Published on February 18, 2014
Leveraging Digital Marketing Campaigns for Prospective College Students
This presentation provides insights and data on how Young Adults respond to media and how they approach the internet so that you can best maximize your online college recruitment efforts
Effective Marketing Objectives - Young Adults • Engage with the social media Young Adult community by creating more branded content in order to drive conversational capital. • Maintain a messaging and tactical platform that reflects and integrates Young Adult lifestyle activities. • Engage with Young Adults through content and executions that resonate with their lifestyle and core values and goals for the future. • Solidify the institution’s brand reputation and appeal to the target.
Young Adults - Target Insights • Passionate; hold strongly to their values. • Want to be heard, contribute opinions and make an impact. • Constantly connected, using multiple devices at once. • Current, relevant, always know what’s popular at the moment. • Digital natives; grew up with technological innovations. Comfortable with changing technological advances. • More optimistic, confident and open-minded than previous generations.
Young Adults - Multicultural • Multicultural core values include: identity expression, celebration of life, personal empowerment and community sensibility. • 29% identify as “True Multicultural”, where they place a high value on their own culture but are equally open to and interested in other cultures. * • To drive relevance, brands should focus on inclusive diversity and points of convergence across cultures. • Take advantage of the current cultural transition.
Young Adults - Social Media Trends
What Drives the Young Adult Social Media Consumer? • Social Media Trends • What are they doing? • Mobile Trends • New Platforms • Privacy
Social Media Trends • Over 89% of Young Adults use social networking sites, increased from 79% in 2011 • 75% of the time Young Adults are online they spend social networking. • Time spent in social media has increased 35% year over year • Facebook down 9%, Instagram up 5% and new micro blogging has become a social media staple Source: Pew Research Centers Internet American Life Project tracking surveys 2013
By the Numbers * Change in Time Spent on Facebook by US Facebook Users** *Source: Gary Tann, April, 2013 ** Source: eMarketer, June 27
What are they doing? • 91% •4 of image posts are photos of themselves in 10 post or share news/media links • 47% rely on social media to manage their social life and stay in touch with their friends Source: Pew Research Center’s Internet American Life Project tracking surveys 2013
Mobile Trends • 79% of 18-24 own a smartphone. • Cell owners ages 18-29 are the most likely of any demographic group to use their phone to go online: 85% of them do so, compared with 73% of cell owners ages 30-49, and 51% of those ages 50-64. • 50% of young adults aged 18-29 say they use the internet mostly on their mobile phone. • 60% of Facebook’s users are mobile only • By the end of 2013, there were more mobile devices on Earth than people. Source: Pew Research Center’s Internet American Life Project tracking surveys 2013 Source: Cisco, 2013
Privacy • Young Adults care about privacy, but from those who have immediate power over them - parents, teachers, college admissions officers etc. • 78% of users aged 18-34 expressed a wish for privacy • Newer platforms are appealing to teens because they’re new and they’re providing a way for them to compartmentalize their more interestfocused interactions with smaller groups of people.
“Hot” Platforms with Young Adults 1. 2. 3. 4. 5. • • • Tumblr (micro-blogging) Instagram (image sharing) Snapchat (image sharing/chatting) Twitter The Chive Tumblr is the favorite social media site among young adults: 61 % Nearly half (43%) of cellphone owners age 18-29 use Instagram As of April 2013, the number of photos shared daily on Snapchat averaged 150 million, up from 50 million in December 2012- a surge of 200% in 4 months.
Sample Integrated Social Media CampaignAnchorman 2 • This social media campaign is designed for maximum permeation with an emphasis on consumer participation and engagement. • Largest film partnership in history with Tumblr, the enormously popular blog site, rolling out a large selection of GIFs related to the film. • Holding a social media casting call billed “Join Ron’s News Crew,” which will allow people to audition for the positions held by Ron Burgundy’s news team by employing a series of tailored Twitter hashtags. • Dodge’s viral partnership with Anchorman 2: The Legend Continues has been a massive success, 59% sales spike in October 2013. • By allowing viral social media to drive a campaign rather than to just exist as a byproduct, this fascinating new marketing model allows for greater consumer engagement with their product.
Opportunities • Embrace new technologies • Leverage mobile platforms • Accept that the channels change constantly • Develop content that is relevant to each SM channel
YouVisit’s full-screen tours can be accessed across multiple platforms including YouVisit.com, college websites, Facebook and mobile devices. Be sure to engage prospective college students by implementing your institution's Virtual Guided Walking Tour into your 2014 Social/Digital campaigns.
That’s all folks!- Thanks
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