Different for a Reason: Executing on Purposeful Uniqueness

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Marketing strategies for higher education.

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Different for a Reason: Executing on Purposeful Uniqueness

  1. 1. DIFFERENT FOR A REASON:EXECUTING ON PURPOSEFUL UNIQUENESS TODD GIBBY KARI KOVAR CEO Regional Director Intelliworks DATAMARK
  2. 2. “I believe that every person has uniqueness - Isomething that nobody else has.” - Michael Schenker“Feeling unique is no indication of uniqueness.” -D Doug C Coupland l d
  3. 3. EXECUTING ON PURPOSEFUL UNIQUENESSTHE PERILS OF NEGLECTWAVE YOUR MAGIC WANDGRANT ONLY ONE WISH
  4. 4. MANAGING THE STUDENT LIFECYCLE Awareness Inquiry Follow Up Engagement Qualification pp Application Admissions Enrollment Retention Completion
  5. 5. THE FOUR ““WHY’’S”” Growth Intelligence Quality Efficiency
  6. 6. THE PERILS OF NEGLECT THE TOP OF THE FUNNEL NEGLECT——THE Awareness Inquiry Follow Up Engagement Qualification pp Application Admissions Enrollment Retention Completion
  7. 7. THE PERILS OF NEGLECT——THE TOP OF THE FUNNEL
  8. 8. THE PERILS OF NEGLECT THE TOP OF THE FUNNEL NEGLECT——THE““Those who did not complete are Thosemore likely than those whocompleted college to haveselected their school based onconvenience rather thanacademics.”” d i ””If you’’re promoting convenience,what are you doing to ensureretention? Source: ““With their Whole Lives Ahead of them””, A Public Agenda Report for THE Bill & Melinda Gates Foundation December 2009 Foundation,
  9. 9. THE PERILS OF NEGLECT THE MIDDLE OF THE FUNNEL NEGLECT——THE Awareness Inquiry Follow Up Engagement Qualification pp Application Admissions Enrollment Retention Completion
  10. 10. THEThe perils NEGLECT—— middle of the PERILS OF of neglect:THE MIDDLE OF THE FUNNEL funnel
  11. 11. THE PERILS OF NEGLECT——THE MIDDLE OF THE FUNNEL Source: Stamats Adult Students Talk 2008
  12. 12. THE PERILS OF NEGLECT——THE MIDDLE OF THE FUNNELWhy Pursue Additional Education?• 87% desire personal enrichment• 83% want to increase their income• 65% want to improve their job satisfaction p j• 63% want to prove they can do it• 61% hope to advance within their current job or career• 60% are considering changing their careers• 57% have always enjoyed education• 51% want to be a role model for their family• 45% need to due to personal circumstances/major life changesSource: Stamats Adult Students Talk 2009
  13. 13. THE PERILS OF NEGLECT——THE MIDDLE OF THE FUNNEL NEGLECT THE 2% 6% Student Motivations Career Advancement Earn More Money 28% Personal Enrichment l h 52% Change Careers Other 12% Source: Intelliworks Linkedin Poll, October 2009 (n = 355)
  14. 14. THE PERILS OF NEGLECT——THE MIDDLE OF THE FUNNEL 18% 15% How Institutions Prove ROI Increased E i /S l I d Earnings/Salary Improved Job Placement 6% 20% Reached Personal Goals Advanced to Higher Degree Do Not Track 33% Source: Intelliworks Linkedin Poll, October 2009 (n = 355)
  15. 15. THE PERILS OF NEGLECT——THE BOTTOM OF THE FUNNEL Awareness Inquiry Follow Up Engagement Qualification Application Admissions Enrollment Retention Completion
  16. 16. THE PERILS OF NEGLECT——THE BOTTOM OF THE FUNNEL
  17. 17. THE PERILS OF NEGLECT——THE BOTTOM OF THE FUNNEL NEGLECT THE Dropouts Graduates No scholarship or financial aid No scholarship or financial aid Scholarship or financial aid Scholarship or financial aid 31% 43% 57% 69% Source: ““With their Whole Lives Ahead of them””, A Public Agenda Report for The Bill & Melinda Gates Foundation, December 2009 Foundation
  18. 18. EXECUTING ON PURPOSEFUL UNIQUENESSTHE PERILS OF NEGLECTWAVE YOUR MAGIC WANDGRANT ONLY ONE WISH
  19. 19. WAVE YOUR WAND——TOP OF THE FUNNEL WAND TOP Awareness Inquiry Follow Up Engagement Qualification pp Application Admissions Enrollment Retention Completion
  20. 20. WAVE YOUR WAND——TOP THE TOP OF THE FUNNEL WAND TOP
  21. 21. WAVE YOUR WAND——PREDICTIVE MODELING
  22. 22. WAVE YOUR WAND——LEADSCORING WAND LEADSCORING Leads Leads Enrollments Enrollments Starts StartsSegment Segment % of Total % of Total Count Count % of Total % of Total Count Count % of Total % of Total 20 20 5.3% 5.3% 2,461 2,461 9.1% 9.1% 2,018 2,018 7.4% 7.4% LeadScoring 19 19 5.0% 5.0% 1,727 1,727 6.8% 6.8% 1,359 1,359 5.3% 5.3% identified which 18 18 4.9% 4.9% 1,390 1,390 5.5% 5.5% 1,056 1,056 4.2% 4.2% 17 17 4.8% 4.8% 1,106 1,106 4.5% 4.5% 845 845 3.4% 3.4% leads were more 16 16 4.8% 4.8% 1,011 1,011 4.1% 4.1% 786 786 3.2% 3.2% likely to enroll 15 15 4.7% 4.7% 807 807 3.4% 3.4% 604 604 2.5% 2.5% and start classes 14 14 4.9% 4.9% 811 811 3.2% 3.2% 590 590 2.3% 2.3% 13 13 4.9% 4.9% 692 692 2.8% 2.8% 512 512 2.0% 2.0% 12 12 4.9% 4.9% 639 639 2.6% 2.6% 454 454 1.8% 1.8% 11 11 4.7% 4.7% 517 517 2.1% 2.1% 354 354 1.5% 1.5% 10 10 5.1% 5.1% 518 518 2.0% 2.0% 378 378 1.5% 1.5% 99 4.9% 4.9% 424 424 1.7% 1.7% 311 311 1.2% 1.2% 88 5.0% 5.0% 344 344 1.3% 1.3% 233 233 0.9% 0.9% LeadScoring 77 5.0% 5 0% 5.0% 5 0% 315 315 1.2% 1 2% 1.2% 1 2% 224 224 0.9% 0 9% 0.9% 0 9% 66 4.9% 4.9% 317 317 1.3% 1.3% 208 208 0.8% 0.8% identified id ifi d poor 55 5.1% 5.1% 273 273 1.0% 1.0% 182 182 0.7% 0.7% quality leads that 44 5.3% 5.3% 211 211 0.8% 0.8% 141 141 0.5% 0.5% have a very low 33 5.2% 5.2% 177 177 0.7% 0.7% 124 124 0.5% 0.5% 22 5.2% 5.2% 106 106 0.4% 0.4% 72 72 0.3% 0.3% probability of starting 11 5.5% 5.5% 83 83 0.3% 0.3% 43 43 0.2% 0.2% classes Total Total 100% 100% 13,929 13,929 2.7% 2.7% 10,494 10,494 2.0% 2.0%
  23. 23. WAVE YOUR WAND——MARKETING CHANNELS
  24. 24. CHANNEL CONFLICT? •• Surveyed one hundred 18 24 year olds regarding their preferred communications channels when interacting with colleges and universities. •• Opinions varied based on the level of interaction and stage in the lifecycle. •• Many prefer multiple options over a single channel.
  25. 25. WAVE YOUR WAND——THE TOP OF THE FUNNEL CONTINUED WAND THE CONTINUED... Pull VS. Push
  26. 26. PREFERRED COMMUNICATIONS CHANNELS Q: Would you want to receive information about a college or university via __________________? y Yes No 75 74 84 92 96 25 26 16 8 4 Text Message Email Facebook Telephone Postal Mail Source: Intelliworks LinkedIn Poll, January 2010 (n=100)
  27. 27. EMAIL PREFERRED FOR ADMISSIONS NOTIFICATIONS Q: Would you want a college or university to contact you via __________________regarding your admissions status? g gy Yes No 22 44 42 64 79 78 56 58 36 21 Text Message Email Facebook Telephone Postal Mail Source: Intelliworks LinkedIn Poll, January 2010 (n=100)
  28. 28. THE TAKEAWAY? •• Let them find you! •• 97% of students begin their search online. (Source: Stamats) • Invest in search and converting h leads once they hit your Web site. • Once they’’ve found you, engage them on their turf……email and social media. • DON’’T SPAM
  29. 29. WAVE YOUR WAND——THE MIDDLE OF THE FUNNEL WAND THE Awareness Inquiry Follow Up Engagement Qualification pp Application Admissions Enrollment Retention Completion
  30. 30. WAVE YOUR WAND——THE MIDDLE OF THE FUNNEL WAND THE Follow the 3 C’’s: •• Coordinated •• Consistent •• C Compelling lli
  31. 31. WAVE YOUR WAND——THE MIDDLE OF THE FUNNEL WAND THE FIU Business: •• Info Session Attendance up more than 200% over 3 years •• Applicants up more than 50% over 3 years •• Ad i up more than 60% over 3 years Admits h •• Enrolled up nearly 75% over 3 years
  32. 32. WAVE YOUR WAND——THE BOTTOM OF THE FUNNEL WAND THE Awareness Inquiry Follow Up Engagement Qualification Application Admissions Enrollment Retention Completion
  33. 33. WAVE YOUR WAND——THE BOTTOM OF THE FUNNEL WAND THE10 Keys to Success1. Know your students2. Hire good communicators3. Build ““hoop less”” admissions and financial aid processes4. Take a proactive approach to student advising5. Automate routine communications6. Hire faculty suited to online teaching7. Set and maintain high standards for student/faculty communication8.8 Evaluate, evaluate, Evaluate evaluate evaluate9. Check your program’’s vital signs regularly10. Use cross functional teams to develop enhancements and improvements
  34. 34. EXECUTING ON PURPOSEFUL UNIQUENESSTHE PERILS OF NEGLECTWAVE YOUR MAGIC WANDGRANT ONLY ONE WISH
  35. 35. GRANT ONLY ONE WISH——THE FUNNELS WITHIN THE FUNNEL WISH THE Source: 2008, Noel Levitz
  36. 36. GRANT ONLY ONE WISH——TYING IT ALL TOGETHER ONLINE ONLY HYBRID AND GROUND COST PER INQUIRY $45 $60 $50 $70 COST PER APPLICATION $900 $3 000 $3,000 $1,000 $3,500 $1 000 $3 500 COST PER ENROLL $1,100 $4,000 $1,250 $ 4,250
  37. 37. GRANT ONLY ONE WISH——STEP BY STEP• TOP OF FUNNEL: DEVELOP YOUR IN HOUSE LIST VIA OPT IN• MIDDLE OF FUNNEL: WEB SITE CONVEYS UNIQUENESS• BOTTOM: REDUCE ONE LAYER OF COMPLEXITYMEASURE, MEASURE, MEASURE!
  38. 38. ““The““Th precision of naming takes away from the uniqueness ii f i k f h iof seeing.”” Pierre Bonnard
  39. 39. THE END END.Todd Gibby, CEO dd ibb Kari Kovar, R i K iK Regional Di l Director7315 Wisconsin Ave., Suite 200W 2305 Presidents CircleBethesda, MD 20814 Salt Lake City, UT 84120C: 240 238 3242C 240.238.3242 C: 319 538 5389 C 319.538.5389E: todd.gibby@intelliworks.com E: kari.kovar@datamark.comWWW.INTELLIWORKS.COM WWW.DATAMARK.COM

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