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 …

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:

Transcript

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