Understanding Your   Marketing Funnel        Kyle James      @KyleJames    CEO @nuCloudFounder @eduGuru
What isImportant?
What are our  goals?
At most schools 50%+ of annual revenue comes    through tuition
Follow The Money!
• Give Us Money!• But How?•   Applicants          • Alumni Donations•   Schedule a Visit•   Download Catalog•   Get on Mai...
Marketing ProcessMarketing Funnel    Sales Funnel
Recruitment Funnel     Awareness      Visit Website   Learn about School    Convert/Engage      Request Info      Visit Ca...
Let’s give a specific example      The Virtual Tour
Physical Campus Tour Is CriticalData from Noel-Levitz – www.noellevitz.com
Vital toRecruitment
ROI AnalysisBuild a Business Case
Establishing ROI  If we can work backwards from thevalue of a student we can establish the value of an Interactive Campus ...
Let’s Do Some Math
What is the value of a Student?• Average Years = 3• Cost Per Year = $20,000• Average Yearly Discount = $10,000• Student Va...
What is the value of an Applicant?• Student Value = $30,000• Conversion Rate in Applicant = 20%• App Value = $30,000 * .2•...
Value Of Campus Tour?
What is a Campus Visit Worth?• Application Value = $6,000• Conversion Rate of Visits to Applicant = 20%• Value of Visit = ...
What is a Virtual Tour Visit Worth?• Visit Value = $1,200• Conversion of Map to Visit = 5%• Value of a Map View = $1,200 *...
Do You Think 1,000People Would View Your   Map In A Month?
Then Having A Map Is  Worth $60,000!    Per Month!
You can now justify    this project
ROI Spreadsheethttp://bit.ly/map-roi
Let’s take a step back
You can use this sameprocess to decide the value of doing any web project
Possible Important ItemsAdmission Specific          General Goals• Apply to College          • Sign up for eConnect• Sched...
The One Takeaway
This Only Works If   You Convert
Questions?                   Kyle James                  @KyleJames             kyle@nucloud.com
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Understanding Your Marketing Funnel - Higher Education Marketing

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Understanding a higher education marketing funnel is critical to web marketing success.

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  • So what is important to me? What should I be tracking?Admission SpecificApply to CollegeSchedule a Campus VisitRequest InfoDownload the ViewbookTake a Virtual TourGeneral GoalsSign up for eConnect updatesWatch VideosSubscribe to RSSBecome Facebook Fan, Member of a GroupJoin Linked InRead Blogs
  • Photo Credit - http://www.flickr.com/photos/tracy_olson/61056391/
  • We have heard for years that the physical campus tour is the single most important element in the recruitment process and now we have the data to back that up.https://www.noellevitz.com/papers-research-higher-education/2012/e-expectations-college-student-conversations
  • http://www.flickr.com/photos/nathanbaker/479278585/The real value of a Campus Tour is it’s ability to get individuals to want to apply to your school. It can be one of the single most influential things in the decision process for a prospective student. So how much is it worth and how do we get prospective students to want to apply to our school?
  • http://www.flickr.com/photos/9190330@N06/5810163712/
  • Understanding Your Marketing Funnel - Higher Education Marketing

    1. 1. Understanding Your Marketing Funnel Kyle James @KyleJames CEO @nuCloudFounder @eduGuru
    2. 2. What isImportant?
    3. 3. What are our goals?
    4. 4. At most schools 50%+ of annual revenue comes through tuition
    5. 5. Follow The Money!
    6. 6. • Give Us Money!• But How?• Applicants • Alumni Donations• Schedule a Visit• Download Catalog• Get on Mailing List
    7. 7. Marketing ProcessMarketing Funnel Sales Funnel
    8. 8. Recruitment Funnel Awareness Visit Website Learn about School Convert/Engage Request Info Visit Campus Commit Apply Attend
    9. 9. Let’s give a specific example The Virtual Tour
    10. 10. Physical Campus Tour Is CriticalData from Noel-Levitz – www.noellevitz.com
    11. 11. Vital toRecruitment
    12. 12. ROI AnalysisBuild a Business Case
    13. 13. Establishing ROI If we can work backwards from thevalue of a student we can establish the value of an Interactive Campus Map. *All numbers are created as examples
    14. 14. Let’s Do Some Math
    15. 15. 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!
    16. 16. 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!
    17. 17. Value Of Campus Tour?
    18. 18. 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!
    19. 19. 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!
    20. 20. Do You Think 1,000People Would View Your Map In A Month?
    21. 21. Then Having A Map Is Worth $60,000! Per Month!
    22. 22. You can now justify this project
    23. 23. ROI Spreadsheethttp://bit.ly/map-roi
    24. 24. Let’s take a step back
    25. 25. You can use this sameprocess to decide the value of doing any web project
    26. 26. Possible Important ItemsAdmission Specific General Goals• Apply to College • Sign up for eConnect• Schedule a Campus Visit updates• Request Info • Watch Videos• Download the • Subscribe to RSS Viewbook • Become Facebook Fan,• Take a Virtual Tour Member of a Group • Join Linked In • Read Blogs26
    27. 27. The One Takeaway
    28. 28. This Only Works If You Convert
    29. 29. Questions? Kyle James @KyleJames kyle@nucloud.com
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