Three CUES is GDA Integrated Services’ electronic newsletter. In each edition, we focus on items selected from our College & University Environmental Scanning (CUES) and our GDAIS research. Unlike most higher education newsletters, Three CUES often looks beyond news about colleges and universities to review greater social and marketing trends. Produced on a regular basis, Three CUES not only provides information, but also offers observations and recommendations concerning each topic.

Winter 2009 Special Edition:

• Visibility in a Resource-strained Environment
• Student Recruitment and Marketing Handbook for Trustees

Visibility in a Resource-strained Environment

For more than two decades GDA Integrated Services (GDAIS) has been encouraging colleges and universities to consider implementing its tactics for guaranteed visibility, while at the same time developing word-of-mouth marketing plans. These recommendations, unlike so many in higher education marketing, require little financial investment, but generate a significant and meaningful return on investment. During these difficult economic times we believe colleges will need to focus more intently on cost-effective or no-cost, high-impact strategies. Recently we discovered one such strategy we think all of our clients should consider.

Unigo is a free website that offers a refreshing approach to the online college search in a world that seems to place a high value on rankings and lists. Where Unigo differs from other online college search sites is how its content is developed. Unigo gets all of its content from current students and recent graduates of the college featured. There is no survey sent to Offices of Admissions or Offices of Institutional Research to generate content and try to standardize what is available. Nor do they go through the charade others do by “surveying” a handful of students to develop some “scientific” information to reinforce a controversial stereotype that helps reinforce the status quo. Unigo relies on real voices and real stories, and the profiles come across as genuine, organized and authentic.

Although Unigo does not enjoy national recognition yet, we think it would be a mistake for our clients to sit on the sidelines to see what happens with the site. Because the content available right now is sometimes incomplete and occasionally inconsistent, we think it is a perfect time to get into the mix and tell your story.

We believe Unigo offers our clients a means to combine our tactics for word-of-mouth marketing efforts with guaranteed visibility.  We suggest you consider a plan to leverage Unigo as a tool to help share your story in an authentic and compelling way.

Below are several recommendations:

1. Develop a Unigo users’ and content development guide
   You probably already have a group of key messages you emphasize when describing your college. It would be worthwhile to condense them into a single sheet to accompany step-by-step instructions about using Unigo.


2. Use your tour guides and student ambassadors
   You should already have a well trained, enthusiastic group of tour guides, so use them as your primary content developers. Most of you have already spent a lot of time selecting and training these students and they know the messages you would like emphasized. Consider asking each of your tour guides to develop a post on Unigo.


3. Invite recent grads to tell their story
   Many of you likely have recent graduates on staff or are aware of some working on your campus. Recent grads working on campus are an excellent resource in that they know the place and feel a responsibility to paint a good picture (that’s what a paycheck will do). Seek out your recent grads and then take them to lunch and politely ask them to develop a post on Unigo.


4. Focus on young alums to demonstrate successful outcomes
   Think of young alumni as your most valuable asset in developing your Unigo profile. Prospective students will look to your young alums to validate what you are telling and selling them. Don’t overlook the value of this group. In fact, consider how great the possibilities are for further engagement. You might want to consider a Unigo campaign among graduates from the past three years. Consider recognizing the efforts of these participants in the President’s annual report in the same way you list alumni volunteers. This kind of service to your college is worth recognizing and can help keep those who are unable to give financially meaningfully involved in the life of the college.


5. Seek story-tellers from student organizations
   If you have student organizations that help define your campus culture, make sure to enlist their support, too. For example, if you are a place that is known for your debate team or your choir, make sure you have one of the stars develop a Unigo post to describe why their student organization matters. Identify someone from the most important student activities on your campus and invite them to develop a post (pay them if you need to).


6. Find content contributors who can help you advance your recruitment objectives
   Whatever your special recruitment objectives may be, finding champions for the causes is critical. Unigo is no exception. If you are trying to increase diversity on your campus, how might you work with champions of diversity to develop postings on Unigo? If you are trying to implement a new general education program, how might you ensure the case is made? Consider your objectives and enlist champions who can help you achieve your specific recruitment objectives.


7. Encourage content developers to add “bells and whistles”
   The old saying goes, a picture is worth a thousand words. If you ask someone simply to write something and don’t ask them to post video, audio or pictures, you are missing out on a huge opportunity. When you encourage people to write something, make sure you let them know you expect them to make it their own. Encourage the crazy photo, the bizarre video or the song parody on the alma mater, but make sure it reflects what is best about your college.


8. Feature your listing on Unigo.com as you would other third-party recognition
   Even if you don’t have the web icon directing people to “See our listing in US News and World Report,” you are likely directing people to “read what others say.” You know how important third-party endorsements are. Consider leading your “third-party” endorsements with Unigo.


9. Revisit Unigo.com systematically to ensure new, lively, authentic and accurate content
   Like any online presence, fresh content is critical. Once you begin with Unigo, you can’t think of it as a project with an end. Indeed, it will probably never end! But, you need develop a plan to continually revisit the site, set a new direction for content and ask new people to tell their story.

As colleges and universities look for low- and no-cost ways to market, we think Unigo is worth everybody’s careful consideration. GDAIS would be glad to work with your marketing team to develop your Unigo site and/or other cost efficient word-of-mouth marketing programs.  For more information, contact Topher Small at 860-388-3958 or topher@dehne.com.