Jeff Shields: What digital trends should independent schools be aware of in 2016?
Rob DiMartino: Here are my top three.
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#MobileFirst mindset. If you are not looking to engage with your constituents on the device of their choosing, you are ignoring almost half of your audience, if not more. Our trends show that in 2011, less than 1 percent of visitors to our schools’ sites were using mobile devices. That percentage has now topped the 50 percent mark.
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#DataIntegration process. Making your own school’s data work for your school is a hot topic. CFOs should ask if they can leverage data from any system to help hit their school’s goals for admissions, advancement and classroom engagement. We like to see a process that lets schools have real-time access to data to leverage and personalize online experiences, share remarkable content to engage constituents so they will return (or attend open houses, etc.) and stay connected to the school from anywhere.
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#Social. The vast majority of independent school students will create online profiles, engage on social media and take online courses during their career. How are schools preparing them for the future? Our educational institutions should aspire to provide lifelong learning and prepare our students for the world they will live in. I see a focus on educating students about digital citizenship, digital footprints and the power of social media as it evolves in our daily lives.
JS: How can schools better use their websites for admissions and enrollment?
RD: Schools’ websites should be their central hub of all marketing and communications, period. Your website has to be your chief storytelling tool, tying the digital experience with the on-campus experience; it must be the BEST tool in your admissions toolkit. It’s also important to design for inspiration, not information. The homepage should inspire and trigger an activity, for instance, “inquire today,” “apply now” or “visit.” It has to be your digital front porch to a connected world.
Finalsite has published an ebook called Designing for Enrollment (free download) with several examples and quizzes to help schools better design for their enrollment goals. Another resource is our Web Redesign Playbook: 70-plus pages and a great share with everyone from head of school to admissions, marketing and communication, and advancement.
JS: Business officers are still mostly inactive on social media. Is there actually a good business case for them being on it?
RD: I think so. If you are part of the executive team, you should listen actively to your community, on campus as well as online. Just hearing how people perceive your product from a value standpoint can be a good compass. NBOA’s Twitter and LinkedIn accounts are also strong online personal learning networks and invaluable for growth within our industry. All school leaders should think of how their personal brand can forward their institutional goals. At the same time, teachers should incorporate social strategies into their classroom instruction.
JS: Which social media platform/s should business officers use?
RD: Great question. I advise independent schools as institutions to choose one platform first and go all-in: Post, listen, share, engage. When they achieve success, they should move to the next platform with a sustainable plan for successful engagement. Like most social interactions, social media is a conversation where you usually get out of it what you put in. For individuals the keys to successful engagement are filtering, following and using hashtags; for schools, the key is to educate your target audience.
To find and engage with your audience, I recommend Facebook, LinkedIn and Twitter, in that order. Facebook is like your college quad. It still is the best platform for sharing with friends and being part of the conversation. LinkedIn has become your digital Rolodex. It’s also a publishing platform, career networking platform and group space to engage with colleagues. Recently, LinkedIn lowered its age for participants to 13, which encompasses the student bodies of most secondary schools. Twitter is like a cocktail party. Much going on, many conversations and it can be a lot of noise if you do not use it wisely.
For business officers in particular, I recommend both LinkedIn and Twitter as personal learning networks. These tools go with you wherever you go, regardless of school or industry. I also recommend that business managers encourage their admissions and advancement teams to use social media to forward their schools’ mission and hit their financial goals.
JS: I was surprised to see “diverse,” “academic excellence” and “innovative” listed on the Finalsite blog among the “ 10 most over-used words” on school websites . Obviously the word “tuition” is one of the biggest concerns for parents. How can schools use their website to really reinforce their value proposition in response to this concern, especially as less-expensive alternatives gain steam.
RD: Another very good question. While it’s very important for schools to boast about their academic excellence, etc., the message can ring hollow when every other school is saying the exact same thing.
A school’s value proposition should detail the benefits families will gain by choosing it. Start with a story of how your school uniquely solves families’ pains. That story should guide the school’s web strategy with an awesome user experience that uses videos, alumni and student testimonials, infographics and faculty profiles. Bear in mind, however, that the online experience and the on-campus experience must be consistent in telling the value proposition story. This shared experience should help parents see their investment in their child’s education as the most important purchase they can make.
Thanks to Rob DiMartino for joining us for this CEO Notebook. Rob is a founding member and director of business development at Finalsite, which provides web solutions for schools. Connect with him on LinkedIn or follow him on Twitter.
