Only the Beginning: Thinking Beyond the Enrollment Funnel

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Student relationship management is a lifelong proposition. As institutions work to refine their recruitment and marketing practices to better attract adult students, colleges and universities must not forget that these relationships do not end once prospects enroll in their programs. In order to deliver long-term value to both students and their institutions, higher education administrators must look to sustain their relationship management efforts to deliver optimal service before, during, and after enrollment.

This session will focus on delivering best practices for building and maintaining relationships with adult students in order to facilitate recruitment and retention efforts. Learn how institutions ranging from University of Houston Continuing Education to SUNY Oswego Graduate Admissions are refining their customer service efforts to connect with adult students and not only to drive awareness and enrollment for their programs but to establish long-term connections with students and prospects.

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Only the Beginning: Thinking Beyond the Enrollment Funnel

  1. 1. Only the Beginning: ThinkingBeyond the Enrollment Funnel Todd Gibby - @tgibby Andy Dryden
  2. 2. Ferris Grew UpEduventures Overview of the U.S. Full-service Online Program Management Market (Hobsons)
  3. 3. Market RealitiesSource: “Time is the Enemy” Complete College America 2011
  4. 4. Macro Forces and Policy • Hyper-Competition • Student Consumerism • Increasing Accountability • More w/ Less = New Normal
  5. 5. Market RealitiesSource: “Time is the Enemy” Complete College America 2011
  6. 6. How Do Adult Learners feel about their education?Less confident (esp. math)… …but more engaged. Source: 2011 Noel-Levitz National Freshman Attitudes Report
  7. 7. Sometimes deciding is the hardest part
  8. 8. What is Student Success?
  9. 9. Why Do We Care about SS? It makes Cents It Makes Sense
  10. 10. Why do they leave? Enrollment to Graduation Pipeline Not Social Low First Utilizing Commute Integration Family Term GPA Financial Time issues Aid“Understanding Adult Learner Program Completion” Marianne Guidos Michael J. Dooris 2007
  11. 11. Does Risk Matter? Risk FactorsThree or More Risk • part-time enrollment Factors 5 17 9 69 • delaying entry into postsecondary education Two Risk Factors 10 15 11 64 after high school One Risk Factor 21 10 13 56 • not having a regular high school diploma None 54 4 8 34 • having children • being a single parent ALL STUDENTS 31 9 9 51 • being financially independent of parents 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree • working full time while enrolled. SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  12. 12. What is Student Success?
  13. 13. Student Success Matters $15,000 Annual Tuition x 3 Years of Revenue missed $45,000 Per lost student x 25 Students lost per year $1,125,000Lost RevenueGo to http://www.educationalpolicy.org/calculator/ for a more detailed calculator
  14. 14. Its fixing Student Success? What is the leaky pipeline… Communicate with Current Students!! Prepare & Orient Plan & Advise Alert & Connect Not Social Low First Utilizing Commute Integration Family Term GPA Financial Time issues Aid“Understanding Adult Learner Program Completion” Marianne Guidos Michael J. Dooris 2007
  15. 15. Jeanie (Shawna)• Single Mom Question 1:• 30 years old• GEDHow do we Prepare & Orient our• Unemployed students to be successful?• Highly MotivatedWhat does Jeanie need to hear from us?• She has a clear path to success Prepare & Orient• She belongs in Higher Ed• She will make it
  16. 16. Charlie• Second Career Question 2:• 40 years old• How do we Plan & Advise our students to Married• No Dependentsbe successful?• Part Time EmployedWhat does Charlie need to hear from us?• His experience matters Plan & Advise• He can utilize financial aid resources• We offer academic support
  17. 17. Mr.Rooney• eMBA candidate Question 3:• Mid-Career• Employed Full Time & Connect with our How do we Alert• Online onlystudents to be successful?What does Charlie need to hear from us?• We’ll work with him on his schedule Alert & Connect• Connect with alumni for ROI
  18. 18. Take-Aways Prepare & Orient Plan & Advise Alert & ConnectJeannie Charlie Mr.Rooney• Single Mom • Second Career • Works in• 30 Years Old • 40 Years Old Management• GED • Married • Mid-Career• Unemployed • Full Time EmployedNeeds to Hear: Needs to Hear: Needs to Hear:• She has a clear path • His experience matters • We’ll work with him to success • He can utilize financial on his schedule• She belongs in Higher aid resources • Connect with alumni Ed • We offer academic for ROI• She will make it support
  19. 19. APU‟s “Hoopless” Process1. 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. Evaluate, evaluate, evaluate9. Check your program‟s vital signs regularly10. Use cross-functional teams to develop enhancements.
  20. 20. Measurement & Results: ERAU 35+% 80+% 85+% 14% 72% 68% Inquire Apply Accept Enroll Retain Graduate
  21. 21. The Journey To Customer FocusedFrom: We have a staff who does that To: Everyone answers the phone Customer Director service Rep Customer Marketing Operations service Rep Customer Coordinator Student service Rep worker
  22. 22. Proof positiveThrough the launch period of our 668 InquiresCRM and the re-design of ourwebsite we have seen a positivechange in our inquiry traffic fromphone to web. 21 via 316 chat 239 via 92 via from live for phone email Website two weeks)
  23. 23. Comparison7/7/11 to 7/14/11 10/7/11 to 10/14/11 Touchpoints Touchpoints Phone Email Email 19% 22% 30% Chat Phone 17% 60% Web Web 42% 10% Chat 0%
  24. 24. Oct / Sept Y-o-Y Gross Revenue September October $330,000 $210,000 $90,000 $120,000 2010 2011
  25. 25. Mapping Objectives Discover: Listen: Engage: Support: Decision Phase Uncover Capture / Convey Reinforce Demand Qualify Value Decisions Limited Fragmented GenericCurrent State Marketing Inquiry Messaging Silence Capture Ubiquitous Strategic Segmented Established Ideal State Outreach Data High Touch Networks Capture SEO / SEM Inquiry Forms Segmented Functional Email & FB Views Comm Outreach Facebook Vision Comm Plans Events /History Events Response Sys
  26. 26. So What?• Recruit the right studentsQuestion 1: Question 2:do How we Prepare & Orient our students to be successful? How do 3: Plan & Advise our students to Question we be successful? How do we Alert & Connect with our students to be successful?
  27. 27. And Remember…
  28. 28. Resources• „2011 Freshman Attitudes Survey Report” Noel-Levitz. www.noellevitz.com• EPI Analysis of BPS students 03/04 to 08/09 http://www.educationalpolicy.org http://nces.ed.gov/surveys/bps/• “Understanding Adult Learner Program Completion” Marianne Guidos Michael J. Dooris 2007 www.psu.edu• “Time is the Enemy” Complete College America 2011 www.completecollege.org/docs/Time_Is_the_Enemy.pdf• Eduventures Overview of the U.S. Full-service Online Program Management Market (Hobsons)• Eduventures “The Big Picture 2011” Richard Garrett, June 2011• Eduventures “Testing the Non-Traditional Higher Education Value Proposition” April 2011• Demand Engine “Adult Learner Marketing Needs a Makeover-Now!” July 2011
  29. 29. Only the Beginning: ThinkingBeyond the Enrollment Funnel todd.gibby@hobsons.com - @tgibby andrew.dryden@hobsons.com
  30. 30. Does Race/Ethnicity Matter? Race/Ethnicity Black or African American 17 12 8 63 American Indian or Alaska Native 14 13 11 62 Hispanic or Latino 17 16 8 59 Other 30 5 8 58 Native Hawaiian / other Pacific Islander 39 52 54 More than one race 28 9 10 53 White 36 8 10 46 Asian 46 5 8 42 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  31. 31. Does Income Matter? Dependent IncomeHighest Quartile 58 2 7 32 Third Quartile 44 5 10 42Second Quartile 35 7 11 47Bottom Quartile 25 10 9 56 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  32. 32. Does Age Matter? Age 40 or older 3 17 9 71 30-39 5 19 10 67 24-29 6 19 10 65 19-23 28 9 10 5318 or younger 45 5 9 41ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  33. 33. Does Dependent Status Matter? Dependency Independent 6 18 10 67 Dependent 41 6 9 44 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  34. 34. Does Educational Legacy Matter? Parents’ Highest Doctoral degree or equivalent 58 34 35 Level of Education First-professional degree 60 53 32 Masters degree or equivalent 53 3 6 38 Bachelors degree 45 5 7 43 Associates degree 29 7 13 51 Less than two years of college 25 10 11 54 High school diploma or equivalent 17 13 11 59 Did not complete high school 10 20 10 60 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  35. 35. Does First Institution Attended Matter? First Institution Sector Public 2-year 11 8 14 66 Attended in 2003-04 Private for-profit 4-year 16 3 15 66 Private not-for-profit 4- year 64 24 31 Public 4-year 60 24 35 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  36. 36. Does Attending an HBCU or HSI Matter? Attended HBCUs or HSIs Attended HBCU 2003-04 25 34 68Did not attend HBCU 2003- 04 31 10 9 50 Attended HSI 2003-04 16 7 11 66Did not attend HSI 2003-04 33 10 9 49 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  37. 37. Does Loan Repayment Status Matter? Loan Repayment Not in repayment 37 4 12 48 Status In default 1 23 3 73 Deferred/forbearance 28 10 11 52 In repayment 43 9 10 38 Loans paid in full or cancelled 29 17 6 49 No federal loans 26 9 9 57 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  38. 38. Does Pell Eligibility Matter?Recipients Pell Received Pell grant, independent 5 23 9 63 Received Pell grant, dependent 30 11 10 50No Pell grant in 2003-04 37 6 9 48 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  39. 39. Does Attendance Status Matter? Attendance Status Mixed 21 9 12 59 Always part-time 1 10 5 84 Always full-time 45 10 8 38 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  40. 40. Does the Number of Institutions Attended Matter? Number of Institutions 4 or more 15 8 13 65 Attended 2-3 Institutions 28 10 12 51 Only 1 33 9 8 50 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  41. 41. Does Work Matter? Hours worked per week 40 or more 10 12 8 70 (in 2003-04) 30-39 19 11 13 57 20-29 25 8 12 54 1-19 49 5 8 37ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  42. 42. Do Degree Plans Matter? plans Degree In 2003-04Bachelors degree 59 23 36Associates degree 11 6 19 64 Certificate 3 46 3 48 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  43. 43. Does Delayed Enrollment Matter? Delayed enrollment Four or more 6 17 10 67 Three Years 11 14 7 67 Two Years 8 11 14 66 One Year 15 13 10 63 No Delay 44 6 9 42 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  44. 44. Do HS College Credits Matter? Earned College Credits in High School Yes 56 4 7 34 No 29 9 10 52 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  45. 45. Does HS GPA Matter?High School GPA3.5-4.0 (A- to A) 64 3 6 273.0-3.4 (B to A-) 36 7 9 482.5-2.9 (B- to B) 22 9 13 572.0-2.4 (C to B-) 14 11 11 651.5-1.9 (C- to C) 7 15 11 67 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  46. 46. Does HS Math Matter? Highest mathematics Calculus 71 24 24 courses completed in high school Pre-calculus 51 3 7 39Trigonometry/Algebra II 41 6 10 43 Algebra 2 21 11 12 56 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  47. 47. Does Freshman GPA Matter? year FreshmanMostly As (3.75 or above) 31 16 11 43 GPA As and Bs (3.25-3.74) 40 9 10 41 Mostly Bs (2.75-3.24) 36 9 8 47 Bs and Cs (2.25-2.74) 28 6 9 56 Mostly Cs (1.75-2.24) 21 6 9 64Cs and Ds or lower (below 1.75) 7 9 8 76 ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
  48. 48. All Institutions When do Students Leave? 1st Year, 8 2nd Year, 7 3rd Year, 8 Attained degree, 49 4 or More, 13 Still enrolled, 15SOURCE: BPS: 04/09. Percentage distribution of 2003-4 beginning postsecondary students according to whether they attained any degree by2009, and if they did not, what year they left education

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