Marketing Innovation: Utilizing
Mobile Apps To Capture Today’s
Elusive Web-Savvy Students
Presentation
Sunday, April 22, 2012
Innovation Theater 8:00am
AACC
Meet The Presenters

Stephan Gunsaulus



Director of Marketing and Communication
Cuesta College
Kathi J. Swanson, Ph.D.


President
CLARUS Corporation
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
Trends In Mobile Internet Usage
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
Mobile Social Networking
Today’s Discussion

Trends In Mobile Internet Usage


Who is using?
Mobile Apps Versus Mobile Web Sites

One or both?
Evolution


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Main Frame Computing
Mini Computing (1970’s)
Personal Computing (1980’s)
Desktop Internet Computing (1990’s)
Mobile Internet Computing (2000’s)
Mobile Internet Usage
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
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
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
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
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
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
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
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
Considering A Mobile Site?
Current Site On A Mobile Device

It’s More Than Making Current Site Look
Good On A Mobile Device
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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
Testing Web Sites

Testing Current Web Site For Mobile
Access


http://ready.mobi/launch.jsp?locale=en_EN
Sites Tested
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www.CLARUSCorporation.com
www.ccp.edu
http://CLARUSCorporation.wirenode.mobi
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
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
Traditional Web Site
Mobile App
Mobile App
WVU Mobile Site
WVU Mobile Site
West Virginia University
http://m.wvu.edu/about/) – http://m.wvu.edu


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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 Web By Michael Fienen - Mon, May 17, 2010
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 Web By Michael Fienen - Mon, May 17, 2010
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 Web By Michael Fienen - Mon, May 17, 2010
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
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
Conduct Research

Mobile Web Scan Of Current Students

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
Level Of Mobile Usage
Platforms
What Needs Are For Mobile Access
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Cannot Do Everything On Mobile Site
Web Site Visitor Survey
Analytics
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
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
Potential Key Uses

Schedules

Include pertinent dates

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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.
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
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
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
Integration Of E-Services

Aggregation Of E-services







Online Application
Online Catalog
Online Viewbook
Chat
Social Media
Mobile Web Site
Apps
Wrap Up, Evaluation,
And Questions!
Stephan Gunsaulus
Director of Marketing and Communication
Cuesta College
PO Box 8106
San Luis Obispo, CA 93403
805.546.3153
sgunsaul@cuesta.edu
Kathi J. Swanson, Ph.D.
President
CLARUS Corporation
212 Box Butte Avenue
Alliance, NE 69301
308.762.2565 Ext. 100
kathi@claruscorporation.com