1. When to Know When It's Time to Go Digital Robert E. Johnson, Ph.D. 2009 CUPRAP Fall West Workshop October 12, 2009 Pittsburgh, PA

2. Dartmouth College, February 9, 2009

Communications will increasingly move from print to electronic media.

3. 1981 prediction for 2006

Most of what we read will be transmitted into our homes and offices electronically.

• Barry Bingham Jr., Publisher, Louisville Courier-Journal, at his alumni reunion in 1981

• • Reported by Emily Bingham, his daughter, in Newsweek column, Digital Dad vs. the Dinosaurs, athttp://www.newsweek.com/id/191406

4. And in 2009 in Michigan 5. 1. Technology is enabling new communication styles and information sources

Smartphones & E-readers

Weak boundaries between formal and informal information sources

No control of the stories that people tell

6. The future of smart phones Your website on a small screen? 7. Mobile version of your website 2010? Azusa Pacific Universityhttp://www.apu.edu/m/

Class schedules

Athletic schedules

Dining menus

Photos

Directories

News

Orientation schedule

8. Your publications on e-readers http://en.wikipedia.org/wiki/E-book_device#Specialized_devices 9. Limitations to adoption http://www.coolreaders.com/readers.asp

Price point is a barrier that will fall.

Lack of color is a major limitation that will end.

WiFi will allow links to websites from the readers.

Music will enhance the experience.

10. 2. How strong is the wind blowing?

A steady breeze?

A hurricane?

11. What are high school students saying? 2007 Noel Levitz E-Expectations Class of 2007 Prefer web for information 57% Prefer print for information 43% 12. Parents 80% say The E-Expectations of the Parents of College-Bound Students Noel-Levitz I prefer to go to the Web site for information, but if it is a schoolI really like , Im willing to call them or read brochures to get answers to my questions. 13. Student recruitment, 2007 to 2009

Print budget increase

• Yes. 27% No. 65%

Electronic publication budget increase

• Yes. 42% No. 42%

• • Karine Joly,www.higheredexperts.com

• • 198 responses

• • 38% private sector 4-year

• • 42% public sector 4-year

• • 6% public sector 2-year

14. Electronic only in 2009 http://www.higheredexperts.com

Application package 18%

• 2007 8%

Academic program brochure 8%

• 2007 7%

Viewbook 5%

• 2007 0%

Admissions/search brochure 3%

• 2007 4%

15. Moving toward an electronic state http://www.higheredexperts.com

Application package 41%

Academic program brochure 37%

Admissions/search brochure 31%

Viewbook 23%

Viewbook

• Electronic only, 2007 0%

• Electronic only, 2009 5%

16. 3.Social media compels reality marketing messages

Less impact for publications from

Lake Wobegon

17. Lake Wobegon communication

All the women are strong, all the men are good-looking, and all the children are above average.

• Garrison Keillor

• • A Prairie Home Companion

• • With thanks to Mary Claire Bauer, Hudson Valley CC

18. Students tell faculty stories University of Pittsburgh 19. The good and the ugly on YouTube University at Albany 20. Facebook People will talk SUNY New Paltz 21. 4. Todays communication environment

More prefer prefer online communication

But writing right for the web is a challenge

5 seconds to connect on each page

22. A strong brand statement http://www.uconn.edu/ 23. Easy to scan for brand message http://www.smith.edu/about_howsmithfeels.php 24. Carewords to engage visitors http://www.kenan-flagler.unc.edu/programs/emba/index.cfm 25. Establish credibility with frank talk http://www.muhlenberg.edu/admissions/aid.html 26. 5. Print to online

No PDFs

No flip technology

27. Offer a viewbook in online format http://www.risd.edu/undergraduate/Default.aspx 28. For alumni, friends, parents http://www.alumnae.mtholyoke.edu/blogs/blog/mount-holyoke-alumnae-quarterly 29. Try to avoid this http://issuu.com/umson/docs/university_of_maryland_nursing 30. In favor of this http://magazine.jhu.edu/ 31. Email student recruitment 32. Email estate planning 33. To stay up-to-date 34. Research on what people do http://www.pewinternet.org/ 35. Shameless self-promotion http://www.bobjohnsonconsulting.com/ 36. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC248.766.6425[email_address] http://twitter.com/HighEdMarketing Customer Carewords Research for Engaging Websites:http://www.bobjohnsonconsulting.com/customercarewords.html