Signal vs. Noise<br />UCPEA Regional Conference<br />Moving from Conversation to Conversion<br />Dan Obregon, Vice Preside...
Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
EVOLUTION<br />Demographic Trends<br />Consumer Trends	<br />Technology Trends<br />Economic Trends<br />
EVOLVING CONSUMERS<br /><ul><li>7 percent of babies have an email address
92 percent of toddlers have an online presences</li></ul>Source: AVG Internet Security Study, October 2010<br />“As a cons...
EVOLVING COMMUNICATIONS<br />“If we are driving them there, should we then question where they currently are and how we ca...
Preferences vary based on lifecycle
No “one size fits all” solution
Next best thing is always around the corner</li></li></ul><li>?<br />The Facebook Experience<br />Login<br />Browse the “N...
The Facebook Experience<br />Login<br />Browse the “News Feed”<br />Randomly browse the site<br />Log off<br />University ...
Putting a Face to Cyberspace<br /><ul><li>Evolving to meet student expectations
Setting strategic goals and objectives
Creating benchmarks for success</li></li></ul><li>THE DECK IS<br />STACKED, RIGHT?<br />
DEMAND HAS NEVER BEEN HIGHER<br /><ul><li>Less than 16% of those enrolled in higher education are “traditional” age colleg...
Over 25 population is the fastest growing segment in higher education
Availability of online and hybrid programs makes these programs more accessible than ever before
Even in a recession, people are better off with an education than without
Increasing cost and scrutiny of for-profit educators have made not-for-profit adult education providers even more appealin...
BUT CHALLENGES REMAIN…<br />
MORE GOING, BUT PROGRESS IS SLOWING<br />Americans are growing more educated, but progress appears to be slowing among you...
EXPECTATIONS ARE CHANGING…<br />WEB: 92 percent said that they would be disappointed with a school or remove it entirely f...
NARROWING THE GENERATIONAL GAP<br />Source: Community College Student Engagement Survey, June 2010<br />
Putting a Face to Cyberspace<br /><ul><li>Evolving to meet student expectations
Setting strategic goals and objectives
Creating benchmarks for success</li></li></ul><li>You will fail <br />without a <br />strategy.<br />
30<br />
STRATEGY STARTS WITH YOUR CUSTOMER<br /><ul><li>What are they interested in learning?
How do they want to learn?
What are their motivations?
How would they calculate a return on investment?
Where do I find them?  Or (more important), where do they find me?</li></li></ul><li>DEGREE OF INTEREST<br />Source: Stama...
COURSE FORMAT<br />Source:Intelliworks Poll, October 2010  n=214<br />
COURSE FORMAT BY GENDER<br />Source:Intelliworks Poll, October 2010  n=214<br />
COURSE FORMAT BY AGE<br />Source:Intelliworks Poll, October 2010  n=214<br />
FIGURE OUT <br />WHATMOTIVATES THEM…<br />
STUDENT MOTIVATIONS: WHAT THEY WANT<br />Student Motivations<br />Source: Intelliworks LinkedIn Poll, October 2009 (n = 35...
HOW IS YOUR INSTITUTION PROVING ITS WORTH?<br />How Institutions Prove ROI<br />Source: Intelliworks LinkedIn Poll, Octobe...
WHY DO MOTIVATIONS MATTER?<br />
DEVELOPING PERSONAS<br />
What are they like?<br />1<br />Why are they here?<br />2<br />What keeps them up at night?<br />3<br />How can you solve ...
THINKING INHUMAN TERMS<br />The Doubting Thomas<br />He went straight to work after high school<br />and now he’s looking ...
THINKING INHUMAN TERMS<br />Ms. “Too Cool for Your School”<br />She’s weighing her options.  You offer <br />everything sh...
THINKING INHUMAN TERMS<br />Mr. “Show Me The Money”<br />His division II football career may be over, <br />but he never l...
WHY?<br /><ul><li>Understand their decision-making process.
Understand their communication style.
Discover pain points/barriers to enrollment.
Validate or deny your assumptions and avoid stereotypes.  </li></li></ul><li>THINKING INHUMAN TERMS<br />The Idea Man<br /...
THEN FIGURE OUT<br />HOWTO FIND THEM. <br />
PREFERRED COMMUNICATIONS CHANNELS<br />Q: Would you want to receive information about a college or university via ________...
“If you want to grab someone's attention, you first need to get his or her permission with some kind of bait…Once a custom...
EMAIL PREFERRED FOR ADMISSIONS NOTIFICATIONS<br />Q: Would you want a college or university to contact you via ___________...
THE TAKEAWAY?<br /><ul><li>Make it easy for them to find you. DO NOT SPAM!
Once they’ve found you, engage them where they want to engage.
Optimize online presence to convert interested prospects.
97% of students begin their search online.  (Source: Stamats)</li></li></ul><li>Source: XKCD.com<br />
WEBSITE FEATURES THAT MATTER<br />Source: Noel-Levitz, August 2010<br />
WHAT YOU SEE HAPPENING<br />
WHAT’S ACTUALLY HAPPENING<br />
Putting a Face to Cyberspace<br /><ul><li>Evolving to meet student expectations
Setting strategic goals and objectives
Creating benchmarks for success</li></li></ul><li>DO THESE LOOK FAMILIAR?<br />Goals<br />Increase Enrollment<br />Improve...
SURVEY SAYS!<br />Source: Intelliworks Email Poll of UCEA/Eduventures Members, April 2010<br />
GROWTH<br /><ul><li>Increase inquiries, applications, enrollments, etc.
Raise awareness of your program in the market
Expand the diversity of your offerings</li></li></ul><li>EFFICIENCY<br /><ul><li>Reduce the number of clicks it takes to c...
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Signal vs. Noise: Moving from Conversation to Conversion

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The internet has become the frontline in the battle to recruit students. While this gives colleges and universities unprecedented access to a broad range of prospects, it also creates an environment where more schools are competing for fewer students. How can your institution rise above the noise?

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  • Introduce conference theme/meaning
  • The State of the Internet Video (click on image to launch)Talk about communications / channel preference studies conducted by IntelliworksHigh complexity / high rate of change
  • Session Thesis: in order to execute on articulating your “purposeful uniqueness” to your target audience and achieving your enrollment goals, you need to be focused on all parts of the Recruiting / Admissions / Enrollment Funnel.  Failure to properly address any one stage / component will create a bottleneck or failure point which will undermine your effort to meet your institutional targets.
  • 1 in 4 students reported removing a school from their prospective list because of a bad experience on that school’s Web site. 94% of prospective college students view college websites at least a few times per month (Noel-levitz)Email and Paid Search are becoming increasingly popular ways for students to discover schools76 percent of students said they use Facebook, while 33 percent reported using MySpace.52 percent of students said they have viewed videos about colleges, while only 10 percent reported watching them on YouTube.
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  • This slide should be used to show more detail / stats / etc. regarding success at middle of funnel. This is where tg will discuss virtues and successes of: 3 c’s: coordinated, consistent, compelling marketingsuccess of fiu – brief case study branding as enabled via crm
  • This slide should be used to show more detail / stats / etc. regarding success at middle of funnel. This is where tg / kari will discuss virtues and successes of: 3 c’s: coordinated, consistent, compelling marketingsuccess of fiu – brief case study branding as enabled via crm
  • Talk Track:
  • Signal vs. Noise: Moving from Conversation to Conversion

    1. 1. Signal vs. Noise<br />UCPEA Regional Conference<br />Moving from Conversation to Conversion<br />Dan Obregon, Vice President of Marketing, Intelliworks, Inc.<br />email: dan.obregon@intelliworks.com<br />twitter: @dobregon<br />WWW.INTELLIWORKS.COM<br />
    2. 2. Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
    3. 3. Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
    4. 4. Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
    5. 5. Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
    6. 6. Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
    7. 7. Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
    8. 8. Discover<br />Educate<br />Enroll<br />Yield<br />Signal<br />Analyze<br />Noise<br />Engage<br />
    9. 9. EVOLUTION<br />Demographic Trends<br />Consumer Trends <br />Technology Trends<br />Economic Trends<br />
    10. 10.
    11. 11.
    12. 12.
    13. 13. EVOLVING CONSUMERS<br /><ul><li>7 percent of babies have an email address
    14. 14. 92 percent of toddlers have an online presences</li></ul>Source: AVG Internet Security Study, October 2010<br />“As a consumer's online tenure increases, so does the likelihood that he or she will research and apply online. And as online tenure increases, consumers are more apt to research exclusively online.” <br />– Forrester Research<br />
    15. 15. EVOLVING COMMUNICATIONS<br />“If we are driving them there, should we then question where they currently are and how we can push content to them? <br />It seems that in our strategies, we are building a pull-environment for a push-customer...”<br /><ul><li>Mark Hoetning, CIO, Arkansas State University </li></ul>(via EDUCAUSE Listserv)<br /><ul><li>Multiple touch points
    16. 16. Preferences vary based on lifecycle
    17. 17. No “one size fits all” solution
    18. 18. Next best thing is always around the corner</li></li></ul><li>?<br />The Facebook Experience<br />Login<br />Browse the “News Feed”<br />Randomly browse the site<br />Log off<br />University <br />Presence <br />
    19. 19. The Facebook Experience<br />Login<br />Browse the “News Feed”<br />Randomly browse the site<br />Log off<br />University <br />Presence <br />
    20. 20. Putting a Face to Cyberspace<br /><ul><li>Evolving to meet student expectations
    21. 21. Setting strategic goals and objectives
    22. 22. Creating benchmarks for success</li></li></ul><li>THE DECK IS<br />STACKED, RIGHT?<br />
    23. 23. DEMAND HAS NEVER BEEN HIGHER<br /><ul><li>Less than 16% of those enrolled in higher education are “traditional” age college students (18-22)
    24. 24. Over 25 population is the fastest growing segment in higher education
    25. 25. Availability of online and hybrid programs makes these programs more accessible than ever before
    26. 26. Even in a recession, people are better off with an education than without
    27. 27. Increasing cost and scrutiny of for-profit educators have made not-for-profit adult education providers even more appealing</li></li></ul><li>
    28. 28.
    29. 29. BUT CHALLENGES REMAIN…<br />
    30. 30. MORE GOING, BUT PROGRESS IS SLOWING<br />Americans are growing more educated, but progress appears to be slowing among younger adults. <br /> While the share of U.S. adults holding a four-year college degree rose from 24 percent to 28 percent from 2000 to 2008, a lower share of 25 to 34 year-olds than 35 to 44 year-olds held a four-year college degree in 2008, a reversal from the pattern in 2000. Nearly a quarter of those younger adults have completed some college, but not a degree. <br />Source: Brookings Institutions, Report on Education Attainment, July 2010<br />
    31. 31. EXPECTATIONS ARE CHANGING…<br />WEB: 92 percent said that they would be disappointed with a school or remove it entirely from their lists if they didn’t find the information they needed on the school’s Web site.<br />SOCIAL MEDIA: 76 percent of students supported schools creating their own private social networks for prospective students.<br />ECONOMY: 46 percent claimed that the current economic crisis had caused them to reconsider the schools they would apply to or attend—an increase from 34 percent just last year.<br />MOBILE: 23 percent of respondents reported searching college sites from their smart phones.<br />Source: Noel-Levitz, “Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students,” August 2010<br />
    32. 32. NARROWING THE GENERATIONAL GAP<br />Source: Community College Student Engagement Survey, June 2010<br />
    33. 33.
    34. 34.
    35. 35. Putting a Face to Cyberspace<br /><ul><li>Evolving to meet student expectations
    36. 36. Setting strategic goals and objectives
    37. 37. Creating benchmarks for success</li></li></ul><li>You will fail <br />without a <br />strategy.<br />
    38. 38. 30<br />
    39. 39. STRATEGY STARTS WITH YOUR CUSTOMER<br /><ul><li>What are they interested in learning?
    40. 40. How do they want to learn?
    41. 41. What are their motivations?
    42. 42. How would they calculate a return on investment?
    43. 43. Where do I find them? Or (more important), where do they find me?</li></li></ul><li>DEGREE OF INTEREST<br />Source: Stamats, AdultS tudents Talk Survey 2010<br />
    44. 44. COURSE FORMAT<br />Source:Intelliworks Poll, October 2010 n=214<br />
    45. 45. COURSE FORMAT BY GENDER<br />Source:Intelliworks Poll, October 2010 n=214<br />
    46. 46. COURSE FORMAT BY AGE<br />Source:Intelliworks Poll, October 2010 n=214<br />
    47. 47. FIGURE OUT <br />WHATMOTIVATES THEM…<br />
    48. 48. STUDENT MOTIVATIONS: WHAT THEY WANT<br />Student Motivations<br />Source: Intelliworks LinkedIn Poll, October 2009 (n = 355)<br />
    49. 49. HOW IS YOUR INSTITUTION PROVING ITS WORTH?<br />How Institutions Prove ROI<br />Source: Intelliworks LinkedIn Poll, October 2009 (n = 100)<br />
    50. 50. WHY DO MOTIVATIONS MATTER?<br />
    51. 51. DEVELOPING PERSONAS<br />
    52. 52. What are they like?<br />1<br />Why are they here?<br />2<br />What keeps them up at night?<br />3<br />How can you solve their problem?<br />4<br />What do you want them to do?<br />5<br />How can you best reach them?<br />6<br />How might they resist?<br />7<br />© duarte.com 2008 <br />
    53. 53. THINKING INHUMAN TERMS<br />The Doubting Thomas<br />He went straight to work after high school<br />and now he’s looking to get ahead in his <br />career. He’d like to go back and earn his <br />degree, but just got promoted and doesn’t <br />want to leave his job.<br />
    54. 54. THINKING INHUMAN TERMS<br />Ms. “Too Cool for Your School”<br />She’s weighing her options. You offer <br />everything she’s looking for in an art<br />history program, but she’s never heard<br />of your school. And neither have her<br />friends.<br />
    55. 55. THINKING INHUMAN TERMS<br />Mr. “Show Me The Money”<br />His division II football career may be over, <br />but he never lost his passion for sports.<br />He’s having a hard time breaking into <br />the industry though, and thinks an MBA<br />in Sports Marketing might get him back<br />in action.<br />
    56. 56. WHY?<br /><ul><li>Understand their decision-making process.
    57. 57. Understand their communication style.
    58. 58. Discover pain points/barriers to enrollment.
    59. 59. Validate or deny your assumptions and avoid stereotypes. </li></li></ul><li>THINKING INHUMAN TERMS<br />The Idea Man<br />He’s spent the last 25 years running his <br />own company, and is ready to retire, but <br />that doesn’t mean he’s ready to stop. <br />Many assume he’s against online education <br />due to his age, but in fact he’d rather <br />affluent professionals like him may prefer<br />to learn at their own pace while enjoying <br />their golden years.<br />
    60. 60.
    61. 61. THEN FIGURE OUT<br />HOWTO FIND THEM. <br />
    62. 62.
    63. 63. PREFERRED COMMUNICATIONS CHANNELS<br />Q: Would you want to receive information about a college or university via __________________?<br />Source: Intelliworks LinkedIn Poll, January 2010 (n=100)<br />
    64. 64. “If you want to grab someone's attention, you first need to get his or her permission with some kind of bait…Once a customer volunteers his or her time, you're on your way to establishing a long-term relationship and making a sale.” <br />– Seth Godin, Author, Permission Marketing<br />
    65. 65. EMAIL PREFERRED FOR ADMISSIONS NOTIFICATIONS<br />Q: Would you want a college or university to contact you via __________________regarding your admissions status?<br />Source: Intelliworks LinkedIn Poll, January 2010 (n=100)<br />
    66. 66. THE TAKEAWAY?<br /><ul><li>Make it easy for them to find you. DO NOT SPAM!
    67. 67. Once they’ve found you, engage them where they want to engage.
    68. 68. Optimize online presence to convert interested prospects.
    69. 69. 97% of students begin their search online. (Source: Stamats)</li></li></ul><li>Source: XKCD.com<br />
    70. 70. WEBSITE FEATURES THAT MATTER<br />Source: Noel-Levitz, August 2010<br />
    71. 71. WHAT YOU SEE HAPPENING<br />
    72. 72. WHAT’S ACTUALLY HAPPENING<br />
    73. 73. Putting a Face to Cyberspace<br /><ul><li>Evolving to meet student expectations
    74. 74. Setting strategic goals and objectives
    75. 75. Creating benchmarks for success</li></li></ul><li>DO THESE LOOK FAMILIAR?<br />Goals<br />Increase Enrollment<br />Improve Staff Efficiency<br />Control Data Sharing<br />Enhance Effectiveness of Student Contact<br />
    76. 76. SURVEY SAYS!<br />Source: Intelliworks Email Poll of UCEA/Eduventures Members, April 2010<br />
    77. 77.
    78. 78. GROWTH<br /><ul><li>Increase inquiries, applications, enrollments, etc.
    79. 79. Raise awareness of your program in the market
    80. 80. Expand the diversity of your offerings</li></li></ul><li>EFFICIENCY<br /><ul><li>Reduce the number of clicks it takes to complete an application
    81. 81. Improve your inquiry response time
    82. 82. Automate workflow and communications</li></li></ul><li>QUALITY<br /><ul><li>Attract more qualified students or attract the right students for your program
    83. 83. Differentiate your program from the competition
    84. 84. Improve customer experience</li></li></ul><li>INTELLIGENCE<br /><ul><li>Year-over-year comparisons of your key metrics
    85. 85. Responses to your marketing messages (opens/click throughs, etc.)
    86. 86. Engagement of your community</li></li></ul><li>HELP THEM FIND YOU<br /><ul><li>Goal
    87. 87. Supplement database with quality leads
    88. 88. Purchased Lists: Lower cost, raise results
    89. 89. Calculate and track marketing ROI
    90. 90. Tactics
    91. 91. Drive search traffic to online inquiry forms
    92. 92. Capture lead source data
    93. 93. Send TARGETED email campaigns to opt-ins
    94. 94. Results
    95. 95. NO LISTS PURCHASED
    96. 96. Over 30,000 Inquiries in 6 months
    97. 97. Visibility to Recruiter Activities
    98. 98. Marketing Dollar Spend Analysis
    99. 99. Built In Analytics = Real Time Access To Data</li></li></ul><li>FOLLOW THE THREE C’s<br /><ul><li>Coordinated
    100. 100. Consistent
    101. 101. Compelling</li></li></ul><li>
    102. 102. FIU BUSINESS: UNCOMMON THINKERS<br /><ul><li>Info Session Attendance up more than 200% over 3 years
    103. 103. Applicants up more than 50% over 3 years
    104. 104. Admits up more than 60% over 3 years
    105. 105. Enrolled up nearly 75% over 3 years</li></li></ul><li>THE KEYS TO SUCCESS<br />Know your students<br />Hire good communicators<br />Build “hoop-less” admissions and financial aid processes<br />Take a proactive approach to student advising <br />Automate routine communications<br />Hire faculty suited to online teaching<br />Set and maintain high standards for student/faculty communication<br />Evaluate, evaluate, evaluate<br />Check your program’s vital signs regularly<br />Use cross-functional teams to develop enhancements and improvements<br />Source: American Public University System and Intelliworks<br />
    106. 106. MEASUREMENT, ANALYSIS<br />&IMPROVEMENT<br />
    107. 107. Awareness<br />Inquiry<br />Follow Up<br />Engagement<br />Qualification<br />Application<br />Admissions<br />Enrollment<br />Retention<br />Completion<br />
    108. 108. TREAT DIFFERENT STUDENTS DIFFERENTLY<br />Strategic Objectives<br />Custom design of communications plan; points of contact based on individual student characteristics and individual program marketing plan.<br />Automated yet personalized communications.<br />
    109. 109. BREAK DOWN SILOS<br />Consolidate Information<br />Provide a central location to share and collaborate on prospect data.<br />Share goals and reports across the organization.<br />Transfer knowledge from one person to another.<br />Eliminate error from manual calculations and various data management issues.<br />
    110. 110. MEASURE THE BASICS<br />Establish benchmarks<br />Student Inquiries<br />Web site Traffic<br />Event Attendees<br />Applicants<br />
    111. 111.
    112. 112. EVOLUTION<br />
    113. 113. RESOURCES<br />Higher Education and Social Media<br />http://www.intelliworks.com/blog<br />http://www.ustream.tv/user/intelliworks/videos<br />http://www.slideshare.net/intelliworks<br />Creating Marketing Personas<br />http://video.google.com/videoplay?docid=-1799477031032190172&hl=en#<br />http://technomarketer.typepad.com/technomarketer/2008/04/developing-pers.html<br />Marketing Charts<br />http://www.marketingcharts.com<br />Cartoons<br />http://www.tomfishburne.com/<br />http://www.xkcd.com<br />
    114. 114.
    115. 115. THE END.<br />Dan Obregon, Vice President of Marketing, Intelliworks, Inc.<br />email: dan.obregon@intelliworks.com<br />twitter: @dobregon<br />WWW.INTELLIWORKS.COM<br />

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