"May 1, Schmay 1"      Trent Gilbert, CXOAdrienne Bartlett, VP, Education
We’ll be gettingstartedshortly...
www.targetx.com
Youshould be hearing music...
www.targetx.com
“2 Ways to Watch”     1. Full-screen   2. Video +      Chat
www.targetx.com
Wireless not recommended...
Email      Chat     Eventwww.targetx.com
"May 1, Schmay 1"      Trent Gilbert, CXOAdrienne Bartlett, VP, Education
http://tinyurl.com/6fjnf3l
ExpectationsThen & NowWhat does it mean?How did we get here?3 Keys for Improvement
Back in the day...
...fast-forward to       today.
What does May 1 mean today?(an informal study)
“The reason for being.Everything we do over a several year periodis aimed at one date.”
“EVERYTHING!!!May 5 means it      ALL (postmarked)”
“The meaning of      May 1  is changing”
“High anxiety  around anticipated outcomes”
“Stress, Stress,    Stress”
“Asking myself ‘whyam I in a profession  that relies on the decision-makingabilities of 17 & 18    year olds?’”
“A silly date put inplace by schools with  10% acceptance        rates.”
1Year Ago
WHY?
We haven’teducated the  market
Consumers aresmarter and aredemanding more  transparency
Today’s students andparents are way more “hip to the process”
Trendspotting:   Late depositsFamilies are taking their time
Trendspotting:“Wait-List Fatigue”Don’t want to play the waiting  game just to be let down
BuyersMarket
Financial Aid“bidding wars”
Kathy KurzScannell & Kurz, Inc.
“Our clients are findingthat the May 1 deadlineis increasingly ignored    by students and        parents”
-Families “figuring it out”for top choice-Making big sacrifices ifconvinced it is worth it
“Cautiouslyoptimistic”
3Keys
1Always on
It’s May One...BUT YOU’RE NOT DONE!
Some things earlier:roommate assignments   ID cards/photos   course selection
Some things later:  acceptances    deposits   recruiting!
“Admissions Summer”   http://tinyurl.com/3l99ahl
Trendspotting:  June & July: “Key Months”   (athletes, orientationshoppers, mind-changers)
“Competing Concerns”
Families:       Colleges:                 Forgoing Spending too     revenuemuch/too much     through     debt             ...
Trendspotting:  Funnel-flipSpending more time & money on applicants
Trendspotting:“Summer of Love”You MUST keep contact with    deposited students!
Summer Campaign Ideas:        Packing lists     Parent connections      “What to expect”  Graduation stories/photos    Dem...
“A tribe is a group of  people connected toone another, connected    to a leader, and connected to an idea.”
Help them find their tribe.
Bottom Line? Recruitment is a    year-round,all-hands-on-deck       effort.
Bottom Line? If you’re not concernedabout yield in September,  you’ll have a problem        come May.
2Bring them closer    to DAY 1
Make  3May 1, 2012 better...  NOW!
-Re-think the visit    -Train your staff -Evaluate Technology-Communication Plans     -Staff Retreats
ExpectationsThen & NowWhat does it mean?How did we get here?3 Keys for Improvement
"May One Schmay One"
"May One Schmay One"
"May One Schmay One"
"May One Schmay One"
"May One Schmay One"
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"May One Schmay One"

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Transcript of ""May One Schmay One""

  1. 1. "May 1, Schmay 1" Trent Gilbert, CXOAdrienne Bartlett, VP, Education
  2. 2. We’ll be gettingstartedshortly...
  3. 3. www.targetx.com
  4. 4. Youshould be hearing music...
  5. 5. www.targetx.com
  6. 6. “2 Ways to Watch” 1. Full-screen 2. Video + Chat
  7. 7. www.targetx.com
  8. 8. Wireless not recommended...
  9. 9. Email Chat Eventwww.targetx.com
  10. 10. "May 1, Schmay 1" Trent Gilbert, CXOAdrienne Bartlett, VP, Education
  11. 11. http://tinyurl.com/6fjnf3l
  12. 12. ExpectationsThen & NowWhat does it mean?How did we get here?3 Keys for Improvement
  13. 13. Back in the day...
  14. 14. ...fast-forward to today.
  15. 15. What does May 1 mean today?(an informal study)
  16. 16. “The reason for being.Everything we do over a several year periodis aimed at one date.”
  17. 17. “EVERYTHING!!!May 5 means it ALL (postmarked)”
  18. 18. “The meaning of May 1 is changing”
  19. 19. “High anxiety around anticipated outcomes”
  20. 20. “Stress, Stress, Stress”
  21. 21. “Asking myself ‘whyam I in a profession that relies on the decision-makingabilities of 17 & 18 year olds?’”
  22. 22. “A silly date put inplace by schools with 10% acceptance rates.”
  23. 23. 1Year Ago
  24. 24. WHY?
  25. 25. We haven’teducated the market
  26. 26. Consumers aresmarter and aredemanding more transparency
  27. 27. Today’s students andparents are way more “hip to the process”
  28. 28. Trendspotting: Late depositsFamilies are taking their time
  29. 29. Trendspotting:“Wait-List Fatigue”Don’t want to play the waiting game just to be let down
  30. 30. BuyersMarket
  31. 31. Financial Aid“bidding wars”
  32. 32. Kathy KurzScannell & Kurz, Inc.
  33. 33. “Our clients are findingthat the May 1 deadlineis increasingly ignored by students and parents”
  34. 34. -Families “figuring it out”for top choice-Making big sacrifices ifconvinced it is worth it
  35. 35. “Cautiouslyoptimistic”
  36. 36. 3Keys
  37. 37. 1Always on
  38. 38. It’s May One...BUT YOU’RE NOT DONE!
  39. 39. Some things earlier:roommate assignments ID cards/photos course selection
  40. 40. Some things later: acceptances deposits recruiting!
  41. 41. “Admissions Summer” http://tinyurl.com/3l99ahl
  42. 42. Trendspotting: June & July: “Key Months” (athletes, orientationshoppers, mind-changers)
  43. 43. “Competing Concerns”
  44. 44. Families: Colleges: Forgoing Spending too revenuemuch/too much through debt discounting
  45. 45. Trendspotting: Funnel-flipSpending more time & money on applicants
  46. 46. Trendspotting:“Summer of Love”You MUST keep contact with deposited students!
  47. 47. Summer Campaign Ideas: Packing lists Parent connections “What to expect” Graduation stories/photos Demystifying Move-in Social Sites Promos
  48. 48. “A tribe is a group of people connected toone another, connected to a leader, and connected to an idea.”
  49. 49. Help them find their tribe.
  50. 50. Bottom Line? Recruitment is a year-round,all-hands-on-deck effort.
  51. 51. Bottom Line? If you’re not concernedabout yield in September, you’ll have a problem come May.
  52. 52. 2Bring them closer to DAY 1
  53. 53. Make 3May 1, 2012 better... NOW!
  54. 54. -Re-think the visit -Train your staff -Evaluate Technology-Communication Plans -Staff Retreats
  55. 55. ExpectationsThen & NowWhat does it mean?How did we get here?3 Keys for Improvement

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