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Optimizing the Student Recruitment Experience

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Hobsons Consulting discusses the impacts of the relationship management processes that schools can embrace to communicate with more relevance, meaning, and efficiency to connect with the right types …

Hobsons Consulting discusses the impacts of the relationship management processes that schools can embrace to communicate with more relevance, meaning, and efficiency to connect with the right types of students and ultimately increase -- or at least maintain -- yield.

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  • 1. Optimizing the Student Recruitment Experience Carol Gersten, VP Consulting Services, Hobsons Emily Meehan, Senior Consultant, Hobsons Naviance Summer Institute July 2013
  • 2. 2 About Us ! Carol Gersten, Vice President, Consulting Services - Over 20 years of experience in technology across a variety of industries. - Expertise in strategic consulting, governance and enterprise implementations. - 5 years with Hobsons ! Emily Meehan, Senior Consultant - Over 12 years of experience in vendor and client- side technology and marketing agency marketplace. - Expertise in CRM implementation, relationship marketing measurement. - 3 years with Hobsons
  • 3. 3 •  Pre-Implementation Readiness •  Identification of Goals & Objectives •  Diagnostic of System Utilization •  Best Practices to Maximize ROI System Optimization •  Marketing and Communication Plan Strategy •  Data Analysis & Marketing Plan Marketing Optimization CRM Assessment Consulting Areas of Focus
  • 4. !  Agenda •  Enrollment Management Situational Overview •  Technology Approach for Institutions •  Marketing Approach for Institutions •  Discussion
  • 5. What’s Happening Out There? 5
  • 6. !  Decline in number of High School Graduates from 2012 -2015. !  Population Shift to Adult, Graduate, and Non- traditional learners -  Now represents the majority of enrolled students -  New Challenges! Source: Ovum White Paper 6 Changing Demographics “College enrollment in the spring-2013 term is down by 2.3 percent compared to Spring 2012.” — National Student Clearing House. Spring 2013 Enrollment * * * * * “More than half the top 20 online schools are experiencing flat or declining [online] enrollment.” — EDUVENTURES. Online Higher Ed Market Update
  • 7. ! Consumers responding to financial pressures by choosing less expensive options ! Seeking education close to home ! Financial aid and student loans important ! Postponing or seeking community college option 7 Consumer Changes in Education Planning Longmire and Company. (2009). Report on the Impact of Economy on College Enrollment [White paper]. Retrieved from http://www.semworks.net/white-papers.php
  • 8. ! Top 12% of all colleges enroll more than half the student population - 88% of schools compete for 46% of students ! For profit schools on the rise ! MOOC Madness ! Expanding overhead increasing enrollment pressure 8 Competition
  • 9. !  Stretched Budgets/Resources/Staff !  Limited Visibility: Lack of Data, Access to Data, Decentralized Data !  Strained Technical Resources/ Support 9 From your perspective….
  • 10. Show of Hands, Please •  Currently using a CRM? •  Consider the project complete or live? •  Think you are operating at full potential?
  • 11. - ~35% of institutions have implemented CRM technology - Concentrated in larger schools and in Undergraduate Admissions BUT - Many unsuccessful - Void of CRM Services in Non- Traditional and Graduate Offices 11 Do You Have the Tools and the Approach to Be Competitive? Gartner predicts that by 2013 institutions without a CRM will be at a severe competitive disadvantage.
  • 12. !  How Do You Know if You Are At Risk? We have Identified 6 Red Flags… 4
  • 13. 13 Technology First Approach Don’t Just Throw Technology at the Problem
  • 14. ! No Buy-In ! Configuration Does Not Meet Needs ! Lack of Training ! Lack of Support 14 User Adoption Challenges
  • 15. 15 No Plan for Change Management Gather Requirements & Set Goals Configure & Consult Stakeholders Test & Get buy-In Train & Onboard Evaluate & Optimize
  • 16. Data and Integration Issues 16
  • 17. No Defined Objectives… Discovery Listening Engaging Reinforcing Growth Intelligence EfficiencyQuality 17
  • 18. Leads Projected Incr. Rev. ROMI Costs ProspectsTotal Leads Overall GA Tactic DR Online Adv. Channel/Source Referral Events Lists Q310 vs Q4309 Total Trend & Status Total Trend & Status 14,000 4,00010,000tbd -/+ % -/+% -/+% Application Stats Actual Trend & Status Apps Goal Incr. Conv. 300 TBD % 12% Engaged Leads Current +/- Rep A Prior Rep B Rep C Lead Distribution # Program A % of Total Program B Program C Program D Application Data Program Total +/- Prior Mo Goal YTD as of 12/10 Avg. Time to Complete App # Days % Other Metric Other Metric PROGRAM NAME 15% Month …Or Measurement Strategy 18
  • 19. Where Are You Today? Where Are You in the Magic Quadrant of Technology Success? 19 Integration Plan Executive Support DefinedObjectives& MeasurementPlan GovernanceStructure System Success System Failure
  • 20. !  Technology: Check! …So now what? 2 0
  • 21. 21 What’s on your mind? How is my marketing performing? Do we have a new program needing message & positioning guidance? Are we employing best practices and marketing tactics? How can I approach automated communication?
  • 22. 22
  • 23. 23 You Might Need… Audit of communication practices Quick wins Using Technology Example approaches for reaching the right audience Marketing ROI Best practices to take enrollment efforts to the next level
  • 24. !  Marketing Approach for Institutions Who Should I Target? 2 4
  • 25. 25 Analyze, Segment and Execute Understand students’ demographic, psychographic, lifestyle trains, and marketing habits ! Data Segmentation Marketing Communications Plan Data Analysis Quantitative and Qualitative completed by team of data analysts on current or prospective students! Focus your communication efforts with well defined tactics and recommended touch points!
  • 26. Targeted Analytic Platform 26
  • 27. This is a strategy grid of segments plotted according to how closely they match our criteria (people who enrolled in Undergraduate or Associates degrees in computer- related fields) and how large of a sample size they represent. Segments resting in the upper right quadrant are considered to be ideal targets as they index higher than 100 and are part of a large sample size. % Comp: Amount of targets within each group of segments; Left of line = smaller sample Right of line = larger sample Index: An indication of likelihood to enroll Above line = good target Below line = bad target Segments: Groups of population who possess like demographic and behavioral traits 27
  • 28. 28 Bringing To Life Top Tier Prospects Tier 1 Current Student – Segment 3 “Midlife Success” Age: 44 HH Income: $122,000 Children: Yes Neighborhood: Greater City Suburbs Cost of Living: Low Marital Status: Single, Never Married Life Stage: Mid-level Management Other: Homeowner Listens to Hot Adult Contemporary 7 days a week Very likely to have shopped online more than 3 times in the last week In the last month has visited LinkedIn,Amazon.com, YouTube, CNN, ESPN.com,Weather.com, and several coupon sites more than 6 times. In the last 30 days has done online research for education programs and considers his internet info-gathering to be ‘Far Above Average’. Segment 3: 3.98% of US HH Pop ~4.6M US HH Psychographic & Behavioral
  • 29. Ideal Channels Multiple touch points Internet; e-mail; print; radio. Sample Messaging Must show value to investment. Must sell them on future career opportunities Target Audience Profiles 29
  • 30. !  Marketing Approach for Institutions How Should I Reach My Target Audience?
  • 31. 31 Our Approach Events/ WOM Display Advertising Paid Search Social Media Marketing Email Marketing GRE/ TOEFL Partner Network
  • 32. Drive Interest to Conversion 32
  • 33. ! Positioning - No scrolling down ! Links off the page - Don’t let them leave BEFORE the fill out the form! ! Length - What’s the right balance? ! Fields - What’s the minimum amount of information you can ask without losing them? ! Call To Action Convert Leads with Landing Page Best Practices
  • 34. Coordinate Lead Cultivation Efforts INQUIRY RESPONSE DAY 1 DAY 2 DAY 4 DAY 15 DAY 25 ONGOING • Email auto response • Personal email from counselor • Calls: continue over 8 days until contact • Print: Viewbook/ letter • Email: Engage with us! • Email Drip: Events/ Engage • Email Drip: Ongoing every 30 days 34
  • 35. ! Communication Plans ! Fixed Date Communications ! Rolling Date Communications ! Behavior Based Communications ! Automation ! Variety of messages and calls to action 35 Identify the Type of Communication Needed
  • 36. ! Is there campus-wide visibility into all communication? Is there overlap? ! Are there clear calls to action? ! Are your messages personalized? ! Is your message being received? ! Are you responding to your audience - Explicit communications - Implicit behaviors 36 Manage Your Message
  • 37. !  Measuring Performance 3 7
  • 38. Leads Projected Incr. Rev. ROMI Costs ProspectsTotal Leads Overall GA Tactic DR Online Adv. Channel/Source Referral Events Lists Q310 vs Q4309 Total Trend & Status Total Trend & Status 14,000 4,00010,000tbd -/+ % -/+% -/+% Application Stats Actual Trend & Status Apps Goal Incr. Conv. 300 TBD % 12% Engaged Leads Current +/- Rep A Prior Rep B Rep C Lead Distribution # Program A % of Total Program B Program C Program D Application Data Program Total +/- Prior Mo Goal YTD as of 12/10 Avg. Time to Complete App # Days % Other Metric Other Metric PROGRAM NAME 15% Month Measurement is Key 38
  • 39. Technology ROI: Two Sides of Measurement 39 Qualitative •  Governance Model •  Process Improvements •  Being accessible and relevant to all stakeholders Quantitative •  Capturing all interactions •  Reporting •  Pervasive System Adoption •  Change Management
  • 40. 40 Qualitative •  Brand Awareness •  Relevant and responsive •  Accessible to students Quantitative •  # Qualified Leads •  Feedback from counselors •  CPC/CPO/CPL •  Data analytics Marketing ROI: Two Sides of Measurement
  • 41. 41 Plan for Continuous Management Gather Requirements & Set Goals Configure & Consult Stakeholders Test & Get buy-In Train & Onboard Evaluate & Optimize
  • 42. 1)  Do I have the tools to help me accomplish my enrollment goals? 2)  Am I implementing and managing the tools with enough people, planning and process to be successful? 3)  Do I know who the right prospective students are for my program/institution? 4)  Do I know how I can reach my prospective students? 5)  Can I observe the results of my efforts and modify accordingly? 42 Key Success Factors for Successful Student Recruitment
  • 43. Thank You! 4 3