Marketing Innovation: Utilizing Mobile Apps To Capture Today’s Elusive Web-Savvy Students

1. Marketing Innovation: Utilizing Mobile Apps To Capture Today’s Elusive Web-Savvy Students Presentation Sunday, April 22, 2012 Innovation Theater 8:00am AACC

2. Meet The Presenters • Stephan Gunsaulus • Director of Marketing and Communication • Cuesta College • Kathi J. Swanson, Ph.D. • President • CLARUS Corporation

3. Today’s Discussion • Utilizing Technology To Enhance The “Experience Management” • Aggregation of e-services • Mobile Internet usage • Consolidation of communication channels • Develop an integrated plan

4. Trends In Mobile Internet Usage

5. Today’s Discussion • In 2009, Adobe Systems’ Primary Business Goal Was Creating Mobile Technology • Expects explosion in handheld device use over next few years • Making documents easier to read and access • Explosion Among Smartphone Users And Cell Phones With Internet

6. Mobile Social Networking

7. Today’s Discussion • Trends In Mobile Internet Usage • Who is using? • Mobile Apps Versus Mobile Web Sites • One or both?

8. Evolution • Main Frame Computing • Mini Computing (1970’s) • Personal Computing (1980’s) • Desktop Internet Computing (1990’s) • Mobile Internet Computing (2000’s)

9. Mobile Internet Usage

10. Mobile Internet Usage • Mobile Devices Are Becoming The Virtual Newspaper • Number of unique mobile phone users who access news and information on a daily basis has grown to 22.4 million in January over the previous year • Growing importance of mobile Internet as consumers become more reliant on their mobile devices to access time-sensitive and utilitarian information

11. Mobile Internet Usage • Pew Research Center In Washington • Surveyed 2,252 adults over 18 in April and May 2010 • Defined Wireless Internet use as going online using a laptop either via Wi-Fi or cellular, using an e-mail system or using the Web or instant messaging services on a cell phone

12. Mobile Population • 62% Of All Americans Are Part Of A Wireless, Mobile Population That Participates In Digital Activities Away From Home Or Work • 58% have used either a cell phone or PDA for a non-voice data application • 41% have logged onto the Internet away from home or work using a wireless laptop connection or with a handheld device

13. Electronic Options • Logged On Wirelessly Away From Home Or Work Using A Laptop Computer • 70% of online users between the ages of 18 and 29 • 53% of online users between ages 30 and 49 • 39% of online users between ages 50 and 64 • 29% of online users age 65 or older

14. Mobile Internet Usage • Results • Low-income groups in the U.S. are now the fastest adopters of mobile Web devices • 46% of households earning less than $30,000 a year are wireless Internet users • This lowest income group surveyed was the fastest growing – up by 11 percentage points from 35% in April 2009 • The lower-income group still uses wireless Internet technology less than higher income groups

15. Mobile Internet Usage • Results • 80% of households in the highest income group, those earning more than $75,000 a year, are now using wireless Internet technologies • Up from 72% a year earlier

16. Mobile Internet Usage • Results • African-Americans (64%) and English-speaking Latinos (63%) are wireless Internet users • 57% of White Americans say they are using the technology • All three groups showed an increase in wireless Internet use over last year

17. Mobile Internet Usage • Results • African-American and Hispanic groups do more texting, Web browsing, e-mailing, and instant messaging than White users • 87% of the African-Americans and the same percentage of Hispanics own a cell phone, compared to 80% of the White respondents • Minority users are more likely than White users to use social networking sites, watch videos, post a video or purchase a product on a cell phone

18. Considering A Mobile Site?

19. Current Site On A Mobile Device • It’s More Than Making Current Site Look Good On A Mobile Device • Usability is different • Accessibility is different • Trends are different • Starting a mobile site means researching your audience(s) and building the tools to meet their needs • First, test your current web site

20. Testing Web Sites • Testing Current Web Site For Mobile Access • http://ready.mobi/launch.jsp?locale=en_EN • Sites Tested • www.CLARUSCorporation.com • www.ccp.edu • http://CLARUSCorporation.wirenode.mobi

26. Mobile App Or Mobile Web Site • Mobile App • Apps built specifically for iPhone, Android, or any other platform and installed on the device • Use if all your content needs to be accessible offline since only a client application can store it on the phone • Pitfalls • Need to be downloaded and installed by the user each time you distribute an update • Have to create and manage many different versions for all the different hard- and software platforms

27. Mobile App Or Mobile Web Site • Mobile Web Site • Cross-platform browser-based mobile web sites accessible through a mobile device • Mobile web sites are much easier to handle • No installation, server-side updates, browser as single access point and, based on the right software platform, you need to create and manage only one web site for all devices • Personalization can be realized within a login area

28. Traditional Web Site

29. Mobile App

31. Mobile App

32. WVU Mobile Site

33. WVU Mobile Site

34. West Virginia University http://m.wvu.edu/about/) – http://m.wvu.edu • Color scheme is good and easy on eye • Pulled their YouTube feed right into their page • A directory search • Athletics section Best of the Mobile Higher Ed WebBy Michael Fienen - Mon, May 17, 2010

35. Virginia Tech – http://mobile.vt.edu • Layout is simple, and the theme is fairly eye-pleasing and easy to read • Mobile map nice touch and useful for visitors who come to campus Best of the Mobile Higher Ed WebBy Michael Fienen - Mon, May 17, 2010

36. MIT (http://mobi.mit.edu/ about/ ) – http://m.mit.edu Technically heavy mobile sites Released their framework for anyone to use Crammed a ton of tools into a limited space, and made them flexible and useful Best of the Mobile Higher Ed WebBy Michael Fienen - Mon, May 17, 2010

37. Cautions • Mobile App Leading To Old Web Site Is Not Appropriate • Frustrating With Students • Take Care With Apps Being Introduced With Content Management Systems • Creates A False Site, Frustrating For Students

38. Develop A Plan • Mobile Web Site Should Be A Component Of An Overall Communication Plan • Define Audience • Define Needs • Integration With Current Social Media And Communications • Facebook, Twitter • Emergency Communications Plan

39. Conduct Research • Mobile Web Scan Of Current Students • Level Of Mobile Usage • Platforms • What Needs Are For Mobile Access • Cannot Do Everything On Mobile Site • Web Site Visitor Survey • Analytics

40. Choose A Great Name • Buy A .mobi • New server; Purchase domain name • Example: CLARUSCorporation.mobi • Create A Sub-Domain • Easiest of the options to set up (you already own the domain); Cheapest option • Example • For iPhone, Android, and Palm users, access the site at http://i.roanoke.edu • For Windows Mobile and Blackberry users, access the site at http://m.roanoke.edu

41. Choose A Great Name • Buy A .mobi • New server; Purchase domain name • Example: CLARUSCorporation.mobi • Create A Sub-Domain • Easiest of the options to set up (you already own the domain); Cheapest option • Example • For iPhone, Android, and Palm users, access the site at http://i.roanoke.edu • For Windows Mobile and Blackberry users, access the site at http://m.roanoke.edu

42. Potential Key Uses • Schedules • Include pertinent dates • Academic calendar, final exam schedule, campus hours open during holidays, etc., and information that would need to change frequently and is the information that allows students to plan their schedules • Directories • Include phone numbers and e-mails for staff, departments, faculty, etc.

43. Potential Key Uses • News And Events • Information on open houses, news for the day, happenings on campus, etc., or the current news feed on the home page of many college web sites • Emergency • Emergency messaging information should be available and contacting campus emergency personnel should be a button away

44. Potential Key Uses • Campus Map • Interactive GIS map that would allow a student to navigate campus and may include a list of classes and locations for the semester • Static or interactive like a walking Garmin • Schedule Of Classes • List of the classes available for an upcoming semester but different format would have to be designed since the current class search would not easily translate to a mobile

45. Potential Key Uses • Login To MIS System/ Blackboard/ Distance Learning • E-Brochure • For those visitors looking at the college, a link to an easy-to-use e-brochure would be good – and then a potential page link to admissions

46. Integration Of E-Services • Aggregation Of E-services • Online Application • Online Catalog • Online Viewbook • Chat • Social Media • Mobile Web Site • Apps

47. Wrap Up, Evaluation, And Questions!

48. Stephan GunsaulusDirector of Marketing and CommunicationCuesta CollegePO Box 8106San Luis Obispo, CA 93403805.546.3153sgunsaul@cuesta.edu

49. Kathi J. Swanson, Ph.D.PresidentCLARUS Corporation212 Box Butte AvenueAlliance, NE 69301308.762.2565 Ext. 100kathi@claruscorporation.com