MARKETING IN HIGHER EDUCATION: SURVIVAL IN ROUGH TERRAIN WORKSMART E-MARKETING CONFERENCE: 1/ 17 / 09 PRESENTED BY Todd Gibby President and CEO, Intelliworks

ALL ALONE IN CHALLENGING TERRAIN

THE TIDE IS RISING Source: National Center for Education Statistics, Digest of Education Statistics 2006, Table 177 Enrollments by People Aged 25+ (in thousands) Open enrollment programs account for 55% of higher education market. 89% of undergraduates at 2-year colleges are non-traditional students. Non-traditional students comprise 57 percent of undergraduates at 4-year public colleges and 50 percent of undergraduates at private nonprofit colleges. On the one hand…

And…Enrollment Growth During Down Economy

And…The Goals are Clear

But…market is evolving / competition increasing UW-M: 1904; ESC: 1969 UCEA Members 400 / 1400+ From 0.4 percent to nearly 6 percent since 1976 (U.S. Department of Education).

UW-M: 1904; ESC: 1969

UCEA Members 400 / 1400+

From 0.4 percent to nearly 6 percent since 1976 (U.S. Department of Education).

And…reinforcements nowhere to be found

It’s the ECONOMY, Stupid!

Macro-Trends: “The deck is stacked…” Source: Nicole Engelbert, Datamonitor The number of secondary school graduates will start to decline in 2010 Other English speaking countries are actively enrolling more international students Online programs are creating a more broad and attractive set of options for students Looming recession will put higher education in greater competition with other public services An expectation for personalized relationships comes ‘standard’ with the millennial student Doing a whole lot more with a whole lot less may be a permanent reality for higher education Source – National Center for Education Statistics

The number of secondary school graduates will start to decline in 2010

Other English speaking countries are actively enrolling more international students

Online programs are creating a more broad and attractive set of options for students

Looming recession will put higher education in greater competition with other public services

An expectation for personalized relationships comes ‘standard’ with the millennial student

Doing a whole lot more with a whole lot less may be a permanent reality for higher education

ALL ALONE IN CHALLENGING TERRAIN

Meet Sarah. Responds to questions from prospective students Updates the school’s Web site Creates a monthly email newsletter Reads applications and references Attends countless staff meetings Manages a shoe-string budget Organizes department Fantasy Football League And much, much more…

Responds to questions from prospective students

Updates the school’s Web site

Creates a monthly email newsletter

Reads applications and references

Attends countless staff meetings

Manages a shoe-string budget

Organizes department Fantasy Football League

And much, much more…

3 Survival Myths

1. Create Noise / Yell for Help

Mass marketing says… Cast as Wide a Net As Possible There’s quality in there somewhere The customer is most valuable at the time of his or her purchase…

Cast as Wide a Net As Possible

There’s quality in there somewhere

The customer is most valuable at the time of his or her purchase…

Source: Eduventures, March, 2008 The majority of post-secondary education executives agree that adult learners are the single most difficult student population to recruit and retain! WHY?

Motivations vary…

How can I attract this student? The Doubting Thomas He’s worked for the government most of his career and he’s getting ready to retire in the fall. However, he’s always been interested in a career in healthcare. Maybe it’s time for an encore?

1. Create Noise / Yell for Help

2. Run as Fast as You Can

3. Bring as Much Gear as Possible

Gear Closer to Home

HOW CAN YOU BE FOUND?

3 Survival Skills

Survival Skill #1 Maintain Focus / Conserve Energy: Survival is a state of mind. Control your fears and avoid panic. .. Analyze your situation and plan a course of action only after considering all of the aspects of your predicament… Don't make any quick judgments. http://www.geocities.com/Yosemite/Falls/9200/survival_priorities.html

Maintain Focus / Conserve Energy:

Survival is a state of mind. Control your fears and avoid panic. ..

Analyze your situation and plan a course of action only after considering all of the aspects of your predicament…

Don't make any quick judgments.

http://www.geocities.com/Yosemite/Falls/9200/survival_priorities.html

Thoughtful Navigation Inquiry-to-Enrollment Review Reviewed 3 years of inquiry to enrollment data to determine likelihood to apply and enroll Applied a predictive model score to 20,000 inquiries Determined that 3,000 inquiries had less than 1% chance to enroll. Now What? Do we NOT market to these folks? Do we make the decision to focus on our other inquiries? Or, do we engage with them in a different way? Send a different mail pieces and campaign messages Utilize different communication channels

Inquiry-to-Enrollment Review

Reviewed 3 years of inquiry to enrollment data to determine likelihood to apply and enroll

Applied a predictive model score to 20,000 inquiries

Determined that 3,000 inquiries had less than 1% chance to enroll.

Now What?

Do we NOT market to these folks?

Do we make the decision to focus on our other inquiries?

Or, do we engage with them in a different way?

Send a different mail pieces and campaign messages

Utilize different communication channels

Goal Supplement database with quality leads Purchased Lists: Lower cost, raise results Calculate and track marketing ROI Tactics Drive search traffic to online inquiry forms Capture lead source data Send TARGETED email campaigns to opt-ins Results NO LISTS PURCHASED Over 30,000 Inquiries in 6 months Visibility to Recruiter Activities Marketing Dollar Spend Analysis Built In Analytics = Real Time Access To Data Searching vs. Being Sought

Goal

Supplement database with quality leads

Purchased Lists: Lower cost, raise results

Calculate and track marketing ROI

Tactics

Drive search traffic to online inquiry forms

Capture lead source data

Send TARGETED email campaigns to opt-ins

Results

NO LISTS PURCHASED

Over 30,000 Inquiries in 6 months

Visibility to Recruiter Activities

Marketing Dollar Spend Analysis

Built In Analytics = Real Time Access To Data

Searching vs. Being Sought

“ If you want to grab someone's attention, you first need to get his or her permission with some kind of bait… Once a customer volunteers his or her time, you're on your way to establishing a long-term relationship and making a sale.” – Seth Godin, Author, Permission Marketing

Survival Skill #2 Build a Fire: Fire can have multiple uses in a wilderness emergency. It can provide warmth, it can boost your morale and give you a sense of security It can provide a signaling method…. http://www.geocities.com/Yosemite/Falls/9200/survival_priorities.html

Build a Fire:

Fire can have multiple uses in a wilderness emergency.

It can provide warmth, it can boost your morale and give you a sense of security

It can provide a signaling method….

http://www.geocities.com/Yosemite/Falls/9200/survival_priorities.html

Mass marketing says… Cast as Wide a Net As Possible There’s quality in there somewhere The customer is most valuable at the time of his or her purchase… Personal marketing says… Be as targeted as possible Quality is more important than quantity The customer is most valuable years after his or her initial purchase…

Cast as Wide a Net As Possible

There’s quality in there somewhere

The customer is most valuable at the time of his or her purchase…

Be as targeted as possible

Quality is more important than quantity

The customer is most valuable years after his or her initial purchase…

You talkin’ to me?

Now you’re talkin’…

The Doubting Thomas He’s worked for the government most of his career and he’s getting ready to retire in the fall. However, he’s always been interested in a career in healthcare. Maybe it’s time for an encore? Is there a good match with this student?

Teaser campaign – drive people to a Minisite to experience the brand message Media Plan: Broad: Outdoor: billboard, buses, bus shelters Radio: traffic reports Print: newspaper inserts, sticky notes Targeted: Facebook flyers to local networks Print ads in targeted publication Promoters at Business Happy Hour hotspots Uncommon Thinkers Campaign

Teaser campaign – drive people to a Minisite to experience the brand message

Media Plan:

Broad:

Outdoor: billboard, buses, bus shelters

Radio: traffic reports

Print: newspaper inserts, sticky notes

Targeted:

Facebook flyers to local networks

Print ads in targeted publication

Promoters at Business Happy Hour hotspots

The experience www.UncommonThinkers.com

Engage prospective students through web-based communications Redesign programs’ web pages Google Adwords campaigns Leverage databases / CRM Invite prospective students to attend conveniently scheduled information sessions Monthly at each campus + online Leverage databases / CRM Online banners on Minisite with clear conversion path Recruiting Strategies

Engage prospective students through web-based communications

Redesign programs’ web pages

Google Adwords campaigns

Leverage databases / CRM

Invite prospective students to attend conveniently scheduled information sessions

Monthly at each campus + online

Leverage databases / CRM

Online banners on Minisite with clear conversion path

Redesigned Program Pages

Prospect data is captured Uncommon Thinkers website Confirmation Email

RESULTS?

Metrics Analysis – E-Marketing Power! 73% of registrations came from 3 sources. FIU Emails alone generated 31% of the traffic. Google Adwords produced 27% of the visits. Source Total FIU E-mail 627 Other 516 A Friend 337

73% of registrations came from 3 sources.

FIU Emails alone generated 31% of the traffic.

Google Adwords produced 27% of the visits.

95% Increase Total 184 358 Info Session Attendance

New Graduate Students Δ 2 006-2007 +30% +26% +44% Applications, Admissions, Enrollment

Survival Skill #3 Pack Light / Pack Right: … Learn to prioritize and simplify your gear by trimming unneeded weight off of your existing gear… Lightweight backpacking lets you carry less weight which in turn allows you to travel lighter and faster and can allow you to minimize impact on the outdoor environment. http://www.geocities.com/Yosemite/Falls/9200/lightweight_backpacking.html

Pack Light / Pack Right:

… Learn to prioritize and simplify your gear by trimming unneeded weight off of your existing gear…

Lightweight backpacking lets you carry less weight which in turn allows you to travel lighter and faster and can allow you to minimize impact on the outdoor environment.

http://www.geocities.com/Yosemite/Falls/9200/lightweight_backpacking.html

Launch targeted communication plans with the right message to the right person at the right time? Send individualized messages to students based on those students’ personal attributes to enhance enrollment & retention efforts? Manage student interactions and follow-up more efficiently Digitally coordinate events and evaluate success? Track all communications with students across channels? Manage and respond to student inquiries in a timely fashion? Leverage historical data and campaign intelligence to enhance future outreach? Assess the outcomes of all interactions via real-time “Reporting Visibility”? Accomplish all of the above efficiently and in a centralized system? Allow you to be more efficient with your resources: “Do More with Less”? “ Does my institution…”

Launch targeted communication plans with the right message to the right person at the right time?

Send individualized messages to students based on those students’ personal attributes to enhance enrollment & retention efforts?

Manage student interactions and follow-up more efficiently

Digitally coordinate events and evaluate success?

Track all communications with students across channels?

Manage and respond to student inquiries in a timely fashion?

Leverage historical data and campaign intelligence to enhance future outreach?

Assess the outcomes of all interactions via real-time “Reporting Visibility”?

Accomplish all of the above efficiently and in a centralized system?

Allow you to be more efficient with your resources: “Do More with Less”?

How do you grow enrollment without growing staff? Tremendous growth…new students have increased by over 30% in two years. But… "I had no centralized place for all the data I wanted to see because we were using so many applications," Director of Enrollment Management at APUS Employees were using several different software applications and spreadsheets to manage enrollment spike. APUS was considering hiring more staff to take on the workload.

Tremendous growth…new students have increased by over 30% in two years.

But…

Employees were using several different software applications and spreadsheets to manage enrollment spike.

APUS was considering hiring more staff to take on the workload.

University of Pennsylvania Annenberg School for Communication Very prestigious institution, but limited brand awareness outside of the east coast Small staff to handle admissions, enrollment, marketing and alumni out reach. traditionally relied on graduate fairs, print and word of mouth Shifted focus to electronic recruitment…

Very prestigious institution, but limited brand awareness outside of the east coast

Small staff to handle admissions, enrollment, marketing and alumni out reach.

traditionally relied on graduate fairs, print and word of mouth

Shifted focus to electronic recruitment…

Capture all student / prospect interaction and communications across channels in a central location? Manage and respond to student inquiries in a timely fashion? Leverage historical data and campaign intelligence to enhance future outreach? Have a strategy and ability to enable increasingly rich interaction with prospects? Have real-time reporting to analyze enrollment results? How do you pack light, and pack right? Does my institution…

Capture all student / prospect interaction and communications across channels in a central location?

Manage and respond to student inquiries in a timely fashion?

Leverage historical data and campaign intelligence to enhance future outreach?

Have a strategy and ability to enable increasingly rich interaction with prospects?

Have real-time reporting to analyze enrollment results?

THREE REALLY IS A MAGIC NUMBER

Extra Credit Survival Skill: If You Choose to Walk…Walk Toward Town

Presence on Facebook “ Wherever you are, be there.” – Gandhi “ Wherever they are, be there.” – Gandhi 2.0

10% of admissions officers acknowledged looking at social-networking sites to evaluate applicants 38% said that what they saw “ negatively affected ” their views of the applicant 25% of schools checking social networks said their views were improved 21% of colleges used social-networking sites for recruiting prospects and gathering information about applicants. Source: Kaplan Survey, September 2008

10% of admissions officers acknowledged looking at social-networking sites to evaluate applicants

38% said that what they saw “ negatively affected ” their views of the applicant

25% of schools checking social networks said their views were improved

21% of colleges used social-networking sites for recruiting prospects and gathering information about applicants.

Source: Kaplan Survey, September 2008

Difficult to administer multiple social networking pages No insight into historical interactions with contacts Few analytics and reporting tools Can’t leverage social networking data across other channels

Difficult to administer multiple social networking pages

No insight into historical interactions with contacts

Few analytics and reporting tools

Can’t leverage social networking data across other channels

The Social Web The Social Graph How does your university’s presence fit into this social web environment? Community User Behavior Facebook MySpace Xanga Blogger NetVibes hi5 Widgets Applications Email Desktop Blogs Mobile Communication

The Social Web User Behavior Log in View the news feed. Browse “interesting” stories from the news feed. Randomly browse the site. Log off. The Facebook Experience Where does this fit? ? Community Communication

Log in

View the news feed.

Browse “interesting” stories from the news feed.

Randomly browse the site.

Log off.

The Social Web User Behavior Community Communication Log in View the news feed. Browse “interesting” stories from the news feed. Randomly browse the site. Log off. The Facebook Experience Where does this fit?

Log in

View the news feed.

Browse “interesting” stories from the news feed.

Randomly browse the site.

Log off.

A View of Students Today Michael Wesch Assistant Professor of Cultural Anthropology Kansas State University

A View of Students Today

Michael Wesch

Assistant Professor of Cultural Anthropology Kansas State University

HOW CAN YOU BE FOUND?

Myths vs. Reality Run As Fast As You Can. Yell / Make A Lot of Noise. Bring As Much Gear As Possible. Survival Skills Maintain Focus. Conserve Energy. Build a Signal Fire. Pack Light, Pack Right. Survival Myths

Run As Fast As You Can.

Yell / Make A Lot of Noise.

Bring As Much Gear As Possible.

Maintain Focus. Conserve Energy.

Build a Signal Fire.

Pack Light, Pack Right.

Resources Michael Stoner http://www.mstonerblog.com/ dotEduGuru (K. James, R. Reuben, others) http://www.doteduguru.com Karlyn Morisette http://karlynmorissette.karlyn.me/ Brad J. Ward http://www.squaredpeg.com Tim Copeland http://www.enrollmentmarketing.org/ Andrew Careaga http://highered.prblogs.org/ Jim Fong http://www.jimfongonline.com/ WorkSmart e-Marketing http://worksmart-emarketing.com/blog/ MarketingSherpa http://www.marketingsherpa.com/ Seth Godin http://sethgodin.typepad.com/ Future Now Market Better http://www.grokdotcom.com/ Feed Growth! http://feedgrowth.com/ Email Experience Council http://www.emailexperience.org/ Google http://www.google.com

Michael Stoner

http://www.mstonerblog.com/

dotEduGuru (K. James, R. Reuben, others)

http://www.doteduguru.com

Karlyn Morisette

http://karlynmorissette.karlyn.me/

Brad J. Ward

http://www.squaredpeg.com

Tim Copeland

http://www.enrollmentmarketing.org/

Andrew Careaga

http://highered.prblogs.org/

Jim Fong

http://www.jimfongonline.com/

WorkSmart e-Marketing

http://worksmart-emarketing.com/blog/

MarketingSherpa

http://www.marketingsherpa.com/

Seth Godin

http://sethgodin.typepad.com/

Future Now Market Better

http://www.grokdotcom.com/

Feed Growth!

http://feedgrowth.com/

Email Experience Council

http://www.emailexperience.org/

Google

http://www.google.com

Todd Gibby email: [email_address] office: 240.238.3242 cell: 202.460.4860 blog: www.http://blog.intelliworks.com/ twitter: tgibby