  They've mastered the art of Snapchat engagement. They encourage students to make content, and prospective students can access it. That makes them feel included and excited about the school before they even apply.  

2. Instagram Stories. This is another platform that's not popular with the older generation, so Gen Zers can use it to get away from their parents.  It's pretty similar to Snapchat. The University of California, Los Angeles is a good role model for Instagram. They do a good job of highlighting their campus on this platform.  

3. YouTube.  Notice a trend? Gen Z loves visual media.  A university that could engage Gen Z on YouTube would have the eyes of the biggest chunk of the generation.  85% of Gen Z watch YouTube videos.  Some higher education institutions, like West Virginia University, are getting creative on YouTube.  The school compiles Snaps from Snapchat into YouTube videos to engage students and prospective students.

Gen Z is actually a pretty straight forward generation.  They like visuals, the internet, and places their parents aren't.  But don't let that straightforwardness fool you.  Colleges and universities still need to be smart about how they reach this generation.  

If you’re interested in taking your social media presence to the next level, we’d be happy to help. Contact us today.

The Mobile World Students Live In

Millennials saw the rise of digital mobile communication and for a while everyone wanted the smallest pocket sized phone that did all the basics and didn't take up too much space. Around the year 1998 (it's debatable but exact year isn't really relevant), Gen Z was born. By the time they hit junior high, mobile phones had changed a lot. Now they've emerged on college campuses and as young contributors to the work force, and the world within their phones sometimes makes their parents and other wonder if they're shallow or simply running on autopilot. But turns out, we were so wrong. 

Brain Storage In The Palm of Your Hand

One big thing that's changed about mobile phones is the screen size. The little flip phones of millennial college students have been exchanged for larger screens and stylus pens. This means we can interact with our mobile devices in a lot more ways. We can write, scribble, draw, talk, and take video. Essentially it's extra storage for our brains. We never have to forget another thing because we can dump it right out of our brains and into a searchable, ready to save, database that is accessed with the touch of a button. 

Social Media and LMS Integration 

Most schools have some kind of learning management system, or LMS. This is a place where students often participate in class discussions, especially for online learning. Groups on social media managed by the college can provide more opportunities for busy students to get involved with the school. Which seems more likely- A student responding to a post on social media, or a student expressing physical interest in something unprovoked? The two can work together! Social media integration can help engage students in real life and increase communication between students, professors, and even administrators.

Use Modern Technology to Your Advantage 

You don't have to be content to watch the zombie faces of your students as they shuffle around campus appearing chained to their mobile devices. Get involved in the vast universe that's happening inside those phones and learn to use these devices to communicate better, smarter, and more effectively. 

For information on how to best draw in potential students and grow your university's brand, contact us here at Furman Roth Advertising. We're happy to help!

20 Things to Know For 2020

Here’s how we see 2020 shaping up:

1. The future is here!

Artificial intelligence is growing. But luckily the robots aren’t here to take over the world…in fact they are going to make our lives easier. Built to crunch huge data sets and make real-time decisions, AI is growing as a solution that maximizes campaign results.

2. Poof…and it’s gone!

Ephemeral content, which is something that is available only for a short duration and disappears afterwards will keep gaining popularity. Instagram and Snapchat Stories are perfect examples of this type of content.  Scarcity breeds demand.

3. Is anyone listening?  Yes!

Podcasts are experiencing explosive growth and are very useful to gain access to niche audiences. Advertisers can not only choose the content, but can target specific audiences from a variety of shows/ programs.

4. Saving the earth, one (impossible) burger at a time

People in U.S. are increasingly aware of their impact on the environment and are changing their eating habits. Evidence of this is the growing popularity of plant-based foods such as the Impossible Burger, Beyond Meat and Awesome Burger. Even chains such as Burger King and Dunkin Donuts are getting into the act.

5. Neuromarketing

Measuring consumer brain waves to determine what kinds of content they find most appealing will allow marketers to figure out how to provide the right content to the right prospects at the right time.

6. Whatever’s Easiest

Convenience is no longer a luxury, it’s a given. Mobile apps allow us to do everything from ordering our morning coffee ahead of time to making sure our dog took his morning walk. Amazon Go has upped the ante with their no-checkout / no cashier stores that are popping up. We can expect to see similar shopping experiences becoming popular as 2020 progresses.

7. “Voice” Is Here To Stay

It looks like Alexa and Siri are on to something! The use of voice commands and functionality will continue to grow in 2020. The clapper was ahead of its time…

8. Blue is the New Black

Pantone announced that its 2020 Color of the Year is Classic Blue, a shade “reminiscent of the sky at dusk.” As we head into an Election Year that’s already clouded with controversy and much uncertainty worldwide, this Classic Blue helps portray a sense of reassurance, confidence and connection that can resonate with people around the globe.

9. Nothing Beats A Good Story

A good story will drive engagement and strengthen consumer ties to your brand. Smart marketers will use a variety of channels (social, video, mobile) to communicate in this format.

10. It’s Not Just About Facebook Anymore

Niche social platforms will perform well. TikTok, for example, is one such platform that started in 2016 and immediately gained popularity among youth. B2B companies prefer LinkedIn for their social media initiatives, while the gaming community flocks to Twitch. There are several such alternative social media platforms that are gaining popularity and will continue doing so.

11. Continued Convergence

As disparate platforms learn to communicate (DOOH, Mobile, Social, Connected TV, etc.), advertisers will be able to employ strategies that allow them to monitor each ad exposure and its impact on a consumer’s road to conversion.

12. Year of the Cauliflower

Consumers continue to seek new alternatives to traditional comfort foods. 2020 has been coined the “Year of the Cauliflower” and we can expect to see foods such as cauliflower, tofu and chickpeas continue to rise in popularity.  Ube, a purple yam, is the new “It” root vegetable, while Okach could be the new kale. 

13. Something old is new again

Out of Home is gaining in popularity as new formats are constantly being introduced.  Consumer mobility is at an all-time high with record miles being driven on US roadways, record levels of airline passenger travel, and near-historic highs of transit ridership. It all adds up to more out of home viewers and more opportunity with this media format than ever before.

14. Show your diversity…and keep it real

In the U.S., 66% of Gen Zers surveyed would like to see more diversity in advertising, but the message has to be authentic.  Your customers come in all shapes and sizes.  So should your marketing. 

15. Tokyo, 2020

All eyes will be on Simone Biles at the Summer Olympics in Tokyo. Interest in Japanese culture, art and food will be heating up as it’s on display with the world watching in the summer of 2020.  

16. You’re in Control!

CCPA, a landmark consumer privacy law that just passed in California, gives consumers insight into what personal data is out there and allows them to prevent it from being sold. We expect this to pave the way for similar laws, which can affect data collected internally by organizations as well as by third party providers.

17. Me Time

Self-care is on the rise with growing interest in nighttime routines such as soothing music, baths and the importance of sleep, along with the growing enthusiasm for meditation.

18. It Gets Me

Consumer relevance is a service, adapting around the changing needs of the user. For example, Amazon is creating a wearable that will understand and respond to the emotions of the user. The rise of these “virtual companions” is priming consumers to expect branded virtual entities that connect to them on a deeper level.

19.  Chat Bots Don’t Need Coffee Breaks

Today’s consumers expect immediate responses that are both informative and personalized. Chatbots deliver this experience which is why they have grown in popularity over the past few years. We expect every industry to begin offering this service as the first point of contact with their prospective audiences. Messenger Chatbots report 80% open rates, 4x higher than average email open rates.

20.  Suddenly Your Refrigerator Has an Opinion

It is projected that the world will reach 26 billion connected devices by the end of 2020. We can already connect to our security systems, ovens, refrigerators, lights, and speakers – now all we need is for them to join forces and make us dinner!

5 Things We Learned at the 2019 AMA Symposium for the Marketing of Higher Education

On a balmy, 80 degree November day, we had the opportunity to join 1400 Higher Education marketers in Las Vegas for the 30th Annual American Marketing Association Symposium for the Marketing of Higher Education. Over the course of three days, we participated in lively discussions and heard from industry leaders focusing on the challenges and opportunities facing the current Higher Education landscape.

The industry is changing. A lot. By 2025 the college-age student population will see a 15% reduction – it is clear that the higher education landscape is primed for innovation. Those who are brave enough to embrace change and agile enough to shift strategy can not only weather the storm, but emerge successfully.

Marketing strategy IS institutional strategy – at least, it should be. Industry experts have dubbed the  impending population reduction in the college-age population “2026 cliff.” In preparation for this, University Presidents and Trustee Boards are starting to pay attention and acknowledge that marketing in higher education is more important than ever. Building a differentiated position and quality marketing strategy takes time and money – and should not be deferred.

Customer-centricity is a necessity. The old higher education adage “if we offer it they will come” no longer works. It is vital to give prospective students what they are looking for – and with multiple types of customers, this is no easy task. Through tactics like surveying and data mining, persona development and audience segmentation, institutions can understand and cater to their target audiences with communications that resonate and help prospects convert into matriculated students.

Helicopter parents have gone high tech – they’re drone parents now. And they are important to address when marketing to traditional undergraduate students. According to a 2018 study presented, 1 in 5 parents completed a college application on behalf of their children. As a higher education institution, it is vital to engage not only the students, but the parents – and to understand that these audiences require different marketing strategies.

Pay attention to adult learners. There are 95 million people in the United States between the ages of 24 and 65 that do not have a Bachelor’s Degree – but 53 million of them have some college credits. This is an audience segment that institutions cannot afford to ignore. With unique challenges and very specific needs and wants, it is vital to understand and deliver messaging that speaks to them and illustrates the value of completing a degree.

With more than 20 years of marketing experience focused on higher education, Furman Roth has the knowledge and resources to stay ahead of this changing landscape. We work with institutions of all sizes throughout all stages of recruitment - from brand strategy and positioning to innovative media solutions and hypertargeting. Before you spend another dollar on higher education marketing, contact Furman Roth to find out how far we can make it go.

Persona Development: A Quick Start Guide.

The term “persona development” has become a big buzzword in higher ed marketing – for good reason. Personas can help take audience segmentation and targeting to the next level, making marketing campaigns more efficient, and increasing ROI.

Audience segmentation is crucial for any college marketing strategy – knowing specific information about your prospective students allows marketers to develop strategies, craft messaging and select media that will reach the right person with the right message at the right time. And while there are certainly benefits to casting a wide net, most institutions have to prioritize efficiency to eliminate waste and make the most of a limited budget.

Enter persona development. Personas go beyond broad demographics and delve deeper into the behaviors, interests, emotional triggers and pain points of your target audience. Not sure where to start? Here are a few steps to get the process started.

1.       Mine your own data. Surely your school has a wealth of data about your students – probably more than you realize. This data is an excellent starting point to make sure the demographics you are using for your targeting are aligned with the prospects that end up becoming applicants and admits. If there is a misalignment, this step will help you uncover it and make decisions on the ideal target audience. So start your analysis!

2.       Layer in external data sources. While your internal data will provide information about who your target audience segments are, accessing external data sources and white papers can help fill in gaps and provide additional insights to build your persona more comprehensively. Information such as media consumption habits, targeted majors / careers being considered, education level and employment information are extremely valuable in gaining deeper insights. For example, did you know that Veterans are 38% more likely to watch television and 25% more likely to read the newspaper than the average U.S. adult (according to Nielsen Scarborough, 2018)? These media channels may seem dated when you are developing your marketing plan to reach millennials – unless veteran student populations are a key audience segment.

Although it may take a bit of extra research and effort on the front end, persona development is a valuable exercise that can pay off significantly on the back end, when your marketing plan, and your budget, is working smarter – not harder – to find the right prospects.

At Furman Roth, we understand the importance of the students’ decision-making process, and our expertise lies in helping our clients take full advantage of strategic opportunities and maximize their brand’s potential. If you’re looking to reach the right audience with the right message, contact us today.

Why are We Dusting Off that Backpack and Heading Back to School?

A survey done last year by Champlain College revealed that 60% of adults have considered returning to college. It is much more feasible now with the offering of high-quality online programs that have flexible schedules. There are many reasons why adults are going back to school, and finding the benefits far outweigh the cost.

Career Enhancement

Out of those adults surveyed, 70% believe that higher education is the secret to career success. Many Fortune 500 companies would agree: offering paid continuing education courses, discounts on partnering college tuition rates, and some even going so far as to require continual renewal of certification courses.

Post-Secondary Degree

Some adults have returned to school for a Masters or Doctorate in their respective fields. For some, they have finally paid off their student loans, or they have become comfortable enough to be able to finance this endeavor. The result can be a higher status in their career, maybe even a promotion, or higher pay grade.

Keeping Up with the Times

The times and technology are constantly changing and many people want to ensure that they are staying abreast of these changes. According to Forbes, many companies are choosing to hire younger talent instead of training employees on new technology and trends. To combat this, workers are staying current by updating their knowledge base with continuing education.

Finishing the Degree

For some adults, going back to school to finish their degree is the goal. This has many benefits including meeting personal fulfillment and that extra push forward that may have been holding them back from a promotion or from applying for a new position.

Changing Career Paths

Other adults are stuck in a career that doesn't suit them and are looking to change their path. A new degree is the perfect way to do that. Learn a new skillset, gain access to career services and a network of alumni, and enter a new career armed with knowledge.

There are so many reasons for adults to return to college. Despite an overwhelming majority of adults citing student loan debt as their "primary hurdle" in returning to school, most realize that the benefits far outweigh the cost. They are gaining new knowledge and skills needed to further their careers and also gaining connections that cannot be replaced.

New Trend in College Admissions: Going Test-Optional

MORE AND MORE COLLEGES ARE GOING TEST-OPTIONAL

Academic institutions, like Barnard and Columbia, are omitting the requirement for standardized tests that measure academic knowledge, like the ACT and SAT, in the interest of increasing racial and socioeconomic diversity.

The question most admissions offices are asking is:

CAN TEST-FREE ADMISSIONS CREATE DIVERSITY AND FOSTER SUCCESS?

A Major Study Says Yes

According to a major study covering 28 colleges and 955,774 applicants:

• Test-optional policies increased application rates 29% for private institutions and 11% for public.

• Institutions with test-optional policies saw more minority applications and acceptances.

• Students who did not submit test scores ended up just as successful as those who did within a few years at a university.

The results of this study are encouraging to universities looking to expand their diversity.

Skeptics Aren't So Sure

Johns Hopkins University Press released a book claiming that test-optional policies do not have direct causation on the increase in college diversity and success rates of students.

According to this New York Times article, decreasing the influence of test scores in college admissions enables unmonitored and highly subjective "rampant grade inflation" at high schools to skew admission rates.

There is also concern that the test was created for a reason: to make sure students can handle the rigors of college. How do institutes of higher learning justify giving high scores weight in whether a student is accepted while ignoring low or absent scores altogether?

THE FUTURE OF THE SAT

With the efficacy of test-optional policies in debate, will the SAT and other standardized tests keep their academic standing as an indicator of college-readiness? Only time will tell, but with the number of institutions jumping on board this trend, there will be no shortage of data to evaluate.

At Furman Roth, we make it our business to stay at the forefront of media and industry trends. That’s because our specialty- higher education- is your speciality.

For information on how to best draw in potential students and grow your university's brand, contact us here at Furman Roth Advertising. We're happy to help!

Press Play: Video Marketing in Higher Education

When there’s an accident on the expressway, the local highway is all but guaranteed to be congested. Hear a strange noise next door? Try resisting that inexplicable urge to investigate. Face it, whether you’re a rubbernecker, tourist, or even a nosy neighbor, knowing what’s happening is nice, but seeing is believing.

When we think about higher education marketing and how it continues to evolve, the power of the visual is equally important—essential to the media mix, in fact. Eighty percent of Generation Z, which is inundated with social media updates, images and “stories” throughout their day, say they use video to help decide which products to purchase.  A whopping 76% consider video as the main content source they can´t live without.

Video not only commands attention and influences decision making - when it comes to social media, it seems it’s also more effective in reaching and engaging target audiences. According to Forbes, 90% of customers say video helps them make buying decisions and 64% of customers say that seeing a video makes them more likely to buy.

In order to cut through all the noise, schools should make a path to connect with their audience through video. We recently filmed a number of videos for Nassau Community College (on a shoe string budget) by using school student extras, our in-house creative team, and shooting enough b-roll in one day to use over several videos. At Furman Roth, we believe that it’s not the size of the budget, but the size of the idea – we are well versed in efficiency and have worked with budgets of all sizes with the same outcome – compelling video that captures the unique spirit of the institution. If you don’t have recent video or exploring video for the first time, contact us today. Take a look at some of our videos here.

From Inquiring to Registration: How to Nurture Your Student Leads

With the number of high school graduates declining, and more and more colleges offering online and hybrid (or other) alternatives to traditional college programs, the higher education landscape is more competitive than ever. Faced with an abundance of options, today’s college-bound students want to know that the expense will be worth it.

For these reasons, it is absolutely vital that colleges remain top of mind with prospects as they research and undergo the decision-making process. Nurturing campaigns keeps you in communication with your prospective students, and, if done well, lets them know that your institution is the right fit. Here are some steps to begin building an effective nurturing campaign.

Collect Data.

In order to effectively engage your prospects, you must first learn about them. Information like intended major, where they live, high school GPAs, and entrance exam scores are data points that can be beneficial in developing a communication strategy built on relevant, personalized content. If you are not currently collecting data on your prospects, a simple Request for Information form on your website is an excellent way to get started!

Customize Your Content.

Once you have the data, put it to use! Customized content is a key factor in providing a relevant, engaging, personalized experience to your prospects. Do you have the students’ intended majors? Send them information about successful alumni in the field, or highlight a key faculty member’s accomplishments. If you have their GPA, you may want to let qualifying students know about scholarships they can apply for – easing the financial burden can be a huge point of differentiation and overcome a major barrier.

 Get the Right Tools for the Job.

Nurturing campaigns can get very complex, but tools like CRM systems and marketing cloud software can make these campaigns not only manageable, but in some cases, downright easy. There is no shortage of systems and software out there, and each has its benefits and drawbacks, so do your research! Remember that the right system has to fit with your institution’s processes, begin mapping out your student journey and enrollment funnel, then find a system to fit, rather than vice versa.

From the initial student inquiry through application acceptance and class registration, ongoing relevant and personalized communication can demonstrate to prospects that you understand and can deliver what they are looking for.

5 Takeaways From The AMA ConnectEd Conference

In its 29th year, the AMA ConnectEd conference is a go-to learning experience for marketers and communications officers in higher ed institutions of all kinds.  Touting itself as “higher ed marketing’s premier event,” the conference promises to “make [marketing in higher ed] easier by connecting you with 1200+ peers who are working through the same challenges” – it did not disappoint.  

Over 3 days, we got to network with fellow higher education marketers and agencies, and learn about the latest and greatest in strategies, techniques and case studies covering everything from boosting enrollment, student engagement, increasing alumni giving and much more. So, what are the top 5 things we learned from AMA ConnectEd? 

1. It is time to stop talking about Millennials.  

In the opening keynote, Wayne Connell of the Washington Post stressed the need to “retool our thinking about generations.”  Pew Research defines Millennials as being born prior to 1997, making the youngest millennials 21 this year. The youngest of this cohort is getting ready to graduate college, with the oldest of this generation in their late 30s. While Millennials may be a target for graduate programs, it is crucial for higher education institutions to understand Centennials, or Generation Z. The first generation of true digital natives, who do not remember a time without internet. There are a number of surprising trends arising with the coming of age of Gen Z, such as a resurgence in brick and mortal retail and a high priority placed on privacy (which is surprising for those that grew up in the age of social media). 

2. Content is king, and video is its queen.  

Content marketing has been a trend for some time now, and it appears to be here to stay. Former US Secretary of Education, Arne Duncan, in his keynote address, discussed the need for honest, organic storytelling relating to the different student populations that are looking for higher education. While the creation of long form videos may be appealing, being able to convey a message in a brief video can be quite powerful, especially in reaching younger audiences. 

3. There is such a thing as too much data. 

Andre Moraes, Principal Analytical Lead at Google, spoke about the difference between data demonstration (“look at all this data I have”) and data visualization (“here is an interesting insight I found”). The job of a marketers is to synthesize this data and use data visualization to break it out into actionable insights that the audience can quickly understand and act upon.  

4. Marketing has become a very technical profession. 

Since students approaching college age are digital natives, gone are the days when the marketing department’s job largely consisted of wordsmithing and laying out mailers and viewbooks. These elements are certainly part of the marketing mix, but students are exposed to so many touchpoints and messages from so many different institutions, how can you stand out from the pack and help prospects understand what makes your institution different? This is where the technical part comes in.  Institutions collect a wealth of data and using this data to understand your best candidates is the key to developing dynamic nurturing campaigns and personalized web experiences. 

5. An agency should be a partner, not a vendor. 

One size does not fit all, especially in higher education. While there are certainly some similarities, overlapping target markets, and shared challenges, a large state university can have upwards of 40,000 undergraduate students, while a small liberal arts college can have as few as 1,000. The marketing and recruitment strategies and tactics that work for one do not always work for another. An agency should take the time to understand your enrollment funnel, your offerings and your challenges and devise a customized solution, rather than a standard package used across various clients. It is important that the agency be agile enough and with the breadth of experience to work with your institution’s unique goals, to use the right strategy and tactics to convey your university’s unique culture to your ideal target student population(s).  

For Higher Ed Marketers, It’s Time To Get To Know Gen Z

For years, everyone's been talking about Millennials, the largest generation since the Baby Boomers. But what about Generation Z? While the oldest Millennials are approaching their late 30's as of 2018, Generation Z will make up almost 40% of consumers by 2020. Now that they are reaching college age, it is vital that institutions of higher learning focus on getting to know Generation Z better.

Generation Z defined

According to Pew Research Center, Generation Z (also known as “Post-Millennials”) includes all individuals born between 1997 and 2010. Their early lives have been impacted by far-reaching circumstances such as the Great Recession, the rise of ISIS, the election of the first black president, and social movements that support populism and marriage equality. Members of Generation Z are true digital natives, comprising the first generation born into a culture completely dependent on technology. Leaving the house to pick up groceries or take out cash from the ATM become rarer as these interactions move online.

“It is vital that institutions of higher learning focus on getting to know Generation Z better.”

Best Practices for Marketing to Generation Z 

In order to launch successful advertising and recruitment campaigns for Generation Z, companies and institutions need to approach this cohort differently than when they advertised to Millennials. By getting to know Generation Z, you'll find that they're more future-minded and financially prepared than many of their Millennial counterparts. Furthermore, having grown up in the digital age, Gen Zers are accustomed to conducting online research and are looking to engage with brands they determine to be authentic and socially responsible. Finally, although they may largely lack financial independence, Gen Z is poised to become the largest generation of consumers, in addition to the impact they currently have on household expenditures (with more than 90% of parents reporting that children have influence over family purchases). In short, these "post-Millennials" are already promising to harness tremendous spending power which they will invest in their educational futures, their lifestyles, and their livelihoods -- so the time to get to know Generation Z is now.

The Parents Pool: Why Market Higher Education to Parents

Parents of today's college-age children are highly involved in many aspects of their life including their choice of school, the admissions process, and the entire college experience. Parents often hold great influence over their student's decisions and expect to have open lines of communication with their child concerning significant choices.

Families represent the largest consumer group today and Generation Z, children born between 1995 and 2009, account for nearly 26% of the U.S. population. This segment of the population represents a consumer market with a current spending power valued at $44 billion a year and will account for 40 percent of all consumers in the U.S. by 2020. The parents of Generation Z, like the Millennial generation before them, are highly involved in the lives of their children and are likely to act as advisers, providing opinions and recommendations.

While Generation Z is the first generation to grow up in a digital world, parents continue to be a major influence on their life decisions. Generation Z generally gathers information from various sources when making a decision, but still relies heavily on their parent's recommendations and recognizes them as the perfect resource.

According to CNN, the funding for a students college education is a combination of scholarships, income, savings, and loans.

“Approximately 23% of a student’s tuition cost comes from their parent’s income and savings. ”

Parents spend an average of $5,500 annually on their child's college education with most of it coming directly from their income, while 13% of them use money from a college savings plan, and 8% using money from other investments or savings plans.

Parents of today's college-age student have a tremendous amount of sway in their child's decisions. Open lines of communication and a willingness of students to seek out and accept their parent's opinion makes parents a prime influencer. Parental investment in the education of their child gives them significant control over the students choice of school, program, and living arrangements, making parents a prime marketing demographic target.

Stemming Tuition Sticker Shock

Regardless of the size, rank or location of a college or university, sticker shock is a very palpable and common concern for prospective students and their families. According to the College Board, the average cost of tuition and fees for the 2016–2017 school year was $33,480 at private colleges, $9,650 for state residents at public colleges, and $24,930 for out-of-state residents attending public universities.

“Affordability is among “the most influential factors when students develop their college consideration lists.”

Stamats 2016 TeensTALK study, confirms affordability is among “the most influential factors when students develop their college consideration lists.”

So what are enrollment marketers to do when undiscounted tuition and fees are published out of context and outside competition is at an all-time high? Don’t hide the ball. Run with it.

Address finances early and often in recruitment campaigns. Direct students to easily digestible information about awards, work study and federal loans in an easy to find section on your website. Invite questions. Communicate directly with parents. Consider communications specifically about completing and submitting the Free Application for Federal Student Aid (FAFSA)—a top enrollment predictor that takes approximately 20 minutes to complete—during recruitment and even throughout yield.

In 2016, Nerdwallet.com reported high school graduates missed out on as much as $2.7 billion in free federal grant money, mainly because of incomplete or unfiled FAFSAs. Confusion about the process or perception about not being eligible for federal aid are cited factors that led to the lack of applications.

Don’t hesitate to make use of a number of free resources made available in the DOE online Financial Aid Toolkit, including handouts, videos and infographics. There’s even more educational content available across DOE Facebook, Twitter and YouTube accounts that’s designed for social sharing.

Refer students and parents to your cost of attendance calculator so they gain a better understanding of their estimated net price—the important number. The reported "cost of attendance" is rarely what students actually pay.

Let them know—more than once—because confusion about costs shouldn’t stand in the way of recruiting the best class possible.

How To Do Higher Ed Diversity Marketing The Right Way

Recruiting a more diverse student body is one of the more common priorities popping up on universities' strategic plans today. In the latest in a series of published reports, this month an article in The Atlantic shined a light on how high school graduate demographics are shifting from being around 70% Caucasian today to closer to 50% by 2030.

Huffington Post, Inside Higher Ed and numerous others also confirm that, while demographics are changing, universities should be very thoughtful about how they adapt to enroll a more diverse student population that reflects of our broader society.

Luckily, modern enrollment marketing is as nuanced as it is complicated. Big data allows for very creative segmentation, while the expansion of digital media enables colleges to target prospective students that were difficult to reach before.

“Universities should be very thoughtful about how they adapt to enroll a more diverse student population that reflects of our broader society.”

But if you want to recruit a student body that’s more inclusive than the one you have today, think about how you want to address diversity—ethnic, racial, economic, geographic, etc.—in your messaging and on your campus.

How have you positioned diversity on your website? Are your faculty and staff diverse? What services do you have specific to those students who are the first in their families to attend college? Will minority students actually feel at home on your campus? The answers to these questions and more can shape a very powerful narrative and, more importantly, one with greater potential for success. 

The goal of a more diverse and culturally rich academic environment is a noble one. Just be thoughtful and authentic when you have great stories to tell.

University Apps: a Campus in Your Pocket

Time magazine recently proclaimed smartphones "the new backpacks.”  Indeed, with note-taking apps, recording apps, and research apps, today’s college student likely feels as naked as a campus streaker without his or her smartphone.  Nearly gone are the days of massive physical textbooks and backpacks bulging with papers.  

While some voices of academia continue to bemoan the ever-presence of technology in the classroom, universities have begun to embrace the medium of smartphone apps.  They can range from simple homework and grading platforms (think “Blackboard” to go), to university-wide social media sites.  In some cases, the social media apps are too popular among co-eds: Florida A&M’s app “Yeti – Campus Stories,” has recently come under fire for a lack of regulation of explicit sexual content, including an assault.  

Of course, plenty of campus apps find a balance between the cachet of a social component and the functionality of a class component. Many universities have successfully cultivated a smartphone presence, offering the benefits of a campus community with pocket-size portability. Here are a few worth noting: 

University of Virginia: UVA’s “The Good Old App” employs “augmented reality technologies,” in order to create a comprehensive experience for users.  Users on campus can tap into restaurant listings, directions, and even security escorts back to the dorm.  Arguably the coolest feature is that you can snap a photo of a building or landmark on campus and receive information about it.   
 Ohio State University: The Buckeyes were early on the trend, and their mobile app has, for years, offered all sporting event information, course communication, campus announcements, and a photo sharing feature that has become popular for alumni across the globe. 

MIT: As you might imagine, for a school that offers courses in app creation, Massachusetts Institute of Technology has an expansive app that provides the usual services (courses, restaurants, announcements), but also offers a self-guided campus tour, top news, and access to campus librarians and maintenance help.  

Harvard University: Harvard actually has a slew of mobile apps, from the standard campus app, to Harvard Virtual Tour, to the Arboretum Explorer (featuring plant identification tools), to Shoestring Strategies, a budgeting app created by Harvard undergraduates.  Ever the overachievers!  

…And there are many more.  It’s worth a quick search to find if your current academic home or alma mater offers an app of its own. 

4 Ways to Reach Prospective Grad Students

A smiling, polite High School scholar brandishing a diploma and flanked by Mom and Dad may be the ideal target audience for undergrad admissions marketing, but creating a clear picture of the prospective grad student is more challenging.  While plenty of graduate applicants are still fresh-faced twenty-somethings, many are seeking a second career, juggling children at home, or pursuing a passion that they’d previously shelved.  Here are key points universities would be wise to consider when creating marketing content to attract the amorphous grad student audience: 

 1)    Know thyself:

With an understanding of a university’s strengths and weaknesses, you can better allocate money in the budget to bolster certain programs.  A Harvard MBA sells itself, but often schools continue to mail out literature about their most famous programs at the neglect of their unsung academic heroes. 

Cross-promoting less illustrious programs at the same university could attract a greater number of applicants.  For example, if the Iowa MFA webpage provided links to information about the school’s PhD in English Lit, applicants would be enticed to apply to both. 

 2)    Clearly shape the conversation about finances:

Prospective grad students have been consumers longer than undergrads, and further, they are much more likely to be spending their own money rather than their parents’. 

 Give premier real estate in web content and advertising to the most promising scholarships and fellowships the program has to offer.  Offer to assign prospective students individual financial counselors for further questions.  If the program in question isn’t well-funded, have confident answers at the ready and the data to back them up. “Yes, while the program costs $30,000 a year, the average graduate of our program lands a job making $60,000 their first year out, so any loans could reasonably be paid off in a couple of years.”  Avoiding financial conversations makes savvy consumers wary.  

3)    Consider target audiences:

Whether it’s a specific field that is particularly prone to having turnover—like publishing, for example—or a specific demographic ripe for considering higher ed—like recent veterans—do your homework on not just who may be a good fit for your programs, but how they might finance it.  While the new GI Bill is often used for undergraduate education, it is also applicable to grad school doing the research for specific prospective student groups makes them all the more likely to apply.

4)    Promote your University’s lifestyle:

Certainly, adding flavor and color to the landscape of the university does great work to woo undergrads and grad students alike.  For example, some undergrads are drawn to Tulane University for their emphasis on New Orleans itself: the restaurants, the music scene, the surrounding regional charm. 

Grad students are more likely to ask questions like: Is the university in an area with good public schools for children?  Is grad student housing available for couples and families?  Is this a program that can largely be completed at night, or remotely?  Could I feasibly finish the coursework while working full time? 

Consider the myriad lifestyle concerns that will impact the choice of prospective students when drafting marketing content.  The program may be ranked impressively by the Princeton Review or have a celebrity visiting professor, but certain applicants will be better swayed by the campus fitness facility and the flexible hours. 

4 Tips for Higher Ed Content Marketing to Millennials

The problem of marketing to a younger generation isn’t a new one.  While millennials only make up about 10% of general consumers, they (and their parents) are the primary market for Higher Ed marketing.  So, how and where do we reach them?

 1)    Strategy across social media platforms:

While everyone is familiar with Facebook, millennials actually have been leaving it for other, newer, mediums: Instagram and Snapchat, among others.  Facebook can still be useful marketing tool, but a stagnant university “fan” page and typical ad content isn’t going to do the same work as a more personal approach.  (Native content is a buzzworthy phrase for a reason.)

 Also consider how product placement can benefit your brand, whether in traditional outlets like television, or in the form of viral videos or web shows.  Studies show that millennials are especially susceptible to product placement, because they are so used to its ubiquity.  So, while there’s a 98% chance somebody paid a celebrity to wear that Yale hoodie in their music video, millennials are likely to simply take in the image, rather than question its authenticity.  

 2)    Don’t try too hard:

 Learn from missteps made by others: young people have a curated concept of “cool” and will call out brands that are phony.  When McDonald’s tried to coax an indie band to play free under their banner at SXSW, they were blasted on social media and lost a lot of millennial customers. The same holds for schools: if partying is your “thing” (I’m looking at you, LSU), then by all means, make that clear to your prospective students.  But if your institution is better known for excellence in the arts, don’t try to sell millennials on its “coolness”: you’d fare better being straightforward and true to your culture.

3)    Money talks:  

Millennials, and of course, their parents, are more aware of the danger of the student loan crisis than any previous generations.  Devote valuable content space to explaining scholarships and fellowships available, built-in benefits, and plans for students to finance their degree.  (Initiate and control the conversation about finances so that prospective students and their parents realize their options when they look up your university’s tuition.)

4)    Diversify your strategy:

Focus on reaching millennials where they live: on the internet.  Social media, TV, and non-traditional media outlets are all necessary to reach prospective undergrads.  But if their parents are footing the bill, it may make sense to additionally mail traditional promos to homes, knowing it is more likely to reach the parents than the students.  The same remains true for outlets like NPR and newspapers.  If the message of your university is carefully planted in the minds of students and parents alike, your university won’t only have an enthusiastic upcoming freshman, but a mom and dad who are happy to foot the bill.     

The College Research Game

When the school year ends and the weather heats up, students across the country look forward to backyard barbecues, family vacations and sleeping way past noon during their summer break. For many, summer is all about fun in the sun and spending time with family and friends. But for today’s high school students and their parents, the summer before senior year becomes all about the college application process.

Ample free time in the three months off from school allows rising seniors to put more time and energy into gathering information about their prospective higher education goals, and now, more than ever, much of the college research process occurs via digital media.

According to a Pew Research study, 95% of teens (between the ages of 13 and 18 years old) are digital media users, many of which are on Facebook and Twitter. New data on the digital media habits of students from Genius Recruiter suggests that 72% of students followed or liked a prospective university’s Twitter feed or Facebook page and 97% visited the university’s website. The five most viewed features on a school’s website or digital media platform: majors and minors, photos of the campus, curriculum details, residence life and class information. The study also showed that YouTube is one of the top three digital media channels used in the college research process.

Now, Facebook, Twitter and YouTube (among others) offer native advertisements in the form of promoted posts, tweets, trends and video clips to advertise to what they call “tailored audiences.” These posts are targeted to users based on their interests and activities, and using data acquired from their conversations, profiles and behavior.  The digital media users are the ones being sold, without even knowing it – reminding us of the old adage that nothing in life is really free. Digital media companies sell advertisers demographic information and browser data to show users ads that directly relate to the sites they've recently visited – in this case, universities.

Two-thirds of students say digital media engagement influences their college decisions.  So, in order for universities to compete for prospective students’ attention, they have to play the marketing game the modern way. It is almost a prerequisite for higher ed. institutions to have a digital media presence and for their information to be a “like” or re-tweet (RT) away.

[For more information on higher education and its advertising possibilities, contact Jacki Friedman here at Furman Roth Advertising.]

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