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Strategic Enrolment Management & Cohort-specific Marketing

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Presentation given at the Strategic Enrolment Marketing & Management Forum in Toronto, Ontario in May 2013.

Presentation given at the Strategic Enrolment Marketing & Management Forum in Toronto, Ontario in May 2013.

Published in: Education

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  • 1. 1Strategic EnrolmentManagement &Cohort-specificMarketing
  • 2. 2Goals of this presentation• Are your goals tied to a “fill the funnel” approach or bycohort?• Do you match tactics to a cohort?• Are you measuring your success by tactic?
  • 3. 3SEM (RE)volution• SMART goals• Academic Success• Data• Student Services• Communications &Collaboration• Marketing goals• Facilitates success• Analytics/trackable• Student Service• Shared strategies& communications
  • 4. 4Mature/TransferStudentsCase Study
  • 5. 5Reaching the (apparently)unreachable
  • 6. 6Campaign GoalsWinterA. Increase awareness of programs offeredB. Increase mature applicationsC. Increase Ontario college transfer applicationsD. Increase 101 confirmationsSummerA. Increase awareness of York’s summer session overallB. Increase applications from students wishing to study on a Letter ofPermissionC. Increase applications from Ontario college transfersD. Increase applications from Ontario university transfersE. Increase number of current York students taking courses during thesummer
  • 7. 7Deliberately digitalWinter Summer
  • 8. 8Being Flexible@yorkuniversityWhere’s your career headed in 2013? Startat #yorku in #january + earn your degree.Apply to York by Dec. 5 http://t.co/m6xi7fMd@yorkuniversityThinking about starting something new in#january? It’s not too late to earn yourdegree. Apply to #yorku by Dec. 19http://t.co/m6xi7fMdChoose York21 or older? Looking for part time or online studies?Increase your earning potential. Earn a degree at yourpace.Learn your way.
  • 9. 9Tactics - Winter
  • 10. 10Tactics - Summer
  • 11. 11KPIs
  • 12. 12Offline Tactics
  • 13. 13Key Learnings• Be responsive!• Target audience + message for best results – but not too targeted.• Geo-targeting works!• Cost per impression ads: Google outperformed all other channels.• Cost per click ads: Run of network ads worked well but really need to payattention to list of websites for placement.• Mobile interactions increased with every phase, from 4% to just over 21%traffic.• E-blasts netted the lowest rate of return.• After the landing page and Future Students home page, pageview countswere highest for program and admission requirements pages.• LinkedIn requires very specific messaging. Impressions and clickthroughsspiked with key phrases.
  • 14. 14InternationalCase Study
  • 15. 15Where in the world do we start?• Social networks have no obstructions and are focused onspecific groups (rather than physical events)… leads to 61%lower cost per student lead (Darrup-Boychuck, 2009)• The approximate cost of recruiting one in-state student is $200,one out-of-state student is $500 and one international student is$1,000, without including staff salaries. Meanwhile, the cost ofonline promoting, using “pay-per-click” or mobile marketing, is$119.50 per any enrolled students regardless of the students’countries of origin. (Baxton and Foley Study, 2009)
  • 16. 16Print marketing / crossover
  • 17. 17Online
  • 18. 18Making it personal
  • 19. 19Content Flow and KPI
  • 20. 20Key Learnings• Working in other languages offers challenges that canbe overcome• Analytics are a must for determining success• Dedicate savings from printing in-country to onlinetactics• Flipbooks reveal key insights about how print books areused• Social media extends your reach
  • 21. 21Taking it thatnext step
  • 22. 22Tracking & Analysis• Interaction Stats• Purchase analyticsSocialMedia• Site stats• Movement on siteWebsite • Applicant demographicinformationApplication• Prospects and applicantinformationCRM • Complied data onapps, programs, retentionDataWarehouseHandbooksSchoolvisitsOntarioUniversitiesFairOnlinechats &webinarsAdvertisingCampaignsSpringOpenHouse
  • 23. 23Examining Results and MakingRecommendations• Consideraudience &format• CustomizedreportsReporting• Interpret data• Short term gains• Long termplanningRecommending • Cast your netwidely• Advocate• ChangemanagementSharing
  • 24. 24Goals of this presentation• Are your goals tied to a “fill the funnel” approach or bycohort?• Do you match tactics to a cohort?• Are you measuring your success by tactic?
  • 25. 25Questions?Donna Cope, Director, Strategic CommunicationsLaura D’Amelio, Senior Content DeveloperDivision of Vice-President Students, York University