Enrollment Management Microclimates Part One: The Rise of the Microfunnel


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We upgrade our mobile devices regularly. Now consider how you would upgrade your existing CRM communication plan.Learn how Johns Hopkins Advanced Academic Programs (JHUAAP) worked with Hobsons consultants to enhance their existing pre-applicant email communication plan. Using a combination of tried and true institutional themes, Hobsons graduate recruitment research, and mobile friendly design, JHUAAP was able to deliver a better response.

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  • When we evaluate a client in terms of their ability to be successful from and enrollment management perspective, we look at 4 main areas – we look at their programs and their relative position of strength in the market place, we look at their enrollment management management process( if its effective, efficient and scalable), we look at their infrastrucutre, and relationship marketing best practices.
  • Establish contact stages to optimize marketign efforts
  • Enrollment Management Microclimates Part One: The Rise of the Microfunnel

    1. 1. Private and confidential. For internal use only. Enrollment Management Microclimates Part One: The Rise of the Microfunnel
    2. 2. Identifying Enrollment Management Risks and Opportunities Where Are You in the Magic Quadrant of Enrollment Mgmt Success? 2 Inquiry Follow-up Process Supportive & Efficient Tech Infrastructure Relevant&Engaging Communications StrongMarketPositioning Enrollment Management Success Enrollment Management Risk
    3. 3. Evaluate Enrollment Process Gaps at Each Stage of the Decision Lifecycle Uncontacted: Stage 1 Contacted: Stage 2 Contact- Interest LT: Stage 3a Contact- Interest ST: Stage3b Applicant: Stage 4 • All leads enter at this stage • Leads that have been contacted by phone or email but have not yet responded. • Interested but not eligible to start in current year • Open to being contacted in future • Interested in next step • Option to add an interview stage • Inquiry about applying • Current stage in Connect
    4. 4. 4 Analyze Lead Flow and Pipeline Effectiveness Lead to Inquiry Inquiry to Interview Interview to App App tp Enroll
    5. 5. 5 | © 2013 Hobsons. All rights reserved worldwide. Geographic Conversion Analysis 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 120.00% 140.00% 0 1000 2000 3000 4000 5000 6000 States by Leads, Applicants and Conversion Prospects Applicants Lead to App % Tier 1: >10% lead to decision conversion rate: Very Efficient Tier 2: 5-10% lead to decision conversion rate: Efficient Tier 3: <5% lead to decision conversion rate: Not Efficient Unmarked states with significant underperformance in applicant/student volume were excluded from tiers