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About GDA Integrated Services Market Research Telemarketing Integrated Marketing Plans Direct Mail Integrated Communications Website Design Electronic Communications “Guaranteed Visibility” GDA Integrated Services is a market research, consulting and services firm specializing in customized, integrated marketing solutions to help colleges and universities compete successfully for students, funding and visibility in the 21 st century. Services include:

About GDA Integrated Services

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About GDA Integrated Services. GDA Integrated Services is a market research, consulting and services firm specializing in customized, integrated marketing solutions to help colleges and universities compete successfully for students, funding and visibility in the 21 st century. - PowerPoint PPT Presentation

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Page 1: About GDA Integrated Services

About GDA Integrated Services

Market Research Telemarketing Integrated Marketing

Plans Direct Mail

Integrated Communications

Website Design

Electronic Communications

“Guaranteed Visibility”

Printed Communications

Public Relations Counsel

Video Production Fundraising Communications

GDA Integrated Services is a market research, consulting and services firm specializing in customized, integrated marketing solutions to help colleges and universities compete successfully for students, funding and visibility in the 21st century.

Services include:

Page 2: About GDA Integrated Services

2006 Tri-State Conference

Integrating Print and Electronic

Communication Flows

Presenters:Christopher SmallJonathan Steele

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How Do Students Communicate with Colleges?

GDAIS conducts on-going research with college bound high school students from the applicant and inquiry pools of colleges and universities across the country in order to find out how students approach the college search process.

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When do students begin their college search?

Before their senior year: 95%Before their junior year: 58%Before their sophomore year: 20%Before entering high school: 2%

How have students received most of their information about colleges?

Information mailed to their homes: 51%Internet: 46%College fair/night: 12%Visit to campus: 9%High school guidance counselor: 6%College guide book: 6%

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Which format do they find most useful in their college search?

Paper: 51%Electronic: 35%Both equally: 14%

Which format do they prefer to use in their communication with the admissions office?

Paper: 44% Electronic: 42%Both equally: 14%

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Students described how they were most likely to contact a college in which they became interested:  

  Very likely

Likely Not likely

A college's Website 42% 47% 11%

A college search Website 39% 40% 21%

An e-mail to the college 32% 46% 22%

A letter or postcard to the college

25% 31% 47%

A telephone call to the college

6% 29% 65%

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Who is listening?

As many as 75% of most colleges’ inquiries do not realize they are even in your inquiry pool.

Fewer than 20% consider you among their top five choices

One in ten is a realistic applicant

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Interpreting the ResearchStudents are starting the college search earlierMore students are using the Web for college information and skipping traditional communication patterns Students still like to read print publicationsElectronic is quickly catching print as the medium of choiceColleges need to develop a 24 month integrated print and electronic communications planPay attention to those who are listening to you

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Don’t be afraid to promote the distinctiveness of your institutionFocus on features and benefitsTiming is everything

Investment benefitsConsumption benefits

Getting MORE from Your Communication Flow

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Keep messages clear and conciseLimit messages to one at a timeDon’t be afraid to repeat messagesIntegrated print and electronicAlways have a response mechanism to see who is paying attention - The bounceback principleRespond quickly to those who respond to you Develop ways to measure the effectiveness of every communication deviceDon’t forget the phone!!!

Getting EVEN MORE from Your Communication Flow

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Too many audience constituenciesInternal vs. ExternalNavigationAnonymity (post and pray)No follow-through

Solutions:Use e-mail to make communications active (rather than passive)Single-Message Mini-websitesCapturing Data

Problems with College Websites:

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Encourage them to respond:Call to action – in print and onlineHave them log inPay attention to what they sayFollow up

Develop one-to-one relationships:Don’t smother them with automationMake it personal

Chat with themCall themSend them personal notes

Communicating with Students: Develop a dialog

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Mix official and unofficial sourcesCoordinate print with electronicFocus on single messages, and use timing to tell the storyAlways include a Bounceback mechanism

Out-bound Messages

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Segment your audience constituenciesDrive them to your Website with e-mail – the Bounceback PrincipleGuide them to the messages YOU want them to hearDevelop a series of single-message communications, spool them out over timeTrack their progress and get feedbackMeasure your results and adapt

Communicating with Students: E-mail

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E-mail is cheap – too cheap, (we’re bombarding students)CAN-SPAM, blacklists, and whitelistsSender ID and SPF – Doesn’t that have something to do with sunscreen?G-mail: Google enters the scene with e-mail, IM/Chat - Are you ready?

57% from Hotmail27% from Yahoo16% from AOL, MSN, and Comcast (per Return Path)

The Pitfalls of E-mail

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Instant Messaging is growing exponentially as a communication mediumOnline Chats vs. IM: host them on your site or join the students on Yahoo, AOL, and Gmail?Blogs: helpful or harmful?Podcasts: build these on content (don’t make a blah-cast)RSS: the new way of delivering web contentSocial Networking: facebook.com, MySpace.com (WOM Marketing in the digital medium)Where we’re headed:

Increased customizationContent on demandData management will be critical

What’s Next

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Keep an eye on these trendsStudents will adopt new technology fastestThey expect and demand colleges to keep up

Don’t lose focus: the old rules still applyBuild a communication flowMake your case over timeUse a mix of print and electronic communicationRepeat messages until it hurts!Get feedback from students and tailor your appealIt’s still about people: personal connections and good stories

Great, now I have a headache…

Page 23: About GDA Integrated Services

GDA Integrated Services33 Main Street, Suite FOld Saybrook CT 06475

860-388-3958fax: 860-388-0595

[email protected]

THANK YOU