The Funnel Has Failed: Introducing a new model for college enrollment
everything popular is wrong - Oscar Wilde
 
The Enrollment Funnel
Funnel Problems <ul><li>Encourages Short-Term Approach </li></ul><ul><ul><li>inflates and dilutes cohorts </li></ul></ul><...
Why the Funnel Fails <ul><ul><li>real and virtual networks </li></ul></ul><ul><ul><li>family and friends </li></ul></ul><u...
Why the Funnel Fails Predicated on 2 false beliefs: <ul><ul><li>can be inaccurate and harmful </li></ul></ul><ul><ul><ul><...
Until They Apply Everyone is a Prospect
Adapting to Failure <ul><li>outside “expertise” </li></ul><ul><ul><li>branding </li></ul></ul><ul><ul><li>predictive purch...
the funnel is  wrong
New Model <ul><li>The Funnel </li></ul><ul><ul><li>institutional perspective </li></ul></ul><ul><ul><li>push students thro...
let’s build this  new model  step by step
The Student Perspective <ul><li>3 milestone decisions: </li></ul><ul><ul><li>apply or not? </li></ul></ul><ul><ul><li>comp...
Prospects <ul><li>+ </li></ul>the first milestone decision is whether or not to apply until they apply, everyone is a pros...
 
Low Cohort <ul><ul><li>traditional definition of “prospect” </li></ul></ul><ul><ul><li>plus  responders and low inquiries ...
Medium Cohort <ul><ul><li>interested – on possible shortlist </li></ul></ul><ul><ul><li>population is smaller than you thi...
High Cohort <ul><ul><li>will apply when given the opportunity </li></ul></ul><ul><ul><li>can be any age, any grade level <...
Laissez-faire Recruitment <ul><ul><li>never push through stages </li></ul></ul><ul><ul><li>identify and remove obstacles <...
Prospect Transitions <ul><li>occur by demonstrating the  behaviors  characteristic of a higher cohort </li></ul>
Prospect Transitions <ul><li>these  behaviors  are defined entirely by institutions </li></ul><ul><ul><li>gives schools mo...
Criteria Guidelines <ul><li>Your goal is accuracy  </li></ul><ul><li>Avoid weak criteria </li></ul><ul><ul><li>compound cr...
Encourage Exits <ul><li>be as clear as possible </li></ul><ul><ul><li>I am no longer interested in  XYZ College. </li></ul...
Applicants <ul><li>focus on  incomplete  applicants </li></ul><ul><li>match your external definition </li></ul>
Admits <ul><li>the  last  stage of this model </li></ul><ul><li>notice anything? </li></ul>
3 Milestone Decisions <ul><ul><li>apply or not </li></ul></ul><ul><ul><li>complete or not </li></ul></ul><ul><ul><li>enrol...
New Model Strategies <ul><li>recruit  Low-Cohort and Medium-Cohort </li></ul><ul><li>guide and retain  your High Cohort, I...
Never Forget <ul><li>we  do not  control students </li></ul><ul><li>contact  does not equal  interest </li></ul><ul><li>re...
Questions? <ul><li>http://blog.enrollment-services.net </li></ul>
<ul><ul><li>ignore it </li></ul></ul><ul><ul><li>protest it </li></ul></ul><ul><ul><li>hide from it </li></ul></ul><ul><ul...
The Box Model http://blog.enrollment-services.net
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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: Building a new model
1/3: Using the new model

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

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

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