MARKETING IN HIGHER EDUCATION: SURVIVAL IN ROUGH TERRAIN WORKSMART E-MARKETING CONFERENCE: 1/ 17 / 09 PRESENTED BY Todd Gi...
ALL ALONE IN CHALLENGING TERRAIN
THE TIDE IS   RISING Source: National Center for Education Statistics, Digest of Education Statistics 2006, Table 177 Enro...
And…Enrollment Growth During Down Economy
And…The Goals are Clear
But…market is evolving / competition increasing <ul><li>UW-M: 1904; ESC: 1969 </li></ul><ul><li>UCEA Members 400 / 1400+  ...
And…reinforcements nowhere to be found
It’s the ECONOMY, Stupid!
Macro-Trends: “The deck is stacked…” Source: Nicole Engelbert, Datamonitor <ul><li>The number of secondary school graduate...
ALL ALONE IN CHALLENGING TERRAIN
Meet Sarah. <ul><li>Responds to questions from prospective students </li></ul><ul><li>Updates the school’s Web site </li><...
3 Survival Myths
1. Create Noise / Yell for Help
Mass marketing says… <ul><li>Cast as Wide a Net As Possible </li></ul><ul><li>There’s quality in there somewhere </li></ul...
Source: Eduventures, March, 2008 The majority of post-secondary education executives agree that adult learners are the sin...
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 rea...
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 <ul><li>  Maintain Focus / Conserve Energy:  </li></ul><ul><li>Survival is a state of mind. Control your...
Thoughtful Navigation <ul><li>Inquiry-to-Enrollment Review </li></ul><ul><li>Reviewed 3 years of inquiry to enrollment dat...
<ul><li>Goal </li></ul><ul><ul><li>Supplement database with quality leads </li></ul></ul><ul><ul><li>Purchased Lists: Lowe...
“ If you want to grab someone's attention, you first need to get  his or her permission with some kind of bait… Once a cus...
 
Survival Skill #2 <ul><li>Build a Fire: </li></ul><ul><li>Fire can have multiple uses in a wilderness emergency.  </li></u...
Mass marketing says… <ul><li>Cast as Wide a Net As Possible </li></ul><ul><li>There’s quality in there somewhere </li></ul...
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. Howeve...
 
 
<ul><li>Teaser campaign – drive people to a Minisite to experience the brand message </li></ul><ul><li>Media Plan: </li></...
The experience www.UncommonThinkers.com
<ul><li>Engage prospective students through web-based communications </li></ul><ul><ul><li>Redesign programs’ web pages </...
Redesigned Program Pages
Prospect data is captured Uncommon Thinkers website Confirmation Email
RESULTS?
Metrics Analysis  –  E-Marketing Power! <ul><li>73% of registrations came from 3 sources. </li></ul><ul><li>FIU Emails alo...
95% Increase Total 184   358   Info Session Attendance
New Graduate Students Δ  2 006-2007 +30% +26% +44% Applications, Admissions, Enrollment
Survival Skill #3 <ul><li>Pack Light / Pack Right: </li></ul><ul><li>… Learn to prioritize and simplify your gear by trimm...
<ul><li>Launch targeted communication plans with the right message to the right person at the right time?  </li></ul><ul><...
How do you grow enrollment without growing staff? <ul><li>Tremendous growth…new students have increased by over 30% in two...
University of Pennsylvania Annenberg School for Communication <ul><li>Very prestigious institution, but limited brand awar...
<ul><li>Capture all student / prospect interaction and communications across channels in a central location? </li></ul><ul...
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
 
<ul><li>10%  of admissions officers   acknowledged looking at social-networking sites  to evaluate applicants </li></ul><u...
<ul><li>Difficult to administer multiple social networking pages </li></ul><ul><li>No insight into historical interactions...
The Social Web The Social Graph How does your university’s presence fit into  this social web environment? Community  User...
The Social Web User Behavior <ul><li>Log in </li></ul><ul><li>View the news feed.  </li></ul><ul><li>Browse “interesting” ...
The Social Web User Behavior Community Communication <ul><li>Log in </li></ul><ul><li>View the news feed.  </li></ul><ul><...
<ul><li>A View of Students Today </li></ul><ul><li>Michael Wesch </li></ul><ul><li>Assistant Professor of Cultural Anthrop...
Myths vs. Reality <ul><li>Run As Fast As You Can. </li></ul><ul><li>Yell / Make A Lot of Noise. </li></ul><ul><li>Bring As...
Resources <ul><li>Michael Stoner </li></ul><ul><ul><li>http://www.mstonerblog.com/ </li></ul></ul><ul><li>dotEduGuru (K. J...
 
Todd Gibby email:  [email_address] office: 240.238.3242 cell: 202.460.4860 blog:  www.http://blog.intelliworks.com/   twit...
Marketing in higher education - Surviving in rough terrain - by Toddy Gibby of Intelliworks
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Marketing in higher education - Surviving in rough terrain - by Toddy Gibby of Intelliworks

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Toddy Gibby discusses "Surviving in rough terrain - Marketing in higher education" at the eMarketing Techniques Conference for Educators in Austin Texas on January 28th, 2009.

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  • Marketing in higher education - Surviving in rough terrain - by Toddy Gibby of Intelliworks

    1. 1. MARKETING IN HIGHER EDUCATION: SURVIVAL IN ROUGH TERRAIN WORKSMART E-MARKETING CONFERENCE: 1/ 17 / 09 PRESENTED BY Todd Gibby President and CEO, Intelliworks
    2. 2. ALL ALONE IN CHALLENGING TERRAIN
    3. 3. 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…
    4. 4. And…Enrollment Growth During Down Economy
    5. 5. And…The Goals are Clear
    6. 6. But…market is evolving / competition increasing <ul><li>UW-M: 1904; ESC: 1969 </li></ul><ul><li>UCEA Members 400 / 1400+ </li></ul><ul><li>From 0.4 percent to nearly 6 percent since 1976 (U.S. Department of Education). </li></ul>
    7. 7. And…reinforcements nowhere to be found
    8. 8. It’s the ECONOMY, Stupid!
    9. 9. Macro-Trends: “The deck is stacked…” Source: Nicole Engelbert, Datamonitor <ul><li>The number of secondary school graduates will start to decline in 2010 </li></ul><ul><li>Other English speaking countries are actively enrolling more international students </li></ul><ul><li>Online programs are creating a more broad and attractive set of options for students </li></ul><ul><li>Looming recession will put higher education in greater competition with other public services </li></ul><ul><li>An expectation for personalized relationships comes ‘standard’ with the millennial student </li></ul><ul><li>Doing a whole lot more with a whole lot less may be a permanent reality for higher education </li></ul>Source – National Center for Education Statistics
    10. 10. ALL ALONE IN CHALLENGING TERRAIN
    11. 11. Meet Sarah. <ul><li>Responds to questions from prospective students </li></ul><ul><li>Updates the school’s Web site </li></ul><ul><li>Creates a monthly email newsletter </li></ul><ul><li>Reads applications and references </li></ul><ul><li>Attends countless staff meetings </li></ul><ul><li>Manages a shoe-string budget </li></ul><ul><li>Organizes department Fantasy Football League </li></ul><ul><li>And much, much more… </li></ul>
    12. 12. 3 Survival Myths
    13. 13. 1. Create Noise / Yell for Help
    14. 14. Mass marketing says… <ul><li>Cast as Wide a Net As Possible </li></ul><ul><li>There’s quality in there somewhere </li></ul><ul><li>The customer is most valuable at the time of his or her purchase… </li></ul>
    15. 15. 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?
    16. 16. Motivations vary…
    17. 17.
    18. 18. 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?
    19. 19. 1. Create Noise / Yell for Help
    20. 20. 2. Run as Fast as You Can
    21. 21. 3. Bring as Much Gear as Possible
    22. 22. Gear Closer to Home
    23. 23. HOW CAN YOU BE FOUND?
    24. 24. 3 Survival Skills
    25. 25. Survival Skill #1 <ul><li>  Maintain Focus / Conserve Energy: </li></ul><ul><li>Survival is a state of mind. Control your fears and avoid panic. .. </li></ul><ul><li>Analyze your situation and plan a course of action only after considering all of the aspects of your predicament… </li></ul><ul><li>Don't make any quick judgments. </li></ul><ul><li>http://www.geocities.com/Yosemite/Falls/9200/survival_priorities.html </li></ul>
    26. 26. Thoughtful Navigation <ul><li>Inquiry-to-Enrollment Review </li></ul><ul><li>Reviewed 3 years of inquiry to enrollment data to determine likelihood to apply and enroll </li></ul><ul><li>Applied a predictive model score to 20,000 inquiries </li></ul><ul><li>Determined that 3,000 inquiries had less than 1% chance to enroll. </li></ul><ul><li>Now What? </li></ul><ul><li>Do we NOT market to these folks? </li></ul><ul><li>Do we make the decision to focus on our other inquiries? </li></ul><ul><li>Or, do we engage with them in a different way? </li></ul><ul><ul><li>Send a different mail pieces and campaign messages </li></ul></ul><ul><ul><li>Utilize different communication channels </li></ul></ul>
    27. 27. <ul><li>Goal </li></ul><ul><ul><li>Supplement database with quality leads </li></ul></ul><ul><ul><li>Purchased Lists: Lower cost, raise results </li></ul></ul><ul><ul><li>Calculate and track marketing ROI </li></ul></ul><ul><li>Tactics </li></ul><ul><ul><li>Drive search traffic to online inquiry forms </li></ul></ul><ul><ul><li>Capture lead source data </li></ul></ul><ul><ul><li>Send TARGETED email campaigns to opt-ins </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>NO LISTS PURCHASED </li></ul></ul><ul><ul><li>Over 30,000 Inquiries in 6 months </li></ul></ul><ul><ul><li>Visibility to Recruiter Activities </li></ul></ul><ul><ul><li>Marketing Dollar Spend Analysis </li></ul></ul><ul><ul><li>Built In Analytics = Real Time Access To Data </li></ul></ul><ul><li>Searching vs. Being Sought </li></ul>
    28. 28. “ 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
    29. 30. Survival Skill #2 <ul><li>Build a Fire: </li></ul><ul><li>Fire can have multiple uses in a wilderness emergency. </li></ul><ul><li>It can provide warmth, it can boost your morale and give you a sense of security </li></ul><ul><li>It can provide a signaling method…. </li></ul><ul><li>http://www.geocities.com/Yosemite/Falls/9200/survival_priorities.html </li></ul>
    30. 31. Mass marketing says… <ul><li>Cast as Wide a Net As Possible </li></ul><ul><li>There’s quality in there somewhere </li></ul><ul><li>The customer is most valuable at the time of his or her purchase… </li></ul>Personal marketing says… <ul><li>Be as targeted as possible </li></ul><ul><li>Quality is more important than quantity </li></ul><ul><li>The customer is most valuable years after his or her initial purchase… </li></ul>
    31. 32. You talkin’ to me?
    32. 33. Now you’re talkin’…
    33. 34. 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?
    34. 37. <ul><li>Teaser campaign – drive people to a Minisite to experience the brand message </li></ul><ul><li>Media Plan: </li></ul><ul><ul><li>Broad: </li></ul></ul><ul><ul><ul><li>Outdoor: billboard, buses, bus shelters </li></ul></ul></ul><ul><ul><ul><li>Radio: traffic reports </li></ul></ul></ul><ul><ul><ul><li>Print: newspaper inserts, sticky notes </li></ul></ul></ul><ul><ul><li>Targeted: </li></ul></ul><ul><ul><ul><li>Facebook flyers to local networks </li></ul></ul></ul><ul><ul><ul><li>Print ads in targeted publication </li></ul></ul></ul><ul><ul><ul><li>Promoters at Business Happy Hour hotspots </li></ul></ul></ul>Uncommon Thinkers Campaign
    35. 38. The experience www.UncommonThinkers.com
    36. 39. <ul><li>Engage prospective students through web-based communications </li></ul><ul><ul><li>Redesign programs’ web pages </li></ul></ul><ul><ul><li>Google Adwords campaigns </li></ul></ul><ul><ul><li>Leverage databases / CRM </li></ul></ul><ul><li>Invite prospective students to attend conveniently scheduled information sessions </li></ul><ul><ul><li>Monthly at each campus + online </li></ul></ul><ul><ul><li>Leverage databases / CRM </li></ul></ul><ul><ul><li>Online banners on Minisite with clear conversion path </li></ul></ul>Recruiting Strategies
    37. 40. Redesigned Program Pages
    38. 41. Prospect data is captured Uncommon Thinkers website Confirmation Email
    39. 42. RESULTS?
    40. 43. Metrics Analysis – E-Marketing Power! <ul><li>73% of registrations came from 3 sources. </li></ul><ul><li>FIU Emails alone generated 31% of the traffic. </li></ul><ul><li>Google Adwords produced 27% of the visits. </li></ul>Source Total FIU E-mail 627 Other 516 A Friend 337
    41. 44. 95% Increase Total 184 358 Info Session Attendance
    42. 45. New Graduate Students Δ 2 006-2007 +30% +26% +44% Applications, Admissions, Enrollment
    43. 46. Survival Skill #3 <ul><li>Pack Light / Pack Right: </li></ul><ul><li>… Learn to prioritize and simplify your gear by trimming unneeded weight off of your existing gear… </li></ul><ul><li>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. </li></ul><ul><li>http://www.geocities.com/Yosemite/Falls/9200/lightweight_backpacking.html </li></ul>
    44. 47. <ul><li>Launch targeted communication plans with the right message to the right person at the right time? </li></ul><ul><li>Send individualized messages to students based on those students’ personal attributes to enhance enrollment & retention efforts? </li></ul><ul><li>Manage student interactions and follow-up more efficiently </li></ul><ul><li>Digitally coordinate events and evaluate success? </li></ul><ul><li>Track all communications with students across channels? </li></ul><ul><li>Manage and respond to student inquiries in a timely fashion? </li></ul><ul><li>Leverage historical data and campaign intelligence to enhance future outreach? </li></ul><ul><li>Assess the outcomes of all interactions via real-time “Reporting Visibility”? </li></ul><ul><li>Accomplish all of the above efficiently and in a centralized system? </li></ul><ul><li>Allow you to be more efficient with your resources: “Do More with Less”? </li></ul>“ Does my institution…”
    45. 48. How do you grow enrollment without growing staff? <ul><li>Tremendous growth…new students have increased by over 30% in two years. </li></ul><ul><li>But… </li></ul>&quot;I had no centralized place for all the data I wanted to see because we were using so many applications,&quot; Director of Enrollment Management at APUS <ul><li>Employees were using several different software applications and spreadsheets to manage enrollment spike. </li></ul><ul><li>APUS was considering hiring more staff to take on the workload. </li></ul>
    46. 49. University of Pennsylvania Annenberg School for Communication <ul><li>Very prestigious institution, but limited brand awareness outside of the east coast </li></ul><ul><li>Small staff to handle admissions, enrollment, marketing and alumni out reach. </li></ul><ul><li>traditionally relied on graduate fairs, print and word of mouth </li></ul><ul><li>Shifted focus to electronic recruitment… </li></ul>
    47. 50. <ul><li>Capture all student / prospect interaction and communications across channels in a central location? </li></ul><ul><li>Manage and respond to student inquiries in a timely fashion? </li></ul><ul><li>Leverage historical data and campaign intelligence to enhance future outreach? </li></ul><ul><li>Have a strategy and ability to enable increasingly rich interaction with prospects? </li></ul><ul><li>Have real-time reporting to analyze enrollment results? </li></ul>How do you pack light, and pack right? Does my institution…
    48. 51. THREE REALLY IS A MAGIC NUMBER
    49. 52. Extra Credit Survival Skill: If You Choose to Walk…Walk Toward Town
    50. 53. Presence on Facebook “ Wherever you are, be there.” – Gandhi “ Wherever they are, be there.” – Gandhi 2.0
    51. 55. <ul><li>10% of admissions officers acknowledged looking at social-networking sites to evaluate applicants </li></ul><ul><li>38% said that what they saw “ negatively affected ” their views of the applicant </li></ul><ul><li>25% of schools checking social networks said their views were improved </li></ul><ul><li>21% of colleges used social-networking sites for recruiting prospects and gathering information about applicants. </li></ul><ul><li>Source: Kaplan Survey, September 2008 </li></ul>
    52. 56. <ul><li>Difficult to administer multiple social networking pages </li></ul><ul><li>No insight into historical interactions with contacts </li></ul><ul><li>Few analytics and reporting tools </li></ul><ul><li>Can’t leverage social networking data across other channels </li></ul>
    53. 57. 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
    54. 58. The Social Web User Behavior <ul><li>Log in </li></ul><ul><li>View the news feed. </li></ul><ul><li>Browse “interesting” stories from the news feed. </li></ul><ul><li>Randomly browse the site. </li></ul><ul><li>Log off. </li></ul>The Facebook Experience Where does this fit? ? Community Communication
    55. 59. The Social Web User Behavior Community Communication <ul><li>Log in </li></ul><ul><li>View the news feed. </li></ul><ul><li>Browse “interesting” stories from the news feed. </li></ul><ul><li>Randomly browse the site. </li></ul><ul><li>Log off. </li></ul>The Facebook Experience Where does this fit?
    56. 60. <ul><li>A View of Students Today </li></ul><ul><li>Michael Wesch </li></ul><ul><li>Assistant Professor of Cultural Anthropology Kansas State University </li></ul>
    57. 61. HOW CAN YOU BE FOUND?
    58. 62. Myths vs. Reality <ul><li>Run As Fast As You Can. </li></ul><ul><li>Yell / Make A Lot of Noise. </li></ul><ul><li>Bring As Much Gear As Possible. </li></ul>Survival Skills <ul><li>Maintain Focus. Conserve Energy. </li></ul><ul><li>Build a Signal Fire. </li></ul><ul><li>Pack Light, Pack Right. </li></ul>Survival Myths
    59. 63. Resources <ul><li>Michael Stoner </li></ul><ul><ul><li>http://www.mstonerblog.com/ </li></ul></ul><ul><li>dotEduGuru (K. James, R. Reuben, others) </li></ul><ul><ul><li>http://www.doteduguru.com </li></ul></ul><ul><li>Karlyn Morisette </li></ul><ul><ul><li>http://karlynmorissette.karlyn.me/ </li></ul></ul><ul><li>Brad J. Ward </li></ul><ul><ul><li>http://www.squaredpeg.com </li></ul></ul><ul><li>Tim Copeland </li></ul><ul><ul><li>http://www.enrollmentmarketing.org/ </li></ul></ul><ul><li>Andrew Careaga </li></ul><ul><ul><li>http://highered.prblogs.org/ </li></ul></ul><ul><li>Jim Fong </li></ul><ul><ul><li>http://www.jimfongonline.com/ </li></ul></ul><ul><li>WorkSmart e-Marketing </li></ul><ul><ul><li>http://worksmart-emarketing.com/blog/ </li></ul></ul><ul><li>MarketingSherpa </li></ul><ul><ul><li>http://www.marketingsherpa.com/ </li></ul></ul><ul><li>Seth Godin </li></ul><ul><ul><li>http://sethgodin.typepad.com/ </li></ul></ul><ul><li>Future Now Market Better </li></ul><ul><ul><li>http://www.grokdotcom.com/ </li></ul></ul><ul><li>Feed Growth! </li></ul><ul><ul><li>http://feedgrowth.com/ </li></ul></ul><ul><li>Email Experience Council </li></ul><ul><ul><li>http://www.emailexperience.org/ </li></ul></ul><ul><li>Google </li></ul><ul><ul><li>http://www.google.com </li></ul></ul>
    60. 65. Todd Gibby email: [email_address] office: 240.238.3242 cell: 202.460.4860 blog: www.http://blog.intelliworks.com/ twitter: tgibby

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