A10 Best Practices For Non-Traditional Student Recruitment
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A10 Best Practices For Non-Traditional Student Recruitment



10 Best Practices For Non-Traditional Student Recruitment - A Guide For Post-Secondary Schools Competing For Non-Traditional Students. Presented by Greenwood & Hall at AACRAO SEM XIX 11/10/09 ...

10 Best Practices For Non-Traditional Student Recruitment - A Guide For Post-Secondary Schools Competing For Non-Traditional Students. Presented by Greenwood & Hall at AACRAO SEM XIX 11/10/09 in Dallas, TX.



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  • Between now and 2016, the number of adult learners is projected to increase by 18%. Online enrollment growth has more than doubled from 1.6 Million students in 2002 to almost 4 Million in 2007. 2)      In recent years, the online enrollment growth rate has exceeded 12% versus the 1.2% rate of growth overall for higher education.   The fastest growing demographic group in the next decade will be those ages 25-44. On the other hand, 18-24 year olds as a group will remain stagnant with only 0.3% growth. Their has bee

A10 Best Practices For Non-Traditional Student Recruitment A10 Best Practices For Non-Traditional Student Recruitment Presentation Transcript

  • 10 Best Practices For Non-Traditional Student Recruitment Brad Johnson Art Stenmo Eran Goren A Guide For Post-Secondary Schools Competing For Non-Traditional Students
  • Current Landscape
    • Rapid growth of non-traditional student programs the last 20 years.
      • Online enrollments more than doubled from 1.4 million to over 4 million from 2002-2007
      • 10 million enrollments today
    • Significant increase in the number of competing institutions. Public, for profit & not-for-profit.
    • Schools struggling to compete against multi-national corporate education programs.
  • Key Differences Between Online & Traditional Students
    • Limited Brand Loyalty, Often Having Only Passive Interest
    • Difficult To Reach
    • Generally Ambivalent
    • Heavily Targeted Over Brief Period of Time
    • Often Influenced By Contact Strategy Versus Institutional Reputation
    • Generally Requires Coaching & Motivation
    • Obstacles
  • 1) Strong Marketing Plan
    • Interactive
      • Media Planning & Buying
      • Search Engine Optimization (SEO)
      • Search Engine Marketing (SEM)
      • Social Media
      • Mobile Marketing
    • Traditional
      • Television & Radio, Print, Direct Mail
    • Direct Recruitment
      • Military & Corporate Sales
  • Planning
    • Make sure the leads you will receive are consistent with your programs and admissions requirements.
    • Many prospective students will inquire with 2-3 schools.
    • Be prepared to speak to prospective students after-hours.
    • Have a CRM tracking system in place so you can effectively track each lead and the effectiveness of each source.
    • Be ready to “sell” your institution and differentiate your programs.
    • Many prospects will need to be contacted multiple times via phone and email.
  • 2) Response Plan
    • Responding within 5 minutes of inquiry via phone and email increases enrollments by nearly 300%.
    • Guide the process
    • Follow-up when you say you will
    • Utilize email communications and other technologies
    • Improve job satisfaction and admission staff retention
  • 3) Pre-Application Sales Process
      • Qualify the prospect.
      • Build a rapport with each prospective student.
        • Understand The “Why” Factor
        • Connect The “Why” With Your Institution
      • Present your school & program.
      • Motivate prospect to apply.
  • 4) Post-Application Sales Process
    • The sales process is not over just because a prospect has applied.
    • Streamline admission process.
    • Award financial aid quickly.
    • Drive admits to enrolled. Enrolled to start.
      • A prospect is not a student until after the drop period!
  • Recruitment Steps
    • Prospect Qualification & On-Going Development
    • Recruitment - Presentations that highlight the features, benefits & outcomes of the educational experience
    • Assist students with completing the online application
    • Financial Aid Advising – How To Apply
    • Conduct Application Follow-Ups
    • Call to Congratulate Students on Admission to the University
    • Advise students on course selection
    • Register students for first term courses
    • Other counseling and advising as needed (Books, Payment Plans)
    • Assist with orientation, ensuring readiness for class, and login
    • Reminder Call to students prior to the start of the term
    • No Show Call to students who have not logged in after the start of the term
    • Welcome Call to Enrolled Students (2 weeks after start of the term)
  • 5) Retention Steps
    • Single Point-of-Contact For Student
    • Provide Academic Support & Encourages Persistence
    • Proactively Checks In With All Students & Monitors Progress
    • Assists with Term-To-Term Registration & Course Selection
    • Ensures That Students Register and are “Administratively Ready for Class”
      • All Financial Aid Documents Submitted
      • Degree Audit/Transfer Evaluations
      • Books Ordered
      • Payment Arrangements Made
      • Student Logs-In To Class
    • Seamless Integration With Institutional Academic Advisors, Faculty & FA
  • 6) Use Technology
    • Increase efficiencies by over 45%.
    • Increase conversion rates by almost 60%.
    • Minimum technologies required:
        • Lead/customer relationship management software.
        • ACD phone system with multi-line phones & headsets.
        • Email marketing software.
        • Tracking system.
    • To generate larger volume:
        • Predictive dialing system.
        • Advanced contact center phone system & reporting.
        • Integrated ACD.
        • Professional CRM/LMS with phone system integration.
        • Automated tracking system.
        • Sales management systems.
        • Dedicated IT resources.
  • 7) The Right Resources
    • The difference between weak and strong conversion.
    • Segregate lead qualification and admission counselors.
    • Qualifiers:
      • Aggressive.
      • Sales-oriented.
      • Motivating.
      • Comfortable with prospecting over the phone.
  • 7) The Right Resources (cont.)
    • Admissions Counselors:
        • Solid understanding of your school, admissions process, basic financial aid, student services, and admissions counseling.
        • Ability to provide life coaching and encouragement .
        • Assertiveness, confidence and sales ability.
        • Impeccable follow-up skills.
        • Strong ability to position your school and its benefits above other schools prospects may be considering.
        • Excellent phone and written communication skills.
        • Knowledge and understanding of the competition.
  • 8) Setting Goals & Metrics
    • Set realistic and measurable objectives:
        • Dials Per Day.
        • Contacts Per Day.
        • Sales Presentations Per Day.
        • Applications .
        • Admits.
        • Enrollments.
        • Drop Rate.
        • Overall Conversion Rate.
  • 9) Know & Abide By The Law
    • FERPA, ED’s Safe Harbor Regulations, etc.
    • State, & federal telemarketing regulations including do-not-call.
    • E-mail marketing regulations.
    • Single violations $ 11,000+ and other federal sanctions.
  • 10) Your Online Presence
    • Non-traditional students use the internet to research schools.
    • A strong “marketing” site for your non-traditional programs:
        • Detailed program information.
        • Financial aid information & resources.
        • Student testimonials (video preferred).
        • Online application form.
        • Career information.
        • Features & benefits.
        • School credibility (accreditation, awards/rankings, high graduation rates, etc.).
  • enCircle Media
    • Leading education marketing agency.
    • Privately owned. G&H sister company. Irvine, CA & New York, NY
    • Manage all student recruitment marketing
    • Proprietary technology to validate, score and optimize online media buys.
  • Greenwood & Hall
    • End-to-end enrollment management solutions for undergraduate and graduate online programs.
    • Founded 1997. Privately owned. 250 employees.
    • Best of education & contact management expertise.
  • School Case Study 1
    • Large private, non-profit school.
    • Revenue constraints.
    • Expand online graduate program.
    • Generated 700 new enrollments per term.
    • Exceeded enrollment goals by 32%.
    • Exceeded revenue goal for term by $1.1mm.
  • School Case Study 2
    • Situation: Traditional school with an Online MBA program was generating about 50 new enrollments per term and was achieving reasonable metrics but wanted to grow enrollments significantly.
    • Action: The school outsourced the marketing and enrollment management functions utilizing many of tools we have discussed today.
    • Result: Over the past six (6) terms, over 980 new enrollments have been generated at conversion rates that have increased by 29%. In other words, the school has scaled up while decreasing its cost per enrollment.
  • School Case Study 3
    • Undergraduate Online Program exceeded the enrollment goal for the Summer 2 term by 45%.
    • Undergraduate Online Enrollment increased 276% from the previous year.
    • Undergraduate new student drop rate reduced from 29% the previous year to under 7%.
    • Total Retention Rate for the Online Undergraduate Program from Summer 1 to Summer 2 term was 67%, over 50% improvement.
    • Online MBA Program exceeded the enrollment goal for the Summer II term by 47%.
  • Q&A
    • Thank You!
    • We Look Forward To The Opportunity To Be Of Service!
    • Greenwood & Hall
    • www.greenwoodhall.com