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

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

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

  • The Funnel Has Failed: Introducing a new model for college enrollment
  • everything popular is wrong - Oscar Wilde
  •  
  • The Enrollment Funnel
  • Funnel Problems
    • Encourages Short-Term Approach
      • inflates and dilutes cohorts
      • stifles innovation
      • harms institutional goals
    • Encourages Push
      • search campaigns
      • recruitment gaps
      • useless cohorts
  • Why the Funnel Fails
      • real and virtual networks
      • family and friends
      • “ impartial” third parties
    Predicated on 2 false beliefs: #1: We Control Information
  • 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
  • Until They Apply Everyone is a Prospect
  • Adapting to Failure
    • outside “expertise”
      • branding
      • predictive purchasing
      • new media approaches
      • high frequency communication
    • compensation during review
      • this doesn’t help recruitment
  • the funnel is wrong
  • New Model
    • The Funnel
      • institutional perspective
      • push students through stages
      • measure contact
      • student perspective
      • identify and remove barriers
      • measure movement
  • let’s build this new model step by step
  • The Student Perspective
    • 3 milestone decisions:
      • apply or not?
      • complete or not?
      • enroll or not?
  • 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
  •  
  • Low Cohort
      • traditional definition of “prospect”
      • plus responders and low inquiries
  • Medium Cohort
      • interested – on possible shortlist
      • population is smaller than you think
  • High Cohort
      • will apply when given the opportunity
      • can be any age, any grade level
  • Laissez-faire Recruitment
      • never push through stages
      • identify and remove obstacles
      • measure transitions
  • Prospect Transitions
    • occur by demonstrating the behaviors characteristic of a higher cohort
  • Prospect Transitions
    • these behaviors are defined entirely by institutions
      • gives schools more power
      • reduces gaming by families
  • Criteria Guidelines
    • Your goal is accuracy
    • Avoid weak criteria
      • compound criteria if necessary
      • consider predictive modeling
      • fight inflation
  • 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
  • Applicants
    • focus on incomplete applicants
    • match your external definition
  • Admits
    • the last stage of this model
    • notice anything?
  • 3 Milestone Decisions
      • apply or not
      • complete or not
      • enroll or not
  • New Model Strategies
    • recruit Low-Cohort and Medium-Cohort
    • guide and retain your High Cohort, Incomplete Applicants, and Admits
  • 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
  • Questions?
    • http://blog.enrollment-services.net
      • ignore it
      • protest it
      • hide from it
      • fight it
      • run in the same direction
  • The Box Model http://blog.enrollment-services.net