Download CAPPS 2015 BC-BMeza-Marketing and Recruiting to Digital Natives

Digital Natives: Marketing and Recruitment Best Practices for Generation Z
Presented by:
Beylor Meza
COO, Success Education Colleges
Learning Outcomes
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Who are Digital Natives?
Importance of Multi-­screen branding
Current mobile trends
Effective ways to utilize
• Mobile TV and Radio
• Texting
• Apps
Education Statistics
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One in four prospective students researching prefer to use a mobile device
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Nearly half of students using mobile devices use smartphones to research where to get an education
Education Statistics
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1 in 3 prospective students use video during their research on a school
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Campus tours or overview of school is #1
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Testimonial video of graduates is #2
Multi-­Screen Viewing
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Part of everyday life for most consumers and natural for digital natives
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Adopt a multi-­screen approach to be present where your audience is present
Mobile Users
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90% of age groups 18-­24 and 25 -­34 use smartphones
Multi-­Screen Branding
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Cohesive marketing and consistent branding across multiple screens and devices, with a complementary message across devices
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Important for brand awareness and moving consumer through the pathway to purchase
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Seen with sequential and simultaneous usage
Sequential Usage
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Sequential usage: moving from one device to another to accomplish a task (e.g. Researching school)
Multi-­Screen: By the (student) numbers
Mobile Trends
Current Mobile trends
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Consumer pathway has become more complex due to mobile
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Mobile allows for interactions with brands on the go
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Multi-­faceted and varies by user
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Mobile has become increasingly smarter and faster, changing the users experiences and how we must reach them
Current Mobile Trends
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Mobile searches are projected to surpass desktop in 2015
Current Mobile Trends
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Mobile is more prevalent now than before
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Vital to an effective marketing strategy
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Mobile impacts Search, Organic, Social, Web Design and even forms of traditional media
Current Mobile Trends
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Organic visits from mobile have grown 58% year-­over-­year
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Mobile ad conversions from paid search have increased 16% year-­over year
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71% of users access social media from their mobile phone versus desktop
Current Mobile Trends
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Users are 1/3 more likely to abandon a site that takes longer than five seconds to load
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70% of marketing professionals state that video converts more efficiently than any other medium
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1 in 3 prospective students use video during their research on a school
Current Mobile Trends
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The better quality a video site on an app is, the more interaction time that site will get with millennial viewers
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95.1% of 18-­24 year olds in 2015 are projected to watch online videos via mobile
Online Video & Radio
Online Video
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47% of households subscribe to Hulu, Netflix and/or Amazon Prime •
TV evolving from one way broadcast to two-­way interactive model
Online Video
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58% of authenticated TV Everywhere streamed from iOS and Android •
People are more comfortable watching programming at their own time, on the most accessible screen
(eMarketer)
Online Video
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1 in 3 millennials watch mostly online
Online Video
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Provides advertising opportunity to reach prospective students where they are
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Increase audience reach
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Ad platforms delivering online video can lead to more effective buying
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Small to mid-­sized advertisers see more success with multiple online video services versus sole provider (Hulu)
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More cost effective
Online Video
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6 in 10 users are more likely to watch ads prior to online video content if the ad is short
Mobile Radio – Key Players
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Pandora iTunes Spotify
iHeartRadio
Mobile Radio -­ Pandora
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#1 Online Music service for high school seniors
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Top 5 daily app for teenagers
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#1 mobile app in terms of time spent = avg. 21 hours/month
Mobile Radio -­ Pandora
Mobile Radio – Utilizing it
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Pandora offers mobile audio advertising and online video components
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Mobile audio is most common advertising
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Includes :30 audio spot, accompanying tile ad, 300 x 250 banner ad
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Online video ads can play when a user “skips” a song, changes a station or returns from timing out
Texting & Apps
Texting – One Way •
Saves time – sends message to thousands of students or prospective students at one time
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Reduces costs by only contacting those who had opted in to receive texts
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Reduces manpower by having admissions only contact those who respond back
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Average warm response rate is 2% -­ 3%
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On 5,000 names that’s 100 – 150 candidates
Texting – Two Way •
An additional arena to converse with students and prospects
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Text those you cannot receive response with on a phone call
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Non-­intrusive allowing prospects to be more in control
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Set appointments through texting
Not Just For Admissions/Marketing
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Students wished instructors communicated more using:
Numbers don’t lie!
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98% of text messages are read compared to…
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29% of tweets are read
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10% -­ 12% of emails are read
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12% of Facebook posts are read
Apps – Time spent with Mobile
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Mobile web usage = 15%
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Mobile App Usage = 85%
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96% of smartphone users utilize apps
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Of this 96%, consumers use 24 apps a month on average
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80% of all app use is done on 5 apps •
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Facebook
YouTube
Maps
Pandora
Gmail
Apps – Most used
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Facebook and Google make up 52% of the mobile ad spending
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72% of overall growth within mobile advertising spend has been for mobile in app advertising
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Are you using these apps? Are you targeting prospective students with these apps? Are you staying engaged with current students through these?
Apps – Advertising
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Engagement through social-­oriented apps has greatly benefited schools and increased other key performance indicators such as:
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On-­campus visits (16%)
Applications (25%)
Enrollments (35%)
Takeaways
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Mobile is changing the way prospective students consume information
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Pathway to purchase is different for a digital native
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Develop a strategic marketing plan to reach digital natives
Acknowledgements
Gragg Advertising
Gragg Advertising Digital Marketing Team
Lisa Olmeda-­‐ Gragg Advertising
Questions
Thank you