The Art of Boarding School Admission


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Tailored toward boarding schools, this presentation by the CFO of The CollegeBound Network discusses approaches for marketing to prospective boarding school students and parents. Learn how to leverage lead generation to increase your school's enrollment.

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  • The Art of Boarding School Admission

    1. 1. The Art of Boarding School Admissions Webinar With Greg O’Brien, Chief Financial Officer of The CollegeBound Network and 10-year education industry veteran Welcome To
    2. 2. INTRODUCTION <ul><li>Greg O’Brien – CFO, The CollegeBound Network (CBN) </li></ul><ul><ul><li>CFO of CBN, also manages CBN Enrollment Management (EM)products and services </li></ul></ul><ul><ul><li>10 years experience in higher education </li></ul></ul><ul><ul><li>Former EVP of Enrollment Management, with a leading educational publishing business </li></ul></ul><ul><ul><li>Consulting on lead generation and EM with several non-profit and for-profit institutions </li></ul></ul>
    3. 3. <ul><li>Since 1987, The CollegeBound Network (CBN) has worked with America's leading colleges, universities, career schools, boarding school institutions, and other educational providers in connecting learners with educational opportunities. </li></ul><ul><ul><li>CBN specializes in recruitment lead generation solutions for 900+ educational institutions and 3,500 campuses </li></ul></ul><ul><ul><li>Includes 13 content-rich portals, affiliated sites within its Education Online Network, Television/Radio, and over-the-phone Student Services </li></ul></ul><ul><li>, The CollegeBound Network’s boarding school portal </li></ul><ul><ul><li>Matches boarding school providers with parents seeking specific boarding school opportunities, from religious-affiliated or military boarding schools, to therapeutic boarding schools and wilderness programs. </li></ul></ul><ul><ul><li>Parents are able to learn about and request further information from schools that match search their criteria. </li></ul></ul>ABOUT THE COLLEGEBOUND NETWORK
    4. 4. <ul><li>Discuss approaches to admissions and marketing to prospective boarding school students and parents </li></ul><ul><li>Learn about lead generation and the various options available </li></ul><ul><li>Techniques to improve your enrollments and conversions with effective follow-up strategies </li></ul><ul><li>Q&A </li></ul>WHAT WILL WE COVER TODAY To Do List:
    5. 5. UNDERSTANDING COST PER LEAD/INQUIRY (CPL) Source: BMO Capital Markets CPL means you pay only for leads/inquiries from students who specifically request information on your institution or program. This enables you to budget for and work with only the most targeted, qualified inquiries.
    6. 6. EM FUNNEL OPERATING METRICS Sources of New Students for Select For-Profit Providers (FY2002-FY2009) Source: BMO Capital Markets estimates and company reports.
    7. 7. FROM LEAD TO NEW BOARDING SCHOOL STUDENT Source: BMO Capital Markets Admissions Funnel
    8. 8. <ul><li>Operating Parameters </li></ul><ul><ul><li>Target/goal number of enrollments </li></ul></ul><ul><ul><li>Target/goal enrollment growth (%) </li></ul></ul><ul><ul><li>Segment targets by channel </li></ul></ul><ul><ul><ul><li>Campus, delivery method, academic program, geo, other demographics, etc </li></ul></ul></ul><ul><ul><ul><li>Tracking & transparency </li></ul></ul></ul><ul><li>Life Cycle </li></ul><ul><ul><li>Prospect contact management </li></ul></ul><ul><ul><li>Application life cycle management </li></ul></ul><ul><ul><li>Student life cycle management (retention) </li></ul></ul>DEFINING YOUR EM FUNNEL
    9. 9. <ul><ul><li>Lead flow </li></ul></ul><ul><ul><li>Cost Per Lead/Inquiry (CPL) </li></ul></ul><ul><ul><li>Conversion – lead to appointment </li></ul></ul><ul><ul><li>Conversion – lead to application </li></ul></ul><ul><ul><li>Conversion – lead to enrollment </li></ul></ul><ul><ul><li>Effective Cost Per Enrollment </li></ul></ul>WHAT IS LEAD GENERATION? <ul><ul><li>What does it cost to enroll a student in your school? </li></ul></ul>
    10. 10. <ul><ul><ul><li>Publishers </li></ul></ul></ul><ul><ul><ul><ul><li>- The CollegeBound Network </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- eLearners </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- QuinStreet </li></ul></ul></ul></ul><ul><ul><ul><li>Brokers/Agencies </li></ul></ul></ul><ul><ul><ul><ul><li>- Ward Media </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Vantage </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- CU Net </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- DataMark </li></ul></ul></ul></ul>EM SOLUTION PROVIDERS <ul><ul><li>Lead Generation Sources: </li></ul></ul><ul><ul><ul><li>How do they do it? </li></ul></ul></ul><ul><ul><ul><li>Lead content, sources, etc. </li></ul></ul></ul><ul><ul><ul><li>How to measure cost and quality </li></ul></ul></ul>
    11. 11. <ul><li>No matter how you generate your </li></ul><ul><li>leads, it’s the follow up that really </li></ul><ul><li>matters if you want to increase the </li></ul><ul><li>number of boarding school applicants, </li></ul><ul><li>and ultimately enrollments. </li></ul>THE ART OF THE FOLLOW UP
    12. 12. <ul><li>The most common assumptions: </li></ul><ul><li>I’m interrupting them. </li></ul><ul><li>They’ll think I’m a telemarketer. </li></ul><ul><li>They’ll get annoyed that I’m calling too much. </li></ul><ul><li>They’re too busy to come in for a tour. </li></ul><ul><li>They live too far. </li></ul><ul><li>They don’t have enough money. </li></ul><ul><li>They’re just gathering information. </li></ul><ul><li>They need time to “think” about it. </li></ul>WHAT ARE THE BIGGEST CHALLENGES WHEN CONTACTING A PROSPECTIVE STUDENT?
    13. 13. <ul><li>Actually Reaching </li></ul><ul><li>Someone By Phone </li></ul><ul><li>How do you make more </li></ul><ul><li>phone contact? </li></ul><ul><li>INSTANT Call Back. Why? </li></ul><ul><li>Lots of calls. INCREASED DIALS are DIRECTLY related to INCREASED Enrollments! There are NO Shortcuts! </li></ul>WHAT ARE THE BIGGEST CHALLENGES IN SETTING APPOINTMENTS?
    14. 14. <ul><li>Ask yourself this: Would you be embarrassed to offer someone gold? What about an education? </li></ul><ul><li>Consider the lifetime value a boarding school education offers. Call with that perspective! </li></ul>WHAT ARE THE BIGGEST CHALLENGES IN SETTING APPOINTMENTS?
    15. 15. <ul><li>To authentically connect with your potential student/parent. </li></ul><ul><li>To find out the core motivation of a potential student/parent. </li></ul><ul><li>To find out their educational goals. </li></ul><ul><li>To establish yourself as a powerful resource for your potential student. </li></ul><ul><li>To establish the value of the appointment. </li></ul><ul><li>To create an appointment that shows. </li></ul>WHAT IS THE ACTUAL PURPOSE OF THE FIRST PHONE CONTACT?
    16. 16. <ul><li>The focus needs to be on your potential student and </li></ul><ul><li>his/her outcome. It’s NOT about how wonderful your </li></ul><ul><li>school is – it’s about the wonderful things </li></ul><ul><li>your school can do for the student! </li></ul>HOW DO YOU CONVERT AN INQUIRY INTO A NEW STUDENT?
    17. 17. <ul><li>INFORMATION </li></ul><ul><li>However, a decision as big as sending their child to a school should NOT be decided during a 10- minute phone conversation. That’s what appointments are for. </li></ul>WHAT DOES A PARENT WANT WHEN THEY INITIALLY CONTACT A SCHOOL?
    18. 18. <ul><li>They need to reflect upon and feel their present reality. </li></ul><ul><li>They need to explore their child’s future possibilities. </li></ul><ul><li>They need tools and support to help make an important family decision. That is what you offer! </li></ul>WHAT DOES A PARENT NEED WHEN THEY CONTACT A BOARDING SCHOOL?
    19. 19. <ul><li>Educational Life Coach </li></ul><ul><li>Admissions Motivator </li></ul><ul><li>The Bridge </li></ul>WHAT DOES A POTENTIAL STUDENT NEED WHEN THEY CONTACT A SCHOOL?
    20. 20. <ul><li>How did they hear about your school? </li></ul><ul><li>What inspired them to explore a boarding school education? </li></ul><ul><li>What are they looking for in a boarding school experience? </li></ul><ul><li>Reflection </li></ul><ul><li>Bridge to the appointment… NOT a close. </li></ul><ul><li>24-Hour Affirmation Call </li></ul>WHAT SCRIPTS DO YOU USE? WHAT ELEMENTS NEED TO BE INCLUDED?
    21. 21. Gregory P. O’Brien Chief Financial Officer 718-761-4800, ext. 128 646-422-9946 (m) [email_address] The CollegeBound Network 1200 South Avenue, Suite 202 Staten Island, NY 10314 QUESTIONS Kristy Fallon Account Executive 718-761-4800, ext. 124 [email_address]