Xerox, Kleenex and Zoom. What do they have in common? As victims of their own success, these brands have become common terms for their products or services. Of course, there are other brands of photocopiers, tissues and virtual meeting platforms. But for many people, these brand names and the products themselves are the same thing.
As admissions marketers, how do we avoid becoming a “Zoom University” through our virtual participation program?When we think ahead of time the hybrid future of interacting with potential students Every interaction between students and us is more important than ever, which will be connected with our brand image.
The problem of unbranded experience
A custom zoom background is not the answer to this question. It’s like a tablecloth spread on a table at a large university fair. After all, everyone looks, feels and behaves the same. Despite any efforts to the contrary, a Zoom meeting or webinar will always be a Zoom meeting or webinar, which makes your institution look like all other schools hosting Zoom meetings or webinars.
Social media platforms or cumbersome applications are not the solution. Specifically, social platforms have matured and there are issues related to distractions in advertising and “what’s next?” Algorithm-driven content. Privacy is another issue.Whether we like it or not, send your student audience directly to YouTube Yes Sell your institution’s brand and student data Go to Google for free.
Avoid becoming generic
At Babson College, we work together to ensure that we are stronger and more entrepreneurial than ever before to emerge from the pandemic.
Although we use various tools to connect and communicate (including WebEx for meetings), the cornerstone of our recruitment work is a private-branded streaming platform that promotes real-time virtual events and hosts as needed.
By leveraging this branded platform, our team can easily present key topics to our audience from a single point of access, such as application seminars, family financial aid overviews, and student display panels. Send unique personal login information to students and parents via email and SMS text messages to access the presentation. Since they are not on Zoom, there is no need to download or install apps-improving accessibility and attendance. This also allows us to unify the data from these results into one activity stream and automatically update the student records in our Slate CRM. These types of insights only apply to conference software such as Zoom.
Fighting zoom fatigue means being creative
Zoom fatigue is real, simply because there is nothing special about the Zoom experience from one organization to another. It all looks the same. If all your content is provided through a virtual platform, and all your information is shared through PowerPoint slides or 45-minute presentations, then your lack of differentiation and excitement is the cause of fatigue.
But even if the content is thought-provoking or interesting, does Zoom’s non-featured experience represent your brand well? Can your audience easily access the content after the event?
At Babson, we recognize that different virtual platforms play different roles in our virtual participation strategy. Our large-scale event brand and unique platform with a strong on-demand video library are as important as our 1:1 video conference. In the final analysis, this is the difference between Babson, which looks like Netflix, and standard cable plan providers. Brand experience means that each institution can tell its own story and master information, while meeting students at every step through video content.
Courtney Minden is Vice President of Admissions Management Babson College.