Marketing College to Millennials: Our Poll Results

Paul Davis

We conducted a short survey a few weeks ago designed to determine who has the greatest influence over a prospective student's choice of college or university. Many participants asked us to share our findings.

We have developed a marketing product for colleges and universities, designed to provide an edge when recruiting the best and the brightest prospects. We began with an understanding that students, particularly Millennials, want sincerity and credibility from those who promote academic institutions. These prospects are, by nature, skeptical of a traditional "pitch" by admissions staff and internal marketing teams.

We needed to conduct research to support those views. The data we have collected support that premise.

Our first chart shows preferences for obtaining scholastic information. Nearly 45% of respondents said they wanted to receive information from current students and/or alumni. Other traditional sources of information, such as admissions departments (23%) and marketing teams (3%) proved to be less relevant to the decision making process.

To obtain greater insight, we also asked respondents to tell us which group would have the most credibility. The results were more pronounced; more than half of the participants endorsed the credibility of current/past students. Staff in admissions (15%) and marketing (2%) trailed significantly.

So what's next? We have developed a process that leverages a university's most underutilized marketing asset: students. We recruit, train and oversee an autonomous team of student bloggers who, in turn, chronicle their educational experiences. Our independence from the university allows us to provide an unfiltered look at college life in a way that develops bonds with prospects and establishes credibility with recruits.

We can work with your university or college admissions staff to develop goals and objectives, along with metrics and targets to gauge our progress.

Our system has a proven track record. We have written a number of blogs highlighting how we developed a student-run social media platform at the Wake Forest University Schools of Business. Another related blog can be found here.

In 2009, we built a series of social media communities for Wake Forest. Within three years, the student-run blog had generated more than 40,000 page views, while the Twitter feed amassed 2,000 followers. TopMBA.com recognized our Twitter account as "a highly entertaining feed that gives great info about the [Wake Forest] MBA program and latest alumni news."

Our Facebook group collected more than 1,000 members - in the first six weeks. We also handled social media for two annual events that generated more than 100,000 page views.

We are excited to discuss ways that we can provide similar exposure for your university. We also offer similar programs for businesses and nonprofits, with services ranging from consultation to day-to-day oversight of a social media strategy. We can also research and develop a social media platform tailored to your needs.

For more information, contact us at (336) 852-9496 or email at pdavis0001@hotmail.com.

A Study in Unintended Consequences

Photo: www.news-record.com

When considering change, it is always a good idea to think ahead and properly game plan for any unintended consequences.

I noticed an interesting article in the local newspaper this morning. The Greensboro City Council is considering a plan to rename a long section of highway, changing what is now High Point Road and Lee Street to the more uniform Gate City Boulevard. Council voted 5-3 for the change, though another vote is scheduled for next week.

At first look, it seems to make sense because the corridor unexpectedly changes names near the Greensboro Coliseum. One minute you are driving on High Point Road and then, boom, you suddenly find yourself on Lee Street. The corridor also has a long history of impoverishment and crime. For instance, the city worked hard for years to remove the less than reputable 'saunas and spas' that were dotted along Lee Street just outside of downtown.

But the proposed named change will reportedly cost taxpayers $130,000, which is basically the expected cost that the city and state would incur to change street signs in the area. That issue alone is sure to rankle folks who advocate fiscal responsibility from government officials.

The unintended consequence involves business owners with stores and shops along the corridor. According to the article, more than 2,000 people signed a petition fighting the proposed name change. Their argument: it could cost individual business owners thousands of dollars to change their own signs, business cards and other location markers. Good point.

City council, I believe, failed to appropriately anticipate this backlash. But what they have done differently?

A decision tree would have been a good place to start. The city manager should have sat down with city council and mapped out the groups that would have been impacted by the proposal, branch out various reactions, and developed a proactive strategy for addressing each outcome. Perhaps city officials could have met with those 2,000 petitioners, or set up a meeting with the man behind the petition, to discuss risks and returns.

Maybe this actually took place ... the article makes no mention of outreach. But it is an excellent cautionary tale for people who are running businesses, planning new ventures or just want to relate better to others. Game plan. Look at possible outcomes. Prepare accordingly.