Each year, the E-Expectations report summarizes online behaviors of college-bound high school students. The results help inform and improve e-recruitment strategies. The 2017 surveys were administered to the parents of these students. This episode will be the first public presentation of the findings and recommendations! We will discuss trends and behaviors. You’ll hear how students and parents use digital resources to explore college options. We’ll explore their use of websites, email, texting, paid marketing, social media, mobile, and more. By the end of the broadcast, attendees will understand how to:
- Meet online expectations of college-bound high school students and their parents during a college search;
- Integrate data and analytics to manage their institution’s digital presence across many channels, including the campus website, email, digital advertising, and social media;
- Leverage mobile device usage based on changing digital behaviors – how students browse websites, complete forms, and interact with campuses online.
Rob ZinkanRob Zinkan has been with Indiana University for 15 years and is currently in a system-wide role as associate vice president for marketing – working to develop, champion, and deploy the university’s brand strategy; leading IU’s internal full-service marketing agency; and serving as marketing liaison to the flagship campus leadership and marketing community. Previously, he worked at the campus level as vice chancellor for external affairs at Indiana University East and assistant dean for advancement at Indiana University–Purdue University Columbus (IUPUC). Rob earned his bachelor's degree from Wabash College, master's from Xavier University, and doctorate from Creighton University. He serves on the CASE Commission on Communications and Marketing, contributes to Inside Higher Ed's Call to Action blog, and is a past chair of CASE Indiana.
Stephanie is Vice President, Web Strategy and Interactive Marketing Services, directing website development and e-communications projects for Ruffalo Noel Levitz.
She has served institutions such as the University of Arizona, Saint Louis University (MO), and The University of Findlay (OH). Her web consultation services are based on current best practices in enrollment management and are frequently integrated with recruitment and marketing consultations and market research projects.
In addition to providing consulting services, Stephanie frequently delivers conference presentations about using the web as a recruitment communications tool, including at the National Conference on Student Recruitment, Marketing, and Retention as well as the AMA Symposium for the Marketing of Higher Education. She helped conduct the E-Expectations market research project on the Internet and e-recruitment behaviors of prospective college students and their parents.