DIFFERENT FOR A REASON:
EXECUTING ON PURPOSEFUL UNIQUENESS




    TODD GIBBY           KARI KOVAR
    CEO             Reg...
“I believe that every person has uniqueness -
 I
something that nobody else has.”

                             - Michael ...
EXECUTING ON PURPOSEFUL UNIQUENESS
EXECUTING ON PURPOSEFUL UNIQUENESS



THE PERILS OF NEGLECT
WAVE YOUR MAGIC WAND
GRANT ...
MANAGING THE STUDENT LIFECYCLE
MANAGING THE STUDENT LIFECYCLE



                                    Awareness
           ...
THE FOUR “WHY’S”




                               Growth




                             Intelligence




             ...
THE PERILS OF NEGLECT THE TOP OF THE FUNNEL
THE PERILS OF NEGLECT—THE TOP OF THE FUNNEL



                               ...
THE PERILS OF NEGLECT—
THE TOP OF THE FUNNEL
THE TOP OF THE FUNNEL
THE PERILS OF NEGLECT THE TOP OF THE FUNNEL
 THE PERILS OF NEGLECT—THE TOP OF THE FUNNEL


“Those who did not complete are...
THE PERILS OF NEGLECT THE MIDDLE OF THE FUNNEL
THE PERILS OF NEGLECT—THE MIDDLE OF THE FUNNEL



                         ...
THE PERILS OF NEGLECT—
   The perils of neglect: middle of the 
THE MIDDLE OF THE FUNNEL
THE MIDDLE OF THE FUNNEL
        ...
THE PERILS OF NEGLECT—THE MIDDLE OF THE FUNNEL




Source: Stamats Adult Students Talk 2008
THE PERILS OF NEGLECT—THE MIDDLE OF THE FUNNEL


Why Pursue Additional Education?
• 87% desire personal enrichment
• 83% w...
THE PERILS OF NEGLECT—THE MIDDLE OF THE FUNNEL
THE PERILS OF NEGLECT THE MIDDLE OF THE FUNNEL




                       2...
THE PERILS OF NEGLECT—THE MIDDLE OF THE FUNNEL 




             18%         15%
                                         ...
THE PERILS OF NEGLECT—THE BOTTOM OF THE FUNNEL



                                                 Awareness
             ...
THE PERILS OF NEGLECT—
THE PERILS OF NEGLECT—
THE BOTTOM OF THE FUNNEL
THE PERILS OF NEGLECT—THE BOTTOM OF THE FUNNEL
THE PERILS OF NEGLECT THE BOTTOM OF THE FUNNEL



            Dropouts     ...
EXECUTING ON PURPOSEFUL UNIQUENESS
EXECUTING ON PURPOSEFUL UNIQUENESS



THE PERILS OF NEGLECT
WAVE YOUR MAGIC WAND
GRANT ...
WAVE YOUR WAND TOP OF THE FUNNEL
WAVE YOUR WAND—TOP OF THE FUNNEL



                                   Awareness
        ...
WAVE YOUR WAND TOP THE TOP OF THE FUNNEL
WAVE YOUR WAND—TOP THE TOP OF THE FUNNEL
WAVE YOUR WAND—PREDICTIVE MODELING
WAVE YOUR WAND LEADSCORING
WAVE YOUR WAND—LEADSCORING

            Leads
             Leads               Enrollments
    ...
WAVE YOUR WAND—MARKETING CHANNELS
CHANNEL CONFLICT?



 • Surveyed one hundred 18‐24 year olds regarding their 
   preferred communications channels when in...
WAVE YOUR WAND THE TOP OF THE FUNNEL CONTINUED...
WAVE YOUR WAND—THE TOP OF THE FUNNEL CONTINUED




                Pull ...
PREFERRED COMMUNICATIONS CHANNELS


 Q: Would you want to receive information about a college or 
    university via _____...
EMAIL PREFERRED FOR ADMISSIONS NOTIFICATIONS


 Q: Would you want a college or university to contact you via 
    ________...
THE TAKEAWAY?


 •   Let them find you!

 •   97% of students begin their 
     search online.  (Source: Stamats)

 •   In...
WAVE YOUR WAND THE MIDDLE OF THE FUNNEL
WAVE YOUR WAND—THE MIDDLE OF THE FUNNEL



                                       ...
WAVE YOUR WAND THE MIDDLE OF THE FUNNEL
WAVE YOUR WAND—THE MIDDLE OF THE FUNNEL


 Follow the 3 C’s:

 • Coordinated

 • C...
WAVE YOUR WAND THE MIDDLE OF THE FUNNEL
WAVE YOUR WAND—THE MIDDLE OF THE FUNNEL


 FIU Business:

 • Info Session Attendan...
WAVE YOUR WAND THE BOTTOM OF THE FUNNEL
WAVE YOUR WAND—THE BOTTOM OF THE FUNNEL



                                       ...
WAVE YOUR WAND THE BOTTOM OF THE FUNNEL
WAVE YOUR WAND—THE BOTTOM OF THE FUNNEL

10 Keys to Success

1.    Know your stude...
EXECUTING ON PURPOSEFUL UNIQUENESS
EXECUTING ON PURPOSEFUL UNIQUENESS



THE PERILS OF NEGLECT
WAVE YOUR MAGIC WAND
GRANT ...
GRANT ONLY ONE WISH THE FUNNELS WITHIN THE FUNNEL
GRANT ONLY ONE WISH—THE FUNNELS WITHIN THE FUNNEL




                  ...
GRANT ONLY ONE WISH—TYING IT ALL TOGETHER



                           ONLINE ONLY      HYBRID AND GROUND


      COST PE...
GRANT ONLY ONE WISH—STEP BY STEP


• TOP OF FUNNEL: DEVELOP YOUR IN‐HOUSE LIST VIA OPT‐IN


• MIDDLE OF FUNNEL: WEB‐SITE C...
“The precision of naming takes away from the uniqueness 
“Th       ii    f    i     k        f     h    i
of seeing.” 
   ...
THE END.
                        THE END
Todd Gibby, CEO
  dd ibb                          Kari Kovar, Regional Director
 ...
Executing on Purposeful Uniqueness
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Executing on Purposeful Uniqueness

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Technology Tips to Enhance Your Funnel: Effective Use of CRMs for Driving Enrollment
Todd Gibby, President and CEO, Intelliworks
Kari Kovar, Regional Director of Business Development, Datamark

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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 - I something that nobody else has.” - Michael Schenker “Feeling unique is no indication of uniqueness.” -D Doug C Coupland l d
  3. 3. EXECUTING ON PURPOSEFUL UNIQUENESS EXECUTING ON PURPOSEFUL UNIQUENESS THE PERILS OF NEGLECT WAVE YOUR MAGIC WAND GRANT ONLY ONE WISH GRANT ONLY ONE WISH
  4. 4. MANAGING THE STUDENT LIFECYCLE 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 THE PERILS OF NEGLECT—THE TOP OF THE FUNNEL Awareness Inquiry Follow Up Engagement Qualification pp Application Admissions Enrollment Retention Completion
  7. 7. THE PERILS OF NEGLECT— THE TOP OF THE FUNNEL THE TOP OF THE FUNNEL
  8. 8. THE PERILS OF NEGLECT THE TOP OF THE FUNNEL THE PERILS OF NEGLECT—THE TOP OF THE FUNNEL “Those who did not complete are Those who did not complete are  more likely than those who  completed college to have selected their school based on  convenience rather than  academics.” d i ” If you’re promoting convenience,  what are you doing to ensure  retention? Source: “With their Whole Lives Ahead of them”,  A Public Agenda Report for THE Bill & Melinda Gates Foundation, December 2009 A Public Agenda Report for THE Bill & Melinda Gates Foundation December 2009
  9. 9. THE PERILS OF NEGLECT THE MIDDLE OF THE FUNNEL THE PERILS OF NEGLECT—THE MIDDLE OF THE FUNNEL Awareness Inquiry Follow Up Engagement Qualification pp Application Admissions Enrollment Retention Completion
  10. 10. THE PERILS OF NEGLECT— The perils of neglect: middle of the  THE MIDDLE OF THE FUNNEL 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 FUNNEL Why Pursue Additional Education? • 87% desire personal enrichment • 83% want to increase their income p j • 65% want to improve their job satisfaction • 63% want to prove they can do it • 61% hope to advance within their current job or career • 60% are considering changing their careers 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  changes Source: Stamats Adult Students Talk 2009
  13. 13. THE PERILS OF NEGLECT—THE MIDDLE OF THE FUNNEL THE PERILS OF NEGLECT THE MIDDLE OF THE FUNNEL 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 Earnings/Salary I d E i /S l 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 PERILS OF NEGLECT— THE BOTTOM OF THE FUNNEL
  17. 17. THE PERILS OF NEGLECT—THE BOTTOM OF THE FUNNEL THE PERILS OF NEGLECT THE BOTTOM OF THE FUNNEL 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 A Public Agenda Report for The Bill & Melinda Gates Foundation December 2009
  18. 18. EXECUTING ON PURPOSEFUL UNIQUENESS EXECUTING ON PURPOSEFUL UNIQUENESS THE PERILS OF NEGLECT WAVE YOUR MAGIC WAND GRANT ONLY ONE WISH GRANT ONLY ONE WISH
  19. 19. WAVE YOUR WAND TOP OF THE FUNNEL WAVE YOUR WAND—TOP OF THE FUNNEL Awareness Inquiry Follow Up Engagement Qualification pp Application Admissions Enrollment Retention Completion
  20. 20. WAVE YOUR WAND TOP THE TOP OF THE FUNNEL WAVE YOUR WAND—TOP THE TOP OF THE FUNNEL
  21. 21. WAVE YOUR WAND—PREDICTIVE MODELING
  22. 22. WAVE YOUR WAND LEADSCORING WAVE YOUR WAND—LEADSCORING Leads Leads Enrollments Enrollments Starts Starts Segment 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  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  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  poor  id ifi d 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  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... WAVE YOUR WAND—THE TOP OF THE FUNNEL 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 WAVE YOUR WAND—THE MIDDLE OF THE FUNNEL Awareness Inquiry Follow Up Engagement Qualification pp Application Admissions Enrollment Retention Completion
  30. 30. WAVE YOUR WAND THE MIDDLE OF THE FUNNEL WAVE YOUR WAND—THE MIDDLE OF THE FUNNEL Follow the 3 C’s: • Coordinated • Consistent • C Compelling lli
  31. 31. WAVE YOUR WAND THE MIDDLE OF THE FUNNEL WAVE YOUR WAND—THE MIDDLE OF THE FUNNEL FIU Business: • Info Session Attendance up more than 200% over 3 years • Applicants up more than 50% over 3 years • Ad i Admits up more than 60% over 3 years h 60% 3 • Enrolled up nearly 75%  over 3 years
  32. 32. WAVE YOUR WAND THE BOTTOM OF THE FUNNEL WAVE YOUR WAND—THE BOTTOM OF THE FUNNEL Awareness Inquiry Follow Up Engagement Qualification Application Admissions Enrollment Retention Completion
  33. 33. WAVE YOUR WAND THE BOTTOM OF THE FUNNEL WAVE YOUR WAND—THE BOTTOM OF THE FUNNEL 10 Keys to Success 1. Know your students 2. Hire good communicators 3. Build “hoop‐less” admissions and financial aid processes 4. Take a proactive approach to student advising 5. Automate routine communications 6. Hire faculty suited to online teaching 7. Set and maintain high standards for student/faculty communication 8. 8 Evaluate, evaluate, evaluate Evaluate evaluate evaluate 9. Check your program’s vital signs regularly 10. Use cross‐functional teams to develop enhancements and  improvements
  34. 34. EXECUTING ON PURPOSEFUL UNIQUENESS EXECUTING ON PURPOSEFUL UNIQUENESS THE PERILS OF NEGLECT WAVE YOUR MAGIC WAND GRANT ONLY ONE WISH GRANT ONLY ONE WISH
  35. 35. GRANT ONLY ONE WISH THE FUNNELS WITHIN THE FUNNEL GRANT ONLY ONE WISH—THE FUNNELS WITHIN THE FUNNEL 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 COST PER APPLICATION $900 ‐ $3,000 $900 $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 COMPLEXITY MEASURE, MEASURE, MEASURE!
  38. 38. “The precision of naming takes away from the uniqueness  “Th ii f i k f h i of seeing.”  ‐ Pierre Bonnard
  39. 39. THE END. THE END Todd Gibby, CEO dd ibb Kari Kovar, Regional Director K iK R i l Di 7315 Wisconsin Ave., Suite 200W 2305 Presidents Circle Bethesda, MD 20814 Salt Lake City, UT  84120 C: 240.238.3242 C 240 238 3242 C: 319.538.5389 C 319 538 5389 E: todd.gibby@intelliworks.com E: kari.kovar@datamark.com WWW.INTELLIWORKS.COM WWW.DATAMARK.COM

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