Federal Audit Points to Deceptive Practices by Student-Loan Servicer Navient

Federal Audit Points to Deceptive Practices by Student-Loan Servicer Navient One of the nation’s largest student loan servicing companies,
Navient Corp., may have driven tens of thousands of borrowers
struggling with their debts into higher-cost repayment plans, a
U.S. Department of Education audit has found.<img
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Fired Missouri education commissioner could get job back

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Four Ways to Break Through the Competition Using Appreciation Campaigns

Four Ways to Break Through the Competition Using Appreciation Campaigns

Thanksgiving isn’t just turkey and cranberry sauce. It’s
about gratitude! Here are four exciting ways to stand out by
showing gratitude to prospective students any time of the year.

Being the week of Thanksgiving in the U.S., I’ve been thinking
about how showing your gratitude can be a powerful way to make a
deeper connection with your audience.

Showing heartfelt gratitude benefits your education brand in
many ways. But more than anything, expressing gratitude endears you
to your audience as you show them that they are more than just
another enrollment goal to check off.

To do this, plan and implement appreciation campaigns for your
various audiences throughout the year — not just on
Thanksgiving!

Appreciation Campaign Basics

All marketing campaigns should be audience-centric — it’s
about them and their dreams, not ours. But eventually, marketing
has to call the audience to do something that benefits your
school.

However, appreciation campaigns pull out all the stops and focus
entirely on the audience. They’re about calling out the things
you appreciate about your audience.

That means no call to action. Just pure gratitude.

The goal of these campaigns is to build
loyalty for your education brand
 by being one of the
only higher education voices out there who recognizes how amazing
they are.

How often do you think your prospective student has been
recognized for the brave and intelligent way they’re looking to
improve their future through higher education?

How often do you think parents are appreciated for their loving
support of their child, constant worry for them, and immense trust
they’re placing in you?

Not that often. That’s why appreciation campaigns are a
low-cost, strategic way to differentiate
your education brand
 from other higher education
institutions.

The Foundation to an Effective Appreciation Campaign

Name your campaign

Create a memorable catchphrase for your campaign like “Ode To
Mothers” or “To the Brave Ones” (as in prospective students
are bravely entering their new season of life).

Narrow your focus

If you try to thank everyone, the impact of your campaign will
be minimal. Choose a specific group like prospective students or
parents and focus all your efforts on it.

Give your campaign a face

Generate more buzz about your college or university by coming up
with a face for the campaign. The university president, a series of
faculty and staff members, or a well-known alumnus are all good
candidates.

Decide on channels

Which channels are you going to focus on for maximum results?
Think about where
your audience is likely to hang out
, and focus your marketing
campaigns there.

Now that the basics are out of the way, let’s get into 4
specific ways to show gratitude to your audience through content
marketing.

#1. Touch hearts with video.

In your appreciation campaigns, it’s wise to use
video
 because:

  • Generation Z respond well to visually engaging rich
    content
     like 360
    photography
     and video.
  • Video is part of the daily lives of Gen Z — dishing out
    content on their favorite channel helps you to be heard and not
    ignored.
  • It spices up your content and helps your institution stand out
    from competitors who use traditional copy and photos.

Who can you feature in these videos?

  • Alumni – let former students give thanks to parents
    for forfeiting privileges so their kids could go through
    college.
  • Parents – chronicle a day in the life of a parent,
    noting the numerous sacrifices they make in order to make their
    children’s education dream come true.
  • Chancellor or President – a personal message of
    gratitude to students from the visionary leader.

Try new ways to use video content like Instagram’s IGTV mobile
app
 to communicate your message of appreciation through 10
minute videos. Getting your messaging on these cutting edge
channels means you’ll get there before your competitors do.

#2. Enthrall with email.

Use the intimacy of email to personally thank your constituents
for their unwavering support throughout the years.

Create unforgettable taglines like “A Song For The Unsung
Heroes.” To craft a compelling email that resonates, pay
attention to the following ingredients:

  • Subject – Shorter subjects work best because they
    don’t get cut off since most people read email on their mobiles
    these days.
  • Personalization – Go beyond using their first name in
    the opening. Personalization is all about hyper relevance. To tug
    your audience’s heartstrings, address their struggles and
    aspirations.
  • Specificity – General expressions like ‘Our hearts
    are overflowing with gratitude” don’t mean much. Go deeper into
    the reasons why. Address the specifics.

#3. Wow with banner ads.

Getting people’s attention nowadays is tough.

Attention-grabbing banner ads — a paid
marketing strategy
 — can solve this problem. Use them to
drive prospective students from social channels to your site as
part of your social
media marketing
strategy.

Since banner ads are very visual:

  • Use engaging images or multimedia – animations,
    fallback images and videos spice things up and grab attention
    fast.
  • Use a popular person as a drawcard – a famous person
    your audience loves can boost click throughs to your website.
  • Use short but punchy copy – compliment the visual
    message with brief copy so prospects get the message quickly.

Plus, your landing page headline should match the content of
your ad so visitors don’t get confused and leave.

#4. Thrill with giveaways.

Giveaways are a great way of bonding with your audience and
generating goodwill towards your institution. After all, who
doesn’t love a free gift?

Here’s a list of freebies for you to consider:

  • A scholarship
  • Totes and bags
  • Small electronics like portable Bluetooth speakers
  • Host a luncheon for parents

While it’s difficult to measure the results of a well-executed
appreciation campaign, messages of gratitude will build
your education
brand authority
 and help you differentiate yourself from the
rest.

Want to Improve Your Digital Marketing Results?

Then you’ve got to know how to write for the web. That’s why
we want to send you our latest ebook: Writing
for the Web: 7 Secrets to Content Marketing Success for Education
Marketers
!

With this helpful resource from Caylor Solutions, you’ll learn
how to:

  • Grab your reader’s attention immediately
  • Pull your reader’s attention deeper into your content
  • Write so that Google (and other search engines) find you
    easily
  • Increase your website’s conversion rates

In short, you’ll be able to write the copy that makes your
digital marketing strategy work for you. Download
your copy today!

Featured image by foxysgraphic via Adobe
Stock

This post was originally published at: https://www.caylor-solutions.com/4-ways-to-break-through-the-competition-using-appreciation-campaigns/

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Four Ways to Break Through the Competition Using Appreciation
Campaigns
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Technology and Education ReCap From Across the Web, w/e 11-17-18

Technology and Education ReCap From Across the Web, w/e 11-17-18 Informative, inspiring, or just plain interesting education and
digital technology content from across the web, posted on Twitter
over the past week and collected here to share with our blog
readers….

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The Best Way to Begin Your 2019 Marketing Plan

The Best Way to Begin Your 2019 Marketing Plan

With the new year around the corner, many are starting to craft
their 2019 marketing plan. Wondering where to begin? Start by
looking back.

Maybe you’ve got your new
budget all set and approved
. Perhaps you’re a go-getter who
likes to get a head start on planning.

Whatever the motivation, lots of marketers are starting to look
ahead to a new semester, a new year, and new strategies to grow
their enrollment pipelines.

If you’re starting to look ahead to your 2019 marketing plan,
then I highly recommend that you begin by taking a look back at
various wins and successes from this past year.

Our natural tendency is to look back at all the things that
we’d do differently and all the strategies that didn’t go as
we’d hoped.

While you should always learn from past mistakes, there’s a
real danger in getting too deep in the quagmire of regrets and
disappointments. So before you get to the negative analysis, I
recommend that you start with a positive review.

What happened in your higher education marketing in 2018
that’s worth celebrating?

This isn’t just advice to keep you feeling better. Starting
with a positive look back has some strategic advantages.

Looking back…

Reminds you of your goals.

With so many things going on, it’s easy to lose sight of the
goals you’ve set. In the fast-paced world of higher education
marketing, you can get so lost in the day-to-day tactics that you
can’t see the overarching plan.

That’s why it’s critical to remind yourself of your goals.
And celebrating past wins is a great way to do that.

Another reason to remind yourself of your goals is that if you
don’t, you might end up celebrating results you didn’t work
for.

If you think about it, there are two kinds of events you could
celebrate:

  • Good things that happen by accident
  • Good things that happen through the direct work of your
    team

I love it when great things happen unexpectedly — but to gain
strategic value from celebrating your wins, you need to celebrate
results that came specifically through the good work of your
team.

Celebrating happy coincidences can feel like a hollow exercise.
We’re all glad it happened, but we can’t  know for
sure
 if what happened occurred as a direct result of our work
or not.

On the other hand, celebrating wins that happened after long
days of hard work, bold risks, or disappointing setbacks can bring
your team the motivation and clarity you need for the coming
year.

How do you know which results are a direct result of your
team’s work?

By identifying and celebrating the goals you’ve set and
met.

When you are reminded of the goals you made at the outset of the
year, you’ll be more inclined to forge ahead with newer, bolder
goals for 2019.

Reinforces what’s important.

There’s a popular leadership maxim: “Vision leaks.” And
it’s true for marketing teams as well.

As marketers, we often forget the three things we do:

Creatives tend to get distracted by their designs and
strategies. Skewing to the design side of marketing — which
admittedly, is the coolest side — can lead to doing things just
because they’re cool, not because they’re effective.

Celebrating the wins of 2018 will help reorient your team to
the key
performance indicators
 they need to support with their
creative work.

Boosts morale in your team.

When you celebrate your past wins, you’re really celebrating
your team.

It’s about what they’ve done. It’s about the contributions
they’ve made.

Recognizing the value and work of your team is an incredible way
to boost morale.

You’ll need all that energy and esprit de corps to
accomplish what you have in mind for 2019.

You know what works and can invest more in these successful
tactics.

Looking back to celebrate your wins over the past year will
bring to light the strategies that worked, and which ones
didn’t.

Your college or university is different. In fact, your uniqueness
is your biggest competitive advantage.

But that also means that the strategies others are using won’t
always work for you.

Be open to new ideas and adopt new strategies that you see
working for others, but make sure you
are tracking your metrics
 so you know which strategies or
tools are actually working for you.

Once you see clearly which strategies, hacks, or tools are
producing good results, then you can make room to invest more into
them in your 2019 plan and budget.

Increases confidence in your leadership.

One thing you’ll need for sure in 2019 is the full buy-in of
your team. This is one of those intangible must-haves for marketing
success.

Any marketing strategy or campaign can be derailed if there’s
little to no internal confidence in the idea.

By pointing out the progress you’ve made over the last year
and celebrating victories, you’re growing the strength of your
leadership in front of your marketing team and the other
departments within your organization.

You’ll need their confidence in you and in your ideas as you
head into the new year asking for their input, time, and
resources.

Celebrating past wins is a powerful and effacing way to bolster
the confidence of your team in the strategies and projects you’re
prepping for 2019.

So all the best to you as you look back and start your 2019
plans with gratitude and celebration!

Want to Improve Your Digital Marketing Results?

Then you’ve got to know how to write for the web. That’s why
we want to send you our latest ebook: Writing
for the Web: 7 Secrets to Content Marketing Success for Education
Marketers
!

With this helpful resource from Caylor Solutions, you’ll learn
how to:

  • Grab your reader’s attention immediately
  • Pull your reader’s attention deeper into your content
  • Write so that Google (and other search engines) find you
    easily
  • Increase your website’s conversion rates

In short, you’ll be able to write the copy that makes your
digital marketing strategy work for you. Download
your copy today!

Featured image by stockphotokae via Adobe
Stock

Name tag image by iQoncept via Adobe
Stock

This post was originally published at: https://www.caylor-solutions.com/the-best-way-to-start-your-2019-marketing-plan/

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The Best Way to Begin Your 2019 Marketing Plan
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2019 Top Marketing Trends to Help Your School

2019 Top Marketing Trends to Help Your School

Augmented reality. Voice-assisted technology. Blockchain. And
even showing your prospective student a piece of your campus via a
button you wear on your lapel at a college fair. In today’s video
blog, we discuss a few of the new and important marketing trends to
consider in 2019.

Video Blog Transcript

Amy:
Welcome to today’s video blog with Bart Caylor, president and
owner of Caylor Solutions. My name is Amy. Bart, welcome. Tell us a
little bit about how things are going there in Fishers,
Indiana.

Bart:
Things are going well. Glad we could do this today. It’s exciting
to do some video blogs.

Amy:

Yeah, it’s hard to believe we are already pushing into
November here and looking straight at 2019. I was hoping today you
can just tell us a little bit about what the folks in higher
education and K12 education should be looking for regarding
marketing trends and marketing technologies coming down the
pipeline.

Bart:
Yeah, there are a couple of things that I have been kind of
thinking about. One is we talk a lot about segmentation in our
audiences and, whether you are talking about Baby Boomers or Gen X
or Millennials or now is Gen Z, I think a lot of times it’s
confusing and especially as marketers in education, we kind of get
used to being in one framework.

I remember in the late 90’s when I was working with some
colleges on their websites, and the term “Millennials” was all
the buzz because the Millennials were coming into college and (you
wonder) “How we are going do that enrollment?” They were
different – they had a digital footprint that other generations
did not have before.

Well, I think one thing to keep in mind is that now those
Millennials that we were talking about the late 90’s – you know
it’s hard for some of us who have been in marketing and education
for 20-25 years to realize – that now those people are parents.
And so especially in the k-12 market, those same students that we
were talking about in the late 90’s are now parents of students
coming into the k-12 market, so (we’ve) got to keep that in mind
as Millennials shift into parents and then as Generation Z comes
up.

You know that’s an entirely different generation. I think so
many times we are still worried about how to market to Millennials.
And, yes, they are the greatest and largest generation that we have
to market to right now, but Generation Z is the audience that is
making decisions about higher ed right now. They are in their
first/second year of the college right now, and we have to shift
and pivot the way that we think about marketing to prospective
students and their parents in such a way that we are now talking to
Generation Z.

They are digital natives first and foremost. They are idealists.
They really want to know that what they are doing makes a
difference in the world, and so we have really got to make sure
that we are putting our best foot forward when we talk about our
differentiators and different elements on that. So that’s the
first thing – really understanding those different audiences and
understanding that where we are in those generations.

I’d say the second thing that I’ve been looking at and
thinking about is this whole idea of voice assistance technology. I
think this is an area that education is going to need to get in on
and get on board with.

So the idea that so many people and individuals now have voice
assistance technology in their homes – whether it’s Amazon’s
Alexa or Google Voice Assistant or Siri – those tools are being
used more and more to find out information – whether it’s about
“what’s the tuition of XYZ college?” or “what are the
majors that are available in the state of Indiana in
agriculture?”

So if we don’t have our content in such a place that it can be
withdrawn by the voice assistance – but also starting to think
about how can we market into those voice assisted technologies. I
know that there are a lot of places now that are creating
one-minute summaries or audio versions of things that can be quick
keywords. And, so, what I have been encouraging a lot of clients to
do is really pay attention to those technologies, pay attention to
what corporations are doing. Look at corporation’s broadcasters
– what’s NPR doing? what’s Target doing? What are these
different household brands doing? And then figure out, “How can I
transfer that into our education marketing?” It’s gonna be a
little bit off yet. You know, we are still not there – where I
think it’s something you have to be doing – I mean you need to
be doing your basic blocking and tackling right now with website
social media strategy and content, but as you develop more content,
think about, “How is that content going to be utilized in a voice
assistance technology way?”

I think on top of that another thing that I see coming down the
road is continued development and maturity of this augmented
reality. I know with the recent release of iOS 12 on the Apple
operating system for the phones and mobile devices, they are really
taking advantage of augmented reality.

And the idea that there is a ruler app on your phone now – I
tested it the other day. I had a 3 x 5 card on the floor. I pointed
my phone at it, and it measured 3 inches by 5 inches. And just the
accuracy of the augmented reality and to start thinking about how
marketers can leverage that technology.

There’s a great organization in Australia called pixelcase,
and they are doing some really cool augmented reality for being
able to experience space. So imagine if you wanted to have someone
experience a space on your website, but you wanted them to
experience that at a college fair. Well, you could have some way
that they can pull up Facebook or Snapchat, point the camera at a
trigger image, and all of a sudden they can walk through a portal
and be on your campus and explore the campus right there within the
environment of the college fair. So keeping that in mind.

Or utilizing print and digital together where maybe the back of
your business card (an admissions counselor’s business card) –
viewed through the portal of snapchat or facebook camera – all of
sudden you can see a video about campus or you can see a
testimonial from somebody who’s interested in the same major you
are. So a lot of things can be done that are kind of
out-of-the-box, especially when you’re talking to students and
you’re being one-on-one with those students at a college fair or
in an admissions area or things like that – So, how can you
bridge that physical world into the digital world and really keep
these students engaged in something new.

And then finally, I’d say that the big thing that I’m seeing
coming is this whole idea of Blockchain. I know a lot of people
kind of only associate it with Bitcoin and virtual currencies, but
Michael Matthews at Oral Roberts University is an expert in a lot
of these technologies. ORU is really leading the way in a lot of
the applications of these things.

They’ve got some great certification programs, and Michael has
put together several explainer videos on LinkedIn – and I can
provide some links to those – but Blockchain technology is really
going to revolutionize the way that we interact with our data.

It’s going to revolutionize education so that instead of
having a seal on your transcripts, it’ll actually be in the cloud
in a Blockchain that is uniquely identified to you. And it can
never be changed. It’s authenticated and real, and it’s just
multiplied over and over and over and duplicated so it can’t be
changed or altered, except by the person who holds the key. And so
while I’m not sure how Blockchain is going to play into
marketing, it’s kind of like it was in the early ’90s where
people were not sure how this internet thing was going to play into
marketing – but now, here we are.

And so Blockchain is another one of those things that kind of to
me smells like the internet – it smells like what we called the
internet, too, in the late ’90s and early 2000’s – when
content started to come online, and blogging and social media. And
I think Blockchain is going to introduce kind of a third wave of
that type of thing.

Amy:
Excellent. I tell you my enrollment marketing career began in 2003,
and thinking of an admissions fair where I would have those tools
to chat with the students is very, very different than it used to
be.

Bart:
Yeah, and I think that’s what’s interesting because I think
students today want to experience things. Especially Generation Z
– that’s one of the hallmarks in this experiential – that’s
why so many of them going on gap years – why so many of them
interested in study abroad programs. Well, imagine if you can do it
in such a way that they can experience it at a fair as opposed to
just grabbing a brochure, and you doing the same thing that every
other table is doing down the road.

Amy:
Yeah, it’s awesome what’s available. You know, if I’m sitting
on the other side of this vlog and thinking about how my school
might be able to stay up with what’s happening, sometimes it can
feel overwhelming, Bart, because it feels like something new comes
out all the time. So what would your advice be as far as maybe how
often to really try to reanalyze what your clients are doing at
their different schools?

Bart:
Yeah, I think that people ask me this all the time. They’re like,
well how do you stay up on all this stuff, because it changes so
quickly. And yeah, it does, and I find it hard to stay up even
though that’s something that I’ve really been doing for most of
my career – is staying up on kind of what’s the next thing. And
what I do personally – l go out and I just scroll down LinkedIn,
and I see what people are talking about. I scroll through Twitter
just to see what people are talking about and see what’s
trending. And if I don’t understand something, I get curious, and
I go read more about it.

We also take a lot of that information we’re learning – and
what we’ve learned in our curiosity – and put it into formats
and content like this video blog. I think it’s an example of what
we at Caylor Solutions are trying to do, where, “hey, we found
these cool little things that are out there.” And there are all
kinds of things – I mean, you know, I’m going to start doing
some unboxing and some other things with some little toys that I
found for marketing that we can share. But I think that, yeah, the
more that you can kind of find those places that are talking about
it – so we blog pretty regularly about some of these things, and
we’re gonna start doing these video blogs.

And then another place that I go is Amazon (it) has a Launchpad.
And I’ve gone to the Amazon Launchpad and discovered a lot of
really cool things. There’s this beam button that I discovered.
And basically, it’s a button that you wear on your lapel, but you
can connect it to your phone, and it will actually allow you to
push content to this button – whether it’s video or whether
it’s gifs or whether it’s just asking me about financial aid.
Another thing that could be really powerful in a college fair
situation. So, that’s how I’m finding a lot of information, and
there are probably better ways to do it, but that’s how I’m
doing it.

Amy:
You‘re making me want to go back to the front lines here of being
an admissions counselor.

Bart:
There you go. It’s a tough life, so..

Amy:
Well, thanks for your information today. Do you have anything else
you want to share with our audience today?

Bart:
I would just encourage you, if you haven’t already, subscribe to
our blog – go ahead and do that. It’s on this page. You can
subscribe to the blog, and you’ll be receiving weekly updates
every Tuesday. We publish the latest blogs, and you’ll get that
in your email box. And be sure to comment if you have other things
that you’re looking at, as far as marketing trends that you think
are coming – put that in the comments here, and we’ll go ahead
and start a conversation about it.

Amy:
Thanks so much Bart. We’ll see you next time here at Caylor
Solutions.

Bart:
Thanks, Amy.

This post was originally published at: https://www.caylor-solutions.com/top-marketing-trends-to-help-your-school-in-2019/

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2019 Top Marketing Trends to Help Your School
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