Put Data in the
Driver’s Seat
Let data steer your decision making and budget planning
Presented at TXGAP Conference
 About PlattForm
 Graduate Enrollment Data
 Changing Your Marketing Approach
 Using the Data
About PlattForm
Founded in 1989, PlattForm is the leading provider of marketing solutions for
higher education institution...
About PlattForm
For more than 25 years we have provided full-service marketing and recruitment
capabilities from research ...
About PlattForm
Marketing
Services
Academic
Program
Management
International
• Graduate enrollment
• Online trends
• International trends
• Program trends
• Specialization
• Cost
Graduate Enrollment Trends
Graduate Degree Growth
Graduate Online Program Growth
Online Graduate Students
Online – Outside US
Public
Private
not-for-
profit
Online - US
Public
Private
not-for-
profit
Onl...
Graduate Online Penetration
State
25 to 44
Years
Online
Graduate
Enrollments
Online
Penetration Rank
Minnesota 1,396,680 7...
Area of Interest
Most Adopted Programs
A Decline, But….
Top 3 Degrees Granted
Focus on Specialization
Master of Business Administration
Master of Business Administration – Accounting
Master of Busines...
Cost
• Media consumption
• Adult student journey
• Use the data
• Define your message
• Define your multi-
channel approach
From linear…
Media Consumption Has Changed
To non-linear and fragmented.
Media Consumption Has Changed
Adult Student Journey
The Prospective Student’s Journey
TV, Radio
Out of home
Online Display
Website
Social
Paid Search
SE...
Example Message Matrix
Use the Data
• Build audience profile
• Define competitive landscape
• Evaluate degree and program demand
• Analyze channe...
Use the data
• Creative message
• What mediums to use
• Where to place
• Establish enrollment goals
• ROI expectations
• Industry facts
• Build your enrollment
marketing plan
• Evaluating results
• SEO and PPC are most common
mediums used
• Television and outdoor are increasing
• PPL programs are declining
• SEO will...
• Average SEO conversion 10-12%
• Average PPC conversion is 5-6%
• Mobile is close to 30% of inquiries
• Phone inquiries c...
Multi-Channel Approach
• Where do people go after they see your TV commercial?
• They visit your site … then what?
• Are y...
$0.00
$500.00
$1,000.00
$1,500.00
$2,000.00
$2,500.00
$3,000.00
$3,500.00
$4,000.00
$0
$50,000
$100,000
$150,000
$200,000
...
SHOW RATE July August September October November December January February March April May June TOTAL
SEO 85% 85% 85% 85% ...
INQUIRIES July August September October November December January February March April May June TOTAL
SEO 417 424 490 519 ...
Track
Paid Media Results
Marketing Spend $2,228,571
Blended Cost Per Lead $135
Response Calls Per Month 16,500
Conversion ...
Third Quarter
Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year
$11,909 $15,...
Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year
23% 9% 25% 33% 11% 22% Tel...
Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year
$3,970 $7,282 $2,791 $3,59...
Points to Remember
• Do your research first
• Develop programs for your target market
• Use multi-channel approach
• Not a...
Questions?
Is Data Driving Your Budget Planning & Decisions?
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Is Data Driving Your Budget Planning & Decisions?

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Is data driving your budget planning & decisions? It should be. This interactive session comes with a two-fold perspective led by Montreat College’s former Vice President of Marketing & Enrollment and Plattform’s data-driven experts in education marketing. This session will explore critical areas including: how deep does your data allow you to analyze, and how to manage performance along with expectations based on data. This presentation will involve key discussions such as setting realistic enrollment expectations based on budget and having those difficult conversations with institutional leadership.


Presenter:
Lyle Kraft
Executive Vice-President of Enrollment Marketing
PlattForm

Published in: Education, Business
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  • Is Data Driving Your Budget Planning & Decisions?

    1. 1. Put Data in the Driver’s Seat Let data steer your decision making and budget planning Presented at TXGAP Conference
    2. 2.  About PlattForm  Graduate Enrollment Data  Changing Your Marketing Approach  Using the Data
    3. 3. About PlattForm Founded in 1989, PlattForm is the leading provider of marketing solutions for higher education institutions. With more than 25 years of experience, a leadership team unmatched in the industry and exceptional customer service, PlattForm is the premier full-service partner in the education industry.
    4. 4. About PlattForm For more than 25 years we have provided full-service marketing and recruitment capabilities from research to creative to interactive marketing and more, all performed in-house. We work with our partners to build a customized strategy based on their unique goals to help them achieve unmatched enrollment growth.
    5. 5. About PlattForm Marketing Services Academic Program Management International
    6. 6. • Graduate enrollment • Online trends • International trends • Program trends • Specialization • Cost
    7. 7. Graduate Enrollment Trends
    8. 8. Graduate Degree Growth
    9. 9. Graduate Online Program Growth
    10. 10. Online Graduate Students Online – Outside US Public Private not-for- profit Online - US Public Private not-for- profit Online – Out of State Public Private not-for- profit 1,131,407 online graduate students in the U.S Only 362,728 of those are out of state Only 13,633 are international students
    11. 11. Graduate Online Penetration State 25 to 44 Years Online Graduate Enrollments Online Penetration Rank Minnesota 1,396,680 76,943 5.5% 1 Arizona 1,679,187 86,269 5.1% 2 West Virginia 458,192 16,389 3.6% 3 Iowa 747,131 26,461 3.5% 4 District of Columbia 205,404 5,304 2.6% 5 Nebraska 466,014 10,055 2.2% 6 North Dakota 165,747 3,227 1.9% 7 Virginia 2,199,347 42,509 1.9% 8 New Hampshire 323,650 6,166 1.9% 9 Alabama 1,228,423 23,080 1.9% 10
    12. 12. Area of Interest
    13. 13. Most Adopted Programs
    14. 14. A Decline, But….
    15. 15. Top 3 Degrees Granted
    16. 16. Focus on Specialization Master of Business Administration Master of Business Administration – Accounting Master of Business Administration – Criminal Justice Master of Business Administration – Healthcare Management Master of Business Administration – Human Resources Master of Business Administration – International Business Master of Business Administration – Leadership Master of Business Administration – Marketing Master of Business Administration – Project Management Master of Business Administration – Public Administration Master of Business Administration – Public Relations
    17. 17. Cost
    18. 18. • Media consumption • Adult student journey • Use the data • Define your message • Define your multi- channel approach
    19. 19. From linear… Media Consumption Has Changed
    20. 20. To non-linear and fragmented. Media Consumption Has Changed
    21. 21. Adult Student Journey The Prospective Student’s Journey TV, Radio Out of home Online Display Website Social Paid Search SEO Email CPI TV Online Display Website Awareness & Consideration Trust, Differentiate Inquire Brand studies, branded search volume Traffic, clicks, social monitoring Clicks, opens, inquiries
    22. 22. Example Message Matrix
    23. 23. Use the Data • Build audience profile • Define competitive landscape • Evaluate degree and program demand • Analyze channel opportunities • Develop strategic media plan • Brand Development Index • Category Development Index • Return on Media Investment Index
    24. 24. Use the data • Creative message • What mediums to use • Where to place • Establish enrollment goals • ROI expectations
    25. 25. • Industry facts • Build your enrollment marketing plan • Evaluating results
    26. 26. • SEO and PPC are most common mediums used • Television and outdoor are increasing • PPL programs are declining • SEO will be your lowest CPS • PPC will be your second lowest • Traditional media is an influencer • Directly attributable leads are declining • Maturation times are increasing • Majority of your starts will come from a 150 mile radius Important Facts
    27. 27. • Average SEO conversion 10-12% • Average PPC conversion is 5-6% • Mobile is close to 30% of inquiries • Phone inquiries convert 1.5 time better • “MBA Online” CPC is close to $50! • The average adult student looks at 4-7 colleges • Universities spend 10-20% on marketing Important Facts 200 clicks 20 become inquiries It just cost you $10,000 to get 1 student! Mobile is up 23%
    28. 28. Multi-Channel Approach • Where do people go after they see your TV commercial? • They visit your site … then what? • Are you measuring last click or the entire marketing funnel? • Use the data and optimize The process of identifying a set of user actions (“events”) that contribute in some manner to a desired outcome, and then assigning a value to each of these events. Marketing attribution provides a level of understanding of what combination of events influence individuals to engage in a desired behavior, typically referred to as a conversion. Attribution
    29. 29. $0.00 $500.00 $1,000.00 $1,500.00 $2,000.00 $2,500.00 $3,000.00 $3,500.00 $4,000.00 $0 $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Television Spend TV CPI $0.00 $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 $140.00 $0 $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Television Spend PPC Brand Spend Blended CPI OLD WAY NEW WAY Holistic Attribution Measurement When tracking traditional media effective, evaluate lift on brand searches and inquiries through SEO and PPC
    30. 30. SHOW RATE July August September October November December January February March April May June TOTAL SEO 85% 85% 85% 85% 85% 85% 85% 85% 85% 85% 85% 85% 85% PPC 85% 85% 85% 85% 85% 85% 85% 85% 85% 85% 85% 85% 85% Media 80% 80% 80% 80% 80% 80% 80% 80% 80% 80% 80% 80% 80% Live Transfer 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% PPL $52 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% PPL $63 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% Lead Nurturing 80% 80% 80% 80% 80% 80% 80% 80% 80% 80% 80% 80% 80% TOTAL 82% 82% 83% 83% 83% 83% 83% 83% 83% 83% 83% 83% 83% ENROLLMENTS July August September October November December January February March April May June TOTAL SEO 50 51 59 62 72 72 83 83 81 83 90 90 877 PPC 31 33 39 49 53 53 59 65 71 74 81 81 690 Media 23 25 29 29 29 29 29 29 29 29 29 29 339 Live Transfer 2 2 2 2 2 2 2 2 2 2 2 2 19 PPL $52 5 5 5 5 5 5 5 5 5 5 5 5 60 PPL $63 3 3 3 3 3 3 3 3 3 3 3 3 30 Lead Nurturing 22 22 22 22 22 22 22 22 22 22 22 22 267 TOTAL 136 140 158 172 186 186 203 208 213 218 231 231 2281 I-E CONVERSION July August September October November December January February March April May June TOTAL SEO 12.0% 12.0% 12.0% 12.0% 12.0% 12.0% 12.0% 12.0% 12.0% 12.0% 12.0% 12.0% 12% PPC 6% 6% 6% 7% 7% 7% 7% 7% 7% 7% 7% 7% 6% Media 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% Live Transfer 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% PPL $52 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% PPL $63 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% Lead Nurturing 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% TOTAL 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8%
    31. 31. INQUIRIES July August September October November December January February March April May June TOTAL SEO 417 424 490 519 600 600 692 692 678 692 750 750 7,305 PPC 521 542 652 761 822 822 909 1000 1095 1143 1239 1239 10,745 Media 233 250 291 291 291 291 291 291 291 291 291 291 3,389 Live Transfer 32 32 32 32 32 32 32 32 32 32 32 32 384 CPL $52 250 250 250 250 250 250 250 250 250 250 250 250 3,000 CPL $63 125 125 125 125 125 125 125 125 125 125 125 125 1,500 Lead Nurturing 222 222 222 222 222 222 222 222 222 222 222 222 2,667 TOTAL 1800 1845 2062 2200 2342 2342 2521 2612 2693 2755 2909 2909 28990 CPI July August September October November December January February March April May June TOTAL SEO $22 $21 $19 $17 $15 $15 $13 $13 $13 $13 $12 $12 $15 PPC $240 $240 $230 $230 $225 $225 $220 $220 $210 $210 $205 $205 $219 Media $600 $600 $600 $600 $600 $600 $600 $600 $600 $600 $600 $600 $600 Live Transfer $125 $125 $125 $125 $125 $125 $125 $125 $125 $125 $125 $125 $125 PPL $52 $60 $60 $60 $60 $60 $60 $60 $60 $60 $60 $60 $60 $60 PPL $63 $80 $80 $80 $80 $80 $80 $80 $80 $80 $80 $80 $80 $80 Lead Nurturing $45 $45 $45 $45 $45 $45 $45 $45 $45 $45 $45 $45 $45 TOTAL $174 $178 $181 $181 $174 $174 $168 $169 $168 $168 $164 $164 $171 SPENDING July August September October November December January February March April May June TOTAL SEO $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $108,000 PPC $125,000 $130,000 $150,000 $175,000 $185,000 $185,000 $200,000 $220,000 $230,000 $240,000 $254,000 $254,000 $2,348,000 Media $140,000 $150,000 $174,333 $174,333 $174,333 $174,333 $174,333 $174,333 $174,333 $174,333 $174,333 $174,333 $2,033,330 Live Transfer $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $48,000 PPL $52 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $180,000 PPL $63 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $120,000 Lead Nurturing $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $120,000 TOTAL $313,000 $328,000 $372,333 $397,333 $407,333 $407,333 $422,333 $442,333 $452,333 $462,333 $476,333 $476,333 $4,957,330 CPE July August September October November December January February March April May June TOTAL SEO $180 $177 $153 $144 $125 $125 $108 $108 $111 $108 $100 $100 $123 PPC $4,000 $4,000 $3,833 $3,538 $3,462 $3,462 $3,385 $3,385 $3,231 $3,231 $3,154 $3,154 $3,404 Media $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 Live Transfer $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 PPL $52 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 PPL $63 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 Lead Nurturing $450 $450 $450 $450 $450 $450 $450 $450 $450 $450 $450 $450 $450 TOTAL $2,303 $2,348 $2,352 $2,308 $2,192 $2,192 $2,085 $2,122 $2,124 $2,123 $2,063 $2,063 $2,173 CPS July August September October November December January February March April May June TOTAL SEO $212 $208 $180 $170 $147 $147 $127 $127 $130 $127 $118 $118 $145 PPC $4,706 $4,706 $4,510 $4,163 $4,072 $4,072 $3,982 $3,982 $3,801 $3,801 $3,710 $3,710 $4,004 Media $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 Live Transfer $3,571 $3,571 $3,571 $3,571 $3,571 $3,571 $3,571 $3,571 $3,571 $3,571 $3,571 $3,571 $3,571 PPL $52 $4,286 $4,286 $4,286 $4,286 $4,286 $4,286 $4,286 $4,286 $4,286 $4,286 $4,286 $4,286 $4,286 PPL $63 $5,714 $5,714 $5,714 $5,714 $5,714 $5,714 $5,714 $5,714 $5,714 $5,714 $5,714 $5,714 $5,714 Lead Nurturing $563 $563 $563 $563 $563 $563 $563 $563 $563 $563 $563 $563 $563 TOTAL $2,798 $2,852 $2,850 $2,790 $2,645 $2,645 $2,510 $2,553 $2,555 $2,552 $2,476 $2,476 $2,620
    32. 32. Track Paid Media Results Marketing Spend $2,228,571 Blended Cost Per Lead $135 Response Calls Per Month 16,500 Conversion Rates Lead To Contact 50% 8,250 potential students Interviews 45% 3,713 potential students Apps 60% 2,228 potential students Admit 60% 1,337 potential students Student Starts 75% 1,002 students Average Enrollment Fee $22,000 $22,052,250 revenue potential Cost per Start $2,223.29 Lead/Start Conversion 6.08%
    33. 33. Third Quarter Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year $11,909 $15,250 $13,955 $25,167 $44,542 $44,346 Television 13 22 20 21 66 72 $11,611 $22,266 $28,775 $41,425 $67,072 $88,434 Newspaper 41 182 190 177 501 619 $2,084 $8,000 $0 $3,584 $11,000 $7,298 Direct Mail 2 40 3 5 40 61 $9,300 $10,500 $10,500 $30,300 $31,500 $31,500 SEO 380 510 476 1,077 1,393 1,312 $37,578 $24,250 $19,921 $81,801 $72,890 $48,820 PPC 278 228 189 674 655 500 $11,025 $11,880 $8,274 $29,385 $34,110 $21,261 CPL 1 177 264 197 572 758 503 $5,110 $9,550 $0 $13,430 $20,100 $0 CPL 2 61 136 0 143 287 0 $2,700 $800 $900 $4,105 $2,300 $2,100 Live Transfer 14 8 9 29 23 21 $0 #VALUE! $0 $0 #VALUE! $0 Interest-Generation 0 0 0 0 0 18 $10,046 $8,400 $11,992 $15,027 $20,250 $23,121 Creative 0 0 0 0 0 0 $101,362 $113,096 $94,317 $244,223 $316,764 $271,368 Plattform Sub-Total 966 1,391 1,084 2,698 3,723 3,106 $0 $0 $0 $0 $0 $0 Referrals 263 387 318 656 1,067 944 $1,833 $1,833 $954 $5,478 $5,499 $2,862 Yellow Pages 1 11 4 6 34 6 $2,623 $9,000 $7,000 $7,869 $23,000 $18,500 Call Center 3 47 24 8 141 136 $105,818 $123,929 $102,271 $257,570 $345,263 $292,730 Total 1,233 1,836 1,430 3,368 4,965 4,192 Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year $916 $689 $698 $1,198 $677 $616 Television 3 2 5 7 7 16 $283 $122 $151 $234 $134 $143 Newspaper 11 21 32 42 70 103 $1,042 $200 $0 $717 $274 $120 Direct Mail 0 0 2 0 0 7 $24 $21 $22 $28 $23 $24 SEO 44 71 72 145 186 202 $135 $106 $105 $121 $111 $98 PPC 17 19 15 56 52 45 $62 $45 $42 $51 $45 $42 CPL 1 3 11 5 15 32 18 $84 $70 $0 $94 $70 $0 CPL 2 3 5 0 6 9 0 $193 $100 $100 $142 $100 $100 Live Transfer 1 1 0 1 1 1 $0 $0 $0 $0 $0 $0 Interest-Generation 0 0 0 0 0 0 $0 $0 $0 $0 $0 $0 Creative 0 0 0 0 0 0 $105 $81 $87 $91 $85 $87 Plattform Sub-Total 82 129 131 272 357 392 $0 $0 $0 $0 $0 $0 Referrals 88 80 107 235 207 283 $1,833 $160 $239 $913 $160 $477 Yellow Pages 0 2 0 0 5 1 $874 $191 $292 $984 $163 $136 Call Center 3 9 3 8 21 27 $86 $67 $72 $76 $70 $70 Total 173 221 241 515 591 703 Media Cost Per Inquiry Number of Enrolls Current month Year-to-Date Media Current month Year-to-Date Current month Year-to-Date Media Current month Year-to-Date Advertising Spending MONTHLY MARKETING REPORT CLIENT ABC FISCAL 2012 January - March Number of Inquiries Measure at all levels
    34. 34. Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year 23% 9% 25% 33% 11% 22% Television 3 2 6 6 7 16 27% 11% 17% 24% 14% 17% Newspaper 12 23 43 37 64 104 0% 0% 67% 0% 0% 11% Direct Mail 0 3 4 0 3 8 12% 14% 15% 13% 13% 15% SEO 42 60 84 141 163 199 6% 8% 8% 8% 8% 9% PPC 21 17 21 52 46 47 2% 4% 3% 3% 4% 4% CPL 1 3 9 8 12 26 21 5% 3% 4% 3% CPL 2 2 5 0 3 10 0 7% 6% 0% 3% 6% 5% Live Transfer 0 0 0 2 1 1 0% Interest-Generation 0 0 1 1 0 1 Creative 0 0 0 0 0 0 8.49% 9.31% 12.08% 10.08% 9.60% 12.62% Plattform Sub-Total 83 119 167 254 320 397 33% 21% 34% 36% 19% 30% Referrals 69 66 113 201 183 268 0% 15% 0% 0% 15% 17% Yellow Pages 0 1 1 1 4 1 100% 20% 13% 100% 15% 20% Call Center 2 7 5 6 21 28 14.03% 12.02% 16.85% 15.29% 11.90% 16.77% Total 154 194 286 462 528 694 Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year 100.00% 116.76% 120.00% 85.71% 99.95% 100.00% Television 23.08% 11.05% 30.00% 28.57% 11.05% 22.22% 109.09% 112.48% 134.38% 88.10% 91.34% 100.97% Newspaper 29.27% 12.75% 22.63% 20.90% 12.75% 16.80% 200.00% 114.29% Direct Mail 0.00% 6.32% 133.33% 0.00% 6.32% 13.11% 95.45% 83.57% 116.67% 97.24% 87.54% 98.51% SEO 11.05% 11.70% 17.65% 13.09% 11.70% 15.17% 123.53% 90.00% 140.00% 92.86% 89.35% 104.44% PPC 7.55% 7.47% 11.11% 7.72% 7.05% 9.40% 100.00% 80.82% 160.00% 80.00% 82.49% 116.67% CPL 1 1.69% 3.47% 4.06% 2.10% 3.47% 4.17% 66.67% 107.04% 50.00% 112.99% CPL 2 3.28% 3.60% 2.10% 3.60% 0.00% 64.80% 200.00% 69.23% 100.00% Live Transfer 0.00% 4.05% 0.00% 6.90% 3.91% 4.76% Interest-Generation 5.56% Creative 101.22% 92.13% 127.48% 93.38% 89.64% 101.28% Plattform Sub-Total 8.59% 8.58% 15.41% 9.41% 8.60% 12.78% 78.41% 82.47% 105.61% 85.53% 88.29% 94.70% Referrals 26.24% 17.10% 35.53% 30.64% 17.15% 28.39% 75.00% 75.27% 100.00% Yellow Pages 0.00% 11.25% 25.00% 16.67% 11.25% 16.67% 66.67% 75.00% 166.67% 75.00% 100.52% 103.70% Call Center 66.67% 15.00% 20.83% 75.00% 15.00% 20.59% 89.02% 87.76% 118.67% 89.71% 89.43% 98.72% Total 12.49% 10.55% 20.00% 13.72% 10.64% 16.56% Enroll to Start Conversion (Show Rate) Inquiry to Start Conversion Current month Year-to-Date Media Current month Year-to-Date Inquiry to Enroll Conversion Number of Starts Current month Year-to-Date Media Current month Year-to-Date Measure at all levels
    35. 35. Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year Actual Budget Last Year $3,970 $7,282 $2,791 $3,595 $6,125 $2,772 Television $3,970 $6,237 $2,326 $4,195 $6,128 $2,772 $1,056 $1,079 $899 $986 $960 $859 Newspaper $968 $960 $669 $1,120 $1,051 $850 $1,043 Direct Mail $3,156 $0 $4,340 $912 $211 $147 $146 $209 $169 $156 SEO $221 $176 $125 $215 $193 $158 $2,210 $1,279 $1,328 $1,461 $1,409 $1,085 PPC $1,789 $1,421 $949 $1,573 $1,577 $1,039 $3,675 $1,050 $1,655 $1,959 $1,071 $1,181 CPL 1 $3,675 $1,299 $1,034 $2,449 $1,299 $1,012 $1,703 $2,081 $2,238 $2,197 CPL 2 $2,555 $1,944 $4,477 $1,944 $2,700 $1,600 $4,105 $1,769 $2,100 Live Transfer $2,469 $2,052 $2,556 $2,100 Interest-Generation $0 $0 $0 Creative $1,236 $874 $720 $898 $886 $692 Plattform Sub-Total $1,221 $948 $565 $962 $989 $684 Referrals $0 $0 $0 $0 $0 $0 $1,067 $1,071 $2,862 Yellow Pages $1,422 $954 $5,478 $1,422 $2,862 $874 $956 $2,333 $984 $1,092 $685 Call Center $1,311 $1,275 $1,400 $1,312 $1,086 $661 $612 $561 $424 $500 $584 $416 Total $687 $640 $358 $558 $653 $422 Media Cost Per Enroll Media Cost Per Start Current month Year-to-Date Media Current month Year-to-Date Measure at all levels
    36. 36. Points to Remember • Do your research first • Develop programs for your target market • Use multi-channel approach • Not all programs are equal • Don’t forget maturation time • Set expectations • Track independently and holistically • Accept change
    37. 37. Questions?

    ×