Leveraging the Power of Personalization for Higher-Education Recruitment Keith R. Bax Vice-President, Marketing and Busine...
Challenges of Higher Education Recruitment <ul><li>Competition for best students is intense </li></ul><ul><li>The internet...
Why Mass Marketing Doesn’t Work Anymore <ul><li>ROI for traditional direct mail is less favorable today </li></ul><ul><li>...
Traditional Mass Marketing is Just a Numbers Game… PSAT Sophomores & Juniors + ACTPLAN  + NRCCUA + CBSS  ~88,000 prospects...
What About Social Networking? <ul><li>Social networking is relatively new, and unproven </li></ul><ul><li>Fickle nature of...
For-Profit University Recruitment Trends <ul><li>For-profit higher education has grown explosively in  the past ten years ...
Walden University Example <ul><li>Walden University is a leading FPI, founded in 1971 </li></ul><ul><li>Walden University ...
Walden University Solution Workflow Rule-based personalized printing process (XMPie) Step 1 Prospect visits Waldenu.edu St...
Description of Walden Booklet Front Cover Back Cover <ul><li>Booklet is 16 pages, self-cover, 11 x 8.5 landscape </li></ul...
Benefits of Booklet Solution <ul><li>Delivers a personalized, high-impact, high-value  communication to prospects and pare...
For More Information… <ul><li>For questions, or to schedule an appointment, please contact: </li></ul><ul><li>Keith R. Bax...
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Admissions Application RDI

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Admissions Application RDI

  1. 1. Leveraging the Power of Personalization for Higher-Education Recruitment Keith R. Bax Vice-President, Marketing and Business Development Research Data, Incorporated
  2. 2. Challenges of Higher Education Recruitment <ul><li>Competition for best students is intense </li></ul><ul><li>The internet has “leveled the playing field” among institutions – all schools have greater reach today </li></ul><ul><li>Current economic conditions have narrowed the pool of potential students </li></ul><ul><li>Difficulty of engaging prospects in a “personalized” manner </li></ul><ul><li>“ Face-to-face” recruiting is expensive and time consuming </li></ul><ul><li>Traditional mass marketing methods becoming less effective, provide little differentiation </li></ul>
  3. 3. Why Mass Marketing Doesn’t Work Anymore <ul><li>ROI for traditional direct mail is less favorable today </li></ul><ul><li>Majority of today’s prospects are online; yet most online communications are impersonal, and conversations with prospects are one-way </li></ul><ul><li>Institutions’ websites are the primary conduit of prospect research </li></ul><ul><li>Differentiation is difficult – how do we make our direct marketing stand out? </li></ul><ul><li>E-Mail is part of electronic clutter, and is easy to ignore and delete </li></ul><ul><li>Difficult to engage both prospects and their parents using the same communication channel </li></ul>
  4. 4. Traditional Mass Marketing is Just a Numbers Game… PSAT Sophomores & Juniors + ACTPLAN + NRCCUA + CBSS ~88,000 prospects contacted 1 408 Enrollments from 88,000 prospects = < .5% success rate  12,283 2,507 2,030 1. Example from private regional university
  5. 5. What About Social Networking? <ul><li>Social networking is relatively new, and unproven </li></ul><ul><li>Fickle nature of young people – i.e. the recent decline in popularity of MySpace vs. Facebook </li></ul><ul><li>What will be the next Facebook or Twitter? </li></ul><ul><li>Social networking tends to not engage parents </li></ul><ul><li>Social networking effectiveness is difficult to measure and quantify </li></ul><ul><li>Like other mass marketing channels, social networking tends to be impersonal </li></ul><ul><li>Social Networking compliments other communication channels but doesn’t replace them </li></ul>
  6. 6. For-Profit University Recruitment Trends <ul><li>For-profit higher education has grown explosively in the past ten years </li></ul><ul><li>Nearly 10% of all college students are enrolled at “For-Profit Institutions” (“FPI’s”) 2 </li></ul><ul><li>Mainstream acceptance of FPI’s has increased and continues to grow </li></ul><ul><li>Many larger FPI’s are regionally accredited </li></ul><ul><li>FPI’s tend to be entrepreneurial, forward-thinking </li></ul><ul><li>FPI’s have leveraged the internet in nearly every facet of their business </li></ul><ul><li>2. Wall Street Journal, 2005 </li></ul>
  7. 7. Walden University Example <ul><li>Walden University is a leading FPI, founded in 1971 </li></ul><ul><li>Walden University is owned by Laureate Education, Inc. based in Baltimore, Maryland </li></ul><ul><li>Walden was looking for an engagement channel that complimented their online model </li></ul><ul><li>Their goal was to create a “personalized” marketing piece that communicates the benefits of a Walden University education </li></ul><ul><li>Walden believed that a combination of online and print messaging yielded best results </li></ul><ul><li>Personal information for the piece was captured via an online form on the Walden website </li></ul>
  8. 8. Walden University Solution Workflow Rule-based personalized printing process (XMPie) Step 1 Prospect visits Waldenu.edu Step 2 Personal and academic information is collected online Personalized booklets are stapled, trimmed, and mailed directly to Prospects Step 3 Step 4 Personalized booklets are printed on state-of-the-art digital press Step 5 Collected data is processed for personalized printing
  9. 9. Description of Walden Booklet Front Cover Back Cover <ul><li>Booklet is 16 pages, self-cover, 11 x 8.5 landscape </li></ul><ul><li>Booklet mails in a custom, full-window envelope </li></ul><ul><li>Personalized copy and images throughout </li></ul>
  10. 10. Benefits of Booklet Solution <ul><li>Delivers a personalized, high-impact, high-value communication to prospects and parents </li></ul><ul><li>Differentiates your institution from the competition </li></ul><ul><li>Prospects are pre-qualified; they are interested and engaged via website visit and request form </li></ul><ul><li>Integrates the best of direct marketing and the web </li></ul><ul><li>IT infrastructure for solution already in place; this application is up and running today! </li></ul><ul><li>All we need is your data and content ideas; we do all the rest </li></ul><ul><li>Print is still a highly relevant communication and recruitment channel </li></ul>
  11. 11. For More Information… <ul><li>For questions, or to schedule an appointment, please contact: </li></ul><ul><li>Keith R. Bax </li></ul><ul><li>Vice President </li></ul><ul><li>Research Data, Inc. </li></ul><ul><li>(804) 643-3468 x-227 </li></ul><ul><li>[email_address] </li></ul>

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