Weekly round-up 5.13.11
“When I talk with admissions leaders, cabinets, or boards, everyone wants to talk about what separates them from the school up the road. Yet, most schools tend to look and sound like the school up the road. It seems like schools that are trying to be all things to all people are the schools that are having enrollment challenges. … Powerful positioning and marketing starts with a fair amount of authenticity, self-awareness, and self actualization. It’s then followed-up with research, clear communication, and having the kahunas to tell prospective families that you might not be a good fit for them.”
“Many of the notes and results point to Facebook being the big gorilla in the room. With almost everyone having a Facebook fan page it was also interesting to learn that the average number of likes on that fan page was 11,471 (median of 3,464). It’s hard to get an exact count on the number of Facebook groups but with some data massaging and guessing out of the 94 schools who gave us data the average number of groups/pages was over 250 (median of 14).” Full report here.
“On Saint Augustine College’s Facebook Page, there has been reaction to the story on both sides of the fence, but the majority of wall posts have been criticizing the school’s decision on the matter.”
“We also recommend that marketers: avoid overly long subject lines because they push the body copy down; reduce email file sizes so they load more quickly on mobile devices; use call-to-action links and buttons that are at least 30 pixels large, with 10-15 pixels of padding.”
“Is your school using Twitter to its fullest potential? I recently spoke with several colleges and universities that are doing great things with Twitter and published my findings in a white paper. Through my research, I noticed several things that separate the top schools from all the rest. If your school can make any of the following statements, you are missing key opportunities to leverage Twitter.” White paper here.
Reduce the bling; purpose should be a guiding principle of design; allow users to read; highlight quality and relevant information for viewers; satisfying web experiences rely upon focused attention; effective design and good business are not mutually exclusive.
“So what do you say we just agree that your audience is trying to view your content via mobile and save ourselves the debate about whether or not it’s happening? Because it is happening, you stubborn fool, and you need to optimize for it.”
“When Apple unveiled the iPad just over a year ago, publishers had high hopes that it would finally bump e-textbooks into the mainstream. But while the Apple iPad and computing tablet kin have made rapid gains on college campuses, printed textbooks are still alive and well thanks to a boom in rentals, according to a new survey from Student Monitor.”
“Most websites are more complex than they need to be.”
“As you strive to get found by prospective families you should start trying to optimize your school website, school blog, and social media channels for search engines. In order to optimize you should create content and emphasize words in your content based upon the words that you wish to be found for – those words are long tail keywords. So what is a long tail keyword? Quite simply, they are a string of more specific keywords.”