Welcome

Ok Google. How Do We Get More Students?

Mary DeLuca, Interact Vice President Welcome & Introduction

Tatiana Schafer, Google, Strategic Partner Manager Education Insights & Student Journey

Amy Hazlehurst, RL Senior Internet Marketing Consultant ReachLocal & Interact Partnership

Erin Green, ReachLocal Director, DMS Enablement Understanding & Capturing Students Today

Chris Walker, Interact Vice President Communications,Case Studies & Wrap Up

Agenda

ReachLocal & Interact Partnership

Amy Hazlehurst - ReachLocal

A Little Bit About Interact & The ReachLocal Partnership

• 2 Industry Powerhouses With One Unified Goal

• We offer the best community college marketing firm (Interact), partnered with the best digital media placement firm (ReachLocal) in the country.

• We don’t like or accept mediocrity. You shouldn’t either.

Googleplex Marketing Conference March 2019

We Focus BeyondStrategy to the Media Buy… And Beyond the Media Buy to Enrollment Growth

Our Partnership Together…

• 1800+ Digital Campaigns Ran With Interact & ReachLocal Clients

• Full Creative & Strategic Support

• Partnerships With Top Publishers & Extensive Certifications

• Digital Campaigns Performance Exceeds Most Industry Benchmarks

Understanding & Capturing Students

Erin Green - ReachLocal

The Futureis Now

Technology

None of This Is Exceptional to Gen-Z

1995 1998 2002 2004 2005 2007 2010 2012 2014

Age of Oldest Gen Z

1 5 7 8 10 13 15 17

Source: Kantar Consulting

What We'll Learn

Show Gen Z You UnderstandCommunicate value by signaling you really get them.

Be a Trusted Resource

Speak their language and arm them with tools to succeed in today's world

Communicate EffectivelyHow to break through the noise and be heard across platforms

Anatomy of Gen Z

27% OF THE US POPULATION OVERALL

86.6 MILLIONTOTAL

POPULATION

BORN

1997 - PRESENTAGES 0 – 21 IN 2018

4 GENERATIONS IN THE WORKFORCE

Who Is Gen Z? 6%ASIAN

AMERICAN 2%OTHER

16%AFRICAN

AMERICAN

51%NON-

HISPANICWHITE

25%HISPANIC

Source: Kantar Consulting

Generation Z1995-2005

Millennials1981-1994

Generation X1965-1980

Baby Boomers1946-1964

60 millionWill account for 20% of the

U.S. population in 2020

75 millionWill account for 50% of the workforce in 2020

66 millionWill account for 20% of the

workforce in the U.S. in 2020

74 million and decliningWill account for 22% of

the U.S. workforce in 2020

• Grew up surrounded by technology• Barely remember 9/11• Shaped by mass shootings and

helicopter parents• Grew up in a time of economic,

political and social change• Ages 13-23

• iPhone generation• "Peter Pan generation,”

delaying adulthood• Creators of the sharing

economy• Financial habits shaped by

2008 financial crisis• Social media• Ages 24-37

• "Sloan Rangers", "Yuppies"• Average 7 career changes in

their lifetime• "MTV Generation"• "Late to marry, quick to

divorce"• Independent, resourceful, and

self-sufficient• Ages 38-53

• The first TV generation• Experienced two-income

households• Lived through JFK and Martin

Luther King assassinations• Strong work ethic and goal

oriented• Ages 54-72

Source: http://fourhooks.com/marketing/the-generation-guide-millenials-gen-x-y-z-and-baby-boomers-art5910718593/

Tragedy

Events that Have Shaped Gen Z

Government• No child left behind• 2008 financial crisis• Elections of Presidents Obama and Trump

Media• Reality television explodes• The rise of streaming• Social media celebrities

Technology• First generation with computers in the classroom• Facebook, Twitter, Instagram etc.• The rise of text messaging

• Parkland and Newtown shootings• Death of young celebrities (Mac Miller)

March2003

Dec2019

Growing Up Fast

17

13

1900 2008

Average age of puberty among American girls

1984 1992 1999 2008 2012

64% 68%74%

82%78%

% of 9 year olds who were given homework yesterday

Source: Kantar Consulting

Lifestage Barriers Dissolving

Childhood Tween Years Teen Years Adulthood Childhood Tween Years Teen Years Adulthood

THEN

NOW

Source: Kantar Consulting

Saying that you're a Top 10 program means less than ever. Prestige means less. Trust and feeling understood means everything.

Takeaway: Show Them You Understand

#beauthentic

Your Brand Can Start a Conversation

Use an Authentic VoiceMessages & Images That Show the True You

Mindset

Views on College College

BoomersCollege was a choice. You could be successful

with or without a degree

MillennialsSomething aspired to. It was more a question of

where you could afford to go

Gen ZIt's one of many options.

Gen Z is fearful of the implications and looking for their

path to success

Students are far more likely than in the past to report being depressed, anxious, lonely, and plagued by stress

The Number 1 issue reported by many members

of Generation Z involves mental health, with fully 70 percent of respondents to a recent survey reporting that

anxiety and depression were a major issue among

their peers 0% 20% 40% 60% 80%

Anxiety and Depression

Bullying

Drug Addiction

Major Problem

Source: https://www.insidehighered.com/blogs/higher-ed-gamma/are-colleges-ready-generation-z

Slide on automation taking jobAutomation is the Future

But what about the job market?

Do well inschool

Behealthy

Be moreself-reliant

Staypositive and

upbeat

Lookgood

Make a lotof money

Define what I stand for

Have thelatest

technology

Have thelatest

clothes

Get a lot oflikes/follows

on socialmedia

Drivechange in

society

97%

86%82% 79% 77% 76% 75%

65% 61% 60%

44%

Pressures Affecting Gen Z

Source: Kantar Consulting

Approximately 75% of Gen Z say there are

other ways of getting a good education than

going to college

Source: http://www.businessinsider.com/forget-millennials-here-are-8-things-to-know-about-gen-z-2017-7

Takeaway: Be A Resource

College is no longer the default option. Students are facing major problems coming into college and it's a very complex and stressful process

Saying that you're great won't cut it. Give them to tools to succeed.

#beuseful

Be UsefulCreate Conversations That Matter

Be Useful

Be Useful

Be Useful

Connected

Remember when we used to say "brb" when we were online?

We don't say it anymore. We no longer leave. We live here now.

Students“Online almost

45%

constantly.”Source: Ad Week 2017

Target TomorrowThink like Gen Z

“Please call me”

“Here’s an article I thought you’d

like”

“I’m so proud of my grandkids”

“Snap what?”

“Can you pick the kids up”

“Let’s schedule a meeting”

“I have thoughts about that article

you shared”

“My kids like the filers”

“Who’s going out tonight”

“Where’s my Amazon package”

“Here’s an articleI have feelings

about”

“Check out how much fun I’m

having”

“This is just a login for other apps”

“Hi, Grandma”

Boomers Xers Millennials Gen Z

Texting

Email

Facebook

Snapchat

Source: Kantar Consulting

Gen Z is Communication Efficient in So Many WaysGen Z, unlike Millennials, feels that typing and texting is inefficient. Therefore, they’ve developed their own language.

Source: https://socialmediaweek.org/blog/2017/07/emoji-facts/, https://socialmediaweek.org/blog/05/crowdtap-brand-emoji-index/

How High School Students Spend Their Time

Source: RNL 2019 E-Expectations Report

AWARENESS

INTEREST

CONSIDERATION

PURCHASE

RETENTION

Student Journey

Day 0 I-need-to-act

Day 30I want-to-relax

Day 60I want-to-go

Day 10I want-to-understand

Day 45I want-to-schedule

Day 90I want-to-share

Day 1I-want-to-learn

Modern Student Journey

Best business schools

Rankings website for business schools

Business degrees near me

Awareness –Research & Planning

Feel for campus culture, defines “fit”

Scholarships

Watches campus tour from current student

(hidden brand ambassador)

Consideration

Email reminder of application deadline

Applies on school website

Commitment

enrollm

ent

over a year 6 months – 1 year 3 months 1 month

51%

Over 51% of prospective students spend over a year researching, and the student journey is complex

Early engagement is critical when students are most influenceable

3.6# of schools in initial

consideration set (avg)

75%of prospective students

do not consider beyond their initial school & program list

Google EDU Searches

School Website Page Visits

Job & Financial Aid Page Visits

Video Page Visits

Social Page Visits

3,000+( and Google covers 72% of them )

CASE STUDY: Student Journey just beginning research

digital touch-points in 6 weeks

132

764

116

1,903

76

Takeaway: Communicate DifferentlyThe decision making process is complex and happening across multiple platforms and across devices. You have to be present to be part of that process.

#bethere

Be There

State Technical and Community College

SITUATION• Facing a lower demand for community colleges and a five year decline in

admitted students, a Midwest Community College sought to connect with their local market and prove the value of a community college education.

SOLUTIONS

INSIGHTS• As interest in trades and 2-year degrees continue to fade with the current

job outlook, the LOCALiQ team knew there was an opportunity to educate the population about the education and career possibilities they were missing out on.

• With increasing education pathways, there was an opportunity to solidify the college’s place in the student’s consideration path by nurturing them from the start of their journey all the way through admittance.

27%INCREASE IN

ENROLLMENT

TURNING POINTThe LOCALiQ team developed an omni-channel approach that would articulate the value of the college’s degrees, while also meeting the prospective student every step away the way from application to enrollment. A refreshed creative concept, custom content, and complete digital strategy would drive brand awareness and reverse declining enrollment. The school is entering 2020 with a 27% increase in enrollment over the previous year.

• Custom Branded Content • Targeted Display• Targeted Email • Paid Search

• Social Management

• Social Ads • LiveChat

What We Learned

Show Them You UnderstandCommunicate value by signaling you really get them.

Be a Trusted Resource

Speak their language and arm them with tools to succeed in today's world

Communicate EffectivelyHow to break through the noise and be heard across platforms

How Do You Stay Relevant Throughout TheStudent Journey During This Time?

Search Engine Marketing For Online Programs/Degrees/Certificates

Display/OTT/Geofence – Streaming, Keyword Retargeting on 4 Yr. colleges & online programs, Geofencing grocery stores or residential addresses of students

Facebook/Instagram/Snapchat

YouTube

Students want a path to the next step now more than everYou must provide that to them be delivering a frictionless experience

Create a smart and well thought out digital campaign for multiple audiences…..

Reach high school students, career/workforce students, 4 yr. college students at home, parents & influencers.

Case Studies & Wrap Up

Chris Walker – Interact Communications

Chris Walker• Vice President of Communications,

Interact (& Angela)!

• 20+ Years In Marketing

• 10+ Years In Agency Services

• Hundreds Of Client CampaignsCommunity Colleges, Maternity Jeans, Outdoor Gear, Candy, Auto, Steaks, Legal, Financial, Higher Ed, Fleet, Biotech/Pharma, Health & Brain Surgery!

Who is THIS GUY?

What’s in Store?

1. Shifts in Marketing2. Case Study

SearchYouTube

RetargetingEmail

Social MediaDisplay

Increased Marketing Budget Toward Student RETENTION

Attracting 4-Year Students InLOCAL AREA

PROTECT HOME TURFStay 100% Visible To Searchers(Organic, Paid, Local)

Continue Strong Branding

ONLINEDegrees & Certificates

This Is Not New, As You Know…

Just One Case Study, I Promise

Los Angeles CommunityCollege DistrictNine Community Colleges

200,000+ Students

Two Month CampaignPromoting Spring 2020

Case Study

PAY PER CLICK

SNAPCHAT

GEOFENCE

FACEBOOK / INSTAGRAM

YOUTUBE

EMAIL

LACCD Campaign

10,661,662 Campaign Impressions182,789 Web Visits208,787 100% Video Views3,130 Generated Calls1,516 Post Engagements1,548,268 Emails Sent468,480 Email Opens…..

5%+Districtwide Enrollment Growth

Campaign Metrics

Final Wrap Up

Mary DeLuca – Interact Communications

news.interactcom.com

Let’s keep talking!email info@interactcom.com to connect with our team of experts