DAVID VS.         GOLIATHOvercoming Graduate Recruiting Challenges at Small Colleges      Paul Vaccaro, Claudia Pouravelis...
David vs.          GOLIATH• Climate of Graduate Higher Education:      …in the US      …in Massachusetts      …at Small Co...
Impacting Factors on Graduate                Higher Education• Decreasing Undergraduate Enrollment Nationally &  in New En...
Impacting Factors on Graduate             Higher Education                                           “Higher education is ...
The number of MassachusettsUniversities and Colleges Offering    Graduate Programs???...             73!
Regis College Graduate Department2004                           2011• 5 Graduate Degrees; 3        • 14 Graduate Degrees; ...
Regis College Graduate Program                         Growth (by registrations)                4300                4100  ...
Commitment to Customer Service &    Student Centered Approach• Personal Approach to Students ▫ All inquiries receive a per...
Commitment to Customer Service &    Student Centered Approach• Increasing the Ease of Application ▫ GRE waived with „B‟ or...
Attention to Industry Needs              Certificates:                - Health Informatics                - Clinical Resea...
Marketing Graduate Programs             at Small Schools“THE SCHOOL JUST INCREASED PAUL’S ENROLLMENT GOAL BY 30 STUDENTS A...
Marketing Mix: 4 P‟s             • Promotional Mix               ▫ Advertising               ▫ Direct Mail               ▫...
Commitment to a Brand IdentityBRANDING: “The process for identifying thegoods and services of one seller or group ofseller...
Commitment to a Brand Identity  “I THINK OUR BRANDING IS WORKING, JENENE. WE’RE DEFINITELY                STANDING OUT IN ...
Branding vs. Targeted Promotion• TARGETED PROMOTION: Involves breaking a  market into segments and then concentrating  you...
Branding vs. Targeted PromotionRegis College Strategy:             Allocation of Promotional Expenses• Mass media advertis...
Branding vs. Targeted Promotion     BRANDING      TARGETED PROMOTION
Branding Outreach• Advertising                            Allocation of Branding Expenses  ▫ Newspapers      Boston Globe...
Targeted Outreach• Advertising ▫   Newspapers (College, Hospital) ▫   Magazines (discipline-specific) ▫   Internet (specia...
Targeted Outreach (continued)• Personal Selling ▫ On Campus Events      Come to a Class Days      Admitted Student Days ...
Targeted Outreach (continued)• Sales Promotion ▫ Scholarships ▫ Graduate Assistantships• Publicity ▫ Program-specific broc...
Allocation of Targeted ExpensesWith Sales Promotion   Without Sales Promotion
Communications Planning The ABC‟s of Admissions:Always Be Communicating
Contacts RuleInfers that a marketer needs to make an averageof x number of contacts with a prospect in orderto close a sal...
What is “x”?• “The average number of contacts needed to turn a visitor into  a customer is anywhere from 5-8 contacts.”  w...
Contacts RuleInfers that a marketer needs to make an averageof x number of contacts with a prospect in orderto close a sal...
The Benefits of Effective   Communications Sequencing• Cost effectiveness• Creates synergies between marketing and admissi...
Effective Communication Plans                Vary the Message…               Vary the Messenger…                 Vary the ...
Vary the MessageAddresses hot spots in messaging  ▫ Why do students enroll at your institution?  ▫ What do your prospects ...
Vary the MessageCollateral MaterialsWhat can you include in a communications plan? ▫   Admissions-related correspondence ▫...
Vary the MessengerBuilding Credibility Through Your SpokespeopleWho delivers your messages? ▫   Admissions Office ▫   Facu...
Vary the ModeHow should you communicate withprospects?• Direct mail• Email• Telemarketing
Vary the Mode    “The most powerful tool for marketing, the most  powerful tool for branding, the most powerful tool for  ...
Vary the Mode    “The most powerful tool for marketing, the most  powerful tool for branding, the most powerful tool for  ...
Vary the ModeAdvantages of Email:•   Reduced cost for communication!!!•   Increases opportunities for outreach•   Targeted...
Vary the Mode“The most fertile soil Internet marketing lies in that vast land between “yes” and “no”… Getting permission i...
Vary the Mode“WE’RE NOT SPAMMING, JENENE, WE’RE RECRUITING.”
Effective Communication PlansOther important considerations:• Always include a call to action• Personalize, personalize, p...
Effective Communication Plans“We are living in an era of increasing competition for the attention of fragmented audiences,...
Fostering a Institutional Wide    Commitment to Graduate                    Commitment from     Education and Graduate    ...
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NEGAP 2011: David vs. Goliath: Overcoming Graduate Recruiting Challenges at Small Colleges

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Learn more about how a small college worked with limited resources and staff to do more with less and effectively serve a fast-growing, vibrant graduate student population. The session will discuss the recruitment challenges faced by small colleges and how to capitalize on the strengths inherent at smaller institutions, including cultivating customer service and working closely with faculty to offer a personal student experience.

Presented by Paul Vaccaro, Claudia Pouravelis, and Jenene Romanucci from Regis College.

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NEGAP 2011: David vs. Goliath: Overcoming Graduate Recruiting Challenges at Small Colleges

  1. 1. DAVID VS. GOLIATHOvercoming Graduate Recruiting Challenges at Small Colleges Paul Vaccaro, Claudia Pouravelis, Jenene Romanucci Regis College –Weston, MA
  2. 2. David vs. GOLIATH• Climate of Graduate Higher Education: …in the US …in Massachusetts …at Small Colleges• Regis College‟s Challenges• Taking on Goliath: ▫ Customer Service & Personal Student Experience ▫ Meeting the Needs of Industry ▫ Graduate Program Marketing at Small Schools ▫ Fostering a Institutional Wide Commitment to Graduate Education and Graduate Students
  3. 3. Impacting Factors on Graduate Higher Education• Decreasing Undergraduate Enrollment Nationally & in New England ▫ 18-24 year olds graduating in New England peaked in 1998 and decreasing through 2002 (College Board, 2011)• Growth in enrollment lies with graduate education ▫ Over 6 million adult students enrolled in Undergraduate and Graduate Higher Education  more than total student enrollment in 1968
  4. 4. Impacting Factors on Graduate Higher Education “Higher education is a competitive and continually changing market, in which colleges compete for students, faculty, research grants, athletic titles, revenue, rankings, an d prestige…and must take risks to remain competitive with their peers.” “IS IT JUST ME , CLAUDIA, OR IS THE - Newman, Courtier, and ScurryCOMPETITION GETTING MORE FIERCE (2004) THESE DAYS?”
  5. 5. The number of MassachusettsUniversities and Colleges Offering Graduate Programs???... 73!
  6. 6. Regis College Graduate Department2004 2011• 5 Graduate Degrees; 3 • 14 Graduate Degrees; 12 Certificates Certificates• Indistinct graduate • Clear graduate specific programs & ambiguous brand with distinct & marketing message industry focused programs• 200 students • 1000+ students• 2 Staff Members! • 3 Staff members! ▫ (100 students/counselor) ▫ (333+ students/counselor)
  7. 7. Regis College Graduate Program Growth (by registrations) 4300 4100 4072 3900 3775 3700 3574Registrations 3565 3500 3325 3290 3300 3100 3059 2900 2674 2700 2500 2003-2004 2004-2005 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011 Academic Year
  8. 8. Commitment to Customer Service & Student Centered Approach• Personal Approach to Students ▫ All inquiries receive a personalized response, rather than an automated response ▫ Inquiries are immediately connected with a Program Director ▫ All students given a “one-stop shop” approach ▫ Follow up with individuals who have taken time off• Program Specific Assignments ▫ Specific counselor assignments based on program of application with staff cross trained in each program• Know the Applicant Beyond the Application ▫ Each student is interviewed by either an Admission staff member or faculty member, depending on the program
  9. 9. Commitment to Customer Service & Student Centered Approach• Increasing the Ease of Application ▫ GRE waived with „B‟ or better in first two classes ▫ Application fee waiver for Information Session attendees• Two Course Option ▫ Allows students to “test” classes prior to committing to most programs, as well as waive the GRE• Applicant/Student Networking opportunities ▫ „Come to Class‟ events allow applicants to sit in on a Regis course – no cost marketing! ▫ Program specific networking events with prospects, current students, alumni, and faculty
  10. 10. Attention to Industry Needs Certificates: - Health Informatics - Clinical Research Management - Gerontology - Integrative Health Degrees: - Part-time BS in Nursing - MS in Biomedical Sciences - MS in Health Administration Program specific recruitment events: - Program specific info sessions - Come to Class Events - Sponsoring/exhibiting at program specific conferences/events
  11. 11. Marketing Graduate Programs at Small Schools“THE SCHOOL JUST INCREASED PAUL’S ENROLLMENT GOAL BY 30 STUDENTS AND DECREASED HIS BUDGET BY 10%.”
  12. 12. Marketing Mix: 4 P‟s • Promotional Mix ▫ Advertising ▫ Direct Mail ▫ Personal Selling ▫ Sales Promotion ▫ Publicity
  13. 13. Commitment to a Brand IdentityBRANDING: “The process for identifying thegoods and services of one seller or group ofsellers that differentiate them from those of othersellers.” - American Marketing Association▫ What is your niche?▫ Do you have buy-in from the institution?▫ Understanding of achieving a broader reach, through the use of mass media in messaging
  14. 14. Commitment to a Brand Identity “I THINK OUR BRANDING IS WORKING, JENENE. WE’RE DEFINITELY STANDING OUT IN A CROWD NOW..”
  15. 15. Branding vs. Targeted Promotion• TARGETED PROMOTION: Involves breaking a market into segments and then concentrating your efforts on one or a few of those segments. ▫ What are you specifically promoting? ▫ Selected Reach ▫ Employs very targeted mediums in messaging
  16. 16. Branding vs. Targeted PromotionRegis College Strategy: Allocation of Promotional Expenses• Mass media advertising is primarily used to promote Targeted brand awareness in the Promotion 53% Brand marketplace. Promotion 47%• Targeted promotional activities are used to increase interest and enrollment for specific programs.
  17. 17. Branding vs. Targeted Promotion BRANDING TARGETED PROMOTION
  18. 18. Branding Outreach• Advertising Allocation of Branding Expenses ▫ Newspapers  Boston Globe, CNC Direct Mail 8% ▫ Internet  Boston.com. Wickedlocal.com ▫ Radio ▫ Billboard ▫ Transit Advertising 92%• Direct Mail (Boston Globe, CNC)
  19. 19. Targeted Outreach• Advertising ▫ Newspapers (College, Hospital) ▫ Magazines (discipline-specific) ▫ Internet (specialized sites) ▫ Social Media (Facebook, LinkedIn, Twitter)• Direct Mail ▫ GRE Search ▫ List buys ▫ CareerBuilder.com ▫ E-newsletters
  20. 20. Targeted Outreach (continued)• Personal Selling ▫ On Campus Events  Come to a Class Days  Admitted Student Days  Alumni & Prospect Networking Nights  Program-specific Information Sessions ▫ Graduate School Fairs/Events/Visits ▫ Articulation Agreements/Partnerships
  21. 21. Targeted Outreach (continued)• Sales Promotion ▫ Scholarships ▫ Graduate Assistantships• Publicity ▫ Program-specific brochures ▫ Communications Planning
  22. 22. Allocation of Targeted ExpensesWith Sales Promotion Without Sales Promotion
  23. 23. Communications Planning The ABC‟s of Admissions:Always Be Communicating
  24. 24. Contacts RuleInfers that a marketer needs to make an averageof x number of contacts with a prospect in orderto close a sale.The complexity of a product or service and theamount of investment and financing necessaryby the prospect can influence purchase decisionsand therefore the number of contacts.Source: IBC Marketing Group
  25. 25. What is “x”?• “The average number of contacts needed to turn a visitor into a customer is anywhere from 5-8 contacts.” www.affiliateniche.com• “It takes an average of 7 follow-up contacts to close a sale.” www.marketingaction.com• 48.2% of all inquires turn into sales for a product or service inquired about. But that doesn‟t mean the inquirer will buy from you.• 81% of sales occur after the fifth contact with a prospect.• 90% of all salespeople give up after the fourth contact. Jody Hornor, Power Marketing Without Money
  26. 26. Contacts RuleInfers that a marketer needs to make an averageof x number of contacts with a prospect in orderto close a sale.The complexity of a product or service and theamount of investment and financing necessaryby the prospect can influence purchase decisionsand therefore the number of contacts.Source: IBC Marketing Group
  27. 27. The Benefits of Effective Communications Sequencing• Cost effectiveness• Creates synergies between marketing and admission functions• Contribution to branding• Allows for personalization to mass audiences• Opportunity to tell your story• Impact on yield
  28. 28. Effective Communication Plans Vary the Message… Vary the Messenger… Vary the Mode… Avoid the “bomb” mailing Tell your story through a steady stream of communication
  29. 29. Vary the MessageAddresses hot spots in messaging ▫ Why do students enroll at your institution? ▫ What do your prospects want to know about?Student Considerations: FACTOR FULL-TIME PART-TIME Program/Curriculum Essential Very Important Prestige Very Important Less Important Faculty Very Important Important Location/Convenience Important Essential Cost/Financial Aid Important Essential Placement Important Not ImportantSource: NAGAP
  30. 30. Vary the MessageCollateral MaterialsWhat can you include in a communications plan? ▫ Admissions-related correspondence ▫ Admissions-related publications ▫ College publications ▫ Electronic publications ▫ Public relations hits ▫ Post cards ▫ College web site
  31. 31. Vary the MessengerBuilding Credibility Through Your SpokespeopleWho delivers your messages? ▫ Admissions Office ▫ Faculty ▫ College leaders ▫ Career Services Office ▫ Financial Aid Office ▫ Current students ▫ Alumni
  32. 32. Vary the ModeHow should you communicate withprospects?• Direct mail• Email• Telemarketing
  33. 33. Vary the Mode “The most powerful tool for marketing, the most powerful tool for branding, the most powerful tool for direct response and the most powerful tool for building customer relationships turns out to be plain old, ordinary ____.”Email Marketing by Jim Sternee & Anthony Priori
  34. 34. Vary the Mode “The most powerful tool for marketing, the most powerful tool for branding, the most powerful tool for direct response and the most powerful tool for building customer relationships turns out to be plain old, ordinary email.”Email Marketing by Jim Sternee & Anthony Priori
  35. 35. Vary the ModeAdvantages of Email:• Reduced cost for communication!!!• Increases opportunities for outreach• Targeted & very personal• Allows for more timely, focused messaging• Drives students to web site• Adjust strategy on the fly• Compliments traditional publicationsDisadvantages of Email:• Easy to delete• Only as good as your email database• Spam
  36. 36. Vary the Mode“The most fertile soil Internet marketing lies in that vast land between “yes” and “no”… Getting permission is getting them to say „maybe.‟ ”Jerry Shereshewsky, Direct-yahoo
  37. 37. Vary the Mode“WE’RE NOT SPAMMING, JENENE, WE’RE RECRUITING.”
  38. 38. Effective Communication PlansOther important considerations:• Always include a call to action• Personalize, personalize, personalize!• Present benefits that distinguish you against 2-3 of your competitors• Allow for prospects to re-qualify interest• Don‟t stop communicating after the application is received• Include P.S. notes, where possible
  39. 39. Effective Communication Plans“We are living in an era of increasing competition for the attention of fragmented audiences, and leaving communications to chance is an unaffordable risk. The lack of a thoughtfully constructed communications plan is, in this era, an unaffordable omission. Done well, the payoffs far exceed the costs.”Phyllis Larsen & Margaret LauremanUniversity of Nebraska-LincolnManaging an Integrated Marketing Communications Process
  40. 40. Fostering a Institutional Wide Commitment to Graduate Commitment from Education and Graduate the Top! Students Dr. Antoinette Hays, President July 1, 2011• New student checklist sent to all first time Graduate Students• Coffee hours during weekend courses• Food and beverage options geared towards Graduate Students• Orientations with each new semester• Wine and Cheese with the President
  41. 41. David – 7, Goliath - 0

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