Recruitment Marketing: Bridging the Gap Between Awareness & Commitment

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Colleges and Universities do a great job of creating awareness around their brands. They also do a great job of closing prospective students who are interested school into new students. The one problem with this is that there are three main stages in the Recruitment funnel for new students and this area is something that schools don't do exceptionally well. We're talking about the Converting and Engaging stage fo the recruitment funnel. In this webinar we will focus on the steps and processes critical to this middle stage that bridges the gap of potential students being aware of your brand and actually becoming students. What is involved, how do you accomplish it and ultimately how can you measure success.

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Recruitment Marketing: Bridging the Gap Between Awareness & Commitment

  1. 1. Recruitment Marketing Bridging the Gap Between Awareness and Commitment Kyle James @KyleJames CEO @nuCloud Founder @eduGuru
  2. 2. Who has a Degree in Marketing?
  3. 3. Who Am I?
  4. 4. Traditional Marketing Not Enough http://bit.ly/SHJ2Px
  5. 5. Marketing Has Changed 1950 - 2000 2000 - 2050
  6. 6. Outbound Marketing
  7. 7. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
  8. 8. Inbound Marketing Blog SEO Social Media Analytics
  9. 9. Inbound Marketing Process
  10. 10. What is Important?
  11. 11. What are our goals?
  12. 12. Biggest Content Challenge?
  13. 13. Create and Manage Promote Track and Measure Content Marketing Strategy
  14. 14. Inbound vs Content
  15. 15. They are Basically the Same
  16. 16. RECRUITMENT FUNNEL
  17. 17. What is the purpose of our website?
  18. 18. At most schools 50%+ of annual revenue comes through tuition
  19. 19. Follow The Money!
  20. 20. • Give Us Money! • But How? • Applicants • Schedule a Visit • Download Catalog • Get on Mailing List • Alumni Donations
  21. 21. Marketing Funnel Sales Funnel Marketing Process
  22. 22. Recruitment Funnel Awareness Visit Website Learn about School Convert/Engage Request Info Visit Campus Commit Apply Attend
  23. 23. Recruitment Funnel Awareness Visit Website Learn about School Convert/Engage Request Info Visit Campus Commit Apply Attend
  24. 24. Let’s give a specific example The Virtual Tour
  25. 25. Physical Campus Tour Is Critical Data from Noel-Levitz – www.noellevitz.com
  26. 26. Vital to Recruitment
  27. 27. ROI Analysis Build a Business Case
  28. 28. Establishing ROI If we can work backwards from the value of a student we can establish the value of an Interactive Campus Map. *All numbers are created as examples
  29. 29. You can use this same process to decide the value of doing any web project
  30. 30. Let’s Do Some Math
  31. 31. What is the value of a Student? • Average Years = 3 • Cost Per Year = $20,000 • Average Yearly Discount = $10,000 • Student Value = 3 * ($20,000 - $10,000) • So a Student is worth $30,000!
  32. 32. What is the value of an Applicant? • Student Value = $30,000 • Conversion Rate in Applicant = 20% • App Value = $30,000 * .2 • So an Applicant is worth $6,000!
  33. 33. Value Of Campus Tour?
  34. 34. What is a Campus Visit Worth? • Application Value = $6,000 • Conversion Rate of Visits to Applicant = 20% • Value of Visit = $6,000 * .2 • So Each Student Visit is Worth $1,200!
  35. 35. What is a Virtual Tour Visit Worth? • Visit Value = $1,200 • Conversion of Map to Visit = 5% • Value of a Map View = $1,200 * .05 • So Each Map View is Worth $60!
  36. 36. Do You Think 1,000 People Would View Your Map In A Month?
  37. 37. Then Having A Map Is Worth $60,000! Per Month!
  38. 38. You can now justify this project
  39. 39. ROI Spreadsheet http://bit.ly/map-roi
  40. 40. Let’s take a step back
  41. 41. You can use this same process to decide the value of doing any web project
  42. 42. Your website connects Awareness to Commitment
  43. 43. Possible Important Items Admission Specific  Apply to College  Schedule a Campus Visit  Request Info  Download the Viewbook  Take a Virtual Tour General Goals  Sign up for email updates  Watch Videos  Subscribe to Content  Like on Facebook  Follow on Twitter  Read Blogs 43
  44. 44. Return on Investment ROI is how you measure web investment ideas!
  45. 45. Why Do 70% Not Do This? http://bit.ly/SHJ2Px
  46. 46. Fully Understanding Convert/Engage Awareness Visit Website Learn about School Convert/Engage Request Info Visit Campus Commit Apply Attend
  47. 47. The Conversion Process 47 • If we aren’t getting people to convert on our traffic then what does a thousand or a million visitors to our site matter?
  48. 48. How Do You Convert? • Conversions require Landing Pages • A Landing Page is a Page with a Form on it.
  49. 49. Three Steps of a Conversion Process 1. The Call to Action 2. The Landing Page 3. The Follow-Up
  50. 50. The Call to Action • Are your offers compelling? • Call to action best practices – Create urgency – Include an image – Contrasting colors – Be specific/inspirational
  51. 51. Example On a College Site
  52. 52. Example On a College Site
  53. 53. Example On a College Site
  54. 54. Testing Call To Actions
  55. 55. The Landing Page http://www.southtexascollege.edu/welcome/
  56. 56. The Landing Page
  57. 57. The Landing Page • Keep it simple – Little to no navigation or other links • People scan, don’t read – Bullet points – Pictures – Bold copy – Five second rule • Make it instantly obvious what they will get • Shorter the form the higher the conversion rate • Possible alternative call to actions
  58. 58. The Follow-Up • Thank you page • Auto response email • Additional (social) channels to connect • Opportunities for further engagement – Lead Nurturing – Email Marketing – Phone Calls – Snail Mail
  59. 59. Thank You Page Examples
  60. 60. Thank You Page Examples
  61. 61. Awareness (aka Getting Found)
  62. 62. Built In Awareness
  63. 63. Built In Awareness
  64. 64. If people can’t find it, does it matter?
  65. 65. Search Engine Optimization Over 3 billion searches per day!
  66. 66. SEO is Usability and Accessibility
  67. 67. Publish Content Worth Sharing
  68. 68. Always Share Your Content
  69. 69. Always Be Ready To Give
  70. 70. Make Your Content Easy To Share
  71. 71. Don’t Forget Your Purpose Tie Social Media To Conversions
  72. 72. Recapping (Funnel and Process) Awareness Visit Website Learn about School Convert/Engage Request Info Visit Campus Commit Apply Attend
  73. 73. Quickly About Commitment Awareness Visit Website Learn about School Convert/Engage Request Info Visit Campus Commit Apply Attend
  74. 74. Quickly About Analytics
  75. 75. ANALYZE Discover or reveal (something) through examination
  76. 76. If a tree falls in a forest does it make a sound?
  77. 77. Avoid Paralysis by Analysis • Are we accomplishing our goals? • Don’t try and measure everything • Focus on a few (3-5 and it should includes inquires/leads) metrics instead of everything
  78. 78. Does More Visitors Matter?
  79. 79. Does More Time On Site Matter?
  80. 80. Is More Pages/Visit A Good Thing?
  81. 81. Traffic Increase Without Increasing Conversions Is Wasted Work
  82. 82. Does More Visitors Matter?
  83. 83. Are Certain Types of Traffic Better?
  84. 84. Data Example – This Webinar
  85. 85. Conversions Matter! It doesn’t matter if you get a thousand visitors a month or a million if none of them are actually converting into applicants/students!
  86. 86. The One Takeaway
  87. 87. Your Whole Web Strategy Fails Without Conversions
  88. 88. Questions? Kyle James @KyleJames kyle@nucloud.com

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