The Art of Boarding School Admission

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

INTRODUCTION
Greg O’Brien – CFO, The CollegeBound Network (CBN)
CFO of CBN, also manages CBN Enrollment Management (EM)products and services
10 years experience in higher education
Former EVP of Enrollment Management, with a leading educational publishing business
Consulting on lead generation and EM with several non-profit and for-profit institutions

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.
CBN specializes in recruitment lead generation solutions for 900+ educational institutions and 3,500 campuses
Includes 13 content-rich portals, affiliated sites within its Education Online Network, Television/Radio, and over-the-phone Student Services
BoardingSchoolHelp.com, The CollegeBound Network’s boarding school portal
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.
Parents are able to learn about and request further information from schools that match search their criteria.
ABOUT THE COLLEGEBOUND NETWORK

Discuss approaches to admissions and marketing to prospective boarding school students and parents
Learn about lead generation and the various options available
Techniques to improve your enrollments and conversions with effective follow-up strategies
Q&A
WHAT WILL WE COVER TODAY To Do List:

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.

EM FUNNEL OPERATING METRICS Sources of New Students for Select For-Profit Providers (FY2002-FY2009) Source: BMO Capital Markets estimates and company reports.

FROM LEAD TO NEW BOARDING SCHOOL STUDENT Source: BMO Capital Markets Admissions Funnel

Operating Parameters
Target/goal number of enrollments
Target/goal enrollment growth (%)
Segment targets by channel
Campus, delivery method, academic program, geo, other demographics, etc
Tracking & transparency
Life Cycle
Prospect contact management
Application life cycle management
Student life cycle management (retention)
DEFINING YOUR EM FUNNEL

Lead flow
Cost Per Lead/Inquiry (CPL)
Conversion – lead to appointment
Conversion – lead to application
Conversion – lead to enrollment
Effective Cost Per Enrollment
WHAT IS LEAD GENERATION?
What does it cost to enroll a student in your school?

Publishers
- The CollegeBound Network
- eLearners
- QuinStreet
Brokers/Agencies
- Ward Media
- Vantage
- CU Net
- DataMark
EM SOLUTION PROVIDERS
Lead Generation Sources:
How do they do it?
Lead content, sources, etc.
How to measure cost and quality

No matter how you generate your
leads, it’s the follow up that really
matters if you want to increase the
number of boarding school applicants,
and ultimately enrollments.
THE ART OF THE FOLLOW UP

The most common assumptions:
I’m interrupting them.
They’ll think I’m a telemarketer.
They’ll get annoyed that I’m calling too much.
They’re too busy to come in for a tour.
They live too far.
They don’t have enough money.
They’re just gathering information.
They need time to “think” about it.
WHAT ARE THE BIGGEST CHALLENGES WHEN CONTACTING A PROSPECTIVE STUDENT?

Actually Reaching
Someone By Phone
How do you make more
phone contact?
INSTANT Call Back. Why?
Lots of calls. INCREASED DIALS are DIRECTLY related to INCREASED Enrollments! There are NO Shortcuts!
WHAT ARE THE BIGGEST CHALLENGES IN SETTING APPOINTMENTS?

Ask yourself this: Would you be embarrassed to offer someone gold? What about an education?
Consider the lifetime value a boarding school education offers. Call with that perspective!
WHAT ARE THE BIGGEST CHALLENGES IN SETTING APPOINTMENTS?

To authentically connect with your potential student/parent.
To find out the core motivation of a potential student/parent.
To find out their educational goals.
To establish yourself as a powerful resource for your potential student.
To establish the value of the appointment.
To create an appointment that shows.
WHAT IS THE ACTUAL PURPOSE OF THE FIRST PHONE CONTACT?

The focus needs to be on your potential student and
his/her outcome. It’s NOT about how wonderful your
school is – it’s about the wonderful things
your school can do for the student!
HOW DO YOU CONVERT AN INQUIRY INTO A NEW STUDENT?

INFORMATION
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.
WHAT DOES A PARENT WANT WHEN THEY INITIALLY CONTACT A SCHOOL?

They need to reflect upon and feel their present reality.
They need to explore their child’s future possibilities.
They need tools and support to help make an important family decision. That is what you offer!
WHAT DOES A PARENT NEED WHEN THEY CONTACT A BOARDING SCHOOL?

Educational Life Coach
Admissions Motivator
The Bridge
WHAT DOES A POTENTIAL STUDENT NEED WHEN THEY CONTACT A SCHOOL?

How did they hear about your school?
What inspired them to explore a boarding school education?
What are they looking for in a boarding school experience?
Reflection
Bridge to the appointment… NOT a close.
24-Hour Affirmation Call
WHAT SCRIPTS DO YOU USE? WHAT ELEMENTS NEED TO BE INCLUDED?

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 www.collegebound.net/corporate QUESTIONS Kristy Fallon Account Executive 718-761-4800, ext. 124 [email_address]

The Art of Boarding School Admission

by The CollegeBound Network

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