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EduWeb2010 Flip the Funnel

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  • 1. “Flip the Funnel” Communications Strategies that Work from Branding through Yield Adrienne Bartlett, VP, Client Experience
  • 2. Access this presentation: slideshare.net/targetx
  • 3. Who’s In The Room?
  • 4. Disclaimers: No magic bullets You’re smart I’m here to make you think
  • 5. Expectations What’s the problem? 5 Ways to Flip the Funnel Let’s talk Sales 3 T’s
  • 6. Current Climate
  • 7. Shifting Competition Strained Resources Cost-Cutting Panic
  • 8. Taking the “fun” out of “the funnel”...
  • 9. “The Funnel” Assumes they only get info from you Stealth-apps miss the boat Students who don’t progress get ignored “Lack of contact” = “Lack of interest” From our perspective (not theirs)
  • 10. “Admissions Funnel” $$$$ Prospects $$$$ Inquiries Text Applicants Admitted ???? Enrolled ????
  • 11. Yield?
  • 12. “Admissions Funnel” Prospects Inquiries Text Applicants $$$$ Admitted $$$$ Enrolled
  • 13. “The funnel has outlived its usefulness as a metaphor” (because people learn from each other now). -Groundswell
  • 14. Applicants Enroll
  • 15. Priorities Mindset Spending Tools
  • 16. The “traditional plan” can’t be all things...
  • 17. “STEALTH
  • 18. >50% First Point of Contact was the Admissions Application In recent conversations with clients
  • 19. Myth: “Increase numbers at the top to increase numbers at the bottom”
  • 20. Reality: Demographics and other factors are making it impossible to keep “top-loading”
  • 21. Stop talking at me like you don’t know who I am!
  • 22. “If you haven’t already” “applied” “registered” “visited”
  • 23. 1:1
  • 24. Prospects are seeking meaningful communications
  • 25. They want you to help them make sense of it all.
  • 26. Customer Relationship Management (CRM) is helping to make messages much more targeted and personalized.
  • 27. Try and provide value to the student at their current stage rather than just trying to push them through to the next.
  • 28. One model...
  • 29. “Rather than viewing the admissions cycle as an enrollment funnel, we view it as a strategic framework that, based on a solid foundation of sound marketing, recruitment, and admissions strategies, builds a strong and stable incoming class that is likely to persist through graduation.” Dr. David Kalsbeek, DePaul University Dr. Christopher Ferguson, Wilmington University
  • 30. “Branding”
  • 31. Can help but ... Expensive Takes time Not always in your control Tough to gauge success
  • 32. You know who you are (and aren’t).
  • 33. Be yourself.
  • 34. Confidently. Authentically.
  • 35. 5 Ways to Flip the Funnel
  • 36. 1 Shift the budget.
  • 37. Make the case for moving (at least some) budget dollars “down the funnel”
  • 38. Search = Lead Generation Then what?
  • 39. Focus On: Events Web Presence Customer Service Campus Visit Program Marketing Campaigns
  • 40. 2 Focus on Yield.
  • 41. Increase inquiries?
  • 42. Does a huge number of inquiries actually hurt your ability to recruit best-fit students?
  • 43. We’ve simplified the process to the point where even an application doesn’t necessarily indicate interest.
  • 44. How much does it cost to have a uninterested prospect in your database?
  • 45. Publications Mailings/Postage Event Invitations Phone Calls/Emails Staff Time Travel Decisions?
  • 46. Opportunity Cost.
  • 47. 3 Rethink the Web.
  • 48. Should be top priority Balance “how” with “why” Every page a homepage? Navigation is crucial
  • 49. Share This
  • 50. http://www.baylor.edu/admissions/index.php?id=56275
  • 51. http://faces.albright.edu/
  • 52. http://newstudents.wfu.edu/
  • 53. http://www.scu.edu/family/parent-email.cfm
  • 54. How “sustainable” is your social web strategy?
  • 55. So many get to this point:
  • 56. 4 Socialize.
  • 57. “Not only is marketing no longer one-way, it’s not even two-way. It’s a conversation between you, me and everyone I’m talking to about what we’re talking about.”
  • 58. Building Community Earlier Online
  • 59. “Video Recipe Contest” Social Network
  • 60. Old Me!a is the best way to promote New Media.
  • 61. Great Email Campaigns Drive Great Web Efforts
  • 62. Effective Video Messaging
  • 63. Storytelling is Key
  • 64. Social Search: The Relationship is the Fulfillment
  • 65. Where it All Comes Together
  • 66. Think more like a publisher (not a marketer)
  • 67. Using Facebook and Twitter is something like hosting a big cocktail party -- but nobody shops at a cocktail party." Brett Hurt, CEO, Bazaarvoice
  • 68. Use social tools to build conversations and relationships rather than just generate buzz.
  • 69. “Make it viral”
  • 70. Don’t forget, it’s the community that makes it viral. But there are things you can do to increase your chances...
  • 71. Make it valuable Make it shareable Make it memorable Make it fun!
  • 72. A few social web tips...
  • 73. Prioritize Differentiate (tell your story) Provide value (WIIFM?) Be authentic Give “insider” information
  • 74. “Don’t chase the tools. Chase the goals.” -Howard@BlueFuego
  • 75. 5 Ask and Listen.
  • 76. When is the best time for you to hear that they are not interested?
  • 77. Give prospects every opportunity to let you know if they’re still interested (or not). - Email Campaigns - Website
  • 78. The best way to focus your attention and resources on students who are most interested.
  • 79. Setup “listening” posts to find out prospect and parent needs -- then plan a content strategy to meet them.
  • 80. Prospects are “confused but curious” Are you helping?
  • 81. No one works a funnel like a great salesperson.
  • 82. “Admissions as Sales?”
  • 83. Great salespeople are great counselors.
  • 84. “Sales” at resume time...
  • 85. “Managed a territory” “Created a travel schedule” “Built relationships with prospects” “Presented”
  • 86. 2 Biggest Sales Tips:
  • 87. 1. Be on. (my soapbox)
  • 88. “Due to fall travel season, I will be out of the office throughout September and October. I will have limited access to my email during this time, but I will respond to your email at my earliest convenience.”
  • 89. “Due to mandatory furloughs...” “Away on a recruiting trip...” “In Banner training this week...”
  • 90. “Out of Office” Reply
  • 91. Too busy recruiting to recruit ?
  • 92. 2. Learn how to close the deal.
  • 93. Remove the Roadblocks
  • 94. Recognize “Buyer Shift”
  • 95. Rethink the Yield Event in Spring?
  • 96. The “f” word (faculty;)
  • 97. Most of us only involve faculty late in the game. But prospects value that interaction as early as possible!
  • 98. Can’t access faculty “on-demand?”
  • 99. Sometimes we’re more focused on our own road-blocks than on what our audience wants (and needs).
  • 100. A few things need to change...
  • 101. 3 T’s Talent Tools Training
  • 102. Talent Customer Service background? Sales experience? Tech-savvy? Entry-level?
  • 103. Tools CRM Smartphone Laptop Wifi
  • 104. Training Sales Financial Aid Customer Service Technology
  • 105. Be the champion in your office.
  • 106. Overwhelmed? :)
  • 107. 1980’s 1990’s 2000’s
  • 108. Same s*#%. Different decade.
  • 109. What will you do differently?
  • 110. Resources
  • 111. www.targetx.com/webcasts
  • 112. www.targetx.com/shelfari
  • 113. Access this presentation: slideshare.net/targetx
  • 114. Thank You! bartlett@targetx.com