How to Increase Registrations and              Revenues by Turning Data into Action              ACHE 2011 Annual Conferen...
THE  DECK  IS  STACKED,  RIGHT?  
Demand  Has  Never  Been  Higher  Less  than  16%  of  those  enrolled  in  higher  education                             ...
SO  WHY  IS  IT  SO  HARD?    We  Find  Balance  Between  Being    Efficient  &  Effective?  
Expectations  Are  Changing  Colleges that wish to remain successful inthe face of rapidly changing dynamicsneed to employ...
  Survey  Says:  Doing  More  With  Less                                                         Tough  Economy           ...
Survey  Says!                100%               90%               80%               70%               60%               50...
Do  we  have  any  sales  people  in  the  room?  
                         Can  You  Name  This  Institution?                                                               ...
   Right  Strategy    Right  Person    Right  Way  
Session  1:  The  Right  Strategy  a) Assessing  your  situation  (SWOT)       b) Connecting  problems  to  solve  (Pain  ...
S.W.O.T.  
SWOT:  SUNY  Oswego                Strengths                    Weaknesses          Steady  growth               Limited  ...
Pain  Chain  
Pain  Chain:  SUNY  Oswego          Dean                            Director ofPain: Eroding operating     Admissionsmargi...
Reference  Story  Issue                  Comments  Situation                                                       and  ci...
Reference  Story  Issue                  Comments  Situation              SUNY  Oswego  provides  an  excellent  case  of ...
FIGURE  OUT    WHO  THEY  ARE,  AND    WHERE                      
Help  Me  With  The  Math,  Please.       2010  Census  Worcester  County  by  Education                      Level  Obtai...
53,020  prospective  students  divided  by  9  colleges  and  an  additional  8  online  programs.      Of  the  53,020  p...
1%    increase  in  enrollment  requires             7%  increase  in  inquiries  
For  adults  in  transition,  specific  life  events  set  the  time  on  the  learning  clock.    There  are  millions  o...
The  value  of  knowing  what  kinds  of  transitions  cause  adult  learning  lies  in  being  able  to  predict  what  t...
Student  Motivations:  What  They  Want                                                    Student  Motivations           ...
            WHY?Understand their decision-making process.  Understand their communication style.  Discover pain points/bar...
THINKING  IN  HUMAN  TERMS  The  Doubting  Thomas    He  went  straight  to  work  after  high  school                    ...
THINKING  IN  HUMAN  TERMS                                                                                                ...
THINKING  IN  HUMAN  TERMS  The  Idea  Man                                                      own  company,  and  is  re...
1     What  are  they  like?  2     Why  are  they  here?  3     What  keeps  them  up  at  night?  4     How  can  you  s...
EDUCATION LEVELTOTAL POPULATION                     Segment Your Market?!                   G GEOGRAPHY                   ...
Session  2:  The  Right  Person      a) Understanding  field  of  play  (Market  Analysis)       b) Knowing  your  custome...
Attribute  Rankings  Most         Geography                           Most           Geography                        Valu...
Creating  Personas                                                 PROSPECT  A     PROSPECT  B          PROSPECT  C       ...
THEN  FIGURE  OUT  HOW  TO  COMMUNICATE  WITH  THEM    
need  to  get  his  or  her  permission  with  some  kind  of            Once  a  customer  volunteers  his  or  her  time...
Individuals  who  have  raised  their  hands  and  indicated  that  they  are  interested  in  advancing  their  careers, ...
 
Marketing  Is  a  Process,       Not  an  Event.  
Do  These  Look  Familiar?   Goals        Increase  Enrollment        Improve  Staff  Efficiency        Control  Data  Sha...
Session  3:  The  Right  Way  a) Setting  Frame  of  Reference  (Decision  Stages)       b) Isolating  To-­‐    Mapping  O...
Identifying  Decision  Stages                                    Discovery                                  Listening     ...
Mapping  Objectives   Objectives  by      Discover:          Listen:           Engage:         Support:     Decision      ...
Setting  Metrics  Reduceabandonment ratesby 20%                                                               Increase Y-o...
Scorecard:  Embry-­‐riddle  Worldwide                 35+%                                                  80+%          ...
Preparing  For  Measurement  Define  Metrics  and  Goals:         Define  global  metrics  and  drive  agreement  around  ...
 BIG  FINISH    
   Right  Strategy    Right  Person    Right  Way  
                                                                                                                          ...
How to Increase Registrations and Revenues by Turning Data into Action
How to Increase Registrations and Revenues by Turning Data into Action
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Integrating traditional and emerging data into an executable communication plan.

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How to Increase Registrations and Revenues by Turning Data into Action

  1. 1. How to Increase Registrations and Revenues by Turning Data into Action ACHE 2011 Annual Conference and Meeting Integrating  Traditional  and  Emerging  Data  into   an  Executable  Communication  PlanSteve  Blumberg,  Director  of  Strategic  Services,  DS  Graphics   Todd  Gibby,  CEO,  Intelliworks  email:  sblumberg@dsgraphics.com   email:  todd.gibby@intelliworks.com     twitter:  @tgibby  WWW.DSGRAPHICS.COM   WWW.INTELLIWORKS.COM  
  2. 2. THE  DECK  IS  STACKED,  RIGHT?  
  3. 3. Demand  Has  Never  Been  Higher  Less  than  16%  of  those  enrolled  in  higher  education   -­‐22)    Over  25  population  is  the  fastest  growing  segment  in  higher  education    Availability  of  online  and  hybrid  programs  makes  these  programs  more  accessible  than  ever  before    Even  in  a  recession,  people  are  better  off  with  an  education  than  without    Increasing  cost  and  scrutiny  of  for-­‐profit  educators  have  made  not-­‐for-­‐profit  adult  education  providers  even  more  appealing    
  4. 4. SO  WHY  IS  IT  SO  HARD?    We  Find  Balance  Between  Being   Efficient  &  Effective?  
  5. 5. Expectations  Are  Changing  Colleges that wish to remain successful inthe face of rapidly changing dynamicsneed to employ a new paradigm, one thatuses more sophisticated search strategiesand new metrics to track and enroll thedesired number of students who are agood fit for the institution   Noel-­‐Levitz     Multiple  touch  points   Preferences  vary  based  on  lifecycle     Next  best  thing  is  always  around  the  corner   No  single  simple  solution  
  6. 6.   Survey  Says:  Doing  More  With  Less       Tough  Economy       More  competition   Reduced  response  rates   Changing  Demographics   Differentiate  Messaging     Reaching  Target  Audience    Little  or  no  support  staff     Social  Media     Reduced  budget   Proliferation  of  Online  programs   Increase  competition  from  For-­‐profits   Tracking,  measuring  and  evaluating      
  7. 7. Survey  Says!   100% 90% 80% 70% 60% 50% 40% Very  Important 30% 20% Important   10% N/A 0% Less  Important Not  Important Source:  Intelliworks  Email  Poll  of  UCEA/Eduventures  Members,  April  2010  
  8. 8. Do  we  have  any  sales  people  in  the  room?  
  9. 9.    Can  You  Name  This  Institution?         Convenience   Flexible   Designed  around  your  busy  schedule   Accelerated   Affordable   Finish  your  degree  in  16  months   Online,  On  campus,  blended  
  10. 10.    Right  Strategy    Right  Person    Right  Way  
  11. 11. Session  1:  The  Right  Strategy  a) Assessing  your  situation  (SWOT)    b) Connecting  problems  to  solve  (Pain  Chain)    c) Programming  for  results  (Reference  Story)    d) Extra  Credit:  Differentiate  (Elevator  Pitch)    
  12. 12. S.W.O.T.  
  13. 13. SWOT:  SUNY  Oswego   Strengths   Weaknesses   Steady  growth   Limited  resources  for   New  online  MBA   marketing   program;     No  tracking  system   Affordable,  convenient,   No  visibility  into  lead   Addresses  regional   source   demand       Opportunities   Threats   New  agency  partner  to   Some  regional   help  drive  marketing   competition   Global  presence  with   Decentralized   online  programs   organization   Metro  branch  campus   Lack  of  policy  and   process   Highly  politicized  culture  
  14. 14. Pain  Chain  
  15. 15. Pain  Chain:  SUNY  Oswego   Dean Director ofPain: Eroding operating Admissionsmargins; budget cuts Pain: Inability to know / Prospective define student market ;Reasons: Operational slow process / response StudentInefficiency; Declining time to student inquiries Pain: Indecisionenrollment Reasons: Understaffed / Reasons: Limited unfocused; No visibility outreach from into the campaign institution and lack performance or student of relevant enrollment funnel messaging / information.
  16. 16. Reference  Story  Issue     Comments  Situation    and  circumstances?  Critical  Issue   What  is  the  critical    Reasons   What  are  the  driving  forces  creating  the  challenge?  Who,  What,  When,   Describe  the  actions  being  taken  to  address  the  challenge.  Where,  Why,  How  Solution   Specific    actions,  initiatives,  tactics  to  improve  the  situation.    Results   How  and  what  will  we  measure  to  track  our  progress  against  goals?  
  17. 17. Reference  Story  Issue     Comments  Situation   SUNY  Oswego  provides  an  excellent  case  of  an  institution  that  identified  how  a  CRM  strategy   could  help  them  reach  their  marketing  objectives.    Critical  Issue   The  institution  struggled  with  engaging  students  and  building  long-­‐term  relationships  that   ultimately  led  to  enrollments.    Reasons   Their  objectives  were  to  support  key  student  decision  points  and  connect  with  prospects   during  the  decision  cycle  by  uncovering  demand,  qualifying  interest,  cultivating  commitment   and  reinforcing  decisions  Who,  What,  When,   With  a  full-­‐time  staff  of  four,  which  includes  the  Dean  of  Graduate  Studies  and  Research,  the  Where,  Why,  How   need  for  a  system  that  will  automate  communication,  data  collection,  tracking  and  analysis   is  imperative  to  the  successful  growth  of  enrollment.  Without  such  a  major  component,  it   will  be  virtually  impossible  to  manage  data,  track  inquiries  and  build  a  source  for  outbound,   targeted  marketing  efforts  to  engage  and  communicate  with  prospective  students.    Solution   Created  a  multi-­‐channel  marketing  plan  that  was  supported  by  a  flexible  CRM  solution  that   allowed  them  to  track  day-­‐to-­‐day  interactions  with  constituents,  manage  inbound  and   outbound  communications  and  report  on  the  success  of  their  efforts.      Results   Identified  KPIs  for  success  measurement  
  18. 18. FIGURE  OUT    WHO  THEY  ARE,  AND    WHERE    
  19. 19. Help  Me  With  The  Math,  Please.   2010  Census  Worcester  County  by  Education   Level  Obtained     Total  Population                                                                    798,552     Population  25-­‐40    years  and  over              92,556     Some  college,  no  degree                                            87,756          
  20. 20. 53,020  prospective  students  divided  by  9  colleges  and  an  additional  8  online  programs.     Of  the  53,020  prospective  students,  how  many  are  interested  in  going  back  to  school?   Of  those  53,020  prospective  students  who  are  interested  in  going  back  to  school,  how   many  are  interested  in  you?  
  21. 21. 1%    increase  in  enrollment  requires      7%  increase  in  inquiries  
  22. 22. For  adults  in  transition,  specific  life  events  set  the  time  on  the  learning  clock.    There  are  millions  of  potential  adult  learners  who  need  or  want  to  learn.  .  .  But  specific  life  events  are  needed  to  convert  most  of  the  latent  learners  into  active  learners.   Carol  Aslanian  
  23. 23. The  value  of  knowing  what  kinds  of  transitions  cause  adult  learning  lies  in  being  able  to  predict  what  they  will  learn.    The  value  of  knowing  what  kinds  of  events  trigger  adult  learning  lies  in  being  able  to  predict  when  they  will  learn.   Carol  Aslanian    
  24. 24. Student  Motivations:  What  They  Want   Student  Motivations   Source:  Intelliworks  LinkedIn  Poll,  October  2009  (n  =  355)  
  25. 25.   WHY?Understand their decision-making process.  Understand their communication style.  Discover pain points/barriers to enrollment.  Validate or deny your assumptions and avoid stereotypes.  
  26. 26. THINKING  IN  HUMAN  TERMS  The  Doubting  Thomas    He  went  straight  to  work  after  high  school      degree, but just got promoted and ant  to  leave his job.    
  27. 27. THINKING  IN  HUMAN  TERMS            of  your  school.    And  neither  have  her  friends.  
  28. 28. THINKING  IN  HUMAN  TERMS  The  Idea  Man      own  company,  and  is  ready  to  retire,  but          affluent  professionals  like  him  may  prefer  to  learn  at  their  own  pace  while  enjoying    their  golden  years.  
  29. 29. 1   What  are  they  like?  2   Why  are  they  here?  3   What  keeps  them  up  at  night?  4   How  can  you  solve  their  problem?  5   What  do  you  want  them  to  do?  6   How  can  you  best  reach  them?  7   How  might  they  resist?   ©  duarte.com  2008    
  30. 30. EDUCATION LEVELTOTAL POPULATION Segment Your Market?! G GEOGRAPHY E ETHNICITY N D GRADES INCOME E AGE R INDUSTRY PROGRAM OF INTEREST
  31. 31. Session  2:  The  Right  Person    a) Understanding  field  of  play  (Market  Analysis)    b) Knowing  your  customer  (Rating  Attributes)    c) Speaking  their  language  (Creating  Personas)    d) Extra  Credit:  Preferences  (Channel  Choice)      
  32. 32. Attribute  Rankings  Most   Geography         Most     Geography        Valuable   Accessible   Program  of  Interest   Program  of  Interest   Education  Level   Education  Level   Industry   Industry   Grades   Grades   Income   Income   Population   Population   Age   Age   Gender   Gender   Ethnicity   Ethnicity  
  33. 33. Creating  Personas   PROSPECT  A   PROSPECT  B   PROSPECT  C    What  are  they  like?            Why  are  they  here?        What  keeps  them  up  at  night?        How  can  you  solve  their  problem?        What  do  you  want  them  to  do?    How  can  you  best  reach  them?    How  might  they  resist?        Name:  
  34. 34. THEN  FIGURE  OUT  HOW  TO  COMMUNICATE  WITH  THEM    
  35. 35. need  to  get  his  or  her  permission  with  some  kind  of   Once  a  customer  volunteers  his  or  her  time,  youre  on  your  way  to  establishing  a  long-­‐term          Seth  Godin,  Author,  Permission  Marketing  
  36. 36. Individuals  who  have  raised  their  hands  and  indicated  that  they  are  interested  in  advancing  their  careers,  changing  their   careers,  or  enriching  their  lives.  
  37. 37.  
  38. 38. Marketing  Is  a  Process,    Not  an  Event.  
  39. 39. Do  These  Look  Familiar?   Goals   Increase  Enrollment   Improve  Staff  Efficiency   Control  Data  Sharing   Enhance  Effectiveness  of  Student  Contact    
  40. 40. Session  3:  The  Right  Way  a) Setting  Frame  of  Reference  (Decision  Stages)    b) Isolating  To-­‐ Mapping  Objectives)    c) Setting  the  Mark  ( )  
  41. 41. Identifying  Decision  Stages   Discovery Listening Engaging Reinforcing
  42. 42. Mapping  Objectives   Objectives  by   Discover:   Listen:   Engage:   Support:   Decision   Uncover   Capture  /   Convey   Reinforce   Phase   Demand   Qualify   Value   Decisions   Limited   Fragmented   Generic   Current  State   Marketing   Inquiry   Messaging   Silence   Capture   Ubiquitous   Strategic   Segmented   Established   Ideal  State   Outreach   Data   High  Touch   Networks   Capture   SEO  /  SEM   Inquiry  Forms   Segmented   Functional   Email  &  FB   Views   Comm  Outreach   Facebook   Vision     Comm  Plans   Events  /History   Events   Response  Sys  
  43. 43. Setting  Metrics  Reduceabandonment ratesby 20% Increase Y-o-Y inquiries by 15% Reduce by 25% the time itReduce by 45% takes to complete anumber of clicks to Grow enrollments in campaign Growth  complete application X program by 25% Maintain inquiry responseImprove satisfaction time under 4500 more Generate hoursrates to >85% at 4- attendees to info Intelligence   sessions5. Automate assignment of leads to counselors Quality   Efficiency  
  44. 44. Scorecard:  Embry-­‐riddle  Worldwide   35+%   80+%   85+%   14%   72%   68%   Inquire                            Apply                          Accept                        Enroll                        Retain                        Graduate  
  45. 45. Preparing  For  Measurement  Define  Metrics  and  Goals:       Define  global  metrics  and  drive  agreement  around  units  of  measurement  for   tracking  plan  effectiveness.     Set  goals  &  objectives  that  will  be  measured  against  in  Plan  v.  Actual  format.    Report  Framework  &  Frequency:     Develop  conversion  and  enrollment  reporting  framework  designed  to  be  updated   at  defined  intervals.      Observe   :     Include  a  model  and  placeholders  for  summary  of  observations/findings  and   recommendations.      Refine  to  Optimize  Your  Programs  &  Processes:     Create  a  strategy  and  action  plan  for  deploying  additional  business  units  to   observe  and  optimize  plan  based  on  reports  key  findings  
  46. 46.  BIG  FINISH    
  47. 47.    Right  Strategy    Right  Person    Right  Way  
  48. 48.           What  Metric        

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