Chair Glenn Sowells Co-Chair Sarah Lack Secretary Kayla Kelly Historian Nancy Hyde Treasurer Ginger Williams
IN THIS EDITION Page 1 Beyond Tweets and Blogs Page 3 Mark Your Calendars Page 4 In the Spotlight Page 5 Our newest lil’ members Page 6 Guns in the Classroom Page 7 NTCC News
Beyond Tweets and Blogs By Kevin Tynan at www.insidehighered.com May 2011 Attend a higher ed marketing conference or read a marketing blog these days and you’ll quickly conclude that the path to recruitment, fund-raising and mission attainment is social media. Whatever the issue, a campaign built around (fill in the blank) tweets, blogs, LinkedIn, Facebook or whatever seems to be the key to achieving institutional goals. Social media activists are invariably trotted out at conferences and webinars to demonstrate their recent excursion into the age of social media enlightenment. Being the first one in the swimming pool, however, doesn’t mean you’re the strongest swimmer. It doesn’t even mean you are much of a swimmer. It simply means you got wet first. Before we hurl ourselves headlong into the collective pool, we’d be advised to take a step or two back and look at social media from a broader perspective. What is social media? It’s a communication vehicle -- a way to reach and converse with others. It’s not imbued with magical qualities to increase sales, raise money or feed the homeless. It’s simply a tool that can help you achieve a goal -- much like a hammer is to a carpenter. In the hands of a skilled carpen-
ter, it can be used to create a beautiful house. In lesser hands, you might end up with a dysfunctional garage. As we know, when wielding a hammer everything is apt to look like a nail. That’s what we’re seeing in the current environment: early-bird practitioners urging us to rush out and put up blogs, launch LinkedIn campaigns, create digital publications, start podcasts and engage in all manner of activities that are part of the social media bandwagon. What’s wrong with that? One big problem: a tool is not a strategy. A social media campaign does not equate with good marketing. We can learn from the rush to execution that ensued when
desktop publishing debuted in the '80s. With the purchase of PageMaker software, everyone suddenly became a graphic designer with the ability to produce ads, newsletters, logos and all manner of illustrations. Obviously, managers and accountants didn’t really become designers. They used the tools of a designer to execute some functions. Graphic design requires more than just pretty pictures. Judgment and creativity, quantitative and analytic thinking is the key to successfully conveying specific messages to targeted audiences. These skills don’t come stuffed inside a software box. Graphic software may make the process easier, faster and less expensive but it’s only valuable in the hands of skilled designer. ( See BLOGS, page 2)
BLOGS Continued from page 1 ... Currently, social media is about execution. I’m all for exploring sexy, fun new ways of reaching an audience, but social media evangelists seem to spend little time comparing their medium with alternatives that may be a better strategic fit or more cost-efficient. We rarely hear headliners caution that social media can be a worthless exercise, a drag on precious resources or damaging to reputations. There’s little talk about limitations or failures or more reliable alternatives. It’s as if everyone is whistling their way down the path and over the cliff drinking the collective Kool -Aid. Examples of disastrous social media campaigns abound and they are not limited to cash-strapped nonprofits. Take a look at ThoughtPick’s list of the top 10 social media campaign failures. It’s littered with big brand names from Wal-Mart and GM to Skittles and Starbucks -- huge retailers that had the resources for success and should have known better. Last year, Penn State University lost credibility with students and ignited a social media flameout when the university jousted with students and attempted to control critical comments on Facebook after the university refused to close the campus for a snow day. Students felt sufficiently abused to set up an alternative Facebook account to get their comments out and thereby blowing up the inci-
dent exponentially. The University of North Carolina at Chapel Hill tightened Twitter rules after athletes' activities brought unwanted attention to their athletic program. Regardless of size or good intentions, it’s easy to make a social media mistake. A focus on social media places a disproportionate emphasis on one component of the marketing mix: promotion. A 2011 survey of members of the Council for Advancement and Support of Education found that 36 percent of higher education institutions had six or more full-time people assigned to social media. Ten percent had 20 or more. This disproportionate emphasis leads practitioners to minimize or even overlook other components -- product, price and place -- key strategic considerations which are likely to be more important to ultimate success than social media. Before engaging in a social media campaign marketers should make sure the product is the best it can be, that consumer sentiment has helped shape it, that the price is appropriate for the marketplace and that we’ve made purchasing as easy and as convenient as possible. Each component in the marketing mix comes with a large body of work and research that should be seriously considered in any strategic marketing plan.
Ironically, Drake University’s infamous D+ advertising campaign, which received national attention for associating the institution with a barely passing grade, could have been avoided if the university had first tested it through social media. Social media is one communication tool within the promotional component. Other functions such as advertising, public relations, personal selling and sales promotion may complement or be better alternatives to social media. We can’t increase bottom-line performance by ignoring other communication options. Which brings me to some decidedly unsexy comments that you won’t hear from convention headliners but will be helpful if you are considering a social media campaign. 1. Social media is in its embryonic stage. Internet Explorer is distributing version 12.0, but early versions were barely functional and didn’t resemble today’s browser. Read, learn, experiment as much as you like but don’t place too many chips on the social media roulette wheel just yet. A few years ago, headliners were urging clients to build campaigns around MySpace, which has tanked as an alternative to Facebook. The landscape is still in flux; products are trendy and largely untested. 2. Use a marketing plan to (See TWEETS, page 3)
TWEETS Continued from page 2 ... keep focused. Write a brief marketing plan before you start. Nothing elaborate, maybe one page. Identify the three key goals you are trying to achieve. Define the audience, your message and communication vehicles. Be critical. Ask yourself, Are there other, more costeffective communication options that may more efficiently reach your audience? Sometimes a blog/Facebook page/ SEO campaign is too slow/ expensive/reaches the wrong demographic/sends the wrong message. Strategize first, execute second. 3. Rely on marketing principles -- not trendy ideas. Marketing principles are based on 70 years of research and practice. They are based on understanding consumer needs, wants and emotions. Fear, happiness, survival, love, jealousy, hunger are behavior motivators with a longer shelf life than a pair of Crocs. A good marketer will prod and survey, question and talk with the audience before creating the message and selecting the communication vehicles. We don’t select the vehicle first (read: Twitter), then hope it
reaches the right audience. 4. A good convention headliner pushes limits and stimulates creativity. But most headliners are no more marketing mavens than PageMaker users were graphic designers. They were simply first into the pool. A smart swimmer watches others, considers the depth, assesses his skills and then decides when and whether to get wet. Remember, convention headliners are generally entertaining and upbeat so anything that doesn’t make the cut -- anything old school -- is edited out. 5. Get the facts behind the sizzle. Sure, putting an ad on a current events blog may give you street cred, but if you want to reach the typically affluent news junkie, for instance, try a newspaper. Recent Pew-funded research found that 95 percent of original news content on the Internet comes from legacy providers -- primarily newspapers. Gossip, opinion, speculation and hyperbole may attract readers but perhaps not those seeking authoritative, timely news.
fully see social [media] as central to the future of marketing and work to develop in this space as fast as they can.‖ Central to the future of marketing? That’s the type of overblown hype we hear dispensed by headliners and pseudomarketers. Sure, social media is an attractive communication vehicle but it’s just that – a vehicle -- what about product, price, strategy, distribution, research and promotion? Shouldn’t we focus on these key components before we select a communication vehicle? And certainly agencies are working to develop the space as fast as they can; it’s a moneymaking opportunity. But don’t confuse the pronouncements of self-anointed, self-promoting social media experts with the need for a comprehensive marketing plan that’s a little more thoughtful and takes little longer to plan and execute but has a better chance of taking you where you want to go.
One blogger on Adrants.com recently wrote, ―Agencies right-
Yearly dues for the North Texas Collegiate Consortium are due. If you have not paid for this year, please do so. If you have any questions please contact Ginger Williams, Treasurer. If there are special circumstances she needs to be aware of or you have an update in payment, please let her know as soon as possible. Treasurer, Ginger Williams. firstname.lastname@example.org 972.310.9231 Mail payments to: Ginger Williams (NTCC Treasurer) The Art Institute of Dallas 8080 Park Lane, Suite 100 Dallas, TX 75231
What programs do you offer? (Graduate, Undergraduate, etc..) Amberton offers degrees in Undergraduate and Graduate programs in Business, Human Relations and Business, Project Mgt, Professional, School Counseling and Christian Counseling. And several Certifications are offered.
Representative Glenn Sowells E-Mail Gsowells @amberton.edu Phone number 972-279-6511
What is something special about your University/ College (what makes your school unique)? Amberton University is a small private University currently celebrating itâ€™s 40th year anniversary. Amberton offers programs for the working adult with flexible schedules offered 1
night per week, weekends and Saturdays, on the Garland and Frisco Campus or students have the options of finishing many of our programs on-line. How long have you been with your University/ College? 5 years. What is your title and what do you do? My title is Director for Recruiting; I am responsible for developing relationships with the corporate entities to support the university.
Tell us a little about yourself, outside of work: (family, hobbies etcâ€Ś) I am married to Dr Tenolia Sowells, Dr of Naturalpathic medicine. I have 2 sons, Cory and Darren and one granddaughter, Kayla. Hobbies include, Bass guitar playing, scuba diving (when I get the chance), and I love to travel to any island I can find. I am very active in my church leadership and love spoiling the grandkid ROTTEN!!
The latest and biggest news in the NTCC was announced last Summer. Bethany Winkenweder (Concordia University) and Kayla Kelly (Tarleton State) were expecting. No, not together and noâ€” it was not one big double date. One thing was for sure, God had a plan to bring two precious baby girls into the world and into the life of higher education moms. Bethany and Kayla were due just weeks apart and faced the ups and downs of pregnancy with each other (and husbands) by their sides. Leah was the first
to make her grand entrance into the world. Leah Grace Winkenweder was born February 23, 2011 at 6:39 p.m. She weighed 6 pounds 14 ounces and was 19 inches long. Two weeks later, to be exact, Mady made her grand entrance. Madyson Shawn Kelly was born on March 9, 2011. She weighed 7 pounds (even) and was 18 inches long. Welcome, to our new (little) members, Leah and Mady!
cause of this bill," Zaffirini told Reuters. Zaffirini was a student at the University of Texas when sniper Charles Whitman killed 13 people and wounded others in the Administrative tower in 1966.
AUSTIN- On May 17, 2011, the House Committee approved a bill allowing students and professors to carry a concealed handgun in classrooms and buildings on public college campuses in Texas. After 5 hours, House bill 750 was approved by the House of Homeland Security and Public Safety Committee by a 5-3 vote. Now students and professors who have a concealed handgun license can carry a gun on campus. The bill originally added private universities but was changed to only public universities. ―It's strictly a matter of self-
defense," state Sen. Jeff Wentworth, R-San Antonio told Reuters. "I don't ever want to see repeated on a Texas college campus what happened at Virginia Tech, where some deranged, suicidal madman goes into a building and is able to pick off totally defenseless kids like sitting ducks." Wentworth, the author of the bill, believes this will make college campuses safer. However, others disagree. Sen. Judith Raffirini D.-Laredo and Chairwoman of the Senate Committee for Higher education, opposes the bill. "I think there will be increased violence and unnecessary tragedies be-
Chancellor of the University of Texas Francisco Cigarroa, wrote a letter to Governor Perry stating the bill was not safe for college campuses. However, Perry, a gun enthusiast, stated that he will sign the bill if it reaches his desk. Texas is the 2nd state, behind Utah that allows concealed handguns on campus. According to the Monitor, ―More than 80 of 150 representatives have already signed on as co-authors of HB 750, and the Senate is expected to easily approve it after passing a similar bill in 2009.‖ By: Sheila Bishop
Grand Canyon University New programs: Masters of Science in Nursing (MSN)-Health Informatics Masters of Science in Nursing (MSN)-Public Health
Walden University President Bill Clinton, founder of the William J. Clinton Foundation and 42nd president of the United States, will be the keynote speaker at Walden University’s commencement on July 30, 2011. Walden plans to confer President Clinton with an honorary doctorate in recognition of his commitment to civic engagement, youth leadership and education. President Clinton also serves as honorary chancellor of Laureate International Universities, the global network of leading private universities that includes Walden. As honorary chancellor, he advises the network in areas such as social responsibility, youth leadership and increasing access to higher education.
Ashford University New programs: BA in Applied Linguistics BA Cognitive Studies (Under Education) BA in Real Estate Studies BA in Cultural Anthropology BA in Library Science and Media BA in Adult Development BA in Complementary and Alternative Health BA in Heath Education BA in Gerontology BA in Health Informatics BA in Health Marketing and Communication All programs are offered 100% online and may include minors and concentrations for more education diversity.
Second, DBU will be relocating its DBU North regional academic center from Frisco to Plano. DBU North will move to 2805 North Dallas Parkway, Suite 450 ‐ Plano, TX 75093 during the week of May 23, 2011 and will offer classes there beginning May 31st in time for the summer 2011 semester.
University of Texas at Arlington Beginning Fall 2011, UT Arlington’s College of Education and Health Professions will offer an MBE (Master in Mind, Brain Education
Dallas Baptist University Dallas Baptist University has announced two major initiatives that target adults who want to improve their employment and advancement opportunities by earning undergraduate or graduate‐level degrees. First, DBU is renaming its College of Adult Education (established in 1974, now the longest‐running bachelor’s degree completion program of its kind in the state of Texas) to the College of Professional Studies.
Let us know what is happening at your school. Email any information to: email@example.com
The North Texas Collegiate Consortium, established in 1993, is an association of recruiters from North Texas Colleges and Universities. The members of the Consortium assist employers in their efforts to encourage an educated workforce by coordinating their education fair needs with all members of the Consortium. This means that the employer simply provides the facilities and advertises the event with their employees. The Consortium eliminates the need for hundreds of e-mails, phone calls, and coordination with all of our universities and colleges. The North Texas Collegiate Consortium recognizes that an educated employee is our most valuable resource. Therefore, the Consortium, working together in collaboration with business, industry, and other community organizations, seeks to offer their service to encourage, promote, and provide continued education options for adults. This service is offered by members of the North Texas Collegiate Consortium to serve business, industry, and community organizations while promoting associate, bachelor, graduate, and doctoral level study.
The Briefcase, a North Texas Collegiate Consortium publication, is produced by the Newsletter Committee Editors: Bethany Winkenweder, Concordia University Texas Sheila Bishop, Tarleton State University
Published on May 25, 2011