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

1. Put Data in the
Driver’s Seat
Let data steer your decision making and budget planning
Presented at TXGAP Conference

2.  About PlattForm
 Graduate Enrollment Data
 Changing Your Marketing Approach
 Using the Data

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. 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. About PlattForm
Marketing
Services
Academic
Program
Management
International

6. • Graduate enrollment
• Online trends
• International trends
• Program trends
• Specialization
• Cost

7. Graduate Enrollment Trends

8. Graduate Degree Growth

9. Graduate Online Program Growth

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. 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. Area of Interest

13. Most Adopted Programs

14. A Decline, But….

15. Top 3 Degrees Granted

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. Cost

18. • Media consumption
• Adult student journey
• Use the data
• Define your message
• Define your multi-
channel approach

19. From linear…
Media Consumption Has Changed

20. To non-linear and fragmented.
Media Consumption Has Changed

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. Example Message Matrix

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. Use the data
• Creative message
• What mediums to use
• Where to place
• Establish enrollment goals
• ROI expectations

25. • Industry facts
• Build your enrollment
marketing plan
• Evaluating results

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. • 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. 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. $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

31. 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%

32. 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

33. 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%

34. 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

35. 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

36. 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

37. 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

38. Questions?