"Field Notes" is a regular Connect
column covering practical and philosophical issues facing admissions and registrar professionals. The columns are authored by various AACRAO members. If you have an idea for a column and would like to contribute, please send an email to the editor at connect@aacrao.org.
by Becky Tankersley, M.Ed., Communications Officer, Enrollment Services, Georgia Institute of Technology; PAC Chair, Recruitment & Marketing, AACRAO
Communication plans for admission and recruitment typically include the same tools, regardless of the size of the institution: brochures, flyers, websites, portals, emails, and social media. But many schools are adding blogs to that list. The technical set up of a blog isn’t overly difficult, as most web hosting platforms include a blog option. Even if your platform doesn’t include that option, there are plenty of free options available.
The truth is, blogs are a dime a dozen. Successful blogs are harder to come by. A blog can be a great addition to your communication plan. But just because you CAN create a blog doesn’t necessarily mean you SHOULD, at least not without proper planning.
Nearly three years ago we launched an admission blog at Georgia Tech. Before initiating the project, there were several questions we took into consideration. Having honest discussions about these questions ahead of time helped us create a successful blog that has grown to more than 2,100 subscribers.
If you’re considering launching a blog to enhance your recruitment efforts, here are a few things to consider before hitting “publish.”
But just because you CAN create a blog doesn’t necessarily mean you SHOULD, at least not without proper planning.
Who is your audience?
The content of your blog should be tailored to your readers, so the first (and possibly most important) question to ask is who is the audience? Do you find your office gets a lot of emails or phone calls asking particular questions about admission, financial aid, or campus life? Are your counselors asked to come to high schools and serve as panelists, or speak broadly about admission and selectivity at college nights? Do you want to speak to prospective students, high school counselors, or parents?
Another way to identify your audience is by looking at your mission statement. The mission of Tech’s admission office is “To serve the Institute and educate constituents about Georgia Tech and the admission process with professionalism and authenticity.” The
blog reflects that mission by speaking broadly about college admission topics (not just admission specifically at Tech). Our goal is for readers to be able to take the concepts we write about and apply it to any college application, whether they apply to Tech, Stanford, Auburn, or UNC Chapel Hill.
Another example of a successful blog is the University of Georgia’s
admission blog. UGA’s blog, however, is targeted more towards their own applicants. They use their blog to not only talk about admission in general, but also to address specific questions regarding THEIR application, THEIR review process, and THEIR deadlines.
Two different blogs, two different audiences, and both successfully accomplish their purpose by appropriately writing to their audience.
What will you say?
Once you’ve identified your audience, it’s time to think about what you want to say to them. We all have talking points used during information sessions, college fairs, and high school visits. But this information will only last so long. At some point you’ll run out of your “canned” responses. Then what? Having a long term vision for what you want to say will steer your blog in the right direction, and ensure you don’t run out of topics to write about.
Who is the primary voice?
Blogging is easier said than done. Who is the person on your staff that is up to the challenge of regularly posting? Find someone who not only enjoys writing, but has a good pulse for the message you’re trying to convey. In addition to a primary writer, be sure you also have a primary editor. The Director of Undergraduate Admission, Rick Clark, is the primary voice of Tech’s admission blog, and I serve as the primary editor. Over the years we’ve created a good system for writing, reviewing, and publishing. But in the beginning we had some candid conversations about content and why particular edits were recommended, such as rewording a section or removing a statement altogether. Once we learned what to expect from one another, it created a smoother process. An extra set of eyes is always helpful, so be sure you have people on your team who can serve in an editorial capacity and support your primary writer.
How often will you post?
Do you plan to post weekly? Biweekly? Monthly? A successful blog should be fairly predictable in its timing. If your reader logs on and sees no one has posted in three weeks, they may assume the blog has gone silent and no one is keeping up with it (and truthfully, if you go that long without a post, they’re right!). Set expectations on the front end of how often you plan to post, then stick to that plan. Readers like predictability, and a post every now and again isn’t going to cut it in today’s blogosphere.
How will you measure success?
What does success mean to you? Install an analytics tracker to review which posts are most popular, how long readers are staying on your page, and other key metrics. Once you have data on your posts, use that information to guide future posts. We find tips to be especially successful, along with posts where we give readers a “look behind the curtain” of admission. Other posts, such as how to schedule a campus visit, don’t resonate quite as well. Once you start tracking your data, you can use that information to create content you know your audience wants to read. Beyond data, success may also include other items such as shares on social media or personal notes received from readers. Identify what success means to you, then aim for those goals.
A blog is a good way to enhance your recruitment efforts and fill any gaps that may exist in your communication plan. By answering the questions listed above, you can begin to create a plan, and a blog, that proves to be successful.