The Whipp Blog
Sure, there are a million things you need to do in 2013 to improve your admissions marketing for recruitment. Lucky for you, we narrowed your “to-do” list down to these two important areas on your website. Focus on these two steps and leave your competition in the dust.
1 Don’t ignore the analytics
99% of your web traffic leaves every day without making contact. Modern analytics can provide data about everything from lead identification to user demographics; meaning you can immediately start making great use of analytics from online tracking.
With low conversion rates being the norm for most colleges’ websites, it is absolutely necessary for a college to pay attention to the number of prospects and followers they have online and identify who they are. Analytics, used properly, help colleges find future students in all areas of the decision funnel, and nurture those followers into future students.
The analytics that are of particular interest to us are the topics that the prospects are interested in, thus identifying the content. In our content planning for colleges, we segment content into the three areas of the decision funnel and then use that to measure prospect interest. From that analytical information, we segment and build our email lists. We call these smart lists, as they consistently get higher open and click rates-all from properly using analytics. Most colleges use Google Analytics (a great tool). But the world of analytics can be complicated, if you do not know how to use it properly. To help simplify this complicated process, we use analytical tools that are more user-friendly and can help you quickly focus on what key performance indicators are most important to your recruitment efforts.
2 Have a content strategy
Most colleges have Facebook and twitter in place, but if your interest is in future students and recruitment, a different strategy may be called for. Start by focusing on an admissions blog. To build that out, a content strategy is paramount to attracting the right prospects to your college. First, you need to understand the decision funnel and what content fits into each of the three decision categories. Once you have that mapped out, focus on what makes your college and campus unique. What types of students do you want? Write to them. Once you get the blog established it is time to expand that content strategy to your other social media platforms. A good content strategy combined with the proper online forums is an important step in getting ahead of your peer competition.
Andrew and Ben Schultz are the owners of Andaman Pictures and have worked with us on numerous videos over the last few years. We love their angles and eyes behind the lens. They talk about their experiences working with the Whipp team and answer the BIG question...What is in the box?
"Can you give us a Sherlock Holmes theme that is bad ass and doesn't require us to dress up in hats and capes?" ...That was what Southeastern Products asked us to do for their presentation for StorePoint 2013, a major industry trade show in Texas.
This is what we gave them.
Designed to appeal to first generation college student prospects, who may not graduate at the top of their high school class, this commercial counters any potential argument that a student might feel like their not “good” at school.
Spartanburg Methodist College takes the view that you were born to learn, but that doesn’t mean you were born to spend your life on a plastic chair in a beige room waiting for your name to be called or your test to be graded. SMC points out that you’ve never stopped learning, inside or outside the classroom. You are constantly growing and making connections naturally through activities and challenges that are relevant to you, personally. And now that you get to choose how you’re going to continue your education, you can choose a school that’s built around you.
Spartanburg Methodist College’s courses are taught the way you were meant to learn. Curiosity. Surprise. Relationships. Achievements. SMC believes these are the things that define you, and the tools they use to create hands-on experiences truly mean something to you. The result is a highly individualized education that’s never mass-produced.
You would think that someone who creates for a living wouldn’t still sketch for relaxation, but Chris Brantly, Whipp Owner and Creative Director, does. Interestingly, he told me today that he likes to create his sketches in Illustrator. He’s inspired by detailed images that are composed of many layers, such as the ones found in The Sartorialists, a book he keeps on his desk.
Recognize this image? These two little girls were the start of a recent Internet trend. At Whipp, we realize that some of the buzz of asking for 1 million likes has now become inappropriate and far-fetched, but it didn’t start out that way.