Signal vs. Noise: Moving from Conversation to Conversion
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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 ...

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
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Signal vs. Noise: Moving from Conversation to Conversion Signal vs. Noise: Moving from Conversation to Conversion Presentation Transcript

  • Signal vs. Noise UCPEA Regional Conference Moving from Conversation to ConversionDan Obregon, Vice President of Marketing, Intelliworks, Inc.email: dan.obregon@intelliworks.comtwitter: @dobregonWWW.INTELLIWORKS.COM
  • Noise Discover Educate Engage Enroll Yield Analyze Signal
  • Noise Discover Educate Engage Enroll Yield Analyze Signal
  • Noise Discover Educate Engage Enroll Yield Analyze Signal
  • Noise Discover Educate Engage Enroll Yield Analyze Signal
  • Noise Discover Educate Engage Enroll Yield Analyze Signal
  • Noise Discover Educate Engage Enroll Yield Analyze Signal
  • Noise Discover Educate Engage Enroll Yield Analyze Signal
  • EVOLUTIONEconomic Demographic Consumer TechnologyTrends Trends Trends Trends
  • EVOLVING CONSUMERS• 7 percent of babies have an email address• 92 percent of toddlers have an online presencesSource: AVG Internet Security Study, October 2010“As a consumers online tenure increases, sodoes the likelihood that he or she willresearch and apply online. And as onlinetenure increases, consumers are more apt toresearch exclusively online.” – Forrester Research
  • EVOLVING COMMUNICATIONS“If we are driving them there, should wethen question where they currently areand how we can push content to them?It seems that in our strategies, we arebuilding a pull-environment for a push-customer...” -Mark Hoetning, CIO, Arkansas State University (via EDUCAUSE Listserv) •Multiple touch points •Preferences vary based on lifecycle •No “one size fits all” solution •Next best thing is always around the corner
  • ? The Facebook Experience 1. Login 2. Browse the “News Feed” 3. Randomly browse the site 4. Log off University Presence
  • The Facebook Experience1. Login2. Browse the “News Feed”3. Randomly browse the site4. Log off University Presence
  • Putting a Face to Cyberspace Evolving to meet student expectations Setting strategic goals and objectives Creating benchmarks for success
  • THE DECK ISSTACKED, RIGHT?
  • DEMAND HAS NEVER BEEN HIGHER• Less than 16% of those enrolled in higher education are “traditional” age college students (18-22)• 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 appealing
  • BUT CHALLENGES REMAIN…
  • 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
  • EXPECTATIONS ARE CHANGING…WEB: 92 percent said that they would bedisappointed with a school or remove it entirelyfrom their lists if they didn’t find the informationthey needed on the school’s Web site.SOCIAL MEDIA: 76 percent of students supportedschools creating their own private social networksfor prospective students.ECONOMY: 46 percent claimed that the currenteconomic crisis had caused them to reconsider theschools they would apply to or attend—an increasefrom 34 percent just last year.MOBILE: 23 percent of respondents reportedsearching college sites from their smart phones.Source: Noel-Levitz, “Focusing Your E-Recruitment Efforts to Meet the Expectations ofCollege-Bound Students,” August 2010
  • NARROWING THE GENERATIONAL GAP Source: Community College Student Engagement Survey, June 2010
  • Putting a Face to Cyberspace Evolving to meet student expectations Setting strategic goals and objectives Creating benchmarks for success
  • You will failwithout astrategy.
  • STRATEGY STARTS WITH YOUR CUSTOMER• 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?
  • DEGREE OF INTEREST Source: Stamats, AdultS tudents Talk Survey 2010
  • COURSE FORMAT 43% 27% 30% Online On Campus Hybrid Source: Intelliworks Poll, October 2010 n=214
  • COURSE FORMAT BY GENDER Online On Campus Hybrid 43% 39% 30% 38% 31% 19% Female Male Source: Intelliworks Poll, October 2010 n=214
  • COURSE FORMAT BY AGE Online On Campus Hybrid 20% 39% 44% 48% 30% 22% 54% 40% 60% 30% 16% 7% 18-24 25-34 35-54 55+ Source: Intelliworks Poll, October 2010 n=214
  • FIGURE OUTWHAT MOTIVATES THEM…
  • STUDENT MOTIVATIONS: WHAT THEY WANT 2% 6% Student Motivations Career Advancement Earn More Money 28% Personal Enrichment 52% Change Careers Other 12% Source: Intelliworks LinkedIn Poll, October 2009 (n = 355)
  • HOW IS YOUR INSTITUTION PROVING ITS WORTH? 18% 15% How Institutions Prove ROI Increased Earnings/Salary Improved Job Placement 6% 20% Reached Personal Goals Advanced to Higher Degree Do Not Track 33% Source: Intelliworks LinkedIn Poll, October 2009 (n = 100)
  • WHY DO MOTIVATIONS MATTER?
  • DEVELOPING PERSONAS
  • 1 What are they like?2 Why are they here?3 What keeps them up at night?4 How can you solve their problem?5 What do you want them to do?6 How can you best reach them?7 How might they resist? © duarte.com 2008
  • THINKING INHUMAN TERMSThe Doubting ThomasHe went straight to work after high schooland now he’s looking to get ahead in hiscareer. He’d like to go back and earn hisdegree, but just got promoted and doesn’twant to leave his job.
  • THINKING INHUMAN TERMSMs. “Too Cool for Your School”She’s weighing her options. You offereverything she’s looking for in an arthistory program, but she’s never heardof your school. And neither have herfriends.
  • THINKING INHUMAN TERMSMr. “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 intothe industry though, and thinks an MBAin Sports Marketing might get him backin action.
  • WHY?• Understand their decision-making process.• Understand their communication style.• Discover pain points/barriers to enrollment.• Validate or deny your assumptions and avoid stereotypes.
  • THINKING INHUMAN TERMSThe Idea ManHe’s spent the last 25 years running hisown company, and is ready to retire, butthat doesn’t mean he’s ready to stop.Many assume he’s against online educationdue to his age, but in fact he’d ratheraffluent professionals like him may preferto learn at their own pace while enjoyingtheir golden years.
  • THEN FIGURE OUTHOW TO FIND THEM.
  • PREFERRED COMMUNICATIONS CHANNELSQ: Would you want to receive information about a college or university via __________________? 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)
  • “If you want to grab someones attention, you firstneed to get his or her permission with some kind ofbait…Once a customer volunteers his or hertime, youre on your way to establishing a long-termrelationship and making a sale.”– Seth Godin, Author, Permission Marketing
  • EMAIL PREFERRED FOR ADMISSIONS NOTIFICATIONS Q: Would you want a college or university to contact you via __________________regarding your admissions status? 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)
  • THE TAKEAWAY?• 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)
  • Source: XKCD.com
  • WEBSITE FEATURES THAT MATTER Virtual Tours Personlization RSS feeds A lot of value Online course catalog Extreme value Cost calculator Campus visit form Online Application 0 20 40 60 80 100 Source: Noel-Levitz, August 2010
  • WHAT YOU SEE HAPPENING Education Engagement Application / Enrollment Enrolled Student
  • WHAT’S ACTUALLY HAPPENING Education Education Education Engageme Engageme Engageme nt nt nt Applicatio Applicatio Applicatio n/ n/ n/ Enrollmen Enrollmen Enrollmen t t t Enrolled Student Enrolled Student Enrolled Student Education Education Education Engageme Engageme Engageme nt nt nt Applicatio Applicatio Applicatio n/ n/ n/ Enrollmen Enrollmen Enrollmen t t t Enrolled Student Enrolled Student Enrolled Student
  • Putting a Face to Cyberspace Evolving to meet student expectations Setting strategic goals and objectives Creating benchmarks for success
  • DO THESE LOOK FAMILIAR?• Goals – Increase Enrollment – Improve Staff Efficiency – Control Data Sharing – Enhance Effectiveness of Student Contact
  • SURVEY SAYS!Source: Intelliworks Email Poll of UCEA/Eduventures Members, April 2010
  • Growth IntelligenceQuality Efficiency
  • GROWTH • Increase inquiries, applications, enrollments, etc. Growth • Raise awareness of your program in the market Intelligence • Expand the diversity of your offeringsQuality Efficiency
  • EFFICIENCY • Reduce the number of clicks it takes to complete an Growth application • Improve your inquiry Intelligence response time • Automate workflow and communicationsQuality Efficiency
  • QUALITY • Attract more qualified students or attract the right Growth students for your program • Differentiate your program Intelligence from the competition • Improve customer experienceQuality Efficiency
  • INTELLIGENCE • Year-over-year comparisons of your key metrics Growth • Responses to your marketing messages (opens/click Intelligence throughs, etc.) • Engagement of your communityQuality Efficiency
  • HELP THEM FIND YOU • Goal – Supplement database with quality leads – Purchased Lists: Lower cost, raise results – Calculate and track marketing ROI • Tactics – Drive search traffic to online inquiry forms – Capture lead source data – Send TARGETED email campaigns to opt-ins • Results – NO LISTS PURCHASED – Over 30,000 Inquiries in 6 months – Visibility to Recruiter Activities – Marketing Dollar Spend Analysis – Built In Analytics = Real Time Access To Data
  • FOLLOW THE THREE C’s• Coordinated• Consistent• Compelling
  • FIU BUSINESS: UNCOMMON THINKERS• Info Session Attendance up more than 200% over 3 years• Applicants up more than 50% over 3 years• Admits up more than 60% over 3 years• Enrolled up nearly 75% over 3 years
  • THE KEYS TO SUCCESS1. Know your students2. Hire good communicators3. Build “hoop-less” admissions and financial aid processes4. Take a proactive approach to student advising5. Automate routine communications6. Hire faculty suited to online teaching7. Set and maintain high standards for student/faculty communication8. Evaluate, evaluate, evaluate9. Check your program’s vital signs regularly10. Use cross-functional teams to develop enhancements and improvements Source: American Public University System and Intelliworks
  • MEASUREMENT, ANALYSIS& IMPROVEMENT
  • Awareness Inquiry Follow Up Engagement Qualification Application Admissions Enrollment RetentionCompletion
  • 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.
  • 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.
  • MEASURE THE BASICS• Establish benchmarks – Student Inquiries – Web site Traffic – Event Attendees – Applicants
  • Growth IntelligenceQuality Efficiency
  • EVOLUTION
  • 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
  • THE END.Dan Obregon, Vice President of Marketing, Intelliworks, Inc.email: dan.obregon@intelliworks.comtwitter: @dobregonWWW.INTELLIWORKS.COM