Bob Johnson (US)
Higher Education Marketing Consultant, Bob Johnson Consulting
Presentations
Websites & Brand Strength: A Guide to Achieving a 90% Positive Customer Rating
Time: 10.15-11.00
Wednesday, 9. Nov 2011
Session: Higher Education – Top tasks
Track: Higher education
How did one university website achieve a 90% positive rating from future students and their parents in surveys in 2010 and again in 2011? And what did they recommend to make a great site even better?
Tutorials
Top Task Design: The Key to Integrating Content Strategy for Mobile and Traditional Websites
Time: 13.00-16.00 Tuesday, 8. Nov 2011
Today, the marketing impact of design and content on traditional websites is under siege by the move to mobile communications and interest in social media. The result is a need to develop a content strategy based on the “top tasks” that potential customers who visit your website want to complete without creating “organization-centric” barriers that will drive them away from your site.
Events
What’s on – Roundtable discussions
Time: 14.00-15.00 Wednesday, 9. Nov 2011
1. Google+: A digital platform for success?
2. How universities are implementing mobile strategies
3. Intranet trends for 2012 and beyond
4. Open source CMS marketplace & trends
5. Website relaunch: How to find a new software vendor and/or agency?
6. “That’s the way the cookie crumbles!” What the EU privacy directive means for you
7. The value of social business platforms for your organization
8. The growing importance of mobile in your online presence
9. Successful web project management: Is it actually possible?
10. Standards matter! But which, why and how?
11. Better information sharing through standards
12. The boundaries of a digital strategy
13. Search
14. User Experience
15. Digital Marketing
16. Aligning digital and business strategy
Biography
Bob Johnson has worked with 50+ colleges and universities since 2006 to develop strong online marketing communication programs.
Specialties include Customer Carewords research to better engage website visitors, marketing communication reviews of college and university websites, and “Writing Right for the Web” workshops. He is a partner with Gerry McGovern at Customer Carewords, Ltd. in Dublin, Ireland.
Bob’s popular email newsletter, “Your Higher Education Marketing Newsletter,” is sent monthly to 4,000+ subscribers at more than 1000 U.S. colleges and universities and others in several other countries.
Bob’s prologue on online communication challenges for strategic enrollment management opens The SEM Imperative, Taking Enrollment Management Online (AACRAO, 2007). Another prologue opens a 2009 AACRAO book, Campus Visit Programs.
Bob is the author of “Advancement and the Web: Thriving in a New World” and “Transforming Your Web Site into a Collaboration Marketing Tool,” (Handbook of Institutional Advancement, CASE Books 3rd ed., 2000). As co-editor of Integrated Marketing Communication, A Practical Guide to Developing Comprehensive Communication Strategies he wrote three chapters, including “Marketing on the Web: Blending the New and the Newer.” (CASE Books 1999).
A frequent speaker at professional meetings and online conferences sponsored by Academic Impressions, ACT, American Marketing Association, CASE, Aslanian Group – Education Dynamics, and Magna Publications, his topics include Writing Right for the Web, web analytics, best practices for online communications, and building websites for brand engagement.
Bob chaired the AMA’s annual Symposium for the Marketing of Higher Education from 1994 until 2003. From 2000 to 2005 he was Senior Vice President and Director of Strategy at Creative Communication Associates. Before joining CCA, he held college and university leadership positions in marketing and enrollment for more than 25 years.
Bob earned his bachelor’s degree from Alfred University and his Ph.D. in political science from the University of Massachusetts-Amherst.