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The Funnel Has Failed: Introducing a New Model for College Enrollment
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The Funnel Has Failed: Introducing a New Model for College Enrollment

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1/3: Dissecting the funnel …

1/3: Dissecting the funnel
1/3: Building a new model
1/3: Using the new model

Published in: Travel, Business

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  • Transcript

    • 1. The Funnel Has Failed: Introducing a new model for college enrollment
    • 2. everything popular is wrong - Oscar Wilde
    • 3.  
    • 4. The Enrollment Funnel
    • 5. Funnel Problems
      • Encourages Short-Term Approach
        • inflates and dilutes cohorts
        • stifles innovation
        • harms institutional goals
      • Encourages Push
        • search campaigns
        • recruitment gaps
        • useless cohorts
    • 6. Why the Funnel Fails
        • real and virtual networks
        • family and friends
        • “ impartial” third parties
      Predicated on 2 false beliefs: #1: We Control Information
    • 7. Why the Funnel Fails Predicated on 2 false beliefs:
        • can be inaccurate and harmful
          • addition is also subtraction
          • interests change
          • like spam, more means less
      #2: Contact Measures Interest
    • 8. Until They Apply Everyone is a Prospect
    • 9. Adapting to Failure
      • outside “expertise”
        • branding
        • predictive purchasing
        • new media approaches
        • high frequency communication
      • compensation during review
        • this doesn’t help recruitment
    • 10. the funnel is wrong
    • 11. New Model
      • The Funnel
        • institutional perspective
        • push students through stages
        • measure contact
        • student perspective
        • identify and remove barriers
        • measure movement
    • 12. let’s build this new model step by step
    • 13. The Student Perspective
      • 3 milestone decisions:
        • apply or not?
        • complete or not?
        • enroll or not?
    • 14. Prospects
      • +
      the first milestone decision is whether or not to apply until they apply, everyone is a prospect remove inquiry stage segment prospects according to how likely they are to apply
    • 15.  
    • 16. Low Cohort
        • traditional definition of “prospect”
        • plus responders and low inquiries
    • 17. Medium Cohort
        • interested – on possible shortlist
        • population is smaller than you think
    • 18. High Cohort
        • will apply when given the opportunity
        • can be any age, any grade level
    • 19. Laissez-faire Recruitment
        • never push through stages
        • identify and remove obstacles
        • measure transitions
    • 20. Prospect Transitions
      • occur by demonstrating the behaviors characteristic of a higher cohort
    • 21. Prospect Transitions
      • these behaviors are defined entirely by institutions
        • gives schools more power
        • reduces gaming by families
    • 22. Criteria Guidelines
      • Your goal is accuracy
      • Avoid weak criteria
        • compound criteria if necessary
        • consider predictive modeling
        • fight inflation
    • 23. Encourage Exits
      • be as clear as possible
        • I am no longer interested in XYZ College.
      • advantages of controlled exits:
        • gather data on competitors
        • identify recruitment weaknesses
        • improve transition criteria
        • focus responses on High Cohort
    • 24. Applicants
      • focus on incomplete applicants
      • match your external definition
    • 25. Admits
      • the last stage of this model
      • notice anything?
    • 26. 3 Milestone Decisions
        • apply or not
        • complete or not
        • enroll or not
    • 27. New Model Strategies
      • recruit Low-Cohort and Medium-Cohort
      • guide and retain your High Cohort, Incomplete Applicants, and Admits
    • 28. Never Forget
      • we do not control students
      • contact does not equal interest
      • recruit from the student POV
      • inquiries don’t exist ; everyone is a prospect until they apply
      • pushing transitions  inflation
      • never discard, but allow exits
    • 29. Questions?
      • http://blog.enrollment-services.net
    • 30.
        • ignore it
        • protest it
        • hide from it
        • fight it
        • run in the same direction
    • 31. The Box Model http://blog.enrollment-services.net