Signal vs. Noise: From Conversation to Conversion

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Best practices for graduate student recruitment. Originally presented at 2009 Stamats Integrated Marketing: Graduate Student Marketing Conference.

Best practices for graduate student recruitment. Originally presented at 2009 Stamats Integrated Marketing: Graduate Student Marketing Conference.

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  • Adult student enrollments continue to outpace most sectors in higher education April 2, 2009 Recession Has Changed Views Among Prospective Adult Students, Study Finds By Eric Hoover Nearly half of adult students believe the value of education has increased over the last year due to the economic crisis, according to a survey released this week by Eduventures Inc., an education-consulting firm. January 9, 2009 Recession May Drive More Adult Students to Take Online Courses By By STEVE KOLOWICH Economic storms historically have prompted more adults to seek shelter in the classroom. But this time around, two-year colleges and private for-profit institutions are especially optimistic about attracting more students—and many of those older students will probably take courses online, according to one of the authors of a recent survey. © Datamonitor
  • Adult student enrollments continue to outpace most sectors in higher education April 2, 2009 Recession Has Changed Views Among Prospective Adult Students, Study Finds By Eric Hoover Nearly half of adult students believe the value of education has increased over the last year due to the economic crisis, according to a survey released this week by Eduventures Inc., an education-consulting firm. January 9, 2009 Recession May Drive More Adult Students to Take Online Courses By By STEVE KOLOWICH Economic storms historically have prompted more adults to seek shelter in the classroom. But this time around, two-year colleges and private for-profit institutions are especially optimistic about attracting more students—and many of those older students will probably take courses online, according to one of the authors of a recent survey. © Datamonitor
  • As the economy sours, demand for graduate education is clear… Students recognize the value of graduate education For example, average MBA graduate earns $550,000 more over lifetime than college graduates
  • One-year full-time MBA programs reported the strongest application volume. Nearly 7 in 10 indicated growth in the number of applications received. Application volume growth in 2009 was primarily driven by programs located in world regions outside of the United States across all MBA program types. Master of Accounting programs stood out among program types with the largest proportion (78%) reporting an increase in application volume.
  • For-profit educators have grown from 0.4 percent of market in 1976 to more than 6 percent today. Source: Diverse Online, June 8, 2009; U.S. Department of Education
  • Poll conducted of professionals within the higher education/education management space.
  • 38% decentralized 21% at the school/college level 17% decentralized to the department/program level 35% centralized 21% highly centralized (all graduate recruitment within single office) 14% primarily centralized (all but one or two specific fields, such as law and/or medicine, handled by a single office) 27% collaborative Joint effort by central administration and schools; schools and programs; or by all levels
  • © Datamonitor
  • 1) Demographics and psychographics are a great start, but connecting with your audience means understanding them on a personal level. Take a walk in their shoes and describe what their life looks like each day. 2) What do they think they’re going to get out of this presentation? Why did they come to hear you? Are they willing participants or mandatory attendees? This is also a bit of a situation analysis. 3) Everyone has a fear, a pain point, a thorn in the side. Let your audience know you empathize—and offer a solution. 4) What’s in it for the audience? How are you going to make their lives better? 5) Answer the question “so what?”—and make sure there’s clear action for your audience to take. 6) People vary in how they receive information. This can include the set up of the room to the availability of materials after the presentation. Give the audience what they want, how they want it. 7) What will keep them from adopting your message and carrying out your call to action?
  • 97% desire personal enrichment 89% want to increase their income 78% have always enjoyed education 76% want to prove they can do it 75% are considering changing their careers 73% want to improve their job satisfaction 66% hope to advance within their current job or career 62% want to be a role model for their family 42% need to due to personal circumstances/major life changes
  • Continuing education programs can compete more aggressively and maintain their focus on academic quality and integrity
  • IW Survey of 200 business schools. A study conducted by call center solutions provider Genesys found that customer expectations for email response times are increasing. Their report, “Optimizing Multi-Channel Communications in Customer-Centric Organizations” found that 17% of customers expect a response to their e-mail within four hours, and a further 21% expect a response within one hour. By contrast, when the same survey was conducted in 2003, only 6% expected a response within those timeframes.

Transcript

  • 1. Signal vs. Noise Moving from Conversation to Conversion November 12, 2009 Presented by Todd Gibby CEO, Intelliworks
  • 2. Enrollments by People Aged 25+ (in thousands) Source: National Center for Education Statistics, Digest of Education Statistics 2006, Table 177 In some ways the signal is clear…
  • 3. Enrollments by People Aged 25+ (in thousands) In some ways the signal is clear… Chronicle of Higher Education: April 2, 2009 Recession Has Changed Views Among Prospective Adult Students, Study Finds By Eric Hoover “ Nearly half of adult students believe the value of education has increased over the last year due to the economic crisis…” Chronicle of Higher Education: January 9, 2009 Recession May Drive More Adult Students to Take Online Courses By Steve Kolowich
  • 4. Source: Education Pays 2007, The College Board, US Census Bureau, 2006 Grad students are looking for signal
  • 5. And Volume is Up…Right? Source: 2009 GMAT Application Trends Survey % Change in Application Volume in 2009 compared to 2008
  • 6. But…
  • 7.
    • Among 10 of the largest for-profit college companies , enrollment during the quarter ending June 30 was anywhere from 12 to more than 100 percent higher than it was during the same period last year.
    Source: August 26, 2009; The Chronicle for Higher Education Crowded Airwaves
  • 8. Greatest challenges for education… Source: Intelliworks Linkedin Poll, September 2009 (n = 200)
  • 9. Grad Recruitment: Wired for Efficiency? Source: CGS New Deans Institute, July 2007
  • 10. Wired for Efficiency?: Part Dieux Source: CGS New Deans Institute, July 2007
  • 11. Losing Signal from Afar "The decline in admissions of international students this year, after several years of slowing growth, is a concern for U.S. graduate education.” - Debra W. Stewart, President, Council of Graduate Schools (CGS)
  • 12. August 2008 And…Lots of Noise at Home
  • 13. Top motivations for going to Grad School… Source: Intelliworks Linkedin Poll, October 2009 (n = 530)
  • 14. How are institutions addressing ROI? Source: Intelliworks Linkedin Poll, October 2009 (n = 355)
  • 15. Mixed Signals: The Paradox of Choice “ The Paradox of Choice: Why Less is More” Barry Schwartz
  • 16. Every relationship begins with a little noise… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze
  • 17. Noise Discover Educate Engage Enroll Yield Signal Analyze Discovery…
  • 18. Education… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze
  • 19. Engagement… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze
  • 20. Enrollment… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze
  • 21. Yield… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze
  • 22. Analysis… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze
  • 23. Finally clear signal… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze
  • 24. What you see happening… Yield / Analysis
  • 25. What’s actually happening…
  • 26.  
  • 27. Session Outline: Signal vs. Noise
    • Moving from Conversation to Conversion
    • Analyze internally and externally
    • Focus on “customer” needs
    • Deliver on experience
    • Establish uniqueness
  • 28. Session Outline: Signal vs. Noise
    • Moving from Conversation to Conversion
    • ASSESS ‘Em
    • ADDRESS ‘Em
    • PROGRESS ‘Em
    • IMPRESS ‘Em
  • 29. Breaking from tradition…
  • 30. Confusing application process… People Processes Tech / Data
  • 31. Trying a new process
  • 32. The Results 2007 2008 % Increase As a baseline in 2006 we had 257 completed applications so in 2 years we have seen a 42% increase
  • 33. Session Outline: Signal vs. Noise
    • Moving from Conversation to Conversion
    • ASSESS ‘Em
    • ADDRESS ‘Em
    • PROGRESS ‘Em
    • IMPRESS ‘Em
  • 34. 1. Know your audience… Why are they here? 2 What keeps them up at night? 3 How can you solve their problem? 4 What do you want them to do? 5 How can you best reach them? 6 How might they resist? 7 What are they like? 1 © duarte.com 2008 “ Slide-ology” by Mary Duarte
  • 35. Top motivations for returning to school?
    • Do you offer work/life credit?
    • Do you offer online classes?
    • Do you offer accelerated programs?
    • Do you have an extension site?
    • Do you have a admissions or financial aid advisors?
    • Do you offer tutoring?
    Source: Stamats Adult Students Talk 2008
  • 36. 10 key elements of successful programs
    • Know your students
    • Hire good communicators
    • Build “hoopless” admissions and financial aid processes
    • Take a proactive approach to student advising
    • Automate routine communications
    • Hire faculty suited to online teaching
    • Set and maintain high standards for student/faculty communication
    • Evaluate, evaluate, evaluate
    • Check your program’s vital signs regularly
    • Use cross-functional teams to develop enhancements and improvements
  • 37. 2. Many Options: Invest Wisely
  • 38. Focus Close to Home Source: Stamats Adult Students Talk 2008 www.websitegrader.com www.compete.com
  • 39. 3. Be prepared to receive the signal.
  • 40. Moving in Fast Company Source: Intelliworks Survey, April 2009, n = 140
  • 41. Session Outline: Signal vs. Noise
    • Moving from Conversation to Conversion
    • ASSESS ‘Em
    • ADDRESS ‘Em
    • PROGRESS ‘Em
    • IMPRESS ‘Em
  • 42. Emphasis on service and flexibility
  • 43. Market to Hopes; Build to Fears
      • CAN I ACTUALLY
      • DO THIS?
      • WHAT IF I
      • NEED HELP?
      • WILL THIS HELP ME
      • ADVANCE MY CAREER?
      • DO I HAVE THE
      • RIGHT SKILLS
      • TO SUCCEED?
      • WHO WILL SEE ME
      • THROUGH THIS?
  • 44. Can you accommodate their needs? Source: Stamats Adult Students Talk 2008 Note that online is very appealing to adult undergraduate students, more so than hybrid. Very different than graduate seeking adults
  • 45. Today’s adult learners are not homogeneous, but their goals and challenges are consistent Retention and engagement: Understanding the challenges adult learners face Source: Inside Track Career achievement Financial security Better quality of life Their goals Full-time work Family / parenting obligations Financial constraints Their obstacles Their needs Connect goals to actions Navigate process and succeed
  • 46. Use a Proactive Approach to Advising
    • Establish an automated notification system that reminds students after they receive their assessment results to schedule an advising appointment
    • This initial appointment should include identifying realistic goals, mapping the specific courses needed to attain it, and sketching a timeline for its completion
    • Leverage technology to deliver advising sessions online
    • Develop an early alert system to identify at-risk students and refer them to advising
    • Identify “touchpoints” throughout the student’s degree plan and schedule future appointments in advance
  • 47. Session Outline: Signal vs. Noise
    • Moving from Conversation to Conversion
    • ASSESS ‘Em
    • ADDRESS ‘Em
    • PROGRESS ‘Em
    • IMPRESS ‘Em
  • 48. What is a brand?
    • A brand is a person’s gut feel about a product , service or organization .
    • The Brand Gap, Marty Neumeier (via David Armano, Logic + Emotion: Brand U.0 on YouTube)
  • 49.  
  • 50.  
  • 51.  
  • 52.  
  • 53.  
  • 54. Cutting Through the Noise
  • 55. Signal vs. Noise Moving from Conversation to Conversion November 12, 2009 Presented by Todd Gibby CEO, Intelliworks